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Household Paper Products - US - February 2015
Scope and Themes
 
What you need to know
The $17.3 billion household paper products market experienced almost no growth in 2014 and has increased by only 6% over the last five years. However, while getting the best value is as important as ever to budget-conscious category shoppers, national brands and retailers have an opportunity to grow sales by redefining value through improved quality, added features, and new use occasions.

Definition
This report builds on the analysis presented in Mintel’s Household Paper Products – US, February 2014 report, as well as the February 2013, February 2012, September 2010, September 2008, September 2006, February 2004, and January 2003 reports of the same title.

For the purposes of this report, the household paper products market has been segmented as follows:

●	Paper towels
●	Toilet tissues
●	Facial tissues
●	Paper napkins
●	Moist toilet tissues*
●	Moist towelettes for hands and face*

Throughout this report, Mintel uses the terms toilet tissue and toilet paper interchangeably.

* Flushable moist wipes and moist towelettes for hands/face are combined in the same category in data provided by IRI. Mintel reallocates these into separate categories based on brand research; private label is assumed to have the same proportion of flushable wipes and hand/face towelettes as the branded products.

Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.

Note: this report focuses primarily on sales, market share, new products and consumer usage data.

Data sources
Sales data
●	Market Size and Forecast, Segment Performance, and Retail Channels: based on Information Resources, Inc., InfoScan Reviews; US Census Bureau, Economic Census.
●	Leading Companies and Brand Share: based on MULO sales data from Information Resources, Inc., InfoScan Reviews. MULO is defined as Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club. Note that the values shown in this section differ from the Market Size/Forecast and Segment Performance sections of this report. Companies and brands sales data encompasses only sales through MULO channels, while Market Size/Forecast and Segment sales cover the entire retail market.

Consumer survey data
Mintel has analyzed data from Experian Consumer Research, using the Simmons NCS (National Consumer Study) and the Simmons NHCS (National Hispanic Consumer Study).

●	The Experian Simmons NCS/NHCS: Summer 2014 Adult Full Year – POP survey was conducted from August 2013-September 2014, and results are based on the sample of 26,053 adults aged 18+, with results weighted to represent the US adult population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Abbreviations and terms
Abbreviations
The following is a list of abbreviations used in this report.

CPI | Consumer Price Index
GNPD | Global New Products Database
IRI | Information Resources, Inc.
MULO | Multi Outlet, representative of the following channels: total US Grocery, Mass, total US Drug, total Walmart, Dollar, Military, and Club
NHCS | National Consumer Study/National Hispanic Consumer Study (Experian Marketing Services)
OTC | Over the counter
P&G | Procter & Gamble
Rsp | Retail selling price
SOV | Share of voice

Terms
Generations, if discussed within this report, are defined as:

World War II/Swing generations | Members of the WWII generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born from 1933 to 1945 and are aged 70-82 in 2014.
Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69.
Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50.
Millennials* | Born between 1977 and 1994, Millennials are aged 21-38 in 2014.
iGeneration | Born between 1995 and 2007, members of iGen are aged 8-20 in 2014.
Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet unnamed generation are under age 7.

* Also known as Generation Y or Echo Boomers.

In order to provide an inflation-adjusted price value for markets, Mintel uses the CPI to deflate current prices. The CPI is defined as follows:

CPI

The Consumer Price Index is a measure of the average change over time in the prices paid by urban consumers for a market basket of consumer goods and services.
The CPI and its components are typically used to adjust other economic series for price changes and to translate these series into inflation-free dollars. Examples of series adjusted by the CPI include retail sales, hourly and weekly earnings, and components of the national income and product accounts. In addition, and in Mintel reports, the CPI is used as a deflator of the value of the consumer’s dollar to find its purchasing power. The purchasing power of the consumer’s dollar measures the change in the value to the consumer of goods and services that a dollar will buy at different dates.
The CPI is generally the best measure for adjusting payments to consumers when the intent is to allow consumers to purchase, at today’s prices, a market basket of goods and services equivalent to one that they could purchase in an earlier period. It is also the best measure to use to translate retail sales into real or inflation-free dollars.
Based on Bureau of Labor Statistics definition.

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