Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Value sales decline of household paper products slows
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- Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products*, 2011-21
- Companies and brands
- Andrex extends lead over competitor toilet tissue brands
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- Figure 2: Brand shares in value sales of toilet tissue, year ending November 2016
- Regina experiences marked increase in share of kitchen roll
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- Figure 3: Brand shares in value sales of kitchen roll, year ending October 2016
- Kleenex continues to thrive in facial tissues segment
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- Figure 4: Brand shares in value sales of facial tissues, year ending October 2016
- True innovation falls
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- Figure 5: Launches of household paper products*, by launch type, 2013-16
- The consumer
- Penetration of household paper products stays consistent
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- Figure 6: Usage of household paper products in the last month, October 2015 and October 2016
- Most buy on a monthly basis
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- Figure 7: Buying frequency of household paper products in the last 6 months, October 2016
- Shopping alongside groceries offers convenience
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- Figure 8: Shopping channels used for buying household paper products in the last 6 months, October 2016
- Consumers most interested in functional advertising
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- Figure 9: Appealing advertising features for toilet paper/tissue and kitchen roll, October 2016
- Kitchen roll a vital part of cleaning regime
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- Figure 10: Uses of kitchen roll, October 2016
- Brands need to break habits
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- Figure 11: Attitudes towards household paper products, October 2016
- What we think
Issues and Insights
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- Making advertising count
- The facts
- The implications
- The future of online shopping in household paper
- The facts
- The implications
The Market – What You Need to Know
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- Value sales decline of household paper products slows
- Biggest decline in facial tissues, while kitchen roll grows
- Grocery multiples dominate as discounters lose ground
- Market set to benefit from population growth
Market Size and Forecast
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- Value sales decline of household paper products slows
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- Figure 12: UK retail value sales and forecast of household paper products*, at current and constant prices, 2011-21
- Further decline set to transform into growth
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- Figure 13: Best- and worst-case forecast of UK retail value sales of household paper products*, 2011-21
- Forecast methodology
- The impact of the EU referendum vote
- Household paper thrived through last recession
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- Figure 14: Alternative market scenarios for the post-Brexit household paper products* market, at current prices, 2016-21
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- Figure 15: Detailed post-Brexit scenarios for the household paper products* market, at current prices, 2016-21
- Demand for household paper remains during downturns
- Change in shopping habits mean lower growth rates
Market Segmentation
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- Facial tissues still impacted by rise of discounters
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- Figure 16: UK retail value sales of household paper products*, by segment, 2014-16
- Toilet tissue experiences slight decline
- Kitchen rolls bounces back
Channels to Market
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- Grocery multiples dominate
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- Figure 17: Retail value sales of household paper products*, by outlet type, 2014-16
- Signs that discount grocers are plateauing
- Online-only set for boost
Market Drivers
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- Number of households set to increase
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- Figure 18: UK households, by size, 2011-21
- Increase in the number of bathrooms
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- Figure 19: Number of bathrooms/toilets in the home, May 2016
- Ageing population potentially increases demand for paper products
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- Figure 20: Trends in the age structure of the UK population, 2011-21
- Proportion of people able spend on luxuries increases
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- Figure 21: Trends in how respondents would describe their financial situation, February 2009-January 2017
- Broadband investment could mean more people work at home
- Cooking at home influences kitchen roll usage
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- Figure 22: Frequency of cooking in the home, by type of meal, February 2016
- Cleaning behaviours have knock-on effect on paper usage
Companies and Brands – What You Need to Know
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- Kimberly-Clark increases market share in toilet and facial tissue
- Regina sees fastest growth
- Andrex and Kleenex’s dominance based on image
- More launches than in 2015, but lower proportion are brand new products
- SCA the main driver of adspend
Market Share
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- Andrex extends lead over competitor toilet tissue brands
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- Figure 23: Brand shares in value sales of toilet tissue, years ending November, 2015 and 2016
- Regina experiences marked increase in share of kitchen roll
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- Figure 24: Brand shares in value sales of kitchen roll, years ending October, 2015 and 2016
- Kleenex continues to thrive in facial tissues segment
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- Figure 25: Brand shares in value sales of facial tissues, years ending October, 2015 and 2016
Launch Activity and Innovation
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- Launches up on 2015
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- Figure 26: Launches of household paper products*, by sub-category, 2013-16
- Proportion of true innovation falls
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- Figure 27: Launches of household paper products*, by launch type, 2013-16
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- Figure 28: Examples of new packaging launches in the household paper products market, 2016
- Brands increase share of launches
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- Figure 29: Proportion of new household paper products* launches, by own-label vs branded, 2013-16
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- Figure 30: Waitrose ECOlogical sub-brand launches, 2016
- Toilet tissue responsible for increase in branded launches
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- Figure 31: Proportion of new toilet tissue launches, by own-label vs branded, 2013-16
- Kimberly-Clark the most active company
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- Figure 32: New product launches in the household paper products market*, % share by ultimate parent company (top 12 and other), 2016
- Environmental claims still strongest
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- Figure 33: Leading claims on launches of household paper products* (based on 2016), 2015-16
- Seasonal launches grow
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- Figure 34: Examples of seasonal launches in the household paper products category, 2016
Advertising and Marketing Activity
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- Advertising spend stays consistent
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- Figure 35: Total above-the line, online display and direct mail advertising expenditure on household paper products*, by segment, 2015-16
- Kitchen towels increase share of adspend
- SCA Hygiene the main driver of adspend
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by top advertisers for 2016, 2015-16
- Kimberly-Clark reduces adspend but increases market share
- TV still remains dominant format
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- Figure 37: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by media type, 2015-16
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 38: Attitudes towards and usage of selected brands, November 2016
- Key brand metrics
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- Figure 39: Key metrics for selected brands, November 2016
- Regina most likely to be associated with value
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- Figure 40: Attitudes, by brand, November 2016
- Andrex advertising creates fun image
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- Figure 41: Brand personality – Macro image, November 2016
- Plenty’s focus on strength creates innovative image
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- Figure 42: Brand personality – Micro image, November 2016
- Brand analysis
- Andrex’s image matches market share lead
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- Figure 43: User profile of Andrex, November 2016
- Plenty noted for innovation and high-performance
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- Figure 44: User profile of Plenty, November 2016
- Kleenex shares similar strengths to Andrex
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- Figure 45: User profile of Kleenex, November 2016
- Cushelle noted for fun image
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- Figure 46: User profile of Cushelle, November 2016
- Velvet lacks same upbeat personality as Cushelle
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- Figure 47: User profile of Velvet, November 2016
- Regina’s image yet to match strong sales growth
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- Figure 48: User profile of Regina, November 2016
The Consumer – What You Need to Know
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- No increase in product penetration
- Most buy on a monthly basis
- Shopping alongside groceries
- Consumers prefer functional advertising
- Kitchen roll a vital part of cleaning process
- Brands need to break habits
Usage and Purchase of Household Paper Products
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- Penetration of household paper products stays consistent
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- Figure 49: Usage of household paper products in the last month, October 2015 and October 2016
- Most buy on a monthly basis
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- Figure 50: Buying frequency of household paper products in the last 6 months, October 2016
- Gender split for some products
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- Figure 51: Any purchase of household paper products in the last 6 months, by gender, October 2016
Shopping Channels for Household Paper Products
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- Shopping alongside groceries offers convenience
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- Figure 52: Shopping channels used for buying household paper products in the last 6 months, October 2016
- Facial tissues and napkins less likely to be bought in supermarkets
- Online-only retailers have low usage but could be set for growth
- Shopping likely to be a pre-planned event
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- Figure 53: Repertoire of shopping channels used for buying selected household paper products in the last 6 months, October 2016
Appealing Advertising for Household Paper Products
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- Consumers most interested in functional advertising
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- Figure 54: Appealing advertising features for toilet paper/tissue and kitchen roll, October 2016
- Kitchen roll based on versatility
Kitchen Roll Uses
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- Kitchen roll a vital part of cleaning regime
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- Figure 55: Uses of kitchen roll, October 2016
- Interchangeable uses between household paper products
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- Figure 56: Repertoire of kitchen roll uses, October 2016
Attitudes towards Household Paper Products
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- Consumers understand environmental issues
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- Figure 57: Attitudes towards household paper products and the environment, October 2016
- Consumers still need encouragement to use recycled paper
- Own-label vs brands
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- Figure 58: Attitudes towards own-label and special offers in household paper products, October 2016
- Vibrant colours may help to drive standout
- Potential for exploration of alternative fibres
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- Figure 59: Attitudes towards alternative household paper product products/services, October 2016
- Subscription services hold interest
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast Methodology
Appendix – The Market
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- Figure 60: UK retail value sales and forecast of toilet tissue, at current and constant prices, 2011-21
- Figure 61: UK retail value sales and forecast of kitchen roll, at current and constant prices, 2011-21
- Figure 62: UK retail value sales and forecast of facial tissues, at current and constant prices, 2011-21
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