Rolling onwards and upwards!
Household paper is an intensively competitive category, and the sector’s successful manufacturers have not shied away from the challenges this presents. Instead, they have continually innovated in order to maintain both customer engagement and value growth. Here, we outline the ranges that are absorbing not just spills, but sales, across the country…
18 February 2016 | 0
At a Glance: Household Paper
- 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
- Regina is the fastest growing kitchen towel brand in the Irish market*
- Regina commands nearly 17% market share with only two SKUs**
- Andrex states that positioning dry and moist toilet tissue together, will help meet your shoppers’ needs to feel clean and confident, and together form a powerful way to drive category value
- Plenty is Ireland’s number one household towel brand with over 22% value share MAT***
- Cushelle achieved value sales of over €10 million in the last 52 weeks and value sales growth of +34.8% in the last 24 weeks****
- The Velvet toilet tissue brand saw value sales in excess of €5 million in the last 52 weeks to January 2016 and has seen encouraging growth of +1.4% in the last 24 weeks****
*(Source: Kantar 52 week data- w/e January 03/16)
** (Source: Nielsen, 52 week Data to w/e November 01/15)
*** (Source: Nielsen Total Mults data to 29.11.2015)
**** (Source: Kantar Worldpanel data to 03.01.2016)
Despite feeling the heat from private-label competitors, individual household paper brands have nevertheless managed to maintain a strong performance and in several instances, have recorded impressive growth. In order to stave off private-label rivals, focusing on range USPs has proved crucial in maintaining consumer loyalty and attracting new shoppers. These include factors such as strength and durability, luxury, valued skincare features, anti-bacterial properties and environmentally friendly credentials. The addition of moist toilet tissue to the category, alongside traditional dry tissue has likewise helped to drive value sales within the category.
High quality at the right price
The Homestead paper range continues to be one of the strongest categories within the Homestead portfolio. 2015 was an extremely competitive year in this category and the sales of Homestead tissue continue year-on-year to be extremely positive.
Products like the Homestead Comfort 16 roll pack (RRP €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 2015.
Homestead states the selection rivals any market leader while remaining well-priced in order to compete successfully in the private-label market.
The continuation of its price-marked packs into 2016 will ensure continued day-to-day value for the consumer, across the whole Homestead paper range. Homestead brand manager, Janice Gibney added: “As the market becomes increasingly competitive, it is imperative that we review our pricing on a continual basis to ensure we continue to bring value home.”
Regina branded kitchen towels have gone from strength to strength in recent years. Regina is now the fastest growing kitchen towel brand in the Irish market* and commands nearly 17% market share with only two SKU’s**. Regina Blitz, the most premium household towel of the Regina range with its three super strong layers and extra-large sheets has had significant growth in 2015 and the brand believes its superior performance makes it easy to see why Regina is Ireland’s fastest growing kitchen towel brand consumers keep coming back for more. Not just confined to the kitchen, Regina Blitz is super versatile and can be used all around the home, shining surfaces and leaving windows and mirrors sparkling clean, as well as mopping up and all those day-to-day cleaning tasks. The high versatility of Regina Blitz is another reason it has become so popular in today’s market place.
Due to the continued success of the two roll pack format of Regina Blitz in the Irish market, 2016 will see the launch of the brand’s new single roll variant. The single roll features a massive 100 sheets per roll compared to the standard 70 sheets per roll found in the twin-pack. This means that where shelf space is at a premium you can still offer your customers an all-round household helper that’s everything they need in one. Ireland country sales manager for Intertissue, Brian Clinton, said: “With the continued success of Regina Blitz we are thrilled to launch the single roll into the Irish market, with such a proven track record for success within all kinds of retailers it’s sure to be a hit and offer both merchandising flexibility for retailers and added value and choice for their customers.”
* (Source: Kantar 52 week data- w/e January 03/16)
** (Source: Nielsen, 52 week Data to w/e November 01/15)
Driving value back into toilet tissue
Andrex is committed to driving value back into the toilet tissue category by driving product innovation and development. The brand is continually looking at ways to optimise its existing portfolio to ensure Andrex is helping people elevate their standard of clean. For example, the Andrex Classic White and Natural Pebble variants now have a touch of cotton. They offer a perfect balance of softness and strength to leave the whole family feeling clean and confident.
Andrex has also developed new products in the Andrex Washlets range that align withthe brand’s existing dry toilettissue products to encouragenew routines and ensure care isconsistent in all stages ofcleaning.
The Andrex Classic Clean Washlets leave families feeling clean and confident and are a perfect complement to Andrex Classic White. Meanwhile, the Andrex Gentle Clean Washlets are fragrance-free to give a gentle clean and are an ideal complement to Andrex Puppies on a Roll. Finally, Andrex Skin Kind Clean Washlets with a caring touch of Aloe Vera, deliver a clean that helps nurture the most delicate skin. Positioning dry and moist toilet tissue together helps meet your shoppers’ needs to feel clean and confident, and together, they form a powerful way to drive category value.
Strong portfolio performance
SCA is a leading global hygiene and forest products company. The group develops and produces sustainable personal care, tissue and forest products. Sales are conducted in about 100 countries under many strong brands, including the leading global brands Tena and Tork. In Ireland and the UK, SCA Hygiene Products has around 1,500 employees across nine sites, including six tissue production mills. Its regional brands include Bodyform, Cushelle, Velvet, Plenty and DemakUp. In 2016, SCA will continue to drive strong brand awareness and invest in category growth across its strong portfolio backed up with a significant marketing investment in excess of €1 million in Ireland alone.
In what is a highly competitive sector, particularly leading up to the crucial Christmas trading period, SCA’s toilet tissue brands Cushelle and Velvet combined, represented a 16.3% value share of the toilet tissue market in the last 24 weeks to January 2016*. With value sales of over €10 million in the last 52 weeks and value sales growth of +34.8%* in the last 24 weeks, SCA has big ambitions for Cushelle in 2016. Cushelle is one of the only true branded through air dried (TAD) products on the market, which results in a high quality toilet tissue and a loyal consumer base. Throughout 2016, Cushelle will continue to communicate its unique proposition to consumers with an up-weighted 360° support plan across a number of platforms including TV, digital and outdoor, coupled with a packaging upgrade and full promotional support programme. The Velvet toilet tissue brand saw value sales in excess of €5 million in the last 52 weeks to January 2016 and has seen encouraging growth of +1.4% in the last 24 weeks*. The Velvet range has a variety of pack sizes to suit all shoppers with a core range that includes both four and nine roll pack sizes appealing to both the basket ‘top up’ and trolley shoppers. For those shoppers who prefer to make a larger purchase, Velvet has a range of larger sized packs to cater for them whilst also encouraging trade-up with the smaller pack purchasers.
Velvet’s communication focus is concentrated on its unique ‘Three Trees Promise’ – a promise to replace three trees for every one used to make its toilet tissue. Velvet has gone above and beyond in its commitment to sustainability with this initiative that has resulted in over six million extra trees around the world planted to date. Following on from a successful radio campaign in 2015, Velvet will again hit the airwaves in 2016 driving home its value and sustainability message with target consumers across all shopper touchpoints.
Plenty is Ireland’s number one household towel brand with over 22% value share MAT**. Despite increased competition, Plenty has grown YOY adding +€.25m to the category in the last two years. Plenty is also the number one advertiser in the household towel category*** and remains the most recognised brands in HHT amongst grocery buyers in terms of aided brand awareness****. In 2016, Plenty will not only invest in product quality, packaging and innovation but also in a significant multi-media awareness campaign to ensure that when shoppers make their next household towel purchase Plenty will continue to be the brand they prefer. The iconic brand character Juan Sheet will return this year via a new TVC and continue to drive the message of superiority and versatility on TV, online, sponsorship and outdoor, alongside in-store investment.
* (Source: Kantar Worldpanel data to 03.01.2016)
** (Source: Nielsen Total Mults data to 29.11.2015)
*** (Source: Nielsen Ad Spend data to November 2015)
**** (Source: Red C Brand Tracking data to Dec 2015)