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Household Paper Products - US - October 2010

The $13.6 million household paper market, including toilet paper, paper towels, tissues, napkins and towelettes, has seen sales drop in 2009 and 2010 as consumers seek to further economize, and dollar sales erode through private label competition in a mature market. This report analyzes these and other trends seen over the past five years and examines how demographic shifts, green living trends and innovation within segments and brands are likely to shape the market through 2015. It explores the performance of major suppliers and retailers and examines both major national brands and private label offerings. This report also offers insights into branding and advertising, as well as innovations in sizing, packaging, design, kid-friendliness, eco-friendliness and retailing.

Consumer data is analyzed by key demographic factors including age, income, gender, household size, children in household and race/Hispanic origin to examine questions such as:

  • What have been the trends in usage of different household paper products over the past five years? Within the household, who is the primary purchaser?
  • What is the average monthly usage of toilet paper, paper towels, tissue and napkins? Which households consume more each month? For each major segment, which brands are preferred by specific consumer groups?
  • Where do different groups purchase their household paper products?
  • What product qualities or perceived qualities shape consumer preference for national brands?
  • How is the economic downturn shaping consumer usage and purchasing of household paper products? Which groups, for example, seek out products on sale, buy in bulk or buy the most sheets per roll?
  • What are the top considerations of different consumers: price, durability, style, color, brand, eco-friendly materials or other features?
  • Which groups show the greatest interest in buying eco-friendly household paper products and spending more for “green” brands and products?

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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

                      • Recession dampens sales from 2008-10
                        • Green products and Hispanic population offer prospects for future growth
                          • Private-label offerings build share at the expense of national brands
                            • Segment sales trends
                              • Toilet tissue is leading segment
                                • Paper towels posts solid growth from 2008-10
                                  • Facial tissues and napkins show weak sales and lose share
                                    • Moist towelettes is fast-growing, but small, segment
                                      • Mass merchandisers move into the lead
                                        • Three largest suppliers command three quarters of market
                                          • Brand shares by segment show rise of private-label brands
                                            • Innovations seen in packaging, new products and retail approaches
                                              • Brand qualities vary with product type
                                                • Advertising strategies and major campaigns of 2009-10
                                                  • Consumer trends: buying and usage
                                                    • Paper towels
                                                      • Napkins
                                                        • Toilet paper
                                                          • Facial tissue
                                                            • Consumer attitudes and purchase behavior
                                                              • Brand allegiance varies with product type, gender, age and income
                                                                • Strength, softness and absorbency required
                                                                  • Attitudes towards reusable and eco-friendly products
                                                                    • Race/Hispanic origin significant in shaping usage and attitudes
                                                                    • Insights and Opportunities

                                                                      • Green products offer growth prospects
                                                                      • Inspire Insights

                                                                          • Trading Up, Trading Down, Trading Over
                                                                            • What it’s about: The recession is shifting our perceptions of value and purchasing habits
                                                                              • Just clean it up—with anything
                                                                                • Reusable consumers
                                                                                  • Eco and Ego
                                                                                    • What it’s about: Are we authentically concerned with being green, or does it just make us feel better about our consumption choices?
                                                                                      • Greenvenience
                                                                                        • Home as Self
                                                                                          • What it’s about: We invest so much in our homes that they become a reflection of us
                                                                                            • Be a décor partner…
                                                                                              • …but maintain core brand equities
                                                                                              • Market Size and Forecast

                                                                                                • Key points
                                                                                                  • Recession hits market driving down sales since 2008
                                                                                                    • Paper napkins and facial tissues weakest segments in 2009-10
                                                                                                      • Private-label offerings likely to maintain share
                                                                                                        • Growth prospects in recycled products, wipes and with young, non-white
                                                                                                          • Figure 1: Total U.S. sales of household paper products, at current prices, 2005-15
                                                                                                          • Figure 2: Total U.S. sales of household paper products, at inflation-adjusted 2010 prices, 2005-15
                                                                                                        • Walmart sales
                                                                                                        • Market Drivers

                                                                                                          • Key points
                                                                                                            • Growth of U.S. households slows in 2008-09
                                                                                                              • Figure 3: Total number of U.S. households, 2001-09
                                                                                                            • Consumers cut expenditures in climate of economic uncertainty
                                                                                                              • Figure 4: University of Michigan’s Index of Consumer Sentiment (ICS), 2001-10
                                                                                                            • Over two thirds reduce household spending in 2009 to save money
                                                                                                              • Majority of consumers make changes to reduce spending on paper products
                                                                                                                • Recycled and eco-friendly paper products offer opportunity for further growth
                                                                                                                  • Colds and flu can drive demand for tissue and for products used in household cleaning
                                                                                                                  • Competitive Context

                                                                                                                    • Key points
                                                                                                                      • Reusable products compete with paper products
                                                                                                                        • Figure 5: FDMx sales and forecast of sponges, cleaning pads and cloths, 2004-14
                                                                                                                      • Innovations in renewable products include versatility and eco-friendliness
                                                                                                                        • Disposable cleaning wipes compete with paper towels
                                                                                                                          • Figure 6: FDMx sales and forecast of cleaning cloths/wipes, 2004-14
                                                                                                                        • Clorox introduces heavy-duty wipes
                                                                                                                          • Private-label products compete with national brands
                                                                                                                            • National brands introduce basic, high-value products
                                                                                                                              • Private-label offerings embrace more specialized products
                                                                                                                              • Segment Performance

                                                                                                                                • Key points
                                                                                                                                  • Toilet tissue slows, paper towels grows, facial tissues and napkins fall
                                                                                                                                    • Younger buyers and parents propel strong growth for towelettes
                                                                                                                                      • Figure 7: FDMx sales and forecast of household paper products, by segment, 2005-15
                                                                                                                                      • Figure 8: FDMx sales and forecast of household paper products, by segment, 2008 and 2010
                                                                                                                                  • Segment Performance—Toilet Tissues

                                                                                                                                    • Key points
                                                                                                                                      • Price increases and brand allegiance shape five-year growth
                                                                                                                                        • Economizing leads sales to fall in 2010
                                                                                                                                          • Sales and forecast of toilet tissues
                                                                                                                                            • Figure 9: Total U.S. sales and forecast of toilet tissues, 2005-15
                                                                                                                                        • Segment Performance—Paper Towels

                                                                                                                                          • Key points
                                                                                                                                            • Paper towels outperforms market, drawing sales from other segments
                                                                                                                                              • Promoting recycled materials and focus on healthy living may drive sales
                                                                                                                                                • Sales and forecast of paper towels
                                                                                                                                                  • Figure 10: Total U.S. sales and forecast of paper towels, 2005-15
                                                                                                                                              • Segment Performance—Facial Tissue

                                                                                                                                                • Key points
                                                                                                                                                  • Competition from other segments and private labels drive down sales
                                                                                                                                                    • Sales and forecast of facial tissue
                                                                                                                                                      • Figure 11: Total U.S. sales and forecast of facial tissues, 2005-15
                                                                                                                                                  • Segment Performance—Paper Napkins

                                                                                                                                                    • Key points
                                                                                                                                                      • Limited brand allegiance and economizing efforts drive down sales
                                                                                                                                                        • Sales and forecast of paper napkins
                                                                                                                                                          • Figure 12: Total U.S. sales and forecast of paper napkins, 2005-15
                                                                                                                                                      • Segment Performance—Moist Towelettes for Hands and Face

                                                                                                                                                        • Key point
                                                                                                                                                          • Moist towelettes offer exceptional growth
                                                                                                                                                            • Innovations drive interest in the segment
                                                                                                                                                              • Sales and forecast of moist towelettes
                                                                                                                                                                • Figure 13: Total U.S. sales and forecast of moist towelettes, 2005-15
                                                                                                                                                            • Retail Channels

                                                                                                                                                              • Key points
                                                                                                                                                                • Mass merchandisers emerge as dominant channel
                                                                                                                                                                  • Supermarkets lose ground despite strong use by older, affluent consumers
                                                                                                                                                                    • “Other” retailers comprise fastest-growing retail channel
                                                                                                                                                                      • Sales of household paper products by retail channel
                                                                                                                                                                        • Figure 14: Total sales of household paper products, by retail channel, 2005-10
                                                                                                                                                                        • Figure 15: U.S. retail sales of household paper products, by retail channel, 2008 and 2010
                                                                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Once dominant channel loses ground to mass merchandisers
                                                                                                                                                                          • Supermarkets offer range of private-label products
                                                                                                                                                                            • Supermarket sales of household paper products
                                                                                                                                                                              • Figure 16: U.S. supermarket sales of household paper products, at current prices, 2005-10
                                                                                                                                                                          • Retail Channels—Mass Merchandisers

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Target offers standout graphics and playful packaging
                                                                                                                                                                                • Walmart offers varied private-label brands and promotes sustainability
                                                                                                                                                                                  • Sam’s Club and Costco offer private label and bulk packaging
                                                                                                                                                                                    • Mass sales of household paper products
                                                                                                                                                                                      • Figure 17: U.S. mass sales of household paper products, at current prices, 2005-10
                                                                                                                                                                                  • Retail Channels—Other Retailers

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Drug stores offer wide range of private-label offerings
                                                                                                                                                                                        • Convenience stores and dollar stores also develop store brands
                                                                                                                                                                                            • Figure 18: U.S. other retailer sales of household paper products, at current prices, 2005-10
                                                                                                                                                                                        • Leading Companies

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Procter & Gamble leading supplier, followed by Kimberly-Clark
                                                                                                                                                                                              • Growth in private-label brands at the expense of the major suppliers
                                                                                                                                                                                                • Manufacturer sales of toilet tissues, paper towels, facial tissue, paper napkins, and moist towelettes
                                                                                                                                                                                                  • Figure 19: Manufacturer FDMx sales of toilet tissues, paper towels, facial tissue, paper napkins, and moist towelettes, 2009 and 2010
                                                                                                                                                                                              • Brand Share—Toilet Tissues

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Scott Naturals offers best performance for K-C
                                                                                                                                                                                                    • P&G shows small gain in share
                                                                                                                                                                                                      • Georgia-Pacific’s Angel Soft gains market share
                                                                                                                                                                                                        • Moist tissues show poor sales for all three major suppliers
                                                                                                                                                                                                          • Private-label offerings gain market share
                                                                                                                                                                                                            • Manufacturer and brand sales of toilet tissues
                                                                                                                                                                                                              • Figure 20: Selected brand FDMx sales and market share of toilet tissues, 2009 and 2010
                                                                                                                                                                                                          • Brand Share—Paper Towels

                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                              • National suppliers lose share to private labels
                                                                                                                                                                                                                • P&G has leading share with Bounty
                                                                                                                                                                                                                  • Kimberly-Clark loses market share
                                                                                                                                                                                                                    • Georgia-Pacific posts declines in sales
                                                                                                                                                                                                                      • Private label shows strongest growth in the segment
                                                                                                                                                                                                                        • Manufacturer and brand sales of paper towels
                                                                                                                                                                                                                          • Figure 21: Selected brand FDMx sales and market share of paper towels, 2009 and 2010
                                                                                                                                                                                                                      • Brand Share—Facial Tissue

                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                          • Kleenex leads segment, but loses share
                                                                                                                                                                                                                            • P&G’s Puffs sees sales fall and share stagnate
                                                                                                                                                                                                                              • Irving-Scott sees share in decline
                                                                                                                                                                                                                                • Private-label offerings expand reach
                                                                                                                                                                                                                                  • Manufacturer and brand sales of facial tissue
                                                                                                                                                                                                                                    • Figure 22: Selected brand FDMx sales and market share of facial tissue, 2009 and 2010
                                                                                                                                                                                                                                • Brand Share—Paper Napkins

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Georgia-Pacific continues loss of market share
                                                                                                                                                                                                                                      • Building on strong brand presence in paper towels, Bounty performs well
                                                                                                                                                                                                                                        • Hoffmaster offers specialty products
                                                                                                                                                                                                                                          • Private-label offerings expand lead in segment
                                                                                                                                                                                                                                            • Manufacturer and brand sales of paper napkins
                                                                                                                                                                                                                                              • Figure 23: Selected brand FDMx sales and market share of paper napkins, 2009 and 2010
                                                                                                                                                                                                                                          • Brand Share—Moist Towelettes for Hands and Face

                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                              • Private label drives growth in the segment
                                                                                                                                                                                                                                                • Playtex’s Wet Ones remains dominant national brand
                                                                                                                                                                                                                                                  • Kimberly-Clark sees sales fall
                                                                                                                                                                                                                                                    • Manufacturer and brand sales of moist towelettes
                                                                                                                                                                                                                                                      • Figure 24: Selected brand FDMx sales and market share of moist towelettes, 2009 and 2010
                                                                                                                                                                                                                                                  • Innovation and Innovators

                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                      • Innovations in sizing and packaging
                                                                                                                                                                                                                                                        • Innovations in design
                                                                                                                                                                                                                                                          • Licensing agreements in kid-oriented products
                                                                                                                                                                                                                                                            • New wipe products with kid-friendly packaging and lotions
                                                                                                                                                                                                                                                              • Eco-friendly products
                                                                                                                                                                                                                                                                • Kleenex hand towels carve out new area for product usage
                                                                                                                                                                                                                                                                  • Launch of soap.com may change retail landscape
                                                                                                                                                                                                                                                                  • Marketing Strategies

                                                                                                                                                                                                                                                                    • Overview and key points
                                                                                                                                                                                                                                                                      • Marketing themes
                                                                                                                                                                                                                                                                        • Babies and cute animals to suggest softness, vulnerability of toilet paper brands
                                                                                                                                                                                                                                                                          • Paper towel brands tend to emphasize toughness, strength and performance
                                                                                                                                                                                                                                                                            • Tissue brands focus on design, femininity and health of kids
                                                                                                                                                                                                                                                                              • Company and brand activity
                                                                                                                                                                                                                                                                                • Cottonelle and Charmin Ultra use puppies and cartoons in toilet paper ads
                                                                                                                                                                                                                                                                                  • Figure 25: Brand analysis of Cottonelle, 2010
                                                                                                                                                                                                                                                                                  • Figure 26: Cottonelle toilet tissue, TV ad, 2009
                                                                                                                                                                                                                                                                                • Charmin offers long history and touts high value
                                                                                                                                                                                                                                                                                  • Angel Soft showcases softness and strength in toilet paper
                                                                                                                                                                                                                                                                                    • Cottonelle’s humorous, irreverent multi-platform Great Debate Ad Campaign
                                                                                                                                                                                                                                                                                      • Figure 27: Cottonelle “great debate” tissue, TV ad, 2010
                                                                                                                                                                                                                                                                                    • Cottonelle social media
                                                                                                                                                                                                                                                                                      • Bounty
                                                                                                                                                                                                                                                                                        • Benefits from brand history and showcases value
                                                                                                                                                                                                                                                                                          • Figure 28: Brand analysis of Bounty, 2010
                                                                                                                                                                                                                                                                                        • Quality promoted on TV
                                                                                                                                                                                                                                                                                          • Figure 29: Bounty paper towels, TV ad, 2010
                                                                                                                                                                                                                                                                                        • Bounty and P&G’s innovative use of website with dinnertool.com
                                                                                                                                                                                                                                                                                          • Kleenex offers varied activity
                                                                                                                                                                                                                                                                                            • Showcases how its products help protect kids
                                                                                                                                                                                                                                                                                              • Figure 30: Brand analysis of Kleenex, 2010
                                                                                                                                                                                                                                                                                              • Figure 31: Kleenex facial tissue, TV ad, 2010
                                                                                                                                                                                                                                                                                            • Promotes hand towels for the bathroom as cleaner alternative to cloth
                                                                                                                                                                                                                                                                                              • Figure 32: Kleenex hand towels, TV ad, 2010
                                                                                                                                                                                                                                                                                            • Outreach to Hispanics with design competition and other programs
                                                                                                                                                                                                                                                                                              • Kleenex social media
                                                                                                                                                                                                                                                                                                • Scott Naturals presents “Green Done Right”
                                                                                                                                                                                                                                                                                                  • Figure 33: Scott Naturals, TV ad, 2010
                                                                                                                                                                                                                                                                                                • Promoting charities and causes
                                                                                                                                                                                                                                                                                                • Consumer—Usage Trends, Consumption Patterns, Purchase Locations

                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                    • Trended data show drop in napkin usage from 2004-09
                                                                                                                                                                                                                                                                                                        • Figure 34: Household paper consumption, by product type, 2004-09
                                                                                                                                                                                                                                                                                                    • Consumer—Types, Brands and Volume Usage

                                                                                                                                                                                                                                                                                                      • Paper towels
                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                          • Household paper consumption
                                                                                                                                                                                                                                                                                                              • Figure 35: Types and brands of paper towels used, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                                                                            • Usage averages about a roll of paper towel per week
                                                                                                                                                                                                                                                                                                                • Figure 36: Volume of paper towels used, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                                                                              • Household size and children in household drives use of paper towels
                                                                                                                                                                                                                                                                                                                  • Figure 37: Volume of paper towels used, by household size and presence of children, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                • Paper napkins
                                                                                                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                                                                                                    • Almost half report using store brand napkins
                                                                                                                                                                                                                                                                                                                        • Figure 38: Brands of paper napkins used, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                      • Lower-income households use the most paper napkins
                                                                                                                                                                                                                                                                                                                        • Figure 39: Volume of paper napkins used, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                      • Household size and kids drive use of paper napkins
                                                                                                                                                                                                                                                                                                                          • Figure 40: Volume of paper napkins used, by household size and presence of children, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                        • Toilet paper
                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                            • Charmin brand leads in toilet paper
                                                                                                                                                                                                                                                                                                                                • Figure 41: Brands of toilet paper used, by age, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                              • Upper-income households show higher use of Charmin
                                                                                                                                                                                                                                                                                                                                  • Figure 42: Brands of toilet paper used, by household income, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                • Household size drives demand for toilet tissue
                                                                                                                                                                                                                                                                                                                                    • Figure 43: Volume of toilet paper used, by household size and presence of children, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                  • Facial tissues
                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                      • Household paper consumption
                                                                                                                                                                                                                                                                                                                                          • Figure 44: Types and brands of facial tissues used, by age, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                        • Larger households and those with children use the most tissue
                                                                                                                                                                                                                                                                                                                                            • Figure 45: Volume of facial tissue used, by number of people in household and presence of children, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                        • Where Household Paper Products Are Bought

                                                                                                                                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                                                                                                                                            • Location where purchased
                                                                                                                                                                                                                                                                                                                                              • Figure 46: Source of household paper products, by age, June 2010
                                                                                                                                                                                                                                                                                                                                            • Income shapes retailer choice
                                                                                                                                                                                                                                                                                                                                              • Figure 47: Source of household paper products, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                            • Larger households turn to Walmart and warehouse stores
                                                                                                                                                                                                                                                                                                                                              • Figure 48: Source of household paper products, by household size and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                          • Brand vs. Private-label Purchasing

                                                                                                                                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                                                                                                                                              • Brand choice
                                                                                                                                                                                                                                                                                                                                                • Figure 49: National vs. store brand household paper brand purchase habits, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                              • Income shapes likelihood of purchasing national brands
                                                                                                                                                                                                                                                                                                                                                • Figure 50: National vs. store brand household paper brand purchase habits, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                              • One-person households buy fewer products and fewer national brands
                                                                                                                                                                                                                                                                                                                                                • Figure 51: National vs. store brand household paper brand purchase habits, by household size and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                            • Reasons for Buying National Brands

                                                                                                                                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                                                                                                                                • Strength, softness and absorbency key qualities in toilet tissue
                                                                                                                                                                                                                                                                                                                                                  • Figure 52: Reasons for choosing national brand toilet tissue, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                                • Strength and absorbency top qualities for paper towels
                                                                                                                                                                                                                                                                                                                                                  • Figure 53: Reasons for choosing national brand paper towels, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                                • Strength and absorbency top qualities for napkins
                                                                                                                                                                                                                                                                                                                                                  • Figure 54: Reasons for choosing national brand paper napkins, by gender, June 2010
                                                                                                                                                                                                                                                                                                                                                • Softness is key for facial tissues
                                                                                                                                                                                                                                                                                                                                                  • Figure 55: Reasons for choosing national brand facial tissue, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                              • Attitudes Towards Household Paper Purchase, Economizing and Usage

                                                                                                                                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                                                                                                                                  • Attitudes and practices
                                                                                                                                                                                                                                                                                                                                                      • Figure 56: Household paper product purchasing economizing attitudes and practices, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                                    • Income shapes the primacy placed on price
                                                                                                                                                                                                                                                                                                                                                      • Figure 57: Household paper product purchasing attitudes and practices, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                                    • Household size and presence of children have significant impact on attitudes
                                                                                                                                                                                                                                                                                                                                                      • Figure 58: Household paper product purchasing attitudes and practices, by household size and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                  • Effect of the Recession on Purchasing

                                                                                                                                                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                                                                                                                                                      • Majority make changes to economize
                                                                                                                                                                                                                                                                                                                                                        • Figure 59: Effect of the recession on household paper product purchases, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                                      • Efforts to economize strong for households with income less than $100K
                                                                                                                                                                                                                                                                                                                                                        • Figure 60: Effect of the recession on household paper product purchases, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                                      • Larger households buy in bulk
                                                                                                                                                                                                                                                                                                                                                        • Figure 61: Effect of the recession on household paper product purchases, by household size and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                    • Attitudes Towards Household Paper Purchase and Environmental Concerns

                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                        • Those aged 18-34 show strongest interest in eco-friendly products
                                                                                                                                                                                                                                                                                                                                                          • Figure 62: Eco-friendly purchasing attitudes and practices, by gender and age, June 2010
                                                                                                                                                                                                                                                                                                                                                        • Income drives interest in “green” products
                                                                                                                                                                                                                                                                                                                                                          • Figure 63: Eco-friendly purchasing attitudes and practices, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                                        • Larger households and families undertake more “green” practices
                                                                                                                                                                                                                                                                                                                                                          • Figure 64: Eco-friendly purchasing attitudes and practices, by household size and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                        • Interest in “green” options rises with educational attainment
                                                                                                                                                                                                                                                                                                                                                          • Figure 65: Eco-friendly purchasing attitudes and practices, by level of educational attainment, June 2010
                                                                                                                                                                                                                                                                                                                                                      • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                                                                                                                                                                          • Napkin brand choice varies with race/Hispanic origin
                                                                                                                                                                                                                                                                                                                                                            • Figure 66: Brands of paper napkins used, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                                          • Blacks and Hispanics use more napkins
                                                                                                                                                                                                                                                                                                                                                            • Figure 67: Volume usage of paper napkins, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                                          • Blacks and Hispanics use more toilet paper
                                                                                                                                                                                                                                                                                                                                                            • Figure 68: Volume usage of toilet paper, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                                          • Variations seen in facial tissue preferences
                                                                                                                                                                                                                                                                                                                                                            • Figure 69: Types and brands of facial tissues used, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                                          • Usage of facial tissue higher among blacks and Hispanics
                                                                                                                                                                                                                                                                                                                                                            • Figure 70: Volume of purchase of facial tissue, by race/Hispanic origin, February 2009-March 2010
                                                                                                                                                                                                                                                                                                                                                          • Attitudes vary with race/Hispanic origin
                                                                                                                                                                                                                                                                                                                                                            • Figure 71: Household paper product purchasing attitudes and practices, by race and Hispanic origin, June 2010
                                                                                                                                                                                                                                                                                                                                                          • Asians and Hispanics economize
                                                                                                                                                                                                                                                                                                                                                            • Figure 72: Impact of recession on household paper product purchases, by race and Hispanic origin, June 2010
                                                                                                                                                                                                                                                                                                                                                          • Asians and Hispanics undertake more “green” practices
                                                                                                                                                                                                                                                                                                                                                            • Figure 73: Eco-friendly attitudes and practices, by race and Hispanic origin, June 2010
                                                                                                                                                                                                                                                                                                                                                        • Cluster Analysis

                                                                                                                                                                                                                                                                                                                                                            • Paperless, economically unaffected
                                                                                                                                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                                                                                                                                                                                                    • Price-sensitive, store-branded
                                                                                                                                                                                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                                                                                                                                                                                        • Characteristics
                                                                                                                                                                                                                                                                                                                                                                          • Opportunities
                                                                                                                                                                                                                                                                                                                                                                            • National branders
                                                                                                                                                                                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                                                                                                                                                                                • Characteristics
                                                                                                                                                                                                                                                                                                                                                                                  • Opportunities
                                                                                                                                                                                                                                                                                                                                                                                    • Characteristic tables
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 74: Household paper clusters, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 75: Source of household paper products, by household paper clusters, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 76: National vs. store brand household paper brand purchase habits, by household paper clusters, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 77: Household paper product purchasing economizing attitudes and practices, by household paper clusters, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 78: Effect of the recession on household paper product purchases, by household paper clusters, June 2010
                                                                                                                                                                                                                                                                                                                                                                                    • Demographic tables
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 79: Household paper clusters, by gender, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 80: Household paper clusters, by age, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 81: Household paper clusters, by household income, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 82: Household paper clusters, by race, June 2010
                                                                                                                                                                                                                                                                                                                                                                                      • Figure 83: Household paper clusters, by Hispanic origin, June 2010
                                                                                                                                                                                                                                                                                                                                                                                    • Cluster methodology
                                                                                                                                                                                                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                                                                                                                                                                                        • National brands most popular among blacks with higher household income
                                                                                                                                                                                                                                                                                                                                                                                            • Figure 84: National vs. store brand household paper brand purchase habits, by race and household income, June 2010
                                                                                                                                                                                                                                                                                                                                                                                          • High household income non-Hispanic consumers more eager for national brands
                                                                                                                                                                                                                                                                                                                                                                                              • Figure 85: National vs. store brand household paper brand purchase habits, by Hispanic origin and household income, June 2010
                                                                                                                                                                                                                                                                                                                                                                                            • Children help men be more aware of toilet paper quality
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 86: Reasons for choosing national brand toilet tissue, by gender and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                                                                • Figure 87: Reasons for choosing national brand paper towels, by gender and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                                                              • Men without kids already know why to buy national brand facial tissues
                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 88: Reasons for choosing national brand facial tissue, by gender and presence of children, June 2010
                                                                                                                                                                                                                                                                                                                                                                                              • IRI/Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                                                                                                                                                                                                  • Paper towels
                                                                                                                                                                                                                                                                                                                                                                                                    • Consumer insights on key purchase measures—paper towels
                                                                                                                                                                                                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                        • Figure 89: Brand map, selected brands of paper towels, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 90: Key purchase measures for the top brands of paper towels, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                        • Toilet tissue
                                                                                                                                                                                                                                                                                                                                                                                                          • Consumer insights on key purchase measures—toilet tissue
                                                                                                                                                                                                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                              • Figure 91: Brand map, selected brands of toilet tissue, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 92: Key purchase measures for the top brands of toilet tissue, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                              • Facial tissue
                                                                                                                                                                                                                                                                                                                                                                                                                • Consumer insights on key purchase measures—facial tissue
                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 93: Brand map, selected brands of facial tissue, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 94: Key purchase measures for the top brands of facial tissue, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                    • Paper napkins
                                                                                                                                                                                                                                                                                                                                                                                                                      • Consumer insights on key purchase measures—paper napkins
                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                          • Figure 95: Brand map, selected brands of paper napkins, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                                            • Figure 96: Key purchase measures for the top brands of paper napkins, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                          • Moist towelettes
                                                                                                                                                                                                                                                                                                                                                                                                                            • Consumer insights on key purchase measures—moist towelettes
                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                • Figure 97: Brand map, selected brands of moist towelettes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Figure 98: Key purchase measures for the top brands of moist towelettes, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                                • Baby wipes
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand map
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Figure 99: Brand map, selected brands of baby wipes, buying rate, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Brand leader characteristics
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Key purchase measures
                                                                                                                                                                                                                                                                                                                                                                                                                                      • Figure 100: Key purchase measures for the top brands of baby wipes, by household penetration, 2009*
                                                                                                                                                                                                                                                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                                                                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                                                                                                                                                                                                                                                    • 7-Eleven (North America)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • American Express Company (The)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • American Forest & Paper Association (AF&PA)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Clorox Company , The
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Costco Wholesale Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • CVS Caremark Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Dial Corporation, The
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Duane Reade, Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Energizer Holdings, Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Enterprise Rent-A-Car Company
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Family Dollar Stores, Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Georgia Pacific
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Harris Teeter, Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • IKEA USA
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Kantar Media
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Kimberly-Clark Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Kmart Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Lehman Brothers Holdings Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Manufacturers Representatives of America Inc (MRA)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Marcal Paper Mills Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • National Football League Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Playtex Products Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Price Chopper
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Procter & Gamble Company (The)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Publicis Groupe S.A.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Publicis USA
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Publix Super Markets
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Reuters Group PLC
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Rite Aid Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Roundy's, Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Safeway Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • SAM's Club
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Sanitary Supply Wholesalers Association
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Save-A-Lot Food Stores, Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Seventh Generation Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • ShopKo Stores, Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Southern Forest Products Association (SFPA)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Technical Association of the Pulp and Paper Industry (TAPPI
                                                                                                                                                                                                                                                                                                                                                                                                                                    • The Kroger Co.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                                                                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                                                                                                                                                                                                                                    • U.S. Bureau of the Census
                                                                                                                                                                                                                                                                                                                                                                                                                                    • U.S. Environmental Protection Agency
                                                                                                                                                                                                                                                                                                                                                                                                                                    • University of Michigan, The
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Walgreen Co
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Walt Disney Company, The
                                                                                                                                                                                                                                                                                                                                                                                                                                    • Whole Foods Market Inc
                                                                                                                                                                                                                                                                                                                                                                                                                                    • YouTube, Inc.

                                                                                                                                                                                                                                                                                                                                                                                                                                    Household Paper Products - US - October 2010

                                                                                                                                                                                                                                                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)