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Household Paper Products - UK - February 2012

INTRODUCTION
Definition
Abbreviations
EXECUTIVE SUMMARY
The market
Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
Value sales growth, but decline in volumes
Toilet tissue accounts for two thirds of sales
Figure 2: UK retail value sales of household paper products, by sector, 2011
Market factors
Environmental issues a lower priority
More toilets, bottoms and noses
Cooking boosts sales of kitchen towels
Figure 3: Uses of kitchen roll, December 2011
Incidence of colds/flu a big seasonal factor
Costs to manufacturers still rising
Companies, brands and innovation
Andrex takes a third of toilet tissue sales
Figure 4: Estimated brand value shares in the toilet tissue market, 2011
Multi Cloth boosts Thirst Pockets sales
Figure 5: Estimated brand value shares in the kitchen towels market, 2011
Own-label increases NPD activity
Figure 6: New product launches in the household paper products market, % by product type, 2011
SCA the top advertiser
The consumer
Quality most important for toilet paper
Figure 7: Importance of quality and price when buying household paper products, December 2011
Own-brand preferred most in kitchen roll
Figure 8: Choosing well-known brands or own-brand when buying household paper products, December 2011
Special offers a big influence on choice
Figure 9: Importance of special offers when buying household paper products, December 2011
Softness biggest factor for toilet paper and tissues
Figure 10: Factors influencing choice of household papers products – softness, thickness, size and number of sheets, December 2011
Strength and absorbency for kitchen roll
Figure 11: Factors influencing choice of household papers products – strength, absorbency, design and other added benefits, December 2011
Kitchen roll one of life’s essentials
Figure 12: Attitudes towards household paper products, December 2011
What we think
ISSUES IN THE MARKET
How can brands drive value growth in toilet tissue sales?
What is the likely future shape of the kitchen towels market?
Why are facial tissues facing a big challenge to increase sales?
Are there limits to how much consumers can be persuaded trade up?
Why are environmental issues such a low priority to consumers?
FUTURE OPPORTUNITIES
Trend: Transumers
Trend: Life an informal affair
INTERNAL MARKET ENVIRONMENT
Key points
Environmental issues a lower priority for consumers
Figure 13: British environmental credentials, 2006-11
Number of bathrooms/toilets determines rolls in use
Figure 14: Number of bathrooms in the home, 2006-11
Figure 15: Breakdown of the number of toilets in homes in the UK, June 2011
Extreme weather pushes up incidence of colds and flu
Figure 16: Incidence of complaints in the last 12 months, 2006-11
Shoppers focusing more on special offers
Figure 17: Agreement with statements about shopping, brands and own-label, 2006-11
Higher pulp and energy prices
Figure 18: Producer price index for pulp, paper and paperboard (2005=100), Jan-Dec 2011
BROADER MARKET ENVIRONMENT
Key points
More households means more toilets
Figure 19: UK households, by size, 2006-16
Population growth will increase volume sales
Figure 20: Trends in the age structure of the UK population, 2006-16
Strong interest in cooking and entertaining
Figure 21: Agreement with statements about cooking and home entertaining, 2006-11
Marching home décor a lower priority
Figure 22: Agreement with statements about home improvements and décor, 2006-11
Household budgets still under pressure
Figure 23: Trends in how respondents would describe their financial situation, February 2009-December 2011
Figure 24: Trends in current financial situation compared with a year ago, July-December 2011
Growing concern about the future
Figure 25: Trends in the impact of the economic downturn on consumers, February 2009-December 2011
Figure 26: Trends in consumer sentiment for the coming year, February 2009-December 2011
STRENGTHS AND WEAKNESSES IN THE MARKET
Strengths
Weaknesses
WHO’S INNOVATING?
Key points
Increased activity in kitchen roll
Figure 27: New product launches in the household paper products market, % by product type, 2007-11
Figure 28: New product launches in the household paper products market, % share by own-label/branded, 2007-11
Top four supermarkets account for a third of launches
Figure 29: New product launches in the household paper products market, % share by company, 2007-11
Focusing on kitchen towels for cleaning
Environmental claims most common
Figure 30: New product launches in the household paper products market, % share by claim, 2007-11
Four in ten launches are new products
Figure 31: Product launches within the UK household paper products market, % by launch type, 2007-11
COMPETITIVE CONTEXT
Key points
Paper products outperform household care
Figure 32: Comparison of household paper products with other household care markets, 2006-11
MARKET SIZE AND FORECAST
Key points
Higher prices drive value growth
Figure 33: UK retail value sales and forecast of household paper products*, at current and constant prices, 2006-16
Toilet tissue accounts for two thirds of sales
Figure 34: UK retail sales of household paper products, by sector, 2006-11
The future
Figure 35: Best- and worst-case forecast of UK sales of household paper products*, 2006-16
Forecast methodology
MARKET SEGMENTATION
Key points
Toilet tissue shows solid value growth
Figure 36: UK retail value sales of toilet tissue, at current and constant prices, 2006-16
Trading up seen in the kitchen roll market
Figure 37: UK retail value sales of kitchen towels, at current and constant prices, 2006-16
Sales of facial tissues struggle during 2011
Figure 38: UK retail value sales of facial tissues, at current and constant prices, 2006-16
MARKET SHARE
Key points
Andrex maintains market leadership
Figure 39: Brand shares in value sales of toilet tissue, 2009-11
Innovation boosts brands in kitchen towels
Figure 40: Brand shares in value sales of kitchen towels, 2009-11
Brands taking a larger share of tissue market
Figure 41: Brand shares in value sales of facial tissues, 2009-11
COMPANIES AND PRODUCTS
Kimberly-Clark
Figure 42: New product launches by Kimberly-Clark in the UK household paper products market, January-December 2011
SCA Hygiene
Figure 43: New product launches by SCA Hygiene in the UK household paper products market, January-December 2011
Georgia-Pacific GB Ltd
Figure 44: New product launches by Georgia-Pacific in the UK household paper products market, January-December 2011
Intertissue Sofidel
Figure 45: New product launches by Intertissue in the UK household paper products market, January-December 2011
Consuma
Caspari
Talking Tables
Duni
BRAND RESEARCH
Brand map
Figure 46: Attitudes towards and usage of brands in the household paper sector, December 2011
Correspondence analysis
Brand attitudes
Figure 47: Attitudes by household paper brand, December 2011
Brand personality
Figure 48: Household paper brand personality – macro image, December 2011
Figure 49: Household paper brand personality – micro image, December 2011
Brand experience
Figure 50: Household paper brand usage, December 2011
Figure 51: Satisfaction with various household paper brands, December 2011
Figure 52: Consideration of household paper brands, December 2011
Figure 53: Consumer perceptions of current household paper brand performance, December 2011
Figure 54: Household paper brand recommendation – Net Promoter Score, December 2011
Brand index
Figure 55: Household paper brand index, December 2011
Figure 56: Household paper brand index vs. recommendation, December 2011
Target group analysis
Figure 57: Target groups, December 2011
Figure 58: Household paper brand usage, by target groups, December 2011
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
Strong increase in total advertising
Figure 59: Main media advertising expenditure on household paper products, 2007-11
Figure 60: Main media advertising expenditure on household paper products, by product category, 2007-11
SCA Hygiene the biggest advertiser
Figure 61: Main media advertising expenditure on household paper products, by advertiser, 2007-11
Cushelle the biggest campaign of 2011
Figure 62: Main media advertising expenditure on household paper products, by brand, 2010 and 2011
Reduction in 2011 advertising for Andrex
Figure 63: Main media advertising expenditure on toilet rolls and moist toilet tissue, by advertiser, 2007-11
Figure 64: Main media advertising expenditure on kitchen towels and tissues, by advertiser, 2007-11
TV advertising dominates spending
Figure 65: Main media advertising expenditure on household paper products, by media type, 2007-11
CHANNELS TO MARKET
Key points
Grocery multiples dominate
Figure 66: Retail distribution of household paper products, 2009-11
Tissues have significant presence in chemists
USAGE OF HOUSEHOLD PAPER PRODUCTS
Key points
Three in ten people heavy users of toilet paper
Figure 67: Usage of toilet paper, by number of rolls used each month, 2006-11
Standard toilet paper dominates
Figure 68: Type of toilet paper used, 2006-11
Facial tissues used by three quarters of people
Figure 69: Usage of facial tissues, by number boxes or pocket packs used each month, 2011
Figure 70: Types of tissues used, standard vs. recycled, 2006-11
Vast majority of homes buy kitchen roll
Figure 71: Purchasing of household paper products, December 2011
Kitchen roll used for a range of household tasks
Figure 72: Uses of kitchen roll, December 2011
BUYING BEHAVIOUR
Key points
Quality most important for toilet paper
Figure 73: Attitudes towards buying household paper products, by type, December 2011
Own-brand has the biggest presence in kitchen roll
Special offers have a big influence on choice
Women make a bigger effort to save money
Figure 74: Influence of price and special offers on buying toilet paper, by gender, December 2011
Over-45s most brand loyal for toilet paper
Figure 75: Importance of brand when buying toilet paper, by gender, December 2011
Supermarket shoppers buying some products at discount outlets
FACTORS INFLUENCING CHOICE
Key points
Softness biggest factor for toilet paper and tissues
Figure 76: Factors influencing choice of household paper products, December 2011
Number of sheets more important than size of them
Absorbency and strength the biggest issues for kitchen roll
Colours/patterns biggest factor for paper napkins
Added benefits important for facial tissues
ATTITUDES TOWARDS HOUSEHOLD PAPER PRODUCTS
Key points
Kitchen roll one of life’s essentials
Figure 77: Attitudes towards household paper products, December 2011
Room to grow sales of moistened toilet tissue
Colds spur purchases of medicated/anti-viral tissues
Matching room colours not that important
Getting the paper napkins out for special occasions
Four in ten prefer reusable cloth to kitchen roll
Toilet paper for noses as well as bottoms
Figure 78: Any agreement with statements on attitudes towards household paper products, December 2011
APPENDIX – INTERNAL MARKET ENVIRONMENT
Figure 79: British environmental credentials, by demographics, 2011
Figure 80: Number of bathrooms in the home, by demographics, 2011
Figure 81: Incidence of complaints in the last 12 months, by demographics, 2011
Figure 82: Agreement with statements about shopping, brands and own-label, by demographics, 2011
APPENDIX – BROADER MARKET ENVIRONMENT
Figure 83: Agreement with statements about home, family and cooking, by demographics, 2011
Figure 84: Agreement with statements about home, family and cooking, by demographics, 2011
APPENDIX – MARKET SIZE AND FORECAST
Figure 85: Best case/worst case forecast for UK retail sales of household paper products, at current prices, 2011-16
APPENDIX – MARKET SEGMENTATION
Figure 86: Forecast of UK retail sales of toilet tissue, at current prices, 2006-16
Figure 87: Best case/worst case forecast for UK retail sales of toilet tissue , at current prices, 2011-16
Figure 88: Forecast of UK retail sales of kitchen towels , at current prices, 2006-16
Figure 89: Best case/worst case forecast for UK retail sales of kitchen towels , at current prices, 2011-16
Figure 90: Forecast of UK retail sales of facial tissues , at current prices, 2006-16
Figure 91: Best case/worst case forecast for UK retail sales of facial tissues , at current prices, 2011-16
APPENDIX – BRAND RESEARCH
Figure 92: Brand usage, December 2011
Figure 93: Brand commitment, December 2011
Figure 94: Brand momentum, December 2011
Figure 95: Brand diversity, December 2011
Figure 96: Brand satisfaction, December 2011
Figure 97: Brand recommendation, December 2011
Figure 98: Brand attitudes, December 2011
Figure 99: Brand image – macro image, December 2011
Figure 100: Brand image – micro image, December 2011
Figure 101: Profile of target groups, by demographics, December 2011
Figure 102: Psychographic segmentation, by target group, December 2011
Figure 103: Brand usage, by target group, December 2011
Brand index
Figure 104: Brand index, December 2011
APPENDIX – USAGE OF HOUSEHOLD PAPER PRODUCTS
Figure 105: Usage of toilet paper, by number of rolls used each month, by demographics, 2011
Figure 106: Usage of facial tissues, by number of boxes or packs used each month, by demographics, 2011
Figure 107: Usage of facial tissues, by number of boxes used each month, by demographics, 2011
Figure 108: Usage of facial tissues, by number packs used each month, by demographics, 2011
Figure 109: Purchasing of toilet paper, by demographics, December 2011
Figure 110: Purchasing of kitchen roll, by demographics, December 2011
Figure 111: Purchasing of facial tissues, by demographics, December 2011
Figure 112: Purchasing of paper napkins, by demographics, December 2011
Figure 113: Most popular uses of kitchen roll, by demographics, December 2011
Figure 114: Next most popular uses of kitchen roll, by demographics, December 2011
APPENDIX – BUYING BEHAVIOUR
Figure 115: Most popular attitudes towards buying toilet paper, by demographics, December 2011
Figure 116: Next most popular attitudes towards buying toilet paper, by demographics, December 2011
Figure 117: Other attitudes towards buying toilet paper, by demographics, December 2011
Figure 118: Most popular attitudes towards buying kitchen roll, by demographics, December 2011
Figure 119: Next most popular attitudes towards buying kitchen roll, by demographics, December 2011
Figure 120: Other attitudes towards buying kitchen roll, by demographics, December 2011
Figure 121: Most popular attitudes towards buying facial tissues, by demographics, December 2011
Figure 122: Next most popular attitudes towards buying facial tissues, by demographics, December 2011
Figure 123: Other attitudes towards buying facial tissues, by demographics, December 2011
Figure 124: Most popular attitudes towards buying paper napkins, by demographics, December 2011
Figure 125: Next most popular attitudes towards buying paper napkins, by demographics, December 2011
APPENDIX – FACTORS INFLUENCING CHOICE
Figure 126: Most popular factors influencing choice of toilet paper, by demographics, December 2011
Figure 127: Next most popular factors influencing choice of toilet paper, by demographics, December 2011
Figure 128: Most popular factors influencing choice of kitchen roll, by demographics, December 2011
Figure 129: Next most popular factors influencing choice of kitchen roll, by demographics, December 2011
Figure 130: Most popular factors influencing choice of facial tissues, by demographics, December 2011
Figure 131: Next most popular factors influencing choice of facial tissues, by demographics, December 2011
Figure 132: Factors influencing choice of paper napkins, by demographics, December 2011
APPENDIX – ATTITUDES TOWARDS HOUSEHOLD PAPER PRODUCTS
Figure 133: Agreement with the statements ‘I prefer to use reusable cloths rather than kitchen roll’ and ‘I prefer to use a handkerchief rather than tissues’, by demographics, December 2011
Figure 134: Agreement with the statements ‘I buy better quality toilet paper if guests are coming to stay’ and ‘Kitchen roll is one of life’s essentials’, by demographics, December 2011
Figure 135: Agreement with the statements ‘I use toilet paper as an alternative to tissues’ and ‘I usually carry tissues in my pocket or in my bag’, by demographics, December 2011
Figure 136: Agreement with the statements ‘I choose tissues to match the colours of the room’ and ‘I choose toilet paper to match the colours of the bathroom’, by demographics, December 2011
Figure 137: Agreement with the statements ‘Moistened toilet tissue is a good idea for extra freshness’ and ‘When i have a cold i buy medicated/anti-viral tissues’, by demographics, December 2011
Figure 138: Agreement with the statements ‘I only use paper napkins/serviettes for special occasions’ and ‘I prefer to use cloth napkins to paper napkins/serviettes’, by demographics, December 2011

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