Table of Contents
Issues in the Market
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- Key themes
- Definition
- Abbreviations
Future Opportunities
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- Trend: Extend My Brand
- Trend: Premiumisation and Indulgence
Market in Brief
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- Slowdown in market growth
- NPD by big brands limits trading down
- Rebranding of SCA-owned brands
- Kleenex strengthens position
- Strong own-label activity
- High usage, but room to grow facial tissues
- Lack of consumer engagement in sector
- Steady growth expected in short term
Internal Market Environment
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- Key points
- Fewer willing to pay more to be green
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- Figure 1: British environmental credentials, 2005-10
- More bathrooms means more toilet rolls in use
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- Figure 2: Number of bathrooms in the home, 2006-10
- Jump in incidences of colds and flu boost tissues
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- Figure 3: Incidence of complaints in the last 12 months, 2005-10
- Increased focus on special offers
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- Figure 4: Agreement with statements about shopping, brands and own-label, 2005-10
- Rising cost of pulp and energy pushes up retail prices
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- Figure 5: Annual percentage change in consumer prices for non-durable household goods (not seasonally adjusted), 2008-10
Broader Market Environment
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- Key points
- More cooking a boost for kitchen roll
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- Figure 6: Agreement with statements about home, family and cooking, 2005-10
- Hygiene issues high on the agenda
- Household budgets under pressure
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- Figure 7: GDP, PDI and consumer expenditure, at current prices, 2005-15
- More households means more toilets
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- Figure 8: UK households, by size, 2005-15
- Growth in child population to boost toilet tissue
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- Figure 9: Trends in the age structure of the UK population, 2005-15
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Environment a big focus of attention
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- Figure 10: New product launches in the UK household paper products market, % share by leading claims, 2008-10
- Brands accounts for bulk of new launches
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- Figure 11: New product launches in the UK household paper products market, % share branded vs. own-label, 2008-10
- Figure 12: New product launches, % share by Top 10 companies in the UK household paper products market, 2008-10
- Mixture of new products and range extensions
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- Figure 13: New product launches in the UK household paper products market, % share by launch type, 2008-10
Competitive Context
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- Key points
- Household care continues to see growth
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- Figure 14: The UK household care market, 2005-10
Market Size and Forecast
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- Key points
- Growth slows in tougher economic times
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- Figure 15: UK retail sales of household paper products, 2005-15
- Toilet tissue the biggest sector
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- Figure 16: UK retail sales of household paper products, by sector, 2005-10
- The future
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- Figure 17: Forecast of UK retail sales of household paper products, at current prices, 2005-15
- Forecast methodology
Market Segmentation
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- Key points
- Decline in toilet tissue growth
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- Figure 18: UK retail value sales of toilet tissue, 2005-15
- Shoppers cut back on kitchen towels
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- Figure 19: UK retail value sales of kitchen towels, 2005-15
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- Figure 20: UK retail value sales of kitchen towels, by sector, 2009-10
- Swine flu boost to facial tissues
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- Figure 21: UK retail value sales of facial tissues, 2005-15
Market Share
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- Key points
- Andrex maintains its strong lead
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- Figure 22: Brand shares in value sales of toilet tissue, 2008-10
- Kitchen towels dominated by own-label
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- Figure 23: Brand shares in value sales of kitchen towels, 2008-10
- Kleenex strengthens its position
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- Figure 24: Brand shares in value sales of facial tissues, 2008-10
Companies and Products
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- Kimberly-Clark
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- Figure 25: Kimberly-Clark Ltd, financial performance, 2008-09
- SCA Hygiene
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- Figure 26: SCA Hygiene Products UK Ltd, financial performance, 2008-09
- Georgia-Pacific GB Ltd
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- Figure 27: Georgia-Pacific GB Ltd, financial performance, 2008-09
- Intertissue Sofidel
- Consuma
Brand Elements
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- Brand map
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- Figure 28: Attitudes towards and purchase of household paper brands, January 2011
- Brand attitudes
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- Figure 29: Attitudes by household paper brand, January 2011
- Brand personality
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- Figure 30: Household paper brand personality – macro image, December 2010
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- Figure 31: Household paper brand personality – micro image, January 2011
- Correspondence analysis
- Brand experience
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- Figure 32: Household paper brand purchase, January 2011
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- Figure 33: Satisfaction with various household paper brands, January 2011
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- Figure 34: Consideration of household paper brands, January 2011
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- Figure 35: Consumer perceptions of current household paper brand performance, January 2011
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- Figure 36: Household paper brand recommendation – Net Promoter Score, December 2010
- Brand index
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- Figure 37: Household paper brand index, January 2011
- Figure 38: Household paper brand index vs. recommendation, December 2010
- Target group analysis
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- Figure 39: Target groups, December 2010
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- Figure 40: Household paper brand usage by target groups, December 2010
- Group One – The Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – The Individualists
Brand Communication and Promotion
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- Key points
- Significant increase in advertising in 2010
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- Figure 41: Main media advertising expenditure on household paper products, 2006-10
- Figure 42: Main media advertising expenditure on household paper products, by sector, 2006-10
- SCA the biggest overall spender
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- Figure 43: Main media advertising expenditure on toilet tissues, by advertiser, 2006-10
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- Figure 44: Main media advertising expenditure on toilet tissue brands, by type of advertiser, 2010
- Plenty dominates kitchen towels advertising
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- Figure 45: Main media advertising expenditure on kitchen towels and facial tissues, by advertiser, 2006-10
- TV most important to biggest advertisers
Channels to Market
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- Key points
- Grocery multiples dominate sales
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- Figure 46: Retail distribution of household paper products, 2008-10
- Value retailers grow sales in recession
Consumer – Use of Toilet Tissue and Facial Tissues
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- Key points
- Toilet tissue
- Heavy usage biased towards families
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- Figure 47: Usage of toilet paper, by number of rolls used each month, 2005-10
- Growth in usage of non-standard products
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- Figure 48: Type of toilet paper used, 2005-10
- Facial tissues
- Shift towards pocket packs
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- Figure 49: Trends in usage of facial tissues, by number boxes or packs used each month, 2005-10
- Standard tissues bought most often
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- Figure 50: Trends in types of tissues used, 2005-10
Consumer Attitudes and Buying Behaviour – Toilet Tissue
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- Key points
- One in four willing to pay more for quality
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- Figure 51: Agreement with statements on buying toilet paper, November 2010
- Big focus on special offers
- Recycled paper appeals to one in ten shoppers
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- Figure 52: Summary of characteristics of those agreeing with statements on buying toilet paper, November 2010
Consumer Attitudes and Buying Behaviour – Kitchen Towels
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- Key points
- Price the biggest factor driving of choice
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- Figure 53: Agreement with statements on buying kitchen towels, November 2010
- Brand versus own-label dilemma
- Getting value from special offers
- Few other factors influencing choice
- Environmental issues not high on the agenda
- Kitchen roll for a variety of uses
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- Figure 54: Summary of characteristics of those agreeing with statements on buying kitchen roll, November 2010
Consumer Attitudes and Buying Behaviour – Facial Tissues
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- Key points
- Core group of brand loyalists
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- Figure 55: Agreement with statements on buying facial tissues, November 2010
- Quality slightly more important than price
- Branded quality but not at a higher price
- Stocking up when on special offer
- Encouraging more people to carry tissues
- Niche segments have more potential
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- Figure 56: Summary of characteristics of those agreeing with statements on buying facial tissues, November 2010
Appendix – Internal Market Environment
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- Figure 57: British environmental credentials, by demographics, 2010
- Figure 58: Bathrooms in home, by demographics, 2010
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- Figure 59: Incidence of complaints in the last 12 months, by demographics, 2010
- Figure 60: Agreement with statements about shopping, brands and own-brands by demographics, 2010
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Appendix – Broader Market Environment
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- Figure 61: Agreement with statements about home, family and cooking, by demographics, 2010
- Figure 62: Agreement with statements about home, family and cooking, by demographics, 2010
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Appendix – Market Size and Forecast
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- Figure 63: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2010-15
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Appendix – Market Segmentation
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- Figure 64: Forecast of UK retail sales of toilet tissue, at current prices, 2005-15
- Figure 65: Best case/worst case forecast for UK retail sales of toilet tissue, at current prices, 2010-15
- Figure 66: Forecast of UK retail sales of kitchen towels, at current prices, 2005-15
- Figure 67: Best case/worst case forecast for UK retail sales of kitchen towels, at current prices, 2010-15
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- Figure 68: Forecast of UK retail sales of facial tissues, at current prices, 2005-15
- Figure 69: Best case/worst case forecast for UK retail sales of facial tissues, at current prices, 2010-15
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Appendix – Consumer – Use of Toilet Tissue and Facial Tissues
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- Figure 70: Usage of toilet paper in the last 12 months, by demographics, 2010
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- Figure 71: Usage of tissues in the last 12 months, by demographics, 2010
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- Figure 72: Usage of boxed tissues in the last 12 months, by demographics, 2010
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- Figure 73: Usage of pocket packs of tissues in the last 12 months, by demographics, 2010
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Appendix – Consumer Attitudes and Buying Behaviour – Toilet Tissue
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- Figure 74: Most popular statements on toilet papers, by demographics, November 2010
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- Figure 75: Next most popular statements on toilet papers, by demographics, November 2010
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Appendix – Consumer Attitudes and Buying Behaviour – Kitchen Towels
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- Figure 76: Most popular statements on kitchen roll, by demographics, November 2010
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- Figure 77: Next most popular statements on kitchen roll, by demographics, November 2010
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Appendix – Consumer Attitudes and Buying Behaviour – Facial Tissues
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- Figure 78: Most popular statements on facial tissues, by demographics, November 2010
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- Figure 79: Next most popular statements on facial tissues, by demographics, November 2010
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