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Household Paper Products - SixthSense - YouGov

Household Paper Products, 2011 Reproduction Prohibited

Household Paper Products

Copyright 2011 YouGov Plc


Household Paper Products, 2011 Reproduction Prohibited

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Household Paper Products, 2011 Reproduction Prohibited

Table of Contents

Table of Figures ...................................................................................................................................................... 3

Introduction & Scope .............................................................................................................................................. 4

Report coverage ............................................................................................................................................ 4

Methodology .......................................................................................................................................................... 5

Abbreviations .......................................................................................................................................................... 5

Report Summary ..................................................................................................................................................... 6

The market ............................................................................................................................................................. 6

Toilet tissue ............................................................................................................................................................ 7

Toilet tissue purchasing and usage habits .................................................................................................... 7

Promotions lead the way .............................................................................................................................. 7

Kitchen towel .......................................................................................................................................................... 7

Kitchen towel purchasing and usage habits .................................................................................................. 8

Buying on price.............................................................................................................................................. 8

Facial tissues ........................................................................................................................................................... 9

Facial tissue purchasing and usage habits .................................................................................................... 9

Cost leads the way ........................................................................................................................................ 9

Background ........................................................................................................................................................... 10

Squeeze on spending .................................................................................................................................. 10

More toilets ................................................................................................................................................. 10

Environmental concerns ............................................................................................................................. 12

The Consumer – Toilet Tissue ............................................................................................................................... 14

Usage and buying habits ............................................................................................................................. 14

Pack size ...................................................................................................................................................... 15

Number of rolls used ................................................................................................................................... 15

Uses for toilet roll ........................................................................................................................................ 18

What toilet tissue buyers want ................................................................................................................... 19

The impact of discounting ........................................................................................................................... 20

Product propositions ................................................................................................................................... 21

The colour issue .......................................................................................................................................... 21

Environmental concerns ............................................................................................................................. 21

Purchasing behaviour .................................................................................................................................. 22

Brands used ................................................................................................................................................. 23

Product properties by brand ....................................................................................................................... 24

Moist toilet tissue ................................................................................................................................................. 25

Reasons for using moist toilet tissue .......................................................................................................... 26

The Consumer – Kitchen Towels........................................................................................................................... 28

Kitchen towel usage .................................................................................................................................... 28

Pack size ...................................................................................................................................................... 29

Number of rolls used ................................................................................................................................... 30

Reasons for using kitchen towels ................................................................................................................ 30

What kitchen towel buyers want ................................................................................................................ 32

Purchasing behaviour .................................................................................................................................. 33

Brands used ................................................................................................................................................. 35

Product features by brand .......................................................................................................................... 36

The Consumer – Facial Tissues ............................................................................................................................. 37

Usage of facial tissues ................................................................................................................................. 37

Cloth handkerchiefs .................................................................................................................................... 38

Ply bought ................................................................................................................................................... 40

Reasons for using facial tissues ................................................................................................................... 40

Focus on the face ........................................................................................................................................ 41

Cleaning ....................................................................................................................................................... 42

Tissue places ............................................................................................................................................... 43

What tissue buyers want ............................................................................................................................ 44

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Household Paper Products, 2011 Reproduction Prohibited

Frequency of purchase ................................................................................................................................ 45

Purchasing behaviour .................................................................................................................................. 47

Brands used ................................................................................................................................................. 48

Product features by brand .......................................................................................................................... 49

Establishing Market Size ....................................................................................................................................... 51

Market size .................................................................................................................................................. 51

Toilet tissue ................................................................................................................................................. 52

Kitchen towels ............................................................................................................................................. 53

Facial tissues ............................................................................................................................................... 53

UK Brand Map ....................................................................................................................................................... 54

Toilet tissue ................................................................................................................................................. 55

Facial tissues ............................................................................................................................................... 56

Companies and Brands ......................................................................................................................................... 57

Kimberley-Clark .................................................................................................................................................... 57

Andrex ......................................................................................................................................................... 57

Kleenex ........................................................................................................................................................ 58

Fiesta ........................................................................................................................................................... 59

SCA Hygiene .......................................................................................................................................................... 59

Cushelle (formally Charmin) ........................................................................................................................ 59

Velvet .......................................................................................................................................................... 60

Plenty .......................................................................................................................................................... 60

Georgia Pacific ...................................................................................................................................................... 61

Thirst Pockets .............................................................................................................................................. 61

Lotus Tissues ............................................................................................................................................... 61

Nouvelle ...................................................................................................................................................... 62

Appendix ............................................................................................................................................................... 63

Questionnaire ............................................................................................................................................. 63

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Household Paper Products, 2011 Reproduction Prohibited

Table of Figures

Figure 1 UK household paper product market, 2009-2011 .............................................................................. 6

Figure 2 UK household composition (%) and number of households, 1961-2010 ......................................... 10

Figure 3 Number of toilets per household ...................................................................................................... 11

Figure 4 Actions taken in consideration of environmental concerns ............................................................. 12

Figure 5 Frequency of purchase of toilet tissue .............................................................................................. 14

Figure 6 Purchasing of toilet rolls, by pack size .............................................................................................. 15

Figure 7 Average number of rolls of toilet paper used per household in a typical month ............................. 16

Figure 8 Average number of rolls of toilet paper used per household in a typical month, by number of

toilets ................................................................................................................................................ 17

Figure 9 Toilet roll usage ................................................................................................................................. 18

Figure 10 Features looked for when buying toilet tissue ................................................................................. 20

Figure 11 Purchasing habits .............................................................................................................................. 22

Figure 12 Usage of toilet tissue by brand ......................................................................................................... 23

Figure 13 Most common features looked for when buying toilet tissue by brand purchased ......................... 24

Figure 14 Use of moist toilet tissue .................................................................................................................. 25

Figure 15 Attitudes to moist toilet tissue ......................................................................................................... 26

Figure 16 Kitchen towel buyers ........................................................................................................................ 28

Figure 17 Kitchen towels, purchasing by pack size ........................................................................................... 29

Figure 18 Usage of kitchen rolls, by number of rolls used in a month ............................................................. 30

Figure 19 Kitchen paper towel shows its versatility ......................................................................................... 31

Figure 20 Features looked for when buying kitchen towels ............................................................................. 32

Figure 21 Purchasing decisions when buying kitchen towels ........................................................................... 34

Figure 22 Usage of kitchen towel by brand ...................................................................................................... 35

Figure 23 Features looked for when buying paper towels by brand purchased .............................................. 36

Figure 24 Usage of paper facial tissues ............................................................................................................. 37

Figure 25 Usage of cloth handkerchiefs, by gender and age ............................................................................ 38

Figure 26 Handkerchief habits .......................................................................................................................... 39

Figure 27 Facial tissue buying by type of ply .................................................................................................... 40

Figure 28 Purposes for which facial tissues are used ....................................................................................... 41

Figure 29 Rooms and places where tissues are kept ........................................................................................ 43

Figure 30 Features looked for when purchasing facial tissues ......................................................................... 44

Figure 31 How often boxed paper facial tissues are bought ............................................................................ 45

Figure 32 Number of boxes on the go at one time ........................................................................................... 46

Figure 33 Frequency of purchase of pocket packets ........................................................................................ 47

Figure 34 Purchasing behaviour when buying facial tissues ............................................................................. 47

Figure 35 Facial tissue brands used .................................................................................................................. 48

Figure 36 Features looked for when buying paper towels, by brand ............................................................... 49

Figure 37 UK household paper product market, 2010 ..................................................................................... 51

Figure 38 UK household paper product market by sub category, 2010 ........................................................... 52

Figure 39 Leading household paper product companies, 2010 ........................................................................ 54

Figure 40 Leading toilet tissue brands, 2010 .................................................................................................... 55

Figure 41 Leading kitchen towel brands, 2010 ................................................................................................. 55

Figure 42 Leading facial tissue brands, 2010 .................................................................................................... 56

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