Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2007-17
- Slowdown seen in total sales growth
- Increase in average prices being paid
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- Figure 2: Breakdown of retail value sales of household paper products, % share by segment, 2012
- Market factors
- More households to boost size of household paper market
- Fewer prepared to compromise or pay more to be green
- Companies, brands and innovation
- Branded products increase share in toilet tissue and kitchen towels
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- Figure 3: Estimated brand shares in value sales of toilet tissue, year ending November 2012
- Figure 4: Estimated brand shares in value sales of kitchen towels, year ending November 2012
- Kitchen towels see most new product new launches
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- Figure 5: New product launches in the household paper products market, % by product type, 2012
- SCA Hygiene tops advertising spending
- The consumer
- Usage of facial tissues far from universal
- Further potential for trading up in toilet tissue
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- Figure 6: Attitudes towards toilet paper, November 2012
- Limiting usage and buying thicker sheets in kitchen towels
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- Figure 7: Attitudes towards kitchen roll, November 2012
- Facial tissues for a variety of situations
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- Figure 8: Attitudes towards facial tissues, November 2012
- Number of new product opportunities
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- Figure 9: Interest in new household paper products, November 2012
- What we think
Issues in the Market
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- How can toilet tissue brands encourage more trading up?
- What added benefits are most likely to appeal to shoppers?
- How can product substitution drive growth in kitchen towels?
- What can facial tissue brands do to increase usage?
- What impact are environmental issues having on the market?
Trend Application
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- Trend: Mood to Order
- Trend: Perfecting the Details
- 2015 trend: East Meets West
Market Drivers
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- Key points
- Growth in the number of households
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- Figure 10: UK households, by size, 2007-17
- More bottoms in need of wiping
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- Figure 11: Trends in the age structure of the UK population, 2007-17
- Household budgets still under pressure
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- Figure 12: Trends in how respondents would describe their financial situation, February 2009-January 2013
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- Figure 13: Trends in the impact of the economic downturn on consumers, February 2009-January 2013
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- Figure 14: Trends in consumer sentiment for the coming year, February 2009-January 2013
- Greater focus on special offers
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- Figure 15: Agreement with statements about shopping, brands and own-label, 2007-12
- Fewer willing to make compromises for the environment
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- Figure 16: British environmental credentials, 2007-12
- Most homes have just one toilet
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- Figure 17: Number of bathrooms in the home, 2007-12
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- Figure 18: Breakdown of the number of toilets in homes in the UK, June 2012
- Amount of cooking influences use of kitchen towels
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- Figure 19: Agreement with statements about cooking and home entertaining, 2007-12
- Colds and flu increases usage of tissues
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- Figure 20: Incidence of complaints in the last 12 months, 2007-12
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Kitchen towels lead NPD activity
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- Figure 21: New product launches in the household paper products market, % by product type, 2008-12
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- Figure 22: New product launches in the household paper products market, % share by own-label/branded, 2008-12
- Leading supermarkets expand product offer
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- Figure 23: New product launches in the household paper products market, % share by company, 2008-12
- Environment dominates new product claims
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- Figure 24: New product launches in the household paper products market, % share by claim, 2008-12
- Focus on range extensions and new packaging
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- Figure 25: Product launches within the UK household paper products market, % by launch type, 2008-12
Market Size and Forecast
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- Key points
- Significant slowdown in sales growth
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- Figure 26: UK retail value sales and forecast of household paper products*, at current and constant prices, 2007-17
- Toilet tissue the biggest segment
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- Figure 27: UK retail sales of household paper products, by sector, 2007-12
- The future
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- Figure 28: Best- and worst-case forecast of UK sales of household paper products*, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Growth in toilet tissue down to moist sales
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- Figure 29: UK retail value sales of toilet tissue, at current and constant prices, 2007-17
- Small dip in sales of kitchen towels
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- Figure 30: UK retail value sales of kitchen towels, at current and constant prices, 2007-17
- Upturn in sales of facial tissues
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- Figure 31: UK retail value sales of facial tissues, at current and constant prices, 2007-17
Market Share
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- Key points
- Branded products taking sales from own-label
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- Figure 32: Brand shares in value sales of toilet tissue, years ending November 2011 and 2012
- Plenty stretches its lead in kitchen towels
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- Figure 33: Brand shares in value sales of kitchen towels, years ending November 2011 and 2012
- Own-label gains share in tissues
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- Figure 34: Brand shares in value sales of facial tissues, years ending November 2011 and 2012
Companies and Products
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- Kimberly-Clark
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- Figure 35: New product launches by Kimberly-Clark in the UK household paper products market, January-December 2012
- SCA Hygiene
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- Figure 36: New product launches by SCA Hygiene in the UK household paper products market, January-December 2012
- Georgia-Pacific GB
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- Figure 37: New product launches by Georgia-Pacific in the UK household paper products market, January-December 2012
- Intertissue – Sofidel Group
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- Figure 38: New product launches by Intertissue in the UK household paper products market, January-December 2012
- Accrol Papers
- Consuma
- Caspari
- Talking Tables
- Duni
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of brands in the household paper sector, November 2012
- Correspondence analysis
- Brand attitudes
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- Figure 40: Attitudes, by household paper brand, November 2012
- Brand personality
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- Figure 41: Household paper brand personality – macro image, November 2012
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- Figure 42: Household paper brand personality – micro image, November 2012
- Brand experience
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- Figure 43: Household paper brand usage, November 2012
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- Figure 44: Satisfaction with various household paper brands, November 2012
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- Figure 45: Consideration of household paper brands, November 2012
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- Figure 46: Consumer perceptions of current household paper brand performance, November 2012
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- Figure 47: Household paper brand recommendation – Net Promoter Score, November 2012
- Brand index
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- Figure 48: Household paper brand index, November 2012
- Figure 49: Household paper brand index vs. recommendation, November 2012
- Target group analysis
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- Figure 50: Target groups, November 2012
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- Figure 51: Household paper brand usage, by target groups, November 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Dip seen in 2012 advertising
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- Figure 52: Main media advertising expenditure on household paper products, 2008-12
- Figure 53: Main media advertising expenditure on household paper products, by product category, 2008-12
- SCA Hygiene remains leading advertiser
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- Figure 54: Main media advertising expenditure on household paper products, by advertiser, 2008-12
- Andrex the leading brand advertising campaign
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- Figure 55: Main media advertising expenditure on household paper products, by brand, 2011 and 2012
- Top two companies dominate toilet tissue advertising
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- Figure 56: Main media advertising expenditure on toilet rolls and moist toilet tissue, by advertiser, 2008-12
- Figure 57: Main media advertising expenditure on kitchen towels and tissues, by advertiser, 2008-12
- TV the preferred choice of media
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- Figure 58: Main media advertising expenditure on household paper products, by media type, 2008-12
Channels to Market
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- Key points
- Supermarkets dominate distribution
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- Figure 59: Retail distribution of household paper products, 2010-12
- Discount stores and chemists take small share
Usage and Buying of Household Paper Products
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- Key points
- Families with older children the heaviest users
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- Figure 60: Usage of toilet paper, by number of rolls used each month, 2007-12
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- Figure 61: Type of toilet paper used, 2007-12
- Three quarters of people use facial tissues
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- Figure 62: Usage of facial tissues, by number of boxes or pocket packs used each month, 2011 and 2012
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- Figure 63: Types of tissues used, standard vs. recycled, 2007-12
- Vast majority of homes buy kitchen roll
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- Figure 64: Buying household paper products, November 2012
Attitudes Towards Toilet Paper
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- Key points
- Four in ten think own-label as good as big brands
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- Figure 65: Attitudes towards toilet paper, November 2012
- Potential to encourage more trading up
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- Figure 66: Attitudes towards thicker and luxury toilet paper, by age, November 2012
- Moistened wipes have further growth potential
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- Figure 67: Interest in using moistened flushable wipes in addition to regular toilet paper, by age and household size, November 2012
- Using toilet paper for more than one purpose
- Few willing to pay more for recycled paper
Attitudes Towards Kitchen Roll
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- Key points
- Limiting usage of kitchen roll
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- Figure 68: Attitudes towards kitchen roll, November 2012
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- Figure 69: Limiting usage of kitchen roll, by age, November 2012
- Move towards ‘better value’ thicker kitchen roll
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- Figure 70: Attitudes towards buying thicker sheets of kitchen roll and preferring reusable cloths, by age, November 2012
- Emphasising hygiene and value
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- Figure 71: Using kitchen roll to clean the kitchen worktops because it’s more hygienic than using dishcloths or sponges, by age and presence of children, November 2012
- Quality required partly dependent on end use
- Texture less of an issue for recycled variants
Attitudes Towards Facial Tissues
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- Key points
- A third have tissues in more than one room
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- Figure 72: Attitudes towards facial tissues, November 2012
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- Figure 73: Usage of boxed tissues in the home, by age, November 2012
- In-car tissues a significant opportunity
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- Figure 74: Carrying tissues in pocket or bag and keeping them in the car, by gender and age, November 2012
- Low usage of added-value tissues for colds
- A fifth of buyers put value on strength and extra softness
- Limited consideration given to environmental issues
Interest in New Household Paper Products
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- Key points
- Opportunity for antibacterial kitchen roll
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- Figure 75: Interest in new household paper products, November 2012
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- Figure 76: Interest in kitchen roll with added benefits, by age and presence of children, November 2012
- Focusing on health and personal care
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- Figure 77: Interest in medicated toilet paper and facial tissues with homeopathic medicine, by age and presence of children, November 2012
- Adding scent to household paper products
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- Figure 78: Interest in added natural fragrances in kitchen towels and facial tissues, by age and household size, November 2012
- Taking paper towel dispensers into the home
Appendix – Market Drivers
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- Figure 79: British environmental credentials, by demographics, 2012
- Figure 80: Number of bathrooms in the home, by demographics, 2012
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- Figure 81: Incidence of complaints in the last 12 months, by demographics, 2012
- Figure 82: Agreement with statements about shopping, brands and own-label, by demographics, 2012
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- Figure 83: Agreement with statements about cooking and home entertaining, by demographics, 2012
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Appendix – Market Size and Forecast
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- Figure 84: Best- and worst-case forecast for UK retail sales of household paper products*, at current prices, 2012-17
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Appendix – Segment Performance
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- Figure 85: Best- and worst-case forecast for UK retail sales of toilet tissue, at current prices, 2012-17
- Figure 86: Best- and worst-case forecast for UK sales of toilet tissue, 2007-17
- Figure 87: Best- and worst-case forecast for UK retail sales of kitchen towels, at current prices, 2012-17
- Figure 88: Best- and worst-case forecast for UK sales of kitchen towels, 2007-17
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- Figure 89: Best- and worst-case forecast for UK retail sales of facial tissues, at current prices, 2012-17
- Figure 90: Best- and worst-case forecast for UK sales of facial tissues, 2007-17
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Appendix – Brand Research
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- Figure 91: Brand usage, November 2012
- Figure 92: Brand commitment, November 2012
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- Figure 93: Brand momentum, November 2012
- Figure 94: Brand diversity, November 2012
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- Figure 95: Brand satisfaction, November 2012
- Figure 96: Brand recommendation, November 2012
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- Figure 97: Brand attitude, November 2012
- Figure 98: Brand image – macro image, November 2012
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- Figure 99: Brand image – micro image, November 2012
- Figure 100: Profile of target groups, by demographics, November 2012
- Figure 101: Psychographic segmentation, by target groups, November 2012
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- Figure 102: Brand usage, by target groups, November 2012
- Brand index
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- Figure 103: Brand index, November 2012
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Appendix – Usage and Buying of Household Paper Products
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- Figure 104: Usage of toilet paper, by number of rolls used each month, by demographics, 2012
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- Figure 105: Usage of facial tissues, by number boxes used each month, by demographics, 2012
- Figure 106: Usage of facial tissues, by number of pocket packs used each month, by demographics, 2012
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- Figure 107: Types of tissues used, standard vs. recycled, by demographics, 2012
- Figure 108: Buying toilet paper, by demographics, November 2012
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- Figure 109: Buying kitchen roll, by demographics, November 2012
- Figure 110: Buying facial tissues, by demographics, November 2012
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- Figure 111: Buying paper napkins/serviettes, by demographics, November 2012
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Appendix – Attitudes Towards Toilet Paper
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- Figure 112: Attitudes towards toilet paper, by demographics, November 2012
- Figure 113: Attitudes towards toilet paper, by demographics, November 2012 (continued)
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Appendix – Attitudes Towards Kitchen Roll
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- Figure 114: Attitudes towards kitchen roll, by demographics, November 2012
- Figure 115: Attitudes towards kitchen roll, by demographics (continued), November 2012
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- Figure 116: Attitudes towards kitchen roll, by demographics, November 2012 (continued)
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Appendix – Attitudes Towards Facial Tissues
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- Figure 117: Attitudes towards facial tissues, by demographics, November 2012
- Figure 118: Attitudes towards facial tissues, by demographics, November 2012 (continued)
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- Figure 119: Attitudes towards facial tissues, by demographics, November 2012 (continued),
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Appendix – Interest in New Household Paper Products
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- Figure 120: Interest in new paper towel dispenser made for the car, by demographics, November 2012
- Figure 121: Interest in new medicated toilet paper to keep skin clean and healthy, by demographics, November 2012
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- Figure 122: Interest in new kitchen roll with disinfectant/antibacterial properties, by demographics, November 2012
- Figure 123: Interest in new kitchen roll with window cleaning solutions, by demographics, November 2012
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- Figure 124: Interest in new kitchen roll with natural fragrances, by demographics, November 2012
- Figure 125: Interest in new facial tissues with natural fragrances, by demographics, November 2012
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- Figure 126: Interest in new facial tissues treated with homeopathic medicine to help shorten the duration of a cold, by demographics, November 2012
- Figure 127: Interest in new disposable wipes or paper towels to be used in the shower instead of a wash cloth/flannel, by demographics, November 2012
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- Figure 128: Interest in new paper hand towels in a dispenser for the bathroom, by demographics, November 2012
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