Albany, NY -- (SBWIRE) -- 02/13/2014 -- While their position as essential household items means that sales of household paper products are protected to a certain extent, a high level of promotional activity by brands and consumer determination to get the best deal have led to a decline in value sales. Brands looking to bolster sales of household paper products should now look to address the key issues in the market, further engaging consumers over matters such as the environment and the benefits of value-added products.

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Table of Content

Introduction

Definition
Abbreviations

Executive Summary

Value sales decline in 2013
Figure 1: Best- and worst-case forecast of UK sales of household paper products*, 2008-18
Household and population growth to bolster market
Own-label loses market share
Figure 2: New product launches in the household paper products market, % share by own-label/branded, 2009-13
NPD activity equally split across segments
Figure 3: New product launches in the household paper products market, % share by product type, 2009-13
Buying and usage behaviour
Figure 4: Buying and usage behaviour for household paper products, November 2013
Significant interest in products for cleaning up after pets
Figure 5: Attitudes towards household paper products, November 2013
Consumers seek more durable kitchen towel
Figure 6: Interest in product features for household paper products, November 2013
What we think

Issues in the Market

How can brands offering moist toilet tissue appeal to a wider demographic?
In what way could brands do more to highlight their environmental and ethical stance?
How can own-label brands regain market share?
How can facial tissue brands reduce product substitution?

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Trend Application

Trend: Minimize Me
Trend: Creature Comfort
Mintel Futures: Brand Intervention

Market Drivers

Key points
More households means more toilets and kitchens
Figure 7: UK households, by size, 2008-18
Growth in population size to spur on the market
Figure 8: Trends in the age structure of the UK population, 2008-18
Roughly half of households have just one toilet
Figure 9: Breakdown of the number of toilets in homes in the UK, August 2013
Consumers remain financially cautious
Figure 10: GDP quarterly percentage change, Q1 2009-Q3 2013
Cold and flu season presents antibacterial opportunities to the facial tissues market
Figure 11: Ailments suffered in the last 6 months, January 2013

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Who’s Innovating?

Key points
NPD activity equally split across segments
Figure 11: New product launches in the household paper products market, % share by product type, 2009-13
Own-label vs branded
Figure 12: New product launches in the household paper products market, % share by own-label/branded, 2009-13
Figure 13: Examples of own-label household paper products launched in the UK, 2013
New varieties/range extensions drive launch activity
Figure 14: New product launches in the UK household paper products market, % share by launch type, 2009-13
Figure 15: Examples of new product launches in the UK kitchen towel segment, 2013
Own-label accounts for higher share of range extensions
Figure 16: New product launches in the UK household paper products market, % share of launch type by own-label vs branded, 2013
Figure 18: Examples of own-label new variety/range extension household paper product launches in the UK, 2013
Supermarkets remain dominant contributors to launch activity
Figure 19: New product launches in the household paper products market, % share by top 10 companies, 2013
Figure 20: Examples of household paper products launched by Tesco, Waitrose and Wilkinson in the UK, 2013
Figure 21: Examples of household paper products launched by SCA Hygiene and Kimberly-Clark in the UK, 2013
Figure 22: Examples of household paper products launched by retailers in the UK, 2013
Environmentally friendly claims remain dominant
Figure 23: New product launches in the household paper products market, % share by claim, 2009-13
Figure 24: New product launches in the household paper products market carrying environmentally friendly product claim, 2013
Toilet tissue moistening spray

Market Size and Forecast

Key points
Decline in value sales growth in 2013
Figure 25: UK retail value sales and forecast of household paper products*, at current and constant prices, 2008-18

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