The paper category is worth £94m to the convenience sector. Of this, facial tissues account for 11%, offering retailers the opportunity to take advantage of key seasonal spikes such as colds and flu in the winter months and hay fever in the spring and summer.
Kleenex is synonymous with the category: £3 of every £4 is spent on Kleenex within convenience and 83% of retailers stock it in their stores.
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PAPER PRODUCTS – CATEGORY OVERVIEW
The paper category is worth £94m to the convenience sector. Of this, facial tissues account for 11%, offering retailers the opportunity to take advantage of key seasonal spikes such as colds and flu in the winter months and hay fever in the spring and summer.
Kleenex is synonymous with the category: £3 of every £4 is spent on Kleenex within convenience and 83% of retailers stock it in their stores.
Toilet tissue is growing at 4.4% within convenience, ahead of total market trends, and is recession-proof in terms of volume. It’s essential to convenience; retailers on average have to restock weekly and Andrex is a ‘must-stock’ with 32% total market share. Convenience shoppers even ask for the brand specifically, and £6 of every £10 spent in the category is on Andrex.
TOP SELLERS
Facial tissues
- Kleenex For Men Single White PMP
- Kleenex Pocket Packs Balsam Single
- Kleenex Regular Original PMP
- Handy Andies 10-pack
- Kleenex Collection Cube PMP
Toilet tissue
- Andrex four-roll White PMP
- Andrex two-roll White PMP
- Own-label four-roll White PMP
- Andrex GorgeousComfort Quilts four-roll PMP
- Triple Velvet four-roll White PMP
CONSUMER TRENDS
Convenience is enjoying growth, driven by economic and social pressures, with more people living in urban areas. Top-up shops are common, so retailers need the paper category fully stocked to avoid shopper annoyance. Smaller formats are vital: two- and four-roll packs account for 77% of convenience value sales.
TOP TIPS
- Stock price-marked packs to offer competitive pricing.
- Stock smaller pack formats to ensure shelf efficiency, ie two-roll, four-roll.
- Stock brands with market-leading share.
- Take advantage of seasonal spikes on facial tissues by placing pocket packs at the till-point.
- Moist toilet tissue is wholly incremental to the category.
RANGE ADVICE
Facial tissue can often be missed in-store. Our research has shown shoppers don’t always have the category on their shopping list, but will purchase at shelf. Therefore, it is essential to have a clear signpost for the category in-store. Facial tissue pocket packs should be placed at the till to encourage impulse purchases.
Your toilet tissue range needs to accommodate many shopper needs and missions. Two-roll and four-roll formats are essential, along with a premium variant offering.
PLANOGRAM
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WHAT THE RETAILERS SAY
“You have to stock toilet rolls. In importance for our business, it’s a 10. Definitely.”
“Everyone needs toilet roll. We sell a lot Sundays, when the supermarkets have shut and people realise they’ve run out.”
“Andrex price-marked packs sell faster. The consumer will think it’s a manufacturer’s price. Your margin might be slightly lower, but it sells through faster, so we make more profit overall.”
“A lot of older people buy the Mansize ones, so we keep those in stock.”
“I stock pocket tissues all year round, but I get the balm ones in the winter.”
SPONSOR’S COMMENT
Paper is a must-stock category for convenience retailers. As most shopper missions are distress/top-up in nature, it is imperative that paper stands out in-store, to ensure shopper conversion and prevent lost sales to major multiples. Placing the whole category together, with brand-blocking, will increase presence and create greater sales.
Andrew Pinder,
Category Development Manager, Kimberly-Clark
FOR FURTHER INFORMATION
Call 01732 594056
Visit www.kleenex.co.uk
Email [email protected]
