New Market Research Report Added in MarketResearchReports.Biz Reports Database: Household Paper Products - US - February 2014In spite of low overall sales growth and universal household penetration, the household paper market holds opportunities for brands that emphasize quality and performance and that explore ideas that make it easier for consumers to use paper products in a wider array of occasions. At the same time, sustainability is poised to become a more important issue in the category, presenting marketers with a new set of issues and opportunities.
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Table of Content
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Overview
The market
Slow growth as higher quality meets economizing mindset
Figure 1: Total US sales and fan chart forecast of household paper products, at current prices, 2008-18
Toilet paper and paper towels set the pace for the category
Figure 2: Sales of household paper products, segmented by type, 2011 and 2013
Key players
P&G strengthens its lead in the premium tier and the category as a whole
Figure 3: Manufacturer sales of household paper products, 2012 and 2013
The consumer
Incidence continues to slip for facial tissues, paper napkins
Figure 4: Household usage of paper products, by product type, 2009, 2011, and 2013
Product quality a key criterion for most paper purchases
Figure 5: Paper product attribute importance, December 2013
Cleaning effectiveness and strength key elements in toilet tissue marketing
Figure 6: Toilet tissue product preferences, December 2013
Less can mean more for paper towels
Figure 7: Paper towel product preferences, by gender and age, December 2013
Young adults less likely to make a habit of keeping facial tissues handy
Figure 8: Facial tissue product preferences, gender and age, December 2013
Young adults more likely to express interest in a variety of new ideas
Figure 9: Interest in household paper product concepts, by gender and age, December 2013
Sustainability has moderate impact on paper purchase decisions
Figure 10: Attitudes toward sustainability and paper product purchase, by gender and age, December 2013
What we think
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Issues and Insights
Leveraging improved product quality
The issues
The implications
New products and new uses represent opportunities for growth
The issues
The implications
Making sustainability more relevant
The issues
The implications
Trend Application
Trend: Objectify
Trend: Transumers
Mintel Futures: Generation Next
Market Size and Forecast
Key points
Slow growth as higher quality meets economizing mindset
Sales and forecast of household paper products
Figure 11: Total US sales and forecast of household paper products, at current prices, 2008-18
Figure 12: Total US sales and forecast of household paper products, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 13: Total US sales and fan chart forecast of household paper products, at current prices, 2008-18
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Market Drivers
Household income stabilizes but remains weak
Figure 14: Median household income, in inflation-adjusted dollars, 2002-12
Economizing mindset keeps sales growth in check
Figure 15: Paper product shopping behaviors, December 2013
Consumer confidence creeps up only to get knocked back down
Figure 16: Thomson Reuters/University of Michigan Index of Consumer Sentiment, 2008-13
Households with kids decline as a percentage of all households
Figure 17: Households, by presence of children, 2003-13
Growing influence of Hispanic market
Figure 18: Households with own children, by race and Hispanic origin of householder, 2013
Figure 19: Population, by race and Hispanic origin, 2009-19
Competitive Context
Paper towels vs other cleanup products
Interest in quick disinfection spreads, drives wipes growth
Figure 20: Total US sales and forecast of disposable cleaning cloths/wipes, at current prices, 2008-18
State of private label competition
Private label market share growth accelerates in 2013
Figure 21: Household paper product private label market share, segmented by type, 2009-13
Overlap in use occasions creates competition across the segments
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