Table of Contents
Executive Summary
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- The market
- Toilet paper and kitchen roll creates growth
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- Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
- Kleenex reflects stagnancy in facial tissues
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- Figure 2: Brand shares in value sales of facial tissues, year ending November 2018
- Regina responsible for growth of kitchen roll segment
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- Figure 3: Brand shares in value sales of kitchen roll, year ending November 2018
- Essity switches focus from Velvet to Cushelle
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- Figure 4: Brand shares in value sales of toilet paper, year ending November 2018
- Companies and brands
- Kitchen/multipurpose paper accounts for nearly half of all launches
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- Figure 5: Launches of household paper products, by sub-category, 2014-18
- The consumer
- Household paper is the definition of a needs-based market
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- Figure 6: Usage of household paper products in the last month, October 2016 and December 2018
- Size of pack key to purchase
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- Figure 7: Important factors when choosing toilet paper to buy, December 2018
- Toilet roll market dependent on quality
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- Figure 8: Toilet paper behaviours, December 2018
- Tissues are often a distress purchase
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- Figure 9: Facial tissues behaviours, December 2018
- Kitchen roll is seen as a basic product where quality is less crucial
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- Figure 10: Kitchen roll behaviours, December 2018
- Net change in tissue purchase is zero
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- Figure 11: Change in frequency of purchasing facial tissues, December 2018
- Kitchen roll market provides opportunities for innovation
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- Figure 12: Interest in household paper innovations, December 2018
- Consumers expecting brands to source sustainably
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- Figure 13: Attitudes towards household paper products, December 2018
- What we think
Issues and Insights
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- Driving growth in kitchen roll
- The facts
- The implications
- Differentiating through environmental means
- The facts
- The implications
The Market – What You Need to Know
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- Toilet paper and kitchen roll creates growth
- Kitchen roll growth limited to select few
- Multiples still the dominant channel
- Consumer sentiment beginning to wane
Market Size and Forecast
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- Toilet paper and kitchen roll creates growth
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- Figure 14: UK retail value sales and forecast of household paper products, at current and constant prices, 2013-23
- Cautious growth expected
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- Figure 15: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
- Forecast methodology
Market Segmentation
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- Kitchen roll growth limited to select few
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- Figure 16: UK retail value sales of household paper products, by segment, 2016-18 (est)
- Facial tissues sales remain stable
- Cushelle activity drives toilet paper resurgence in 2018
Channels to Market
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- Multiples still the dominant channel
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- Figure 17: Retail value sales of household paper products, by outlet type, 2016-18 (est)
- Discounters increase share of sales
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- Figure 18: Non-food products purchased at discounters in the last three months, June 2018
- Online growth limited
Market Drivers
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- Increase in population will be influential
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- Figure 19: Trends in the age structure of the UK population, 2013-23
- Consumer sentiment beginning to wane
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- Figure 20: Trends in consumer sentiment about their financial situation for the coming year, 2009-19
- Kitchen roll used as alternatives to cloths
- Kitchen roll brands have opportunity to capitalise on flu outbreaks
- Potential wet wipe ban to have knock-on effect on paper products
- Health and wellness on the agenda
Companies and Brands – What You Need to Know
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- Essity switches focus from Velvet to Cushelle
- Regina responsible for growth of kitchen roll segment
- Kleenex reflects stagnancy in facial tissues
- Kitchen/multipurpose paper accounts for nearly half of all launches
- Toilet roll focus increases adspend on 2017 levels
- Market leading brands continue to enjoy strong brand image
Market Share
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- Essity switches focus from Velvet to Cushelle
- Petal and own-label on the rise
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- Figure 21: Brand shares in value sales of toilet paper, years ending November, 2017 and 2018
- Regina responsible for growth of kitchen roll segment
- Own-label benefits from consumers’ price focus
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- Figure 22: Brand shares in value sales of kitchen roll, years ending November, 2017 and 2018
- Kleenex reflects stagnancy in facial tissues
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- Figure 23: Brand shares in value sales of facial tissues, years ending November, 2017 and 2018
Launch Activity and Innovation
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- NPD falls on 2017 levels
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- Figure 24: Launches of household paper products, by sub-category, 2014-18
- Brands focus on refreshing and updating lines
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- Figure 25: Launches of household paper products, by launch type, 2014-18
- Lack of innovation provides an opportunity for first movers
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- Figure 26: Examples of new products in the household paper sector, 2018
- Facial tissues market driven by own-label
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- Figure 27: Proportion of new household paper products launches, by own-label vs branded, 2014-18
- Figure 28: Examples of own-label launches in the household paper sector, 2018
- Sofidel most active company
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- Figure 29: New product launches in the household paper products market, % share by ultimate company (top 13 and other), 2018
- Kimberly Clark’s Kleenex one of the few brands to engage with tissues
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- Figure 30: Examples of Kimberly-Clark facial tissue launches under its Kleenex brand, 2018
- Essity pushes Plenty and Cushelle brands
- Environment key to on-pack claims
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- Figure 31: Leading claims on launches of household paper products (based on 2018), 2017-18
- Easy open packs increase in prominence
Advertising and Marketing Activity
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- Added focus on toilet roll means adspend rises
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- Figure 32: Total above-the line, online display and direct mail advertising expenditure on household paper products, 2015-18
- Essity’s Cushelle push is influential
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- Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products, by top advertisers for 2018, 2017-18
- Figure 34: Cushelle Quilted TV advert, March 2018
- Smaller players are becoming more active
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- Figure 35: The Cheeky Panda TV ad campaign, October 2018
- Market is almost exclusively TV driven
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- Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products, by media type, 2018
- Figure 37: Ad campaign for Plenty Handy Towels, October 2018
- Andrex highlights toilet conditions around the world
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- Figure 38: Andrex and WaterAid’s installation at Shoreditch Boxpark, November 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of selected brands, November 2018
- Key brand metrics
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- Figure 40: Key metrics for selected brands, November 2018
- Plenty seen as innovative
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- Figure 41: Attitudes, by brand, November 2018
- Andrex advertising leads to fun image
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- Figure 42: Brand personality – macro image, November 2018
- Nicky most likely to be seen as basic
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- Figure 43: Brand personality – micro image, November 2018
- Brand analysis
- Andrex has universal appeal
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- Figure 44: User profile of Andrex, November 2018
- Kleenex most likely to be seen as caring about health
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- Figure 45: User profile of Kleenex, November 2018
- Plenty’s innovative image continued by Handy Towels launch
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- Figure 46: User profile of Plenty, November 2018
- Velvet has had a turbulent 2018
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- Figure 47: User profile of Velvet, November 2018
- Regina’s image does not limit growth
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- Figure 48: User profile of Regina, November 2018
- Nicky’s NPD may start to turn around negative image
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- Figure 49: User profile of Nicky, November 2018
The Consumer – What You Need to Know
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- Household paper is the definition of a needs-based market
- Size of pack key to purchase
- Toilet roll market dependent on quality
- Net change in tissue purchase is zero
- Kitchen roll market provides opportunities for innovation
- Consumers expecting brands to source sustainably
Usage and Purchase of Household Paper Products
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- Household paper is the definition of a needs-based market
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- Figure 50: Usage of household paper products in the last month, October 2016 and December 2018
- Napkins have seen the largest decline in usage
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- Figure 51: Purchase of household paper products, December 2018
Important Factors When Choosing Toilet Paper
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- Size of pack key to purchase
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- Figure 52: Important factors when choosing toilet paper to buy, December 2018
- Several brands increasing composition to four-ply
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- Figure 53: Examples of toilet paper launches with 4-ply paper, 2017-18
- Importance of quilted affects toilet paper market in 2018
Household Paper Product Behaviours
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- Toilet roll market dependent on quality
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- Figure 54: Toilet paper behaviours, December 2018
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- Figure 55: Examples of own-label toilet paper launches featuring coconut oil, 2017-18
- Tissues are often a distress purchase
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- Figure 56: Facial tissues behaviours, December 2018
- Kitchen roll is seen as a basic product where quality is less crucial
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- Figure 57: Kitchen roll behaviours, December 2018
Change in Purchase Frequency of Facial Tissues
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- Net change in tissue purchase is zero
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- Figure 58: Change in frequency of purchasing facial tissues, December 2018
- Younger people starting from a lower base
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- Figure 59: Net percentage point change in purchase frequency of facial tissues, by age, December 2018
- Online shoppers likely to buy more frequently
Interest in Household Paper Innovations
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- Kitchen roll market provides opportunities for innovation
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- Figure 60: Interest in household paper innovations, December 2018
- Consumers looking for cleaning wipe alternatives
- Younger groups interest in added value tissues
- Toilet paper for outside the home interests a significant minority
- Subscription services of limited mass appeal
Attitudes towards Household Paper Products
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- Consumers expecting brands to source sustainably
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- Figure 61: Attitudes towards household paper products, December 2018
- Environment focus could shift usage habits
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- Figure 62: Examples of The Cheeky Panda launches, 2018
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 63: UK retail value sales and forecast of toilet paper, at current and constant prices, 2013-23
- Figure 64: UK retail value sales and forecast of kitchen roll, at current and constant prices, 2013-23
- Figure 65: UK retail value sales and forecast of facial tissues, at current and constant prices, 2013-23
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