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Household Paper Products - UK - February 2016

“The increasing popularity of the discount retail sector, in particular the expansion of the German chains Lidl and Aldi, has negatively impacted value sales of household paper products in recent years by driving down household spend on the category. Whilst the essential nature of products in this market means that consumers are likely to always be heavily influenced by price, further investment in NPD could breathe new life into the category, encouraging consumers to trade up to added-value products.”
– Jack Duckett, Consumer Lifestyles Analyst

This report looks at the following areas:

  • The impact of the expanding discount market
  • Engaging consumers with environmental claims
  • Lack of innovation undermines sales growth

Whilst the essential nature of products in this market means that consumers are likely to always be heavily influenced by price, brands can breathe new life into the category by further investing in NPD, encouraging consumers to trade up to added-value products.

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. Overview

    • What you need to know
      • Products covered in this report
        • Excluded
        • Executive Summary

            • Value sales continue to decline
              • Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products*, 2010-20
            • Launch activity continues to fall
              • Figure 2: New product launches in the UK household paper products market*, by sub-category, 2012-15
            • Usage of non-essential paper products falls
              • Figure 3: Usage of household paper products in the last month, 2014 and 2015
            • Opportunities for innovation
              • Figure 4: Consumer interest in new features and benefits for household paper products, October 2015
            • Raising the standards of recycled paper
              • Figure 5: Attitudes and behaviours towards household paper products, October 2015
            • What we think
            • Issues and Insights

              • The impact of the expanding discount market
                • The facts
                  • The implications
                    • Engaging consumers with environmental claims
                      • The facts
                        • The implications
                          • Lack of innovation undermines sales growth
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • A market in decline
                                  • Sales of toilet tissue fall …
                                    • … whilst colds and flu boost facial tissues
                                      • Population and household growth
                                      • Market Size and Forecast

                                        • Value sales continue to decline …
                                          • Figure 6: UK retail value sales and forecast of household paper products*, at current and constant prices, 2010-20
                                        • … but the future looks more positive
                                          • Figure 7: Best- and worst-case forecast of UK retail value sales of household paper products*, 2010-20
                                      • Segment Performance

                                        • Competitive pricing impacts value sales of toilet tissue and kitchen towels
                                          • Figure 8: UK retail sales of household paper products*, by segment, 2013-15
                                        • Moist toilet paper has potential to counter declining segment sales
                                          • A bumper cold and flu season boosts sales of facial tissue
                                          • Channels to Market

                                            • Grocery discounters expand their influence
                                              • Figure 9: Retail value sales of household paper products*, by outlet type, 2013-15
                                            • Amazon represents a burgeoning threat
                                              • Figure 10: Amazon Subscribe & Save, January 2016
                                          • Market Drivers

                                            • Ageing population drives growth prospects
                                              • Figure 11: Trends in the age structure of the UK population, 2010-20
                                            • Growth in number of households
                                              • Figure 12: UK households, by size, 2010-20
                                            • Fatbergs clog the drains and the headlines
                                              • Increase in cold and flu experience
                                                • Figure 13: Cold and flu ailments experienced in the last 12 months, February 2015
                                              • Discount sector continues to grow
                                                • Figure 14: Aldi Stores Ltd (UK & Ireland) and Lidl (UK) outlet data, 2011-15
                                            • Key Players – What You Need to Know

                                              • Kimberly-Clark dominates the category
                                                • Thirst Pockets hand over share to Plenty and Regina
                                                  • Recorded advertising spend falls faster than NPD
                                                    • True innovation is on the wane
                                                    • Market Share

                                                      • Kimberly-Clark brands dominate the category
                                                        • Figure 15: Brand shares in value sales of toilet tissue, years ending October, 2014 and 2015
                                                      • Regina and Plenty increase share of sales
                                                        • Figure 16: Brand shares in value sales of kitchen towels, years ending October, 2014 and 2015
                                                      • Value sales of own-brand facial tissue boost the segment
                                                        • Figure 17: Brand shares in value sales of facial tissues, years ending October, 2014 and 2015
                                                    • Brand Communication and Promotion

                                                      • Adspend falls faster than NPD
                                                        • Figure 18: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by segment, 2012-15
                                                      • SCA Hygiene and Kimberly-Clark dominate advertising spend
                                                          • Figure 19: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by top advertisers for 2015, 2012-15
                                                        • Aldi’s advertising investment boosts own-label sales
                                                          • SCA Hygiene drives spend on TV advertising
                                                            • Figure 20: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products*, by media type, 2012-15
                                                        • Launch Activity and Innovation

                                                          • Launch activity continues to fall
                                                            • Figure 21: New product launches in the UK household paper products market*, by sub-category, 2012-15
                                                            • Figure 22: Product launches within the UK household paper products market*, by subcategory, % share by launch type, 2014-15
                                                            • Figure 23: Examples of toilet tissue/kitchen towel repackaging (larger pack sizes), 2015
                                                          • Own-label gains momentum
                                                            • Figure 24: New product launches in the household paper products market*, % share by own-label/branded, 2014-15
                                                            • Figure 25: Examples of own-label wet toilet tissue launches, 2015
                                                            • Figure 26: New product launches in the household paper products market*, % share by ultimate parent company (top 10 and other), 2015
                                                          • Claims continue to focus on environmental impact
                                                            • Figure 27: Fastest growing product positioning claims in the UK household paper products market*, 2014-15
                                                            • Figure 28: Examples of kitchen towel launches featuring claims relating to time/speed, 2015
                                                          • Brands look to expand into other categories
                                                          • The Consumer – What You Need to Know

                                                            • Usage of non-essential paper products falls
                                                              • Driving usage of moist toilet tissue
                                                                • Branded vs own-label
                                                                  • Capitalising on the healthy eating trend
                                                                    • Taking inspiration from the complementary and alternative medicine market
                                                                      • Raising the standards of recycled paper
                                                                      • Usage and Buying of Household Paper Products

                                                                        • Usage of non-essential paper products falls
                                                                          • Figure 29: Usage of household paper products in the last month, 2014 and 2015
                                                                        • Driving usage of moist toilet tissue
                                                                          • Figure 30: Usage of moist toilet tissue in the last month, 2014 and 2015
                                                                        • Purchasing paper products
                                                                          • Figure 31: Purchasing of household paper products in the last six months, by gender, October 2015
                                                                      • Factors Considered when Buying Paper Products

                                                                        • Softness leads considerations when choosing toilet tissue
                                                                          • Figure 32: Factors considered important when choosing which toilet tissue to buy, October 2015
                                                                        • Raising the environmental issue
                                                                          • Figure 33: Factors considered important when choosing which kitchen roll to buy, October 2015
                                                                        • Infusing facial tissues with nut oils
                                                                          • Figure 34: Factors considered important when choosing which boxed facial tissues to buy, October 2015
                                                                      • Buying Decisions

                                                                        • Price vs quality
                                                                          • Figure 35: Quality vs price when buying household paper products, October 2015
                                                                        • Branded vs own-label
                                                                          • Figure 36: Branded vs own-label when buying household paper products, October 2015
                                                                        • In-store vs online
                                                                          • Figure 37: Buying household paper products in-store vs online, October 2015
                                                                        • Brand loyalty vs shopping around
                                                                          • Figure 38: Level of brand loyalty when buying household paper products, October 2015
                                                                      • Interest in Features and Benefits

                                                                        • Capitalising on the healthy eating trend
                                                                          • Figure 39: Consumer interest in new features and benefits for household paper products, October 2015
                                                                        • Taking inspiration from the complementary and alternative medicine market
                                                                          • Figure 40: Examples of facial tissues launches imbued with oils, 2015
                                                                        • Powered up kitchen rolls
                                                                          • Figure 41: Interest in kitchen roll infused with cleaner for bathroom and kitchen surfaces and kitchen roll infused with the cleaning power of a washing-up liquid, by age, October 2015
                                                                      • Attitudes and Behaviours

                                                                        • Raising the standards of recycled paper
                                                                          • Figure 42: Attitudes and behaviours towards paper products, October 2015
                                                                        • Concerns over blockages hamper moistened toilet tissues market
                                                                          • Figure 43: Proportion of adults that agree “concerns about blockages would put me off using moistened toilet tissue”, by age, October 2015
                                                                        • Tackling product substitution through innovation
                                                                          • Figure 44: Attitudes and behaviours towards household paper products, October 2015
                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Data sources
                                                                          • Abbreviations
                                                                            • Fan chart forecast
                                                                            • Appendix – The Market

                                                                                • Figure 45: UK retail value sales of toilet tissue, at current and constant prices, 2010-20
                                                                                • Figure 46: UK retail value sales of kitchen towels, at current and constant prices, 2010-20
                                                                                • Figure 47: UK retail value sales of facial tissues, at current and constant prices, 2010-20
                                                                            • Appendix – Key Players

                                                                                • Figure 48: Recorded TV advertising expenditure on household paper products*, by top advertisers for 2015, 2012-15

                                                                            Companies Covered

                                                                            To learn more about the companies covered in this report please contact us.

                                                                            Household Paper Products - UK - February 2016

                                                                            £1,995.00 (Excl.Tax)