Table of Contents
Introduction
-
- Definition
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
- Value sales growth, but decline in volumes
- Toilet tissue accounts for two thirds of sales
-
- Figure 2: UK retail value sales of household paper products, by sector, 2011
- Market factors
- Environmental issues a lower priority
- More toilets, bottoms and noses
- Cooking boosts sales of kitchen towels
-
- Figure 3: Uses of kitchen roll, December 2011
- Incidence of colds/flu a big seasonal factor
- Costs to manufacturers still rising
- Companies, brands and innovation
- Andrex takes a third of toilet tissue sales
-
- Figure 4: Estimated brand value shares in the toilet tissue market, 2011
- Multi Cloth boosts Thirst Pockets sales
-
- Figure 5: Estimated brand value shares in the kitchen towels market, 2011
- Own-label increases NPD activity
-
- Figure 6: New product launches in the household paper products market, % by product type, 2011
- SCA the top advertiser
- The consumer
- Quality most important for toilet paper
-
- Figure 7: Importance of quality and price when buying household paper products, December 2011
- Own-brand preferred most in kitchen roll
-
- Figure 8: Choosing well-known brands or own-brand when buying household paper products, December 2011
- Special offers a big influence on choice
-
- Figure 9: Importance of special offers when buying household paper products, December 2011
- Softness biggest factor for toilet paper and tissues
-
- Figure 10: Factors influencing choice of household papers products – softness, thickness, size and number of sheets, December 2011
- Strength and absorbency for kitchen roll
-
- Figure 11: Factors influencing choice of household papers products – strength, absorbency, design and other added benefits, December 2011
- Kitchen roll one of life’s essentials
-
- Figure 12: Attitudes towards household paper products, December 2011
- What we think
Issues in the Market
-
- How can brands drive value growth in toilet tissue sales?
- What is the likely future shape of the kitchen towels market?
- Why are facial tissues facing a big challenge to increase sales?
- Are there limits to how much consumers can be persuaded trade up?
- Why are environmental issues such a low priority to consumers?
Future Opportunities
-
- Trend: Transumers
- Trend: Life an informal affair
Internal Market Environment
-
- Key points
- Environmental issues a lower priority for consumers
-
- Figure 13: British environmental credentials, 2006-11
- Number of bathrooms/toilets determines rolls in use
-
- Figure 14: Number of bathrooms in the home, 2006-11
-
- Figure 15: Breakdown of the number of toilets in homes in the UK, June 2011
- Extreme weather pushes up incidence of colds and flu
-
- Figure 16: Incidence of complaints in the last 12 months, 2006-11
- Shoppers focusing more on special offers
-
- Figure 17: Agreement with statements about shopping, brands and own-label, 2006-11
- Higher pulp and energy prices
-
- Figure 18: Producer price index for pulp, paper and paperboard (2005=100), Jan-Dec 2011
Broader Market Environment
-
- Key points
- More households means more toilets
-
- Figure 19: UK households, by size, 2006-16
- Population growth will increase volume sales
-
- Figure 20: Trends in the age structure of the UK population, 2006-16
- Strong interest in cooking and entertaining
-
- Figure 21: Agreement with statements about cooking and home entertaining, 2006-11
- Marching home décor a lower priority
-
- Figure 22: Agreement with statements about home improvements and décor, 2006-11
- Household budgets still under pressure
-
- Figure 23: Trends in how respondents would describe their financial situation, February 2009-December 2011
- Figure 24: Trends in current financial situation compared with a year ago, July-December 2011
- Growing concern about the future
-
- Figure 25: Trends in the impact of the economic downturn on consumers, February 2009-December 2011
- Figure 26: Trends in consumer sentiment for the coming year, February 2009-December 2011
Strengths and Weaknesses in the Market
-
- Strengths
- Weaknesses
Who’s Innovating?
-
- Key points
- Increased activity in kitchen roll
-
- Figure 27: New product launches in the household paper products market, % by product type, 2007-11
- Figure 28: New product launches in the household paper products market, % share by own-label/branded, 2007-11
- Top four supermarkets account for a third of launches
-
- Figure 29: New product launches in the household paper products market, % share by company, 2007-11
- Focusing on kitchen towels for cleaning
- Environmental claims most common
-
- Figure 30: New product launches in the household paper products market, % share by claim, 2007-11
- Four in ten launches are new products
-
- Figure 31: Product launches within the UK household paper products market, % by launch type, 2007-11
Competitive Context
-
- Key points
- Paper products outperform household care
-
- Figure 32: Comparison of household paper products with other household care markets, 2006-11
Market Size and Forecast
-
- Key points
- Higher prices drive value growth
-
- Figure 33: UK retail value sales and forecast of household paper products*, at current and constant prices, 2006-16
- Toilet tissue accounts for two thirds of sales
-
- Figure 34: UK retail sales of household paper products, by sector, 2006-11
- The future
-
- Figure 35: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
- Forecast methodology
Market Segmentation
-
- Key points
- Toilet tissue shows solid value growth
-
- Figure 36: UK retail value sales of toilet tissue, at current and constant prices, 2006-16
- Trading up seen in the kitchen roll market
-
- Figure 37: UK retail value sales of kitchen towels, at current and constant prices, 2006-16
- Sales of facial tissues struggle during 2011
-
- Figure 38: UK retail value sales of facial tissues, at current and constant prices, 2006-16
Market Share
-
- Key points
- Andrex maintains market leadership
-
- Figure 39: Brand shares in value sales of toilet tissue, 2009-11
- Innovation boosts brands in kitchen towels
-
- Figure 40: Brand shares in value sales of kitchen towels, 2009-11
- Brands taking a larger share of tissue market
-
- Figure 41: Brand shares in value sales of facial tissues, 2009-11
Companies and Products
-
- Kimberly-Clark
-
- Figure 42: New product launches by Kimberly-Clark in the UK household paper products market, January-December 2011
- SCA Hygiene
-
- Figure 43: New product launches by SCA Hygiene in the UK household paper products market, January-December 2011
- Georgia-Pacific GB Ltd
-
- Figure 44: New product launches by Georgia-Pacific in the UK household paper products market, January-December 2011
- Intertissue Sofidel
-
- Figure 45: New product launches by Intertissue in the UK household paper products market, January-December 2011
- Consuma
- Caspari
- Talking Tables
- Duni
Brand Research
-
- Brand map
-
- Figure 46: Attitudes towards and usage of brands in the household paper sector, December 2011
- Correspondence analysis
- Brand attitudes
-
- Figure 47: Attitudes by household paper brand, December 2011
- Brand personality
-
- Figure 48: Household paper brand personality – macro image, December 2011
-
- Figure 49: Household paper brand personality – micro image, December 2011
- Brand experience
-
- Figure 50: Household paper brand usage, December 2011
-
- Figure 51: Satisfaction with various household paper brands, December 2011
- Figure 52: Consideration of household paper brands, December 2011
-
- Figure 53: Consumer perceptions of current household paper brand performance, December 2011
-
- Figure 54: Household paper brand recommendation – Net Promoter Score, December 2011
- Brand index
-
- Figure 55: Household paper brand index, December 2011
- Figure 56: Household paper brand index vs. recommendation, December 2011
- Target group analysis
-
- Figure 57: Target groups, December 2011
-
- Figure 58: Household paper brand usage, by target groups, December 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
-
- Key points
- Strong increase in total advertising
-
- Figure 59: Main media advertising expenditure on household paper products, 2007-11
- Figure 60: Main media advertising expenditure on household paper products, by product category, 2007-11
- SCA Hygiene the biggest advertiser
-
- Figure 61: Main media advertising expenditure on household paper products, by advertiser, 2007-11
- Cushelle the biggest campaign of 2011
-
- Figure 62: Main media advertising expenditure on household paper products, by brand, 2010 and 2011
- Reduction in 2011 advertising for Andrex
-
- Figure 63: Main media advertising expenditure on toilet rolls and moist toilet tissue, by advertiser, 2007-11
- Figure 64: Main media advertising expenditure on kitchen towels and tissues, by advertiser, 2007-11
- TV advertising dominates spending
-
- Figure 65: Main media advertising expenditure on household paper products, by media type, 2007-11
Channels to Market
-
- Key points
- Grocery multiples dominate
-
- Figure 66: Retail distribution of household paper products, 2009-11
- Tissues have significant presence in chemists
Usage of Household Paper Products
-
- Key points
- Three in ten people heavy users of toilet paper
-
- Figure 67: Usage of toilet paper, by number of rolls used each month, 2006-11
- Standard toilet paper dominates
-
- Figure 68: Type of toilet paper used, 2006-11
- Facial tissues used by three quarters of people
-
- Figure 69: Usage of facial tissues, by number boxes or pocket packs used each month, 2011
-
- Figure 70: Types of tissues used, standard vs. recycled, 2006-11
- Vast majority of homes buy kitchen roll
-
- Figure 71: Purchasing of household paper products, December 2011
- Kitchen roll used for a range of household tasks
-
- Figure 72: Uses of kitchen roll, December 2011
Buying Behaviour
-
- Key points
- Quality most important for toilet paper
-
- Figure 73: Attitudes towards buying household paper products, by type, December 2011
- Own-brand has the biggest presence in kitchen roll
- Special offers have a big influence on choice
- Women make a bigger effort to save money
-
- Figure 74: Influence of price and special offers on buying toilet paper, by gender, December 2011
- Over-45s most brand loyal for toilet paper
-
- Figure 75: Importance of brand when buying toilet paper, by gender, December 2011
- Supermarket shoppers buying some products at discount outlets
Factors Influencing Choice
-
- Key points
- Softness biggest factor for toilet paper and tissues
-
- Figure 76: Factors influencing choice of household paper products, December 2011
- Number of sheets more important than size of them
- Absorbency and strength the biggest issues for kitchen roll
- Colours/patterns biggest factor for paper napkins
- Added benefits important for facial tissues
Attitudes Towards Household Paper Products
-
- Key points
- Kitchen roll one of life’s essentials
-
- Figure 77: Attitudes towards household paper products, December 2011
- Room to grow sales of moistened toilet tissue
- Colds spur purchases of medicated/anti-viral tissues
- Matching room colours not that important
- Getting the paper napkins out for special occasions
- Four in ten prefer reusable cloth to kitchen roll
- Toilet paper for noses as well as bottoms
-
- Figure 78: Any agreement with statements on attitudes towards household paper products, December 2011
Appendix – Internal Market Environment
-
-
- Figure 79: British environmental credentials, by demographics, 2011
- Figure 80: Number of bathrooms in the home, by demographics, 2011
-
- Figure 81: Incidence of complaints in the last 12 months, by demographics, 2011
- Figure 82: Agreement with statements about shopping, brands and own-label, by demographics, 2011
-
Appendix – Broader Market Environment
-
-
- Figure 83: Agreement with statements about home, family and cooking, by demographics, 2011
- Figure 84: Agreement with statements about home, family and cooking, by demographics, 2011
-
Appendix – Market Size and Forecast
-
-
- Figure 85: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2011-16
-
Appendix – Market Segmentation
-
-
- Figure 86: Forecast of UK retail sales of toilet tissue, at current prices, 2006-16
- Figure 87: Best case/worst case forecast for UK retail sales of toilet tissue , at current prices, 2011-16
- Figure 88: Forecast of UK retail sales of kitchen towels , at current prices, 2006-16
- Figure 89: Best case/worst case forecast for UK retail sales of kitchen towels , at current prices, 2011-16
-
- Figure 90: Forecast of UK retail sales of facial tissues , at current prices, 2006-16
- Figure 91: Best case/worst case forecast for UK retail sales of facial tissues , at current prices, 2011-16
-
Appendix – Brand Research
-
-
- Figure 92: Brand usage, December 2011
- Figure 93: Brand commitment, December 2011
-
- Figure 94: Brand momentum, December 2011
- Figure 95: Brand diversity, December 2011
-
- Figure 96: Brand satisfaction, December 2011
- Figure 97: Brand recommendation, December 2011
-
- Figure 98: Brand attitudes, December 2011
- Figure 99: Brand image – macro image, December 2011
-
- Figure 100: Brand image – micro image, December 2011
- Figure 101: Profile of target groups, by demographics, December 2011
-
- Figure 102: Psychographic segmentation, by target group, December 2011
- Figure 103: Brand usage, by target group, December 2011
- Brand index
-
- Figure 104: Brand index, December 2011
-
Appendix – Usage of Household Paper Products
-
-
- Figure 105: Usage of toilet paper, by number of rolls used each month, by demographics, 2011
- Figure 106: Usage of facial tissues, by number of boxes or packs used each month, by demographics, 2011
-
- Figure 107: Usage of facial tissues, by number of boxes used each month, by demographics, 2011
- Figure 108: Usage of facial tissues, by number packs used each month, by demographics, 2011
-
- Figure 109: Purchasing of toilet paper, by demographics, December 2011
- Figure 110: Purchasing of kitchen roll, by demographics, December 2011
-
- Figure 111: Purchasing of facial tissues, by demographics, December 2011
- Figure 112: Purchasing of paper napkins, by demographics, December 2011
-
- Figure 113: Most popular uses of kitchen roll, by demographics, December 2011
- Figure 114: Next most popular uses of kitchen roll, by demographics, December 2011
-
Appendix – Buying Behaviour
-
-
- Figure 115: Most popular attitudes towards buying toilet paper, by demographics, December 2011
- Figure 116: Next most popular attitudes towards buying toilet paper, by demographics, December 2011
-
- Figure 117: Other attitudes towards buying toilet paper, by demographics, December 2011
- Figure 118: Most popular attitudes towards buying kitchen roll, by demographics, December 2011
-
- Figure 119: Next most popular attitudes towards buying kitchen roll, by demographics, December 2011
- Figure 120: Other attitudes towards buying kitchen roll, by demographics, December 2011
-
- Figure 121: Most popular attitudes towards buying facial tissues, by demographics, December 2011
- Figure 122: Next most popular attitudes towards buying facial tissues, by demographics, December 2011
-
- Figure 123: Other attitudes towards buying facial tissues, by demographics, December 2011
- Figure 124: Most popular attitudes towards buying paper napkins, by demographics, December 2011
-
- Figure 125: Next most popular attitudes towards buying paper napkins, by demographics, December 2011
-
Appendix – Factors Influencing Choice
-
-
- Figure 126: Most popular factors influencing choice of toilet paper, by demographics, December 2011
- Figure 127: Next most popular factors influencing choice of toilet paper, by demographics, December 2011
-
- Figure 128: Most popular factors influencing choice of kitchen roll, by demographics, December 2011
- Figure 129: Next most popular factors influencing choice of kitchen roll, by demographics, December 2011
-
- Figure 130: Most popular factors influencing choice of facial tissues, by demographics, December 2011
- Figure 131: Next most popular factors influencing choice of facial tissues, by demographics, December 2011
-
- Figure 132: Factors influencing choice of paper napkins, by demographics, December 2011
-
Appendix – Attitudes Towards Household Paper Products
-
-
- Figure 133: Agreement with the statements ‘I prefer to use reusable cloths rather than kitchen roll’ and ‘I prefer to use a handkerchief rather than tissues’, by demographics, December 2011
- Figure 134: Agreement with the statements ‘I buy better quality toilet paper if guests are coming to stay’ and ‘Kitchen roll is one of life’s essentials’, by demographics, December 2011
-
- Figure 135: Agreement with the statements ‘I use toilet paper as an alternative to tissues’ and ‘I usually carry tissues in my pocket or in my bag’, by demographics, December 2011
- Figure 136: Agreement with the statements ‘I choose tissues to match the colours of the room’ and ‘I choose toilet paper to match the colours of the bathroom’, by demographics, December 2011
-
- Figure 137: Agreement with the statements ‘Moistened toilet tissue is a good idea for extra freshness’ and ‘When i have a cold i buy medicated/anti-viral tissues’, by demographics, December 2011
- Figure 138: Agreement with the statements ‘I only use paper napkins/serviettes for special occasions’ and ‘I prefer to use cloth napkins to paper napkins/serviettes’, by demographics, December 2011
-
Back to top