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Household Paper Products - UK - February 2014

“While their position as essential household items means that sales of household paper products are protected to a certain extent, a high level of promotional activity by brands and consumer determination to get the best deal have led to a decline in value sales. Brands looking to bolster sales of household paper products should now look to address the key issues in the market, further engaging consumers over matters such as the environment and the benefits of value-added products.”

– Jack Duckett, Research Executive

Some questions answered in this report include:

  • How can brands offering moist toilet tissue appeal to a wider demographic?
  • In what way could brands do more to highlight their environmental and ethical stance?
  • How can own-label brands regain market share?
  • How can facial tissue brands reduce product substitution?

A high level of price promotions and the consumer shift towards buying bigger pack sizes have resulted in the household paper products market experiencing negative growth in 2013, declining by 2.4% in 2012.

The quality of products remains a key priority for shoppers; however, this needs to be on balance with getting the best deal. Consumers are looking for larger pack sizes that offer them a cost saving against smaller packs, whilst the rising number of discounted branded options is luring shoppers away from own-label alternatives. In order to boost interest and sales in the category, brands ideally need to create more points of differentiation from each other. For example, through pushing the environmental profile of their launches or by extending existing paper product ranges with variants offering added benefits.

This report looks at the core issues affecting the household paper products market, looking at consumer usage habits, attitudes towards buying and using products and interest in future products.

Mintel also takes a view on the future of the market and what trends offer indicators for growth.

The UK household paper products market comprises three basic product types:

  • Toilet tissue 
  • Kitchen towels 
  • Facial tissues

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Value sales decline in 2013
              • Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2008-18
            • Household and population growth to bolster market
              • Own-label loses market share
                • Figure 2: New product launches in the household paper products market, % share by own-label/branded, 2009-13
              • NPD activity equally split across segments
                • Figure 3: New product launches in the household paper products market, % share by product type, 2009-13
              • Buying and usage behaviour
                • Figure 4: Buying and usage behaviour for household paper products, November 2013
              • Significant interest in products for cleaning up after pets
                • Figure 5: Attitudes towards household paper products, November 2013
              • Consumers seek more durable kitchen towel
                • Figure 6: Interest in product features for household paper products, November 2013
              • What we think
              • Issues in the Market

                  • How can brands offering moist toilet tissue appeal to a wider demographic?
                    • In what way could brands do more to highlight their environmental and ethical stance?
                      • How can own-label brands regain market share?
                        • How can facial tissue brands reduce product substitution?
                        • Trend Application

                            • Trend: Minimize Me
                              • Trend: Creature Comfort
                                • Mintel Futures: Brand Intervention
                                • Market Drivers

                                  • Key points
                                    • More households means more toilets and kitchens
                                      • Figure 7: UK households, by size, 2008-18
                                    • Growth in population size to spur on the market
                                      • Figure 8: Trends in the age structure of the UK population, 2008-18
                                    • Roughly half of households have just one toilet
                                      • Figure 9: Breakdown of the number of toilets in homes in the UK, August 2013
                                    • Consumers remain financially cautious
                                      • Figure 10: GDP quarterly percentage change, Q1 2009-Q3 2013
                                    • Cold and flu season presents antibacterial opportunities to the facial tissues market
                                      • Figure 11: Ailments suffered in the last 6 months, January 2013
                                  • Who’s Innovating?

                                    • Key points
                                      • NPD activity equally split across segments
                                        • Figure 11: New product launches in the household paper products market, % share by product type, 2009-13
                                      • Own-label vs branded
                                        • Figure 12: New product launches in the household paper products market, % share by own-label/branded, 2009-13
                                        • Figure 13: Examples of own-label household paper products launched in the UK, 2013
                                      • New varieties/range extensions drive launch activity
                                        • Figure 14: New product launches in the UK household paper products market, % share by launch type, 2009-13
                                        • Figure 15: Examples of new product launches in the UK kitchen towel segment, 2013
                                      • Own-label accounts for higher share of range extensions
                                        • Figure 16: New product launches in the UK household paper products market, % share of launch type by own-label vs branded, 2013
                                        • Figure 18: Examples of own-label new variety/range extension household paper product launches in the UK, 2013
                                      • Supermarkets remain dominant contributors to launch activity
                                        • Figure 19: New product launches in the household paper products market, % share by top 10 companies, 2013
                                        • Figure 20: Examples of household paper products launched by Tesco, Waitrose and Wilkinson in the UK, 2013
                                        • Figure 21: Examples of household paper products launched by SCA Hygiene and Kimberly-Clark in the UK, 2013
                                        • Figure 22: Examples of household paper products launched by retailers in the UK, 2013
                                      • Environmentally friendly claims remain dominant
                                        • Figure 23: New product launches in the household paper products market, % share by claim, 2009-13
                                        • Figure 24: New product launches in the household paper products market carrying environmentally friendly product claim, 2013
                                      • Toilet tissue moistening spray
                                      • Market Size and Forecast

                                        • Key points
                                          • Decline in value sales growth in 2013
                                            • Figure 25: UK retail value sales and forecast of household paper products*, at current and constant prices, 2008-18
                                          • The future
                                            • Figure 26: Best- and worst-case forecast of UK sales of household paper products*, 2008-18
                                          • Research methodology
                                          • Segment Performance

                                            • Key points
                                              • Toilet tissue; the core segment
                                                • Figure 27: UK retail sales of household paper products, by sector, 2011-13
                                              • Value sales of toilet tissue slide
                                                • Kitchen towel value sales fall
                                                  • Facial tissues enjoy marginal growth
                                                  • Market Share

                                                    • Key points
                                                      • Own-label continues to lose market share
                                                        • Figure 28: Brand shares in UK value sales of toilet tissue, years ending November 2012 and 2013
                                                        • Figure 29: Examples of products launched by SCA Hygiene in the UK toilet tissue segment, 2013
                                                      • Plenty increases market share
                                                        • Figure 30: Brand shares in UK value sales of kitchen towels, years ending November 2012 and 2013
                                                        • Figure 31: Examples of products launched by SCA Hygiene and Intertissue Sofidel in the UK kitchen towel segment, 2013
                                                      • Kleenex leads facial tissue sales
                                                        • Figure 32: Brand shares in UK value sales of facial tissues, years ending November 2012 and 2013
                                                    • Companies and Products

                                                      • Kimberly-Clark
                                                          • Figure 33: New product launches by Kimberly-Clark in the UK household paper products market, 2013
                                                        • SCA Hygiene
                                                            • Figure 34: New product launches by SCA Hygiene in the UK household paper products market, 2013
                                                          • Intertissue Sofidel Group
                                                              • Figure 35: New product launches by Intertissue in the UK household paper products market, 2013
                                                            • Consuma
                                                                • Figure 36: New product launches by Consuma in the UK household paper products market, 2013
                                                              • Accrol Papers
                                                                • Caspari
                                                                  • Talking Tables
                                                                    • Duni
                                                                    • Brand Research

                                                                      • Brand map
                                                                          • Figure 37: Attitudes towards and usage of brands in the household paper products sector, October 2013
                                                                        • Correspondence analysis
                                                                          • Brand attitudes
                                                                            • Figure 38: Attitudes, by household paper products brand, October 2013
                                                                          • Brand personality
                                                                            • Figure 39: Household paper products brand personality – Macro image, October 2013
                                                                            • Figure 40: Household paper products brand personality – Micro image, October 2013
                                                                          • Brand experience
                                                                            • Figure 41: Household paper products brand usage, October 2013
                                                                            • Figure 42: Satisfaction with various household paper products brands, October 2013
                                                                            • Figure 43: Consideration of household paper products brands, October 2013
                                                                            • Figure 44: Consumer perceptions of current household paper products brand performance, October 2013
                                                                          • Brand index
                                                                            • Figure 45: Household paper products brand index, October 2013
                                                                          • Target group analysis
                                                                            • Figure 46: Target groups, October 2013
                                                                            • Figure 47: Household paper products brand usage, by target groups, October 2013
                                                                          • 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
                                                                                      • Adspend inched up in 2013
                                                                                        • Figure 48: Main media advertising expenditure on household paper products, 2009-13
                                                                                        • Figure 49: Main media advertising expenditure on household paper products, by segment, 2009-13
                                                                                      • SCA Hygiene remains the leading advertiser
                                                                                        • Figure 50: Main media advertising expenditure on household paper products, by selected advertisers, 2009-13
                                                                                      • Andrex drives toilet tissue advertising
                                                                                        • Figure 51: Main media advertising expenditure on toilet rolls and moist toilet tissue, by selected advertisers, 2009-13
                                                                                        • Figure 52: Main media advertising expenditure on toilet rolls and moist toilet tissue, by brand (top six and other), 2013
                                                                                      • Plenty the key advertiser in the kitchen towel segment
                                                                                        • Figure 53: Main media advertising expenditure on kitchen towel, by selected advertisers, 2009-13
                                                                                        • Figure 54: Main media advertising expenditure on kitchen towel, by brand (top five and other), 2013
                                                                                      • Kleenex dominates facial tissue adspend
                                                                                        • Figure 55: Main media advertising expenditure on facial tissues, by selected advertisers, 2009-13
                                                                                        • Figure 56: Main media advertising expenditure on facial tissues, by brand, 2013
                                                                                      • Television the main media channel
                                                                                        • Figure 57: Main media advertising expenditure on household paper products, by media type, 2009-13
                                                                                    • Channels to Market

                                                                                      • Key points
                                                                                        • Supermarkets remain dominant distribution channel
                                                                                          • Figure 58: UK retail value sales of household paper products, by outlet type, 2011-13
                                                                                        • Discount stores capture market share
                                                                                        • The Consumer – Usage of Household Paper Products

                                                                                          • Key points
                                                                                            • Toilet and facial tissues receive high levels of usage
                                                                                              • Figure 59: Usage of household paper products, November 2013
                                                                                            • Moist toilet tissue more popular with younger consumers
                                                                                              • Figure 60: Usage of household paper products, toilet paper/tissue and moist toilet tissue, by age, November 2013
                                                                                            • Kitchen towel the most versatile household paper product
                                                                                              • Figure 61: Uses for household paper products, November 2013
                                                                                            • Toilet paper/tissue used by seven in 10 for blowing nose
                                                                                              • Figure 62: Uses for toilet paper/tissue products for wiping spills, by age of children present in household, November 2013
                                                                                            • Facial tissue substitution
                                                                                                • Figure 63: Examples of facial tissue product launches with added benefits, 2012-13
                                                                                            • The Consumer – Factors Influencing Choice

                                                                                              • Key points
                                                                                                • Quality and cost are the key influencers when buying household paper products
                                                                                                  • Figure 64: Factors important when buying household paper products, November 2013
                                                                                                • Older consumers register as more brand-loyal in the toilet paper/tissue and kitchen roll segments
                                                                                                  • Figure 65: Factors important when buying toilet paper/tissue and kitchen roll, ‘brands I like’, by age, November 2013
                                                                                                • Environment is a consideration for roughly one in five
                                                                                                  • Added benefits the key to brand differentiation
                                                                                                    • Younger consumers show interest in scented facial tissues
                                                                                                      • Figure 66: Factors important when buying facial tissues, influence by scented products, by age, November 2013
                                                                                                    • Customised napkins could add excitement to the market
                                                                                                    • The Consumer – Buying and Usage Behaviour

                                                                                                      • Key points
                                                                                                        • Consumers prioritise value over the environment
                                                                                                          • Figure 67: Buying and usage behaviour for household paper products, November 2013
                                                                                                        • Consumers keen to stock up on household paper products
                                                                                                            • Figure 68: Agreement with the statement “I tend to stock up on household paper products”, by age and socio-economic group, November 2013
                                                                                                          • Women significantly more likely to carry tissues when out and about
                                                                                                            • Figure 69: Agreement with the statement “I tend to carry tissues when out and about”, by gender and age group, November 2013
                                                                                                          • People prioritise value over the environment
                                                                                                            • Interest in facial tissues for removing make-up
                                                                                                                • Figure 70: Products launched by Kleenex specifically designed to help remove make-up, 2011
                                                                                                            • The Consumer – Attitudes Towards Household Paper Products

                                                                                                              • Key points
                                                                                                                • Hygiene versus the environment
                                                                                                                  • Figure 71: Attitudes towards household paper products, November 2013
                                                                                                                • Kitchen paper popular for cleaning up after pets
                                                                                                                  • Figure 72: Agreement with the statement “Kitchen paper is convenient for cleaning up after pets”, by age, November 2013
                                                                                                                • Kitchen towel on the go
                                                                                                                  • Older consumers show concern for the ecological impact of household paper products
                                                                                                                    • Figure 73: Agreement with the statements “I am concerned about the effect moist toilet tissue has on the sewer system when flushed” and “I try to limit my use of paper products as it’s better for the environment”, by age, November 2013
                                                                                                                • The Consumer – Interest in Product Features

                                                                                                                  • Key points
                                                                                                                    • Opportunity for more durable kitchen roll
                                                                                                                      • Figure 74: Interest in product features for household paper products, November 2013
                                                                                                                    • Moist kitchen towel to go?
                                                                                                                      • More storage options
                                                                                                                        • Intimate paper products appeal to both genders
                                                                                                                          • Combined toilet tissue and moist toilet tissue products
                                                                                                                          • Appendix – Market Drivers

                                                                                                                              • Figure 75: Number of toilets in home, by demographics, August 2013
                                                                                                                          • Appendix – Who’s Innovating?

                                                                                                                              • Figure 76: New product launches in the household paper products market, % share by top 20 companies, 2009-13
                                                                                                                          • Appendix – Segment Performance

                                                                                                                            • Toilet tissue segment
                                                                                                                              • Figure 77: UK retail value sales of toilet tissue, at current and constant prices, 2008-18
                                                                                                                              • Figure 78: UK retail value sales of toilet tissue, at current prices, 2008-18
                                                                                                                            • Kitchen paper/roll segment
                                                                                                                              • Figure 79: UK retail value sales of kitchen towels, at current and constant prices, 2008-18
                                                                                                                              • Figure 80: UK retail value sales of kitchen tissue, at current prices, 2008-18
                                                                                                                            • Facial tissue segment
                                                                                                                              • Figure 81: UK retail value sales of facial tissues, at current and constant prices, 2008-18
                                                                                                                              • Figure 82: UK retail value sales of facial tissue, at current prices, 2008-18
                                                                                                                          • Appendix – Brand Research

                                                                                                                              • Figure 83: Brand usage, October 2013
                                                                                                                              • Figure 84: Brand commitment, October 2013
                                                                                                                              • Figure 85: Brand momentum, October 2013
                                                                                                                              • Figure 86: Brand diversity, October 2013
                                                                                                                              • Figure 87: Brand satisfaction, October 2013
                                                                                                                              • Figure 88: Brand attitude, October 2013
                                                                                                                              • Figure 89: Brand image – Macro image, October 2013
                                                                                                                              • Figure 90: Brand image – Micro image, October 2013
                                                                                                                              • Figure 91: Profile of target groups, by demographics, October 2013
                                                                                                                              • Figure 92: Psychographic segmentation, by target groups, October 2013
                                                                                                                              • Figure 93: Brand usage, by target groups, October 2013
                                                                                                                            • Brand index
                                                                                                                              • Figure 94: Brand index, October 2013
                                                                                                                          • Appendix – Brand Communication and Promotion

                                                                                                                              • Figure 95: Main media advertising expenditure on household paper products, by top advertiser and brand, 2009-13
                                                                                                                              • Figure 96: Main media advertising expenditure on household paper products, by top advertiser and brand, 2009-13 (continued)
                                                                                                                              • Figure 97: Main media advertising expenditure on household paper products, by top advertiser and brand, 2009-13 (continued)
                                                                                                                          • Appendix – The Consumer – Usage of Household Paper Products

                                                                                                                              • Figure 98: Usage of household paper products, November 2013
                                                                                                                              • Figure 99: Usage of household paper products, by most popular usage of household paper products, November 201
                                                                                                                              • Figure 100: Usage of household paper products, by next most popular usage of household paper products, November 2013
                                                                                                                              • Figure 101: Most popular uses for toilet paper/tissue products, by demographics, November 2013
                                                                                                                              • Figure 102: Next most popular uses for toilet paper/tissue products, by demographics, November 2013
                                                                                                                              • Figure 103: Most popular uses for kitchen roll products, by demographics, November 2013
                                                                                                                              • Figure 104: Next most popular uses for kitchen roll products, by demographics, November 2013
                                                                                                                              • Figure 105: Most popular uses for facial tissue products, by demographics, November 2013
                                                                                                                              • Figure 106: Next most popular uses for facial tissue products, by demographics, November 2013
                                                                                                                              • Figure 107: Most popular uses for paper napkins/serviettes, by demographics, November 2013
                                                                                                                              • Figure 108: Next most popular uses for paper napkins/serviettes, by demographics, November 2013
                                                                                                                              • Figure 109: Usage of household paper products, by most popular usage of household paper products, November 2013
                                                                                                                              • Figure 110: Usage of household paper products, by next most popular usage of household paper products, November 2013
                                                                                                                              • Figure 111: Uses for household paper products, November 2013
                                                                                                                          • Appendix – The Consumer – Factors Influencing Choice

                                                                                                                              • Figure 112: Factor important when buying household paper products, November 2013
                                                                                                                              • Figure 113: Most popular factor important when buying toilet paper/tissue, by demographics, November 2013
                                                                                                                              • Figure 114: Next most popular factor important when buying toilet paper/tissue, by demographics, November 2013
                                                                                                                              • Figure 115: Most popular factor important when buying kitchen roll, by demographics, November 2013
                                                                                                                              • Figure 116: Next most popular factor important when buying kitchen roll, by demographics, November 2013
                                                                                                                              • Figure 117: Most popular factor important when buying facial tissues, by demographics, November 2013
                                                                                                                              • Figure 118: Next most popular factor important when buying facial tissues, by demographics, November 2013
                                                                                                                              • Figure 119: Most popular factor important when buying paper napkins/serviettes, by demographics, November 2013
                                                                                                                              • Figure 120: Next most popular factor important when buying paper napkins/serviettes, by demographics, November 2013
                                                                                                                          • Appendix – The Consumer – Buying and Usage Behaviour

                                                                                                                              • Figure 121: Buying behaviour for household paper products, November 2013
                                                                                                                              • Figure 122: Most popular buying behaviour for household paper products, by demographics, November 2013
                                                                                                                              • Figure 123: Next most popular buying behaviour for household paper products, by demographics, November 2013
                                                                                                                          • Appendix – The Consumer – Attitudes Towards Household Paper Products

                                                                                                                              • Figure 124: Attitudes towards household paper products, November 2013
                                                                                                                              • Figure 125: Most popular attitudes towards household paper products, by demographics, November 2013
                                                                                                                              • Figure 126: Next most popular attitudes towards household paper products, by demographics, November 2013
                                                                                                                          • Appendix – The Consumer – Interest in Product Features

                                                                                                                              • Figure 127: Interest in product features for household paper products, November 2013
                                                                                                                              • Figure 128: Most popular interest in product features for household paper products, by demographics, November 2013
                                                                                                                              • Figure 129: Next most popular interest in product features for household paper products, by demographics, November 2013

                                                                                                                          Companies Covered

                                                                                                                          • Asda Group Ltd
                                                                                                                          • Georgia Pacific
                                                                                                                          • J. Sainsbury
                                                                                                                          • Kimberly-Clark (UK)
                                                                                                                          • SCA Hygiene Products UK Ltd
                                                                                                                          • Sofidel Group
                                                                                                                          • Staples Disposables Ltd
                                                                                                                          • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                          • Tempo
                                                                                                                          • The Woodland Trust
                                                                                                                          • Wm Morrison Supermarkets

                                                                                                                          Household Paper Products - UK - February 2014

                                                                                                                          £1,995.00 (Excl.Tax)