2021
9
UK Household Paper Products Market Report 2021
2021-03-10T03:01:35+00:00
OX1042513
2195
135379
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Report
en_GB
“While COVID-19 led to proliferated sales of household paper products, sales will stabilise once the anxiety around the virus diminishes. However, more frequent home working and new cleaning habits will…

UK Household Paper Products Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Household Paper Products market, including the behaviours, preferences and habits of the consumer.

Household paper products such as toilet paper and kitchen roll have always been an essential commodity, but with lockdowns from the COVID-19 pandemic causing people to stay at home and focus more on cleaning, the market has seen a major boost over the last year.

With stockpiling in March 2020, and with the ongoing need to stay at home over a long period, the household paper products market increased by 10% in 2020, reaching £1.95 billion. The usage of toilet paper and kitchen roll also increased, with this usage expected to remain into the longer term thanks to the trend towards home-working even after the pandemic ends.

However, as restrictions lift there will be a decline in usage as people stop focusing on cleaning and spending less time at home, due to schools and work places reopening. While this may cause a decline in sales, it may also open up post-pandemic opportunities for companies, especially in regard to increased awareness of health and wellbeing.

Innovations in aromatherapy or skincare infused paper are proving popular and may compel consumers to pay a premium heading into the future. There is also opportunities to shift marketing towards sustainability, with consumers focused on climate and environmental concerns now more than ever before.

Quickly understand

  • The impact of COVID-19 on the household paper products category, including toilet paper, kitchen paper and facial tissues segments.
  • The value of individual segments and brand performance in 2019 and 2020.
  • Launch activity and opportunities for innovation in the household paper category.
  • Usage and purchase of household paper products.
  • Purpose and change in usage frequency of kitchen towels.
  • Important purchase factors when buying kitchen towels.
  • Consumer interest in new innovation in the household paper category.
  • Consumer behaviour and attitudes towards purchase and usage of household paper products.

Covered in this report

Brands: Andrex, Velvet, Cushelle, Breeze, Petal, Nicky, Regina, own-label, Plenty, Mega, Kleenex.

Product Types: Toilet tissue, moist toilet tissue, facial tissue (boxed, packet), kitchen roll, paper napkins and serviettes.

Expert analysis from a specialist in the field

Written by Arpita Sharma, a leading analyst in the Household and Brand sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

While COVID-19 led to proliferated sales of household paper products, sales will stabilise once the anxiety around the virus diminishes. However, more frequent home working and new cleaning habits will keep the market buoyant and brands can use functionality-based innovation, such as kitchen roll specifically designed for use alongside cooking, to increase their visibility and loyalty amongst consumers.

Arpita Sharma
Global Household Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: Market context
    • Impact of the January lockdown and the vaccination rollout
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on household paper
      • Figure 1: Short, medium and long-term impact of COVID-19 on Household Paper Category, 11 February 2020
    • The market
    • Household paper gets a boost due to stockpiling and staying at home
      • Figure 2: UK central forecast value sales of Household paper products (prepared 11 February 2022), 2015-25
    • Prepare for the return of climate and environment conversations
    • Tap into the increase in work from home culture
    • Companies and brands
    • Andrex and Cushelle branded toilet paper gains momentum
      • Figure 3: Brand shares in value sales of toilet paper, year ending November 2020
    • High usage of kitchen rolls boosted brand shares
      • Figure 4: Brand shares in value sales of kitchen roll, years ending November, 2020
    • Kleenex enjoys dominance whilst facial tissues brands experience muted growth
      • Figure 5: Brand shares in value sales of facial tissues, years ending November, 2020
    • Brands focussed more on supply chain than new product development in 2020
      • Figure 6: Launches of household paper products, by sub-category, 2016-20
    • The consumer
    • Frequency of household paper usage increased during the pandemic
      • Figure 7: Usage of household paper products in the last month, December 2018 and November 2020
    • Stockpiling resulted in empty retailer aisles
      • Figure 8: Purchase of household paper products in the last six months, December 2018 and November 2020
    • Capitalise on the increased usage of kitchen rolls
      • Figure 9: Usage frequency of kitchen rolls, November 2020
    • Promote functionality of kitchen rolls
      • Figure 10: Purpose of usage of kitchen rolls, November 2020
    • Showcase essential attributes to influence purchase patterns
      • Figure 11: Important factors influencing purchase of kitchen rolls, November 2020
    • Adapt to the shift towards online shopping
      • Figure 12: Household paper behaviours, November 2020
    • Extend health and wellbeing properties in paper products
      • Figure 13: Interest in household paper innovations, November 2020
    • Sustainability and climate-friendly messages will resonate with consumers
      • Figure 14: Attitudes towards household paper products, November 2020
  3. Issues and Insights

    • COVID-19 has led consumers to rethink holistic wellbeing
    • The planet needs us more than ever before
  4. The Market – Key Takeaways

    • COVID -19 steers paper products towards unprecedented growth
    • Pandemic will pave the way for online sales of household paper
    • Sustainability and environmental concerns will be under the spotlight
  5. Market Size and Forecast

    • Household paper products remain buoyant amidst COVID -19
      • Figure 15: Short, medium and long-term impact of COVID-19 on Household Paper, 11 February 2021
    • Consumers stay concerned even as vaccination drive builds up
      • Figure 16: Market size for Household Paper, 2015-25 (prepared on 11 February 2021)
    • The household paper category will stabilise by 2023
    • Increased product usage will help maintain high volume sales
      • Figure 17: UK central forecast value sales of Household paper products (prepared 11 February 2021), 2015-25
    • Environmental friendliness and innovations will give brands leverage
    • Market drivers and assumptions
      • Figure 18: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 11 February 2021)
    • Learnings from the last recession
      • Figure 19: Value sales of Household Paper, 2006-19
    • Forecast methodology
  6. Market Segmentation

    • Stockpiling during lockdown triggered massive growth of toilet paper
      • Figure 20: UK retail value sales of household paper products, by segment, 2018-20 (est)
    • Kitchen rolls are expected to increase its share in paper products
    • COVID-19 may open up opportunities for facial tissues segment
  7. Channels to Market

    • Lockdown helps grocery multiples maintain dominance
      • Figure 21: Retail value sales of household paper products, by outlet type, 2018-20 (est)
    • Online DTC have the prospect to increase their channel share
    • Retailers should strike balance between online and instore
  8. Market Drivers

    • Consumer confidence remains robust despite third national lockdown
      • Figure 22: Trends in how respondents would describe their financial situation, January 2021
      • Figure 23: Trends in current financial situation compared a year ago, July 2015-January 2021
    • Short term uncertainty around Brexit
      • Figure 24: Impact of Brexit on consumer sentiment, January 2021
    • Sustainability and environmental concerns will be under the spotlight
    • Certification to aid growth of moist tissues
    • Encompass physical consumer wellbeing to add value
      • Figure 25: Andrex Skin Kind Toilet Tissue with CleanRipple Texture & SoftSoothe Prebiotic Lotion, November 2019
    • Maintain spotlight on mental wellbeing
  9. Companies and Brands – Key Takeaways

    • Brands increase their share while outperforming own label products
    • Expect increase in demand of health and wellbeing related claims
    • Digital takes a big jump in adspend
  10. Market Share

    • Big brands go bigger amidst proliferating pandemic sales
      • Figure 26: Brand shares in value sales of toilet paper, years ending November, 2019 and 2020
    • Consumers are using higher volumes of kitchen rolls
      • Figure 27: Brand shares in value sales of kitchen rolls, years ending November, 2019 and 2020
    • Plenty gained by repackaging its sheet dispenser product
      • Figure 28: Plenty Handy Towels with convenient one sheet dispensing, February 2020
    • Two-pronged approach by Regina encouraged consumer interest
      • Figure 29: Regina Blitz’s Happiness digital campaign, June 2020
    • Facial tissues brands gain little momentum
      • Figure 30: Brand shares in value sales of facial tissues, years ending November, 2019 and 2020
      • Figure 31: Kleenex Allergy Comfort Tissues ophthalmologically tested to be safe around the eyes, May 2020
  11. Launch Activity and Innovation

    • Pandemic-led decline in new product development in toilet tissues
    • NPD can be a route to sparking sales of facial tissues
      • Figure 32: Launches of household paper products, by sub-category, 2016-20
    • Brands explore user interests by extending product range
      • Figure 33: Launches of household paper products, by launch type, 2016-20
    • Antibacterial claims will have increased demand
      • Figure 34: New product launches with emphasis on hygiene, 2020
    • Own-label players stay conservative, albeit active
      • Figure 35: Proportion of new household paper products launches, by own-label vs branded, 2016-20
      • Figure 36: New variety/ range extensions of private label launches with unique designs in 2020
    • Keep launch activity high to maintain brand loyalty
      • Figure 37: New product launches in the household paper products market, % share by ultimate company (top 13 and other), 2020
    • Expect an increase in demand of health and wellbeing related claims
      • Figure 38: Leading claims on launches of household paper products (based on 2020), 2019-20
    • Moist tissues represent a segment with growth potential
      • Figure 39: Moist toilet wipes with flushability claim, 2020
  12. Advertising and Marketing Activity

    • Kitchen rolls and facial tissues get a boost in above-the-line ad spend
      • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on household paper, 2017-20
      • Figure 41: Plenty’s 2020 Christmas advert, 2020
    • Small players upped their game to encash the soaring demand
      • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on household paper by advertiser, 2019-20
    • Sofidel advertises Regina toilet roll for the first time
      • Figure 43: TV debut for Regina toilet paper commercial in the UK, November 2020
      • Figure 44: Regina Blitz digital “Happimess” campaign for kitchen rolls, May 2020
    • Digital takes a big jump in adspend
      • Figure 45: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products, by media type, 2020
    • Cheeky Panda’s innovative marketing strategy to boost awareness
      • Figure 46: Sustainable consumer goods brand The Cheeky Panda launched on-truck advertisements, November 2020
    • Nielsen Ad Intel coverage
  13. Brand Research

    • Brand map
      • Figure 47: Attitudes towards and usage of selected brands, December 2020
    • Key brand metrics
      • Figure 48: Key metrics for selected brands, December 2020
    • Kleenex is perceived to be a trustworthy and high-quality brand
      • Figure 49: Attitudes, by brand, December 2020
    • Andrex is considered to have a higher fun quotient
      • Figure 50: Brand personality – Macro image, December 2020
    • The Cheeky Panda perceived as being natural
      • Figure 51: Brand personality – Micro image, December 2020
    • Brand analysis
    • Andrex can capitalise on its popularity to increase market share
      • Figure 52: User profile of Andrex, December 2020
    • Kleenex can create a differentiated product portfolio
      • Figure 53: User profile of Kleenex, December 2020
    • Plenty is used by all demographics
      • Figure 54: User profile of Plenty, December 2020
    • Cushelle is popular across all demographics
      • Figure 55: User profile of Cushelle, December 2020
    • Regina is struggling with its brand image
      • Figure 56: User profile of Regina, December 2020
    • The Cheeky Panda has a premium and niche image
      • Figure 57: User profile of The Cheeky Panda, December 2020
  14. The Consumer – Key Takeaways

    • Showcase functional attributes perform to perfection
    • Innovations will be the key to maintain post-pandemic growth
    • Prepare for environmental concerns to make a comeback
  15. Impact of COVID-19 on Consumer Behaviour

    • Support consumers to venture out of their homes
      • Figure 58: Concern about exposure to COVID-19/coronavirus, 28 February-12 February 2021
    • Help consumers create a sanctuary at home
      • Figure 59: Household paper product Launches with skin friendly properties, UK, January 2020-December 2020
    • Put the environment at the forefront
      • Figure 60: Household Paper Products Launches With Plastic Free Packaging, UK, January 2020-December 2020
    • Build supply chains to be online-ready
      • Figure 61: Shopping behaviours during COVID-19, 16 April 2020-12 February 2021
  16. Usage and Purchase of Household Paper Products

    • Penetration of household paper remains stagnant
      • Figure 62: Usage of household paper products in the last month, December 2018 and November 2020
    • Communicate health benefits of facial tissues and kitchen rolls to non-users
    • Moist toilet tissues can stir stagnancy in purchase
      • Figure 63: Purchase of household paper products in the last six months, December 2018 and November 2020
    • Target older consumers at purchase points
      • Figure 64: Purchase of household paper products in the last six months, by age, November 2020
  17. Purpose and Change in Usage Frequency of Kitchen Roll

    • Capitalise on the increased usage of kitchen rolls
      • Figure 65: Usage frequency of kitchen rolls, November 2020
    • Promote functionality of kitchen rolls
      • Figure 66: Purpose of usage of kitchen rolls, November 2020
    • Cleaning up after pets opens a new opportunity window
      • Figure 67: Paper towels to clean up after pets, UK, March 2020
  18. Important Factors When Choosing Kitchen Rolls

    • Spotlight basic essential assets of kitchen rolls
      • Figure 68: Important factors influencing purchase of kitchen rolls, November 2020
    • Bring back climate change cause
    • Address the safety concerns around kitchen towels
  19. Household Paper Product Behaviours

    • Slow penetration of online purchase
      • Figure 69: Household paper behaviours, November 2020
    • Consumer concern around environment remains high
    • Create multifunctional product perception for kitchen rolls
      • Figure 70: Kitchen rolls behaviours, November 2020
    • Start-up brands can capitalise on consumers trying new brands
      • Figure 71: Toilet paper behaviours, November 2020
    • Innovate facial tissues to excite younger consumers
      • Figure 72: Facial tissue behaviours, November 2020
  20. Interest in Household Paper Innovations

    • Kitchen rolls are perceived to impact consumer health
      • Figure 73: Interest in household paper innovations, November 2020
    • Invest in eco-friendly innovations to keep interest high
    • Health and wellbeing attributes in paper will gain prominence
  21. Attitudes towards Household Paper Products

    • Sustainability and climate friendliness will win in the long run
      • Figure 74: Attitudes towards household paper products, November 2020
    • Think about environment in every process
  22. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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