TOILET PAPER Trend Watch - SEPTEMBER 2019 - Sozio
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∙ Perfume your world ∙
TOILET PAPER
Trend Watch
SEPTEMBER 2019
0
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.
1
TABLE OF CONTENTS
MARKET
TRENDS FRAGRANCE
OVERVIEW
1 2 3
2
MARKET
OVERVIEW
Ø category overview
1
Ø facts & figures
Ø product showcase
3
MARKET OVERVIEW - category overview
Market Size for Paper Products
(Current Year & Forecast Projection, North America) Toilet paper and
paper towels
account for 82%
of household paper
$19.50 category sales
Source: Mintel
$19.00 $18.92
$18.77
$18.64
$18.49
$18.50 $18.40
Value (bn USD)
$18.17 $18.20
$18.00
$18.00
$17.76 $17.79
$17.56
$17.50
247 212 229 291 331
$17.00
$16.50
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
* # of launches
• 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.
Source: Mintel, Market Sizes
4
MARKET OVERVIEW - category overview
Market Segmentation for Household Paper Products
(Value $bn USD, North America, 2017)
Facial Tissues
11%
Toilet Paper Toilet Paper
(Wet/Dry) (Wet/Dry)
Kitchen
Kitchen 54%
35%
• 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
Source: Mintel, Market Sizes
5
MARKET OVERVIEW - facts & figures
Top Companies for Household Paper Products
Company Retail Market Share by %
(Value %, United States, 2017)
Others
3%
The Procter &
Own Label
Gamble Company The Procter & G amble
26%
32% Company
Kimberly-Clark Corporation
Koch Industries Inc.
Own Label
Koch Industries Inc. Kimberly-Clark
18% Corporation
21%
Source: Mintel, Market Sizes
6
MARKET OVERVIEW - facts & figures
Top Product Claims for Toilet Paper
(% by Variants, North America, 2016-2018)
Environmentally
Friendly Package 2018
14% Environmentally
Friendly Product
28%
Ethical - Recycling
15% 2017
2016
Fragrance Free Ethical - Sustainable
18% (Habitat/Resources)
25% 0 10 20 30 40 50 60 70
Units
• 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.
Source: Mintel GNPD
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MARKET OVERVIEW - product showcase
1. SKINCARE INGREDIENTS INFUSED
1 2
ANDREX - UK MAY FLOWER - CHINA
Andrex Classic Clean Washlets have been relaunched Classic Clean Washlets Zhen Mai Xian Rou Toilet Tissue
‘Cotton Fresh’ Toilet Tissue Wipes
in the UK and now contain micellar water. The
flushable and biodegradable wipes are lightly
moistened with micellar water and feature a cotton-
fresh fragrance.
2. ENZYMED POWERED PAPER
May Flower Zhen Mai Xian Rou Toilet Tissue is
formulated with Npulp, claimed to be the first straw
paper process which doesn't use harsh chemicals,
instead relying on the power of enzymes.
3. AROMATHERAPY CLAIMS
3
CARESS - ITALY
Argantherapy Scented
Caress Argantherapy toilet paper is said to "transform Toilet Paper
your bathroom into a comfortable wellness center to
make you enjoy the beneficial effects of
aromatherapy every day". Providing aromatherapeutic GLAD
qualities in paper products explores how consumers
4
OdorShield Small
are looking for homecare products that provide Trash Bags - Febreze
Beachside Breeze
mental and physical wellbeing.
4. SCENTED SOLUTIONS
A trend toward scentless and unscented household
products has been driven by chemical and ingredient
concerns as well as scent sensitivity. Glad’s
Odorshield touts a OdorShield technology that
guarantees protection against the strongest trash
odor.
5
INFIORE - ITALY
5. QUICK DISSOLVING Selection Soave Compact Toilet Paper
Infiore Selection Soave Compact Toilet Paper is
described as a soft two-ply toilet paper made from
100% pure cellulose. According to AFNOR accredited 6 CLEAN SCENTS®
Paper Towels
tests, it dissolves in nine seconds.
6. INFUSED SCENTS
NEW CLEAN SCENTS® Paper Towels are unique and
innovative with fruit scents. The scented towels
provide a fresh scent for the kitchen through their
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scented cores.
TRENDS
Ø formulation
innovations
2
Ø packaging innovations
Ø new territory
Ø format innovations
9TRENDS - formulation innovations
PERSONAL CARE INGREDIENTS
COCONUT SHEA BUTTER
Emphasizing ingredient efficacy
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 SAXON - UK SAXON - UK
oil also seem well placed to entice users in that Softest Toilet Softest Toilet
Tissue Tissue
market.
CLEAN INGREDIENTS
Healthy properties in toilet paper
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
SORBENT - NEW ZEALAND LIVINGCRAFTS - SOUTH KOREA is dermatologically tested Ph neutral, suitable for
Thick & Large Hypo-Allergenic Flushable Moist Wipes sensitive skin and free from ink, dyes and fragrance.
Toilet Tissue
10TRENDS - packaging innovations IN THE US
45%
of adults say a
PLASTIC-FREE 'made from recycled
products' claim would
encourage them to
buy a product
Reducing plastic packaging
In light of the growing awareness of plastic waste in Source: Mintel
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.
DE LA MARK - UKRAINE WHO GIVES A CRAP - AUSTRALIA
Who Gives A Crap Toilet Paper is made from 100% Toilet Paper Toilet Paper
recycled paper with no dyes, inks or scents.
RECYCLED FIBERS
Appealing to eco consumers
Brands can bolster their eco credentials by reducing the
carbon footprint of production. Examples include using
renewable energy and increasing their use of recycled fibers
and 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
SMOOTH PANDA - GERMANY EARTH SMART - NEW ZEALAND than trees and also grows quickly.
100% Bamboo Recycled Double Length
Toilet Paper 2 Ply Toilet Paper
11TRENDS - new territory
BETWEEN THE “V”
MASS NICHE
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 SEVENTH GENERATION - USA THE HONEY POT - USA
category shows potential to have a disruptive influence Free & Clear Pads Overnight Herbal Pads
on established brands.
SHIFTING THE ECO-FRIENDLY PATH
Wellness that leads into niche hygiene
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
RAEL - USA CORA - USA new designs to be greener, but also improve performance.
Organic Cotton Pads Organic Cotton Pads
12TRENDS - format innovations
FLUSHABLE WIPES
Increasing popularity for Wet Wipes Concerns over its use
NEVE - BRAZIL FESS’NETT - UK NATRACARE - Safe to Flush - UK CHARMIN - US
Wipes with Dermacare Wet Toilet Paper Wipes Moist Wipes Flushable Wipes
Flushable moist wipes and moist towelettes are becoming “Flushable” wipes have been in the spotlight as the
favored by younger consumers. It is a small category, but leading cause of sewer blockages. In 2019, Water UK
can be linked to water conservation, which is a growing announced a new standard for wipes, “Fine to Flush”, a
priority among US and global consumers. logo which will inform consumers that the “wipe doesn’t
contain plastic and will break down in the sewer system.”
Flushable moist wipes are slightly more preferred by
consumers aged 18-34 compared to the general In late 2018 Charmin changed the name of its flagship
population, but have growth potential among older flushable moist wipe from Charmin Fresh Mates to
consumers. 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.
13FRAGRANCE
Ø trends
3
Ø Sozio submissions
14FRAGRANCE - trends
NORTH AMERICA
Fresh Floral Locational Fruity
Cotton · Linen · Rose · Blossoms Hillside · Forest · Ocean Strawberry · Apple ·
Breeze Peach
GLOBAL
Fresh Floral Green/Aromatic Gourmand
Cotton · Linen · Baby Rose · Bouquet · Cherry Aloe Vera · Bamboo · Lavender Honey · Vanilla · Shea
Powder Blossom · Jasmine · Lilac · Chamomile · Cucumber · Green Almond Milk
Orchid · Hibiscus · Marigold · Tea Source: Mintel GNPD
15 Peony · Violet · LotusFRAGRANCE - Sozio submissions Low
Allergen
PEACH BLOSSOM CHAMOMILE CUCUMBER ALOE
SZUSM000127 SZUSM000128 SZUSM000129
TOP TOP TOP
Peach Nectar, Fruity, Cucumber, Mandarin,
Green Apple, Sweet Pineapple Aromatic Green Melon, Dewy Greens
MIDDLE MIDDLE MIDDLE
Rose, Jasmine, Chamomile, Iris, Cyclamen, Violet,
Cyclamen, Leafy Greens Anise, Mint, Camphor Jasmine, Rose
BASE BASE BASE
Coconut, Woody, Fresh Musk,
Almond Dry Hay Sheer Vanilla
16FRAGRANCE - Sozio submissions Low
Allergen
APPLE RAIN LAVENDER FIELDS ROSE PETALS
SZUSM000130 SZUSM000131 SZUSM000132
TOP TOP TOP
Green Apple, Fresh Lavender, Wild Rose
Rhubarb, Watery Greens Herbal, Fir Needles
MIDDLE
MIDDLE MIDDLE Iris,
Waterlily, Muguet, Cyclamen, Lavandin, Heliotrope, Heliotrope, Violet
Rosewater, Peony, Magnolia Violet, Almond Blossom
BASE
BASE BASE Ambrette, Vanilla,
Sheer Musks Vanilla, Sandalwood, Musks
Coconut, Musks
17FRAGRANCE - Sozio submissions Low
Allergen
COTTON FLOWER BABY POWDER SUNFLOWER
SZUSM000133 SZUSM000134 SZUSM000135
TOP TOP TOP
Fresh Cotton, Aldehydic, Aquatic,
Aldehydes, Leafy Greens Fresh Coconut Water, Airy Breeze
MIDDLE MIDDLE MIDDLE
Rose, Violet, Rose, Jasmine, Wild Flower, Jasmine,
Lavender, Jasmine, Neroli Heliotrope, Iris, Lilac Lilac, Heliotrope
BASE BASE BASE
Powdery Musks, Vanilla, Honey, Vanilla Sugar,
Vanilla, Woody Cinnamon, Anise Woody, Clean Musks
18FRAGRANCE - Sozio submissions Low
Allergen
VANILLA HONEY ARGAN SHEA
SZUSM000136 SZUSM000137
TOP TOP
Honey Nectar Peach Nectar,
Shea Butter
MIDDLE
Magnolia, MIDDLE
Almond Milk White Floral,
Lavender, Anise
BASE
Sweet Vanilla, BASE
Sheer Musk Woody,
Amber, Musks
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