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Household Paper Products - UK - February 2015

“Paper products suffer from being seen as commodity items that are bought mainly in response to special offers and finding the cheapest price, making sales growth difficult to come by. Kitchen roll offers the best prospects for adding value to the market through encouraging usage for a wider range of tasks and more segmentation of the product offer, while moistened toilet tissue has further scope to grow sales. Facial tissues with added benefits need to appeal more to younger people and also outside the cold and flu season.”
– Richard Caines, Senior Household Care Analyst

This report looks at the following areas:

  • Opportunities for driving more usage of kitchen roll
  • Overcoming barriers to usage of moistened toilet tissue
  • Benefits and features most likely to add value to market

Over the last two years the retail market for household paper products has been hit by declining volume sales and increased price competition between retailers, including from the advancing discounters. Shoppers have been buying better quality paper and more products in bulk, with the strong performances of the brand leaders in toilet tissue and kitchen roll proof of trading up and in contrast to the overall performance of these two categories.

Moistened toilet tissue still represents only 3% of the toilet tissue market, but has seen strong growth in total sales as usage gradually increases and more variants are launched onto the market, and has further potential as a complementary product for improving intimate hygiene. Sales of kitchen roll have held up better than toilet tissue and benefit from having a wider range of uses, while sales of facial tissues suffered from mild weather in 2014 and need to increase usage outside the cold and flu season.

This report looks at usage and buying of different types of household paper products, reasons for using kitchen roll, what people look for when they are shopping for these items, attitudes towards moistened toilet tissue and features and benefits for products that are most likely to add value to the market.

Sales of household paper products have suffered from shoppers focusing on price and special offers and bulk buying to save money. But the average price paid per roll has still increased slightly, suggesting some trading up to higher-quality paper that has impacted on volumes as thicker sheets tend to go further. Shoppers are therefore getting a better product for their money.

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products, 2009-19
            • Decline in total value sales
              • Toilet tissue accounts for two thirds of market
                • Figure 2: Breakdown of UK retail value sales of household paper products, 2014
              • Market drivers
                • Toilet tissue sales dependent on population growth
                  • Home entertaining can help add value to market
                    • Companies, brands and innovation
                      • Andrex strengthens lead in toilet tissue
                        • Figure 3: Brand shares in value sales of toilet tissue, year ending November 2014
                        • Figure 4: Brand shares in value sales of kitchen towels, year ending November 2014
                        • Figure 5: Brand shares in value sales of facial tissues, year ending November 2014
                      • Even split of branded and own-label launches
                        • Kimberly-Clark the biggest advertiser in 2014
                          • The consumer
                            • Need to increase usage of facial tissues
                              • Figure 6: Usage of household paper products in the last month, 2013 and 2014
                            • Kitchen roll used for wide range of tasks
                              • Figure 7: Reasons for using kitchen roll, November 2014
                            • Heavy focus on price and special offers
                              • Figure 8: Buying behaviour for household paper products, November 2014
                            • Small on-the-go packs of moistened toilet tissue appeal
                              • Figure 9: Attitudes towards moistened toilet tissue, November 2014
                            • Opportunities for encouraging trading up in kitchen roll
                              • Figure 10: Interest in and willingness to pay more for various features and benefits for household paper products, November 2014
                            • What we think
                            • Issues and Insights

                                • Opportunities for driving more usage of kitchen roll
                                  • The facts
                                    • The implications
                                      • Overcoming barriers to usage of moistened toilet tissue
                                        • The facts
                                          • The implications
                                            • Benefits and features most likely to add value to market
                                              • The facts
                                                • The implications
                                                • Trend Application

                                                    • Trend: Many Mes
                                                      • Trend: Prove It
                                                        • Trend: Old Gold
                                                        • Market Drivers

                                                          • Key points
                                                            • More bottoms in need of wiping and noses blowing
                                                              • Figure 11: Trends in the age structure of the UK population, 2009-19
                                                            • Growth in number of households
                                                              • Figure 12: UK households, by size, 2009-19
                                                            • Incidences of colds, flu and hayfever
                                                              • Figure 13: Ailments suffered, November 2013
                                                            • Home entertaining and preparing for guests
                                                              • Figure 14: Incidence of different forms of entertaining at home, August 2014
                                                            • Improving economic climate could encourage trading up
                                                              • Figure 15: Trends in how respondents would describe their financial situation, February 2009-January 2015
                                                              • Figure 16: Trends in consumer sentiment for the coming year, February 2009-January 2015
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Toilet tissue and facial tissues increase share of new launches
                                                                • Figure 17: New product launches in the household paper products market, % share by product type, 2010-14
                                                                • Figure 18: Examples of launches of moistened toilet tissue launches in the UK household paper products market, 2014
                                                              • New packaging the biggest focus of launch activity
                                                                • Figure 19: Product launches within the UK household paper products market*, % share by launch type, 2010-14
                                                                • Figure 20: Product launches within the UK household paper products market, % share by product and launch type, 2014
                                                                • Figure 21: Examples of new products or new varieties/range extensions in the UK household paper products market, 2014
                                                              • Branded products represent nearly half of launches
                                                                • Figure 22: New product launches in the household paper products market*, % share by own-label/branded, 2010-14
                                                                • Figure 23: Examples of own-label launches in the UK household paper products market, 2014
                                                                • Figure 24: New product launches in the household paper products market*, % share by company, 2010-14
                                                              • Environmentally friendly claims most prominent
                                                                • Figure 25: New product launches in the household paper products market*, % share by claim, 2010-14
                                                                • Figure 26: Examples of launches of toilet tissue made from recycled paper in the UK household paper products market, 2014
                                                                • Figure 27: Examples of launches in the UK household paper products market making dermatologically tested claims, 2014
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Further decline in value sales
                                                                  • Figure 28: UK retail value sales and forecast of household paper products*, at current and constant prices, 2009-19
                                                                  • Figure 29: UK retail sales of household paper products, by sector, 2009-14
                                                                • The future
                                                                  • Figure 30: Best- and worst-case forecast of UK retail sales of household paper products*, 2009-19
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Another dip in toilet tissue sales as volumes decline
                                                                      • Figure 31: UK retail value sales of toilet tissue, at current and constant prices, 2009-19
                                                                    • Flat sales of kitchen roll
                                                                      • Figure 32: UK retail value sales of kitchen towels, at current and constant prices, 2009-19
                                                                    • Bad year for sales of facial tissues
                                                                      • Figure 33: UK retail value sales of facial tissues, at current and constant prices, 2009-19
                                                                  • Market Share

                                                                    • Key points
                                                                      • Andrex strengthens market leadership in toilet tissue
                                                                        • Figure 34: Brand shares in value sales of toilet tissue, years ending November 2013 and 2014
                                                                      • Plenty and Regina increase shares in kitchen roll
                                                                        • Figure 35: Brand shares in value sales of kitchen towels, years ending November 2013 and 2014
                                                                      • Kleenex accounts for over half of facial tissue sales
                                                                        • Figure 36: Brand shares in value sales of facial tissues, years ending November 2013 and 2014
                                                                    • Companies and Products

                                                                      • Kimberly-Clark
                                                                        • Background and structure
                                                                          • Product range and innovation
                                                                              • Figure 37: Examples of new product launches by Kimberly-Clark in the household paper products market, 2014
                                                                              • Figure 38: Examples of new product launches by Kimberly-Clark in the household paper products market, 2014 9 (continued)
                                                                            • Marketing and advertising
                                                                              • SCA Hygiene
                                                                                • Background and structure
                                                                                  • Product range and innovation
                                                                                      • Figure 39: Examples of new product launches by SCA Hygiene in the household paper products market, 2014
                                                                                      • Figure 40: Examples of new product launches by SCA Hygiene in the household paper products market, 2014 (continued)
                                                                                    • Marketing and advertising
                                                                                      • Intertissue Sofidel Group
                                                                                        • Background and structure
                                                                                          • Product range and innovation
                                                                                              • Figure 41: Examples of new product launches by Intertissue Sofidel in the household paper products market, 2014
                                                                                              • Figure 42: Examples of new product launches by Intertissue Sofidel in the household paper products market, 2014 (continued)
                                                                                            • Marketing and advertising
                                                                                              • Other companies
                                                                                                • Figure 43: Selected other companies and brands in the household paper products market, 2015
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 44: Attitudes towards and usage of selected brands, December 2014
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 45: Attitudes, by brand, December 2014
                                                                                                  • Brand personality
                                                                                                    • Figure 46: Brand personality – Macro image, December 2014
                                                                                                    • Figure 47: Brand personality – Micro image, December 2014
                                                                                                  • Brand experience
                                                                                                    • Figure 48: Brand usage, December 2014
                                                                                                    • Figure 49: Satisfaction with selected brands, December 2014
                                                                                                    • Figure 50: Consideration of selected brands, December 2014
                                                                                                    • Figure 51: Consumer perceptions of selected brand performance, December 2014
                                                                                                  • Brand recommendation
                                                                                                    • Figure 52: Recommendation of selected brands, December 2014
                                                                                                • Brand Communication and Promotion

                                                                                                  • Key points
                                                                                                    • Dip in advertising support for household paper products
                                                                                                      • Figure 53: Main media advertising expenditure on household paper products*, 2011-14
                                                                                                      • Figure 54: Main media advertising expenditure on household paper products, by segment, 2011-14
                                                                                                    • Kimberly-Clark increases share of advertising spending
                                                                                                      • Figure 55: Main media advertising spending on household paper products*, by selected advertisers, 2011-14
                                                                                                    • Andrex the most heavily supported brand
                                                                                                      • Figure 56: Main media advertising expenditure on toilet rolls and moist toilet tissue, by selected advertisers, 2011-14
                                                                                                      • Figure 57: Main media advertising expenditure on toilet rolls and moist toilet tissue, by selected brands, 2013 and 2014
                                                                                                    • Increase in advertising support for Thirst Pockets
                                                                                                      • Figure 58: Main media advertising expenditure on kitchen towels, by selected advertisers, 2011-14
                                                                                                      • Figure 59: Main media advertising expenditure on kitchen towels, by brand, 2013 and 2014
                                                                                                    • Kleenex dominates advertising in facial tissues
                                                                                                      • Figure 60: Main media advertising expenditure on tissues, by selected advertisers, 2011-14
                                                                                                      • Figure 61: Main media advertising expenditure on tissues, by brand, 2013 and 2014
                                                                                                    • TV advertising most important
                                                                                                      • Figure 62: Main media advertising expenditure on household paper products*, by media type, 2011-14
                                                                                                  • Channels to Market

                                                                                                    • Key points
                                                                                                      • Grocery multiples dominate distribution
                                                                                                        • Figure 63: UK retail value sales of household paper products*, by outlet type, 2012-14
                                                                                                      • Discount/value retailers still expanding
                                                                                                      • The Consumer – Usage and Buying of Household Paper Products

                                                                                                        • Key points
                                                                                                          • Usage of moist toilet tissue up to nearly a quarter
                                                                                                            • Figure 64: Usage of household paper products in the last month, 2013 and 2014
                                                                                                          • Four in 10 people do not use facial tissues
                                                                                                              • Figure 65: Usage of facial tissues in the last month, by gender and age, November 2014
                                                                                                            • Wide usage drives high penetration of kitchen roll
                                                                                                              • Vast majority are buyers of toilet tissue
                                                                                                                • Figure 66: Purchasing of household paper products in the last six months, November 2014
                                                                                                            • The Consumer – Reasons for Using Kitchen Roll

                                                                                                              • Key points
                                                                                                                • Kitchen roll used for wide range of tasks
                                                                                                                  • Figure 67: Reasons for using kitchen roll, November 2014
                                                                                                                • Important role in food preparation and baking
                                                                                                                    • Figure 68: Using kitchen roll in food preparation, baking and for cleaning and drying dishes or pans, by gender and age, November 2014
                                                                                                                  • Useful for a range of household cleaning tasks
                                                                                                                    • Substitute for facial tissues or paper napkins
                                                                                                                        • Figure 69: Using kitchen roll as a napkin or serviette, to blow or wipe the nose and for drying and wiping hands or faces, by gender and age, November 2014
                                                                                                                    • The Consumer – Buying Behaviour

                                                                                                                      • Key points
                                                                                                                        • Special offers biggest influence on purchase decisions
                                                                                                                          • Figure 70: Buying behaviour for household paper products, November 2014
                                                                                                                          • Figure 71: Those looking for special offers and cheapest price when buying toilet tissue, by age, November 2014
                                                                                                                        • Shoppers look for both branded and own-brand products
                                                                                                                          • Thickness of paper most important for kitchen roll
                                                                                                                            • Limited editions only important for paper napkins
                                                                                                                            • The Consumer – Attitudes towards Moistened Toilet Tissue

                                                                                                                              • Key points
                                                                                                                                • On-the-go packs of moistened toilet tissue appeal
                                                                                                                                  • Figure 72: Attitudes towards moistened toilet tissue, November 2014
                                                                                                                                  • Figure 73: Attitudes towards moistened toilet tissue among current users, November 2014
                                                                                                                                • Marketing the extra freshness given by moist toilet tissue
                                                                                                                                    • Figure 74: Agreement with statement ‘Moistened toilet tissue is a good idea for when you need extra freshness’, by gender and age, November 2014
                                                                                                                                  • Barriers to usage of moistened toilet tissue
                                                                                                                                  • The Consumer – Interest in Features and Benefits for Household Paper Products

                                                                                                                                    • Key points
                                                                                                                                      • Room for adding value to kitchen roll market
                                                                                                                                        • Figure 75: Interest in features and benefits for household paper products, November 2014
                                                                                                                                        • Figure 76: Interest in and willingness to pay more for kitchen roll with disinfectant/antibacterial properties, by age and socio-economic group, November 2014
                                                                                                                                      • More larger and extra-durable sheets of kitchen roll
                                                                                                                                          • Figure 77: Interest in and willingness to pay more for extra-large sheets of kitchen roll and extra-durable kitchen roll, by age, November 2014
                                                                                                                                        • Focusing on health and hygiene in toilet tissue
                                                                                                                                            • Figure 78: Interest in and willingness to pay more for toilet paper with medicinal properties, by gender and age, November 2014
                                                                                                                                          • Adding natural fragrances to increase interest
                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                              • Figure 79: Best- and worst-case forecast for UK retail value sales of household paper products*, 2014-19
                                                                                                                                          • Appendix – Segment Performance

                                                                                                                                              • Figure 80: Best- and worst-case forecast of UK retail sales of toilet tissue, 2009-19
                                                                                                                                              • Figure 81: Best- and worst-case forecast for UK retail value sales of toilet tissue, 2014-19
                                                                                                                                              • Figure 82: Best- and worst-case forecast of UK retail sales of kitchen towels, 2009-19
                                                                                                                                              • Figure 83: Best- and worst-case forecast for UK retail value sales of kitchen towels, 2014-19
                                                                                                                                              • Figure 84: Best- and worst-case forecast of UK retail sales of facial tissues, 2009-19
                                                                                                                                              • Figure 85: Best- and worst-case forecast for UK retail value sales of facial tissues, 2014-19

                                                                                                                                          Companies Covered

                                                                                                                                          • Georgia Pacific
                                                                                                                                          • Kimberly-Clark (UK)
                                                                                                                                          • SCA Hygiene Products UK Ltd
                                                                                                                                          • Sofidel Group
                                                                                                                                          • Svenska Cellulosa Aktiebolaget SCA (publ)
                                                                                                                                          • Tempo

                                                                                                                                          Household Paper Products - UK - February 2015

                                                                                                                                          US $2,478.79 (Excl.Tax)