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Household Paper Products - Europe - February 2011

Household paper can seem a steady, un-dynamic, market. Facial tissues, kitchen roll and toilet paper are convenience products that are a lifestyle necessity. Consequently value sales have expanded, margins have been tightened as many consumers increasingly shop on price.

The way forward is to reposition the products less as household staples, and more as personal lifestyle accessories. As people eat in more, luxury paper tableware can provide an upmarket restaurant feel. Facial and toilet paper can have valued skincare features. Paper hankies and kitchen rolls and wipes can also be trusted guards against bacteria and viruses, particularly in light of recent airborne infections like the H1N1 (Swine flu) virus.

Key themes
  • Value sales are expanding, though largely reflecting rising basic production costs.
  • In volume terms, sales are stagnating in these mature Western European markets.
  • Pocket hankies are the segment to watch.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

              • Value sales still on the up, but volume sales peaking in the West
                • NPD centred around greenness and pampering
                  • Pocket tissue packs and table and kitchen papers grow
                  • European Market Size and Forecast

                    • Key points
                      • Consumption highest in Northern Europe, lowest in the East
                        • Figure 1: Volume use of paper products in Europe, by country, 2008-09
                      • Value sales grow steadily
                        • Figure 2: Value sales of paper products, by country, 2004-15
                      • Sustainability looked for, but at the right price
                        • The right value-added benefits can also appeal
                          • The repercussions of swine flu continue, though less so than before
                            • Figure 3: Per capita spend (population) on paper products, 2004-14
                          • France
                            • Germany
                              • Italy
                                • Spain
                                  • UK
                                    • Poland
                                      • Figure 4: Indexed value sales of paper products, by country, 2005-15
                                  • Market Segmentation

                                    • Key points
                                      • Figure 5: Value sales of paper products, % share by sector and by country, %, 2009
                                    • France
                                      • Figure 6: Value sales of paper products, by sector, France, 2009
                                    • Germany
                                      • Figure 7: Value sales of paper products, by sector, Germany, 2009-2010
                                    • Italy
                                      • Figure 8: Value sales of paper products, by sector, Italy, 2009
                                    • Spain
                                      • Figure 9: Value sales of paper products, by sector, Spain, 2009
                                    • UK
                                      • Figure 10: Value sales of household paper products, by sector, UK, 2009-10
                                    • Poland
                                      • Figure 11: Value sales of paper products by sector, Poland, 2009
                                  • Companies and Product Innovation

                                    • Key points
                                      • Figure 12: New product activity in household paper, % share by global region, March 2010-February 2011
                                      • Figure 13: New product activity in household paper products, Europe, % share by country, March 2010-February 2011
                                      • Figure 14: New product activity in household paper products, % share by sector and by country, Big 5, March 2010-February 2011
                                      • Figure 15: New product activity in household paper products, % share by top five claims in the Big 5 European countries, March 2010-February 2011
                                    • France
                                      • Companies and brands
                                        • Figure 16: New product activity in household paper products, % share by sector, France, 2008-11
                                        • Figure 17: New product activity in household paper products, % share by claim, France, 2008-11
                                      • Most innovative products
                                        • Germany
                                          • Companies and products
                                            • Figure 18: New product activity in household paper products, % share by sector, Germany, 2008-11
                                            • Figure 19: New product activity in household paper products, % share by claim, Germany, 2008-11
                                          • Most innovative products
                                            • Italy
                                              • Companies and brands
                                                • Figure 20: New product activity in household paper products, % share by sector, Italy, 2008-10
                                                • Figure 21: New product activity in household paper products, % share by claim, Italy, 2008-10
                                              • Most innovative products
                                                • Spain
                                                  • Companies and products
                                                    • Figure 22: New product activity in household paper products, % share by sector, Spain, 2008-11
                                                    • Figure 23: New product activity in household paper products, % share by claim, Spain, 2008-11
                                                  • Most innovative products
                                                    • UK
                                                      • Companies and brands
                                                        • Figure 24: New product activity in household paper products, % share by sector, UK, 2008-11
                                                        • Figure 25: New product activity in household paper products, % share by claim, UK, 2008-11
                                                      • Most innovative products
                                                      • The Consumer – European Overview of Product Use

                                                        • Key points
                                                            • Figure 26: Frequency of using boxes of tissues, France, Germany, GB and Spain, 2007-10 
                                                            • Figure 27: Frequency of using pocket tissue packs, France, Germany, GB and Spain, 2007-10
                                                        • The Consumer – Use of Boxed and Pocket Tissues

                                                          • Key points
                                                            • France
                                                              • Figure 28: Frequency of using boxes of tissues, France, 2006-10 
                                                              • Figure 29: Frequency of using pocket tissue packs, France, 2006-10
                                                            • Germany
                                                              • Figure 30: Frequency of using boxes of tissues, Germany, 2009-10
                                                              • Figure 31: Frequency of using pocket tissue packs, Germany, 2009-10
                                                              • Figure 32: Types of tissues used (most often), Germany, 2007-10
                                                            • Spain
                                                              • Figure 33: Frequency of using boxes of tissues, Spain, 2006-10
                                                              • Figure 34: Frequency of using pocket tissues, Spain, 2006-10
                                                              • Figure 35: Types of tissues used (most often), Spain, 2006-10
                                                            • Great Britain
                                                              • Figure 36: Frequency of using boxes of tissues, GB, 2006-10
                                                              • Figure 37: Frequency of using pocket tissue packs, GB, 2007-10
                                                              • Figure 38: Types of tissues used (most often), GB, 2006-10
                                                          • The Consumer – Use of Toilet Tissue

                                                            • Key points
                                                                • Figure 39: Frequency of using toilet roll, France, 2006-10
                                                                • Figure 40: Types of toilet roll used (most often), France, 2007-09
                                                              • Germany
                                                                • Figure 41: Frequency of using toilet roll, Germany, 2007-10
                                                                • Figure 42: Types of toilet roll used (most often), Germany, 2007-10
                                                                • Figure 43: Types of toilet roll used (most often), Germany, 2010
                                                              • Spain
                                                                • Figure 44: Frequency of using toilet roll, Spain, 2006-10
                                                                • Figure 45: Types of toilet roll used (most often), Spain, 2007-10
                                                              • GB
                                                                • Figure 46: Frequency of using toilet roll, GB, 2006-10
                                                                • Figure 47: Types of toilet roll used (most often), GB, 2007-10
                                                              • Pre-moistened tissues
                                                                • Figure 48: Frequency of using pre-moistened tissues, France, Germany, GB, 2010 
                                                                • Figure 49: Frequency of use of pre-moistened tissues, Germany, 2007-09
                                                                • Figure 50: Frequency of use of pre-moistened tissues, Spain, 2006-10
                                                                • Figure 51: Frequency of use of pre-moistened tissues, GB, 2006-09
                                                            • Appendix – Demographic Data

                                                                • Europe
                                                                  • Figure 52: Use of boxes of tissue, by demographics, Europe, vII, 2010
                                                                  • Figure 53: Use of pocket tissue packs, by demographics, Europe, vII, 2010
                                                                • Analysis by country
                                                                  • Figure 54: Use of boxes of tissues, by demographics, France, 2010 
                                                                  • Figure 55: Use of 10 pocket tissue packs, by demographics, France, 2010
                                                                  • Figure 56: Use of toilet roll, by demographics, France, 2010
                                                                  • Figure 57: Use of pre-moistened tissues, by demographics, France, 2010 
                                                                  • Figure 58: Use of boxes of tissues, by demographics, Germany, 2010
                                                                  • Figure 59: Use of pocket tissue packs, by demographics, Germany, 2010
                                                                  • Figure 60: Use of toilet roll, by demographics, Germany, 2010
                                                                  • Figure 61: Use of pre-moistened tissues, by demographics, Germany, 2010
                                                                  • Figure 62: Use of boxes of tissues, by demographics, GB, 2010
                                                                  • Figure 63: Use of pocket tissue packs, by demographics, GB, 2010
                                                                  • Figure 64: Use of toilet roll, by demographics, GB, 2010
                                                                  • Figure 65: Use of pre-moistened tissues, by demographics, GB, 2010
                                                                  • Figure 66: Use of boxes of tissues, by demographics, Spain, 2010
                                                                  • Figure 67: Use of pocket tissue packs, by demographics, Spain, 2010
                                                                  • Figure 68: Use of toilet roll, by demographics, Spain, 2010
                                                                  • Figure 69: Use of pre-moistened tissues, by demographics, Spain, 2010
                                                                  • Figure 70: Usage of tissues in the last 12 months, by demographics, France, 2010
                                                                  • Figure 71: Usage of tissues in the last 12 months, by demographics, Germany, 2010
                                                                  • Figure 72: Usage of tissues in the last 12 months, by demographics, Spain, 2010
                                                                  • Figure 73: Usage of tissues in the last 12 months, by demographics, GB, 2010
                                                                  • Figure 74: Trends in agreement with selected lifestyle statements, Germany 2007-10 
                                                                  • Figure 75: Trends in agreement with selected lifestyle statements, Spain 2006-10
                                                                  • Figure 76: Trends in agreement with selected lifestyle statements, France, 2006-10
                                                                  • Figure 77: Trends in agreement with selected lifestyle statements, GB, 2006-10
                                                                  • Figure 78: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                  • Figure 79: Agreement with selected lifestyle statements, by demographics, France, 2010
                                                                  • Figure 80: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                  • Figure 81: Agreement with selected lifestyle statements, by demographics, Germany, 2010
                                                                  • Figure 82: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                  • Figure 83: Agreement with selected lifestyle statements, by demographics, Spain, 2010
                                                                  • Figure 84: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                  • Figure 85: Agreement with selected lifestyle statements, by demographics, GB, 2010
                                                                  • Figure 86: Agreement with selected lifestyle statements, by demographics, GB, 2010

                                                              Companies Covered

                                                              To learn more about the companies covered in this report please contact us.

                                                              Household Paper Products - Europe - February 2011

                                                              £1,407.00 (Excl.Tax)