Disposable Paper Products in the US

Euromonitor International's Disposable Paper Products in the US market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.

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Product coverage

Away-from-home disposable paper products; Retail disposable paper products

Executive summary

The Economy Leads to a More Budget-conscious Consumer

During more prosperous economic times, consumers often sought to 'trade up' with respect to their houses, cars and even groceries. Premiumisation had increasingly become the norm as consumers had the money and the desire for the best products. However, as the US went into recession following the housing and credit crises, consumers sought more opportunities to 'trade down', and disposable paper products were often a simpler means by which to purchase lower-tier brands or private label and thus reduce household expenditure.

Manufacturer-led Price Increases Lead to Increases in Value Sales

Record high commodity and energy costs forced manufacturers to increase prices in 2008. The first price increase was announced in October 2007 by Kimberly-Clark Corp and The Procter & Gamble Co followed suit shortly thereafter. While commodity and energy costs fell in the latter half of 2008, many products still maintained their higher price points as companies sought to recoup losses from the suddenness and sharpness of the cost increases. Therefore, value sales increased in 2008 despite drops in volume sales across many disposable paper products categories.

Private Label Continues to Show Strength

Private label's value share in the disposable paper products industry continued to grow in 2008 as the standardised nature of many products as well as the lower price points were particularly appealing to consumers with shrinking discretionary spending. Branded manufacturers attempted to counter the growth of some private label items by providing lower-tiered extensions of their known brands. The Procter & Gamble Co promoted Bounty Basic kitchen towels and Charmin Basic toilet paper for consumers who were being more careful with their spending but also desired a familiar brand name.

Supermarkets/Hypermarkets Remain the Preferred Retail Channel

Given the record high prices of fuel during the summer of 2008, consumers looked to minimise the number of trips with their vehicles. Supermarkets and especially hypermarkets benefited from this trend as they provided the ability to purchase a plethora of goods in a single trip. Wal-Mart Stores Inc was particularly well-positioned as it not only provides a large product offer but also lower prices through its everyday low pricing strategy. Convenience and cost savings were also factors welcomed by many US consumers in 2008.

Increasing Saturation Likely to Keep Growth Tempered

Given the high levels of penetration in all sectors of the disposable paper products industry, there is limited room for growth. Demographics, such as the continued ageing of baby boomers and slower birth rates, and innovations, such as those products that make existing tasks more convenient, efficacious or green, or a combination of any of these elements, could help to spur growth in a saturating sector. However, value sales of the disposable paper products industry are expected to only grow steadily over the forecast period due to slowing unit price increases and slower growth in overall volume sales.

Table of contents

DISPOSABLE PAPER PRODUCTS IN THE US : MARKET INSIGHT

EXECUTIVE SUMMARY

The Economy Leads to a More Budget-conscious Consumer

Manufacturer-led Price Increases Lead to Increases in Value Sales

Private Label Continues to Show Strength

Supermarkets/Hypermarkets Remain the Preferred Retail Channel

Increasing Saturation Likely to Keep Growth Tempered

KEY TRENDS AND DEVELOPMENTS

Private Label Makes Additional Gains Amidst Further Economic Downturn

New Products Continue to Hit the Market Despite Economic Challenges

Relatively Few 'Green' Disposable Paper Products Available

The Procter & Gamble Co Experiments with a Direct-to-Consumer Model

MARKET INDICATORS

Table 1 Birth Rates 2003-2008

Table 2 Infant Population 2003-2008

Table 3 Female Population by Age 2003-2008

Table 4 Total Population by Age 2003-2008

Table 5 Households 2003-2008

Table 6 Forecast Infant Population 2008-2013

Table 7 Forecast Female Population by Age 2008-2013

Table 8 Forecast Total Population by Age 2008-2013

Table 9 Forecast Households 2008-2013

MARKET DATA

Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008

Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008

Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008

Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008

Table 14 Penetration of Private Label by Sector 2003-2008

Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013

Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - USA

GEORGIA-PACIFIC CORP - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Georgia-Pacific Corp: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Georgia-Pacific Corp: Competitive Position 2008

KIMBERLY-CLARK CORP - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 4 Kimberly-Clark Corp: Key Facts

Summary 5 Kimberly-Clark Corp: Operational Indicators 2006-2008

COMPANY BACKGROUND

PRODUCTION

Summary 6 Kimberly-Clark Corp: Production Statistics 2008

COMPETITIVE POSITIONING

Summary 7 Kimberly-Clark Corp: Competitive Position 2008

MARCAL PAPER MILLS INC - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Marcal Paper Mills Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 9 Marcal Paper Mills Inc: Competitive Position 2008

PLAYTEX PRODUCTS INC - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 10 Playtex Products Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 11 Playtex Products Inc: Competitive Position 2008

RECKITT BENCKISER INC - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Reckitt Benckiser Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Reckitt Benckiser Inc: Competitive Position 2008

SC JOHNSON & SON INC - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 14 SC Johnson & Son Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 15 SC Johnson & Co Inc: Competitive Position 2008

SEVENTH GENERATION INC - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 16 Seventh Generation Inc: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

UNILEVER HOME & PERSONAL CARE USA - DISPOSABLE PAPER PRODUCTS - USA

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Unilever Home & Personal Care USA: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 18 Unilever Home & Personal Care USA: Competitive Position 2008

SANITARY PROTECTION IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008

Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008

Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008

Table 20 Sanitary Protection Retail Company Shares 2004-2008

Table 21 Sanitary Protection Retail Brand Shares 2005-2008

Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013

Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013

NAPPIES/DIAPERS/PANTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008

Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008

Table 26 Nappies/Diapers/Pants Retail Company Shares 2004-2008

Table 27 Nappies/Diapers/Pants Retail Brand Shares 2005-2008

Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013

Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013

INCONTINENCE PRODUCTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 30 Retail Sales of Incontinence Products by Subsector: Value 2003-2008

Table 31 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008

Table 32 Incontinence Products Retail Company Shares 2004-2008

Table 33 Incontinence Products Retail Brand Shares 2005-2008

Table 34 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013

Table 35 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013

WIPES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 36 Retail Sales of Wipes by Subsector: Value 2003-2008

Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008

Table 38 Wipes Retail Company Shares 2004-2008

Table 39 Wipes Retail Brand Shares 2005-2008

Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013

Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013

COTTON WOOL/BUDS/PADS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 42 Retail Sales of Cotton Wool/Buds: Value 2003-2008

Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008

Table 44 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008

Table 45 Cotton Wool/Buds Retail Company Shares 2004-2008

Table 46 Cotton Wool/Buds Retail Brand Shares 2005-2008

Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013

Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013

TOILET PAPER IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 49 Retail Sales of Toilet Paper by Subsector: Value 2003-2008

Table 50 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008

Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008

Table 52 Toilet Paper Retail Company Shares 2004-2008

Table 53 Toilet Paper Retail Brand Shares 2005-2008

Table 54 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013

Table 55 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013

TISSUES IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 56 Retail Sales of Tissues by Subsector: Value 2003-2008

Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008

Table 58 Tissues Retail Company Shares 2004-2008

Table 59 Tissues Retail Brand Shares 2005-2008

Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013

Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013

KITCHEN TOWELS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 62 Retail Sales of Kitchen Towels: Value 2003-2008

Table 63 Retail Sales of Kitchen Towels: % Value Growth 2003-2008

Table 64 Kitchen Towels Retail Company Shares 2004-2008

Table 65 Kitchen Towels Retail Brand Shares 2005-2008

Table 66 Forecast Retail Sales of Kitchen Towels: Value 2008-2013

Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013

PAPER TABLEWARE IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 68 Retail Sales of Paper Tableware by Subsector: Value 2003-2008

Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008

Table 70 Paper Tableware Retail Company Shares 2004-2008

Table 71 Paper Tableware Retail Brand Shares 2005-2008

Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013

Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013

AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN THE US

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008

Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008

Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008

Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007

Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013

Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013