Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products, 2009-19
- Decline in total value sales
- Toilet tissue accounts for two thirds of market
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- Figure 2: Breakdown of UK retail value sales of household paper products, 2014
- Market drivers
- Toilet tissue sales dependent on population growth
- Home entertaining can help add value to market
- Companies, brands and innovation
- Andrex strengthens lead in toilet tissue
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- Figure 3: Brand shares in value sales of toilet tissue, year ending November 2014
- Figure 4: Brand shares in value sales of kitchen towels, year ending November 2014
- Figure 5: Brand shares in value sales of facial tissues, year ending November 2014
- Even split of branded and own-label launches
- Kimberly-Clark the biggest advertiser in 2014
- The consumer
- Need to increase usage of facial tissues
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- Figure 6: Usage of household paper products in the last month, 2013 and 2014
- Kitchen roll used for wide range of tasks
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- Figure 7: Reasons for using kitchen roll, November 2014
- Heavy focus on price and special offers
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- Figure 8: Buying behaviour for household paper products, November 2014
- Small on-the-go packs of moistened toilet tissue appeal
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- Figure 9: Attitudes towards moistened toilet tissue, November 2014
- Opportunities for encouraging trading up in kitchen roll
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- Figure 10: Interest in and willingness to pay more for various features and benefits for household paper products, November 2014
- What we think
Issues and Insights
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- Opportunities for driving more usage of kitchen roll
- The facts
- The implications
- Overcoming barriers to usage of moistened toilet tissue
- The facts
- The implications
- Benefits and features most likely to add value to market
- The facts
- The implications
Trend Application
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- Trend: Many Mes
- Trend: Prove It
- Trend: Old Gold
Market Drivers
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- Key points
- More bottoms in need of wiping and noses blowing
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- Figure 11: Trends in the age structure of the UK population, 2009-19
- Growth in number of households
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- Figure 12: UK households, by size, 2009-19
- Incidences of colds, flu and hayfever
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- Figure 13: Ailments suffered, November 2013
- Home entertaining and preparing for guests
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- Figure 14: Incidence of different forms of entertaining at home, August 2014
- Improving economic climate could encourage trading up
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- Figure 15: Trends in how respondents would describe their financial situation, February 2009-January 2015
- Figure 16: Trends in consumer sentiment for the coming year, February 2009-January 2015
Who’s Innovating?
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- Key points
- Toilet tissue and facial tissues increase share of new launches
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- Figure 17: New product launches in the household paper products market, % share by product type, 2010-14
- Figure 18: Examples of launches of moistened toilet tissue launches in the UK household paper products market, 2014
- New packaging the biggest focus of launch activity
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- Figure 19: Product launches within the UK household paper products market*, % share by launch type, 2010-14
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- Figure 20: Product launches within the UK household paper products market, % share by product and launch type, 2014
- Figure 21: Examples of new products or new varieties/range extensions in the UK household paper products market, 2014
- Branded products represent nearly half of launches
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- Figure 22: New product launches in the household paper products market*, % share by own-label/branded, 2010-14
- Figure 23: Examples of own-label launches in the UK household paper products market, 2014
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- Figure 24: New product launches in the household paper products market*, % share by company, 2010-14
- Environmentally friendly claims most prominent
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- Figure 25: New product launches in the household paper products market*, % share by claim, 2010-14
- Figure 26: Examples of launches of toilet tissue made from recycled paper in the UK household paper products market, 2014
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- Figure 27: Examples of launches in the UK household paper products market making dermatologically tested claims, 2014
Market Size and Forecast
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- Key points
- Further decline in value sales
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- Figure 28: UK retail value sales and forecast of household paper products*, at current and constant prices, 2009-19
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- Figure 29: UK retail sales of household paper products, by sector, 2009-14
- The future
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- Figure 30: Best- and worst-case forecast of UK retail sales of household paper products*, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Another dip in toilet tissue sales as volumes decline
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- Figure 31: UK retail value sales of toilet tissue, at current and constant prices, 2009-19
- Flat sales of kitchen roll
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- Figure 32: UK retail value sales of kitchen towels, at current and constant prices, 2009-19
- Bad year for sales of facial tissues
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- Figure 33: UK retail value sales of facial tissues, at current and constant prices, 2009-19
Market Share
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- Key points
- Andrex strengthens market leadership in toilet tissue
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- Figure 34: Brand shares in value sales of toilet tissue, years ending November 2013 and 2014
- Plenty and Regina increase shares in kitchen roll
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- Figure 35: Brand shares in value sales of kitchen towels, years ending November 2013 and 2014
- Kleenex accounts for over half of facial tissue sales
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- Figure 36: Brand shares in value sales of facial tissues, years ending November 2013 and 2014
Companies and Products
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- Kimberly-Clark
- Background and structure
- Product range and innovation
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- Figure 37: Examples of new product launches by Kimberly-Clark in the household paper products market, 2014
- Figure 38: Examples of new product launches by Kimberly-Clark in the household paper products market, 2014 9 (continued)
- Marketing and advertising
- SCA Hygiene
- Background and structure
- Product range and innovation
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- Figure 39: Examples of new product launches by SCA Hygiene in the household paper products market, 2014
- Figure 40: Examples of new product launches by SCA Hygiene in the household paper products market, 2014 (continued)
- Marketing and advertising
- Intertissue Sofidel Group
- Background and structure
- Product range and innovation
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- Figure 41: Examples of new product launches by Intertissue Sofidel in the household paper products market, 2014
- Figure 42: Examples of new product launches by Intertissue Sofidel in the household paper products market, 2014 (continued)
- Marketing and advertising
- Other companies
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- Figure 43: Selected other companies and brands in the household paper products market, 2015
Brand Research
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- Brand map
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- Figure 44: Attitudes towards and usage of selected brands, December 2014
- Correspondence analysis
- Brand attitudes
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- Figure 45: Attitudes, by brand, December 2014
- Brand personality
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- Figure 46: Brand personality – Macro image, December 2014
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- Figure 47: Brand personality – Micro image, December 2014
- Brand experience
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- Figure 48: Brand usage, December 2014
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- Figure 49: Satisfaction with selected brands, December 2014
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- Figure 50: Consideration of selected brands, December 2014
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- Figure 51: Consumer perceptions of selected brand performance, December 2014
- Brand recommendation
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- Figure 52: Recommendation of selected brands, December 2014
Brand Communication and Promotion
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- Key points
- Dip in advertising support for household paper products
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- Figure 53: Main media advertising expenditure on household paper products*, 2011-14
- Figure 54: Main media advertising expenditure on household paper products, by segment, 2011-14
- Kimberly-Clark increases share of advertising spending
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- Figure 55: Main media advertising spending on household paper products*, by selected advertisers, 2011-14
- Andrex the most heavily supported brand
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- Figure 56: Main media advertising expenditure on toilet rolls and moist toilet tissue, by selected advertisers, 2011-14
- Figure 57: Main media advertising expenditure on toilet rolls and moist toilet tissue, by selected brands, 2013 and 2014
- Increase in advertising support for Thirst Pockets
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- Figure 58: Main media advertising expenditure on kitchen towels, by selected advertisers, 2011-14
- Figure 59: Main media advertising expenditure on kitchen towels, by brand, 2013 and 2014
- Kleenex dominates advertising in facial tissues
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- Figure 60: Main media advertising expenditure on tissues, by selected advertisers, 2011-14
- Figure 61: Main media advertising expenditure on tissues, by brand, 2013 and 2014
- TV advertising most important
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- Figure 62: Main media advertising expenditure on household paper products*, by media type, 2011-14
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 63: UK retail value sales of household paper products*, by outlet type, 2012-14
- Discount/value retailers still expanding
The Consumer – Usage and Buying of Household Paper Products
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- Key points
- Usage of moist toilet tissue up to nearly a quarter
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- Figure 64: Usage of household paper products in the last month, 2013 and 2014
- Four in 10 people do not use facial tissues
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- Figure 65: Usage of facial tissues in the last month, by gender and age, November 2014
- Wide usage drives high penetration of kitchen roll
- Vast majority are buyers of toilet tissue
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- Figure 66: Purchasing of household paper products in the last six months, November 2014
The Consumer – Reasons for Using Kitchen Roll
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- Key points
- Kitchen roll used for wide range of tasks
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- Figure 67: Reasons for using kitchen roll, November 2014
- Important role in food preparation and baking
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- Figure 68: Using kitchen roll in food preparation, baking and for cleaning and drying dishes or pans, by gender and age, November 2014
- Useful for a range of household cleaning tasks
- Substitute for facial tissues or paper napkins
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- Figure 69: Using kitchen roll as a napkin or serviette, to blow or wipe the nose and for drying and wiping hands or faces, by gender and age, November 2014
The Consumer – Buying Behaviour
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- Key points
- Special offers biggest influence on purchase decisions
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- Figure 70: Buying behaviour for household paper products, November 2014
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- Figure 71: Those looking for special offers and cheapest price when buying toilet tissue, by age, November 2014
- Shoppers look for both branded and own-brand products
- Thickness of paper most important for kitchen roll
- Limited editions only important for paper napkins
The Consumer – Attitudes towards Moistened Toilet Tissue
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- Key points
- On-the-go packs of moistened toilet tissue appeal
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- Figure 72: Attitudes towards moistened toilet tissue, November 2014
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- Figure 73: Attitudes towards moistened toilet tissue among current users, November 2014
- Marketing the extra freshness given by moist toilet tissue
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- Figure 74: Agreement with statement ‘Moistened toilet tissue is a good idea for when you need extra freshness’, by gender and age, November 2014
- Barriers to usage of moistened toilet tissue
The Consumer – Interest in Features and Benefits for Household Paper Products
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- Key points
- Room for adding value to kitchen roll market
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- Figure 75: Interest in features and benefits for household paper products, November 2014
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- Figure 76: Interest in and willingness to pay more for kitchen roll with disinfectant/antibacterial properties, by age and socio-economic group, November 2014
- More larger and extra-durable sheets of kitchen roll
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- Figure 77: Interest in and willingness to pay more for extra-large sheets of kitchen roll and extra-durable kitchen roll, by age, November 2014
- Focusing on health and hygiene in toilet tissue
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- Figure 78: Interest in and willingness to pay more for toilet paper with medicinal properties, by gender and age, November 2014
- Adding natural fragrances to increase interest
Appendix – Market Size and Forecast
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- Figure 79: Best- and worst-case forecast for UK retail value sales of household paper products*, 2014-19
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Appendix – Segment Performance
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- Figure 80: Best- and worst-case forecast of UK retail sales of toilet tissue, 2009-19
- Figure 81: Best- and worst-case forecast for UK retail value sales of toilet tissue, 2014-19
- Figure 82: Best- and worst-case forecast of UK retail sales of kitchen towels, 2009-19
- Figure 83: Best- and worst-case forecast for UK retail value sales of kitchen towels, 2014-19
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- Figure 84: Best- and worst-case forecast of UK retail sales of facial tissues, 2009-19
- Figure 85: Best- and worst-case forecast for UK retail value sales of facial tissues, 2014-19
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