Post on 21-Dec-2021
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Toilet paper accounts for the largest segment in household paper products, and due to its intimate usage, it is also the segment where consumers are least
likely to trade performance for cost. Consumers increasingly believe that store
brands are as good as name brands and that in most cases, premium innovations are not worth the extra cost. Despite these trends, there are
growth opportunities over time that will require brands to innovate their
products.
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MARKET OVERVIEW
1Ø c a t e g o r y o v e r v i e w
Ø f a c t s & f i g u r e s
Ø p r o d u c t s h o w c a s e
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Market Size for Paper Products(Current Year & Forecast Projection, North America)
Source: Mintel, Market Sizes
• Household paper represents one of the most inert CPG (consumer packaged goods) categories.
• The market is projected to grow 3.3%, which amounts to market worth of $18.9 billion by 2022.
* # of launches
MARKET OVERVIEW - category overview
$17.56$17.76 $17.79
$18.00$18.17 $18.20
$18.40$18.49
$18.64$18.77
$18.92
$16.50
$17.00
$17.50
$18.00
$18.50
$19.00
$19.50
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Valu
e (b
n US
D)
247 212 229 291 331
Toilet paper and paper towels
account for 82% of household paper
category sales
Source: Mintel
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• Toilet Paper (Wet/Dry) [$9.73] dominates the household paper product market, with 54% of products being paper and moist toilet paper/tissues.
• Kitchen [$6.43] products include kitchen towels, napkins, and serviettes.
• Facial Tissues [$2.05] includes handkerchiefs. This category along with napkins are being cannibalized by toilet paper and paper towels, as consumers substitute products across segments.• 30% of US adults use toilet paper as a substitute for facial tissue
MARKET OVERVIEW - category overviewMarket Segmentation for Household Paper Products
(Value $bn USD, North America, 2017)
Source: Mintel, Market Sizes
Toilet Paper (Wet/Dry)
54%Kitchen35%
Facial Tissues11%
Toilet Paper(Wet/Dry)Kitchen
6Source: Mintel, Market Sizes
Top Companies for Household Paper ProductsCompany Retail Market Share by %
(Value %, United States, 2017)
MARKET OVERVIEW - facts & figures
The Procter & Gamble Company
32%
Kimberly-Clark Corporation
21%
Koch Industries Inc.18%
Own Label26%
Others3%
The Procter & GambleCompanyKimberly-Clark Corporation
Koch Industries Inc.
Own Label
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Top Product Claims for Toilet Paper(% by Variants, North America, 2016-2018)
Source: Mintel GNPD
• Environmentally Friendly Product claims lead as a main concern for consumers who are making “green” purchases.
• Still in line with Environmentally Friendly Product is Ethical-Sustainable (Habitat/Resources) claim which accounts for products that don’t participate in agricultural waste, are responsibly sourced, and use alternative fibers versus the common virgin wood pulp.
MARKET OVERVIEW - facts & figures
Environmentally Friendly Product
28%
Ethical - Sustainable (Habitat/Resources)
25%
Fragrance Free18%
Ethical - Recycling15%
Environmentally Friendly Package
14%
0 10 20 30 40 50 60 70
2016
2017
2018
Units
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ANDREX - UKClassic Clean Washlets
‘Cotton Fresh’ Toilet Tissue Wipes1 MAY FLOWER - CHINA
Zhen Mai Xian Rou Toilet Tissue2
CARESS - ITALYArgantherapy Scented
Toilet Paper3
INFIORE - ITALYSelection Soave Compact Toilet Paper5
MARKET OVERVIEW - product showcase
GLADOdorShield Small
Trash Bags - Febreze Beachside Breeze4
CLEAN SCENTS® Paper Towels6
1. SKINCARE INGREDIENTS INFUSEDAndrex Classic Clean Washlets have been relaunchedin the UK and now contain micellar water. Theflushable and biodegradable wipes are lightlymoistened with micellar water and feature a cotton-fresh fragrance.2. ENZYMED POWERED PAPERMay Flower Zhen Mai Xian Rou Toilet Tissue isformulated with Npulp, claimed to be the first strawpaper process which doesn't use harsh chemicals,instead relying on the power of enzymes.
3. AROMATHERAPY CLAIMSCaress Argantherapy toilet paper is said to "transformyour bathroom into a comfortable wellness center tomake you enjoy the beneficial effects ofaromatherapy every day". Providing aromatherapeuticqualities in paper products explores how consumersare looking for homecare products that providemental and physical wellbeing.4. SCENTED SOLUTIONSA trend toward scentless and unscented householdproducts has been driven by chemical and ingredientconcerns as well as scent sensitivity. Glad’sOdorshield touts a OdorShield technology thatguarantees protection against the strongest trashodor.5. QUICK DISSOLVINGInfiore Selection Soave Compact Toilet Paper isdescribed as a soft two-ply toilet paper made from100% pure cellulose. According to AFNOR accreditedtests, it dissolves in nine seconds.
6. INFUSED SCENTSNEW CLEAN SCENTS® Paper Towels are unique andinnovative with fruit scents. The scented towelsprovide a fresh scent for the kitchen through theirscented cores.
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TRENDS
2Ø f o r m u l a t i o n
i n n o v a t i o n s
Ø p a c k a g i n g i n n o v a t i o n s
Ø n e w t e r r i t o r y
Ø f o r m a t i n n o v a t i o n s
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TRENDS - formulation innovations PERSONAL CARE INGREDIENTS
Emphasizing ingredient efficacy
SAXON - UKSoftest Toilet
Tissue
Coconut oil isn’t just used for cooking anymore, Saxon’s toilet paper is enriched with extracts of coconut oil, following popular trends found in food and beauty markets. Mintel research shows that when buying toilet paper, 57% of buyers consider softness to be a key factor when purchasing, with the inclusion of coconut oil potentially boosting associations with this aspect.
Furthermore, the moisturizing properties of coconut oil also seem well placed to entice users in that market.
SAXON - UKSoftest Toilet
Tissue
COCONUT SHEA BUTTER
CLEAN INGREDIENTS
Value-added benefits are a staple in tissue innovation to drive category value growth. The industry has seen a wide range of
value-added benefits – from ingredients in the products to functional benefits. Examples of added benefits through additional ingredients include scents, disinfectants, and
lotions/oils for gentleness on skin.
Sorbent Thick & Large Hypo-Allergenic Toilet Tissue is dermatologically tested Ph neutral, suitable for
sensitive skin and free from ink, dyes and fragrance.
Healthy properties in toilet paper
SORBENT - NEW ZEALANDThick & Large Hypo-Allergenic
Toilet Tissue
LIVINGCRAFTS - SOUTH KOREAFlushable Moist Wipes
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TRENDS - packaging innovations PLASTIC-FREE
Reducing plastic packaging In light of the growing awareness of plastic waste in the environment, there is opportunity for brands to embrace paper packaging and reduce the category’s plastic footprint. De La Mark Toilet Paper is a two-ply product made from carefully bleached recycled paper. The packaging is plastic-free and the paper is said to be gentle for skin. Who Gives A Crap Toilet Paper is made from 100% recycled paper with no dyes, inks or scents.
RECYCLED FIBERS
Appealing to eco consumers
DE LA MARK - UKRAINEToilet Paper
WHO GIVES A CRAP - AUSTRALIAToilet Paper
SMOOTH PANDA - GERMANY100% Bamboo Toilet Paper
EARTH SMART - NEW ZEALANDRecycled Double Length
2 Ply Toilet Paper
Brands can bolster their eco credentials by reducing the carbon footprint of production. Examples include using
renewable energy and increasing their use of recycled fibersand locally grown sustainable fibers.
Smooth Panda 100% Bamboo Toilet Paper is unbleached and features a natural bamboo fragrance. According to the manufacturer, bamboo needs fewer fertilizers or pesticides
than trees and also grows quickly.
IN THE US
45%of adults say a
'made from recycled products' claim would encourage them to
buy a product
Source: Mintel
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TRENDS - new territoryBETWEEN THE “V”
Finding new paths towards “femcare” The natural feminine care sector is small, but is growing faster than the broader market. While many of these brands are sold exclusively online, some are migrating onto the shelfs of major retailers, suggesting a transition from niche to mainstream. Unilever’s 2017 acquisition of Seventh Generation brings up the idea that the feminine care category also needs to prepare for global powerhouses becoming green niche rivals. Natural material innovation from outside the category shows potential to have a disruptive influence on established brands.
SHIFTING THE ECO-FRIENDLY PATH
Wellness that leads into niche hygiene
SEVENTH GENERATION - USAFree & Clear Pads
THE HONEY POT - USAOvernight Herbal Pads
The natural sanitary protection niche is growing. The past three years have seen the launch of numerous green brands with similar materials and messaging. Organic cotton, social
responsibility and health- and wellness-based marketing define these brands. The segment is smartly positioned on
alternative materials and convenient distribution methods.
It will become more important for eco-friendly brands to trial new designs to be greener, but also improve performance. RAEL - USA
Organic Cotton PadsCORA - USA
Organic Cotton Pads
MASS NICHE
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TRENDS - format innovations FLUSHABLE WIPES
Increasing popularity for Wet Wipes
Flushable moist wipes and moist towelettes are becoming favored by younger consumers. It is a small category, but can be linked to water conservation, which is a growing
priority among US and global consumers.
Flushable moist wipes are slightly more preferred by consumers aged 18-34 compared to the general
population, but have growth potential among older consumers.
NEVE - BRAZILWipes with Dermacare
FESS’NETT - UK Wet Toilet Paper Wipes
“Flushable” wipes have been in the spotlight as the leading cause of sewer blockages. In 2019, Water UK
announced a new standard for wipes, “Fine to Flush”, a logo which will inform consumers that the “wipe doesn’t contain plastic and will break down in the sewer system.”
In late 2018 Charmin changed the name of its flagship flushable moist wipe from Charmin Fresh Mates to
Charmin Flushable Wipes. This move may be influenced by calls for the industry to create a clearer distinction
between flushable and non-flushable wipes to help reduce clogs from consumers who flush baby and household
cleaning wipes down the toilet.
Concerns over its use
NATRACARE - Safe to Flush - UKMoist Wipes
CHARMIN - US Flushable Wipes
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Floral Rose · Bouquet · Cherry
Blossom · Jasmine · Lilac · Orchid · Hibiscus · Marigold ·
Peony · Violet · Lotus
FRAGRANCE - trends NORTH AMERICA
GLOBAL
FreshCotton · Linen ·
Breeze
FruityStrawberry · Apple ·
Peach
LocationalHillside · Forest · Ocean
Floral Rose · Blossoms
FreshCotton · Linen · Baby
Powder
GourmandHoney · Vanilla · Shea
Almond Milk
Green/AromaticAloe Vera · Bamboo · Lavender Chamomile · Cucumber · Green
Tea Source: Mintel GNPD
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FRAGRANCE - Sozio submissions Low Allergen
TOPCucumber, Mandarin, Melon, Dewy Greens
MIDDLECyclamen, Violet,
Jasmine, Rose
BASEFresh Musk,Sheer Vanilla
CUCUMBER ALOE
TOPPeach Nectar,
Green Apple, Sweet Pineapple
MIDDLERose, Jasmine,
Cyclamen, Leafy Greens
BASECoconut,Almond
PEACH BLOSSOM
TOPFruity,
Aromatic Green
MIDDLEChamomile, Iris,
Anise, Mint, Camphor
BASEWoody,Dry Hay
CHAMOMILE SZUSM000129SZUSM000127 SZUSM000128
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FRAGRANCE - Sozio submissions Low Allergen
TOPWild Rose
MIDDLEIris,
Heliotrope, Violet
BASEAmbrette, Vanilla,Sandalwood, Musks
ROSE PETALS
TOPGreen Apple,
Rhubarb, Watery Greens
MIDDLEWaterlily, Muguet, Cyclamen,Rosewater, Peony, Magnolia
BASESheer Musks
APPLE RAIN
TOPFresh Lavender,
Herbal, Fir Needles
MIDDLELavandin, Heliotrope,
Violet, Almond Blossom
BASEVanilla,
Coconut, Musks
LAVENDER FIELDSSZUSM000132SZUSM000130 SZUSM000131
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FRAGRANCE - Sozio submissions Low Allergen
TOPAquatic,
Coconut Water, Airy Breeze
MIDDLEWild Flower, Jasmine,
Lilac, Heliotrope
BASEVanilla Sugar,
Woody, Clean Musks
SUNFLOWER
TOPFresh Cotton,
Aldehydes, Leafy Greens
MIDDLERose, Violet,
Lavender, Jasmine, Neroli
BASEPowdery Musks, Vanilla, Woody
COTTON FLOWER
TOPAldehydic,
Fresh
MIDDLERose, Jasmine,
Heliotrope, Iris, Lilac
BASEVanilla, Honey,
Cinnamon, Anise
BABY POWDERSZUSM000135SZUSM000133 SZUSM000134
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FRAGRANCE - Sozio submissions Low Allergen
TOPHoney Nectar
MIDDLEMagnolia,
Almond Milk
BASESweet Vanilla,Sheer Musk
VANILLA HONEY
TOPPeach Nectar,Shea Butter
MIDDLEWhite Floral,
Lavender, Anise
BASEWoody,
Amber, Musks
ARGAN SHEASZUSM000136 SZUSM000137
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Latin & North AmericaSozio Inc
51 Ethel Road West Piscataway, NJ 08854 USAPhone: (+1) 732 572 5600Fax: (+1) 732 572 0944
AsiaJ&E Sozio Asia Ltd
Unit C6, 15/F, TML TowerNo.3 Hoi Shing Road - Tsuen Wan,
N.T. Hong KongPhone: (852) 2111 0842Fax: (852) 2111 0942
Europe, Africa and Middle East
Sozio SAS
6, Rue Barbès - CS8005092532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60Fax: + 33 (0) 1 81 93 00 98
∙ Perfume your world ∙
www.jesozio.com