Roll call of top performers

Since January of this year, almost 15% of all households in the Republic of Ireland have bought Cushelle

While Nielsen statistics show the overall toilet and kitchen tissue sectors are in decline, successful brands have managed to outperform the market and record impressive growth by offering consumers value coupled with quality and unimpeachable environmental credentials. Gillian Hamill highlights the paper brands that are clearly on a roll when it comes to generating sales

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Brand Central

AT A GLANCE: HOUSEHOLD PAPER

• Within the total paper market SCA is worth nearly EUR*22 million across Cushelle, Velvet and Plenty over the latest 12 months*
• SCA brands within the total paper category have been bought by nearly 580,000 households in the Republic of Ireland*
• Plenty is worth over EUR*6 million and over 12% of all households in the Republic of Ireland have bought Plenty so far since January 2013*
• Plenty household towel is the Republic of Ireland’s number one brand in the category with nearly 19%* value share*
• Velvet toilet tissue accounts for just over EUR*6 million value sales in the last 12 months*
• Cushelle holds over 9% value share of the toilet tissue category and has value sales of just over EUR*9.5 million in the last 12 months*
• Almost 15% of all households in the Republic of Ireland have bought Cushelle since January 2013
• The Homestead paper range, which includes a variety of toilet rolls, kitchen towels and mansize tissues, is produced to the highest quality using 100% virgin pulp paper sourced from well managed forests
• The Andrex brand in 2013 has delivered a Euro price-marked pack (PMP) especially for Ireland
• In a toilet tissue market in decline of -7.5%, Nicky has grown by 2.5%, and likewise in kitchen towel, where the overall market is in decline by -3.5%, Nicky has grown by 1.2% (Source: Nielsen Scantrack 52 week data to 24/03/13)
• Nicky has risen in the Kantar Worldpanel list of ‘100 master brands at home’ by 20 positions in just 12 months to proudly sit at number 87
• *(Source: Kantar Worldpanel MAT Value Share w/e 9 June 2013)

The household paper market is an extremely competitive category. In fact, despite a strong performance by individual brands, the overall toilet tissue sector is currently in decline by -7.5%, and within kitchen towel, the overall market is in decline by -3.5% (Source: Nielsen Scantrack 52 week data to 24/03/13). A recent European market report by analyst Mintel described the dilemma facing the category, stating: "Household paper can seem a steady, un-dynamic, market. Facial tissues, kitchen roll and toilet paper are convenience products that are a lifestyle necessity. Consequently value sales have expanded and margins have been tightened as many consumers increasingly shop on price."

According to Mintel: "The way forward is to reposition the products less as household staples, and more as personal lifestyle accessories. As people eat in more, luxury paper tableware can provide an upmarket restaurant feel. Facial and toilet paper can have valued skincare features. Paper hankies and kitchen rolls and wipes can also be trusted guards against bacteria and viruses."

In order to attract sales, brands have also had to become extremely competitive on price, and the best performers in Ireland have certainly led the way on this front.

SCA Ireland adds strong sales value

Within the total paper market SCA is worth nearly EUR*22 million across Cushelle, Velvet and Plenty over the latest 12 months*. SCA brands within the total paper category have been bought by nearly 580,000 households in the Republic of Ireland. SCA Ireland distributes and markets some well-known brands including Cushelle and Velvet toilet tissue, Plenty household towel, Velvet and Tempo facial tissue, Bodyform towels and liners and Tena incontinence products.

Plenty household towel is the Republic of Ireland’s number one brand in the category with nearly 19%* value share. Plenty is worth over EUR*6 million and over 12% of all households in the Republic of Ireland have bought Plenty so far since January 2013. The focus for the Plenty brand in 2013 is to continue to drive the category by focusing on category innovation and strong marketing investment through TV advertising and shopper marketing activity. Plenty has developed a new line extension to the range with Plenty Super Strong which delivers the cleaning power of a cloth in a paper towel.

Velvet toilet tissue accounts for just over EUR*6 million value sales in the last 12 months *. Velvet will continue to support its campaign for trees in 2013, which has already seen four million extra trees replanted through the ‘three trees promise’ which states that for every tree used in the manufacture of Velvet, three more will be replaced. Velvet aims to drive additional awareness of the campaign through outdoor advertising and in-store shopper marketing campaigns in 2013.

Cushelle holds over 9% value share of the toilet tissue category and has value sales of just over EUR*9.5 million in the last 12 months*. In 2013 the brand will continue to be supported with strong TV advertising, shopper marketing campaigns at store level and digital marketing through Facebook and Pigsback.com. Cushelle will also be running a road show in key retailers throughout 2013. Almost 15% of all households in the Republic of Ireland have bought Cushelle so far since January 2013.

SCA is a global hygiene and forest company that develops and produces personal care products, tissue and forest products with sales being conducted in some hundred countries.

*(Source: Kantar Worldpanel MAT Value Share w/e 9 June 2013)

Bringing value home

The Homestead paper range continues to be one of the strongest categories within the Homestead portfolio. Although 2012 was an extremely competitive year in this category, the brand states that sales of Homestead tissue were extremely positive. Products like the Homestead Comfort 18 Roll PP EUR*4.99 delivered a great quality product at a very competitive price to the consumer and it was promotions like this that ensured consumer support for the Homestead tissue brand in 2012.

The paper range, which includes a variety of toilet rolls, kitchen towels and mansize tissues, is produced to the highest quality using 100% virgin pulp paper sourced from well managed forests. Homestead says the selection rivals any market leader while remaining well priced in order to compete successfully in the private-label market. 2013 will see the Homestead Soft Toilet Tissue become a stronger and softer roll, allowing the consumer to benefit from increased quality at no added cost. We will also see the brand launching new products, many of which will be price-marked to ensure day-to-day value for the consumer. These include Homestead Splash Kitchen Towel’s Two Roll and Four Roll along with the new Homestead Soft Toilet Tissue Nine Roll.

Homestead brand manager, Janice Gibney comments: "As the market becomes increasingly competitive, it is imperative that we review our pricing on a continual basis and we look forward to bringing more savings to our consumer in 2013 to ensure we continue to bring value home."

Stronger so lasts even longer

Andrex states that the focus for the brand in 2013 is to continue to delight shoppers and consumers by delivering superior products and value, including a Euro price-marked pack (PMP) especially for Ireland.

The company will be celebrating new Andrex – ‘Stronger so lasts even longer’ via an Irish national TV campaign during August and September 2013.

Andrex has 241 sheets per roll; which backs up its product claims that it is "very, very, long… and strong!"

A remarkable achievement

The household paper brand Nicky, has continued to go from strength to strength over the last 12 months, a statement not only supported by the latest market figures, but by the fact that the brand now features in Kantar’s ‘100 master brands at home’ in Ireland. In a toilet tissue market in decline of -7.5%, Nicky has grown by 2.5%, and likewise in kitchen towel, where the overall market is in decline by -3.5%, Nicky has grown by 1.2% (Source: Nielsen Scantrack 52 week data to 24/03/13).
The combination of these figures are a real feather in the cap for this relatively young brand, which has shot up the Kantar list by 20 positions in just 12 months to proudly sit at number 87.

This is quite a remarkable achievement for Nicky, considering that soon, it will be celebrating only its 10th anniversary in Ireland. Not only that, it is the only household paper brand to feature in this elite list of the 100 most popular master brands in Ireland (Source: Kantar Worldpanel)
Starting from scratch almost 10 years ago, the Nicky brand has developed a reputation for offering innovative and unique products to the Irish market, at competitive and affordable prices for the consumers. This philosophy, combined with a strong and competitive product portfolio has seen the brand grow into one of Ireland’s favourite choices for both toilet tissue and kitchen towel.

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