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Household Paper Products - UK - February 2011

ISSUES IN THE MARKET
Key themes
Definition
Abbreviations
FUTURE OPPORTUNITIES
Trend: Extend My Brand
Trend: Premiumisation and Indulgence
MARKET IN BRIEF
Slowdown in market growth
NPD by big brands limits trading down
Rebranding of SCA-owned brands
Kleenex strengthens position
Strong own-label activity
High usage, but room to grow facial tissues
Lack of consumer engagement in sector
Steady growth expected in short term
INTERNAL MARKET ENVIRONMENT
Key points
Fewer willing to pay more to be green
Figure 1: British environmental credentials, 2005-10
More bathrooms means more toilet rolls in use
Figure 2: Number of bathrooms in the home, 2006-10
Jump in incidences of colds and flu boost tissues
Figure 3: Incidence of complaints in the last 12 months, 2005-10
Increased focus on special offers
Figure 4: Agreement with statements about shopping, brands and own-label, 2005-10
Rising cost of pulp and energy pushes up retail prices
Figure 5: Annual percentage change in consumer prices for non-durable household goods (not seasonally adjusted), 2008-10
BROADER MARKET ENVIRONMENT
Key points
More cooking a boost for kitchen roll
Figure 6: Agreement with statements about home, family and cooking, 2005-10
Hygiene issues high on the agenda
Household budgets under pressure
Figure 7: GDP, PDI and consumer expenditure, at current prices, 2005-15
More households means more toilets
Figure 8: UK households, by size, 2005-15
Growth in child population to boost toilet tissue
Figure 9: Trends in the age structure of the UK population, 2005-15
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Environment a big focus of attention
Figure 10: New product launches in the UK household paper products market, % share by leading claims, 2008-10
Brands accounts for bulk of new launches
Figure 11: New product launches in the UK household paper products market, % share branded vs. own-label, 2008-10
Figure 12: New product launches, % share by Top 10 companies in the UK household paper products market, 2008-10
Mixture of new products and range extensions
Figure 13: New product launches in the UK household paper products market, % share by launch type, 2008-10
COMPETITIVE CONTEXT
Key points
Household care continues to see growth
Figure 14: The UK household care market, 2005-10
MARKET SIZE AND FORECAST
Key points
Growth slows in tougher economic times
Figure 15: UK retail sales of household paper products, 2005-15
Toilet tissue the biggest sector
Figure 16: UK retail sales of household paper products, by sector, 2005-10
The future
Figure 17: Forecast of UK retail sales of household paper products, at current prices, 2005-15
Forecast methodology
MARKET SEGMENTATION
Key points
Decline in toilet tissue growth
Figure 18: UK retail value sales of toilet tissue, 2005-15
Shoppers cut back on kitchen towels
Figure 19: UK retail value sales of kitchen towels, 2005-15
Figure 20: UK retail value sales of kitchen towels, by sector, 2009-10
Swine flu boost to facial tissues
Figure 21: UK retail value sales of facial tissues, 2005-15
MARKET SHARE
Key points
Andrex maintains its strong lead
Figure 22: Brand shares in value sales of toilet tissue, 2008-10
Kitchen towels dominated by own-label
Figure 23: Brand shares in value sales of kitchen towels, 2008-10
Kleenex strengthens its position
Figure 24: Brand shares in value sales of facial tissues, 2008-10
COMPANIES AND PRODUCTS
Kimberly-Clark
Figure 25: Kimberly-Clark Ltd, financial performance, 2008-09
SCA Hygiene
Figure 26: SCA Hygiene Products UK Ltd, financial performance, 2008-09
Georgia-Pacific GB Ltd
Figure 27: Georgia-Pacific GB Ltd, financial performance, 2008-09
Intertissue Sofidel
Consuma
BRAND ELEMENTS
Brand map
Figure 28: Attitudes towards and purchase of household paper brands, January 2011
Brand attitudes
Figure 29: Attitudes by household paper brand, January 2011
Brand personality
Figure 30: Household paper brand personality – macro image, December 2010
Figure 31: Household paper brand personality – micro image, January 2011
Correspondence analysis
Brand experience
Figure 32: Household paper brand purchase, January 2011
Figure 33: Satisfaction with various household paper brands, January 2011
Figure 34: Consideration of household paper brands, January 2011
Figure 35: Consumer perceptions of current household paper brand performance, January 2011
Figure 36: Household paper brand recommendation – Net Promoter Score, December 2010
Brand index
Figure 37: Household paper brand index, January 2011
Figure 38: Household paper brand index vs. recommendation, December 2010
 TARGET GROUP ANALYSIS
Figure 39: Target groups, December 2010
Figure 40: Household paper brand usage by target groups, December 2010
Group One – The Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – The Individualists
BRAND COMMUNICATION AND PROMOTION
Key points
Significant increase in advertising in 2010
Figure 41: Main media advertising expenditure on household paper products, 2006-10
Figure 42: Main media advertising expenditure on household paper products, by sector, 2006-10
SCA the biggest overall spender
Figure 43: Main media advertising expenditure on toilet tissues, by advertiser, 2006-10
Figure 44: Main media advertising expenditure on toilet tissue brands, by type of advertiser, 2010
Plenty dominates kitchen towels advertising
Figure 45: Main media advertising expenditure on kitchen towels and facial tissues, by advertiser, 2006-10
TV most important to biggest advertisers
CHANNELS TO MARKET
Key points
Grocery multiples dominate sales
Figure 46: Retail distribution of household paper products, 2008-10
Value retailers grow sales in recession
CONSUMER – USE OF TOILET TISSUE AND FACIAL TISSUES
Key points
 TOILET TISSUE
Heavy usage biased towards families
Figure 47: Usage of toilet paper, by number of rolls used each month, 2005-10
Growth in usage of non-standard products
Figure 48: Type of toilet paper used, 2005-10
 FACIAL TISSUES
Shift towards pocket packs
Figure 49: Trends in usage of facial tissues, by number boxes or packs used each month, 2005-10
Standard tissues bought most often
Figure 50: Trends in types of tissues used, 2005-10
CONSUMER ATTITUDES AND BUYING BEHAVIOUR – TOILET TISSUE
Key points
One in four willing to pay more for quality
Figure 51: Agreement with statements on buying toilet paper, November 2010
Big focus on special offers
Recycled paper appeals to one in ten shoppers
Figure 52: Summary of characteristics of those agreeing with statements on buying toilet paper, November 2010
CONSUMER ATTITUDES AND BUYING BEHAVIOUR – KITCHEN TOWELS
Key points
Price the biggest factor driving of choice
Figure 53: Agreement with statements on buying kitchen towels, November 2010
Brand versus own-label dilemma
Getting value from special offers
Few other factors influencing choice
Environmental issues not high on the agenda
Kitchen roll for a variety of uses
Figure 54: Summary of characteristics of those agreeing with statements on buying kitchen roll, November 2010
CONSUMER ATTITUDES AND BUYING BEHAVIOUR – FACIAL TISSUES
Key points
Core group of brand loyalists
Figure 55: Agreement with statements on buying facial tissues, November 2010
Quality slightly more important than price
Branded quality but not at a higher price
Stocking up when on special offer
Encouraging more people to carry tissues
Niche segments have more potential
Figure 56: Summary of characteristics of those agreeing with statements on buying facial tissues, November 2010
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 57: British environmental credentials, by demographics, 2010
Figure 58: Bathrooms in home, by demographics, 2010
Figure 59: Incidence of complaints in the last 12 months, by demographics, 2010
Figure 60: Agreement with statements about shopping, brands and own-brands by demographics, 2010
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 61: Agreement with statements about home, family and cooking, by demographics, 2010
Figure 62: Agreement with statements about home, family and cooking, by demographics, 2010
APPENDIX – MARKET SIZE AND FORECAST
Figure 63: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2010-15
APPENDIX – MARKET SEGMENTATION
Figure 64: Forecast of UK retail sales of toilet tissue, at current prices, 2005-15
Figure 65: Best case/worst case forecast for UK retail sales of toilet tissue, at current prices, 2010-15
Figure 66: Forecast of UK retail sales of kitchen towels, at current prices, 2005-15
Figure 67: Best case/worst case forecast for UK retail sales of kitchen towels, at current prices, 2010-15
Figure 68: Forecast of UK retail sales of facial tissues, at current prices, 2005-15
Figure 69: Best case/worst case forecast for UK retail sales of facial tissues, at current prices, 2010-15
APPENDIX – CONSUMER – USE OF TOILET TISSUE AND FACIAL TISSUES
Figure 70: Usage of toilet paper in the last 12 months, by demographics, 2010
Figure 71: Usage of tissues in the last 12 months, by demographics, 2010
Figure 72: Usage of boxed tissues in the last 12 months, by demographics, 2010
Figure 73: Usage of pocket packs of tissues in the last 12 months, by demographics, 2010
APPENDIX – CONSUMER ATTITUDES AND BUYING BEHAVIOUR – TOILET TISSUE
Figure 74: Most popular statements on toilet papers, by demographics, November 2010
Figure 75: Next most popular statements on toilet papers, by demographics, November 2010
APPENDIX – CONSUMER ATTITUDES AND BUYING BEHAVIOUR – KITCHEN TOWELS
Figure 76: Most popular statements on kitchen roll, by demographics, November 2010
Figure 77: Next most popular statements on kitchen roll, by demographics, November 2010
APPENDIX – CONSUMER ATTITUDES AND BUYING BEHAVIOUR – FACIAL TISSUES
Figure 78: Most popular statements on facial tissues, by demographics, November 2010
Figure 79: Next most popular statements on facial tissues, by demographics, November 2010

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