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Household Paper Products - US - February 2012

The household paper products market slumped during the recession, and subsequent down economy, as consumers did without non-essentials like paper napkins, and focused on buying inexpensive store brands. However, in the last year the market has seen an uptick, which may mean consumers are slowly showing renewed interest in buying premium products and will be looking for innovation like earth-friendly alternatives and products that provide feel-good comfort and care.

Nevertheless, store brands are here to stay, having made lasting in-roads and convinced consumers that these products provide the same quality as national brands and often with the same amount of panache. Moving forward, we may find these two brand types become increasingly similar in offerings and style, meaning branded offerings will have to work even harder to differentiate themselves.

This report closely examines a variety of factors impacting the household paper products market, including:

  • Households’ likelihood of using paper towels, paper napkins, toilet paper and facial tissues
  • How the presence of children in the household affects use of paper products
  • How age and income level affect brand loyalty
  • Which paper products consumers feel are worth paying more for
  • The consumer type that is willing to pay more for better quality paper products
  • Attributes for each paper product that are most important to consumers
  • The consumer demographics that show interest in trying eco-friendly paper products
  • How race/ethnicity affects paper product use

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Market factors
                        • Private label and national brands spar in the market place
                          • Moist towelettes experience high growth
                            • Retail channels
                              • Discount, convenience store retailers comprise fastest-growing retail channel
                                • The consumer
                                  • Certain segments of consumers are highly interested in eco-friendly products
                                    • Parents with children aged 11 and under are concerned about price of paper products
                                      • Consumers aged 65+ target group for national brands
                                      • Insights and Opportunities

                                        • Key points
                                          • Accessorize paper products
                                            • Continue to develop eco-friendly products
                                              • Reusable paper products
                                                • Figure 1: Attitudes toward eco-friendly household paper products, by gender, November 2011
                                              • Chemical-free products
                                                • National brand’s may want to consider low-cost “basic” products
                                                • Inspire Insights

                                                    • Trend: Totophobia
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Recession brings market down, but things improve in 2011
                                                          • Drop in private label share may foster growth
                                                            • Eco-friendly but quality products desirable, moist towelettes provide opportunity
                                                              • Sales and forecast of household paper products
                                                                • Figure 2: Total U.S. retail sales and forecast of household paper products, at current prices, 2006-16
                                                                • Figure 3: Total U.S. retail sales and forecast of household paper products, at inflation-adjusted prices, 2006-16
                                                              • Fan chart forecast
                                                                  • Figure 4: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2006-16
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Population surge among those aged 55+, good for name brands
                                                                      • Figure 5: Population by age, 2006-16
                                                                    • Fewer households with children may affect moist towelette market
                                                                      • Figure 6: Households by presence of children, 2001-11
                                                                      • Figure 7: Paper product usage, by presence and number of children in the household, November 2011
                                                                    • Consumer confidence may be on the rise, but cautious spending is likely to last
                                                                      • Figure 8: University of Michigan Index of consumer sentiment, January 2006-December 2011
                                                                      • Figure 9: Household income distribution, 2010
                                                                    • Severity of cold and flu season
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Reusable products compete with paper products
                                                                          • Private label brands compete with national brands
                                                                            • Napkins and facial tissue may be losing out to paper towels and toilet tissue
                                                                            • Segment Performance

                                                                              • Key points
                                                                                • Toilet tissue grows, paper napkins and facial tissues slow
                                                                                  • Drop in private label share may be fostering growth in 2011
                                                                                    • Sales of household paper products, by segment
                                                                                      • Figure 10: Sales of household paper products, segmented by type, 2009 and 2011
                                                                                  • Segment Performance—Toilet Tissues

                                                                                    • Key points
                                                                                      • Toilet tissue sales strong in 2011 and beyond
                                                                                        • Sales and forecast of toilet tissues
                                                                                          • Figure 11: Sales and forecast of toilet tissues, at current prices, 2006-16
                                                                                      • Segment Performance—Paper Towels

                                                                                        • Key points
                                                                                          • Paper towels post higher growth than facial tissue or paper napkins
                                                                                            • Sales and forecast of paper towels
                                                                                              • Figure 12: Sales and forecast of paper towels, at current prices, 2006-16
                                                                                          • Segment Performance—Facial Tissues

                                                                                            • Key points
                                                                                              • Facial tissue shows slow growth
                                                                                                • Sales and forecast of facial tissues
                                                                                                  • Figure 13: Sales and forecast of facial tissues, at current prices, 2006-16
                                                                                              • Segment Performance—Paper Napkins

                                                                                                • Key points
                                                                                                  • Paper napkins experience moderate growth
                                                                                                    • Sales and forecast of paper napkins
                                                                                                      • Figure 14: Sales and forecast of paper napkins, at current prices, 2006-16
                                                                                                  • Segment Performance—Moist Towelettes

                                                                                                    • Key points
                                                                                                      • Moist towelettes experience high growth
                                                                                                        • Sales and forecast of moist towelettes
                                                                                                          • Figure 15: Sales and forecast of moist towelettes, at current prices, 2006-16
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Mass merchandisers largest retail channel, supermarkets continue to lose ground
                                                                                                            • Discount, convenience store retailers comprise fastest-growing retail channel
                                                                                                              • Sales of household paper products, by channel
                                                                                                                • Figure 16: Total sales of household paper products, by retail channel, 2009 and 2011
                                                                                                            • Retail Channels—Mass Merchandisers

                                                                                                              • Key points
                                                                                                                • Private labels become mainstay at mass merchandisers
                                                                                                                  • Mass sales of household paper products
                                                                                                                    • Figure 17: Mass sales of household paper products, at current prices, 2006-11
                                                                                                                • Retail Channels—Supermarkets

                                                                                                                  • Key points
                                                                                                                    • Supermarkets lose ground to mass merchandisers
                                                                                                                      • Supermarkets offer private label products
                                                                                                                        • Supermarket sales of household paper products
                                                                                                                          • Figure 18: Supermarket sales of household paper products, at current prices, 2006-11
                                                                                                                      • Retail Channels—Other Retailers

                                                                                                                        • Key points
                                                                                                                          • Other retailers gain market share
                                                                                                                            • Dollar stores impact growth of channel
                                                                                                                              • Drug stores expand offerings
                                                                                                                                • Other retailers sales of household paper products
                                                                                                                                  • Figure 19: Other retailer sales of household paper products, at current prices, 2006-11
                                                                                                                              • Leading Companies

                                                                                                                                • Key points
                                                                                                                                  • Top paper product companies each have own strengths
                                                                                                                                    • Private label market share declines slightly
                                                                                                                                      • Figure 20: Manufacturer sales of Household Paper Products, 2010 and 2011
                                                                                                                                  • Brand Share—Toilet Tissues

                                                                                                                                    • Key points
                                                                                                                                      • Down economy may be driving toilet paper market shifts
                                                                                                                                        • Manufacturer sales of toilet tissues
                                                                                                                                          • Figure 21: Manufacturer sales of toilet tissues, 2010 and 2011
                                                                                                                                          • Figure 22: Brands of toilet paper used in the past 30 days, April 2010-June 2011
                                                                                                                                      • Brand Share—Paper Towels

                                                                                                                                        • Key points
                                                                                                                                          • P&G dominates paper towel market
                                                                                                                                            • Scott Naturals doubles market share
                                                                                                                                              • Manufacturer sales of paper towels
                                                                                                                                                • Figure 23: Manufacturer sales of paper towels, 2010 and 2011
                                                                                                                                                • Figure 24: Brands of paper towels used in the past 30 days, April 2010-June 2011
                                                                                                                                            • Brand Share—Facial Tissues

                                                                                                                                              • Key points
                                                                                                                                                • Kleenex leads facial tissue market
                                                                                                                                                  • Figure 25: Brands of facial tissue used in the past 30 days, April 2010-June 2011
                                                                                                                                                • P&G holding market share
                                                                                                                                                  • Manufacturer sales of facial tissues
                                                                                                                                                    • Figure 26: Manufacturer sales of facial tissues, 2010 and 2011
                                                                                                                                                • Brand Share—Paper Napkins

                                                                                                                                                  • Key points
                                                                                                                                                    • Private labels account for almost half of napkin market
                                                                                                                                                      • Georgia-Pacific Corp. sees slight growth, Kleenex sees large increase
                                                                                                                                                        • Manufacturer sales of paper napkins
                                                                                                                                                          • Figure 27: Manufacturer sales of paper napkins, 2010 and 2011
                                                                                                                                                          • Figure 28: Brands of paper napkins used in the past 30 days, April 2010-June 2011
                                                                                                                                                      • Brand Share—Moist Towelettes

                                                                                                                                                        • Key points
                                                                                                                                                          • Private labels and Wet Ones only significant moist towelette players
                                                                                                                                                            • Manufacturer sales of moist towelettes
                                                                                                                                                              • Figure 29: Manufacturer sales of moist towelettes, 2010 and 2011
                                                                                                                                                          • Innovations and Innovators

                                                                                                                                                            • Key points
                                                                                                                                                              • New facial tissue choices
                                                                                                                                                                • Eco-friendly products continue to enter the market
                                                                                                                                                                  • Private labels focus on branding
                                                                                                                                                                    • Wipe alternatives
                                                                                                                                                                      • Brands create wipes for specific occasions, conscious of eco-friendly
                                                                                                                                                                      • Marketing Strategies

                                                                                                                                                                        • Overview of the brand landscape
                                                                                                                                                                          • Key points
                                                                                                                                                                            • Brand analysis: Kleenex Cottonelle Toilet Paper
                                                                                                                                                                              • Figure 30: Brand analysis of Kleenex Cottonelle, 2011
                                                                                                                                                                            • Cottonelle moves away from fluffy imagery to edgier campaign
                                                                                                                                                                              • TV presence
                                                                                                                                                                                • Figure 31: Cottonelle television ad, 2012
                                                                                                                                                                              • Brand analysis: Kleenex facial tissue
                                                                                                                                                                                • Figure 32: Brand analysis of Kleenex, 2011
                                                                                                                                                                              • Kleenex makes facial tissue a gift to loved ones
                                                                                                                                                                                • TV presence
                                                                                                                                                                                  • Figure 33: Kleenex television ad, 2011
                                                                                                                                                                                • Brand analysis: Scott Naturals
                                                                                                                                                                                  • Figure 34: Brand analysis of Scott Naturals, 2011
                                                                                                                                                                                • Scott Naturals wants you to go for a test drive
                                                                                                                                                                                  • TV presence
                                                                                                                                                                                    • Figure 35: Scott Naturals television ad, 2011
                                                                                                                                                                                  • Brand analysis: Paseo
                                                                                                                                                                                    • Figure 36: Brand analysis of Paseo, 2011
                                                                                                                                                                                  • Paseo looking to new era of consumerism
                                                                                                                                                                                  • Usage

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Toilet paper is a staple item in all households
                                                                                                                                                                                        • Figure 37: Household paper consumption, by product type, April 2010-June 2011
                                                                                                                                                                                      • Colored paper towels are least popular
                                                                                                                                                                                        • Figure 38: Types of paper towels used, April 2010-June 2011
                                                                                                                                                                                      • Respondents use more toilet paper when compared to other products
                                                                                                                                                                                        • Figure 39: Amount of paper products used in household in the last 30 days, April 2010-June 2011
                                                                                                                                                                                      • Facial tissue, paper napkins, and moist towelettes less common in lower-income households
                                                                                                                                                                                        • Figure 40: Paper product usage, by household income, November 2011
                                                                                                                                                                                      • Presence of children in the household drives use of moist towelettes
                                                                                                                                                                                        • Figure 41: Paper product usage, by presence and number of children in the household, November 2011
                                                                                                                                                                                      • Consumers in the Northeast most likely to use paper napkins
                                                                                                                                                                                        • Figure 42: Paper product usage, by region, November 2011
                                                                                                                                                                                    • Brand Purchasing Habits

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Respondents most loyal to toilet paper brands, followed by facial tissue
                                                                                                                                                                                          • Figure 43: Brand Purchasing Habits, by household paper type, November 2011
                                                                                                                                                                                        • Toilet paper
                                                                                                                                                                                          • Respondents 34 and under less brand loyal
                                                                                                                                                                                            • Figure 44: Toilet paper brand purchasing habits, by age, November 2011
                                                                                                                                                                                          • Respondents in higher income brackets most likely to choose from a variety of preferred brands
                                                                                                                                                                                            • Figure 45: Toilet paper brand purchasing habits, by household income, November 2011
                                                                                                                                                                                          • Respondents in the West most likely to buy store brands
                                                                                                                                                                                            • Figure 46: Toilet paper brand purchasing habits, by region, November 2011
                                                                                                                                                                                          • Paper towels
                                                                                                                                                                                            • Women more likely to have preferred brands of paper towels
                                                                                                                                                                                              • Figure 47: Paper towel brand purchasing habits, by gender, November 2011
                                                                                                                                                                                            • Consumers aged 65+ most likely to buy name brand paper towels
                                                                                                                                                                                              • Figure 48: Paper towel brand purchasing habits, by age, November 2011
                                                                                                                                                                                            • Middle-income respondents interested in brand name paper towels, but not one specific brand
                                                                                                                                                                                              • Figure 49: Paper towel brand purchasing habits, by household income, November 2011
                                                                                                                                                                                            • Facial tissue
                                                                                                                                                                                              • Respondents aged 45-54 least likely to buy same brand of facial tissue
                                                                                                                                                                                                • Figure 50: Facial tissue brand purchasing habits, by age, November 2011
                                                                                                                                                                                              • Likelihood of buying store brand facial tissue inversely proportionate to income level
                                                                                                                                                                                                • Figure 51: Facial tissue brand purchasing habits, by household income, November 2011
                                                                                                                                                                                              • Midwestern respondents interested in same name brand of facial tissue
                                                                                                                                                                                                • Figure 52: Facial tissue brand purchasing habits, by region, November 2011
                                                                                                                                                                                              • Paper napkins
                                                                                                                                                                                                • Those 65+ stick with the same name brand
                                                                                                                                                                                                  • Figure 53: Paper napkin brand purchasing habits, by age, November 2011
                                                                                                                                                                                                • Across income levels, about one fifth always buy store brand napkins
                                                                                                                                                                                                  • Figure 54: Paper napkin brand purchasing habits, by household income, November 2011
                                                                                                                                                                                                • Moist towelettes
                                                                                                                                                                                                  • Respondents aged 55-64 interested in name brand moist towelettes
                                                                                                                                                                                                    • Figure 55: Moist towelettes brand purchasing habits, by age, November 2011
                                                                                                                                                                                                  • Those earning $75K+ most interested in brand name moist towelettes
                                                                                                                                                                                                    • Figure 56: Moist towelettes brand purchasing habits, by household income, November 2011
                                                                                                                                                                                                  • Midwest respondents loyal to moist towelette brand names
                                                                                                                                                                                                    • Figure 57: Moist towelettes brand purchasing habits, by region, November 2011
                                                                                                                                                                                                • Shopping Habits

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Respondents interested in quality toilet paper and facial tissue, not napkins
                                                                                                                                                                                                      • Figure 58: Paper product use and shopping attitudes, by product type, November 2011
                                                                                                                                                                                                    • Toilet paper
                                                                                                                                                                                                      • Men more likely to ration toilet paper
                                                                                                                                                                                                        • Figure 59: Toilet paper use and shopping attitudes, by gender, November 2011
                                                                                                                                                                                                      • Respondents aged 65+ least likely to buy cheap toilet paper
                                                                                                                                                                                                        • Figure 60: Toilet paper use and shopping attitudes, by age, November 2011
                                                                                                                                                                                                      • For those earning more, quality is worth paying more
                                                                                                                                                                                                        • Figure 61: Toilet paper use and shopping attitudes, by household income, November 2011
                                                                                                                                                                                                      • Paper towels
                                                                                                                                                                                                        • Respondents aged 18-34 unsure about which brands offer the best value
                                                                                                                                                                                                          • Figure 62: Paper towel use and shopping attitudes, by age, November 2011
                                                                                                                                                                                                        • Respondents earning more, likely to pay more
                                                                                                                                                                                                          • Figure 63: Paper towel use and shopping attitudes, by household income, November 2011
                                                                                                                                                                                                        • Facial tissue
                                                                                                                                                                                                          • Figure 64: Facial tissue use and shopping attitudes, by gender, November 2011
                                                                                                                                                                                                        • Quality of facial tissue important, especially for consumers aged 25-34
                                                                                                                                                                                                          • Figure 65: Facial tissue use and shopping attitudes, by age, November 2011
                                                                                                                                                                                                        • Those earning $75K-99.9K seek quality in facial tissue
                                                                                                                                                                                                          • Figure 66: Facial tissue use and shopping attitudes, by household income, November 2011
                                                                                                                                                                                                        • Paper napkins
                                                                                                                                                                                                          • Men looking for value in paper napkins
                                                                                                                                                                                                            • Figure 67: Paper napkin use and shopping attitudes, by gender, November 2011
                                                                                                                                                                                                          • Respondents aged 25-34 interested in quality and price of paper napkins
                                                                                                                                                                                                            • Figure 68: Paper napkin use and shopping attitudes, by age, November 2011
                                                                                                                                                                                                          • Inexpensive paper napkins likely to be well received
                                                                                                                                                                                                            • Figure 69: Paper napkin use and shopping attitudes, by household income, November 2011
                                                                                                                                                                                                          • Midwestern respondents most interested in low-cost paper napkins
                                                                                                                                                                                                            • Figure 70: Paper napkin use and shopping attitudes, by region, November 2011
                                                                                                                                                                                                        • Important Attributes

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Toilet paper
                                                                                                                                                                                                              • Men highly concerned with strength of toilet paper
                                                                                                                                                                                                                • Figure 71: Most important qualities to toilet paper selection, by gender, November 2011
                                                                                                                                                                                                              • Respondents aged 55-64 looking for effectiveness in their toilet paper
                                                                                                                                                                                                                • Figure 72: Most important qualities to toilet paper selection, by age, November 2011
                                                                                                                                                                                                              • Respondents earning $100K-149.9K looking for softness in toilet paper
                                                                                                                                                                                                                • Figure 73: Most important qualities to toilet paper selection, by household income, November 2011
                                                                                                                                                                                                              • Strength and price important to Midwestern consumers when buying toilet paper
                                                                                                                                                                                                                • Figure 74: Most important qualities to toilet paper selection, by region, November 2011
                                                                                                                                                                                                              • Paper towels
                                                                                                                                                                                                                • Women put more stress on top qualities than men
                                                                                                                                                                                                                  • Figure 75: Most important qualities to paper towel selection, by gender, November 2011
                                                                                                                                                                                                                • Strength and brands important to respondents aged 65+ when buying paper towels
                                                                                                                                                                                                                  • Figure 76: Most important qualities to paper towel selection, by age, November 2011
                                                                                                                                                                                                                • Those earning $100K+ pay attention to quality and features
                                                                                                                                                                                                                  • Figure 77: Most important qualities to paper towel selection, by household income, November 2011
                                                                                                                                                                                                                • Facial tissue
                                                                                                                                                                                                                  • Softness most important feature
                                                                                                                                                                                                                    • Figure 78: Most important qualities to facial tissue selection, by gender, November 2011
                                                                                                                                                                                                                  • Consumers aged 45+ put higher emphasis on most facial tissue attributes
                                                                                                                                                                                                                    • Figure 79: Most important qualities to facial tissue selection, by age, November 2011
                                                                                                                                                                                                                  • Middle-income respondents looking for strength
                                                                                                                                                                                                                    • Figure 80: Most important qualities to facial tissue selection, by household income, November 2011
                                                                                                                                                                                                                • Attitudes toward Eco-Friendly Household Paper Products

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Women interested in environmentally friendly products
                                                                                                                                                                                                                      • Figure 81: Attitudes toward eco-friendly household paper products, by gender, November 2011
                                                                                                                                                                                                                    • Respondents aged 25-34 interested in recycled paper products
                                                                                                                                                                                                                      • Figure 82: Attitudes toward eco-friendly household paper products, by age, November 2011
                                                                                                                                                                                                                    • Respondents earning $75K-99.9K interested in eco-friendly products
                                                                                                                                                                                                                      • Figure 83: Attitudes toward eco-friendly household paper products, by household income, November 2011
                                                                                                                                                                                                                    • West interested in trying paper products made from recycled materials
                                                                                                                                                                                                                      • Figure 84: Attitudes toward eco-friendly household paper products, by region, November 2011
                                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • Black and Hispanic respondents least likely to use facial tissue
                                                                                                                                                                                                                        • Figure 85: Paper product usage, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                      • Hispanics most unsure about which brand provides best value
                                                                                                                                                                                                                        • Figure 86: Toilet paper and paper towel use and shopping attitudes, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                      • Hispanics interested in high quality napkins
                                                                                                                                                                                                                        • Figure 87: Paper napkin use and shopping attitudes, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                      • Asian/Pacific Islanders put importance on price of paper towels
                                                                                                                                                                                                                        • Figure 88: Most important qualities to paper towel selection, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                      • Asian/Pacific Islanders highly interested in eco-friendly products
                                                                                                                                                                                                                        • Figure 89: Attitudes toward eco-friendly household paper products, by race/Hispanic origin, November 2011
                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Parents with young children least likely to use facial tissue, most likely to use moist towelettes
                                                                                                                                                                                                                            • Figure 90: Paper product usage, by parental status, November 2011
                                                                                                                                                                                                                          • Parents with children under age 5 concerned about price of toilet paper
                                                                                                                                                                                                                              • Figure 91: Most important qualities to toilet paper selection, by parental status, November 2011
                                                                                                                                                                                                                            • Parents with children under age 11 are looking for brands they trust
                                                                                                                                                                                                                              • Figure 92: Most important qualities to facial tissue selection, by parental status, November 2011
                                                                                                                                                                                                                            • Respondents who are not a parent more likely to spend more for quality paper towels
                                                                                                                                                                                                                              • Figure 93: Paper towel use and shopping attitudes, by parental status, November 2011
                                                                                                                                                                                                                            • Parents less interested in paying more for quality napkins
                                                                                                                                                                                                                              • Figure 94: Paper napkin use and shopping attitudes, by parental status, November 2011
                                                                                                                                                                                                                          • Key Household Purchase Measures—SymphonyIRI Builders Panel Data

                                                                                                                                                                                                                              • Toilet tissue
                                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                    • Figure 95: Brand map, selected brands of toilet tissue, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                      • Figure 96: Key purchase measures for the top brands of toilet tissue, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                    • Paper napkins
                                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                          • Figure 97: Brand map, selected brands of paper napkins, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                            • Figure 98: Key purchase measures for the top brands of paper napkins, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                          • Facial tissue
                                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                • Figure 99: Brand map, selected brands of facial tissue, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                  • Figure 100: Key purchase measures for the top brands of facial tissue, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                • Paper towels
                                                                                                                                                                                                                                                  • Consumer insights on key purchase measures
                                                                                                                                                                                                                                                    • Brand map
                                                                                                                                                                                                                                                      • Figure 101: Brand map, selected brands of paper towels, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                    • Brand leader characteristics
                                                                                                                                                                                                                                                      • Key purchase measures
                                                                                                                                                                                                                                                        • Figure 102: Key purchase measures for the top brands of paper towels, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                                                    • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                                                                        • Figure 103: Toilet paper brand purchasing habits, by gender, November 2011
                                                                                                                                                                                                                                                        • Figure 104: Paper napkin brand purchasing habits, by gender, November 2011
                                                                                                                                                                                                                                                        • Figure 105: Moist towelettes brand purchasing habits, by gender, November 2011
                                                                                                                                                                                                                                                        • Figure 106: Toilet paper use and shopping attitudes, by region, November 2011
                                                                                                                                                                                                                                                        • Figure 107: Paper towel use and shopping attitudes, by region, November 2011
                                                                                                                                                                                                                                                        • Figure 108: Facial tissue use and shopping attitudes, by region, November 2011
                                                                                                                                                                                                                                                        • Figure 109: Kinds of facial tissue used, April 2010-June 2011
                                                                                                                                                                                                                                                    • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                                        • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                                        • Appendix: Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • American Forest & Paper Association (AF&PA)
                                                                                                                                                                                                                                                          • Centers for Disease Control and Prevention
                                                                                                                                                                                                                                                          • Chanel USA
                                                                                                                                                                                                                                                          • Costco Wholesale Corporation
                                                                                                                                                                                                                                                          • CVS Caremark Corporation
                                                                                                                                                                                                                                                          • Dunkin' Brands
                                                                                                                                                                                                                                                          • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                                                                                                                          • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                          • Fareway Stores, Inc.
                                                                                                                                                                                                                                                          • Fresh & Easy
                                                                                                                                                                                                                                                          • Georgia Pacific
                                                                                                                                                                                                                                                          • Kimberly-Clark Corporation
                                                                                                                                                                                                                                                          • Kmart Corporation
                                                                                                                                                                                                                                                          • Manufacturers Representatives of America Inc (MRA)
                                                                                                                                                                                                                                                          • Marcal Paper Mills Inc.
                                                                                                                                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                          • Rite Aid Corporation
                                                                                                                                                                                                                                                          • Sanitary Supply Wholesalers Association
                                                                                                                                                                                                                                                          • Save-A-Lot Food Stores, Inc.
                                                                                                                                                                                                                                                          • Supervalu Inc
                                                                                                                                                                                                                                                          • Target Corporation
                                                                                                                                                                                                                                                          • The New York Times Company
                                                                                                                                                                                                                                                          • Twitter, Inc.
                                                                                                                                                                                                                                                          • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                          • U.S. Bureau of the Census
                                                                                                                                                                                                                                                          • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                          • University of Michigan, The
                                                                                                                                                                                                                                                          • US Department of Commerce
                                                                                                                                                                                                                                                          • Walgreen Co
                                                                                                                                                                                                                                                          • Walmart Stores (USA)
                                                                                                                                                                                                                                                          • Whole Foods Market Inc

                                                                                                                                                                                                                                                          Household Paper Products - US - February 2012

                                                                                                                                                                                                                                                          £2,684.63 (Excl.Tax)