Table of Contents
Introduction and Abbreviations
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- Introduction
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Despite struggles, category sales are over $7 billion in 2006
- Private label popular with consumers
- Products outside category hurt some segments
- High level of concentration in manufacturing
- Branching out beyond traditional media
- Supermarkets dominate retail channel
- Differences in use vary by income, age, and race/ethnicity
- More scented facial tissue could encourage sales among Hispanic and black consumers
- Many reasons women are key to the market
- The future may bring functional paper products
- Forecast
Market Drivers
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- Many trading down in category, while some trade up
- Increasing quality and innovation in private label offerings temper overall sales growth
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- Figure 1: Use of national and store brands, by product type, June 2006
- But, product innovation encourages some consumers to trade up
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- Figure 2: Kleenex Cottonelle for Kids television ad, 2006
- Competition from outside category
- Population and household growth
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- Figure 3: Number of households and U.S. population projections, 2000-05
- Figure 4: Population, by race and Hispanic origin, 2001-11
Market Size and Trends
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- Market size
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- Figure 5: Total FDM U.S. retail sales of household paper products, at current and constant prices, 2001-06
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- Figure 6: U.S. retail sales of household paper products at natural food stores, at current and constant prices, 2004-06
- Wal-Mart sales estimate
- Market trends
- New product introductions
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- Figure 7: New introductions of U.S. household paper products, 2003-06
- Overview of market developments
- Patterns for kids (big and small)
- Moist toilet tissue
- Value-added products
- Fruity fragrances
- Aloe vera dominates botanical ingredients
- Forecast
Market Segmentation
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- Household paper products by type
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- Figure 8: FDM sales of household paper products, segmented by type, 2004 and 2006
- Toilet tissue
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- Figure 9: FDM sales of toilet tissue, at current and constant prices, 2001-06
- Paper towels
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- Figure 10: FDM sales of paper towels, at current and constant prices, 2001-06
- Facial tissue
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- Figure 11: FDM sales of facial tissue, at current and constant prices, 2001-06
- Paper napkins
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- Figure 12: FDM sales of paper napkins, at current and constant prices, 2001-06
- Moist toilet tissue
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- Figure 13: FDM sales of moist toilet tissue, at current and constant prices, 2001-06
- Moist towelettes for hands/face
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- Figure 14: FDM sales of moist towelettes, at current and constant prices, 2001-06
Supply Structure
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- Companies and brands
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- Figure 15: Manufacturer FDM sales of household paper products in the U.S., 2003 and 2005
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- Figure 16: Manufacturer brand sales of toilet tissue in the U.S., 2003 and 2005
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- Figure 17: Manufacturer brand sales of paper towels in the U.S., 2003 and 2005
- Figure 18: Manufacturer brand sales of facial tissue in the U.S., 2003 and 2005
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- Figure 19: Manufacturer brand sales of paper napkins in the U.S., 2003 and 2005
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- Figure 20: Manufacturer brand sales of moist bath tissue in the U.S., 2003 and 2005
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- Figure 21: Manufacturer brand sales of moist towelettes for hands/face in the U.S., 2003 and 2005
- Company profiles
- Georgia-Pacific Corporation
- Kimberly-Clark Corporation
- The Procter & Gamble Company
Advertising and Promotion
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- Georgia-Pacific Corporation (G-P)
- Brawny
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- Figure 22: Brawny kitchen towels television ad, 2006
- Sparkle
- Quilted Northern
- Angel Soft
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- Figure 23: Angel Soft “uncomfortable bathroom moments” television ads, 2006
- Figure 24: Angel Soft television ads with angels, 2006
- Kimberly-Clark Corporation
- Cottonelle
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- Figure 25: Cottonelle Ultra television ad with puppy, 2006
- Kleenex’s sponsorship of 2006 Winter Olympic Games
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- Figure 26: Kleenex Anti-Viral Tissues television ad, 2006
- Procter & Gamble
- Kandoo
- Bounty
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- Figure 27: Bounty Rinse and Reuse Kitchen Towels television ad, 2006
- Charmin
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- Figure 28: Charmin Ultra television ad, 2006
- Figure 29: Charmin Fresh Mates Moist Toilet Tissue television ad, 2006
Retail Distribution
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- Introduction
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- Figure 30: U.S. retail sales of household paper products, by channel, 2004 and 2006
- Supermarkets
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- Figure 31: U.S. supermarket sales of household paper products, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 32: U.S. mass merchandiser sales of household paper products, at current and constant prices, 2001-06
- Drug stores
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- Figure 33: U.S. drug store sales of household paper products, at current and constant prices, 2001-06
- Natural food stores
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- Figure 34: U.S. natural food store sales of household paper products, at current and constant prices, 2004-06
The Consumer
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- Introduction
- Summary
- Household use of paper products
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- Figure 35: Household use of paper products, January-September 2005
- Paper napkins
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- Figure 36: Household use of paper napkins, by age, January-September 2005
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- Figure 37: Household use of paper napkins, by household income, January-September 2005
- Facial tissues
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- Figure 38: Household use of facial tissues, by age, January-September 2005
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- Figure 39: Household use of facial tissues, by race/ethnicity, January-September 2005
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- Figure 40: Household use of facial tissues, by household income, January-September 2005
- Paper towels brand purchasing and volume
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- Figure 41: Brands of paper towels used, January-September 2005
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- Figure 42: Brands of paper towels used, by race/ethnicity, January-September 2005
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- Figure 43: Brands of paper towels used among Hispanics, by heritage of respondent, January-September 2005
- Types of paper towels used
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- Figure 44: Types of paper towels used, January-September 2005
- Number of rolls of paper towels used
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- Figure 45: Number of rolls of paper towels used, January-September 2005
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- Figure 46: Number of rolls of paper towels used, by race/ethnicity, January-September 2005
- Paper napkins brand purchasing and volume
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- Figure 47: Brands of paper napkins used, January-September 2005
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- Figure 48: Brands of paper napkins used, by race/ethnicity, January-September 2005
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- Figure 49: Brands of paper napkins used among black respondents, by household income, January-September 2005
- Number of packages used
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- Figure 50: Number of packages of paper napkins used, January-September 2005
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- Figure 51: Number of packages of paper napkins used, by race/ethnicity, January-September 2005
- Toilet tissue brand purchasing and volume
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- Figure 52: Brands of toilet tissue used, January-September 2005
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- Figure 53: Brands of toilet tissue used, by race/ethnicity, January-September 2005
- Number of rolls used
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- Figure 54: Number of rolls of toilet tissue used in the last 30 days, January-September 2005
- Facial tissue brand purchasing and volume
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- Figure 55: Brands of facial tissue used, January-September 2005
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- Figure 56: Types of facial tissue used, January-September 2005
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- Figure 57: Types of facial tissue used, by race/ethnicity, January-September 2005
- Number of boxes used
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- Figure 58: Number of boxes of facial tissue used in the last 30 days, January-September 2005
- National or store brand
- Toilet tissue
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- Figure 59: Use of national or store brand toilet tissue, June 2006
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- Figure 60: Reasons for choosing national brand over store brand of toilet tissue, June 2006
- Paper towels
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- Figure 61: Use of national or store brand of paper towels, June 2006
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- Figure 62: Reasons for choosing national brand over store brand of paper towels, June 2006
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- Figure 63: Reasons for choosing national brand over store brand of paper towels, by gender, June 2006
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- Figure 64: Reasons for choosing national brand over store brand of paper towels, by age, June 2006
- Paper napkins
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- Figure 65: Use of national or store brand of paper napkins, June 2006
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- Figure 66: Reasons for choosing national brand over store brand of paper napkins, June 2006
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- Figure 67: Reasons for choosing national brand over store brand of paper napkins, by gender, June 2006
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- Figure 68: Reasons for choosing national brand over store brand of paper napkins, by household income, June 2006
- Facial tissue
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- Figure 69: Use of national or store brands of facial tissue, June 2006
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- Figure 70: Reasons for choosing national brand over store brand of facial tissue, June 2006
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- Figure 71: Reasons for choosing national brand over store brand of facial tissue, by gender, June 2006
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- Figure 72: Reasons for choosing national brand over store brand of facial tissue, by age, June 2006
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- Figure 73: Reasons for choosing national brand over store brand of facial tissue, by census region, June 2006
- Attitudes/opinions regarding household paper products
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- Figure 74: Attitudes/opinions regarding household paper products, June 2006
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- Figure 75: Attitudes/opinions regarding household paper products, by gender, June 2006
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- Figure 76: Attitudes/opinions regarding household paper products, by age, June 2006
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- Figure 77: Attitudes/opinions regarding household paper products, by household income, June 2006
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- Figure 78: Attitudes/opinions regarding household paper products, by presence and number of children in household, June 2006
Future and Forecast
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- Future trends
- The future may bring functional paper products
- Hispanics an important demographic
- The possibility for more players dedicated to making recycled and responsible goods
- Market forecast
- Household paper products
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- Figure 79: Forecast of total U.S. FDM sales of household paper products, at current and constant prices, 2006-11
- Toilet tissue
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- Figure 80: Forecast of U.S. FDM sales of toilet tissue, at current and constant prices, 2006-11
- Paper towels
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- Figure 81: Forecast of U.S. FDM sales of paper towels, at current and constant prices, 2006-11
- Facial tissue
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- Figure 82: Forecast of U.S. FDM sales of facial tissue, at current and constant prices, 2006-11
- Paper napkins
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- Figure 83: Forecast of U.S. FDM sales of paper napkins, at current and constant prices, 2006-11
- Moist toilet tissue
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- Figure 84: Forecast of U.S. FDM sales of moist toilet tissue, at current and constant prices, 2006-11
- Moist towelettes
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- Figure 85: Forecast of U.S. FDM sales of moist towelettes, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Kimberly-Clark: Cottonelle Flushable Moist Wipes
- Georgia-Pacific: Angel Soft Mega Roll Bathroom Tissue
- Procter & Gamble: Charmin Basic Bathroom Tissue
- Food Lion: Food Lion Napkins
- Procter & Gamble: Puffs Back-to-School Tissue
- CVS Pharmacy: CVS White Facial Tissue with Lotion
- Kimbery-Clark: Kleenex Tissues in Disney Decorated Box
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