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Household Paper Products - US

DateSep, 2006
Pages104
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Abstract:
 The market for household paper products is a mature one and with products such as toilet tissue and paper towels at the saturation point there is little opportunity for growth through increases in use. Price increases, both outright and through sheet size and count reductions, helped to bump sales in 2005, but the growth was only slightly more than the rate of inflation for the year. With estimated sales of $7.2 billion in 2006 through FDM (excluding Wal-Mart), a slight decline from 2005 levels, the market is in need of new introductions of value-added products to help to grow the market.

Moist toilet tissue, though a small segment, has increased sales from $59 million to $95 million during 2000-06 through FDM. This is the only segment to show significant increases, and almost all other segments have shown a pattern of decline in sales. The popularity of private-label products in the market has helped to keep prices depressed, and increasing quality of products within private label is resulting in branded products introducing sub-lines of popular brands to try to compete. Just three suppliers accounted for almost 80% of FDM sales of household paper products in 2005, and with private label accounting for over 15% there is little room for smaller branded product suppliers.

While there is little hope for growth due to increases in population, some demographics offer potential for increases in use of products such as paper napkins and facial tissue. Hispanics present an obstacle to the industry in spite of their quickly growing numbers. Relative to other racial/ethnic groups, fewer Hispanic households use facial tissues (64% vs. 82% for all respondents), resulting in lost sales. Specific usage products, such as Bounty Glass & Surface paper towels and Cottonelle for Kids, are beginning to enter the market and may help to drive up prices in the future.

In this report, Mintel clearly identifies the principal external factors driving or curtailing growth. Exclusive consumer research reveals the attitudes, needs and behavior of consumers, with analysis broken down both by demographic characteristics, and by segment.

Six years of specific sales data provide a factual and impartial presentation of the market as a whole. Mintel also evaluates the performance of individual sectors in the market, and provides information about the major companies and brands. Using the SPSS forecasting package, Mintel creates a five-year forecast of U.S. retail sales, revealing potential opportunities for growth and product development.

This report covers the market for household paper products in the U.S., and builds on the analysis presented in Mintel’s Household Paper Products—U.S., February 2004.

Included are:
  • toilet tissue
  • paper towels
  • facial tissues
  • paper napkins
  • moistened wipes or scent-impregnated varieties of toilet and facial tissues, as well as recycled versions of all the above segments.
This report contains US IRI InfoScan data.


Table of contents:
INTRODUCTION AND ABBREVIATIONS
Introduction
Definition
Abbreviations and terms
Abbreviations
Terms

EXECUTIVE SUMMARY
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
Many trading down in category, while some trade up
Increasing quality and innovation in private label offerings temper overall sales growth
Figure 1: Use of national and store brands, by product type, June 2006
But, product innovation encourages some consumers to trade up
Figure 2: Kleenex Cottonelle for Kids television ad, 2006
Competition from outside category
Population and household growth
Figure 3: Number of households and US population projections, 2000-05
Figure 4: Population, by race and Hispanic origin, 2001-11

MARKET SIZE AND TRENDS
MARKET SIZE
Figure 5: Total FDM US retail sales of household paper products, at current and constant prices, 2001-06
Figure 6: US 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
Figure 7: New introductions of US 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
Household paper products by type
Figure 8: FDM sales of household paper products, segmented by type, 2004 and 2006
Toilet tissue
Figure 9: FDM sales of toilet tissue, at current and constant prices, 2001-06
Paper towels
Figure 10: FDM sales of paper towels, at current and constant prices, 2001-06
Facial tissue
Figure 11: FDM sales of facial tissue, at current and constant prices, 2001-06
Paper napkins
Figure 12: FDM sales of paper napkins, at current and constant prices, 2001-06
Moist toilet tissue
Figure 13: FDM sales of moist toilet tissue, at current and constant prices, 2001-06
Moist towelettes for hands/face
Figure 14: FDM sales of moist towelettes, at current and constant prices, 2001-06

SUPPLY STRUCTURE
COMPANIES AND BRANDS
Figure 15: Manufacturer FDM sales of household paper products in the US, 2003 and 2005
Figure 16: Manufacturer brand sales of toilet tissue in the US, 2003 and 2005
Figure 17: Manufacturer brand sales of paper towels in the US, 2003 and 2005
Figure 18: Manufacturer brand sales of facial tissue in the US, 2003 and 2005
Figure 19: Manufacturer brand sales of paper napkins in the US, 2003 and 2005
Figure 20: Manufacturer brand sales of moist bath tissue in the US, 2003 and 2005
Figure 21: Manufacturer brand sales of moist towelettes for hands/face in the US, 2003 and 2005
COMPANY PROFILES
Georgia-Pacific Corporation
Kimberly-Clark Corporation
The Procter & Gamble Company

ADVERTISING AND PROMOTION
Georgia-Pacific Corporation (G-P)
Brawny
Figure 22: Brawny kitchen towels television ad, 2006
Sparkle
Quilted Northern
Angel Soft
Figure 23: Angel Soft “uncomfortable bathroom moments” television ads, 2006
Figure 24: Angel Soft television ads with angels, 2006
Kimberly-Clark Corporation
Cottonelle
Figure 25: Cottonelle Ultra television ad with puppy, 2006
Kleenex’s sponsorship of 2006 Winter Olympic Games
Figure 26: Kleenex Anti-Viral Tissues television ad, 2006
Procter & Gamble
Kandoo
Bounty
Figure 27: Bounty Rinse and Reuse Kitchen Towels television ad, 2006
Charmin
Figure 28: Charmin Ultra television ad, 2006
Figure 29: Charmin Fresh Mates Moist Toilet Tissue television ad, 2006

RETAIL DISTRIBUTION
Introduction
Figure 30: US retail sales of household paper products, by channel, 2004 and 2006
Supermarkets
Figure 31: US supermarket sales of household paper products, at current and constant prices, 2001-06
Mass merchandisers
Figure 32: US mass merchandiser sales of household paper products, at current and constant prices, 2001-06
Drug stores
Figure 33: US drug store sales of household paper products, at current and constant prices, 2001-06
Natural food stores
Figure 34: US natural food store sales of household paper products, at current and constant prices, 2004-06

THE CONSUMER
Introduction
Summary
Household use of paper products
Figure 35: Household use of paper products, January-September 2005
Paper napkins
Figure 36: Household use of paper napkins, by age, January-September 2005
Figure 37: Household use of paper napkins, by household income, January-September 2005
Facial tissues
Figure 38: Household use of facial tissues, by age, January-September 2005
Figure 39: Household use of facial tissues, by race/ethnicity, January-September 2005
Figure 40: Household use of facial tissues, by household income, January-September 2005
Paper towels brand purchasing and volume
Figure 41: Brands of paper towels used, January-September 2005
Figure 42: Brands of paper towels used, by race/ethnicity, January-September 2005
Figure 43: Brands of paper towels used among Hispanics, by heritage of respondent, January-September 2005
Types of paper towels used
Figure 44: Types of paper towels used, January-September 2005
Number of rolls of paper towels used
Figure 45: Number of rolls of paper towels used, January-September 2005
Figure 46: Number of rolls of paper towels used, by race/ethnicity, January-September 2005
Paper napkins brand purchasing and volume
Figure 47: Brands of paper napkins used, January-September 2005
Figure 48: Brands of paper napkins used, by race/ethnicity, January-September 2005
Figure 49: Brands of paper napkins used among black respondents, by household income, January-September 2005
Number of packages used
Figure 50: Number of packages of paper napkins used, January-September 2005
Figure 51: Number of packages of paper napkins used, by race/ethnicity, January-September 2005
Toilet tissue brand purchasing and volume
Figure 52: Brands of toilet tissue used, January-September 2005
Figure 53: Brands of toilet tissue used, by race/ethnicity, January-September 2005
Number of rolls used
Figure 54: Number of rolls of toilet tissue used in the last 30 days, January-September 2005
Facial tissue brand purchasing and volume
Figure 55: Brands of facial tissue used, January-September 2005
Figure 56: Types of facial tissue used, January-September 2005
Figure 57: Types of facial tissue used, by race/ethnicity, January-September 2005
Number of boxes used
Figure 58: Number of boxes of facial tissue used in the last 30 days, January-September 2005
National or store brand
Toilet tissue
Figure 59: Use of national or store brand toilet tissue, June 2006
Figure 60: Reasons for choosing national brand over store brand of toilet tissue, June 2006
Paper towels
Figure 61: Use of national or store brand of paper towels, June 2006
Figure 62: Reasons for choosing national brand over store brand of paper towels, June 2006
Figure 63: Reasons for choosing national brand over store brand of paper towels, by gender, June 2006
Figure 64: Reasons for choosing national brand over store brand of paper towels, by age, June 2006
Paper napkins
Figure 65: Use of national or store brand of paper napkins, June 2006
Figure 66: Reasons for choosing national brand over store brand of paper napkins, June 2006
Figure 67: Reasons for choosing national brand over store brand of paper napkins, by gender, June 2006
Figure 68: Reasons for choosing national brand over store brand of paper napkins, by household income, June 2006
Facial tissue
Figure 69: Use of national or store brands of facial tissue, June 2006
Figure 70: Reasons for choosing national brand over store brand of facial tissue, June 2006
Figure 71: Reasons for choosing national brand over store brand of facial tissue, by gender, June 2006
Figure 72: Reasons for choosing national brand over store brand of facial tissue, by age, June 2006
Figure 73: Reasons for choosing national brand over store brand of facial tissue, by census region, June 2006
Attitudes/opinions regarding household paper products
Figure 74: Attitudes/opinions regarding household paper products, June 2006
Figure 75: Attitudes/opinions regarding household paper products, by gender, June 2006
Figure 76: Attitudes/opinions regarding household paper products, by age, June 2006
Figure 77: Attitudes/opinions regarding household paper products, by household income, June 2006
Figure 78: Attitudes/opinions regarding household paper products, by presence and number of children in household, June 2006

FUTURE AND FORECAST
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
Figure 79: Forecast of total US FDM sales of household paper products, at current and constant prices, 2006-11
Toilet tissue
Figure 80: Forecast of US FDM sales of toilet tissue, at current and constant prices, 2006-11
Paper towels
Figure 81: Forecast of US FDM sales of paper towels, at current and constant prices, 2006-11
Facial tissue
Figure 82: Forecast of US FDM sales of facial tissue, at current and constant prices, 2006-11
Paper napkins
Figure 83: Forecast of US FDM sales of paper napkins, at current and constant prices, 2006-11
Moist toilet tissue
Figure 84: Forecast of US FDM sales of moist toilet tissue, at current and constant prices, 2006-11
Moist towelettes
Figure 85: Forecast of US FDM sales of moist towelettes, at current and constant prices, 2006-11
Forecast factors

APPENDIX: TRADE ASSOCIATIONS


APPENDIX: NEW PRODUCT BRIEFS
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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