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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