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Household Paper Products - UK - February 2011

Growth in value sales of household paper products slowed at the start of the recession in 2008, as consumers became more focused on price and turned more to own-label products and special offers. Since then, market growth has continued to be sluggish, but the big brands have managed to maintain their share of sales through plenty of new product launches and strong promotional support for their brands.

  • Only one in ten main shoppers use moist toilet tissue and they account for just 2% of toilet tissue sales, but with personal hygiene high on the agenda and the population often on the move this sector of the market has growth potential.
  • Since 2008 shoppers have become more focused on special offers, and when buying toilet tissue a quarter of main shoppers go for whatever is on special offer and 15% only buy a branded product such as Andrex if it is on offer. During the current incomes squeeze strong promotional support to brands that helps maximise value sales will be ever more important.
  • Brands need to demonstrate the worth of paying a bit more for household paper products and trading up to value-added products. Just a quarter of main shoppers think it is worth paying more for quilted/extra layer toilet paper, while only 17% are willing to pay more for better quality kitchen roll and 15% more for better quality facial tissues.
  • Much of the marketing focus for kitchen towels is on mopping up spills or messes, but the product in its existing form can be used for a range of other tasks. Modifying the product slightly to better cater for some of these other uses of kitchen roll could help an already trusted brand grow its sales (and the market) through moving into the territory occupied by other household care product suppliers.
  • With incomes being squeezed during 2011, big-ticket spending on items for the home will once again come under pressure, so what luxuries people do buy are more likely to be small everyday indulgences.
  • Being an environmentally-friendly product tops new product launch claims, but since 2008 fewer people have been prepared to pay a premium for such products. Only one in ten main shoppers buy toilet paper made from recycled paper, so improving a brand’s ‘green’ credentials is about more than just the physical product.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: Extend My Brand
                • Trend: Premiumisation and Indulgence
                • Market in Brief

                  • Slowdown in market growth
                    • NPD by big brands limits trading down
                      • Rebranding of SCA-owned brands
                        • Kleenex strengthens position
                          • Strong own-label activity
                            • High usage, but room to grow facial tissues
                              • Lack of consumer engagement in sector
                                • Steady growth expected in short term
                                • Internal Market Environment

                                  • Key points
                                    • Fewer willing to pay more to be green
                                      • Figure 1: British environmental credentials, 2005-10
                                    • More bathrooms means more toilet rolls in use
                                      • Figure 2: Number of bathrooms in the home, 2006-10
                                    • Jump in incidences of colds and flu boost tissues
                                      • Figure 3: Incidence of complaints in the last 12 months, 2005-10
                                    • Increased focus on special offers
                                      • Figure 4: Agreement with statements about shopping, brands and own-label, 2005-10
                                    • Rising cost of pulp and energy pushes up retail prices
                                      • Figure 5: Annual percentage change in consumer prices for non-durable household goods (not seasonally adjusted), 2008-10
                                  • Broader Market Environment

                                    • Key points
                                      • More cooking a boost for kitchen roll
                                        • Figure 6: Agreement with statements about home, family and cooking, 2005-10
                                      • Hygiene issues high on the agenda
                                        • Household budgets under pressure
                                          • Figure 7: GDP, PDI and consumer expenditure, at current prices, 2005-15
                                        • More households means more toilets
                                          • Figure 8: UK households, by size, 2005-15
                                        • Growth in child population to boost toilet tissue
                                          • Figure 9: Trends in the age structure of the UK population, 2005-15
                                      • Strengths and Weaknesses in the Market

                                        • Strengths
                                          • Weaknesses
                                          • Who’s Innovating?

                                            • Key points
                                              • Environment a big focus of attention
                                                • Figure 10: New product launches in the UK household paper products market, % share by leading claims, 2008-10
                                              • Brands accounts for bulk of new launches
                                                • Figure 11: New product launches in the UK household paper products market, % share branded vs. own-label, 2008-10
                                                • Figure 12: New product launches, % share by Top 10 companies in the UK household paper products market, 2008-10
                                              • Mixture of new products and range extensions
                                                • Figure 13: New product launches in the UK household paper products market, % share by launch type, 2008-10
                                            • Competitive Context

                                              • Key points
                                                • Household care continues to see growth
                                                  • Figure 14: The UK household care market, 2005-10
                                              • Market Size and Forecast

                                                • Key points
                                                  • Growth slows in tougher economic times
                                                    • Figure 15: UK retail sales of household paper products, 2005-15
                                                  • Toilet tissue the biggest sector
                                                    • Figure 16: UK retail sales of household paper products, by sector, 2005-10
                                                  • The future
                                                      • Figure 17: Forecast of UK retail sales of household paper products, at current prices, 2005-15
                                                    • Forecast methodology
                                                    • Market Segmentation

                                                      • Key points
                                                        • Decline in toilet tissue growth
                                                          • Figure 18: UK retail value sales of toilet tissue, 2005-15
                                                        • Shoppers cut back on kitchen towels
                                                          • Figure 19: UK retail value sales of kitchen towels, 2005-15
                                                          • Figure 20: UK retail value sales of kitchen towels, by sector, 2009-10
                                                        • Swine flu boost to facial tissues
                                                          • Figure 21: UK retail value sales of facial tissues, 2005-15
                                                      • Market Share

                                                        • Key points
                                                          • Andrex maintains its strong lead
                                                            • Figure 22: Brand shares in value sales of toilet tissue, 2008-10
                                                          • Kitchen towels dominated by own-label
                                                            • Figure 23: Brand shares in value sales of kitchen towels, 2008-10
                                                          • Kleenex strengthens its position
                                                            • Figure 24: Brand shares in value sales of facial tissues, 2008-10
                                                        • Companies and Products

                                                          • Kimberly-Clark
                                                              • Figure 25: Kimberly-Clark Ltd, financial performance, 2008-09
                                                            • SCA Hygiene
                                                                • Figure 26: SCA Hygiene Products UK Ltd, financial performance, 2008-09
                                                              • Georgia-Pacific GB Ltd
                                                                  • Figure 27: Georgia-Pacific GB Ltd, financial performance, 2008-09
                                                                • Intertissue Sofidel
                                                                  • Consuma
                                                                  • Brand Elements

                                                                    • Brand map
                                                                        • Figure 28: Attitudes towards and purchase of household paper brands, January 2011
                                                                      • Brand attitudes
                                                                        • Figure 29: Attitudes by household paper brand, January 2011
                                                                      • Brand personality
                                                                        • Figure 30: Household paper brand personality – macro image, December 2010
                                                                        • Figure 31: Household paper brand personality – micro image, January 2011
                                                                      • Correspondence analysis
                                                                        • Brand experience
                                                                          • Figure 32: Household paper brand purchase, January 2011
                                                                          • Figure 33: Satisfaction with various household paper brands, January 2011
                                                                          • Figure 34: Consideration of household paper brands, January 2011
                                                                          • Figure 35: Consumer perceptions of current household paper brand performance, January 2011
                                                                          • Figure 36: Household paper brand recommendation – Net Promoter Score, December 2010
                                                                        • Brand index
                                                                          • Figure 37: Household paper brand index, January 2011
                                                                          • Figure 38: Household paper brand index vs. recommendation, December 2010
                                                                        • Target group analysis
                                                                          • Figure 39: Target groups, December 2010
                                                                          • Figure 40: Household paper brand usage by target groups, December 2010
                                                                        • Group One – The Conformists
                                                                          • Group Two – Simply the Best
                                                                            • Group Three – Shelf Stalkers
                                                                              • Group Four – Habitual Shoppers
                                                                                • Group Five – The Individualists
                                                                                • Brand Communication and Promotion

                                                                                  • Key points
                                                                                    • Significant increase in advertising in 2010
                                                                                      • Figure 41: Main media advertising expenditure on household paper products, 2006-10
                                                                                      • Figure 42: Main media advertising expenditure on household paper products, by sector, 2006-10
                                                                                    • SCA the biggest overall spender
                                                                                      • Figure 43: Main media advertising expenditure on toilet tissues, by advertiser, 2006-10
                                                                                      • Figure 44: Main media advertising expenditure on toilet tissue brands, by type of advertiser, 2010
                                                                                    • Plenty dominates kitchen towels advertising
                                                                                      • Figure 45: Main media advertising expenditure on kitchen towels and facial tissues, by advertiser, 2006-10
                                                                                    • TV most important to biggest advertisers
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Grocery multiples dominate sales
                                                                                          • Figure 46: Retail distribution of household paper products, 2008-10
                                                                                        • Value retailers grow sales in recession
                                                                                        • Consumer – Use of Toilet Tissue and Facial Tissues

                                                                                          • Key points
                                                                                            • Toilet tissue
                                                                                              • Heavy usage biased towards families
                                                                                                  • Figure 47: Usage of toilet paper, by number of rolls used each month, 2005-10
                                                                                                • Growth in usage of non-standard products
                                                                                                    • Figure 48: Type of toilet paper used, 2005-10
                                                                                                  • Facial tissues
                                                                                                    • Shift towards pocket packs
                                                                                                        • Figure 49: Trends in usage of facial tissues, by number boxes or packs used each month, 2005-10
                                                                                                      • Standard tissues bought most often
                                                                                                        • Figure 50: Trends in types of tissues used, 2005-10
                                                                                                    • Consumer Attitudes and Buying Behaviour – Toilet Tissue

                                                                                                      • Key points
                                                                                                        • One in four willing to pay more for quality
                                                                                                            • Figure 51: Agreement with statements on buying toilet paper, November 2010
                                                                                                          • Big focus on special offers
                                                                                                            • Recycled paper appeals to one in ten shoppers
                                                                                                                • Figure 52: Summary of characteristics of those agreeing with statements on buying toilet paper, November 2010
                                                                                                            • Consumer Attitudes and Buying Behaviour – Kitchen Towels

                                                                                                              • Key points
                                                                                                                • Price the biggest factor driving of choice
                                                                                                                    • Figure 53: Agreement with statements on buying kitchen towels, November 2010
                                                                                                                  • Brand versus own-label dilemma
                                                                                                                    • Getting value from special offers
                                                                                                                      • Few other factors influencing choice
                                                                                                                        • Environmental issues not high on the agenda
                                                                                                                          • Kitchen roll for a variety of uses
                                                                                                                              • Figure 54: Summary of characteristics of those agreeing with statements on buying kitchen roll, November 2010
                                                                                                                          • Consumer Attitudes and Buying Behaviour – Facial Tissues

                                                                                                                            • Key points
                                                                                                                              • Core group of brand loyalists
                                                                                                                                  • Figure 55: Agreement with statements on buying facial tissues, November 2010
                                                                                                                                • Quality slightly more important than price
                                                                                                                                  • Branded quality but not at a higher price
                                                                                                                                    • Stocking up when on special offer
                                                                                                                                      • Encouraging more people to carry tissues
                                                                                                                                        • Niche segments have more potential
                                                                                                                                            • Figure 56: Summary of characteristics of those agreeing with statements on buying facial tissues, November 2010
                                                                                                                                        • Appendix – Internal Market Environment

                                                                                                                                            • Figure 57: British environmental credentials, by demographics, 2010
                                                                                                                                            • Figure 58: Bathrooms in home, by demographics, 2010
                                                                                                                                            • Figure 59: Incidence of complaints in the last 12 months, by demographics, 2010
                                                                                                                                            • Figure 60: Agreement with statements about shopping, brands and own-brands by demographics, 2010
                                                                                                                                        • Appendix – Broader Market Environment

                                                                                                                                            • Figure 61: Agreement with statements about home, family and cooking, by demographics, 2010
                                                                                                                                            • Figure 62: Agreement with statements about home, family and cooking, by demographics, 2010
                                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                                            • Figure 63: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2010-15
                                                                                                                                        • Appendix – Market Segmentation

                                                                                                                                            • Figure 64: Forecast of UK retail sales of toilet tissue, at current prices, 2005-15
                                                                                                                                            • Figure 65: Best case/worst case forecast for UK retail sales of toilet tissue, at current prices, 2010-15
                                                                                                                                            • Figure 66: Forecast of UK retail sales of kitchen towels, at current prices, 2005-15
                                                                                                                                            • Figure 67: Best case/worst case forecast for UK retail sales of kitchen towels, at current prices, 2010-15
                                                                                                                                            • Figure 68: Forecast of UK retail sales of facial tissues, at current prices, 2005-15
                                                                                                                                            • Figure 69: Best case/worst case forecast for UK retail sales of facial tissues, at current prices, 2010-15
                                                                                                                                        • Appendix – Consumer – Use of Toilet Tissue and Facial Tissues

                                                                                                                                            • Figure 70: Usage of toilet paper in the last 12 months, by demographics, 2010
                                                                                                                                            • Figure 71: Usage of tissues in the last 12 months, by demographics, 2010
                                                                                                                                            • Figure 72: Usage of boxed tissues in the last 12 months, by demographics, 2010
                                                                                                                                            • Figure 73: Usage of pocket packs of tissues in the last 12 months, by demographics, 2010
                                                                                                                                        • Appendix – Consumer Attitudes and Buying Behaviour – Toilet Tissue

                                                                                                                                            • Figure 74: Most popular statements on toilet papers, by demographics, November 2010
                                                                                                                                            • Figure 75: Next most popular statements on toilet papers, by demographics, November 2010
                                                                                                                                        • Appendix – Consumer Attitudes and Buying Behaviour – Kitchen Towels

                                                                                                                                            • Figure 76: Most popular statements on kitchen roll, by demographics, November 2010
                                                                                                                                            • Figure 77: Next most popular statements on kitchen roll, by demographics, November 2010
                                                                                                                                        • Appendix – Consumer Attitudes and Buying Behaviour – Facial Tissues

                                                                                                                                            • Figure 78: Most popular statements on facial tissues, by demographics, November 2010
                                                                                                                                            • Figure 79: Next most popular statements on facial tissues, by demographics, November 2010

                                                                                                                                        Companies Covered

                                                                                                                                        • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                        • Alliance Boots
                                                                                                                                        • Asda Group Ltd
                                                                                                                                        • Bank of England
                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                        • Co-operative Group
                                                                                                                                        • Council of Mortgage Lenders
                                                                                                                                        • Forest Stewardship Council
                                                                                                                                        • Georgia Pacific
                                                                                                                                        • Government Actuary's Department (GAD)
                                                                                                                                        • IPC Media Ltd.
                                                                                                                                        • J. Sainsbury
                                                                                                                                        • Kantar Media
                                                                                                                                        • Kimberly-Clark (UK)
                                                                                                                                        • Lidl (UK)
                                                                                                                                        • Londis (Holdings) Ltd - retail sales
                                                                                                                                        • LPC (UK) Ltd
                                                                                                                                        • Marks & Spencer
                                                                                                                                        • Royal Botanic Gardens, Kew
                                                                                                                                        • SCA Hygiene Products UK Ltd
                                                                                                                                        • Spar UK Ltd
                                                                                                                                        • Staples Disposables Ltd
                                                                                                                                        • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                                        • Tesco Plc
                                                                                                                                        • Waitrose
                                                                                                                                        • Walt Disney Company, The
                                                                                                                                        • Warner Bros Distributors Ltd (SFD)
                                                                                                                                        • Wilkinson Hardware Stores Ltd
                                                                                                                                        • Wm Morrison Supermarkets
                                                                                                                                        • Woolworths Group plc

                                                                                                                                        Household Paper Products - UK - February 2011

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