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UK Household Paper Products market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Household Paper Products market, its consumers and the major players who make up the market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

The UK household paper products market comprises three basic product types:

  • Toilet tissue
  • Kitchen towels
  • Facial tissues

Moistened or scent-impregnated varieties of toilet and facial tissues are included, as are recycled versions of all three varieties.

Paper napkins/serviettes are not included in market sizes but are included under new product launches (Mintel GNPD) and consumer research on household paper products.

Expert analysis from a specialist in the field

Written by Richard Hopping, 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 there appear to be opportunities for further growth within the kitchen roll segment, there is still a prevailing attitude among consumers that it is an area on which they can cut spend. It is not that consumers do not see a difference between expensive and budget products, but that consumers currently struggle to see the need to trade up. As consumers are using kitchen roll products as alternative to cloths, brands targeting the cleaning occasion more specifically may be able to encourage spend.Richard Hopping
Household and Brand Analyst

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Toilet paper and kitchen roll creates growth
              • Figure 1: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
            • Kleenex reflects stagnancy in facial tissues
              • Figure 2: Brand shares in value sales of facial tissues, year ending November 2018
            • Regina responsible for growth of kitchen roll segment
              • Figure 3: Brand shares in value sales of kitchen roll, year ending November 2018
            • Essity switches focus from Velvet to Cushelle
              • Figure 4: Brand shares in value sales of toilet paper, year ending November 2018
            • Companies and brands
              • Kitchen/multipurpose paper accounts for nearly half of all launches
                • Figure 5: Launches of household paper products, by sub-category, 2014-18
              • The consumer
                • Household paper is the definition of a needs-based market
                  • Figure 6: Usage of household paper products in the last month, October 2016 and December 2018
                • Size of pack key to purchase
                  • Figure 7: Important factors when choosing toilet paper to buy, December 2018
                • Toilet roll market dependent on quality
                  • Figure 8: Toilet paper behaviours, December 2018
                • Tissues are often a distress purchase
                  • Figure 9: Facial tissues behaviours, December 2018
                • Kitchen roll is seen as a basic product where quality is less crucial
                  • Figure 10: Kitchen roll behaviours, December 2018
                • Net change in tissue purchase is zero
                  • Figure 11: Change in frequency of purchasing facial tissues, December 2018
                • Kitchen roll market provides opportunities for innovation
                  • Figure 12: Interest in household paper innovations, December 2018
                • Consumers expecting brands to source sustainably
                  • Figure 13: Attitudes towards household paper products, December 2018
                • What we think
                • Issues and Insights

                  • Driving growth in kitchen roll
                    • The facts
                      • The implications
                        • Differentiating through environmental means
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Toilet paper and kitchen roll creates growth
                                • Kitchen roll growth limited to select few
                                  • Multiples still the dominant channel
                                    • Consumer sentiment beginning to wane
                                    • Market Size and Forecast

                                      • Toilet paper and kitchen roll creates growth
                                        • Figure 14: UK retail value sales and forecast of household paper products, at current and constant prices, 2013-23
                                      • Cautious growth expected
                                        • Figure 15: Best- and worst-case forecast of UK retail value sales of household paper products, 2013-23
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Kitchen roll growth limited to select few
                                          • Figure 16: UK retail value sales of household paper products, by segment, 2016-18 (est)
                                        • Facial tissues sales remain stable
                                          • Cushelle activity drives toilet paper resurgence in 2018
                                          • Channels to Market

                                            • Multiples still the dominant channel
                                              • Figure 17: Retail value sales of household paper products, by outlet type, 2016-18 (est)
                                            • Discounters increase share of sales
                                              • Figure 18: Non-food products purchased at discounters in the last three months, June 2018
                                            • Online growth limited
                                            • Market Drivers

                                              • Increase in population will be influential
                                                • Figure 19: Trends in the age structure of the UK population, 2013-23
                                              • Consumer sentiment beginning to wane
                                                • Figure 20: Trends in consumer sentiment about their financial situation for the coming year, 2009-19
                                              • Kitchen roll used as alternatives to cloths
                                                • Kitchen roll brands have opportunity to capitalise on flu outbreaks
                                                  • Potential wet wipe ban to have knock-on effect on paper products
                                                    • Health and wellness on the agenda
                                                    • Companies and Brands – What You Need to Know

                                                      • Essity switches focus from Velvet to Cushelle
                                                        • Regina responsible for growth of kitchen roll segment
                                                          • Kleenex reflects stagnancy in facial tissues
                                                            • Kitchen/multipurpose paper accounts for nearly half of all launches
                                                              • Toilet roll focus increases adspend on 2017 levels
                                                                • Market leading brands continue to enjoy strong brand image
                                                                • Market Share

                                                                  • Essity switches focus from Velvet to Cushelle
                                                                    • Petal and own-label on the rise
                                                                      • Figure 21: Brand shares in value sales of toilet paper, years ending November, 2017 and 2018
                                                                    • Regina responsible for growth of kitchen roll segment
                                                                      • Own-label benefits from consumers’ price focus
                                                                        • Figure 22: Brand shares in value sales of kitchen roll, years ending November, 2017 and 2018
                                                                      • Kleenex reflects stagnancy in facial tissues
                                                                        • Figure 23: Brand shares in value sales of facial tissues, years ending November, 2017 and 2018
                                                                    • Launch Activity and Innovation

                                                                      • NPD falls on 2017 levels
                                                                        • Figure 24: Launches of household paper products, by sub-category, 2014-18
                                                                      • Brands focus on refreshing and updating lines
                                                                        • Figure 25: Launches of household paper products, by launch type, 2014-18
                                                                      • Lack of innovation provides an opportunity for first movers
                                                                        • Figure 26: Examples of new products in the household paper sector, 2018
                                                                      • Facial tissues market driven by own-label
                                                                        • Figure 27: Proportion of new household paper products launches, by own-label vs branded, 2014-18
                                                                        • Figure 28: Examples of own-label launches in the household paper sector, 2018
                                                                      • Sofidel most active company
                                                                        • Figure 29: New product launches in the household paper products market, % share by ultimate company (top 13 and other), 2018
                                                                      • Kimberly Clark’s Kleenex one of the few brands to engage with tissues
                                                                        • Figure 30: Examples of Kimberly-Clark facial tissue launches under its Kleenex brand, 2018
                                                                      • Essity pushes Plenty and Cushelle brands
                                                                        • Environment key to on-pack claims
                                                                          • Figure 31: Leading claims on launches of household paper products (based on 2018), 2017-18
                                                                        • Easy open packs increase in prominence
                                                                        • Advertising and Marketing Activity

                                                                          • Added focus on toilet roll means adspend rises
                                                                            • Figure 32: Total above-the line, online display and direct mail advertising expenditure on household paper products, 2015-18
                                                                          • Essity’s Cushelle push is influential
                                                                            • Figure 33: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products, by top advertisers for 2018, 2017-18
                                                                            • Figure 34: Cushelle Quilted TV advert, March 2018
                                                                          • Smaller players are becoming more active
                                                                            • Figure 35: The Cheeky Panda TV ad campaign, October 2018
                                                                          • Market is almost exclusively TV driven
                                                                            • Figure 36: Recorded above-the-line, online display and direct mail total advertising expenditure on household paper products, by media type, 2018
                                                                            • Figure 37: Ad campaign for Plenty Handy Towels, October 2018
                                                                          • Andrex highlights toilet conditions around the world
                                                                            • Figure 38: Andrex and WaterAid’s installation at Shoreditch Boxpark, November 2018
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 39: Attitudes towards and usage of selected brands, November 2018
                                                                              • Key brand metrics
                                                                                • Figure 40: Key metrics for selected brands, November 2018
                                                                              • Plenty seen as innovative
                                                                                • Figure 41: Attitudes, by brand, November 2018
                                                                              • Andrex advertising leads to fun image
                                                                                • Figure 42: Brand personality – macro image, November 2018
                                                                              • Nicky most likely to be seen as basic
                                                                                • Figure 43: Brand personality – micro image, November 2018
                                                                              • Brand analysis
                                                                                • Andrex has universal appeal
                                                                                  • Figure 44: User profile of Andrex, November 2018
                                                                                • Kleenex most likely to be seen as caring about health
                                                                                  • Figure 45: User profile of Kleenex, November 2018
                                                                                • Plenty’s innovative image continued by Handy Towels launch
                                                                                  • Figure 46: User profile of Plenty, November 2018
                                                                                • Velvet has had a turbulent 2018
                                                                                  • Figure 47: User profile of Velvet, November 2018
                                                                                • Regina’s image does not limit growth
                                                                                  • Figure 48: User profile of Regina, November 2018
                                                                                • Nicky’s NPD may start to turn around negative image
                                                                                  • Figure 49: User profile of Nicky, November 2018
                                                                              • The Consumer – What You Need to Know

                                                                                • Household paper is the definition of a needs-based market
                                                                                  • Size of pack key to purchase
                                                                                    • Toilet roll market dependent on quality
                                                                                      • Net change in tissue purchase is zero
                                                                                        • Kitchen roll market provides opportunities for innovation
                                                                                          • Consumers expecting brands to source sustainably
                                                                                          • Usage and Purchase of Household Paper Products

                                                                                            • Household paper is the definition of a needs-based market
                                                                                              • Figure 50: Usage of household paper products in the last month, October 2016 and December 2018
                                                                                            • Napkins have seen the largest decline in usage
                                                                                              • Figure 51: Purchase of household paper products, December 2018
                                                                                          • Important Factors When Choosing Toilet Paper

                                                                                            • Size of pack key to purchase
                                                                                              • Figure 52: Important factors when choosing toilet paper to buy, December 2018
                                                                                            • Several brands increasing composition to four-ply
                                                                                              • Figure 53: Examples of toilet paper launches with 4-ply paper, 2017-18
                                                                                            • Importance of quilted affects toilet paper market in 2018
                                                                                            • Household Paper Product Behaviours

                                                                                              • Toilet roll market dependent on quality
                                                                                                • Figure 54: Toilet paper behaviours, December 2018
                                                                                                • Figure 55: Examples of own-label toilet paper launches featuring coconut oil, 2017-18
                                                                                              • Tissues are often a distress purchase
                                                                                                • Figure 56: Facial tissues behaviours, December 2018
                                                                                              • Kitchen roll is seen as a basic product where quality is less crucial
                                                                                                • Figure 57: Kitchen roll behaviours, December 2018
                                                                                            • Change in Purchase Frequency of Facial Tissues

                                                                                              • Net change in tissue purchase is zero
                                                                                                • Figure 58: Change in frequency of purchasing facial tissues, December 2018
                                                                                              • Younger people starting from a lower base
                                                                                                • Figure 59: Net percentage point change in purchase frequency of facial tissues, by age, December 2018
                                                                                              • Online shoppers likely to buy more frequently
                                                                                              • Interest in Household Paper Innovations

                                                                                                • Kitchen roll market provides opportunities for innovation
                                                                                                  • Figure 60: Interest in household paper innovations, December 2018
                                                                                                • Consumers looking for cleaning wipe alternatives
                                                                                                  • Younger groups interest in added value tissues
                                                                                                    • Toilet paper for outside the home interests a significant minority
                                                                                                      • Subscription services of limited mass appeal
                                                                                                      • Attitudes towards Household Paper Products

                                                                                                        • Consumers expecting brands to source sustainably
                                                                                                          • Figure 61: Attitudes towards household paper products, December 2018
                                                                                                        • Environment focus could shift usage habits
                                                                                                          • Figure 62: Examples of The Cheeky Panda launches, 2018
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Forecast methodology
                                                                                                              • Appendix – The Market

                                                                                                                  • Figure 63: UK retail value sales and forecast of toilet paper, at current and constant prices, 2013-23
                                                                                                                  • Figure 64: UK retail value sales and forecast of kitchen roll, at current and constant prices, 2013-23
                                                                                                                  • Figure 65: UK retail value sales and forecast of facial tissues, at current and constant prices, 2013-23