Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Insights and Opportunities
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- Not just paper
- A roll for every room
Fast Forward Trends
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- Trend 1: Trading Up, Trading Down, Trading Over
- Definition
- What next?
- Trend 2: Alpha Moms
- Definition
- What next?
Market in Brief
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- The green factor
- Adding value to the market
- Changes in the supply structure
- Habits and opinions
- The future
Internal Market Environment
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- Key points
- Flushing the world’s forests away
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- Figure 1: British environmental credentials, 2003-07
- More rolls needed
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- Figure 2: Number of bathrooms in the home, 2002-07
- Good news for some…but not for tissue sales!
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- Figure 3: Incidence of complaints in the last 12 months, 2003-07
- Pricing issues
- Brand loyalty
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- Figure 4: Agreement with statements about shopping, brands and own-brands, 2003-07
Broader Market Environment
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- Key points
- Tightening belts
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- Figure 5: Trends in PDI and consumer expenditure, 2003-13
- More bottoms and noses…
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- Figure 6: Trends in UK population, by age, 2003-13
- …and more toilets!
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- Figure 7: Trends in the numbers of households, UK, 2003-13
- Homemaking moves to the kitchen
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- Figure 8: Agreement with statements about home, family and cooking, 2003-07
- Do I have to?
Competitive Context
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- Key points
- A key market
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- Figure 9: The UK household care market, 2002 and 2007
- Wiping away paper products
- Green alternatives
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Comfort and luxury…
- …but performance issues are also important
- Thinking about the planet
- Own-label launches
Market Value and Forecast
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- Key points
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- Figure 10: UK retail sales of household paper products*, 2003-13
- Weekly household spending on household paper to increase
- Toilet tissue remains key
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- Figure 11: UK retail sales of household paper products, by sector, 2003-07
- The future
- Factors used in the forecast
Segment Performance
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- Key points
- Toilet tissues
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- Figure 12: UK retail sales of toilet tissues, 2003-13
- Values rising
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- Figure 13: UK retail sales of toilet tissues, by sector, 2005 and 2007
- Kitchen towels
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- Figure 14: UK retail sales of kitchen towels, 2003-13
- The star performer
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- Figure 15: UK retail sales of kitchen towels, by sector, 2005 and 2007
- Facial tissues
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- Figure 16: UK retail sales of facial tissues, 2003-13
- Leading the market back to growth
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- Figure 17: UK retail sales of facial tissues, by sector, 2005 and 2007
Market Share
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- Key points
- Andrex still strong as well as long
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- Figure 18: Brand shares of toilet tissue, 2003-07
- Building brands
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- Figure 19: Brand shares of kitchen towels, 2003-07
- Innovation is key
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- Figure 20: Brand shares of facial tissues, 2003-07
Companies and Products
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- Key points
- Kimberly-Clark
- SCA Hygiene Products (UK) Ltd
- Georgia-Pacific GB Ltd
- LPC Group
- Consuma
Brand Elements
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- Brand map
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- Figure 21: Brand map household paper brands, March 2008
- Andrex
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Andrex brand, March 2008
- Charmin
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Charmin brand, March 2008
- Nouvelle
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Nouvelle brand, March 2008
- Lotus
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Lotus brand, March 2008
- Velvet
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Velvet brand, March 2008
- Bounty
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Bounty brand, March 2008
- Kleenex
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Kleenex brand, March 2008
- Brand qualities for household paper brands
- Andrex leads on authenticity and luxury
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- Figure 29: Personality of various household paper brands, March 2008
- Experience of household paper brands
- Lotus lacks brand awareness
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- Figure 30: Consumer usage of various household paper brands, March 2008
- Brand intentions for household paper brands
- Strong retention for Andrex; strong consideration for Charmin
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- Figure 31: Consideration of various household paper brands, March 2008
- Brand momentum for household paper brands
- Nouvelle and Lotus not seen as gaining ground
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- Figure 32: Momentum of various household paper brands, March 2008
- Brand satisfaction for household paper brands
- Andrex and Kleenex lead the satisfaction stakes
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- Figure 33: Satisfaction of various household paper brands, March 2008
- Brand commitment to household paper brands
- One in three would recommend Andrex
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- Figure 34: Commitment to various household paper brands, March 2008
- Brand motivation for household paper brands
- Andrex, Bounty and Kleenex strong in respective sectors
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- Figure 35: Motivation for choosing various household paper brands, March 2008
- Round up
Brand Communication and Promotion
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- Key points
- Advertising expenditure going down the pan
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- Figure 36: Main media advertising expenditure on household paper products, 2003-07
- Spending on tissues blowing up
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- Figure 37: Main media advertising expenditure on household paper products, by sector, 2003-07
- Long-lasting campaigns v shorter-term affairs
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- Figure 38: Main media advertising expenditure on household paper products, by sector, by manufacturer, 2003-07
- Daring to be different
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- Figure 39: Main media advertising expenditure on household paper products, by manufacturer and media type, 2007
- The Andrex puppy keeps on going…
- …but tissue advertising is serious stuff!
Channels to Market
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- Key points
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- Figure 40: Retail distribution of household paper products, 2003-07
- Not the whole story
The Consumer – Usage
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- Key points
- Everyone needs toilet roll!
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- Figure 41: Usage of toilet paper in the last 12 months, 2003-07
- Less bums on seats?
- Branching out
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- Figure 42: Type of toilet paper used, 2003-07
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- Figure 43: Usage of facial tissues in the last 12 months, 2003-07
- Noses are more sensitive
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- Figure 44: Type of facial tissues used, 2003-07
- What would people do without kitchen roll?
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- Figure 45: Uses for kitchen roll, January 2008
- ABs can afford to throw it away
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- Figure 46: Uses for kitchen roll, by Mintel’s Special Groups, January 2008
- Going beyond the kitchen
Consumer – Factors Determining Choice
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- Key points
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- Figure 47: Most important factors when buying household paper products, January 2008
- Fading strength?
- The nitty-gritty
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- Figure 48: Most important factors when buying household paper products, by age, January 2008
- Fickle consumers
- An issue that is not going to go away
- Other factors
- Not a lot of thought
Consumer – Consumer Attitudes
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- Key points
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- Figure 49: Attitudes towards household paper products, January 2008
- Choosing toilet paper
- An essential purchase
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- Figure 50: Attitudes towards paying more for better quality household paper products, January 2008
- Tissues
- Recycling
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- Figure 51: Attitudes towards household paper products, by Mintel’s Special Groups, January 2008
- Identifying targets
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- Figure 52: Consumer typologies for household paper products, January 2008
- High Standards All Round (18% of sample)
- Quality Toilet Paper (27% of sample)
- Price and Quality (25% of sample)
- Cheap and Resourceful (30% of sample)
Appendix – Broader Market Environment
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- Figure 53: Attitudes towards housework, by age, 2007
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Appendix – Usage
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- Toilet paper
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- Figure 54: Usage of toilet paper in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, number of bathrooms, region, lifestage, Mintel's Special Groups and green attitudes, 2007
- Facial tissues
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- Figure 55: Usage of facial tissues in the last 12 months, by gender, age, socio-economic group, presence of children, marital status, working status, household size, region, lifestage and Mintel's Special Groups, 2007
- Figure 56: Uses for kitchen roll, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
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- Figure 57: Uses for kitchen roll, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
- Figure 58: Uses for kitchen towels, by number of uses, January 2008
Appendix – Factors Determining Choice
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- Figure 59: Most important factors when buying household paper products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
- Figure 60: Most important factors when buying household paper products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
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- Figure 61: Most important factors when buying household paper products, by number of qualities sought, January 2008
- Figure 62: Paper repertoire, by gender, age, socio-economic group, marital status, lifestage, working status, tenure, ACORN category and commercial TV viewing, January 2008
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Appendix – Consumer Attitudes
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- Figure 63: Attitudes towards household paper products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
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- Figure 64: Attitudes towards household paper products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, media usage, commercial TV viewing, supermarkets used and household size, January 2008
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- Figure 65: Consumer typologies for buying household paper products, by gender, age, socio-economic group, lifestage, presence of children, Mintel’s Special Groups, working status, tenure, region, ACORN category, commercial TV viewing, newspaper readership and supermarkets used, January 2008
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- Figure 66: Factors detetermining choice, by consumer typologies, January 2008
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- Figure 67: Uses of kitchen roll, by consumer typologies, January 2008
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- Figure 68: Number of uses of kitchen roll, by consumer typologies, January 2008
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- Figure 69: Factors important when buying household paper products, by consumer typologies, January 2008
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