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Household Paper Products - US - January 2018

"The US household paper market has shown only modest growth since 2012, due to limited usage among younger generations of discretionary products, more premium private label offerings, and challenges in differentiation in a highly functional category. Expanding appeal to younger, dynamic consumer groups, including parents and Hispanics, will hinge on promoting eco-friendly options and offering more innovations in benefits, formats, and functionality."
Olivia Guinaugh, Home & Personal Care Analyst

This Report looks at the following areas:

  • Mature market challenged by limited engagement and focus on value
  • Aging population poses challenge to many categories 
  • Value-driven mindset present across product segments

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Mature market challenged by limited engagement and focus on value
            • Figure 1: Total US sales and fan chart forecast of household paper products, at current prices, 2012-22
          • Aging population poses challenge to many categories
            • Figure 2: Repertoire of household paper products regularly purchased, by generation, November 2017
          • Value-driven mindset present across product segments
            • Figure 3: Purchase product on sale or with coupon, by type of paper product, November 2017
          • The opportunities
            • Wipes see growth among key demographics
              • Figure 4: Any (net) and regular usage of wipes, by generation, parental status, and Hispanic origin, November 2017
            • Interest in added benefits suggests potential for innovative offerings
              • Figure 5: Interest in facial tissue with added benefits, by generation and Hispanic origin, November 2017
            • Eco-friendly options appeal to younger generations
              • Figure 6: Purchase of any eco-friendly paper products, by generation, November 2017
            • What it means
            • The Market – What You Need to Know

              • Slow growth in mature $18.2 billion market
                • Product staples are largest segments, but wipes are fastest growing
                  • Cleaning wipes and reusable products compete with paper products
                    • Despite positive economic context, economizing mindset limits growth
                      • Challenges to the market with aging population
                      • Market Size and Forecast

                        • Slow growth seen in mature $18.2 billion market
                          • Figure 7: Total US sales and fan chart forecast of household paper products, at current prices, 2012-22
                          • Figure 8: Total US sales and forecast of household paper products, at current prices, 2012-22
                      • Market Breakdown

                        • Toilet paper and paper towels account for majority of market
                          • Figure 9: Share of household paper product retail sales, by segment, 2017 (est)
                        • Most segments struggle, while wipes thrive
                          • Figure 10: Total US retail sales of household paper products, by segment, at current prices, 2015 and 2017
                        • Trended data shows declining usage of facial tissues and napkins
                          • Figure 11: Household usage of paper products, by product type, 2012-17
                        • Other retail channels build sales
                          • Figure 12: Total US retail sales of household paper products, by channel, at current prices, 2015 and 2017
                      • Market Perspective

                        • Cleaning and disinfecting wipes compete with traditional paper towels
                          • Competition from reusable products and interest in green options
                          • Market Factors

                            • Macroeconomic factors suggest fairly positive outlook
                              • Figure 13: Consumer Sentiment Index, January 2007-October 2017
                            • Entrenched value-driven mindset remains a challenge
                              • Figure 14: Disposable personal income change from previous period, January 2007-October 2017
                            • Aging population and usage shifts of younger buyers challenge growth
                              • Figure 15: US population, by generation, 2012-22
                          • Key Players – What You Need to Know

                            • P&G builds share while other players struggle
                              • Private label builds share across most segments
                                • More wipes, material innovations, and smart monitoring on the horizon
                                • Company and Brand Sales of Household Paper Products

                                  • P&G builds share, but private label is the biggest winner
                                    • Figure 16: Multi-outlet sales of household paper products, by leading companies, rolling 52 weeks 2016 and 2017
                                • What’s Working?

                                  • Strongest gains seen in moist towelettes and flushable wet wipes
                                    • Private label posts gains across all segments except napkins
                                      • P&G sees gains thanks to leading brands
                                        • Bounty leverages well-known brand across different product tiers, focuses on families
                                            • Figure 17: Bounty ad, “more life per roll”, 2016
                                          • Tiered offerings under the Charmin brand, promoted with playful, irreverent ads
                                            • Figure 18: Charmin ad, “Shiney Hiney Song”, 2016
                                        • What’s Struggling?

                                          • Kimberly-Clark and Koch Industries fail to maintain share
                                            • Challenges in napkins, facial tissues impact leading players
                                            • What’s Next?

                                              • Renewable sources and eco-friendly products
                                                • The integration of natural scents and food-based ingredients could enhance value
                                                  • Probiotic tissue offers potential to address odor and plumbing issues
                                                    • Smart devices can monitor paper usage, replenishment
                                                      • Customization of paper offerings and expanded colors, designs
                                                      • The Consumer – What You Need to Know

                                                        • Penetration and usage highest for staples, lower for other segments
                                                          • Paper towels used for range of purposes, especially among younger adults
                                                            • Substitution limits growth in tissue segment
                                                              • Younger consumers, parents, and Hispanics engaged in wipe segment
                                                                • Older and affluent consumers comprise core napkin consumer base
                                                                  • Brick and mortar retailers lead as consumers seek value
                                                                    • Younger generations show highest interest in eco-friendly products
                                                                    • Purchase of Household Paper Products

                                                                      • Paper product staples enjoy near universal penetration
                                                                        • Figure 19: Any and regular purchase of household paper products, November 2017
                                                                      • Greatest share of consumers regularly use three to four paper products
                                                                        • Figure 20: Repertoire analysis of regularly purchased products, November 2017
                                                                      • Younger generations stick to basics, older users embrace a range
                                                                        • Figure 21: Repertoire of household paper products regularly purchased, by generation, November 2017
                                                                      • Affluent households regularly use a greater range of products
                                                                        • Figure 22: Repertoire of household paper products regularly purchased, by household income, November 2017
                                                                      • Parental status drives the number and variety of products used
                                                                        • Figure 23: Repertoire of household paper products regularly purchased, by parental status, November 2017
                                                                    • Purchase of Paper Towels and Reasons for Using

                                                                      • Paper towels are used by vast majority
                                                                        • Figure 24: Purchase of paper towels, November 2017
                                                                      • Younger adults over index for usage of towels infused with disinfectant
                                                                        • Figure 25: Any (net) or regular purchase of paper towels infused with disinfectant, by generation, November 2017
                                                                      • Paper towels widely used, especially for cooking and cleaning
                                                                        • Figure 26: Reasons for using paper towels, November 2017
                                                                      • Younger generations prone to use paper towels for body care
                                                                        • Figure 27: Reasons for using paper towels, by generation, November 2017
                                                                      • Lower-income users seek function from paper towels
                                                                        • Figure 28: Reasons for using paper towels, by household income, November 2017
                                                                      • Parents want convenience
                                                                        • Figure 29: Reasons for using paper towels, by parental status, November 2017
                                                                    • Purchase of and Attitudes toward Facial Tissues

                                                                      • Facial tissues not considered household staple
                                                                        • Figure 30: Purchase of facial tissues, November 2017
                                                                      • Income drives regular purchase, especially of boxed tissue
                                                                        • Figure 31: Regular purchase of facial tissues, boxed and pocket, by household income, November 2017
                                                                      • Regular purchase of tissues is low among younger generations
                                                                        • Figure 32: Any (net) and regular purchase of facial tissues, boxed and pocket, by generation, November 2017
                                                                      • Race and Hispanic origin shape usage of tissue
                                                                        • Figure 33: Regular purchase of facial tissues, boxed and pocket, by race/Hispanic origin, November 2017
                                                                      • Toilet paper serves as a substitute for tissues
                                                                        • Figure 34: Attitudes toward facial tissues, November 2017
                                                                      • Opportunities in tissues with added benefits
                                                                        • Younger generations willing to substitute, use occasionally
                                                                          • Figure 35: Attitudes that limit usage of facial tissues, by generation, November 2017
                                                                        • Despite limited usage, younger generations want added benefits
                                                                          • Figure 36: Interest in facial tissue with added benefits, by generation, November 2017
                                                                      • Purchase of and Attitudes toward Toilet Paper and Wipes

                                                                        • Toilet paper sees universal usage
                                                                          • Figure 37: Purchase of toilet paper and wipes, November 2017
                                                                        • Usage of wipes higher among younger generations
                                                                          • Figure 38: Any (net) and regular purchase of wipes, by generation, November 2017
                                                                        • Parents want convenience of wipes
                                                                          • Figure 39: Any (net) and regular purchase of wipes, by parental status, November 2017
                                                                        • Mixed attitudes toward toilet paper and wipes
                                                                          • Figure 40: Attitudes toward toilet paper and wipes, November 2017
                                                                        • Younger consumers use wipes, but have concerns
                                                                          • Figure 41: Attitudes toward toilet paper and wipes, by generation, November 2017
                                                                        • Benefits to wipes relevant to parents
                                                                          • Figure 42: Attitudes toward toilet paper and wipes, by parental status, November 2017
                                                                      • Purchase of and Attitudes toward Paper Napkins

                                                                        • Paper napkins are viewed as discretionary
                                                                          • Figure 43: Purchase of paper napkins, November 2017
                                                                        • Older generations use napkins regularly
                                                                          • Figure 44: Any (net) and regular purchase of paper napkins, by generation, November 2017
                                                                        • Income drives purchase of napkins
                                                                          • Figure 45: Any (net) and regular purchase of paper napkins, by household income, November 2017
                                                                        • Consumers are split on usage of napkins
                                                                          • Figure 46: Attitudes toward paper napkins, November 2017
                                                                        • Younger generations are occasional users
                                                                          • Figure 47: Attitudes related to usage occasions of paper napkins, by generation, November 2017
                                                                        • Younger generations hold favorable views of reusable options
                                                                          • Figure 48: Attitudes toward reusable/cloth napkins, by generation, November 2017
                                                                      • Shopping for Household Paper Products

                                                                        • Vast majority of purchases made at brick and mortar stores
                                                                          • Figure 49: type of retailer used, by type of paper product, November 2017
                                                                        • Younger generations more likely to shop online
                                                                          • Figure 50: Type of retailer used for purchasing any paper product (net), by generation, November 2017
                                                                        • Sales and coupons are standard across product types
                                                                          • Figure 51: Purchased on sale or with coupon, by type of paper product, November 2017
                                                                        • Name brands are favored, but store brands are widely used
                                                                          • Figure 52: Type of brand purchased, by type of paper product, November 2017
                                                                        • Eco-friendly options see niche usage
                                                                          • Figure 53: Purchase of eco-friendly paper products, by type of paper product, November 2017
                                                                        • While limited, younger generations more open to eco-friendly options
                                                                          • Figure 54: Purchase of any eco-friendly paper products (net), by generation, November 2017
                                                                      • Appendix – Data Sources and Abbreviations

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

                                                                                        • Figure 55: Total US sales and forecast of household paper products, at inflation-adjusted prices, 2012-22
                                                                                        • Figure 56: Total US retail sales of household paper products, by segment, at current prices, 2012-22
                                                                                        • Figure 57: Total US retail sales of household paper products, by channel, at current prices, 2012-2017
                                                                                        • Figure 58: Cost to raise a child from birth to age 18 for middle-income families, by share of expense, 1993 vs 2013
                                                                                        • Figure 59: Average household size, by race and Hispanic origin, 2016
                                                                                        • Figure 60: Distribution of generations by race and Hispanic origin, 2017
                                                                                        • Figure 61: Median household income, by race and Hispanic origin of householder, 2015
                                                                                    • Appendix – Key Players

                                                                                        • Figure 62: Multi-outlet sales of paper napkins, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 63: Multi-outlet sales of paper towels, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 64: Multi-outlet sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 65: Multi-outlet sales of facial tissue, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 66: Multi-outlet sales of flushable wet wipes, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                        • Figure 67: Multi-outlet sales of hand/face moist towelettes, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                    • Appendix – The Consumer

                                                                                        • Figure 68: Paper towel brand usage, Summer 2012-17
                                                                                        • Figure 69: Paper napkin brand usage, Summer 2012-17
                                                                                        • Figure 70: Toilet paper brand usage, Summer 2012-17
                                                                                        • Figure 71: Facial tissue brand usage, Summer 2012-17

                                                                                    Household Paper Products - US - January 2018

                                                                                    US $4,395.00 (Excl.Tax)