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Household Paper Products - UK - February 2013

While household paper products are essentially staple items that are mostly bought with the groceries when shoppers are focused on saving money, toilet tissue, kitchen towels and facial tissues all still offer opportunities for adding value to sales through product development. Consumers have shown themselves to be willing to pay a little bit more for these essentials if they think premium products offer them valuable benefits, and a greater focus on health, hygiene and personal care will help growth in all three product categories.”
– Richard Caines, Senior Household Care Analyst

This report looks in more detail at:

  • How can toilet tissue brands encourage more trading up?
  • What added benefits are most likely to appeal to shoppers?
  • How can product substitution drive growth in kitchen towels?
  • What can facial tissue brands do to increase usage?
  • What impact are environmental issues having on the market?

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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*, 2007-17
            • Slowdown seen in total sales growth
              • Increase in average prices being paid
                • Figure 2: Breakdown of retail value sales of household paper products, % share by segment, 2012
              • Market factors
                • More households to boost size of household paper market
                  • Fewer prepared to compromise or pay more to be green
                    • Companies, brands and innovation
                      • Branded products increase share in toilet tissue and kitchen towels
                        • Figure 3: Estimated brand shares in value sales of toilet tissue, year ending November 2012
                        • Figure 4: Estimated brand shares in value sales of kitchen towels, year ending November 2012
                      • Kitchen towels see most new product new launches
                        • Figure 5: New product launches in the household paper products market, % by product type, 2012
                      • SCA Hygiene tops advertising spending
                        • The consumer
                          • Usage of facial tissues far from universal
                            • Further potential for trading up in toilet tissue
                              • Figure 6: Attitudes towards toilet paper, November 2012
                            • Limiting usage and buying thicker sheets in kitchen towels
                              • Figure 7: Attitudes towards kitchen roll, November 2012
                            • Facial tissues for a variety of situations
                              • Figure 8: Attitudes towards facial tissues, November 2012
                            • Number of new product opportunities
                              • Figure 9: Interest in new household paper products, November 2012
                            • What we think
                            • Issues in the Market

                                • How can toilet tissue brands encourage more trading up?
                                  • What added benefits are most likely to appeal to shoppers?
                                    • How can product substitution drive growth in kitchen towels?
                                      • What can facial tissue brands do to increase usage?
                                        • What impact are environmental issues having on the market?
                                        • Trend Application

                                            • Trend: Mood to Order
                                              • Trend: Perfecting the Details
                                                • 2015 trend: East Meets West
                                                • Market Drivers

                                                  • Key points
                                                    • Growth in the number of households
                                                      • Figure 10: UK households, by size, 2007-17
                                                    • More bottoms in need of wiping
                                                      • Figure 11: Trends in the age structure of the UK population, 2007-17
                                                    • Household budgets still under pressure
                                                      • Figure 12: Trends in how respondents would describe their financial situation, February 2009-January 2013
                                                      • Figure 13: Trends in the impact of the economic downturn on consumers, February 2009-January 2013
                                                      • Figure 14: Trends in consumer sentiment for the coming year, February 2009-January 2013
                                                    • Greater focus on special offers
                                                        • Figure 15: Agreement with statements about shopping, brands and own-label, 2007-12
                                                      • Fewer willing to make compromises for the environment
                                                        • Figure 16: British environmental credentials, 2007-12
                                                      • Most homes have just one toilet
                                                        • Figure 17: Number of bathrooms in the home, 2007-12
                                                        • Figure 18: Breakdown of the number of toilets in homes in the UK, June 2012
                                                      • Amount of cooking influences use of kitchen towels
                                                        • Figure 19: Agreement with statements about cooking and home entertaining, 2007-12
                                                      • Colds and flu increases usage of tissues
                                                        • Figure 20: Incidence of complaints in the last 12 months, 2007-12
                                                    • Strengths and Weaknesses in the Market

                                                      • Strengths
                                                        • Weaknesses
                                                        • Who’s Innovating?

                                                          • Key points
                                                            • Kitchen towels lead NPD activity
                                                              • Figure 21: New product launches in the household paper products market, % by product type, 2008-12
                                                              • Figure 22: New product launches in the household paper products market, % share by own-label/branded, 2008-12
                                                            • Leading supermarkets expand product offer
                                                              • Figure 23: New product launches in the household paper products market, % share by company, 2008-12
                                                            • Environment dominates new product claims
                                                              • Figure 24: New product launches in the household paper products market, % share by claim, 2008-12
                                                            • Focus on range extensions and new packaging
                                                              • Figure 25: Product launches within the UK household paper products market, % by launch type, 2008-12
                                                          • Market Size and Forecast

                                                            • Key points
                                                              • Significant slowdown in sales growth
                                                                • Figure 26: UK retail value sales and forecast of household paper products*, at current and constant prices, 2007-17
                                                              • Toilet tissue the biggest segment
                                                                • Figure 27: UK retail sales of household paper products, by sector, 2007-12
                                                              • The future
                                                                  • Figure 28: Best- and worst-case forecast of UK sales of household paper products*, 2007-17
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Growth in toilet tissue down to moist sales
                                                                      • Figure 29: UK retail value sales of toilet tissue, at current and constant prices, 2007-17
                                                                    • Small dip in sales of kitchen towels
                                                                      • Figure 30: UK retail value sales of kitchen towels, at current and constant prices, 2007-17
                                                                    • Upturn in sales of facial tissues
                                                                      • Figure 31: UK retail value sales of facial tissues, at current and constant prices, 2007-17
                                                                  • Market Share

                                                                    • Key points
                                                                      • Branded products taking sales from own-label
                                                                        • Figure 32: Brand shares in value sales of toilet tissue, years ending November 2011 and 2012
                                                                      • Plenty stretches its lead in kitchen towels
                                                                        • Figure 33: Brand shares in value sales of kitchen towels, years ending November 2011 and 2012
                                                                      • Own-label gains share in tissues
                                                                        • Figure 34: Brand shares in value sales of facial tissues, years ending November 2011 and 2012
                                                                    • Companies and Products

                                                                      • Kimberly-Clark
                                                                          • Figure 35: New product launches by Kimberly-Clark in the UK household paper products market, January-December 2012
                                                                        • SCA Hygiene
                                                                            • Figure 36: New product launches by SCA Hygiene in the UK household paper products market, January-December 2012
                                                                          • Georgia-Pacific GB
                                                                              • Figure 37: New product launches by Georgia-Pacific in the UK household paper products market, January-December 2012
                                                                            • Intertissue – Sofidel Group
                                                                                • Figure 38: New product launches by Intertissue in the UK household paper products market, January-December 2012
                                                                              • Accrol Papers
                                                                                • Consuma
                                                                                  • Caspari
                                                                                    • Talking Tables
                                                                                      • Duni
                                                                                      • Brand Research

                                                                                        • Brand map
                                                                                            • Figure 39: Attitudes towards and usage of brands in the household paper sector, November 2012
                                                                                          • Correspondence analysis
                                                                                            • Brand attitudes
                                                                                              • Figure 40: Attitudes, by household paper brand, November 2012
                                                                                            • Brand personality
                                                                                              • Figure 41: Household paper brand personality – macro image, November 2012
                                                                                              • Figure 42: Household paper brand personality – micro image, November 2012
                                                                                            • Brand experience
                                                                                              • Figure 43: Household paper brand usage, November 2012
                                                                                              • Figure 44: Satisfaction with various household paper brands, November 2012
                                                                                              • Figure 45: Consideration of household paper brands, November 2012
                                                                                              • Figure 46: Consumer perceptions of current household paper brand performance, November 2012
                                                                                              • Figure 47: Household paper brand recommendation – Net Promoter Score, November 2012
                                                                                            • Brand index
                                                                                              • Figure 48: Household paper brand index, November 2012
                                                                                              • Figure 49: Household paper brand index vs. recommendation, November 2012
                                                                                            • Target group analysis
                                                                                              • Figure 50: Target groups, November 2012
                                                                                              • Figure 51: Household paper brand usage, by target groups, November 2012
                                                                                            • 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
                                                                                                        • Dip seen in 2012 advertising
                                                                                                          • Figure 52: Main media advertising expenditure on household paper products, 2008-12
                                                                                                          • Figure 53: Main media advertising expenditure on household paper products, by product category, 2008-12
                                                                                                        • SCA Hygiene remains leading advertiser
                                                                                                          • Figure 54: Main media advertising expenditure on household paper products, by advertiser, 2008-12
                                                                                                        • Andrex the leading brand advertising campaign
                                                                                                          • Figure 55: Main media advertising expenditure on household paper products, by brand, 2011 and 2012
                                                                                                        • Top two companies dominate toilet tissue advertising
                                                                                                          • Figure 56: Main media advertising expenditure on toilet rolls and moist toilet tissue, by advertiser, 2008-12
                                                                                                          • Figure 57: Main media advertising expenditure on kitchen towels and tissues, by advertiser, 2008-12
                                                                                                        • TV the preferred choice of media
                                                                                                          • Figure 58: Main media advertising expenditure on household paper products, by media type, 2008-12
                                                                                                      • Channels to Market

                                                                                                        • Key points
                                                                                                          • Supermarkets dominate distribution
                                                                                                            • Figure 59: Retail distribution of household paper products, 2010-12
                                                                                                          • Discount stores and chemists take small share
                                                                                                          • Usage and Buying of Household Paper Products

                                                                                                            • Key points
                                                                                                              • Families with older children the heaviest users
                                                                                                                • Figure 60: Usage of toilet paper, by number of rolls used each month, 2007-12
                                                                                                                • Figure 61: Type of toilet paper used, 2007-12
                                                                                                              • Three quarters of people use facial tissues
                                                                                                                • Figure 62: Usage of facial tissues, by number of boxes or pocket packs used each month, 2011 and 2012
                                                                                                                • Figure 63: Types of tissues used, standard vs. recycled, 2007-12
                                                                                                              • Vast majority of homes buy kitchen roll
                                                                                                                • Figure 64: Buying household paper products, November 2012
                                                                                                            • Attitudes Towards Toilet Paper

                                                                                                              • Key points
                                                                                                                • Four in ten think own-label as good as big brands
                                                                                                                  • Figure 65: Attitudes towards toilet paper, November 2012
                                                                                                                • Potential to encourage more trading up
                                                                                                                  • Figure 66: Attitudes towards thicker and luxury toilet paper, by age, November 2012
                                                                                                                • Moistened wipes have further growth potential
                                                                                                                  • Figure 67: Interest in using moistened flushable wipes in addition to regular toilet paper, by age and household size, November 2012
                                                                                                                • Using toilet paper for more than one purpose
                                                                                                                  • Few willing to pay more for recycled paper
                                                                                                                  • Attitudes Towards Kitchen Roll

                                                                                                                    • Key points
                                                                                                                      • Limiting usage of kitchen roll
                                                                                                                        • Figure 68: Attitudes towards kitchen roll, November 2012
                                                                                                                        • Figure 69: Limiting usage of kitchen roll, by age, November 2012
                                                                                                                      • Move towards ‘better value’ thicker kitchen roll
                                                                                                                        • Figure 70: Attitudes towards buying thicker sheets of kitchen roll and preferring reusable cloths, by age, November 2012
                                                                                                                      • Emphasising hygiene and value
                                                                                                                          • Figure 71: Using kitchen roll to clean the kitchen worktops because it’s more hygienic than using dishcloths or sponges, by age and presence of children, November 2012
                                                                                                                        • Quality required partly dependent on end use
                                                                                                                          • Texture less of an issue for recycled variants
                                                                                                                          • Attitudes Towards Facial Tissues

                                                                                                                            • Key points
                                                                                                                              • A third have tissues in more than one room
                                                                                                                                • Figure 72: Attitudes towards facial tissues, November 2012
                                                                                                                                • Figure 73: Usage of boxed tissues in the home, by age, November 2012
                                                                                                                              • In-car tissues a significant opportunity
                                                                                                                                • Figure 74: Carrying tissues in pocket or bag and keeping them in the car, by gender and age, November 2012
                                                                                                                              • Low usage of added-value tissues for colds
                                                                                                                                • A fifth of buyers put value on strength and extra softness
                                                                                                                                  • Limited consideration given to environmental issues
                                                                                                                                  • Interest in New Household Paper Products

                                                                                                                                    • Key points
                                                                                                                                      • Opportunity for antibacterial kitchen roll
                                                                                                                                        • Figure 75: Interest in new household paper products, November 2012
                                                                                                                                        • Figure 76: Interest in kitchen roll with added benefits, by age and presence of children, November 2012
                                                                                                                                      • Focusing on health and personal care
                                                                                                                                        • Figure 77: Interest in medicated toilet paper and facial tissues with homeopathic medicine, by age and presence of children, November 2012
                                                                                                                                      • Adding scent to household paper products
                                                                                                                                        • Figure 78: Interest in added natural fragrances in kitchen towels and facial tissues, by age and household size, November 2012
                                                                                                                                      • Taking paper towel dispensers into the home
                                                                                                                                      • Appendix – Market Drivers

                                                                                                                                          • Figure 79: British environmental credentials, by demographics, 2012
                                                                                                                                          • Figure 80: Number of bathrooms in the home, by demographics, 2012
                                                                                                                                          • Figure 81: Incidence of complaints in the last 12 months, by demographics, 2012
                                                                                                                                          • Figure 82: Agreement with statements about shopping, brands and own-label, by demographics, 2012
                                                                                                                                          • Figure 83: Agreement with statements about cooking and home entertaining, by demographics, 2012
                                                                                                                                      • Appendix – Market Size and Forecast

                                                                                                                                          • Figure 84: Best- and worst-case forecast for UK retail sales of household paper products*, at current prices, 2012-17
                                                                                                                                      • Appendix – Segment Performance

                                                                                                                                          • Figure 85: Best- and worst-case forecast for UK retail sales of toilet tissue, at current prices, 2012-17
                                                                                                                                          • Figure 86: Best- and worst-case forecast for UK sales of toilet tissue, 2007-17
                                                                                                                                          • Figure 87: Best- and worst-case forecast for UK retail sales of kitchen towels, at current prices, 2012-17
                                                                                                                                          • Figure 88: Best- and worst-case forecast for UK sales of kitchen towels, 2007-17
                                                                                                                                          • Figure 89: Best- and worst-case forecast for UK retail sales of facial tissues, at current prices, 2012-17
                                                                                                                                          • Figure 90: Best- and worst-case forecast for UK sales of facial tissues, 2007-17
                                                                                                                                      • Appendix – Brand Research

                                                                                                                                          • Figure 91: Brand usage, November 2012
                                                                                                                                          • Figure 92: Brand commitment, November 2012
                                                                                                                                          • Figure 93: Brand momentum, November 2012
                                                                                                                                          • Figure 94: Brand diversity, November 2012
                                                                                                                                          • Figure 95: Brand satisfaction, November 2012
                                                                                                                                          • Figure 96: Brand recommendation, November 2012
                                                                                                                                          • Figure 97: Brand attitude, November 2012
                                                                                                                                          • Figure 98: Brand image – macro image, November 2012
                                                                                                                                          • Figure 99: Brand image – micro image, November 2012
                                                                                                                                          • Figure 100: Profile of target groups, by demographics, November 2012
                                                                                                                                          • Figure 101: Psychographic segmentation, by target groups, November 2012
                                                                                                                                          • Figure 102: Brand usage, by target groups, November 2012
                                                                                                                                        • Brand index
                                                                                                                                          • Figure 103: Brand index, November 2012
                                                                                                                                      • Appendix – Usage and Buying of Household Paper Products

                                                                                                                                          • Figure 104: Usage of toilet paper, by number of rolls used each month, by demographics, 2012
                                                                                                                                          • Figure 105: Usage of facial tissues, by number boxes used each month, by demographics, 2012
                                                                                                                                          • Figure 106: Usage of facial tissues, by number of pocket packs used each month, by demographics, 2012
                                                                                                                                          • Figure 107: Types of tissues used, standard vs. recycled, by demographics, 2012
                                                                                                                                          • Figure 108: Buying toilet paper, by demographics, November 2012
                                                                                                                                          • Figure 109: Buying kitchen roll, by demographics, November 2012
                                                                                                                                          • Figure 110: Buying facial tissues, by demographics, November 2012
                                                                                                                                          • Figure 111: Buying paper napkins/serviettes, by demographics, November 2012
                                                                                                                                      • Appendix – Attitudes Towards Toilet Paper

                                                                                                                                          • Figure 112: Attitudes towards toilet paper, by demographics, November 2012
                                                                                                                                          • Figure 113: Attitudes towards toilet paper, by demographics, November 2012 (continued)
                                                                                                                                      • Appendix – Attitudes Towards Kitchen Roll

                                                                                                                                          • Figure 114: Attitudes towards kitchen roll, by demographics, November 2012
                                                                                                                                          • Figure 115: Attitudes towards kitchen roll, by demographics (continued), November 2012
                                                                                                                                          • Figure 116: Attitudes towards kitchen roll, by demographics, November 2012 (continued)
                                                                                                                                      • Appendix – Attitudes Towards Facial Tissues

                                                                                                                                          • Figure 117: Attitudes towards facial tissues, by demographics, November 2012
                                                                                                                                          • Figure 118: Attitudes towards facial tissues, by demographics, November 2012 (continued)
                                                                                                                                          • Figure 119: Attitudes towards facial tissues, by demographics, November 2012 (continued),
                                                                                                                                      • Appendix – Interest in New Household Paper Products

                                                                                                                                          • Figure 120: Interest in new paper towel dispenser made for the car, by demographics, November 2012
                                                                                                                                          • Figure 121: Interest in new medicated toilet paper to keep skin clean and healthy, by demographics, November 2012
                                                                                                                                          • Figure 122: Interest in new kitchen roll with disinfectant/antibacterial properties, by demographics, November 2012
                                                                                                                                          • Figure 123: Interest in new kitchen roll with window cleaning solutions, by demographics, November 2012
                                                                                                                                          • Figure 124: Interest in new kitchen roll with natural fragrances, by demographics, November 2012
                                                                                                                                          • Figure 125: Interest in new facial tissues with natural fragrances, by demographics, November 2012
                                                                                                                                          • Figure 126: Interest in new facial tissues treated with homeopathic medicine to help shorten the duration of a cold, by demographics, November 2012
                                                                                                                                          • Figure 127: Interest in new disposable wipes or paper towels to be used in the shower instead of a wash cloth/flannel, by demographics, November 2012
                                                                                                                                          • Figure 128: Interest in new paper hand towels in a dispenser for the bathroom, by demographics, November 2012

                                                                                                                                      Companies Covered

                                                                                                                                      • Facebook, Inc.
                                                                                                                                      • Georgia Pacific
                                                                                                                                      • Harrods Group Total
                                                                                                                                      • Heal's Plc
                                                                                                                                      • J. Sainsbury
                                                                                                                                      • John Lewis Partnership
                                                                                                                                      • Kimberly-Clark (UK)
                                                                                                                                      • SCA Hygiene Products UK Ltd
                                                                                                                                      • Selfridges Retail Ltd
                                                                                                                                      • Sofidel Group
                                                                                                                                      • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                                      • Tempo
                                                                                                                                      • Volkswagen UK
                                                                                                                                      • Wilkinson Hardware Stores Ltd
                                                                                                                                      • YouTube, Inc.

                                                                                                                                      Household Paper Products - UK - February 2013

                                                                                                                                      US $2,478.79 (Excl.Tax)