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Household Paper Products - US - February 2013

“Continued improvements in product quality and leading manufacturers’ efforts to shift to more sustainable sources of paper pulp have the potential to change the size and shape of the household paper market. Stronger products that allow consumers to do more with fewer sheets may help to increase value without driving up volume.”

– John Owen, Senior Household Analyst

Some questions answered in this report include:

  • How big a factor is environmental friendliness to consumers in the household paper products market?
  • What challenges and opportunities do the Millennials represent for the household paper market?
  • How should manufacturers respond to declining sales in the category’s smaller segments?

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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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2007-17
                        • Market factors
                          • Figure 2: Thomson Reuters/University of Michigan Index of Consumer Sentiment (ICS), 2007-13
                        • Market segmentation
                          • Figure 3: Total U.S. retail sales of household paper products, by segment, at current prices, 2010 and 2012
                        • Retail channels
                          • Figure 4: Total U.S. retail sales of household paper products, by channel, at current prices, 2007-12
                        • Leading companies
                          • Figure 5: MULO share of household paper products, by leading companies, 2011 and 2012
                        • The consumer
                          • Household incidence slips for facial tissues, paper napkins
                            • Figure 6: Household paper incidence, by product type, 2007 and 2012
                          • Value is key overall, but shopping dynamics vary from segment to segment
                              • Figure 7: Paper product shopping behaviors, by product type, November 2012
                            • Attitudes toward toilet paper
                              • Figure 8: Attitudes toward toilet paper, agree, November 2012
                            • Attitudes toward paper towels
                              • Figure 9: Attitudes toward paper towels, agree, November 2012
                            • Attitudes toward facial tissue
                              • Figure 10: Attitudes toward facial tissues, agree, by gender and age, November 2012
                            • Interest in paper product features
                              • Figure 11: Interest in paper product features, any interested, November 2012
                            • What we think
                            • Issues in the Market

                                • How big a factor is environmental friendliness to consumers in the household paper products market?
                                  • What challenges and opportunities do the Millennials represent for the household paper market?
                                    • How should manufacturers respond to declining sales in the category’s smaller segments?
                                    • Insights and Opportunities

                                      • Clean and healthy: promoting paper products for health and wellness
                                        • Finding new homes, and uses, for paper products
                                          • Less equals more: linking quality, economy, and eco-friendliness
                                          • Trend Applications

                                              • Trend: Premium and Indulgence
                                                • Trend: Mood to Order
                                                  • 2015 trend: Brand Intervention
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Gains driven by biggest segments
                                                        • Less is becoming more
                                                          • Figure 12: Total U.S. retail sales and forecast of household paper products, at current prices, 2007-17
                                                          • Figure 13: Total U.S. retail sales and forecast of household paper products, at inflation-adjusted prices, 2007-17
                                                        • Fan chart forecast
                                                            • Figure 14: Total U.S. retail sales and fan chart forecast of household paper products, at current prices, 2007-17
                                                        • Market Drivers

                                                          • Household income stabilizes, but remains weak
                                                            • Figure 15: Median household income, in inflation-adjusted dollars, 2001-11
                                                          • Consumer confidence rising but still fragile
                                                            • Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2007-13
                                                          • Households with kids declining
                                                            • Figure 17: Households, by presence of children, 2002-12
                                                        • Competitive Context

                                                          • Competition from within
                                                            • Paper towels versus cloth
                                                              • Figure 18: Attitudes toward paper towels versus cloth, November 2012
                                                            • Sponges experience steady but modest sales growth
                                                              • Figure 19: Total U.S. retail sales of sponges and scouring pads, at current prices, 2007-17
                                                            • Disposable wipes compete with paper towels for quick, easy cleanups
                                                              • Figure 20: Total U.S. retail sales of cleaning cloths/wipes, at current prices, 2007-17
                                                          • Segment Performance

                                                            • Key points
                                                              • Toilet tissue, paper towels category’s largest, most resilient segments
                                                                • Smaller segments experience declines, suffer from nonessential status
                                                                  • Figure 21: Total U.S. retail sales of household paper products, by segment, at current prices, 2010 and 2012
                                                              • Segment Performance—Toilet Tissue

                                                                • Key points
                                                                  • Toilet tissue posts solid sales growth
                                                                    • Figure 22: Total U.S. retail sales and forecast of toilet tissue, at current prices, 2007-17
                                                                • Segment Performance—Paper Towels

                                                                  • Key points
                                                                    • Slow but steady gains for a versatile segment
                                                                      • Bounty, segment leader, emphasizes quality over quantity
                                                                        • Figure 23: Total U.S. retail sales and forecast of paper towels, at current prices, 2007-17
                                                                    • Segment Performance—Facial Tissue

                                                                      • Key points
                                                                        • Sales decline in increasingly discretionary segment
                                                                          • Figure 24: Total U.S. retail sales and forecast of facial tissue, at current prices, 2007-17
                                                                      • Segment Performance—Paper Napkins

                                                                        • Key points
                                                                          • Declining sales suggest some consumers forgoing the segment altogether
                                                                            • Figure 25: Total U.S. retail sales and forecast of paper napkins, at current prices, 2007-17
                                                                        • Segment Performance—Hand/Face Moist Towelettes

                                                                          • Key points
                                                                            • Segment sales stabilize with help of small competitor
                                                                              • Figure 26: Total U.S. retail sales and forecast of hand/face moist towelettes, at current prices, 2007-17
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Channel trends point value focus among shoppers
                                                                                • Strategic channel strengths still play a role
                                                                                  • Figure 27: Total U.S. retail sales of household paper products, by channel, at current prices, 2010-12
                                                                                  • Figure 28: Total U.S. retail sales of household paper products, by channel, at current prices, 2007-12
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • P&G’s leadership built on premium brands
                                                                                    • Georgia-Pacific and Kimberly-Clark offer broader ranges
                                                                                      • Figure 29: MULO sales and share of household paper products, by leading companies, 2011 and 2012
                                                                                  • Brand Share—Toilet Tissue

                                                                                    • Key points
                                                                                      • Charmin Basic gets squeezed
                                                                                        • Georgia-Pacific holds on to company lead
                                                                                          • Private label continues to gain
                                                                                            • Manufacturer sales of toilet tissue
                                                                                              • Figure 30: MULO sales and share of toilet tissue, by leading companies and brands, 2011 and 2012
                                                                                          • Brand Share—Paper Towels

                                                                                            • Key points
                                                                                              • P&G’s Bounty maintains leadership but loses share
                                                                                                • Bounty ups the ante on durability with DuraTowel
                                                                                                  • Manufacturer sales of paper towels
                                                                                                    • Figure 31: MULO sales and share of paper towels, by leading companies and brands, 2011 and 2012
                                                                                                • Brand Share—Facial Tissue

                                                                                                  • Key points
                                                                                                    • Sensory products advance as Kleenex maintains leadership
                                                                                                      • Puffs sees share slip after Basic launch
                                                                                                        • Store brands continue to gain ground as quality improves
                                                                                                          • Manufacturer sales of facial tissue
                                                                                                            • Figure 32: MULO sales and share of facial tissue, by leading companies and brands, 2011 and 2012
                                                                                                        • Brand Share—Paper Napkins

                                                                                                          • Key points
                                                                                                            • Private label maintains hold on paper napkins
                                                                                                              • Top name brands make small gains
                                                                                                                • Manufacturer sales of paper napkins
                                                                                                                  • Figure 33: MULO sales and share of paper napkins, by leading companies and brands, 2011 and 2012
                                                                                                              • Brand Share—Moist Towelettes

                                                                                                                • Key points
                                                                                                                  • Wet Ones and private label dominate small segment
                                                                                                                    • Opportunity for smaller, more focused competitors
                                                                                                                      • Manufacturer sales of moist towelettes
                                                                                                                        • Figure 34: MULO sales and share of moist towelettes, by leading companies and brands, 2011 and 2012
                                                                                                                    • Innovations and Innovators

                                                                                                                      • New applications
                                                                                                                        • Napkins to go
                                                                                                                          • Strength and durability
                                                                                                                            • Store brand upgrades
                                                                                                                              • Environmentally friendly
                                                                                                                              • Marketing Strategies

                                                                                                                                • Overview
                                                                                                                                  • Figure 35: Measured-media advertising spending of select household paper product brands, 2010 and 2011
                                                                                                                                • Interplay between softness and strength sets the tone
                                                                                                                                  • Charmin Ultra Strong
                                                                                                                                    • Figure 36: Charmin Ultra Strong “Clean Underwear” TV ad, 2012
                                                                                                                                  • Charmin Ultra Soft
                                                                                                                                    • Figure 37: Charmin Ultra Soft “Ah, This is Soft” TV ad, 2012
                                                                                                                                  • Carving out space between dishcloths and bargain brands
                                                                                                                                    • Cleaner than a dishcloth
                                                                                                                                      • Figure 38: Bounty DuraTowel “Ditch Your Dishcloth” TV ad, 2012
                                                                                                                                    • Providing superior value versus bargain brands
                                                                                                                                      • Figure 39: Bounty “The Bargain” TV ad, 2012
                                                                                                                                    • Package the emotional payoff of the brand
                                                                                                                                      • Figure 40: Kleenex “Gift of Care” TV ad, 2012
                                                                                                                                    • Recast facial tissue as a personal beauty care product
                                                                                                                                      • Figure 41: Puffs “Everything Your Face Has to Face” TV ad, 2012
                                                                                                                                  • Social Media

                                                                                                                                    • Key points
                                                                                                                                      • Overview
                                                                                                                                        • Key social media metrics
                                                                                                                                          • Figure 42: Key brand metrics, selected household paper brands, January 2013
                                                                                                                                        • Market overview
                                                                                                                                          • Brand usage and awareness
                                                                                                                                            • Figure 43: Usage and awareness of selected household paper brands, November 2012
                                                                                                                                          • Interaction with brands
                                                                                                                                            • Figure 44: Interaction with selected household paper brands, November 2012
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 45: Percentage of consumer conversation by selected household paper brands, December 22, 2012-January 21, 2013
                                                                                                                                            • Figure 46: Online mentions, selected household paper brands, percent of total daily mentions, by day, December 22, 2012-January 21, 2013
                                                                                                                                          • Where are people talking about household paper brands?
                                                                                                                                            • Figure 47: Mentions by page type, selected household paper brands, December 22, 2012-January 21, 2013
                                                                                                                                          • What are people talking about?
                                                                                                                                            • Figure 48: Mentions by type of conversation, selected household paper brands, December 22, 2012- January 21, 2013
                                                                                                                                            • Figure 49: Major areas of discussion surrounding household paper brands, percent of daily mentions, by day, December 22, 2012-January 21, 2013
                                                                                                                                            • Figure 50: Major areas of discussion surrounding household paper brands, by page type, December 22, 2012-January 21, 2013
                                                                                                                                          • Brand analysis
                                                                                                                                            • Kleenex
                                                                                                                                              • Figure 51: Kleenex key social media metrics, January 2013
                                                                                                                                            • Key online campaigns
                                                                                                                                              • What we think
                                                                                                                                                • Charmin
                                                                                                                                                  • Figure 52: Charmin key social media metrics, January 2013
                                                                                                                                                • Key online campaigns
                                                                                                                                                  • Figure 53: Selected Charmin twitter mentions, August 3, 2012
                                                                                                                                                • What we think
                                                                                                                                                  • Bounty
                                                                                                                                                    • Figure 54: Bounty key social media metrics, January 2013
                                                                                                                                                  • Key online campaigns
                                                                                                                                                    • What we think
                                                                                                                                                      • Scott
                                                                                                                                                        • Figure 55: Scott key social media metrics, January 2013
                                                                                                                                                      • Key online campaigns
                                                                                                                                                        • What we think
                                                                                                                                                          • Puffs
                                                                                                                                                            • Figure 56: Puffs key social media metrics, January 2013
                                                                                                                                                          • Key online campaigns
                                                                                                                                                            • What we think
                                                                                                                                                              • Brawny
                                                                                                                                                                • Figure 57: Brawny key social media metrics, January 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                • Usage of Household Paper Products

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Household incidence slips for facial tissues, paper napkins
                                                                                                                                                                      • Figure 58: Household paper incidence, by product type, 2007 and 2012
                                                                                                                                                                    • Younger adults less likely to use facial tissue, paper napkins
                                                                                                                                                                      • Figure 59: Household paper incidence, by product type, by age, August 2011-August 2012
                                                                                                                                                                    • Facial tissue and paper napkin usage increases with income
                                                                                                                                                                      • Figure 60: Household paper incidence, by product type, by household income, August 2011-August 2012
                                                                                                                                                                    • Larger households less likely to use some paper products…
                                                                                                                                                                      • Figure 61: Household paper incidence, by product type, by household size, August 2011-August 2012
                                                                                                                                                                    • …but those that do tend to use more
                                                                                                                                                                      • Figure 62: Household paper incidence, by product type, by household size, August 2011-August 2012
                                                                                                                                                                  • Purchasing Responsibility for Paper Products

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women 35+ likely to take primary responsibility for household purchases
                                                                                                                                                                        • Figure 63: Purchasing responsibility for paper products, by gender and age, November 2012
                                                                                                                                                                    • Paper Product Shopping Behaviors

                                                                                                                                                                      • Value is key overall, but shopping dynamics vary from segment to segment
                                                                                                                                                                          • Figure 64: Paper product shopping behaviors, by product type, November 2012
                                                                                                                                                                      • Attitudes Toward Toilet Paper

                                                                                                                                                                        • Key points
                                                                                                                                                                          • For some, higher quality equates to better value
                                                                                                                                                                            • Flushable wipes have room to grow
                                                                                                                                                                              • Despite interest, little consumer action on eco-friendly toilet paper
                                                                                                                                                                                • Younger consumers more likely to be interested in value-added products
                                                                                                                                                                                  • Figure 65: Attitudes toward toilet paper, by gender and age, November 2012
                                                                                                                                                                              • Attitudes Toward Paper Towels

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Paper towels versus kitchen towels
                                                                                                                                                                                    • Money savings more important than eco-friendliness in limiting use
                                                                                                                                                                                      • Stronger a better value
                                                                                                                                                                                        • Figure 66: Attitudes toward paper towels, by gender and age, November 2012
                                                                                                                                                                                    • Attitudes Toward Facial Tissues

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Young adults less likely to treat facial tissue as an everyday staple
                                                                                                                                                                                          • Added-value features appealing to young purchasers
                                                                                                                                                                                            • Environmental friendliness not top of mind in facial tissues
                                                                                                                                                                                              • Figure 67: Attitudes toward facial tissues, by gender and age, November 2012
                                                                                                                                                                                          • Interest in Paper Product Features

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Interest in health-focused paper products
                                                                                                                                                                                                • Other concepts of interest
                                                                                                                                                                                                    • Figure 68: Interest in paper product features, November 2012
                                                                                                                                                                                                  • Young adults open to a wider variety of value-added paper products
                                                                                                                                                                                                    • Figure 69: Interest in paper product features, by gender and age, November 2012
                                                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Universal usage of toilet paper and paper towels holds across groups
                                                                                                                                                                                                      • Hispanic and black consumers are less likely than other groups use facial tissue
                                                                                                                                                                                                        • Figure 70: Household paper incidence, by product type, by race/Hispanic origin, August 2011-August 2012
                                                                                                                                                                                                      • Hispanics less likely to buy name brands or see quality as worth more
                                                                                                                                                                                                        • Figure 71: Toilet paper shopping behaviors, by race/Hispanic origin, November 2012
                                                                                                                                                                                                        • Figure 72: Paper towels shopping behaviors, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Hispanics more likely to buy facial tissues only when they have a cold
                                                                                                                                                                                                        • Figure 73: Attitudes toward facial tissues, by race/Hispanic origin, November 2012
                                                                                                                                                                                                      • Blacks, Hispanics, and Asians show interest in value-added products
                                                                                                                                                                                                        • Figure 74: Interest in paper product features, by race/Hispanic origin, November 2012
                                                                                                                                                                                                    • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                                        • Toilet tissue
                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                              • Figure 75: Brand map, selected brands of toilet tissue buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                • Figure 76: Key purchase measures for the top brands of toilet tissue, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                              • Paper towels
                                                                                                                                                                                                                • Consumer insights on key purchase measures
                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                    • Figure 77: Brand map, selected brands of paper towels buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                      • Figure 78: Key purchase measures for the top brands of paper towels, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                    • Facial tissue
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 79: Brand map, selected brands of facial tissue buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 80: Key purchase measures for the top brands of facial tissue, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                          • Paper napkins
                                                                                                                                                                                                                            • Consumer insights on key purchase measures
                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                • Figure 81: Brand map, selected brands of paper napkins buying rate, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                  • Figure 82: Key purchase measures for the top brands of paper napkins, by household penetration, 52 weeks ending June 24, 2012
                                                                                                                                                                                                                              • Custom Consumer Groups

                                                                                                                                                                                                                                • Households with young kids could be key target for all-family wipes
                                                                                                                                                                                                                                  • Figure 83: Attitudes toward paper towels, by parents with children and age, November 2012
                                                                                                                                                                                                                                • Parents of young kids especially conscious of paper towel usage
                                                                                                                                                                                                                                  • Figure 84: Attitudes toward paper towels, by parents with children and age, November 2012
                                                                                                                                                                                                                                • Parents of young kids likely to be interested in value-added facial tissues
                                                                                                                                                                                                                                  • Figure 85: Attitudes toward facial tissues, by parents with children and age, November 2012
                                                                                                                                                                                                                              • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                                                  • Figure 86: Household purchase of paper products, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 87: Household purchase of paper products, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 88: Household purchase of paper products, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 89: Purchasing responsibility for paper products, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 90: Purchasing responsibility for paper products, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 91: Toilet paper shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 92: Toilet paper shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 93: Toilet paper shopping behaviors, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 94: Paper towels shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 95: Paper towels shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 96: Paper towels shopping behaviors, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 97: Facial tissues shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 98: Facial tissues shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 99: Facial tissues shopping behaviors, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 100: Paper napkins shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 101: Paper napkins shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 102: Paper napkins shopping behaviors, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 103: Moist towelettes shopping behaviors, by gender and age, November 2012
                                                                                                                                                                                                                                  • Figure 104: Moist towelettes shopping behaviors, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 105: Moist towelettes shopping behaviors, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 106: Attitudes toward toilet paper, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 107: Attitudes toward toilet paper, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 108: Attitudes toward paper towels, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 109: Attitudes toward paper towels, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 110: Attitudes toward facial tissues, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 111: Attitudes toward facial tissues, by household size, November 2012
                                                                                                                                                                                                                                  • Figure 112: Interest in paper product features, by household income, November 2012
                                                                                                                                                                                                                                  • Figure 113: Interest in paper product features, by household size, November 2012
                                                                                                                                                                                                                              • Appendix – Social Media

                                                                                                                                                                                                                                • Brand usage or awareness
                                                                                                                                                                                                                                  • Figure 114: Brand usage or awareness, November 2012
                                                                                                                                                                                                                                  • Figure 115: Charmin usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 116: Scott usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 117: Kleenex usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 118: Puffs usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 119: Bounty usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 120: Brawny usage or awareness, by demographics, November 2012
                                                                                                                                                                                                                                • Activities done
                                                                                                                                                                                                                                  • Figure 121: Activities done, November 2012
                                                                                                                                                                                                                                  • Figure 122: Charmin—activities done, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 123: Scott—activities done, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 124: Kleenex—activities done, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 125: Puffs—activities done, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 126: Bounty—activities done, by demographics, November 2012
                                                                                                                                                                                                                                  • Figure 127: Brawny—activities done, by demographics, November 2012
                                                                                                                                                                                                                                • Online conversations
                                                                                                                                                                                                                                  • Figure 128: Percentage of consumer conversation by selected Household paper brands, December 22, 2012-January 21, 2013
                                                                                                                                                                                                                                  • Figure 129: Online mentions, selected household paper brands, percent of total daily mentions, by day, December 22, 2012-January 21, 2013
                                                                                                                                                                                                                                  • Figure 130: Mentions by page type, selected household paper brands, December 22, 2012-January 21, 2013
                                                                                                                                                                                                                                  • Figure 131: Mentions by type of conversation, selected household paper brands, December 22, 2012- January 21, 2013
                                                                                                                                                                                                                                  • Figure 132: Major areas of discussion surrounding household paper brands, percent of daily mentions, by day, December 22, 2012-January 21, 2013
                                                                                                                                                                                                                                  • Figure 133: Major areas of discussion surrounding household paper brands, by page type, December 22, 2012-January 21, 2013
                                                                                                                                                                                                                              • Appendix – Trade Associations

                                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                                • American Forest & Paper Association (AF&PA)
                                                                                                                                                                                                                                • Georgia Pacific
                                                                                                                                                                                                                                • Kimberly-Clark Corporation
                                                                                                                                                                                                                                • Manufacturers Representatives of America Inc (MRA)
                                                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                                                • Sanitary Supply Wholesalers Association

                                                                                                                                                                                                                                Household Paper Products - US - February 2013

                                                                                                                                                                                                                                £3,277.28 (Excl.Tax)