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Household Paper Products - US - February 2016

"The mature household paper products market has experienced flat sales in recent years. Still, while consumers continue to take a value-driven approach to shopping for household paper products, they place importance on product quality and are interested in products that allow them to streamline and simplify tasks, as well as products that are environmentally friendly."
- Rebecca Cullen, Consumer Research Analyst

This report discusses the following key topics:

  • Slow pace of growth expected to continue 
  • Budget-conscious consumers replacing discretionary products with staples
  • Consumers stock up, look for cost savings

For the purposes of this report, Mintel defines household paper products as follows:

  • Paper towels
  • Toilet tissue
  • Facial tissue
  • Paper napkins
  • Flushable wet wipes
  • Moist towelettes for hands and face

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Slow pace of growth expected to continue
            • Figure 1: Total US sales and fan chart of household paper products, at current prices, 2010-20
          • Budget-conscious consumers replacing discretionary products with staples
            • Figure 2: Household usage of paper products, by product type, 2010-15
          • Consumers stock up, look for cost savings
            • Figure 3: Purchase behaviors, November 2015
          • The opportunities
            • Focus on younger consumers, who are more likely to purchase range of products
              • Figure 4: Purchased household paper products, by age, November 2015
            • An opportunity for products highlighting environmental claims among Hispanics
              • Figure 5: Importance of environmental claims, by race and Hispanic origin, November 2015
            • Interest in functional benefits may increase spend
              • Figure 6: Interested and willing to pay more for household paper product innovations, November 2015
            • What it means
            • The Market – What You Need to Know

              • Household paper products market experiencing flat sales
                • Market competing with reusable cloth alternatives
                  • Value-focused retail channels gain share
                    • Opportunities with growing population and men
                    • Market Size and Forecast

                      • Historic and projected sales performance of household paper products
                        • Figure 7: Total US sales and fan chart forecast of household paper products market, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of household paper products market, at current prices, 2010-20
                    • Market Breakdown

                      • Household staples dominate category sales
                        • Figure 9: Share of household paper products sales, by segment, 2015
                      • Moist products experience growth
                        • Figure 10: Total US retail sales and forecast of household paper products, by segment, at current prices, 2010-20
                    • Market Perspective

                      • Reusable cloth alternatives could negatively impact segments
                        • Drug stores, supermarkets lose share to other retailers
                          • Figure 11: Total US retail sales of household paper products, by channel, at current prices, 2013 and 2015
                      • Market Factors

                        • Women more likely to shop for paper products, but men hold opportunity
                          • Figure 12: Household paper product purchased, by gender, November 2015
                        • Rising birth rate benefits category
                          • Figure 13: Annual birth and fertility rate, 2004-14
                        • Increasing consumer confidence could boost market
                          • Figure 14: Consumer Sentiment Index, January 2007-December 2015
                      • Key Players – What You Need to Know

                        • Private label appeals to budget-conscious consumers
                          • Moist products benefit
                            • Discretionary products struggle
                              • Premium paper towel successes open the door for other innovations
                              • Manufacturer Sales of Household Paper Products

                                • Private label outperforms stagnant leading brands
                                  • Manufacturer sales of household paper products
                                    • Figure 15: MULO sales of household paper products, by leading companies, rolling 52 weeks 2014 and 2015
                                • Brand Perceptions

                                  • Opportunities to leverage brand strengths, address weaknesses
                                      • Figure 16: Correspondence analysis – Brand perceptions, November 2015
                                      • Figure 17: Brand perceptions, November 2015
                                  • What’s Working?

                                    • Private label outgains branded products
                                      • Moist products capitalize on quick, easy cleanup
                                        • Themes of compassion and strength resonate with consumers
                                          • Select-a-size options appeal to consumers
                                            • Figure 18: MULO sales of select paper towels, 52-weeks ending Nov. 1, 2015
                                            • Figure 19: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                        • What’s Struggling?

                                          • Discretionary products struggle to find their place
                                            • Figure 20: Interest and willing to pay more for select household paper product innovations, by age, November 2015
                                        • What’s Next?

                                          • Environmentally friendly alternative to flushable wipes
                                            • Kleenex could gain with brand extension
                                              • Repositioning premium line extensions
                                                • Stimulate the senses: Touch and smell
                                                • The Consumer – What You Need to Know

                                                  • Staple products gain while discretionary products struggle
                                                    • Younger adults, among others, purchase as needed
                                                      • Improved functionality, added benefits hold strong appeal
                                                        • Environmental concerns are not strong enough to alter habits
                                                        • Household Paper Products Purchased

                                                          • Staples heavily purchased, potentially replacing other paper products
                                                            • Figure 21: Household use of toilet paper and facial tissue, July 2014-September 2015
                                                            • Figure 22: Household usage of paper products, by product type, 2010-15
                                                            • Figure 23: Household paper products purchased, November 2015
                                                          • Younger adults, parents find purpose for range of products
                                                            • Figure 24: Bounty Who’s Training who ad
                                                            • Figure 25: Household paper products purchased, by age and Parental status, November 2015
                                                          • Hispanics purchase range of products
                                                            • Figure 26: Household paper product purchases, by Hispanic origin, November 2015
                                                        • Purchase Behaviors

                                                          • Category shoppers are cost conscious but want quality
                                                            • Figure 27: Purchase behaviors, November 2015
                                                          • Older adults more likely to stock up, younger adults purchase as needed
                                                            • Figure 28: Top five purchase behaviors, by age, November 2015
                                                          • Women financially savvy, men present opportunity
                                                            • Figure 29: Select purchase behaviors, by gender, November 2015
                                                            • Figure 30: Select purchase behaviors, by race and Hispanic origin, November 2015
                                                        • Purchase Factors

                                                          • Product quality weighs on cost-driven consumers
                                                            • Figure 31: Purchase motivators, by product type, November 2015
                                                          • The price isn’t always right for younger consumers
                                                            • Figure 32: Select purchase motivators for toilet paper and facial tissues, by age, November 2015
                                                          • Environmentally friendly claims important among Hispanics
                                                            • Figure 33: Importance of environmental friendly claims for household paper products, by Hispanic origin, November 2015
                                                        • Interest and Willingness to Spend for Product Innovation

                                                          • Added product functionality could command a premium
                                                            • Figure 34: Interested and willing to pay more for household paper product formats and benefits, November 2015
                                                          • Men represent growth opportunity, interested and willing to pay more
                                                            • Figure 35: Interested and willing to pay more for select formats and benefits, by gender, November 2015
                                                          • Hispanic, Black consumers interested in innovations
                                                            • Figure 36: Any interest in select formats and benefits, by race and Hispanic origin, November 2015
                                                          • Parents look to simplify household tasks
                                                            • Figure 37: Interested and willing to pay more for select household paper product formats and benefits, by parental status, November 2015
                                                        • Attitudes toward Sustainable Household Paper Products

                                                          • Financial motives and environmental concerns impact use
                                                            • Figure 38: Attitudes towards household paper products, agree, November 2015
                                                          • Product transparency and education could win over young adults
                                                            • Figure 39: Seventh Generation Unbleached 100% recycled paper towels
                                                            • Figure 40: Attitudes towards environmental claims, agree, by age, November 2015
                                                          • How can environmental products appeal to Hispanics and parents?
                                                            • Figure 41: Attitudes toward sustainable claims, agree, by parental status and Hispanic origin, November 2015
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Fan chart forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                    • Appendix – The Market

                                                                        • Figure 42: Total US sales and forecast of household paper products market, at inflation-adjusted prices, 2010-20
                                                                    • Appendix – Key Players

                                                                        • Figure 43: MULO sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                        • Figure 44: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                        • Figure 45: MULO sales of facial tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                        • Figure 46: MULO sales of paper napkins, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                        • Figure 47: MULO sales of moist towelettes for the hand/face, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                        • Figure 48: MULO sales of flushable wet wipes, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                    • Appendix – The Consumer

                                                                      • Correspondence analysis methodology
                                                                        • Product usage
                                                                          • Figure 49: Household use of paper towels, July 2014-September 2015
                                                                          • Figure 50: Household use of paper napkins, July 2014-September 2015

                                                                      Companies Covered

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

                                                                      Household Paper Products - US - February 2016

                                                                      US $3,995.00 (Excl.Tax)