Household Paper Products Market in UK @ http://www.researchmoz.us/household-paper-products-uk-february-2014-report.html While their position as essential household items means that sales of household paper products are protected to a certain extent, a high level of promotional activity by brands and consumer determination to get the best deal have led to a decline in value sales. Brands looking to bolster sales of household paper products should now look to address the key issues in the market, further engaging consumers over matters such as the environment and the benefits of value-added products.

1. Household Paper Products - UK - February 2014
While their position as essential household items means that sales of household paper products are protected to a certain extent, a high level of promotional
activity by brands and consumer determination to get the best deal have led to a decline in value sales. Brands looking to bolster sales of household paper
products should now look to address the key issues in the market, further engaging consumers over matters such as the environment and the benefits of
value-added products.
table Of Content
introduction
definition
abbreviations
executive Summary
value Sales Decline In 2013
figure 1: Best- And Worst-case Forecast Of Uk Sales Of Household Paper Products*, 2008-18
household And Population Growth To Bolster Market
own-label Loses Market Share
figure 2: New Product Launches In The Household Paper Products Market, % Share By Own-label/branded, 2009-13
npd Activity Equally Split Across Segments
figure 3: New Product Launches In The Household Paper Products Market, % Share By Product Type, 2009-13
buying And Usage Behaviour
figure 4: Buying And Usage Behaviour For Household Paper Products, November 2013
significant Interest In Products For Cleaning Up After Pets
figure 5: Attitudes Towards Household Paper Products, November 2013
consumers Seek More Durable Kitchen Towel
figure 6: Interest In Product Features For Household Paper Products, November 2013
what We Think
issues In The Market
how Can Brands Offering Moist Toilet Tissue Appeal To A Wider Demographic?
in What Way Could Brands Do More To Highlight Their Environmental And Ethical Stance?
how Can Own-label Brands Regain Market Share?
how Can Facial Tissue Brands Reduce Product Substitution?
trend Application
trend: Minimize Me
trend: Creature Comfort
mintel Futures: Brand Intervention
market Drivers
key Points
more Households Means More Toilets And Kitchens
figure 7: Uk Households, By Size, 2008-18
growth In Population Size To Spur On The Market
figure 8: Trends In The Age Structure Of The Uk Population, 2008-18
roughly Half Of Households Have Just One Toilet
figure 9: Breakdown Of The Number Of Toilets In Homes In The Uk, August 2013
consumers Remain Financially Cautious
figure 10: Gdp Quarterly Percentage Change, Q1 2009-q3 2013
cold And Flu Season Presents Antibacterial Opportunities To The Facial Tissues Market
Household Paper Products - UK - February 2014

2. figure 11: Ailments Suffered In The Last 6 Months, January 2013
who’s Innovating?
key Points
npd Activity Equally Split Across Segments
figure 11: New Product Launches In The Household Paper Products Market, % Share By Product Type, 2009-13
own-label Vs Branded
figure 12: New Product Launches In The Household Paper Products Market, % Share By Own-label/branded, 2009-13
figure 13: Examples Of Own-label Household Paper Products Launched In The Uk, 2013
new Varieties/range Extensions Drive Launch Activity
figure 14: New Product Launches In The Uk Household Paper Products Market, % Share By Launch Type, 2009-13
figure 15: Examples Of New Product Launches In The Uk Kitchen Towel Segment, 2013
own-label Accounts For Higher Share Of Range Extensions
figure 16: New Product Launches In The Uk Household Paper Products Market, % Share Of Launch Type By Own-label Vs Branded, 2013
figure 18: Examples Of Own-label New Variety/range Extension Household Paper Product Launches In The Uk, 2013
supermarkets Remain Dominant Contributors To Launch Activity
figure 19: New Product Launches In The Household Paper Products Market, % Share By Top 10 Companies, 2013
figure 20: Examples Of Household Paper Products Launched By Tesco, Waitrose And Wilkinson In The Uk, 2013
figure 21: Examples Of Household Paper Products Launched By Sca Hygiene And Kimberly-clark In The Uk, 2013
figure 22: Examples Of Household Paper Products Launched By Retailers In The Uk, 2013
environmentally Friendly Claims Remain Dominant
figure 23: New Product Launches In The Household Paper Products Market, % Share By Claim, 2009-13
figure 24: New Product Launches In The Household Paper Products Market Carrying Environmentally Friendly Product Claim, 2013
toilet Tissue Moistening Spray
market Size And Forecast
key Points
decline In Value Sales Growth In 2013
figure 25: Uk Retail Value Sales And Forecast Of Household Paper Products*, At Current And Constant Prices, 2008-18
the Future
figure 26: Best- And Worst-case Forecast Of Uk Sales Of Household Paper Products*, 2008-18
research Methodology
segment Performance
key Points
toilet Tissue; The Core Segment
figure 27: Uk Retail Sales Of Household Paper Products, By Sector, 2011-13
value Sales Of Toilet Tissue Slide
kitchen Towel Value Sales Fall
facial Tissues Enjoy Marginal Growth
market Share
key Points
own-label Continues To Lose Market Share
figure 28: Brand Shares In Uk Value Sales Of Toilet Tissue, Years Ending November 2012 And 2013
figure 29: Examples Of Products Launched By Sca Hygiene In The Uk Toilet Tissue Segment, 2013
plenty Increases Market Share
figure 30: Brand Shares In Uk Value Sales Of Kitchen Towels, Years Ending November 2012 And 2013
figure 31: Examples Of Products Launched By Sca Hygiene And Intertissue Sofidel In The Uk Kitchen Towel Segment, 2013
kleenex Leads Facial Tissue Sales
figure 32: Brand Shares In Uk Value Sales Of Facial Tissues, Years Ending November 2012 And 2013
companies And Products
Household Paper Products - UK - February 2014

3. kimberly-clark
figure 33: New Product Launches By Kimberly-clark In The Uk Household Paper Products Market, 2013
sca Hygiene
figure 34: New Product Launches By Sca Hygiene In The Uk Household Paper Products Market, 2013
intertissue Sofidel Group
figure 35: New Product Launches By Intertissue In The Uk Household Paper Products Market, 2013
consuma
figure 36: New Product Launches By Consuma In The Uk Household Paper Products Market, 2013
accrol Papers
caspari
talking Tables
duni
brand Research
brand Map
figure 37: Attitudes Towards And Usage Of Brands In The Household Paper Products Sector, October 2013
correspondence Analysis
brand Attitudes
figure 38: Attitudes, By Household Paper Products Brand, October 2013
brand Personality
figure 39: Household Paper Products Brand Personality – Macro Image, October 2013
figure 40: Household Paper Products Brand Personality – Micro Image, October 2013
brand Experience
figure 41: Household Paper Products Brand Usage, October 2013
figure 42: Satisfaction With Various Household Paper Products Brands, October 2013
figure 43: Consideration Of Household Paper Products Brands, October 2013
figure 44: Consumer Perceptions Of Current Household Paper Products Brand Performance, October 2013
brand Index
figure 45: Household Paper Products Brand Index, October 2013
target Group Analysis
figure 46: Target Groups, October 2013
figure 47: Household Paper Products Brand Usage, By Target Groups, October 2013
group One – Conformists
group Two – Simply The Best
group Three – Shelf Stalkers
group Four – Habitual Shoppers
group Five – Individualists
brand Communication And Promotion
key Points
adspend Inched Up In 2013
figure 48: Main Media Advertising Expenditure On Household Paper Products, 2009-13
figure 49: Main Media Advertising Expenditure On Household Paper Products, By Segment, 2009-13
sca Hygiene Remains The Leading Advertiser
figure 50: Main Media Advertising Expenditure On Household Paper Products, By Selected Advertisers, 2009-13
andrex Drives Toilet Tissue Advertising
figure 51: Main Media Advertising Expenditure On Toilet Rolls And Moist Toilet Tissue, By Selected Advertisers, 2009-13
figure 52: Main Media Advertising Expenditure On Toilet Rolls And Moist Toilet Tissue, By Brand (top Six And Other), 2013
plenty The Key Advertiser In The Kitchen Towel Segment
figure 53: Main Media Advertising Expenditure On Kitchen Towel, By Selected Advertisers, 2009-13
figure 54: Main Media Advertising Expenditure On Kitchen Towel, By Brand (top Five And Other), 2013
kleenex Dominates Facial Tissue Adspend
figure 55: Main Media Advertising Expenditure On Facial Tissues, By Selected Advertisers, 2009-13
figure 56: Main Media Advertising Expenditure On Facial Tissues, By Brand, 2013
television The Main Media Channel
figure 57: Main Media Advertising Expenditure On Household Paper Products, By Media Type, 2009-13
channels To Market
key Points
Household Paper Products - UK - February 2014

4. supermarkets Remain Dominant Distribution Channel
figure 58: Uk Retail Value Sales Of Household Paper Products, By Outlet Type, 2011-13
discount Stores Capture Market Share
the Consumer – Usage Of Household Paper Products
key Points
toilet And Facial Tissues Receive High Levels Of Usage
figure 59: Usage Of Household Paper Products, November 2013
moist Toilet Tissue More Popular With Younger Consumers
figure 60: Usage Of Household Paper Products, Toilet Paper/tissue And Moist Toilet Tissue, By Age, November 2013
kitchen Towel The Most Versatile Household Paper Product
figure 61: Uses For Household Paper Products, November 2013
toilet Paper/tissue Used By Seven In 10 For Blowing Nose
figure 62: Uses For Toilet Paper/tissue Products For Wiping Spills, By Age Of Children Present In Household, November 2013
facial Tissue Substitution
figure 63: Examples Of Facial Tissue Product Launches With Added Benefits, 2012-13
the Consumer – Factors Influencing Choice
key Points
quality And Cost Are The Key Influencers When Buying Household Paper Products
figure 64: Factors Important When Buying Household Paper Products, November 2013
older Consumers Register As More Brand-loyal In The Toilet Paper/tissue And Kitchen Roll Segments
figure 65: Factors Important When Buying Toilet Paper/tissue And Kitchen Roll, ‘brands I Like’, By Age, November 2013
environment Is A Consideration For Roughly One In Five
added Benefits The Key To Brand Differentiation
younger Consumers Show Interest In Scented Facial Tissues
figure 66: Factors Important When Buying Facial Tissues, Influence By Scented Products, By Age, November 2013
customised Napkins Could Add Excitement To The Market
the Consumer – Buying And Usage Behaviour
key Points
consumers Prioritise Value Over The Environment
figure 67: Buying And Usage Behaviour For Household Paper Products, November 2013
consumers Keen To Stock Up On Household Paper Products
figure 68: Agreement With The Statement “i Tend To Stock Up On Household Paper Products”, By Age And Socio-economic Group, November
2013
women Significantly More Likely To Carry Tissues When Out And About
figure 69: Agreement With The Statement “i Tend To Carry Tissues When Out And About”, By Gender And Age Group, November 2013
people Prioritise Value Over The Environment
interest In Facial Tissues For Removing Make-up
figure 70: Products Launched By Kleenex Specifically Designed To Help Remove Make-up, 2011
the Consumer – Attitudes Towards Household Paper Products
key Points
hygiene Versus The Environment
figure 71: Attitudes Towards Household Paper Products, November 2013
kitchen Paper Popular For Cleaning Up After Pets
figure 72: Agreement With The Statement “kitchen Paper Is Convenient For Cleaning Up After Pets”, By Age, November 2013
kitchen Towel On The Go
older Consumers Show Concern For The Ecological Impact Of Household Paper Products
figure 73: Agreement With The Statements “i Am Concerned About The Effect Moist Toilet Tissue Has On The Sewer System When Flushed”
And “i Try To Limit My Use Of Paper Products As It’s Better For The Environment”, By Age, November 2013
the Consumer – Interest In Product Features
Household Paper Products - UK - February 2014

5. key Points
opportunity For More Durable Kitchen Roll
figure 74: Interest In Product Features For Household Paper Products, November 2013
moist Kitchen Towel To Go?
more Storage Options
intimate Paper Products Appeal To Both Genders
combined Toilet Tissue And Moist Toilet Tissue Products
appendix – Market Drivers
figure 75: Number Of Toilets In Home, By Demographics, August 2013
appendix – Who’s Innovating?
figure 76: New Product Launches In The Household Paper Products Market, % Share By Top 20 Companies, 2009-13
appendix – Segment Performance
toilet Tissue Segment
figure 77: Uk Retail Value Sales Of Toilet Tissue, At Current And Constant Prices, 2008-18
figure 78: Uk Retail Value Sales Of Toilet Tissue, At Current Prices, 2008-18
kitchen Paper/roll Segment
figure 79: Uk Retail Value Sales Of Kitchen Towels, At Current And Constant Prices, 2008-18
figure 80: Uk Retail Value Sales Of Kitchen Tissue, At Current Prices, 2008-18
facial Tissue Segment
figure 81: Uk Retail Value Sales Of Facial Tissues, At Current And Constant Prices, 2008-18
figure 82: Uk Retail Value Sales Of Facial Tissue, At Current Prices, 2008-18
appendix – Brand Research
figure 83: Brand Usage, October 2013
figure 84: Brand Commitment, October 2013
figure 85: Brand Momentum, October 2013
figure 86: Brand Diversity, October 2013
figure 87: Brand Satisfaction, October 2013
figure 88: Brand Attitude, October 2013
figure 89: Brand Image – Macro Image, October 2013
figure 90: Brand Image – Micro Image, October 2013
figure 91: Profile Of Target Groups, By Demographics, October 2013
figure 92: Psychographic Segmentation, By Target Groups, October 2013
figure 93: Brand Usage, By Target Groups, October 2013
brand Index
figure 94: Brand Index, October 2013
appendix – Brand Communication And Promotion
figure 95: Main Media Advertising Expenditure On Household Paper Products, By Top Advertiser And Brand, 2009-13
figure 96: Main Media Advertising Expenditure On Household Paper Products, By Top Advertiser And Brand, 2009-13 (continued)
figure 97: Main Media Advertising Expenditure On Household Paper Products, By Top Advertiser And Brand, 2009-13 (continued)
appendix – The Consumer – Usage Of Household Paper Products
figure 98: Usage Of Household Paper Products, November 2013
figure 99: Usage Of Household Paper Products, By Most Popular Usage Of Household Paper Products, November 201
figure 100: Usage Of Household Paper Products, By Next Most Popular Usage Of Household Paper Products, November 2013
figure 101: Most Popular Uses For Toilet Paper/tissue Products, By Demographics, November 2013
Household Paper Products - UK - February 2014

6. figure 102: Next Most Popular Uses For Toilet Paper/tissue Products, By Demographics, November 2013
figure 103: Most Popular Uses For Kitchen Roll Products, By Demographics, November 2013
figure 104: Next Most Popular Uses For Kitchen Roll Products, By Demographics, November 2013
figure 105: Most Popular Uses For Facial Tissue Products, By Demographics, November 2013
figure 106: Next Most Popular Uses For Facial Tissue Products, By Demographics, November 2013
figure 107: Most Popular Uses For Paper Napkins/serviettes, By Demographics, November 2013
figure 108: Next Most Popular Uses For Paper Napkins/serviettes, By Demographics, November 2013
figure 109: Usage Of Household Paper Products, By Most Popular Usage Of Household Paper Products, November 2013
figure 110: Usage Of Household Paper Products, By Next Most Popular Usage Of Household Paper Products, November 2013
figure 111: Uses For Household Paper Products, November 2013
appendix – The Consumer – Factors Influencing Choice
figure 112: Factor Important When Buying Household Paper Products, November 2013
figure 113: Most Popular Factor Important When Buying Toilet Paper/tissue, By Demographics, November 2013
figure 114: Next Most Popular Factor Important When Buying Toilet Paper/tissue, By Demographics, November 2013
figure 115: Most Popular Factor Important When Buying Kitchen Roll, By Demographics, November 2013
figure 116: Next Most Popular Factor Important When Buying Kitchen Roll, By Demographics, November 2013
figure 117: Most Popular Factor Important When Buying Facial Tissues, By Demographics, November 2013
figure 118: Next Most Popular Factor Important When Buying Facial Tissues, By Demographics, November 2013
figure 119: Most Popular Factor Important When Buying Paper Napkins/serviettes, By Demographics, November 2013
figure 120: Next Most Popular Factor Important When Buying Paper Napkins/serviettes, By Demographics, November 2013
appendix – The Consumer – Buying And Usage Behaviour
figure 121: Buying Behaviour For Household Paper Products, November 2013
figure 122: Most Popular Buying Behaviour For Household Paper Products, By Demographics, November 2013
figure 123: Next Most Popular Buying Behaviour For Household Paper Products, By Demographics, November 2013
appendix – The Consumer – Attitudes Towards Household Paper Products
figure 124: Attitudes Towards Household Paper Products, November 2013
figure 125: Most Popular Attitudes Towards Household Paper Products, By Demographics, November 2013
figure 126: Next Most Popular Attitudes Towards Household Paper Products, By Demographics, November 2013
appendix – The Consumer – Interest In Product Features
figure 127: Interest In Product Features For Household Paper Products, November 2013
figure 128: Most Popular Interest In Product Features For Household Paper Products, By Demographics, November 2013
figure 129: Next Most Popular Interest In Product Features For Household Paper Products, By Demographics, November 2013
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Household Paper Products - UK - February 2014