UK Household Paper Products Market Analysis
The UK household paper products market has declined due to inflation and changes in consumer spending from the cost-of-living crisis. However, the market is expected to stabilise with minimal growth from 2024 to 2029, according to the latest household paper market analysis.
As consumers prioritise value, convenience remains central to their purchasing decisions. Brand loyalty is strong in the household paper products market, especially for toilet paper, kitchen rolls, and facial tissues, with consumers favouring branded products despite price sensitivity. However, own-label products are gaining traction, particularly during financial uncertainty, though their growth slowed in 2024. This shift reflects the increasing demand for value-driven purchases. Opportunities for subscription services are emerging, offering added value and flexible delivery. Sustainability is driving product development, with innovations like plastic-free tissues and wet wipe alternatives gaining momentum. However, concerns about price and greenwashing are hindering wider adoption of eco-friendly products. Brands focusing on quality, sustainability, and consumer trust will likely build a loyal customer base in the household paper products sector
UK Household Paper Products Market Consumer Trends
Toilet paper and kitchen rolls remain staples in UK households, while facial tissues face challenges as younger consumers opt for cost-effective alternatives like kitchen rolls or moist toilet tissues. Growing interest in eco-friendly products is limited by concerns over quality and higher costs. Brand loyalty remains strong, but challenger brands with eco-friendly alternatives are gaining traction. Subscription services show potential but face hurdles as consumers prefer purchasing on-demand. These trends are key to understanding the shifts in the household paper products industry in the UK.
Purchasing this report will provide valuable insights into the household paper products demand, helping you identify strategy gaps, refine your approach, and capitalise on growth opportunities with today’s value-driven, sustainability-conscious consumers. Â
About The Report
The UK household paper products market report provides a comprehensive analysis of market trends, including size, forecast growth, and consumer preferences. It highlights key drivers such as price sensitivity, brand loyalty, and the cost-of-living crisis. The report also covers sustainability trends and innovations, offering insights for businesses to capitalise on new opportunities. By examining consumer behaviour, distribution channels, and market segmentation, it will help companies refine strategies, adapt offerings, and stay ahead of household paper products market trends. Manufacturers, retailers, and marketers can use this report to engage effectively with consumers.
Key Topics Analysed in the Report
- Mintel’s predictions for value sales growth in the household paper product category
- How challenger brands are disrupting the category
- Opportunities for established brands to leverage brand loyalty
- The impact of sustainability on consumer behaviour and new product development
- Factors that discourage consumers from subscription services.
| Report Attributes | Details |
|---|---|
| Published Date | March 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in £ |
| Country Focus | United Kingdom (UK) |
| Consumer Data | 1,979 internet users aged 16+, December 2024 |
| Number of Pages | 71 |
| Market Segmentation | Toilet Tissue, Kitchen Towels, Facial Tissues, Paper Napkins/Serviettes |
| Leading Brands | Who Gives A Crap, Andrex, Plenty, Kleenex, Regina, Cushelle, Serious Tissues, Edet, Naked Sprout |
Meet the Expert Behind the Analysis
This report was written by Luke Santos. Luke joined the Mintel household care research team in 2022, researching and writing Household Care and brand Reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.
Value sales in the household paper product category declined significantly in 2024, as consumers remain cautious when buying toilet, kitchen and facial tissues.
Luke Santos
Brand Analyst, Household Care
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EXECUTIVE SUMMARY
- Opportunities for the household paper product market
- Reignite consumer interest in sustainability
- Make own-label ranges more competitive
- Tap into brand loyalty in the category
- Market dynamics and outlook
- Market size & forecast
- Market predictions for household paper products
- The household paper market is forecast to plateau
- Consumers place their trust in longstanding brands
- What consumers want and why
- Usage remains largely unchanged, despite environmental concerns
- Graph 1: usage of household paper products in the last month, 2022 and 2024
- Consumers find alternatives to facial tissues
- Graph 2: consumers who use other household paper products instead of facial tissues, by generation, 2024
- Online opportunities for paper product brands persist
- Cost is the primary barrier to subscription use…
- Graph 3: reasons for not purchasing household paper products online as part of a subscription, 2024
- …and is hindering any shift toward sustainable products
- Graph 4: factors that discourage consumers from purchasing eco-friendly household paper products, 2024
- Address storage space issues
- Graph 5: household paper product behaviours, 2024
- Convince consumers to switch allegiances
- Graph 6: attitudes towards household paper products, 2024
- Innovation and marketing
- Sustainability drives new product development
- Responsible launch activity extends far beyond packaging
- Challenger brands leverage advertising to disrupt the category
- Graph 7: total above-the-line, online display and direct mail advertising expenditure on household paper products, by advertiser, 2023-24
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MARKET DYNAMICS
- Market size
- Post-COVID-19 growth was short lived
- Graph 8: market size for household paper products (£m), 2020-24
- Sales decline takes hold as inflation eases
- Money saving behaviours continued in 2024
- Market forecast
- Value sales are set to stabilise
- Quality could unlock additional spending in the category
- Market segmentation
- The value of all household paper product segments declined
- Market share
- Own-label’s share of toilet paper segment declined
- Regina takes the crown in the kitchen roll segment
- Kleenex accounts for over half of the facial tissue market
- Distribution channels
- Most household paper products are purchased at grocery multiples…
- …but a slight shift is expected in future
- Market drivers
- The impact of the cost-of-living crisis persists
- Graph 9: perception of the state of the cost-of-living crisis in the UK, 2025
- Population growth will be less likely to boost demand in future
- Graph 10: population estimates, 2021 projection, 2004-44
- The ban on plastic-containing wipes comes into effect
- The UK Green Claims Code issues guidelines to avoid greenwashing
- The EU Packaging and Packaging Waste Directive aims to reduce waste
- Governance is also making environmentally friendly packaging the most cost effective solution
- Cold and flu season impacts demand
- Graph 11: types of pains/ailments experienced in the last 12 months, 2023 and 2024
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WHAT CONSUMERS WANT AND WHY
- Usage of household paper products
- Household paper usage remains consistent
- Traditional paper products see strongest usage
- Graph 12: usage of household paper products in the last month, 2022 and 2024
- Create new usage occasions for facial tissues amongst women
- Graph 13: usage of facial tissues in the last month, by gender, 2024
- Use of kitchen rolls, paper napkins and serviettes could decline in future
- Graph 14: usage of kitchen rolls, paper napkins and serviettes in the last month, by gender and age, 2024
- Purchase channels for household paper products
- Spontaneity drives in-store purchasing
- Graph 15: channels used to purchase household paper products in the last six months, 2024
- Younger generations are more likely to shop online
- Graph 16: online purchase of household paper products in the last six months, by generation, 2024
- On-demand delivery could boost online spending
- Subscription services hold potential
- Barriers to household paper product subscription usage
- Overcome challenges in subscription models
- Graph 17: reasons for not purchasing household paper products online as part of a subscription, 2024
- Prove price perceptions incorrect
- Comparative marketing can change consumer opinion
- Barriers to eco-friendly household paper product usage
- Overcome eco-barriers to become mainstream
- Graph 18: factors that discourage consumers from purchasing eco-friendly household paper products, 2024
- Address quality concerns
- Graph 19: factors relating to quality that discourage consumers the purchase of eco-friendly household paper products, 2024
- Find local alternatives to more established eco materials
- Overcome aesthetic barriers
- Household paper product behaviours
- Purchase behaviours are impacted by living conditions
- Graph 20: household paper product behaviours, 2024
- Household names can expand their product range
- Consumers are becoming more waste conscious
- The facial tissue category needs a revival
- Graph 21: consumers who use other household paper products instead of facial tissues, by generation, 2024
- Improve the eco-friendliness of wet wipes
- Attitudes towards household paper products
- Convince consumers to switch allegiances
- Graph 22: attitudes towards household paper products, 2024
- Extend eco-friendly brand reach through presence on shelves
- Reusable alternatives hold potential for eco-minded consumers
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INNOVATION AND MARKETING TRENDS
- Launch activity and innovation
- NPD focus shifts from toilet paper to kitchen roll
- Graph 23: household paper product launches, by sub-category, 2020-24
- Environmental expectations are high
- Graph 24: household paper product launches carrying ethical or environmental claims, 2020-24
- Plastic-free alternatives will need to prove eco-friendliness
- Create alternatives to wet wipes
- Substantiating claims will be crucial to resonate with consumers
- Eco-friendly packaging claims play catch up
- Graph 25: household paper product launches carrying select ethical & environmental claims, 2020-24
- Appeal through packaging innovation
- Innovation in the category has declined
- Price influences success of own-label paper products
- Graph 26: branded vs private label household care product launches, 2024
- Opportunities for own-label and brands to rethink positioning
- Graph 27: branded and private label household paper product launches carrying premium and economy claims, 2024
- Both brands and own-label brands are diversifying their ranges
- A gap in the market for skin health focused NPD
- Graph 28: toilet (dry and wet) and facial tissue launches carrying select product tested claims, 2020-24
- Cater to skin sensitivities
- Diversify facial tissue offerings
- Advertising and marketing activity
- TV leads the way in advertising spend
- The facial tissue category sees large ad investment
- Graph 29: total above-the-line, online display and direct mail advertising expenditure on household paper products, by category minor, 2023-24
- Kleenex invests in outdoor advertising
- Challenger brands leverage advertising to disrupt the paper product industry
- Graph 30: total above-the-line, online display and direct mail advertising expenditure on household paper products, by advertiser, 2023-24
- ‘Uncrap The World’ with Who Gives A Crap
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APPENDIX
- Market forecast data and methodology
- Market forecast: at constant and current prices
- Market forecast: prediction intervals
- Forecast methodology
- Report scope and definitions
- Products covered in this Report
- Abbreviations and terms
- Generations
- Consumer research methodology
- Nielsen Ad Intel coverage
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