Household Paper Products - US - February 2015
“While a budget-conscious mindset among household paper product purchasers has kept sales growth in check, opportunities exist for brands and retailers to offer value in the form of superior quality, added benefits, and new use occasions.”
– John Owen, Senior Household Analyst
This report looks at the following areas:
- Leveraging new use occasions and partnerships to drive super-premium
- Private label potential
- Who says you can’t take it with you?
- Cleaning up with push-and-wipe cleaners
The household paper products market experienced almost no growth in 2014 and has increased by only 6% over the last five years. However, while getting the best value is as important as ever to budget-conscious category shoppers, national brands and retailers have an opportunity to grow sales by redefining value through improved quality, added features, and new use occasions.
Household paper brands have a stake in the success of this emerging new surface cleaner subsegment, especially in its potential to generate incremental volume for both surface cleaners and paper products. Joint promotions that feature push-and-wipe cleaners and paper products together at retail might be a good way to introduce more consumers to this new approach to quick cleanups.
Paper brands might also consider new products or dispensers to pair with push-and-wipe cleaners. Kleenex Hand Towels, marketed as a more sanitary way to wash and dry hands in the bathroom, for instance, could be repurposed as one half of a new quick cleanup duo.
Take a look inside a sample report
Mintel’s consumer reports deliver insight and expert analysis into key consumer trends and behaviour in your marketplace, in addition to an overview of the market data and key brands. Mintel’s consumer reports provide you with easily digestible information to guide your future innovation and move your business forward.Download now
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
Why buy from us?
Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.
Buy now and you'll have instant access to the information you need to make the right decisions.
Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.
A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.