A high level of price promotions and the consumer shift towards buying bigger pack sizes have resulted in the household paper products market experiencing negative growth in 2013, declining by 2.4% to just under £1.76 billion from £1.8 billion in 2012.
The quality of products remains a key priority for shoppers; however, this needs to be on balance with getting the best deal. Consumers are looking for larger pack sizes that offer them a cost saving against smaller packs, whilst the rising number of discounted branded options is luring shoppers away from own-label alternatives. In order to boost interest and sales in the category, brands ideally need to create more points of differentiation from each other. For example, through pushing the environmental profile of their launches or by extending existing paper product ranges with variants offering added benefits.
This report looks at the core issues affecting the household paper products market, looking at consumer usage habits, attitudes towards buying and using products and interest in future products.
Mintel also takes a view on the future of the market and what trends offer indicators for growth.
Definition
The UK household paper products market comprises three basic product types:
toilet tissue
kitchen towels
facial tissues.
Moistened or scent-impregnated varieties of toilet and facial tissues are included, as are recycled versions of all three varieties.
Paper napkins/serviettes are not included in market sizes but are included under new product launches (Mintel GNPD) and consumer research on household paper products.
Excluded
Other kitchen cleaning and wiping products such as dishcloths are excluded, as are specialised products for specific use, such as baby wipes.
Sales of paper products for use on industrial and commercial premises are also excluded.
Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Household Goods deflator.
Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.
Abbreviations
| DEFRA | The Department for Environment, Food and Rural Affairs |
| EU | European Union |
| FM | Frequency Modulation |
| FMCG | Fast-Moving Consumer Goods |
| FSC | Forest Stewardship Council |
| GAD | Government Actuary’s Department |
| GDP | Gross Domestic Product |
| GNPD | Global New Products Database. For more information please contact Mintel on +44 (0)20 7606 4533 |
| : | : |
| : | : |
