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Executive Summary

Table of Contents

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EXECUTIVE SUMMARY

The market for disposable paper products was worth an estimated £2.18bn in 1998. Disposable tissue products -- toilet tissue, facial tissues, kitchen rolls and wet wipes -- comprise by far the largest sector, accounting for 60.1 percent of market value in 1998. Disposable nappies accounted for a further 24.1 percent and sanitary protection products, 15.8 percent.
This is a mature market which is dominated by a handful of multinational companies and which enjoys a high level of brand loyalty, particularly in the sanitary protection sector. Such brand recognition necessitates considerable advertising and marketing support, as well as constant product innovation, in what has become a highly competitive marketplace.
Demand is affected by demographic trends, rather than economic climate, since many of the products are deemed necessities. Nevertheless, in some areas, there is a distinct divide between value-added items and basic commodities. For example, recent years have witnessed the introduction of moist toilet tissue, facial tissues with soothing balm, kitchen rolls with `thirst pockets' and `ultra' sanitary towels with `wings'. At the other extreme, the grocery multiples have introduced aggressively discounted basic lines.
Own-brand products are strong in the disposable tissues sector and are making inroads into disposable nappies. As yet, private label has had little success in the sector for feminine hygiene products, where women look for reliability above price. However, as the trend towards improved quality and innovation within the private label sector continues, own label is likely to become a stronger contender.
The industry has to strike a balance between its commercial objectives and the interests of the consumer and the environment. Disposable paper products contain a variety of toxins, including dioxin, which has been linked to reproductive disorders, birth defects and cancer. It is hardly surprising, therefore, that there should be mounting concern about the effects of disposable products on consumers' health and, since the majority end up in landfill sites, on the environment.
The industry also uses vast quantities of water and energy, and while recycling goes some way to addressing this problem, there is an ongoing commitment to the challenge of minimising adverse effects on both the consumer and the environment.
Key Note forecasts annual growth of between 3 percent and 4 percent per year between 1999 and 2002, with total sales reaching £2.51bn in 2002. Disposable nappies and sanitary protection will show the fastest growth, with sales rising by 20.1 percent and 21.2 percent respectively between 1999 and 2002. Sales of disposable tissue products are forecast to rise by a much lower 5.8 percent over the same period.

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TABLE OF CONTENTS

Executive Summary

Market Definition

INTRODUCTION

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Manufacturers' Sales of Pulp, Paper and Paper Products (£m), 1994-1996

Table 2: Birth Rate in England and Wales (number of live births), 1957-1997

Table 3: Resident Female Population in the UK (000), 1961-2001

Market Size

THE TOTAL MARKET

MARKET SECTORS

Table 4: UK Market for Disposable Paper Products (£m at rsp), 1994-1998

Table 5: UK Market for Disposable Paper Products by Sector (£m at rsp and percent), 1998

Table 6: Market Segmentation of the Disposable Tissue Products Sector (£m at rsp and percent), 1998

Table 7: Sales of Disposable Nappies by Value (£m at rsp), 1994-1998

Table 8: Sales of Disposable Nappies by Volume (million units), 1994-1998

Table 9: Sales of Sanitary Protection Products by Value (£m at rsp), 1994-1998

Table 10: Market Segmentation of the Sanitary Protection Products Sector by Value and Volume (£m at rsp and million pieces), 1997

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

DISTRIBUTION

TRADE ASSOCIATIONS

EXHIBITIONS

Table 11: UK Manufacturers of Paper and Paperboard Household and Sanitary Goods and Toilet Requisites by Turnover Size (number of units and percent), 1998

Table 12: UK Manufacturers of Paper and Paperboard Household and Sanitary Goods and Toilet Requisites by Employment Size (number of local units and percent),

1998

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

BRANDS

ADVERTISING AND PROMOTION

Table 13: Leading Manufacturers of Disposable Paper Products by Sector, 1998

Table 14: Leading Manufacturers of Disposable Paper Products by Turnover (£m), 1997/1998

Table 15: Procter & Gamble Company Revenue by Product Sector ($bn), 1997

Table 16: Main Media Advertising Expenditure on Disposable Paper Products (£000), Year Ending September 1997 and 1998

Table 17: Main Media Advertising Expenditure on Disposable Nappies (£000), Year Ending September 1998

Table 18: Main Media Advertising Expenditure on Sanitary Protection Products (£000), Year Ending September 1998

Table 19: Main Media Advertising Expenditure on Disposable Tissue Products (£000), Year Ending September 1998

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

Table 20: Quantity of Toilet Paper Used in Households ( percent of housewives), 1998

Table 21: Penetration of Kitchen Rolls and Paper Towels by Age ( percent of housewives), 1998

Table 22: Penetration of Facial Tissues by Age ( percent of housewives), 1998

Table 23: Penetration of Disposable Nappies by Age and Social Grade ( percent of housewives), 1998

Table 24: Usage of Sanitary Protection Products by Age ( percent of women using), 1998

Table 25: Usage of Sanitary Protection Products by Type ( percent of women using), 1998

Outside Suppliers to the Industry

RAW MATERIALS

OWN-LABEL SUPPLIERS

Current Issues

ACQUISITIONS, CLOSURES AND MERGERS

OTHER CORPORATE NEWS

ENVIRONMENTAL ISSUES

HEALTH ISSUES

VALUE-ADDED TAX (VAT)

Forecasts

MARKET TRENDS

FORECASTS 1999 TO 2002

CONCLUSION

Table 26: Market Forecast for Disposable Paper Products (£m), 1999-2002

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

Text © 1999 Key Note

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Last updated by Jacob van Eldik 21th January 2000