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Household Paper Products - UK - February 2019

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Toilet paper and kitchen roll creates growth
Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
Kleenex reflects stagnancy in facial tissues
Figure 2: Brand shares in value sales of facial tissues, year ending November 2018
Regina responsible for growth of kitchen roll segment
Figure 3: Brand shares in value sales of kitchen roll, year ending November 2018
Essity switches focus from Velvet to Cushelle
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
Figure 5: Launches of household paper products, by sub-category, 2014-18
The consumer
Household paper is the definition of a needs-based market
Figure 6: Usage of household paper products in the last month, October 2016 and December 2018
Size of pack key to purchase
Figure 7: Important factors when choosing toilet paper to buy, December 2018
Toilet roll market dependent on quality
Figure 8: Toilet paper behaviours, December 2018
Tissues are often a distress purchase
Figure 9: Facial tissues behaviours, December 2018
Kitchen roll is seen as a basic product where quality is less crucial
Figure 10: Kitchen roll behaviours, December 2018
Net change in tissue purchase is zero
Figure 11: Change in frequency of purchasing facial tissues, December 2018
Kitchen roll market provides opportunities for innovation
Figure 12: Interest in household paper innovations, December 2018
Consumers expecting brands to source sustainably
Figure 13: Attitudes towards household paper products, December 2018
What we think
ISSUES AND INSIGHTS
Driving growth in kitchen roll
The facts
The implications
Differentiating through environmental means
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
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
Toilet paper and kitchen roll creates growth
Figure 14: UK retail value sales and forecast of household paper products, at current and constant prices, 2013-23
Cautious growth expected
Figure 15: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
Forecast methodology
MARKET SEGMENTATION
Kitchen roll growth limited to select few
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
Multiples still the dominant channel
Figure 17: Retail value sales of household paper products, by outlet type, 2016-18 (est)
Discounters increase share of sales
Figure 18: Non-food products purchased at discounters in the last three months, June 2018
Online growth limited
MARKET DRIVERS
Increase in population will be influential
Figure 19: Trends in the age structure of the UK population, 2013-23
Consumer sentiment beginning to wane
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
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
Essity switches focus from Velvet to Cushelle
Petal and own-label on the rise
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
Figure 22: Brand shares in value sales of kitchen roll, years ending November, 2017 and 2018
Kleenex reflects stagnancy in facial tissues
Figure 23: Brand shares in value sales of facial tissues, years ending November, 2017 and 2018
LAUNCH ACTIVITY AND INNOVATION
NPD falls on 2017 levels
Figure 24: Launches of household paper products, by sub-category, 2014-18
Brands focus on refreshing and updating lines
Figure 25: Launches of household paper products, by launch type, 2014-18
Lack of innovation provides an opportunity for first movers
Figure 26: Examples of new products in the household paper sector, 2018
Facial tissues market driven by own-label
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
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
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
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
Added focus on toilet roll means adspend rises
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
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
Figure 35: The Cheeky Panda TV ad campaign, October 2018
Market is almost exclusively TV driven
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
Figure 38: Andrex and WaterAid’s installation at Shoreditch Boxpark, November 2018
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of selected brands, November 2018
Key brand metrics
Figure 40: Key metrics for selected brands, November 2018
Plenty seen as innovative
Figure 41: Attitudes, by brand, November 2018
Andrex advertising leads to fun image
Figure 42: Brand personality – macro image, November 2018
Nicky most likely to be seen as basic
Figure 43: Brand personality – micro image, November 2018
Brand analysis
Andrex has universal appeal
Figure 44: User profile of Andrex, November 2018
Kleenex most likely to be seen as caring about health
Figure 45: User profile of Kleenex, November 2018
Plenty’s innovative image continued by Handy Towels launch
Figure 46: User profile of Plenty, November 2018
Velvet has had a turbulent 2018
Figure 47: User profile of Velvet, November 2018
Regina’s image does not limit growth
Figure 48: User profile of Regina, November 2018
Nicky’s NPD may start to turn around negative image
Figure 49: User profile of Nicky, November 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Household paper is the definition of a needs-based market
Figure 50: Usage of household paper products in the last month, October 2016 and December 2018
Napkins have seen the largest decline in usage
Figure 51: Purchase of household paper products, December 2018
IMPORTANT FACTORS WHEN CHOOSING TOILET PAPER
Size of pack key to purchase
Figure 52: Important factors when choosing toilet paper to buy, December 2018
Several brands increasing composition to four-ply
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
Toilet roll market dependent on quality
Figure 54: Toilet paper behaviours, December 2018
Figure 55: Examples of own-label toilet paper launches featuring coconut oil, 2017-18
Tissues are often a distress purchase
Figure 56: Facial tissues behaviours, December 2018
Kitchen roll is seen as a basic product where quality is less crucial
Figure 57: Kitchen roll behaviours, December 2018
CHANGE IN PURCHASE FREQUENCY OF FACIAL TISSUES
Net change in tissue purchase is zero
Figure 58: Change in frequency of purchasing facial tissues, December 2018
Younger people starting from a lower base
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
Kitchen roll market provides opportunities for innovation
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
Consumers expecting brands to source sustainably
Figure 61: Attitudes towards household paper products, December 2018
Environment focus could shift usage habits
Figure 62: Examples of The Cheeky Panda launches, 2018
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology
APPENDIX – THE MARKET
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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