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Household Paper Products - UK - February 2012

“While toilet tissue and kitchen towels have enjoyed recent increases in value sales driven by innovation and higher prices, the value of facial tissues market declined in 2011.Facial tissues compete with too many alternatives for blowing/wiping noses, so brands need to communicate more strongly the health and personal care benefits of using tissues, including among men who are significantly less likely to carry tissues with them.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can brands drive value growth in toilet tissue sales?
  • What is the likely future shape of the kitchen towels market?
  • Why are facial tissues facing a big challenge to increase sales?
  • Are there limits to how much consumers can be persuaded trade up?
  • Why are environmental issues such a low priority to consumers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
            • Value sales growth, but decline in volumes
              • Toilet tissue accounts for two thirds of sales
                • Figure 2: UK retail value sales of household paper products, by sector, 2011
              • Market factors
                • Environmental issues a lower priority
                  • More toilets, bottoms and noses
                    • Cooking boosts sales of kitchen towels
                      • Figure 3: Uses of kitchen roll, December 2011
                    • Incidence of colds/flu a big seasonal factor
                      • Costs to manufacturers still rising
                        • Companies, brands and innovation
                          • Andrex takes a third of toilet tissue sales
                            • Figure 4: Estimated brand value shares in the toilet tissue market, 2011
                          • Multi Cloth boosts Thirst Pockets sales
                            • Figure 5: Estimated brand value shares in the kitchen towels market, 2011
                          • Own-label increases NPD activity
                            • Figure 6: New product launches in the household paper products market, % by product type, 2011
                          • SCA the top advertiser
                            • The consumer
                              • Quality most important for toilet paper
                                • Figure 7: Importance of quality and price when buying household paper products, December 2011
                              • Own-brand preferred most in kitchen roll
                                • Figure 8: Choosing well-known brands or own-brand when buying household paper products, December 2011
                              • Special offers a big influence on choice
                                • Figure 9: Importance of special offers when buying household paper products, December 2011
                              • Softness biggest factor for toilet paper and tissues
                                • Figure 10: Factors influencing choice of household papers products – softness, thickness, size and number of sheets, December 2011
                              • Strength and absorbency for kitchen roll
                                • Figure 11: Factors influencing choice of household papers products – strength, absorbency, design and other added benefits, December 2011
                              • Kitchen roll one of life’s essentials
                                • Figure 12: Attitudes towards household paper products, December 2011
                              • What we think
                              • Issues in the Market

                                  • How can brands drive value growth in toilet tissue sales?
                                    • What is the likely future shape of the kitchen towels market?
                                      • Why are facial tissues facing a big challenge to increase sales?
                                        • Are there limits to how much consumers can be persuaded trade up?
                                          • Why are environmental issues such a low priority to consumers?
                                          • Future Opportunities

                                              • Trend: Transumers
                                                • Trend: Life an informal affair
                                                • Internal Market Environment

                                                  • Key points
                                                    • Environmental issues a lower priority for consumers
                                                      • Figure 13: British environmental credentials, 2006-11
                                                    • Number of bathrooms/toilets determines rolls in use
                                                      • Figure 14: Number of bathrooms in the home, 2006-11
                                                      • Figure 15: Breakdown of the number of toilets in homes in the UK, June 2011
                                                    • Extreme weather pushes up incidence of colds and flu
                                                      • Figure 16: Incidence of complaints in the last 12 months, 2006-11
                                                    • Shoppers focusing more on special offers
                                                      • Figure 17: Agreement with statements about shopping, brands and own-label, 2006-11
                                                    • Higher pulp and energy prices
                                                      • Figure 18: Producer price index for pulp, paper and paperboard (2005=100), Jan-Dec 2011
                                                  • Broader Market Environment

                                                    • Key points
                                                      • More households means more toilets
                                                        • Figure 19: UK households, by size, 2006-16
                                                      • Population growth will increase volume sales
                                                        • Figure 20: Trends in the age structure of the UK population, 2006-16
                                                      • Strong interest in cooking and entertaining
                                                        • Figure 21: Agreement with statements about cooking and home entertaining, 2006-11
                                                      • Marching home décor a lower priority
                                                        • Figure 22: Agreement with statements about home improvements and décor, 2006-11
                                                      • Household budgets still under pressure
                                                        • Figure 23: Trends in how respondents would describe their financial situation, February 2009-December 2011
                                                        • Figure 24: Trends in current financial situation compared with a year ago, July-December 2011
                                                      • Growing concern about the future
                                                        • Figure 25: Trends in the impact of the economic downturn on consumers, February 2009-December 2011
                                                        • Figure 26: Trends in consumer sentiment for the coming year, February 2009-December 2011
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Increased activity in kitchen roll
                                                              • Figure 27: New product launches in the household paper products market, % by product type, 2007-11
                                                              • Figure 28: New product launches in the household paper products market, % share by own-label/branded, 2007-11
                                                            • Top four supermarkets account for a third of launches
                                                              • Figure 29: New product launches in the household paper products market, % share by company, 2007-11
                                                            • Focusing on kitchen towels for cleaning
                                                              • Environmental claims most common
                                                                • Figure 30: New product launches in the household paper products market, % share by claim, 2007-11
                                                              • Four in ten launches are new products
                                                                • Figure 31: Product launches within the UK household paper products market, % by launch type, 2007-11
                                                            • Competitive Context

                                                              • Key points
                                                                • Paper products outperform household care
                                                                  • Figure 32: Comparison of household paper products with other household care markets, 2006-11
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Higher prices drive value growth
                                                                    • Figure 33: UK retail value sales and forecast of household paper products*, at current and constant prices, 2006-16
                                                                  • Toilet tissue accounts for two thirds of sales
                                                                    • Figure 34: UK retail sales of household paper products, by sector, 2006-11
                                                                  • The future
                                                                      • Figure 35: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
                                                                    • Forecast methodology
                                                                    • Market Segmentation

                                                                      • Key points
                                                                        • Toilet tissue shows solid value growth
                                                                          • Figure 36: UK retail value sales of toilet tissue, at current and constant prices, 2006-16
                                                                        • Trading up seen in the kitchen roll market
                                                                          • Figure 37: UK retail value sales of kitchen towels, at current and constant prices, 2006-16
                                                                        • Sales of facial tissues struggle during 2011
                                                                          • Figure 38: UK retail value sales of facial tissues, at current and constant prices, 2006-16
                                                                      • Market Share

                                                                        • Key points
                                                                          • Andrex maintains market leadership
                                                                            • Figure 39: Brand shares in value sales of toilet tissue, 2009-11
                                                                          • Innovation boosts brands in kitchen towels
                                                                            • Figure 40: Brand shares in value sales of kitchen towels, 2009-11
                                                                          • Brands taking a larger share of tissue market
                                                                            • Figure 41: Brand shares in value sales of facial tissues, 2009-11
                                                                        • Companies and Products

                                                                          • Kimberly-Clark
                                                                              • Figure 42: New product launches by Kimberly-Clark in the UK household paper products market, January-December 2011
                                                                            • SCA Hygiene
                                                                                • Figure 43: New product launches by SCA Hygiene in the UK household paper products market, January-December 2011
                                                                              • Georgia-Pacific GB Ltd
                                                                                  • Figure 44: New product launches by Georgia-Pacific in the UK household paper products market, January-December 2011
                                                                                • Intertissue Sofidel
                                                                                    • Figure 45: New product launches by Intertissue in the UK household paper products market, January-December 2011
                                                                                  • Consuma
                                                                                    • Caspari
                                                                                      • Talking Tables
                                                                                        • Duni
                                                                                        • Brand Research

                                                                                          • Brand map
                                                                                              • Figure 46: Attitudes towards and usage of brands in the household paper sector, December 2011
                                                                                            • Correspondence analysis
                                                                                              • Brand attitudes
                                                                                                • Figure 47: Attitudes by household paper brand, December 2011
                                                                                              • Brand personality
                                                                                                • Figure 48: Household paper brand personality – macro image, December 2011
                                                                                                • Figure 49: Household paper brand personality – micro image, December 2011
                                                                                              • Brand experience
                                                                                                • Figure 50: Household paper brand usage, December 2011
                                                                                                • Figure 51: Satisfaction with various household paper brands, December 2011
                                                                                                • Figure 52: Consideration of household paper brands, December 2011
                                                                                                • Figure 53: Consumer perceptions of current household paper brand performance, December 2011
                                                                                                • Figure 54: Household paper brand recommendation – Net Promoter Score, December 2011
                                                                                              • Brand index
                                                                                                • Figure 55: Household paper brand index, December 2011
                                                                                                • Figure 56: Household paper brand index vs. recommendation, December 2011
                                                                                              • Target group analysis
                                                                                                • Figure 57: Target groups, December 2011
                                                                                                • Figure 58: Household paper brand usage, by target groups, December 2011
                                                                                              • Group One – Conformists
                                                                                                • Group Two – Simply the Best
                                                                                                  • Group Three – Shelf Stalkers
                                                                                                    • Group Four – Habitual Shoppers
                                                                                                      • Group Five – Individualists
                                                                                                      • Brand Communication and Promotion

                                                                                                        • Key points
                                                                                                          • Strong increase in total advertising
                                                                                                            • Figure 59: Main media advertising expenditure on household paper products, 2007-11
                                                                                                            • Figure 60: Main media advertising expenditure on household paper products, by product category, 2007-11
                                                                                                          • SCA Hygiene the biggest advertiser
                                                                                                            • Figure 61: Main media advertising expenditure on household paper products, by advertiser, 2007-11
                                                                                                          • Cushelle the biggest campaign of 2011
                                                                                                            • Figure 62: Main media advertising expenditure on household paper products, by brand, 2010 and 2011
                                                                                                          • Reduction in 2011 advertising for Andrex
                                                                                                            • Figure 63: Main media advertising expenditure on toilet rolls and moist toilet tissue, by advertiser, 2007-11
                                                                                                            • Figure 64: Main media advertising expenditure on kitchen towels and tissues, by advertiser, 2007-11
                                                                                                          • TV advertising dominates spending
                                                                                                            • Figure 65: Main media advertising expenditure on household paper products, by media type, 2007-11
                                                                                                        • Channels to Market

                                                                                                          • Key points
                                                                                                            • Grocery multiples dominate
                                                                                                              • Figure 66: Retail distribution of household paper products, 2009-11
                                                                                                            • Tissues have significant presence in chemists
                                                                                                            • Usage of Household Paper Products

                                                                                                              • Key points
                                                                                                                • Three in ten people heavy users of toilet paper
                                                                                                                  • Figure 67: Usage of toilet paper, by number of rolls used each month, 2006-11
                                                                                                                • Standard toilet paper dominates
                                                                                                                  • Figure 68: Type of toilet paper used, 2006-11
                                                                                                                • Facial tissues used by three quarters of people
                                                                                                                  • Figure 69: Usage of facial tissues, by number boxes or pocket packs used each month, 2011
                                                                                                                  • Figure 70: Types of tissues used, standard vs. recycled, 2006-11
                                                                                                                • Vast majority of homes buy kitchen roll
                                                                                                                  • Figure 71: Purchasing of household paper products, December 2011
                                                                                                                • Kitchen roll used for a range of household tasks
                                                                                                                    • Figure 72: Uses of kitchen roll, December 2011
                                                                                                                • Buying Behaviour

                                                                                                                  • Key points
                                                                                                                    • Quality most important for toilet paper
                                                                                                                      • Figure 73: Attitudes towards buying household paper products, by type, December 2011
                                                                                                                    • Own-brand has the biggest presence in kitchen roll
                                                                                                                      • Special offers have a big influence on choice
                                                                                                                        • Women make a bigger effort to save money
                                                                                                                          • Figure 74: Influence of price and special offers on buying toilet paper, by gender, December 2011
                                                                                                                        • Over-45s most brand loyal for toilet paper
                                                                                                                          • Figure 75: Importance of brand when buying toilet paper, by gender, December 2011
                                                                                                                        • Supermarket shoppers buying some products at discount outlets
                                                                                                                        • Factors Influencing Choice

                                                                                                                          • Key points
                                                                                                                            • Softness biggest factor for toilet paper and tissues
                                                                                                                              • Figure 76: Factors influencing choice of household paper products, December 2011
                                                                                                                            • Number of sheets more important than size of them
                                                                                                                              • Absorbency and strength the biggest issues for kitchen roll
                                                                                                                                • Colours/patterns biggest factor for paper napkins
                                                                                                                                  • Added benefits important for facial tissues
                                                                                                                                  • Attitudes Towards Household Paper Products

                                                                                                                                    • Key points
                                                                                                                                      • Kitchen roll one of life’s essentials
                                                                                                                                        • Figure 77: Attitudes towards household paper products, December 2011
                                                                                                                                      • Room to grow sales of moistened toilet tissue
                                                                                                                                        • Colds spur purchases of medicated/anti-viral tissues
                                                                                                                                          • Matching room colours not that important
                                                                                                                                            • Getting the paper napkins out for special occasions
                                                                                                                                              • Four in ten prefer reusable cloth to kitchen roll
                                                                                                                                                • Toilet paper for noses as well as bottoms
                                                                                                                                                    • Figure 78: Any agreement with statements on attitudes towards household paper products, December 2011
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 79: British environmental credentials, by demographics, 2011
                                                                                                                                                    • Figure 80: Number of bathrooms in the home, by demographics, 2011
                                                                                                                                                    • Figure 81: Incidence of complaints in the last 12 months, by demographics, 2011
                                                                                                                                                    • Figure 82: Agreement with statements about shopping, brands and own-label, by demographics, 2011
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 83: Agreement with statements about home, family and cooking, by demographics, 2011
                                                                                                                                                    • Figure 84: Agreement with statements about home, family and cooking, by demographics, 2011
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 85: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2011-16
                                                                                                                                                • Appendix – Market Segmentation

                                                                                                                                                    • Figure 86: Forecast of UK retail sales of toilet tissue, at current prices, 2006-16
                                                                                                                                                    • Figure 87: Best case/worst case forecast for UK retail sales of toilet tissue , at current prices, 2011-16
                                                                                                                                                    • Figure 88: Forecast of UK retail sales of kitchen towels , at current prices, 2006-16
                                                                                                                                                    • Figure 89: Best case/worst case forecast for UK retail sales of kitchen towels , at current prices, 2011-16
                                                                                                                                                    • Figure 90: Forecast of UK retail sales of facial tissues , at current prices, 2006-16
                                                                                                                                                    • Figure 91: Best case/worst case forecast for UK retail sales of facial tissues , at current prices, 2011-16
                                                                                                                                                • Appendix – Brand Research

                                                                                                                                                    • Figure 92: Brand usage, December 2011
                                                                                                                                                    • Figure 93: Brand commitment, December 2011
                                                                                                                                                    • Figure 94: Brand momentum, December 2011
                                                                                                                                                    • Figure 95: Brand diversity, December 2011
                                                                                                                                                    • Figure 96: Brand satisfaction, December 2011
                                                                                                                                                    • Figure 97: Brand recommendation, December 2011
                                                                                                                                                    • Figure 98: Brand attitudes, December 2011
                                                                                                                                                    • Figure 99: Brand image – macro image, December 2011
                                                                                                                                                    • Figure 100: Brand image – micro image, December 2011
                                                                                                                                                    • Figure 101: Profile of target groups, by demographics, December 2011
                                                                                                                                                    • Figure 102: Psychographic segmentation, by target group, December 2011
                                                                                                                                                    • Figure 103: Brand usage, by target group, December 2011
                                                                                                                                                  • Brand index
                                                                                                                                                    • Figure 104: Brand index, December 2011
                                                                                                                                                • Appendix – Usage of Household Paper Products

                                                                                                                                                    • Figure 105: Usage of toilet paper, by number of rolls used each month, by demographics, 2011
                                                                                                                                                    • Figure 106: Usage of facial tissues, by number of boxes or packs used each month, by demographics, 2011
                                                                                                                                                    • Figure 107: Usage of facial tissues, by number of boxes used each month, by demographics, 2011
                                                                                                                                                    • Figure 108: Usage of facial tissues, by number packs used each month, by demographics, 2011
                                                                                                                                                    • Figure 109: Purchasing of toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 110: Purchasing of kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 111: Purchasing of facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 112: Purchasing of paper napkins, by demographics, December 2011
                                                                                                                                                    • Figure 113: Most popular uses of kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 114: Next most popular uses of kitchen roll, by demographics, December 2011
                                                                                                                                                • Appendix – Buying Behaviour

                                                                                                                                                    • Figure 115: Most popular attitudes towards buying toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 116: Next most popular attitudes towards buying toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 117: Other attitudes towards buying toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 118: Most popular attitudes towards buying kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 119: Next most popular attitudes towards buying kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 120: Other attitudes towards buying kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 121: Most popular attitudes towards buying facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 122: Next most popular attitudes towards buying facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 123: Other attitudes towards buying facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 124: Most popular attitudes towards buying paper napkins, by demographics, December 2011
                                                                                                                                                    • Figure 125: Next most popular attitudes towards buying paper napkins, by demographics, December 2011
                                                                                                                                                • Appendix – Factors Influencing Choice

                                                                                                                                                    • Figure 126: Most popular factors influencing choice of toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 127: Next most popular factors influencing choice of toilet paper, by demographics, December 2011
                                                                                                                                                    • Figure 128: Most popular factors influencing choice of kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 129: Next most popular factors influencing choice of kitchen roll, by demographics, December 2011
                                                                                                                                                    • Figure 130: Most popular factors influencing choice of facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 131: Next most popular factors influencing choice of facial tissues, by demographics, December 2011
                                                                                                                                                    • Figure 132: Factors influencing choice of paper napkins, by demographics, December 2011
                                                                                                                                                • Appendix – Attitudes Towards Household Paper Products

                                                                                                                                                    • Figure 133: Agreement with the statements ‘I prefer to use reusable cloths rather than kitchen roll’ and ‘I prefer to use a handkerchief rather than tissues’, by demographics, December 2011
                                                                                                                                                    • Figure 134: Agreement with the statements ‘I buy better quality toilet paper if guests are coming to stay’ and ‘Kitchen roll is one of life’s essentials’, by demographics, December 2011
                                                                                                                                                    • Figure 135: Agreement with the statements ‘I use toilet paper as an alternative to tissues’ and ‘I usually carry tissues in my pocket or in my bag’, by demographics, December 2011
                                                                                                                                                    • Figure 136: Agreement with the statements ‘I choose tissues to match the colours of the room’ and ‘I choose toilet paper to match the colours of the bathroom’, by demographics, December 2011
                                                                                                                                                    • Figure 137: Agreement with the statements ‘Moistened toilet tissue is a good idea for extra freshness’ and ‘When i have a cold i buy medicated/anti-viral tissues’, by demographics, December 2011
                                                                                                                                                    • Figure 138: Agreement with the statements ‘I only use paper napkins/serviettes for special occasions’ and ‘I prefer to use cloth napkins to paper napkins/serviettes’, by demographics, December 2011

                                                                                                                                                Companies Covered

                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Alliance Boots UK Retail
                                                                                                                                                • Amazon.co.uk
                                                                                                                                                • Apple Retail UK
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • ASOS (UK retail sales)
                                                                                                                                                • Bank of England
                                                                                                                                                • Bebo Inc
                                                                                                                                                • British Broadcasting Corporation (BBC)
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Channel 4
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Council of Mortgage Lenders
                                                                                                                                                • Elior SCA
                                                                                                                                                • Facebook, Inc.
                                                                                                                                                • Forest Stewardship Council
                                                                                                                                                • FriendsReunited
                                                                                                                                                • Georgia Pacific
                                                                                                                                                • Good Housekeeping
                                                                                                                                                • Google UK
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • Harrods Group Total
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • John Lewis Partnership
                                                                                                                                                • Kantar Media
                                                                                                                                                • Kelkoo S.A.
                                                                                                                                                • Kimberly-Clark (UK)
                                                                                                                                                • L'Oréal (UK)
                                                                                                                                                • Liberty Retail Plc
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • LinkedIn
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • MySpace.com
                                                                                                                                                • Netto Foodstores Ltd
                                                                                                                                                • Nisa
                                                                                                                                                • Ocado Ltd
                                                                                                                                                • R Twining and Company Limited
                                                                                                                                                • Research in Motion Uk Ltd.
                                                                                                                                                • SCA Hygiene Products UK Ltd
                                                                                                                                                • Selfridges Retail Ltd
                                                                                                                                                • Sofidel Group
                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Tempo
                                                                                                                                                • Tesco Plc
                                                                                                                                                • Twitter, Inc.
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose Ltd
                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                • Wilkinson Hardware Stores Ltd
                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                • YouTube, Inc.

                                                                                                                                                Household Paper Products - UK - February 2012

                                                                                                                                                £1,750.00 (Excl.Tax)