2021
8
Canada Household Paper Products Market Report 2021
2021-05-27T04:09:26+01:00
OX1044689
3695
138891
[{"name":"Paper Products","url":"https:\/\/store.mintel.com\/industries\/household-home\/paper-products"}]
Report
en_GB
“Very few Canadians will forget the toilet paper frenzy of 2020 and how it elevated a standard household commodity into a highly sought-after item. Though toilet paper may have received…

Canada Household Paper Products Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Very few Canadians will forget the toilet paper frenzy of 2020 and how it elevated a standard household commodity into a highly sought-after item. Though toilet paper may have received all the glory, other paper formats also received a boost in sales as a result of the pandemic since the extra time spent at home created additional opportunities for which to use household paper products.”

– Meghan Ross, Senior Home & Beauty Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on the household paper products category, including the toilet paper, paper towels, facial tissues and paper napkins segments.
  • Market factors impacting the household paper product landscape in Canada.
  • Retail channels used for household paper products.
  • Consumer behaviours and attitudes relating to toilet paper, paper towel, facial tissue and paper napkin usage and shopping.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: Canadian context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Impact of COVID-19 on household paper products
                    • Figure 1: Short-, medium- and longer-term impact of COVID-19 on household paper products, April 2021
                  • Opportunities and challenges
                    • Canadians are seeking greener alternatives
                      • Private label parity perceptions threaten big brands
                        • Wellness and convenience claims will help brands stand out from the crowd
                          • Cross-category cannibalization threatens overall market growth
                            • The paper napkin category is especially threatened
                            • The Market – Key Takeaways

                              • COVID-19 has boosted household paper product usage and sales
                                • Political pressures to avoid flushable wipes may deter some usage
                                  • One-person households are increasing, reducing paper product format requirements
                                  • Market Factors

                                    • Impact of COVID-19 on household paper products
                                      • Figure 2: 52-week change in weekly sales of household paper products, April 2020
                                      • Figure 3: Canada’s unemployment rate, January 2020-April 2021
                                    • Political pressures to avoid flushable wipes may deter some usage
                                      • Figure 4: City of Hamilton Instagram post, November 2018
                                      • Figure 5: City of Chandler Instagram post, March 2020
                                      • Figure 6: Cottonelle Instagram post, February 2021
                                      • Figure 7: Cottonelle Instagram post, February 2021
                                      • Figure 8: Cottonelle flushable wipes (US), April 2021
                                      • Figure 9: Pristine Sprays Instagram post, April 2021
                                    • One-person households are increasing, reducing paper product format requirements
                                      • Figure 10: Proportion of Canadians living alone, by age, 1981 vs 2016
                                      • Figure 11: Those who use paper napkins in a typical month, by household size, February 2021
                                  • Companies and Brands – Key Takeaways

                                    • Consumers are looking for greener alternatives to traditional products
                                      • Hygiene concerns may drive short-term choices
                                        • Skincare benefits will help brands differentiate themselves from the pack
                                          • In addition to physical wellness, there is an opportunity to emphasize mental wellness benefits
                                            • Convenience and uniqueness offers may drive interest in subscriptions
                                            • Competitive Strategies

                                              • Consumers are looking for greener alternatives to traditional products
                                                • Figure 12: Mintel Trend Driver: Surroundings
                                              • Bamboo product composition shrinks environmental footprints
                                                • Figure 13: NooTrees Pure Virgin Bamboo Pulp Bathroom Rolls (US), March 2021
                                              • Water conservation is promoted by alternative formats
                                                • Figure 14: HelloTushy Instagram post, January 2021
                                                • Figure 15: HelloTushy Instagram post, January 2021
                                                • Figure 16: Toto USA Instagram post, February 2021
                                              • The line between reusable and disposable formats gets blurred
                                                • Figure 17: Mavis.Miki Instagram post, April 2021
                                              • Social initiatives are often coupled with environmental ones
                                                • Figure 18: Who Gives A Crap TP Instagram post, March 2021
                                            • Market Opportunities

                                              • Hygiene concerns may drive short-term choices
                                                • Figure 19: Nicky Defend Disposable Hand Towels with Antibacterial (Ireland), March 2021
                                                • Figure 20: Smart Living Autumn Expressions Guest Towels (US), October 2018
                                              • Skincare benefits will help brands differentiate themselves from the pack
                                                • Figure 21: O Green Tea Premium Toilet Paper (US), Jan 2021
                                                • Figure 22: Great Value Soft & Absorbent Lotion Facial Tissue (Canada) Aug 2020
                                                • Figure 23: Little Ones by Compliments Scented Kids’ Flushable Wipes (Canada), Jan 2020
                                              • In addition to physical wellness, there is an opportunity to emphasize mental wellness benefits
                                                • Figure 24: Mintel Trend Driver: Wellbeing
                                                • Figure 25: Quilted Northern Ultra Plush Sweet Lilac & Vanilla Scented Tube Bathroom Tissue (US), March 2021
                                                • Figure 26: Puffs Plus Lotion Vicks Scented Facial Tissue (US), June 2020
                                                • Figure 27: Fine Silver Oud Scented Fine Wellness White Sterilized Tissue (Kuwait), Jan 2021
                                              • Convenience and uniqueness offers may drive interest in subscriptions
                                                • Figure 28: Wipe On US Instagram post, January 2021
                                                • Figure 29: Go No.2 Instagram post, October 2020
                                                • Figure 30: Who Gives A Crap Instagram post, March 2021
                                            • The Consumer – Key Takeaways

                                              • Household product usage is universal
                                                • Canadians are most likely to purchase paper products from grocery stores
                                                  • Name brand toilet paper will need to prove its worth
                                                    • Canadians are open to added-benefit facial tissues
                                                      • Paper towels are used primarily for cleaning, making scrubbing power an important product feature
                                                        • The paper napkin category is being threatened by adjacent formats
                                                        • Household Paper Product Usage

                                                          • Household product usage is universal
                                                            • Figure 31: Household paper products used in a typical month, February 2021
                                                            • Figure 32: Household paper products used in a typical month, men vs women, February 2021
                                                            • Figure 33: Household paper products used in a typical month, by age, February 2021
                                                            • Figure 34: Kandoo Kids Flushable Sensitive Wipes (US), May 2021
                                                            • Figure 35: Usage of flushable moist wipes in a typical month, by age of children, February 2021
                                                            • Figure 36: Usage of flushable moist wipes in a typical month, by region, February 2021
                                                            • Figure 37: Those who use facial tissues (net) in a typical month, by household income, February 2021
                                                            • Figure 38: Household paper products used in a typical month, by employment status, February 2021
                                                        • Retail Purchase Channels Used for Household Paper Products

                                                          • Canadians are most likely to purchase paper products from grocery stores
                                                            • Figure 39: Retailers used in the past three months to purchase household paper products, February 2021
                                                            • Figure 40: Retailers used in the past three months to purchase household paper products, men vs women, February 2021
                                                          • Younger shoppers are shopping at a wider range of retailers for paper products
                                                            • Figure 41: Retailers used in the past three months to purchase household paper products, 18-44s vs over-45s, February 2021
                                                            • Figure 42: Online retailers used in the past three months to purchase household paper products, by age, February 2021
                                                          • Larger household sizes may be driving Asian retailer choices
                                                            • Figure 43: Retailers used in the past three months to purchase household paper products, Asians vs overall, February 2021
                                                            • Figure 44: Retailers (select) used in the past three months to purchase household paper products, by household income, February 2021
                                                          • Retailer preferences differ by region
                                                            • Figure 45: Retailers (select) used in the past three months to purchase household paper products, by region, February 2021
                                                            • Figure 46: Retailers used to purchase household paper products in the past three months, parents vs non-parents, February 2021
                                                          • Canadians who live alone appear to be streamlining their shopping routines
                                                            • Figure 47: Those shopping for household paper products at a grocery store in the past three months, by household size, February 2021
                                                            • Figure 48: Softland Ultra Soft and Strong Tissue (Canada), Feb 2021
                                                            • Figure 49: Just The Basics Paper Towels (US), April 2021
                                                        • Toilet Paper Attitudes and Behaviours

                                                          • Many consumers are torn between price and preference
                                                            • Figure 50: Toilet paper attitudes and behaviours, February 2021
                                                            • Figure 51: Toilet paper value attitudes, February 2021
                                                          • Promotions and design are a bigger draw for Asian shoppers
                                                            • Figure 52: Potty Girl Instagram post, November 2019
                                                            • Figure 53: Orchids Supreme Bath Tissue (US), Jan 2018
                                                            • Figure 54: Toilet paper purchasing behaviours related to the COVID-19 pandemic (% agree), Asians vs overall, February 2021
                                                          • COVID-19 disruptions have influenced shopping behaviours
                                                            • Figure 55: Toilet paper purchasing behaviours related to COVID-19, by COVID-19 exposure worry levels, February 2021
                                                          • Private label comparisons will challenge name brand toilet paper
                                                            • Figure 56: Charmin Ultra Soft Bathroom Tissue (US) Jan 2021
                                                            • Figure 57: PC President’s Choice Super Soft Hypoallergenic Bathroom Tissue (Canada), Jan 2021
                                                            • Figure 58: “Store brand is as good as name brand” (% agree), men vs women, February 2021
                                                          • Canadians with the lowest incomes are most likely to rate private label brands at parity with name brands
                                                            • Figure 59: Value-related toilet paper purchasing behaviours (% agree), by household income, February 2021
                                                          • Shoppers are looking for ways to make their lives more convenient
                                                            • Younger shoppers need a reason to spend more
                                                              • Figure 60: Toilet paper attitudes and behaviours, 18-44s vs over-45s, February 2021
                                                          • Facial Tissue Attitudes and Behaviours

                                                            • Facial tissues are being used for a range of applications
                                                              • Figure 61: Go No.2 Instagram post, April 2021
                                                              • Figure 62: Facial tissue attitudes and behaviours, February 2021
                                                              • Figure 63: Kleenex Anti-Viral Three-Ply Tissue (US), November 2020
                                                              • Figure 64: Facial tissue attitudes and behaviours, 18-44s vs over-45s, February 2021
                                                            • Parents value portability and convenience of facial tissues
                                                              • Figure 65: Facial tissue attitudes and behaviours, by parental status, February 2021
                                                            • Asian shoppers are looking to extend facial tissue usage opportunities
                                                              • Figure 66: Facial tissue attitudes and behaviours, Asians vs overall, February 2021
                                                          • Paper Towel Attitudes and Behaviours

                                                            • Paper towels are primarily used for cleaning
                                                              • Figure 67: Impact of COVID-19 on cleaning routine frequency, April 2020
                                                              • Figure 68: “I am using more paper towels than I did before the pandemic’ (% agree), by COVID-19 exposure worry levels, February 2021
                                                              • Figure 69: Paper towel attitudes and behaviours, February 2021
                                                            • Many consumers fail to recognize a performance gap between name brand and private label options
                                                              • Figure 70: Bounty Essentials Select-A-Size Paper Towels (US), Dec 2019
                                                              • Figure 71: Paper towel attitudes and behaviours, 18-44s vs over-45s, February 2021
                                                              • Figure 72: Paper towel cleaning behaviours, by parental status, February 2021
                                                              • Figure 73: Paper towel cleaning behaviours, Asians vs overall, February 2021
                                                          • Paper Napkin Attitudes and Behaviours

                                                            • The paper napkin category is under pressure
                                                              • Figure 74: Paper napkin attitudes and behaviours, February 2021
                                                              • Figure 75: My Funkins Instagram post, April 2021
                                                              • Figure 76: Select paper napkin attitudes and behaviours, by age, February 2021
                                                              • Figure 77: Napkids Napkin Games (Canada), Feb 2017
                                                              • Figure 78: ‘I use paper napkins almost every day’ (% agree), by parental status, February 2021
                                                              • Figure 79: Paper napkin behaviours, by household income, February 2021
                                                          • Appendix – Data Sources and Abbreviations

                                                            • Data sources
                                                              • Consumer survey data
                                                                • Mintel Trend Drivers
                                                                  • Abbreviations

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