Retail value sales of household paper products stood at £1.74 billion in 2014, a fall of 1.4% in comparison with 2013. Over the last two years the retail market for household paper products has been hit by declining volume sales and increased price competition between retailers, including from the advancing discounters. Shoppers have been buying better quality paper and more products in bulk, with the strong performances of the brand leaders in toilet tissue and kitchen roll proof of trading up and in contrast to the overall performance of these two categories.

Moistened toilet tissue still represents only 3% of the toilet tissue market, but has seen strong growth in total sales as usage gradually increases and more variants are launched onto the market, and has further potential as a complementary product for improving intimate hygiene. Sales of kitchen roll have held up better than toilet tissue and benefit from having a wider range of uses, while sales of facial tissues suffered from mild weather in 2014 and need to increase usage outside the cold and flu season.

This report looks at usage and buying of different types of household paper products, reasons for using kitchen roll, what people look for when they are shopping for these items, attitudes towards moistened toilet tissue and features and benefits for products that are most likely to add value to the market.

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 sales value (RSV) unless otherwise stated. Market sizes at constant 2014 prices are calculated using Mintel’s Household Goods deflator.

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