Market Survey-Household Paper Products - US - February 2014

Topics: Household income in the United States, Paper products, Marketing Pages: 4 (646 words) Published: February 26, 2014
In 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
Data sources
Sales data
Consumer survey data
Abbreviations and terms

Executive Summary

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...
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