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Household Paper Products - US - February 2016

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Slow pace of growth expected to continue
Figure 1: Total US sales and fan chart of household paper products, at current prices, 2010-20
Budget-conscious consumers replacing discretionary products with staples
Figure 2: Household usage of paper products, by product type, 2010-15
Consumers stock up, look for cost savings
Figure 3: Purchase behaviors, November 2015
The opportunities
Focus on younger consumers, who are more likely to purchase range of products
Figure 4: Purchased household paper products, by age, November 2015
An opportunity for products highlighting environmental claims among Hispanics
Figure 5: Importance of environmental claims, by race and Hispanic origin, November 2015
Interest in functional benefits may increase spend
Figure 6: Interested and willing to pay more for household paper product innovations, November 2015
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Household paper products market experiencing flat sales
Market competing with reusable cloth alternatives
Value-focused retail channels gain share
Opportunities with growing population and men
MARKET SIZE AND FORECAST
Historic and projected sales performance of household paper products
Figure 7: Total US sales and fan chart forecast of household paper products market, at current prices, 2010-20
Figure 8: Total US sales and forecast of household paper products market, at current prices, 2010-20
MARKET BREAKDOWN
Household staples dominate category sales
Figure 9: Share of household paper products sales, by segment, 2015
Moist products experience growth
Figure 10: Total US retail sales and forecast of household paper products, by segment, at current prices, 2010-20
MARKET PERSPECTIVE
Reusable cloth alternatives could negatively impact segments
Drug stores, supermarkets lose share to other retailers
Figure 11: Total US retail sales of household paper products, by channel, at current prices, 2013 and 2015
MARKET FACTORS
Women more likely to shop for paper products, but men hold opportunity
Figure 12: Household paper product purchased, by gender, November 2015
Rising birth rate benefits category
Figure 13: Annual birth and fertility rate, 2004-14
Increasing consumer confidence could boost market
Figure 14: Consumer Sentiment Index, January 2007-December 2015
KEY PLAYERS – WHAT YOU NEED TO KNOW
Private label appeals to budget-conscious consumers
Moist products benefit
Discretionary products struggle
Premium paper towel successes open the door for other innovations
MANUFACTURER SALES OF HOUSEHOLD PAPER PRODUCTS
Private label outperforms stagnant leading brands
Manufacturer sales of household paper products
Figure 15: MULO sales of household paper products, by leading companies, rolling 52 weeks 2014 and 2015
BRAND PERCEPTIONS
Opportunities to leverage brand strengths, address weaknesses
Figure 16: Correspondence analysis – Brand perceptions, November 2015
Figure 17: Brand perceptions, November 2015
WHAT’S WORKING?
Private label outgains branded products
Moist products capitalize on quick, easy cleanup
Themes of compassion and strength resonate with consumers
Select-a-size options appeal to consumers
Figure 18: MULO sales of select paper towels, 52-weeks ending Nov. 1, 2015
Figure 19: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
WHAT’S STRUGGLING?
Discretionary products struggle to find their place
Figure 20: Interest and willing to pay more for select household paper product innovations, by age, November 2015
WHAT’S NEXT?
Environmentally friendly alternative to flushable wipes
Kleenex could gain with brand extension
Repositioning premium line extensions
Stimulate the senses: Touch and smell
THE CONSUMER – WHAT YOU NEED TO KNOW
Staple products gain while discretionary products struggle
Younger adults, among others, purchase as needed
Improved functionality, added benefits hold strong appeal
Environmental concerns are not strong enough to alter habits
HOUSEHOLD PAPER PRODUCTS PURCHASED
Staples heavily purchased, potentially replacing other paper products
Figure 21: Household use of toilet paper and facial tissue, July 2014-September 2015
Figure 22: Household usage of paper products, by product type, 2010-15
Figure 23: Household paper products purchased, November 2015
Younger adults, parents find purpose for range of products
Figure 24: Bounty Who’s Training who ad
Figure 25: Household paper products purchased, by age and Parental status, November 2015
Hispanics purchase range of products
Figure 26: Household paper product purchases, by Hispanic origin, November 2015
PURCHASE BEHAVIORS
Category shoppers are cost conscious but want quality
Figure 27: Purchase behaviors, November 2015
Older adults more likely to stock up, younger adults purchase as needed
Figure 28: Top five purchase behaviors, by age, November 2015
Women financially savvy, men present opportunity
Figure 29: Select purchase behaviors, by gender, November 2015
Figure 30: Select purchase behaviors, by race and Hispanic origin, November 2015
PURCHASE FACTORS
Product quality weighs on cost-driven consumers
Figure 31: Purchase motivators, by product type, November 2015
The price isn’t always right for younger consumers
Figure 32: Select purchase motivators for toilet paper and facial tissues, by age, November 2015
Environmentally friendly claims important among Hispanics
Figure 33: Importance of environmental friendly claims for household paper products, by Hispanic origin, November 2015
INTEREST AND WILLINGNESS TO SPEND FOR PRODUCT INNOVATION
Added product functionality could command a premium
Figure 34: Interested and willing to pay more for household paper product formats and benefits, November 2015
Men represent growth opportunity, interested and willing to pay more
Figure 35: Interested and willing to pay more for select formats and benefits, by gender, November 2015
Hispanic, Black consumers interested in innovations
Figure 36: Any interest in select formats and benefits, by race and Hispanic origin, November 2015
Parents look to simplify household tasks
Figure 37: Interested and willing to pay more for select household paper product formats and benefits, by parental status, November 2015
ATTITUDES TOWARD SUSTAINABLE HOUSEHOLD PAPER PRODUCTS
Financial motives and environmental concerns impact use
Figure 38: Attitudes towards household paper products, agree, November 2015
Product transparency and education could win over young adults
Figure 39: Seventh Generation Unbleached 100% recycled paper towels
Figure 40: Attitudes towards environmental claims, agree, by age, November 2015
How can environmental products appeal to Hispanics and parents?
Figure 41: Attitudes toward sustainable claims, agree, by parental status and Hispanic origin, November 2015
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET
Figure 42: Total US sales and forecast of household paper products market, at inflation-adjusted prices, 2010-20
APPENDIX – KEY PLAYERS
Figure 43: MULO sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 44: MULO sales of paper towels, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 45: MULO sales of facial tissue, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 46: MULO sales of paper napkins, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 47: MULO sales of moist towelettes for the hand/face, by leading companies and brands, rolling 52 weeks 2014 and 2015
Figure 48: MULO sales of flushable wet wipes, by leading companies and brands, rolling 52 weeks 2014 and 2015
APPENDIX – THE CONSUMER
Correspondence analysis methodology
Product usage
Figure 49: Household use of paper towels, July 2014-September 2015
Figure 50: Household use of paper napkins, July 2014-September 2015

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