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UK Household Paper Products Market Report 2023

UK Household Paper Products Market Report 2023

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Discover the latest trends in the UK household paper products industry with Mintel’s comprehensive market report. Our UK household paper products market report includes expert analysis on market size, market segmentation, and future trends in the industry. Read on to discover more about our insights.

Household Paper Products Market – Overview

The usage of household paper products is down. Due to the rising cost-of-living crisis, 26% of consumers have reduced their overall usage of kitchen rolls in the last six months of 2022. Moreover, 16% reduced their usage of toilet paper in the same period.

Despite consumers embracing savvier purchasing and consumption behaviours, the UK household paper products market size increased in 2022, by 3.4%. But the adoption of value-orientated consumption and shopping behaviours are limiting the growth within the category.

Household Paper Products – Current Market Trends

Now more than ever, value is seen as a priority, and low prices are catching consumers’ attention. However, Mintel’s toilet paper market analysis found that the sensations and feelings experienced when using products also influenced purchasing behaviour.

Toilet paper market share: Andrex accounted for 32% of total value sales in 2022, suggesting it has done a good job retaining customers despite rising prices. Thanks in part to the brand’s reputation, and its advertising activities focused on a highly valued product feature: softness.
Toilet paper consumer attitudes: Softness was the most important factor when choosing toilet paper for 67% of consumers.
Household paper products consumer behaviours: Due to the rising cost-of-living in the last six months, 36% of consumers have bought more own-label household paper products.
Household paper packaging trends: Environmentally-friendly claims on household paper product packaging increased by 13% between 2021 and 2022. This aligns with consumer expectations of improved packaging sustainability and recyclability.

Opportunities in the Household Paper Products Market

Even in moments of reduced budgets, household paper brands can stimulate spend and justify higher price points by offering a unique usage experience. Putting pleasant sensations created by product usage under the spotlight has the potential not only to help brands stand out from rivals but also differentiate their offering from own-label options more effectively.

Read on to discover more about our Household Paper Products Market Report 2023, read our Sustainability in Household Care Market Report, or take a look at our other House and Home Market Research.

Quickly Understand

Performance of the market following the easing of COVID-19 restrictions and expected impact on sales due to the rising cost of living.
New launch activity and product concepts of interest, as well as attitudes towards selected brands.
Trends in usage and purchases of household paper products compared with previous years.
The most influential factors behind purchases of toilet paper and facial tissues.
Interest in trying and willingness to pay more for household paper innovations.
New household paper behaviours that have been adopted in reaction to the rising cost of living.
Consumer attitudes towards household paper products.

Popular Household Paper Products and Brands Covered in this Report

Products: Toilet Paper, Kitchen Roll, Facial Tissues.

Brands: Andrex, Cushelle, Velvet, Petal, Nicky, Breeze, Plenty, Regina, Mega, Kleenex, Softy, The Cheeky Panda.

Expert Analysis from a Specialist in the Household Care Industry

This report, written by Emilia Tognacchini, a leading analyst in the household care industry, delivers in-depth commentary and analysis to highlight current trends in the UK household paper products market and add expert context to the numbers.

Inflationary pressures and squeezed household incomes are leading consumers from all financial situations to use household paper products in greater moderation and switch towards lower-priced options. This makes it vital for brands to address demand for value and invest in campaigns designed to promote brand loyalty. New product launches with secondary health or anti-clogging benefits, introduction of eco-friendly claims with a functional aim, and initiatives focused on the sensorial experienced offered by household paper products will help brands stand out and stimulate spend effectively.

Emilia Tognacchini
Principal Household Care and Brand Analyst

Collapse All

Overview
- Key issues covered in this Report
- Products covered in this Report
Executive Summary
- The five-year outlook for household paper products
  - Figure 1: Category outlook, 2023-27
- The market
- Sales of household paper products stabilise in the post-pandemic
  - Figure 2: Market forecast for household paper products, 2022-27
- Companies and brands
- Word of mouth and sensation-focused advertising pay off Andrex
  - Figure 3: Brand shares in value sales of toilet paper, year ending December 2022
- Brands lose market share in the kitchen roll segment
  - Figure 4: Brand shares in value sales of kitchen rolls, year ending December 2022
- Own-label brands of facial tissues gain traction
  - Figure 5: Brand shares in value sales of facial tissues, year ending December 2022
- The consumer
- Usage patterns vary across product type
  - Figure 6: Usage of household paper products in the last month, 2018-20-22
- Penetration of moist toilet tissue still niche
  - Figure 7: Purchase of household paper products in the last six months, 2018-20-22
- Sensations promote purchases
  - Figure 8: Purchase drivers for toilet paper/tissue and facial tissues, 2022
- Explore health benefits to add value to facial tissues
  - Figure 9: Interest in trying and paying more for facial tissue innovations, 2022
- Make consumers invest in toilet paper to save on plumbing
  - Figure 10: Interest in trying and paying more for toilet paper/tissue innovations, 2022
- Reimage the purposes of kitchen rolls
  - Figure 11: Interest in trying and paying more for kitchen roll innovations, 2022
- React to own-label brands’ increased appeal
  - Figure 12: Household paper behaviours adopted to save money, 2022
- Time to explore alternatives to bamboo
  - Figure 13: Attitudes towards household paper products, 2022
Issues and Insights
- Focus on sensations to stimulate spend and overcome savvy behaviours
- Time to blend functionality with eco-friendliness
Market Size and Performance
- Sales of household paper products stabilise in the post-pandemic
  - Figure 14: Market size for household paper products, 2017-22
Market Forecast
- The five-year outlook for household paper products
  - Figure 15: Category outlook, 2023-27
- Tap into wellbeing and functional eco-friendliness to prevent losses
  - Figure 16: Market forecast household paper products, 2022-27
- Learnings from the last income squeeze
- - Figure 17: UK value sales of household paper products, 2007-17
- Forecast methodology
Market Segmentation
- Return to pre-pandemic mindset causes decline in 2021
  - Figure 18: UK retail value sales of household paper products, by segment, 2020-22 (est)
- Toilet paper and facial tissue sales expected to grow
- Diminished hygiene anxieties impact sales of kitchen rolls…
- …and increase competition from cleaning equipment brands
Channels to Market
- Most household paper products shopped at grocery multiples
  - Figure 19: UK retail value sales of household paper products, by outlet type, 2020-22 (est)
- Low-cost retailers expected to increase market share
- Big-name brands can push back against own-label threat
Market Drivers
- Inflation is the key concern for consumers and brands…
- …and despite government support, energy prices are still a major concern
- High inflation and rising interest rates will compound the impact of the slowing recovery
- Consumer spending power will be curbed
- Consumers’ financial wellbeing has fallen from the highs of 2021…
  - Figure 20: Household financial wellbeing index, 2014-22
- …and most people are feeling the effects of price rises
- The cost of household paper production rises…
- …but penalising end consumers is risky
- Change the experience of (returned) seasonal ailments
- Elevate toilet paper to bowel ally
- - Figure 21: Tesco Luxury Soft Shea Butter Toilet Long Rolls in support of Bowelbabe Fund for Cancer Research UK, 2022
- Time to give green sentiments a functional nuance
Market Share
- Word of mouth and sensation-focused advertising pay off for Andrex
  - Figure 22: Brand share in value sales of toilet paper, years ending December 2020-21-22
- Smaller players gain market share in the toilet paper segment
- Brands lose market share in the kitchen roll segment
  - Figure 23: Brand share in value sales of kitchen rolls, years ending December 2020-21-22
- Own-label brands of facial tissues gain traction
  - Figure 24: Brand share in value sales of facial tissues, years ending December 2020-21-22
Launch Activity and Innovation
- NPD recovers to pre-pandemic levels
  - Figure 25: Shares of NPD in the UK household paper products market, by sub-category, 2018-22
- Invest in product innovation to keep consumers engaged
  - Figure 26: Shares of NPD in the UK household paper products market, by launch type, 2018-22
  - Figure 27: Examples of new scented variants in the household paper product category, 2022
- Environmentally-friendly claims continue to grow
  - Figure 28: Top 10 claims in the UK household paper products market, by leading claims in 2022, 2020-22
- Space for rise in wellbeing claims in toilet and facial tissues
  - Figure 29: Examples of household care products with added health benefits, 2021-22
- Private labels players lead NPD
  - Figure 30: Share of NPD in the UK household paper products market, by ultimate company, 2022
  - Figure 31: Shares of NPD in the UK household paper products market, by branded vs own-label, 2018-22
- - Figure 32: Examples of own-label launches in the household paper category, 2022
- Asda relaunches Just Essential range
  - Figure 33: Examples of household paper product launches from Asda’s Just Essential range, 2022
Advertising and Marketing Activity
- Overall adspend declined for second year in a row
  - Figure 34: Total above-the-line, online display and direct mail advertising expenditure on household paper products*, 2018-22
- Adspend focus on the toilet rolls and kitchen towels
  - Figure 35: Total above-the-line, online display and direct mail advertising expenditure on household paper products, by product category minor, 2022
- Brands lead advertising expenditure
  - Figure 36: Total above-the-line, online display and direct mail advertising expenditure on household paper products*, by top brands, 2022
- Cushelle addresses demand for value, softness and no-waste
  - Figure 37: Cushelle’s Tubeless Quilted and Original Toilet Roll, 2022
- Plenty encourages children’s participation in home cleaning
  - Figure 38: Plenty The Original One Kitchen Paper Towels, 2022
- Andrex targets new parents online
- Nielsen Ad Intel coverage
Brand Research
- Brand map
  - Figure 39: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
  - Figure 40: Key metrics for selected brands, 2022
- Brand attitudes: Andrex delivers continual high quality
  - Figure 41: Attitudes, by brand, 2022
- Brand personality: Kleenex and Cushelle perceived as accessible brands
  - Figure 42: Brand personality – Macro image, 2022
- The Cheeky Panda seen as natural and caring
  - Figure 43: Brand personality – Micro image, 2022
- Brand analysis
- Andrex provides high-quality and performance
- Kleenex blends value with expertise
- Cushelle is seen as accessible and effective
- The Cheeky Panda seen as fun, caring and natural
- Who Gives a Crap seen as innovative and worth paying more for
Usage and Purchase of Household Paper Products
- Usage patterns vary across product type
  - Figure 44: Usage of household paper products in the last month, 2018-20-22
- Younger consumers less likely to use household paper products
  - Figure 45: Usage of household paper products in the last month, 2022
- Penetration of moist toilet tissue still niche
  - Figure 46: Purchase of household paper products in the last six months, 2018-20-22
Purchase Drivers for Toilet Paper and Facial Tissues
- Sensations promote purchases
  - Figure 47: Purchase drivers for toilet paper/tissue and facial tissues, 2022
- Put sensations at the core of communication efforts
- Segment the facial tissue category by skin type
  - Figure 48: Examples of facial wipes for different types of skin, 2020-22
- Reward consumers to enhance brand loyalty
- Give eco-friendliness a functional purpose
Interest in Household Paper Innovations
- Explore health benefits to add value to facial tissues
  - Figure 49: Interest in trying and paying more for facial tissue innovations, 2022
- Position facial tissues as parents’ health allies
  - Figure 50: Renova’s Kids Edition, 2022
- Make consumers invest in toilet paper to save on plumbing
  - Figure 51: Interest in trying and paying more for toilet paper/tissue innovations, 2022
- Introduce consumers to agricultural by-products…
  - Figure 52: Examples of toilet paper/tissue made from agricultural by-products, 2009-22
- …and new unusual raw materials
- Reimage the purpose of kitchen rolls
  - Figure 53: Interest in trying and paying more for kitchen roll innovations, 2022
- - Figure 54: Examples of reusable kitchen rolls, 2020-21
Household Paper Behaviours Adopted to Save Money
- React to own-label brands’ increased appeal
  - Figure 55: Household paper behaviours adopted to save money, 2022
- Cost-of-living crisis leads to reduced usage of household paper products
  - Figure 56: Household paper behaviours adopted to save money, by financial situation, 2022
- Position kitchen rolls as cleaning wipe alternatives
  - Figure 57: Bounty with Dawn Water Activated Paper Towels, 2015
Attitudes towards Household Paper Products
- Consumers question flush-friendly claims
  - Figure 58: Attitudes towards household paper products, 2022
- - Figure 59: Examples of moist toilet paper/tissue carrying the Fine to Flush certification, 2022
- Show behind the scenes to make premium count
  - Figure 60: Examples of premium toilet paper/tissue launches from own-label brands, 2022
- Time to explore alternatives to bamboo
- Opportunities for uncoloured toilet paper
  - Figure 61: Examples of unbleached household paper products, 2022
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
Appendix: Forecast Methodology
- Market forecast and prediction intervals
  - Figure 62: Value of the household paper products market (prepared in January 2023), 2017-27
  - Figure 63: UK central forecast value sales of the household paper products market (prepared in January 2023), 2022-27
- Market drivers and assumptions
- Forecast methodology

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UK Household Paper Products Market Report 2023

Household Paper Products Market – Overview

Household Paper Products – Current Market Trends

Opportunities in the Household Paper Products Market

Quickly Understand

Popular Household Paper Products and Brands Covered in this Report

Expert Analysis from a Specialist in the Household Care Industry

Overview

Executive Summary

Issues and Insights

Market Size and Performance

Market Forecast

Market Segmentation

Channels to Market

Market Drivers

Market Share

Launch Activity and Innovation

Advertising and Marketing Activity

Brand Research

Usage and Purchase of Household Paper Products

Purchase Drivers for Toilet Paper and Facial Tissues

Interest in Household Paper Innovations

Household Paper Behaviours Adopted to Save Money

Attitudes towards Household Paper Products

Appendix – Data Sources, Abbreviations and Supporting Information

Appendix: Forecast Methodology

Why Mintel?

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