Table of Contents
Executive Summary
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- Overview
- The market
- Slow growth as higher quality meets economizing mindset
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- Figure 1: Total US sales and fan chart forecast of household paper products, at current prices, 2008-18
- Toilet paper and paper towels set the pace for the category
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- Figure 2: Sales of household paper products, segmented by type, 2011 and 2013
- Key players
- P&G strengthens its lead in the premium tier and the category as a whole
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- Figure 3: Manufacturer sales of household paper products, 2012 and 2013
- The consumer
- Incidence continues to slip for facial tissues, paper napkins
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- Figure 4: Household usage of paper products, by product type, 2009, 2011, and 2013
- Product quality a key criterion for most paper purchases
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- Figure 5: Paper product attribute importance, December 2013
- Cleaning effectiveness and strength key elements in toilet tissue marketing
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- Figure 6: Toilet tissue product preferences, December 2013
- Less can mean more for paper towels
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- Figure 7: Paper towel product preferences, by gender and age, December 2013
- Young adults less likely to make a habit of keeping facial tissues handy
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- Figure 8: Facial tissue product preferences, gender and age, December 2013
- Young adults more likely to express interest in a variety of new ideas
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- Figure 9: Interest in household paper product concepts, by gender and age, December 2013
- Sustainability has moderate impact on paper purchase decisions
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- Figure 10: Attitudes toward sustainability and paper product purchase, by gender and age, December 2013
- What we think
Issues and Insights
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- Leveraging improved product quality
- The issues
- The implications
- New products and new uses represent opportunities for growth
- The issues
- The implications
- Making sustainability more relevant
- The issues
- The implications
Trend Application
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- Trend: Objectify
- Trend: Transumers
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Slow growth as higher quality meets economizing mindset
- Sales and forecast of household paper products
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- Figure 11: Total US sales and forecast of household paper products, at current prices, 2008-18
- Figure 12: Total US sales and forecast of household paper products, at inflation-adjusted prices, 2008-18
- Fan chart forecast
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- Figure 13: Total US sales and fan chart forecast of household paper products, at current prices, 2008-18
Market Drivers
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- Household income stabilizes but remains weak
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- Figure 14: Median household income, in inflation-adjusted dollars, 2002-12
- Economizing mindset keeps sales growth in check
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- Figure 15: Paper product shopping behaviors, December 2013
- Consumer confidence creeps up only to get knocked back down
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- Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
- Households with kids decline as a percentage of all households
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- Figure 17: Households, by presence of children, 2003-13
- Growing influence of Hispanic market
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- Figure 18: Households with own children, by race and Hispanic origin of householder, 2013
- Figure 19: Population, by race and Hispanic origin, 2009-19
Competitive Context
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- Paper towels vs other cleanup products
- Interest in quick disinfection spreads, drives wipes growth
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- Figure 20: Total US sales and forecast of disposable cleaning cloths/wipes, at current prices, 2008-18
- State of private label competition
- Private label market share growth accelerates in 2013
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- Figure 21: Household paper product private label market share, segmented by type, 2009-13
- Overlap in use occasions creates competition across the segments
Segment Performance
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- Key points
- Toilet paper and paper towels set the pace for the category
- Facial tissue and paper napkins face declining usage, weakening sales
- Flushable wipes and hand/face towelettes offer small-scale opportunities
- Sales of household paper products, by segment
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- Figure 22: Sales of household paper products, segmented by type, 2011 and 2013
- Figure 23: Sales and forecast of household paper products, segmented by type, 2008-18
Retail Channels
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- Key points
- Shopper focus on value continues to impact retail channel trends
- Online shopping has potential to rise
- Sales of household paper products, by channel
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- Figure 24: Sales of household paper products, by channel, 2011 and 2013
- Figure 25: Sales of household paper products, by channel, 2008-13
Leading Companies
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- Key points
- P&G strengthens its lead in the premium tier and the category as a whole
- Private label continues to improve quality, gain share
- Manufacturer sales of household paper products
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- Figure 26: Manufacturer sales of household paper products, 2012 and 2013
Brand Share – Toilet Tissue
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- Key points
- Charmin continues to gain with emphasis on soft and strong varieties
- Private label makes solid gains
- Manufacturer sales of toilet tissue
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- Figure 27: Manufacturer sales of toilet tissue, 2012 and 2013
Brand Share – Paper Towels
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- Key points
- P&G’s Bounty gains by strengthening hold on premium end of segment
- Manufacturer sales of paper towels
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- Figure 28: Manufacturer sales of paper towels, 2012 and 2013
Brand Share – Facial Tissue
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- Key points
- Kleenex maintains leadership, puts new emphasis on pack design
- Puffs Basic gains traction but doesn’t boost share overall brand share
- Manufacturer sales of facial tissue
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- Figure 29: Manufacturer sales of facial tissue, 2012 and 2013
Brand Share – Paper Napkins
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- Key points
- Both premium brands and store brands strengthen their positions
- Manufacturer sales of paper napkins
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- Figure 30: Manufacturer sales of paper napkins, 2012 and 2013
Brand Share – Flushable Wet Wipes
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- Key points
- Cottonelle grows sales but loses market share
- Manufacturer sales of flushable wet wipes
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- Figure 31: Manufacturer sales of flushable wet wipes, 2012 and 2013
Brand Share – Hand/Face Moist Towelettes
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- Key points
- Little Busy Bodies builds on success of Boogie Wipes
- Manufacturer sales of hand/face moist towelettes
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- Figure 32: Manufacturer sales of hand/face moist towelettes, 2012 and 2013
Innovations and Innovators
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- Viva Vantage emphasizes scrubbing power and flexibility
- Alternative fibers
- Alternative uses
Marketing Strategies
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- Stronger so you can use less: Bounty emphasizes value
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- Figure 33: Bounty, “Select-A-Size: Get Ready” television ad, 2013
- Charmin highlights softness and strength in separate products and ads
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- Figure 34: Charmin, “Sweet Mother of Softness” television ad, 2014
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- Figure 35: Charmin, “One Way to Keep Your Underwear Clean” television ad, 2014
- “Let’s talk about your bum”: Cottonelle uses humor to push dual usage
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- Figure 36: Cottonelle, “Cherry Talks about Bums” television ad, 2013
- Kleenex launches campaign to reinvigorate brand with style
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- Figure 37: Kleenex, “Do My Thing” television ad, 2014
Social Media
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- Key points
- Key social media metrics
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- Figure 38: key social media metrics, January 2014
- Market overview
- Brand usage and awareness
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- Figure 39: Brand usage and awareness for selected household paper product brands, December 2013
- Interactions with household paper product brands
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- Figure 40: Interactions with selected household paper product brands, December 2013
- Online conversations
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- Figure 41: Online mentions for selected household paper products, by month, Jan. 1-Dec. 31, 2013
- Where are people talking about household paper product brands?
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- Figure 42: Online mentions for selected household paper products, by page type, Jan. 1-Dec. 31, 2013
- What are people talking about?
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- Figure 43: Topics of online conversations among the selected household paper product brands, Jan. 1-Dec. 31, 2013
- Analysis by brand
- Kleenex
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- Figure 44: Social media metrics – Kleenex, January 2014
- Key online campaigns
- What we think
- Cottonelle
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- Figure 45: Social media metrics – Cottonelle, January 2014
- Key online campaigns
- What we think
- Charmin
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- Figure 46: Social media metrics – Charmin, January 2014
- Key online campaigns
- What we think
- Bounty
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- Figure 47: Social media metrics – Bounty, January 2014
- Key online campaigns
- What we think
- Puffs
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- Figure 48: Social media metrics – Puffs, January 2014
- Key online campaigns
- What we think
- Viva
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- Figure 49: Social media metrics – January 2014
- Key online campaigns
- What we think
Household Usage of Paper Products
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- Key points
- Incidence continues to slip for facial tissues, paper napkins
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- Figure 50: Household usage of paper products, by product type, 2009, 2011, and 2013
- Younger adults less likely to report usage of facial tissues, paper napkins
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- Figure 51: Household usage of paper products, by age, July 2012-September 2013
- Higher-income households more likely to use all types of paper
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- Figure 52: Household usage of paper products, by household income, July 2012-September 2013
- More people in the household means more paper used
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- Figure 53: Household usage rate of paper products, by household size, July 2012-September 2013
Personal Use of Paper Products
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- Key points
- Young adults more likely to use moist products
- Older adults more likely to use boxed facial tissues
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- Figure 54: Personal use of household paper products, by gender and age, December 2013
- Higher-income consumers use a wider variety of paper products
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- Figure 55: Personal use of household paper products, by household income, December 2013
Paper Product Shopping Behaviors
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- Toilet paper shoppers look for quality, brand, and value
- Napkin and moist towelette purchasers most likely to shop based on price
- Online purchase incidence low but growing
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- Figure 56: Paper product shopping behaviors, December 2013
Attribute Importance
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- Key points
- Product quality a key criterion for most paper purchases
- Familiarity and habit also play important roles
- Added features a key for facial tissues and moist towelettes
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- Figure 57: Paper product attribute importance, December 2013
Household Paper Product Preferences
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- Key points
- Cleaning effectiveness and strength essential qualities for toilet tissue
- Moist toilet tissue marketers must convince consumers of effectiveness
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- Figure 58: Toilet tissue product preferences, gender and age, December 2013
- Less can mean more for paper towels
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- Figure 59: Paper towel product preferences, by gender and age, December 2013
- Figure 60: Paper towel product preferences, household size, December 2013
- Young adults less likely to make a habit of keeping facial tissues handy
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- Figure 61: Facial tissue product preferences, gender and age, December 2013
Interest in Household Paper Product Concepts
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- Young adults more likely to express interest in a variety of new ideas
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- Figure 62: Interest in household paper product concepts, by gender and age, December 2013
Attitudes toward Sustainability and Household Paper Products
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- Key points
- Sustainability has only moderate impact on paper purchase decisions
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- Figure 63: Attitudes toward sustainability and paper product purchase, by gender and age, December 2013
- More limit use to save money than to protect the environment
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- Figure 64: Attitudes toward sustainability and paper product usage, by gender and age, December 2013
- Higher income consumers more likely to limit use to protect environment
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- Figure 65: Attitudes toward sustainability and paper product usage, by household income, December 2013
Impact of Race and Hispanic Origin
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- Hispanic and Asian households more likely to use paper napkins
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- Figure 66: Household usage of paper products, by race/Hispanic origin, July 2012-September 2013
- Black and Hispanic consumers show interest in value-added products
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- Figure 67: Interest in household paper product concepts, by race/Hispanic origin, December 2013
- Black and Asian consumers more likely to view flushable wipes as effective
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- Figure 68: Toilet tissue product preferences, race/Hispanic origin, December 2013
- Hispanics especially attuned to environmental issues
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- Figure 69: Attitudes toward sustainability and paper product purchase, by race/Hispanic origin, December 2013
Custom Consumer Groups
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- Product purchase and use skews by age of kids in the household
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- Figure 70: Purchase of household paper products, by parents with children and age, December 2013
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- Figure 71: Personal use of household paper products, by parents with children and age, December 2013
- When shopping, parents of young kids a little more focused on price
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- Figure 72: Toilet paper/tissue attribute importance, by parents with children and age, December 2013
- School-age kids may heighten awareness of environmental issues
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- Figure 73: Attitudes toward sustainability and paper product purchase, by parents with children and age, December 2013
- Paper towels in the car, just in case
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- Figure 74: Paper towel product preferences, by parents with children and age, December 2013
Appendix – Other Useful Consumer Tables
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- Household usage of paper products
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- Figure 75: Household usage of paper products, by household size, July 2012-September 2013
- Personal use of household paper products
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- Figure 76: Personal use of household paper products, by household size, December 2013
- Interest in household paper product concepts
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- Figure 77: Interest in household paper product concepts, by household size, December 2013
- Attitudes toward sustainability and paper product purchase
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- Figure 78: Attitudes toward sustainability and paper product purchase, by household size, December 2013
- Attitudes toward sustainability and paper product usage
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- Figure 79: Attitudes toward sustainability and paper product usage, by household size, December 2013
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- Figure 80: Attitudes toward sustainability and paper product usage, by household income, December 2013
Appendix – Social Media
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- Brand usage or awareness
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- Figure 81: Brand usage or awareness, December 2013
- Figure 82: Kleenex usage or awareness, by demographics, December 2013
- Figure 83: Bounty usage or awareness, by demographics, December 2013
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- Figure 84: Charmin usage or awareness, by demographics, December 2013
- Figure 85: Puffs usage or awareness, by demographics, December 2013
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- Figure 86: Cottonelle usage or awareness, by demographics, December 2013
- Figure 87: Viva towels usage or awareness, by demographics, December 2013
- Activities done
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- Figure 88: Activities done, December 2013
- Figure 89: Kleenex – Activities done – I have looked up/talked about this brand online on social media, by demographics, December 2013
- Figure 90: Kleenex – Activities done – I have contacted/interacted with the brand online on social media to . . ., by demographics, December 2013
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- Figure 91: Kleenex – Activities done – I follow/like the brand on social media because . . ., by demographics, December 2013
- Figure 92: Kleenex – Activities done – I have researched the brand on social media to . . ., by demographics, December 2013
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- Figure 93: Bounty – Activities done – I have looked up/talked about this brand online on social media . . ., by demographics, December 2013
- Figure 94: Bounty – Activities done – I have contacted/interacted with the brand online on social media to . . , by demographics, December 2013
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- Figure 95: Bounty – Activities done – I follow/like the brand on social media because . . ., by demographics, December 2013
- Figure 96: Bounty – Activities done – I have researched the brand on social media to . . ., by demographics, December 2013
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- Figure 97: Charmin – Activities done – I have looked up/talked about this brand online on social media . . ., by demographics, December 2013
- Figure 98: Charmin – Activities done – I have contacted/interacted with the brand online on social media to . . ., by demographics, December 2013
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- Figure 99: Charmin – Activities done – I follow/like the brand on social media because . . ., by demographics, December 2013
- Figure 100: Charmin – Activities done – I have researched the brand on social media to . . ., by demographics, December 2013
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- Figure 101: Puffs – Activities done – I have looked up/talked about this brand online on social media . . ., by demographics, December 2013
- Figure 102: Puffs – Activities done – I have contacted/interacted with the brand online on social media to . . ., by demographics, December 2013
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- Figure 103: Puffs – Activities done – I follow/like the brand on social media because . . ., by demographics, December 2013
- Figure 104: Puffs – Activities done – I have researched the brand on social media to . . .., by demographics, December 2013
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- Figure 105: Cottonelle – Activities done – I have looked up/talked about this brand online on social media . . ., by demographics, December 2013
- Figure 106: Cottonelle – Activities done – I have contacted/interacted with the brand online on social media
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- Figure 107: Cottonelle – Activities done – I follow/like the brand on social media because . . ., by demographics, December 2013
- Figure 108: Cottonelle – Activities done – I have researched the brand on social media to . . ., by demographics, December 2013
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- Figure 109: Viva towels – Activities done – I have looked up/talked about this brand online on social media . . ., by demographics, December 2013
- Figure 110: Viva towels – Activities done – I have contacted/interacted with the brand online on social media to . . ., by demographics, December 2013
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- Figure 111: Viva towels – Activities done – I have researched the brand on social media to. . ., by demographics, December 2013
- Online conversations
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- Figure 112: Online mentions for selected household paper products, by month, Jan. 1-Dec. 31, 2013
- Figure 113: Online mentions for selected household paper products, by page type, Jan. 1-Dec. 31, 2013
- Figure 114: Topics of online conversations among the selected household paper product brands, Jan. 1-Dec. 31, 2013
Appendix – Trade Associations
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