Household Paper Products - US - February 2014
“In spite of low overall sales growth and universal household penetration, the household paper market holds opportunities for brands that emphasize quality and performance and that explore ideas that make it easier for consumers to use paper products in a wider array of occasions. At the same time, sustainability is poised to become a more important issue in the category, presenting marketers with a new set of issues and opportunities.”
– John Owen, Senior Household Analyst
Some questions answered in this report include:
- How can companies leverage improved product quality?
- Where do opportunities for growth lie?
- Why is making sustainability more relevant important in this category?
The $171 billion household paper products market has posted only modest sales growth between 2008 and 2013. While toilet paper and paper towels remain staples in nearly all households, usage of some other paper products, including facial tissue and paper napkins has slipped as some consumers have deemed them replaceable. Category shoppers are as value-conscious as ever, however some brands are having success at advancing the idea that better quality paper products can be a better value. In addition, there’s an opportunity for brands to generate incremental sales through ideas that make it easier for consumers to use paper products in a wider array of occasions.
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