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Paper Products - Europe - December 2010

Never mind any crisis, this is a market that grows steadily in affluent countries and rapidly in the poorer European countries. Convenience is often the main driver for growth, but pampering and wellness attributes are increasingly introduced as suppliers seek to stem a descent into banalisation. The market also received a major boost from the recent swine flu scare; lines with added anti-pathogens have been on a winning streak ever since. Disposability, while so convenient, is however a double-edged sword; while instant binning of potentially unhealthy tissues appeals, some consumers start worrying about global deforestation; suppliers neglect their green credentials at their peril. The emergence of new re-usable household tissue lines is a retro innovation to watch.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Prices and sales values set to rise
              • Luxury and pampering are looked for; health protection is a big current theme
                • Suppliers ring the changes on pack size successfully
                  • Moist toilet tissue and reusable household tissue segments are the ones to watch
                  • European Market Size and Forecast

                    • Key points
                      • General analysis
                        • Price pressure is intense; suppliers seek to counter it via increased cachet
                          • Even toilet paper not entirely recession proof
                            • As concentration increases on supply side, prices may however rebound
                              • Many segments saturated
                                • Consumption highest in north, low in east
                                  • Sustainability an issue for tissue
                                    • Kids’ lines a new growth market
                                      • Analysis by country
                                        • France
                                          • Germany
                                            • Italy
                                              • Poland
                                                • Spain
                                                  • UK
                                                    • Value statistics
                                                      • Figure 1: Paper products, UK, by value in local currency, 2004-13
                                                      • Figure 2: Paper products, by value in local currency, 2004-14
                                                      • Figure 3: Paper products, by value in local currency, index 2005-14
                                                    • Volume statistics
                                                      • Figure 4: Paper products, by volume, 2004-13
                                                      • Figure 5: Paper products, by volume index, 2005-13
                                                    • Spend per capita
                                                      • Figure 6: Paper products, by spend per capita, UK, value in local currency, 2004-13
                                                      • Figure 7: Paper products, by spend per capita (population), 2004-14
                                                  • Market Segmentation

                                                    • Key points
                                                      • Overall
                                                        • The ‘Big 5’
                                                          • France
                                                            • Figure 8: France: Paper products: Market segmentation, by value, 2009
                                                          • Germany
                                                            • Figure 9: Germany: Paper products: Market segmentation, by value (€m) 2004-09
                                                          • Italy
                                                            • Figure 10: Italy: Paper products: Market segmentation, by volume, 2008
                                                            • Figure 11: Italy: Paper products: Market segmentation, by value, 2008
                                                          • Spain
                                                            • Figure 12: Spain: Paper products: Market segmentation, by volume, 2008
                                                            • Figure 13: Spain: Paper products: Market segmentation, by value, 2008
                                                          • UK
                                                            • Figure 14: UK: Toilet paper: Market segmentation, by value, 2008
                                                            • Figure 15: UK: Facial tissues: Market segmentation, by value, 2008
                                                            • Figure 16: UK: Kitchen paper: Market segmentation, by value, 2008
                                                          • Other European countries
                                                            • Austria
                                                              • Poland
                                                                • Figure 17: Poland: Paper products: Market segmentation, by value, 2008
                                                              • Switzerland
                                                              • Companies and Product Innovation

                                                                • Key points
                                                                  • Figure 18: % of new product launches, by region, 2009
                                                                  • Figure 19: % of new product launches, by top ten European countries, 2009
                                                                  • Figure 20: % of new product launches, by category, by the ‘Big 5’ countries, 2009
                                                                  • Figure 21: % of new product launches, by category, by the ‘Big 5’ European countries, 2009
                                                                • France
                                                                  • Figure 22: % of new product launches, France, years ending August 2006-10
                                                                  • Figure 23: Top five claims on new product development, France, years ending August 2006-10
                                                                • Most innovative products
                                                                  • Germany
                                                                    • Figure 24: % of new product launches, Germany, years ending August 2006-10
                                                                    • Figure 25: Top five claims on new product development, Germany, years ending August 2006-10
                                                                  • Most innovative products
                                                                    • Italy
                                                                      • Figure 26: % of new product launches, Italy, years ending August 2006-10
                                                                      • Figure 27: Top five claims on new product development, Italy, years ending August 2006-10
                                                                    • Most innovative products
                                                                      • Spain
                                                                        • Figure 28: % of new product launches, Spain, years ending August 2006-10
                                                                        • Figure 29: Top five claims on new product development, Spain, years ending August 2006-10
                                                                      • Most innovative products
                                                                        • UK
                                                                          • Figure 30: % of new product launches, UK, years ending August 2007-10
                                                                          • Figure 31: Top five claims on new product development, UK, years ending August 2007-10
                                                                        • Most innovative products
                                                                        • The Consumer

                                                                          • Key points
                                                                            • Tissues – France, Germany, Spain and GB
                                                                              • Figure 32: Trends in usage of tissues, France, Germany, Spain and GB, 2005-09
                                                                              • Figure 33: Trends in frequency of use of tissues, France, Germany, Spain and GB, 2005-09
                                                                              • Figure 34: Trends in frequency of use of handy packs/pocket tissue packs use per month, France, Germany, Spain, GB, 2005-09
                                                                              • Figure 35: Trends in types of tissue use, Germany, 2005-09
                                                                              • Figure 36: Trends in types of tissue use, Spain, 2005-09
                                                                              • Figure 37: Trends in types of tissue use, GB, 2005-09
                                                                            • Toilet paper
                                                                              • Figure 38: Trends in usage of toilet paper, France, Germany, Spain and GB, 2005-09
                                                                              • Figure 39: Trends in frequency of use of toilet paper, France, Germany, Spain, GB, 2005-09
                                                                              • Figure 40: Trends in types of toilet papers used, France, 2005-09
                                                                              • Figure 41: Trends in types of toilet papers used, Germany, 2005-09
                                                                              • Figure 42: Trends in types of toilet papers used, Spain, 2005-09
                                                                              • Figure 43: Trends in types of toilet papers used, GB, 2005-09
                                                                            • Pre-moistened tissues
                                                                              • Figure 44: Trends in usage of pre-moistened tissues, France, Germany, Spain, GB, 2005-09
                                                                              • Figure 45: Trends in frequency of use of pre-moistened tissues, France, Germany, Spain GB, 2005-09
                                                                            • Attitudinal statements for paper products
                                                                              • Figure 46: Trends in agreement with selected lifestyle statements, France, 2005-09
                                                                              • Figure 47: Trends in agreement with selected lifestyle statements, Germany, 2005-09
                                                                              • Figure 48: Trends in agreement with selected lifestyle statements, Spain, 2005-09
                                                                              • Figure 49: Trends in agreement with selected lifestyle statements, GB, 2005-09
                                                                          • Appendix – Demographic Data

                                                                              • Figure 50: Frequency and use of tissues, by demographics, France, 2009
                                                                              • Figure 51: Frequency and use of tissues, by demographics, Germany, 2009
                                                                              • Figure 52: Frequency and use of tissues, by demographics, Spain, 2009
                                                                              • Figure 53: Frequency and use of tissues, by demographics, GB, 2009
                                                                              • Figure 54: Frequency of use of handy packs/pocket tissue packs use, by demographics, France, 2009
                                                                              • Figure 55: Frequency of use of handy packs/pocket tissue packs use, by demographics, Germany, 2009
                                                                              • Figure 56: Frequency of use of handy packs/pocket tissue packs use, by demographics, Spain, 2009
                                                                              • Figure 57: Frequency of use of handy packs/pocket tissue packs use, by demographics, GB, 2009
                                                                              • Figure 58: Frequency of use of toilet paper, by demographics, France, 2009
                                                                              • Figure 59: Frequency of use of toilet paper, by demographics, Germany, 2009
                                                                              • Figure 60: Frequency of use of toilet paper by demographics by demographics, Spain, 2009
                                                                              • Figure 61: Frequency of use of toilet paper, by demographics, GB, 2009
                                                                              • Figure 62: Frequency of use of pre-moistened tissues, by demographics, France, 2009
                                                                              • Figure 63: Frequency of use of pre-moistened tissues, by demographics, Spain, 2009
                                                                              • Figure 64: Frequency of use of pre-moistened tissues, by demographics, GB, 2009
                                                                              • Figure 65: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                              • Figure 66: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                              • Figure 67: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                                              • Figure 68: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                                              • Figure 69: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                                              • Figure 70: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                                              • Figure 71: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                              • Figure 72: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                          • Appendix – Market Size and Forecast Data

                                                                              • Figure 73: Paper products, UK, by value in local currency, 2004-13
                                                                              • Figure 74: Paper products, by value in local currency, 2004-14
                                                                              • Figure 75: Paper products, by value in local currency, index 2005-14
                                                                              • Figure 76: Paper products, by volume, 2004-13
                                                                              • Figure 77: Paper products, by volume index, 2005-13

                                                                          Paper Products - Europe - December 2010

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