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HOUSEHOLD PAPER PRODUCTS - US - JANUARY 2018

Published By :

Mintel

Published Date : Jan 2018

Category :

Pulp

No. of Pages : N/A

The US household paper market has shown only modest growth since 2012, due to limited usage among younger generations of discretionary products, more premium private label offerings, and challenges in differentiation in a highly functional category. Expanding appeal to younger, dynamic consumer groups, including parents and Hispanics, will hinge on promoting eco-friendly options and offering more innovations in benefits, formats, and functionality.

Table of Contents

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
The issues
Mature market challenged by limited engagement and focus on value
Figure 1: Total US sales and fan chart forecast of household paper products, at current prices, 2012-22
Aging population poses challenge to many categories
Figure 2: Repertoire of household paper products regularly purchased, by generation, November 2017
Value-driven mindset present across product segments
Figure 3: Purchase product on sale or with coupon, by type of paper product, November 2017
The opportunities
Wipes see growth among key demographics
Figure 4: Any (net) and regular usage of wipes, by generation, parental status, and Hispanic origin, November 2017
Interest in added benefits suggests potential for innovative offerings
Figure 5: Interest in facial tissue with added benefits, by generation and Hispanic origin, November 2017
Eco-friendly options appeal to younger generations
Figure 6: Purchase of any eco-friendly paper products, by generation, November 2017
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Slow growth in mature $18.2 billion market
Product staples are largest segments, but wipes are fastest growing
Cleaning wipes and reusable products compete with paper products
Despite positive economic context, economizing mindset limits growth
Challenges to the market with aging population
MARKET SIZE AND FORECAST
Slow growth seen in mature $18.2 billion market
Figure 7: Total US sales and fan chart forecast of household paper products, at current prices, 2012-22
Figure 8: Total US sales and forecast of household paper products, at current prices, 2012-22
MARKET BREAKDOWN
Toilet paper and paper towels account for majority of market
Figure 9: Share of household paper product retail sales, by segment, 2017 (est)
Most segments struggle, while wipes thrive
Figure 10: Total US retail sales of household paper products, by segment, at current prices, 2015 and 2017
Trended data shows declining usage of facial tissues and napkins
Figure 11: Household usage of paper products, by product type, 2012-17
Other retail channels build sales
Figure 12: Total US retail sales of household paper products, by channel, at current prices, 2015 and 2017
MARKET PERSPECTIVE
Cleaning and disinfecting wipes compete with traditional paper towels
Competition from reusable products and interest in green options
MARKET FACTORS
Macroeconomic factors suggest fairly positive outlook
Figure 13: Consumer Sentiment Index, January 2007-October 2017
Entrenched value-driven mindset remains a challenge
Figure 14: Disposable personal income change from previous period, January 2007-October 2017
Aging population and usage shifts of younger buyers challenge growth
Figure 15: US population, by generation, 2012-22
KEY PLAYERS – WHAT YOU NEED TO KNOW
P&G builds share while other players struggle
Private label builds share across most segments
More wipes, material innovations, and smart monitoring on the horizon
COMPANY AND BRAND SALES OF HOUSEHOLD PAPER PRODUCTS
P&G builds share, but private label is the biggest winner
Figure 16: Multi-outlet sales of household paper products, by leading companies, rolling 52 weeks 2016 and 2017
WHAT’S WORKING?
Strongest gains seen in moist towelettes and flushable wet wipes
Private label posts gains across all segments except napkins
P&G sees gains thanks to leading brands
Bounty leverages well-known brand across different product tiers, focuses on families
Figure 17: Bounty ad, “more life per roll”, 2016
Tiered offerings under the Charmin brand, promoted with playful, irreverent ads
Figure 18: Charmin ad, “Shiney Hiney Song”, 2016
WHAT’S STRUGGLING?
Kimberly-Clark and Koch Industries fail to maintain share
Challenges in napkins, facial tissues impact leading players
WHAT’S NEXT?
Renewable sources and eco-friendly products
The integration of natural scents and food-based ingredients could enhance value
Probiotic tissue offers potential to address odor and plumbing issues
Smart devices can monitor paper usage, replenishment
Customization of paper offerings and expanded colors, designs
THE CONSUMER – WHAT YOU NEED TO KNOW
Penetration and usage highest for staples, lower for other segments
Paper towels used for range of purposes, especially among younger adults
Substitution limits growth in tissue segment
Younger consumers, parents, and Hispanics engaged in wipe segment
Older and affluent consumers comprise core napkin consumer base
Brick and mortar retailers lead as consumers seek value
Younger generations show highest interest in eco-friendly products
PURCHASE OF HOUSEHOLD PAPER PRODUCTS
Paper product staples enjoy near universal penetration
Figure 19: Any and regular purchase of household paper products, November 2017
Greatest share of consumers regularly use three to four paper products
Figure 20: Repertoire analysis of regularly purchased products, November 2017
Younger generations stick to basics, older users embrace a range
Figure 21: Repertoire of household paper products regularly purchased, by generation, November 2017
Affluent households regularly use a greater range of products
Figure 22: Repertoire of household paper products regularly purchased, by household income, November 2017
Parental status drives the number and variety of products used
Figure 23: Repertoire of household paper products regularly purchased, by parental status, November 2017
PURCHASE OF PAPER TOWELS AND REASONS FOR USING
Paper towels are used by vast majority
Figure 24: Purchase of paper towels, November 2017
Younger adults over index for usage of towels infused with disinfectant
Figure 25: Any (net) or regular purchase of paper towels infused with disinfectant, by generation, November 2017
Paper towels widely used, especially for cooking and cleaning
Figure 26: Reasons for using paper towels, November 2017
Younger generations prone to use paper towels for body care
Figure 27: Reasons for using paper towels, by generation, November 2017
Lower-income users seek function from paper towels
Figure 28: Reasons for using paper towels, by household income, November 2017
Parents want convenience
Figure 29: Reasons for using paper towels, by parental status, November 2017
PURCHASE OF AND ATTITUDES TOWARD FACIAL TISSUES
Facial tissues not considered household staple
Figure 30: Purchase of facial tissues, November 2017
Income drives regular purchase, especially of boxed tissue
Figure 31: Regular purchase of facial tissues, boxed and pocket, by household income, November 2017
Regular purchase of tissues is low among younger generations
Figure 32: Any (net) and regular purchase of facial tissues, boxed and pocket, by generation, November 2017
Race and Hispanic origin shape usage of tissue
Figure 33: Regular purchase of facial tissues, boxed and pocket, by race/Hispanic origin, November 2017
Toilet paper serves as a substitute for tissues
Figure 34: Attitudes toward facial tissues, November 2017
Opportunities in tissues with added benefits
Younger generations willing to substitute, use occasionally
Figure 35: Attitudes that limit usage of facial tissues, by generation, November 2017
Despite limited usage, younger generations want added benefits
Figure 36: Interest in facial tissue with added benefits, by generation, November 2017
PURCHASE OF AND ATTITUDES TOWARD TOILET PAPER AND WIPES
Toilet paper sees universal usage
Figure 37: Purchase of toilet paper and wipes, November 2017
Usage of wipes higher among younger generations
Figure 38: Any (net) and regular purchase of wipes, by generation, November 2017
Parents want convenience of wipes
Figure 39: Any (net) and regular purchase of wipes, by parental status, November 2017
Mixed attitudes toward toilet paper and wipes
Figure 40: Attitudes toward toilet paper and wipes, November 2017
Younger consumers use wipes, but have concerns
Figure 41: Attitudes toward toilet paper and wipes, by generation, November 2017
Benefits to wipes relevant to parents
Figure 42: Attitudes toward toilet paper and wipes, by parental status, November 2017
PURCHASE OF AND ATTITUDES TOWARD PAPER NAPKINS
Paper napkins are viewed as discretionary
Figure 43: Purchase of paper napkins, November 2017
Older generations use napkins regularly
Figure 44: Any (net) and regular purchase of paper napkins, by generation, November 2017
Income drives purchase of napkins
Figure 45: Any (net) and regular purchase of paper napkins, by household income, November 2017
Consumers are split on usage of napkins
Figure 46: Attitudes toward paper napkins, November 2017
Younger generations are occasional users
Figure 47: Attitudes related to usage occasions of paper napkins, by generation, November 2017
Younger generations hold favorable views of reusable options
Figure 48: Attitudes toward reusable/cloth napkins, by generation, November 2017
SHOPPING FOR HOUSEHOLD PAPER PRODUCTS
Vast majority of purchases made at brick and mortar stores
Figure 49: type of retailer used, by type of paper product, November 2017
Younger generations more likely to shop online
Figure 50: Type of retailer used for purchasing any paper product (net), by generation, November 2017
Sales and coupons are standard across product types
Figure 51: Purchased on sale or with coupon, by type of paper product, November 2017
Name brands are favored, but store brands are widely used
Figure 52: Type of brand purchased, by type of paper product, November 2017
Eco-friendly options see niche usage
Figure 53: Purchase of eco-friendly paper products, by type of paper product, November 2017
While limited, younger generations more open to eco-friendly options
Figure 54: Purchase of any eco-friendly paper products (net), by generation, November 2017
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
APPENDIX – THE MARKET
Figure 55: Total US sales and forecast of household paper products, at inflation-adjusted prices, 2012-22
Figure 56: Total US retail sales of household paper products, by segment, at current prices, 2012-22
Figure 57: Total US retail sales of household paper products, by channel, at current prices, 2012-2017
Figure 58: Cost to raise a child from birth to age 18 for middle-income families, by share of expense, 1993 vs 2013
Figure 59: Average household size, by race and Hispanic origin, 2016
Figure 60: Distribution of generations by race and Hispanic origin, 2017
Figure 61: Median household income, by race and Hispanic origin of householder, 2015
APPENDIX – KEY PLAYERS
Figure 62: Multi-outlet sales of paper napkins, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 63: Multi-outlet sales of paper towels, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 64: Multi-outlet sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 65: Multi-outlet sales of facial tissue, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 66: Multi-outlet sales of flushable wet wipes, by leading companies and brands, rolling 52 weeks 2016 and 2017
Figure 67: Multi-outlet sales of hand/face moist towelettes, by leading companies and brands, rolling 52 weeks 2016 and 2017
APPENDIX – THE CONSUMER
Figure 68: Paper towel brand usage, Summer 2012-17
Figure 69: Paper napkin brand usage, Summer 2012-17
Figure 70: Toilet paper brand usage, Summer 2012-17
Figure 71: Facial tissue brand usage, Summer 2012-17

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