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The U.S. Market for Household Paper Products

This all new report from Packaged Facts, The U.S. Market for Household Paper Products , provides an in-depth look at the home disposable paper product market, including Toilet Tissue, Paper Towels, Facial Tissue, Paper Napkins, Cups & Plates. This market, dominated by top three players, Procter & Gamble, Kimberly Clark and Georgia-Pacific, was in decline the past few years, but is showing signs of revival in 2005.

In fact, retail sales are estimated to reach $13.7 billion in 2005, a 4.8% growth over 2004. This Packaged Facts report documents market size and composition with sales projection through 2010, the brand share of major marketers, the key distribution and retail trends, and provides detailed demographic profiles of household paper consumers across the categories, and corporate profiles of leading players.

The U.S. Market for Household Paper Products also covers the major factors to growth in the industry, such as growing consumer hygiene especially in the face of recent reports on cold and flu epidemics and the aging American population which positively affect sales in the category.

Report Methodology
The information in The U.S. Market for Household Paper Products is based on both primary and secondary research. Primary research involved an examination of the retail milieu, discussions with marketing, public relations and industry analysts within the household paper products market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures primarily from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data compiled by TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. The analysis of consumer demographics derives from Simmons Market Research Bureau survey data for Spring 2005. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report looks at key segments of the household paper products category, including Toilet Tissue, Paper Towels, Cups & Plates, Facial Tissue and Paper Napkins, examining trends for growth and projecting sales of products through 2010. It analyzes consumer demographics and their current and projected impact on sales of household paper products. It provides up-to-date competitive profiles of marketers of household paper products and brands and discusses the influence of demographic trends as a driver of retail trends. The report also spotlights new products and current distribution trends, and offers readers trends and marketing opportunities within the household paper products industry.

What You’ll Get in this Report
The U.S. Market for Household Paper Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Household Paper Products offers.

The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • The Consumer
  • The Products

Trends and Opportunities
Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the household paper products market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for household paper products, as well as projected sales and trends through 2010. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the household paper products consumer based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for household paper products.
  • Research and development professionals stay on top of competitor initiatives and explore demand for household paper products.
  • Advertising agencies working with clients in the household paper products industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • Business development executives understand the dynamics of the market and identify possible partnerships.
  • Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.


  • Executive Summary
    • Report Scope and Methodology
    • Methodology
    • The Market
      • Market Size and Growth
    • Market Composition
      • Table IRI-Tracked Retail Sales Share of Household Paper Products by Category, 2000- 2005(E) (in %)
    • The Marketers
    • Marketing Dynamics
      • Ad Spends
    • Marketing and Advertising Initiatives
      • Brawny Man Gets a Makeover
      • Internet Marketing - Innocent Escapes
      • Georgia-Pacific Teams up With NASCAR
      • Bounty Extends to Glass & Surfaces
      • Solo Brings in Robots
      • Quilted Northern Revamped
    • Retail
      • Drug Store Sales
      • Cross Merchandising and Cross-Shelving Opportunities
      • Summer's Prime Time for Retailers
      • New Product Introductions
    • Market Trends
      • Hygiene Concerns
    • Environmentally Conscious
    • Convenience Plays an Important Role
    • Rising Raw Material Costs
    • Demand Grows as Consumer Ages
    • Presence of Children Affects Frequency of Use
    • Higher Usage Frequency Among Hispanics
    • Septic Safe Products
    • Products Targeting Kids
    • Products Free from Artificial and Harmful Ingredients
    • TAD Technology Enables High Quality Products
    • The Consumer
      • Toilet Paper
    • Paper Towels
    • Facial Tissue
    • Paper Napkins
    • Disposable Cups and Plates
    • Projections
  • The Market
    • Household Paper Product Categories
      • Toilet Tissue
      • Paper Towels
      • Facial Tissue
      • Paper Napkins
      • Disposable Cups and Plates
  • Market Overview
    • Market Size and Growth
      • Table IRI-Tracked Retail Sales of Household Paper Products by Category, 2000-2005 (E) (in million $)
    • Dollar Sales Up While Unit Sales Decline
      • Table Change in Dollar Sales and Unit Sales, 2005 over 2004 (In %)
    • Market Composition
    • Toilet Tissue
    • Paper Towels
    • Facial Tissue
    • Paper Napkins
    • Disposable Cups and Plates
    • Factors Affecting Market Growth
      • Germ Warfare
    • Convenient and Clean
    • A Throw Away Nation
    • Expense of Raw Materials
    • Product Innovation
    • Road Ahead
  • Marketers
    • Introduction
    • Market Overview
      • Top Three Players Dominate
      • P&G and Kimberly- Clark on a Positive Swing
        • Table IRI-Tracked Retail Sales of Top Household Paper Marketers, 2000-2005 (E) (in million $)
      • Bounty, Scott & Kleenex On A Growth Path
        • Table IRI-Tracked Retail Sales for Top Household Paper Brands, 2000-2005 (E) (in million $)
    • Toilet Tissue
    • Marketer and Brand
      • Kimberly Clark, The 2005 Category Leader
      • Georgia-Pacific Position Threatened
        • Table IRI-Tracked Retail Sales for Top Toilet Tissue Marketers, 2000-2005 (E) (in million $)
        • Table IRI-Tracked Retail Sales for Top Toilet Tissue Brands, 2000-2005 (E) (in million $)
    • Paper Towels
    • Marketers and Brands
      • P&G to Dominate
      • Growth for Scott Paper Towels
        • Table IRI-Tracked Retail Sales for Top Paper Towel Marketer, 2000-2005 (E) (in million $)
        • Table IRI-Tracked Retail Sales for Top Paper Towel Brands, 2000-2005 (E) (in million $)
    • Napkins
      • Marketer and Brand
      • Solo Cups Co.'s Acquisition of SF Holding
        • Table IRI-Tracked Retail Sales for Top Paper Napkin Marketer, 2000-2005 (E) (in million $)
        • Table IRI-Tracked Retail Sales for Top Paper Napkin Brands, 2000-2005 (E) (in million $)
    • Facial Tissue
      • Kimberly-Clark and P&G Dominate
    • Marketer and Brand
      • Kimberly Clark Sales Declining
      • Anti-Viral Facial Tissue by Kimberly-Clark
      • P&G Sales Perk Up In 2005
        • Table IRI-Tracked Retail Sales for Top Facial Tissue Marketers, 2000-2005 (E) (in million $)
        • Table IRI-Tracked Retail Sales for Top Facial Tissue Brands, 2000-2005 (E) (in million $)
    • Cups and Plates
    • Marketers and Brands
      • Georgia-Pacific Manages to Maintain Top Spot
      • Chinet Doing Well
        • Table IRI-Tracked Retail Sales for Top Disposable Cups and Plates Marketer, 2000-2005 (E) (in million $)
        • Table IRI-Tracked Retail Sales for Top Disposable Cups and Plates Brands, 2000-2005 (E) (in million $)
  • Private Labels
    • Private Label Performance Versus Top Three Players
      • Table Private Label Performance Versus the Top Three Marketers, by Category, 2000-2005 (E) (In %)
      • Private Label Versus Top Three Marketers (Average Price Per Unit)
        • Table Average Price Per Unit, Private Label Versus Top Three Marketers in Toilet Tissue Category, 2004/2005 (In $)
        • Table Average Price Per Unit, Private Label Versus Top Three Marketers in Paper Towel Category, 2004/2005 (E) (In $)
        • Table Average Price Per Unit, Private Label Versus Top Three Marketers in Facial Tissue Category, 2004/2005 (E) (In $)
        • Table Average Price Per Unit, Private Label Versus Top Three Marketers in Paper Napkin Category, 2004/2005 (E) (In $)
  • Competitive Profiles
    • Procter & Gamble
    • Overview
    • Performance
      • Brand Portfolio
        • Table Procter & Gamble Top Household Paper Product Brands, 2004-2005
        • Table Procter & Gamble Household Paper Product Introductions, 2004 - 2005
    • Snapshot
    • Kimberly-Clark Corporation
    • Overview
    • Performance
      • Brand Portfolio
        • Table Kimberly Clark Corp.'s Top Household Paper Product Brands, 2004-2005
        • Table New Household Paper Product Introductions, by Kimberly Clark Corp., 2004 - 2005
    • Snapshot
    • Georgia-Pacific Corporation
    • Overview
    • Performance
      • Brand Portfolio
        • Table Georgia-Pacific Corp.'s Top Household Paper Product Brands, 2004-2005
        • Table Georgia-Pacific Corp. Household Paper Product Introductions, 2004 - 2005
    • Snapshot
    • Solo Cup Co.
    • Overview
    • Performance
      • Brand Portfolio
        • Table Solo Cup Co.'s Top Household Paper Product Brands, 2004-2005
    • Snapshot
    • Pactiv Corporation
    • Overview
    • Performance
      • Brand Portfolio
        • Table Pactiv Corporation Top Household Paper Product Brands, 2004-2005
    • Snapshot
    • Marcal Paper Mills Inc.
    • Overview
    • Performance
      • Brand Portfolio
        • Table Marcal Paper Mills Inc.'s Top Household Paper Product Brands, 2004-2005
    • Bathroom Tissue
    • Paper Napkins
    • Facial Tissue
    • Huhtamaki Foodservice, Inc. (Chinet Company)
    • Overview
    • Performance
      • Brand Portfolio
        • Table Huhtamaki Foodservice Inc.'s Top Household Paper Product Brands, 2004-2005
    • Irving Tissue Inc.
    • Overview
    • Performance
      • Brand Portfolio
        • Table Irving Tissues Inc.'s Top Household Paper Product Brands, 2004-2005
    • Snapshot
    • Hallmark Cards
    • Overview
    • Performance
      • Brand Portfolio
        • Table Hallmarks Card's Top Household Paper Product Brands, 2004-2005
    • American Greetings Corporation
    • Overview
    • Performance
      • Brand Portfolio
        • Table American Greetings Corporation's Top Household Paper Product Brands, 2004-2005
    • Royal Paper Converting
    • Overview
    • Performance
      • Brand Portfolio
        • Table Royal Paper Converting's Top Household Paper Product Brands, 2004-2005
  • Marketing Dynamics
    • Ad Spends
    • Ad Spends by Marketers
      • Table Ad Spend for Top U.S. Household Paper Product Marketers, by Product Category, 2004 (in thousand $)
    • P&G Top Ad Spender
    • Georgia-Pacific Backs Brawny with $23 Million Ad Spend
    • Kimberly-Clark $14 Million Ad Spend on Anti-Viral Tissue
      • Table U.S. Ad Spend of Top Household Paper Product Marketers, 2004 (in thousand $)
    • Ad Spend by Brands
      • Table Ad Spend for Top U.S. Household Paper Product Brands, 2004 (in thousand $)
    • Toilet Tissue Brands Ad Spend
      • Table Ad Spend for Top U.S. Toilet Tissue Brands, 2004 (in thousand $)
    • Paper Towel Brands Ad Spend
      • Table Ad Spend for Top U.S. Paper Towel Brands, 2004 (in thousand $)
    • Facial Tissue Brands Ad Spend
      • Table Ad Spend for Top U.S. Facial Tissue Brands, 2004 (in thousand $)
    • Disposable Cup and Plate Brands Ad Spend
      • Table Ad Spend for Top U.S. Disposable Cups and Plates Brands, 2004 (in thousand $)
    • Ad Spend by Media Type
      • Table Media Type Used by Top Household Paper Product Brands, 2004
      • Table Media Used by Top Household Paper Product Brands, 2004
    • Marketing and Advertising Initiatives
      • Brawny Man Gets a Makeover
      • Internet Marketing - Innocent Escapes
    • Georgia-Pacific Teams up With NASCAR
    • Bounty Extends to Glass & Surfaces
    • Solo Brings in Robots
    • Quilted Northern Revamped
    • P&G Sponsors Dora Live!
    • Retail
      • Drug Store Sales
        • Table U.S. Sales of Household Paper Products, Mass Versus Drug Stores, 2004
        • Table U.S. Sales of Select Household Paper Product Brands Through Drug Stores, 2004
    • Cross Merchandising and Cross-Shelving Opportunities
    • Summer's Prime Time for Retailers
    • New Product Introductions
    • New Product Introductions by Category
      • Table Household Paper Product Introductions by Category, 2004 – 2005
      • Table Paper Towel & Napkin Product Introductions, 2004 –2005
      • Table Toilet Tissue Product Introductions, 2004 –2005
      • Table Facial Tissue Product Introductions, 2004 –2005
      • Table Disposable Paper Product Introductions, 2004 –2005
    • New Product Introductions by Marketers
      • Table Top Marketers, Based on the Number of Household Paper Product SKUs Introduced, 2004 – 2005
      • Table Top Marketers, Based on the Number of Facial Tissue Product SKUs Introduced, 2004 – 2005
      • Table Top Marketers, Based on the Number of Paper Towel & Napkin Product SKUs Introduced, 2004 – 2005
      • Table Top Marketers, Based on the Number of Toilet Tissue Product SKUs Introduced, 2004 –
    • New Product Introductions by Package Tags
      • Table Household Paper Products, New Product Selling Points by Select Package Tags, 2004 – 2005
      • Table Paper Towels & Napkins, New Product Selling Points by Select Package Tags, 2004 – 2005
      • Table Facial Tissues, New Product Selling Points by Select Package Tags, 2004 – 2005
      • Table Toilet Tissues, New Product Selling Points by Select Package Tags, 2004 – 2005
      • Table Disposable Paper Products, New Product Selling Points by Select Package Tags 2004 – 2005
      • Table Select New Household Paper Product Introductions with "Disposable" Package Tag, 2004 – 2005
      • Table Select New Household Paper Product Introductions with "Licensed" Package Tag, 2004 –
      • Table Select New Household Paper Product Introductions with "Upscale" Package Tag, 2004 – 2005
      • Table Select New Household Paper Product Introductions with "Private Label" Package Tag, 2004 – 2005
      • Table Select New Household Paper Product Introductions with "Double Trademark" Package Tag, 2004 –2005
      • Table Select New Household Paper Product Introductions with "Cobranded" Package Tag, 2004 – 2005
      • Table Select New Household Paper Product Introductions with "Kids" Package Tag, January 2004 – October 2005
      • Table Select New Household Paper Product Introductions with "No Artificial Color" Package Tag, 2004 – 2005
      • Table Select New Household Paper Product Introductions with "No Fragrance" Package Tag, 2004 – 2005
    • New Product Introductions By Ingredient
      • Table Household Paper Products, New Product Selling Points by Ingredients 2004 – 2005
    • Innovation
      • Table Household Paper Products, New Product Selling Points by Innovation, 2004 – 2005
  • Market Trends
    • Hygiene Concerns
    • Environmentally Conscious
    • Convenience Plays an Important Role
    • Rising Raw Material Costs
    • Demand Grows as Consumer Ages
      • Table Projected U.S. Population by Age Bracket, 2005-2010 (in million)
    • Presence of Children Affects Frequency of Use
      • Table Frequency Of Toilet Paper Use By Households With Children, 2005
      • Table Frequency Of Paper Towel Use By Households With Children, 2005
      • Table Frequency Of Paper Napkin Use By Households With Children, 2005
    • Higher Usage Frequency Among Hispanics
      • Table Ethnic Purchasing Power, 2000-2009 (in billion $)
      • Table Demographic Profile of Heavy Users of Household Paper Products, by Race
    • Product Trends
      • Septic Safe
      • Ingredients and Additives
      • Products Targeting Kids
      • Products Free from Artificial and Harmful Ingredients
      • TAD Technology Enables High Quality Products
  • The Consumer
    • Note on Simmons Survey Data and Figures
    • Toilet Paper
      • High Usage, Less Scope For Penetration
    • Higher Income Groups Extremely Brand Loyal
    • Charmin Most Preferred Brand
    • Demographic Profile by Brand Preference
      • Table Demographic Profile of Toilet Paper Users, by Brand, Charmin, Scott Tissue, Angel Soft, May 2004 – May 2005
      • Table Demographic Profile of Toilet Paper Users, by Brand, Quilted Northern, Store Brand, Kleenex Cottonelle, May 2004 – May 2005
      • Table Demographic Profile of Toilet Paper Users, by Brand, Nice 'N Soft, Soft 'n Gentle, May 2004 – May 2005
      • Table Brand Preference for Toilet Paper Brands, by Ethnicity, May 2004 – May 2005
    • Frequency Of Usage - Toilet Paper
      • Table Demographic Profile of Toilet Paper Users, By Frequency Of Use, May 2004 – May 2005
    • Paper Towels
      • Brand Loyalty Higher Among Older Population
    • Consumer Preference By Paper Towel Type
    • White Versus Colors
      • Table Demographic Profile of Paper Towel Users, by Type, May 2004 – May 2005
    • Bounty Most Preferred Brand
    • Demographic Profile by Brand Preference
      • Table Demographic Profile of Paper Towel Users, by Brand, Bounty, Store Brand, Brawny, May 2004 – May 2005
      • Table Demographic Profile of Paper Towel Users, by Brand, Scott Towels, Sparkle, May 2004 – May 2005
      • Table Brand Preference for Paper Towels, by Ethnicity, May 2004 – May 2005
    • Frequency Of Usage
      • Table Demographic Profile of Paper Towel Users, By Frequency Of Use, May 2004 – May 2005
    • Facial Tissue
      • Usage Significant Among 65+ Population
    • Higher Income Group, High Brand Loyalty
    • Scented Versus Unscented Tissue
      • Table Demographic Profile of Facial Tissue Users, by Kind, May 2004 – May 2005
    • Kleenex Dominates
    • Demographic Profiles by Brand Preference
      • Table Demographic Profile of Facial Tissue, by Brand, Kleenex, Puffs, Store Brand, May 2004 – May 2005
      • Table Brand Preference for Facial Tissue, by Ethnicity, May 2004 – May 2005
    • Facial Tissue Frequency Of Use
      • Table Demographic Profile of Facial Tissue Users, By Frequency Of Use, May 2004 – May 2005
    • Paper Napkins
      • Brand Loyalty Higher Among Older Age Groups
        • Table Demographic Profile of Paper Napkin Sole Brand Users, May 2004 – May 2005
    • Store Brands See Highest Usage
    • Demographic Profile by Brand Preference
      • Table Demographic Profile of Paper Napkin Users, by Brand, Store Brand, Mardi Gras, Bounty, May 2004 – May 2005
      • Table Demographic Profile of Paper Napkin Users, by Brand, Scott, Kleenex, May 2004 – May 2005
      • Table Brand Preference for Paper Napkins, by Ethnicity, May 2004 – May 2005
    • Paper Napkin Frequency Of Usage
      • Table Demographic Profile of Paper Napkin Users By Frequency Of Use, May 2004 – May 2005
    • Disposable Cups and Plates
      • Households With Children Significant Users
    • Brand Loyalty
    • Store Brands Most Preferred
    • Demographic Profile by Brand Preference
      • Table Demographic Profile of Disposable Cups and Plates Users, by Brand, Store Brand, Dixie, Hefty, May 2004 – May 2005
      • Table Preference for Disposable Cups and Plates Brands, by Ethnicity, May 2004 – May 2005

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