Let the good times roll!
Despite the high level of competition which exists within the household paper category, Ireland’s best-selling brands are continuing to set themselves apart by offering superior performance, innovation and luxury
Print18 February 2019
Overall, the signs are good for the household paper market, according to a report entitled ‘Tissue and Hygiene in Ireland’, published by Euromonitor in April 2018. “Overall, 2017 was a positive year for tissue and hygiene in Ireland,” this study found. “The country is experiencing a mini economic boom with strong GDP growth, declining unemployment and increasing disposable incomes.”
The report also highlighted the fact that “there were many high-profile environmental cases in 2017, which focused the consumer’s mindset on the environmental sustainability of hygiene”. One such example was the case of ‘Fatbergs’, a story particularly prominent in the British media where it was reported that the improper disposal of hygiene products – wipes, nappies and sanitary towels in particular – were to blame for clogging city sewers.
Euromonitor concluded that the outlook for tissue and hygiene remains bright. Ireland’s economy has been performing well with GDP growth averaging 2-3% over the last three years of the review period and this is expected to continue through to this year.
A Mintel report drew attention to the continued need for a focus on added-value properties, in a marketplace where competition remains strong. According to Richard Hopping, a leading analyst in the household and brand sector, “purchasing household paper products tends to be a habitual process, meaning that brands need to work to break habits in order to increase sales. There are consumer concerns about the environment in this category, suggesting that there may be scope to increase interest in recycled or alternative fibres. However, brands need to clearly indicate how these products can add value that transcends price, either through trial or effective, tangible, marketing.”
The way for the best-selling brands to set themselves apart from rivals, is to continue to focus on their range USPs, such as strength and durability, luxury, valued skincare features, anti-bacterial properties and environmentally friendly credentials, and by investing in innovative marketing campaigns. This is how key brands within the Irish market have managed to increase market share, as well as by offering excellent value-for-money for budget-conscious households.
Household heroes
Cushelle is the number one branded toilet tissue in Ireland
Essity Ireland is a leading global hygiene and health company, with operations in Ireland based in Dublin. The group develops and produces sustainable personal care, tissue and forest products. Sales are conducted in about 150 countries under many strong brands, including the leading global brands Tena and Tork, and regional brands such as Cushelle, Plenty, Velvet, Tena, Bodyform and Demak’Up. The company has its headquarters in Stockholm, Sweden, and is listed on Nasdaq Stockholm. Essity used to be part of the SCA Group. For more information, visit www.essity.com.
Cushelle is now the number one branded toilet tissue in the Irish market over 52 weeks with a 14.9%* value share and 20.3% value sales growth in the toilet tissue category. Cushelle has exciting brand plans to continue this growth in 2019, with the launch of a new Cushelle Ultra Quilted, with three-ply softness and strength. This will be supported with a new advertising campaign for TV and digital featuring the brand’s icon, Cushelle Koala. Cushelle has the highest media marketing spend in the toilet tissue category in Ireland.
With superior performance and longer rolls, Plenty is ideal for every task around the home
Plenty has the most valuable shoppers in the household towel category, spending €17.42* with an average spend per trip for Plenty totalling €4.30*, the highest customer spend in the category. Whether it’s mopping, wiping, polishing, shining, cooking or cleaning, Plenty’s superior performance and longer rolls are even more perfect for every task around the home.
In total, 306,000 households purchased Plenty in 2018 and the focus for the brand in 2019 is to continue to drive category innovation through the launch of Plenty Handy Towels.
Plenty will continue to invest in driving awareness of the category with a heavyweight marketing campaign across TV and digital video on demand (VOD) throughout 2019. The new TV campaign, which will continue to see Plenty reach key householders with kids, builds on the brand’s heritage as a household hero with the evolution of much-loved brand ambassador Juan Sheet – into ‘Super Juan’!
*(Source: Kantar Worldpanel 52-week Data to 31 Dec 2018)
Infused with protective balm
Infused with Aloe vera, vitamin E and Calendula, Kleenex Balsam Tissues offer the perfect balance of care and strength
Kleenex, the UK and Ireland’s number one tissue brand, has developed a brand-new formula for its Balsam tissues, providing superior* support to even the toughest of colds.
New Kleenex Balsam Tissues now contain Aloe vera, vitamin E and Calendula. Infused with this protective balm, they offer the perfect balance of care and strength, perfect for winter colds.
Aloe vera is a natural addition to the tissue designed to help heal skin through tough winter months. The BalmCare formula also features Vitamin E and Calendula: the calming and soothing ingredients for skin that have always been locked in Kleenex Balsam tissues since 1996. This formula leaves behind a micro-fine layer of protective balm, helping skin to repair and heal effectively. Dermatologically tested and fragrance free, Kleenex Balsam tissues can care for even the most sensitive skin.
When consumers are feeling under the weather, they want a tissue they can trust. Following this customer feedback, Kleenex Balsam has also been made thicker, creating a more substantial tissue, so it’s more reliable than ever.
Stocked in leading supermarkets and pharmacies nationwide, for more information, visit www.kleenex.co.uk.
*(Source: vs Kleenex Original)
Bring value home
Homestead Absorb Premium Kitchen Towel has successfully replaced the brand’s Splash Kitchen Towel
The Homestead paper range continues to be one of the strongest categories within the Homestead portfolio. 2018 was an extremely competitive year in this category and the company states the sales of Homestead tissue continue year-on-year to be extremely positive.
Introducing a more luxurious product at the same great price, Homestead replaced its Soft two-ply toilet tissue with the new Luxury Soft three-ply quilted toilet tissue
The paper range, which includes a variety of toilet rolls, kitchen towels and man-size tissues, is produced to the highest quality using 100% virgin pulp paper sourced from well-managed forests. Homestead believes the selection rivals any market leader while remaining well-priced in order to compete successfully in the private label market.
2018 saw the continuation of the brand’s man-size tissue and Comfort toilet tissue four roll and 16 roll price-mark packs which gives day to day value for the consumer. Homestead replaced its Soft two-ply toilet tissue with the new Luxury Soft three-ply quilted toilet tissue to introduce a more luxurious product to the range at the same great price.
Homestead’s entire household paper range uses 100% virgin pulp paper sourced from well-managed forests
The launch of Homestead Absorb Jumbo 2 Roll Kitchen Towel introduced a more absorbent kitchen towel to the Homestead portfolio which has successfully replaced its Splash Kitchen Towel.
“Increasing cost in pulp paper will see changes to paper products across the market,” says Homestead brand manager Janice Gibney. “Homestead will continue to strive to remain competitive and continue to ‘Bring Value Home’ in what will continue to be a very competitive market in 2019.”
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