Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Executive Summary
-
- Sales tied to price increases
- Mass and other low-priced channels become favored destinations
- Segment results mixed; some up but most down
- Toilet tissue and paper towel innovations and segmentation
- Sales declines for facial tissues and paper napkins
- Moist towelettes innovation led by private label
- Private label, severity of flu season, and increased introduction of eco-friendly products affect competition within market
- Growth in households
- Hispanic and black households present opportunities
- Concentrated supply structure
- Big brand—ups and downs
- Innovation in a mature market
- Direct approach to toilet tissue and non-traditional advertising
- Price is important to consumers
- Environmental concerns impact consumer purchase behavior
Insights and Opportunities
-
- Private label ahead of curve on affordable recycled products
- Get on back-to-school lists
- Soothe allergy sufferers with scents or lack thereof
- Hispanic consumers and seasonal opportunities
- Blacks and Hispanics value different traits than whites
Fast Forward Trends
-
- Trend one: The Vulnerable Consumer
- What’s it all about?
- Avoiding harsh ingredients, adding gentle ingredients
- Trend two: Dress Down Lifestyle
- What’s it all about?
- Where did the dinner napkin go?
- Trend three: Sustainability
- What’s it all about?
Market Size and Forecast
-
- Key points
- Sales strong but slowing growth on economic concerns
- Migration to Wal-Mart and warehouse stores
- Household paper products sales and forecast
-
- Figure 1: Total U.S. sales and forecast of household paper products, at current prices, 2003-13
- Figure 2: Total U.S. sales and forecast of household paper products, at inflation-adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
-
- Key points
- Private label driving down prices and improved quality gaining more customers
-
- Figure 3: Private-label household paper products’ share of total FDMx household paper products dollar sales, 2005-08
- Figure 4: Comparison of average prices of private-label and branded paper products in FDMx, by segment, 2007
- Recycled and natural products attract consumers
Segment Performance
-
- Key points
- Mixed results—toilet tissue shows strong sales while many segments falter
- Sales and forecast of household paper products by segment
-
- Figure 5: FDMx sales and forecast of household paper products, at current prices, by segment, 2003-13
- Figure 6: FDMx sales of household paper products, by segment, 2006 and 2008
Segment Performance—Toilet Tissue
-
- Key points
- Price increases help bump FDMx sales
- Ultra versions get even more segmented
- Moist toilet tissue a strong gainer but plateaus in FDMx
- Private label goes upscale and “green”
- Toilet tissue sales and forecast
-
- Figure 7: FDMx sales and forecast of toilet tissue*, 2003-13
Segment Performance—Paper Towels
-
- Key points
- Consumers can trade down, but can’t escape price increases
- Segmentation in paper towel brands
- Paper towels sales and forecast
-
- Figure 8: FDMx sales and forecast of paper towels, 2003-13
Segment Performance—Facial Tissues
-
- Key points
- Declining sales
- Flu season severity factors into sales
- Ultras invade facial tissue as well; private label drives down the prices
- Facial tissues sales and forecast
-
- Figure 9: FDMx sales and forecast of facial tissues, 2003-13
Segment Performance—Paper Napkins
-
- Key points
- Interchangeability keeps sales down; private label creates deflationary pressure
- Black and Hispanic households present opportunities
- Paper napkins sales and forecast
-
- Figure 10: FDMx sales and forecast of paper napkins, 2003-13
Segment Performance—Moist Towelettes for Hands and Face
-
- Key point
- Wipes don’t share the price increase bump of other paper products
- Desire for convenience helps to grow sales
- Moist towelettes sales and forecast
-
- Figure 11: FDMx sales and forecast of moist towelettes for hands and face, 2003-13
Retail Channels
-
- Key point
- Mass and other low-price channels gaining share
-
- Figure 12: U.S. sales of household paper products, by retail channel, 2006 and 2008
Retail Channels—Supermarkets
-
- Key points
- Higher unit prices, more private-label sales, and few new store openings produce smaller sales figures
-
- Figure 13: U.S. sales of household paper products at supermarkets, 2003-08
Retail Channels—Drug Stores
-
- Key points
- Despite being unsuited to paper products, sales grow
-
- Figure 14: U.S. sales of household paper products at drug stores, 2003-08
Retail Channels—Mass and Other
-
- Key points
- Store counts increasing
- Packaging improves as well as product quality
-
- Figure 15: U.S. sales of household paper products at mass and other, 2003-08
Market Drivers
-
- Economy unfavorable for growth
-
- Figure 16: Seasonally adjusted unemployment rate, 16 years and older, by month, 2000-08
- Growth in total households
-
- Figure 17: Number of households, 1998-2008
- Growth in households with children and large households
-
- Figure 18: Frequency of use of toilet paper, paper towels, facial tissue, and paper napkins in the past 30 days, by number of people in the household, February 2007-March 2008
- Figure 19: Households, by presence of children under age 18, 1997-2007
-
- Figure 20: Households, by number of members, 1996-2006
- Growth in Hispanic and black households
-
- Figure 21: Average household size, by race/Hispanic origin of householder, 2001 and 2006
-
- Figure 22: Households, by race and Hispanic origin of householder, 1998-2008
- Number of people getting colds and flu affects facial tissue business
-
- Figure 23: Influenza vaccination among adults 18 years of age and older, percentage receiving influenza vaccination during last 12 months, 1989-2006
Leading Companies
-
- Key points
- Overview
-
- Figure 24: FDMx sales of household paper products, by leading companies, 2007 and 2008
Brand Share—Toilet Tissues
-
- Key points
- Concentrated market
- Premium and private label fare best
-
- Figure 25: FDMx brand sales of toilet tissues in the U.S., 2007 and 2008
Brand Share—Paper Towels
-
- Key points
- Viva’s risky ad campaign may have worked at least in short term
- Mid-price towels show mixed results
-
- Figure 26: FDMx brand sales of paper towels in the U.S., 2007 and 2008
Brand Share—Facial Tissues
-
- Key points
- Kleenex losing prominence in segment
- Private label
-
- Figure 27: FDMx brand sales of facial tissues in the U.S., 2007 and 2008
Brand Share—Paper Napkins
-
- Key points
- Difficult sales climate drives PL
-
- Figure 28: FDMx brand sales of paper napkins in the U.S., 2007 and 2008
Brand Share—Moist Towelettes for Hands and Face
-
- Key points
- Private label consolidates share
-
- Figure 29: FDMx brand sales of moist towelettes in the U.S., 2007 and 2008
Brand Qualities
-
- Kleenex synonymous with facial tissue; focus on moments
- Three ways of green marketing
- Softness in paper towels
Innovation and Innovators
-
- Numbers of new products, by segment
-
- Figure 30: Trends in numbers of new product introductions in the household paper products market, 2003-08
- Positioning of new household paper products
-
- Figure 31: Top U.S. new product claims in new household paper products, 2006-08
- Flushability
- Personalization
- Paper products mirror food and personal products trends
- Trend towards recycled household paper products
Advertising and Promotion
-
- Overview
-
- Figure 32: Adspend for selected household paper brands, 2006 and 2007
- Toilet tissue
-
- Figure 33: Charmin Ultra Soft, TV ad, 2008
-
- Figure 34: Charmin Ultra Strong, TV ad, 2008
- Figure 35: Charmin Ultra Strong, TV ad, 2008
-
- Figure 36: Charmin Ultra Strong and Ultra Soft, TV ad, 2008
-
- Figure 37: Kleenex Cottonelle, Be Kind To Your Behind 1, TV ad, 2008
- Figure 38: Kleenex Cottonelle, Be Kind To Your Behind 2, TV ad, 2008
-
- Figure 39: Quilted Northern, TV ad, 2008
- Paper towels
-
- Figure 40: Bounty Extra Soft Kitchen, TV ad, 2008
- Figure 41: Bounty kitchen towels, TV ad, 2008
-
- Figure 42: Bounty kitchen towels, TV ad, 2008
-
- Figure 43: Brawny kitchen towels, TV ad, 2008
- Facial tissue
-
- Figure 44: Kleenex Dry Facial Tissue, TV AD, 2008
- Figure 45: Kleenex Dry Facial Tissue, TV ad, 2008
-
- Figure 46: Puffs Plus moist facial tissue, TV ad, 2008
Incidence and Frequency of Use
-
- Key points
- Household usage of paper products
-
- Figure 47: Household use of paper products, 2003-08
- Household frequency of using paper products
-
- Figure 48: Household mean frequency of using paper products in the past 30 days, 2003-08
Toilet Paper: Usage Frequency, Brands, and Attitude towards Branded Products
-
- Key points
-
- Figure 49: Frequency of using toilet paper rolls in the past 30 days, by race/Hispanic origin, February 2007-March 2008
-
- Figure 50: Frequency of using toilet paper rolls in the past 30 days, by number of people in the household, February 2007-March 2008
- Toilet tissue usage by brand
-
- Figure 51: Brands of toilet paper used, by race/Hispanic origin, February 2007-March 2008
-
- Figure 52: Brands of toilet paper used, by region, February 2007-March 2008
- Toilet paper: national brand vs. store brand
-
- Figure 53: Use of national or store brand toilet tissue, by gender, age, household income and race/Hispanic origin, July 2008
- Toilet paper: Reasons for choosing national brands over store brand
-
- Figure 54: Reasons for choosing national brand over store brand of toilet tissue, by age, June 2006
Paper Towels: Usage Frequency, Type, Brands, and Reasons for Choosing Branded Products
-
- Key points
- Household frequency of using paper towels
-
- Figure 55: Frequency of using paper towels in the past 30 days, by number of people in the household, February 2007-March 2008
-
- Figure 56: Frequency of using paper towels in the past 30 days, by race/Hispanic origin, February 2007-March 2008
- Paper towel usage by type
-
- Figure 57: Types of paper towels used, by race/Hispanic origin, February 2007-March 2008
- Paper towel usage by brand
-
- Figure 58: Brands of paper towels used, by race/Hispanic origin, February 2007-March 2008
- Paper towels: national brand vs. store brand
-
- Figure 59: Use of national or store brand paper towel, by age, household income and race/Hispanic origin, July 2008
- Paper towels: Reasons for choosing national brands over store brand
-
- Figure 60: Reasons for choosing national brand over store brand of paper towels, by age, July 2008
-
- Figure 61: Reasons for choosing national brand over store brand of paper towels, by race/Hispanic origin, July 2008
Facial Tissues: Usage Frequency, Type, Brands, and Reasons for Choosing Branded Products
-
- Key points
- Household frequency of using facial tissues
-
- Figure 62: Frequency of using facial tissue boxes in the past 30 days, by number of people in the household, February 2007-March 2008
- Facial tissue usage by scented/unscented
-
- Figure 63: Types of facial tissue used, by race/Hispanic origin, February 2007-March 2008
- Facial tissue usage by brand
-
- Figure 64: Brands of facial tissues used, by race/Hispanic origin, February 2007-March 2008
- Facial tissues: national brand vs. store brand
-
- Figure 65: Use of national or store brand facial tissues, by age, household income and race/Hispanic origin, July 2008
- Facial tissues: Reasons for choosing national brands over store brand
-
- Figure 66: Reasons for choosing national brand over store brand of facial tissues, by age, July 2008
-
- Figure 67: Reasons for choosing national brand over store brand of facial tissues, by race/Hispanic origin, July 2008
- Moist towelettes: national brand vs. store brand
-
- Figure 68: Use of national or store brand moist towelettes, by household income and race/Hispanic origin, July 2008
Paper Napkins: Usage Frequency, Type, Brands, and Reasons for Choosing Branded Products
-
- Key points
- Household frequency of using paper napkins
-
- Figure 69: Frequency of using paper napkin packages in the past 30 days, by race/Hispanic origin, February 2007-March 2008
- Paper napkins usage by brand
-
- Figure 70: Brands of paper napkins used, by race/Hispanic origin, February 2007-March 2008
- Paper napkins: national brand vs. store brand
-
- Figure 71: Use of national or store brand paper napkins, by age, household income and race/Hispanic origin, July 2008
- Paper napkins: Reasons for choosing national brands over store brand
-
- Figure 72: Reasons for choosing national brand over store brand of paper napkins, by household income, July 2008
The People: Choice of Retail Channels
-
- Key points
- Channel habits of household paper product purchasers
-
- Figure 73: Choice of retail channels to purchase household paper products, by age, July 2008
-
- Figure 74: Choice of retail channels to purchase household paper products, by region, July 2008
The People: Attitude and Behavior
-
- Key points
- Household paper product purchase motivations
-
- Figure 75: Attitudes and behavior in purchasing household paper products, by age, July 2008
-
- Figure 76: Attitudes and behavior in purchasing household paper products, by household income, July 2008
- Figure 77: Attitudes and behavior in purchasing household paper products, by number of people in the household, July 2008
Cluster Analysis
-
- Versatile users
- Opportunity
- Who they are
- Thoughtful Consumers
- Opportunity
- Who they are
- National Advocates
- Opportunity
- Who they are
- Price Insensitive
- Opportunity
- Who they are
- Cluster characteristics
-
- Figure 78: Clusters, July 2008
- Figure 79: Choice of retail channels to purchase household paper products like paper towels, paper napkins, toilet tissue, facial tissue, and moist towelettes, by cluster, July 2008
- Figure 80: Use of national or store brand toilet tissue, paper napkins, facial tissue, paper napkins and moist towelettes, by clusters, July 2008
-
- Figure 81: Reasons for choosing national brand over store brand of toilet tissue, by clusters, July 2008
- Figure 82: Reasons for choosing national brand over store brand of paper towels, by clusters, July 2008
-
- Figure 83: Reasons for choosing national brand over store brand of paper napkins, by clusters, July 2008
- Figure 84: Reasons for choosing national brand over store brand of facial tissue, by clusters, July 2008
-
- Figure 85: Attitudes and behavior in purchasing household paper products, by clusters, July 2008
- Cluster demographics
-
- Figure 86: Clusters, by gender, July 2008
- Figure 87: Clusters, by age, July 2008
- Figure 88: Clusters, by household income, July 2008
-
- Figure 89: Clusters, by ethnicity, July 2008
- Figure 90: Clusters, by Hispanic origin, July 2008
- Methodology
Custom Consumer Groups
-
- Key points
- Target women shoppers, especially older women shoppers
-
- Figure 91: Primary household shoppers, moms, women without children, and by women by age group, July 2008
- Families with children use paper products more frequently than the average
-
- Figure 92: Frequency of using household paper products in the past 30 days, by key user cohorts, February 2007-March 2008
- Age plays a major role in Hispanic and black consumers’ branded product purchase
-
- Figure 93: Use of national brand household paper products, by race/Hispanic origin and two major age groups, July 2008
IRI/Builders Panel Data—Key Purchase Household Measures
-
- Brand maps
- Toilet tissue
-
- Figure 94: Toilet tissue brand map, 2007*
- Paper towels
-
- Figure 95: Paper towels brand map, 2007*
- Facial tissue
-
- Figure 96: Facial tissue brand map, 2007*
- Paper napkins
-
- Figure 97: Paper napkins brand map, 2007*
- Brand leaders: Key purchase measures by household penetration
- Toilet tissue
-
- Figure 98: Key purchase measures for the top toilet tissue brands, by household penetration, *2007
- Paper towels
-
- Figure 99: Key purchase measures for the top paper towel brands, by household penetration, *2007
- Facial tissue
-
- Figure 100: Key purchase measures for the top facial tissue brands, by household penetration, *2007
- Paper napkins
-
- Figure 101: Key purchase measures for the top paper napkin brands, by household penetration, *2007
Appendix: Other Useful Consumer Tables
-
- Household paper product usage
-
- Figure 102: Household use of paper products, by age, household income, race/Hispanic origin, presence of children and region, February 2007-March 2008
Appendix: Toilet Paper: Usage Frequency, Brands, and Attitude towards Branded Products
-
-
- Figure 103: Frequency of using toilet paper rolls in the past 30 days, by presence of children, February 2007-March 2008
- Toilet tissue usage by brand
-
- Figure 104: Brands of toilet paper used, by household income, February 2007-March 2008
- Figure 105: Brands of toilet paper used, by presence of children, February 2007-March 2008
-
Appendix: Paper Towels: Usage Frequency, Type, Brands and Attitude towards Branded Products
-
- Household frequency of using paper towels
-
- Figure 106: Frequency of using paper towels in the past 30 days, by presence of children, February 2007-March 2008
- Figure 107: Frequency of using paper towels in the past 30 days, by region, February 2007-March 2008
- Paper towel usage by brand
-
- Figure 108: Brands of paper towels used, by region, February 2007-March 2008
Facial Tissues: Usage Frequency, Type, Brands, And Reasons For Choosing Branded Products
-
- Household frequency of using facial tissues
-
- Figure 109: Frequency of using facial tissue boxes in the past 30 days, by race/Hispanic origin, February 2007-March 2008
- Facial tissue usage by type
-
- Figure 110: Types of facial tissue used, by number of people in the household, February 2007-March 2008
Appendix: Paper Napkins: Usage Frequency, Type, Brands and Reasons For Choosing Branded Products
-
- Household frequency of using paper napkins
-
- Figure 111: Frequency of using paper napkin packages in the past 30 days, by number of people in the household, February 2007-March 2008
- Paper napkins usage by brand
-
- Figure 112: Brands of paper napkins used, by household income, February 2007-March 2008
Appendix: The People: Choice of Retail Channels
-
-
- Figure 113: Choice of retail channels to purchase household paper products, by presence of children, July 2008
-
Appendix: The People: Attitude and Behavior
-
-
- Figure 114: Attitudes and behavior in purchasing household paper products, by race/Hispanic origin, July 2008
-
Appendix: Trade Associations
Back to top