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You can find the current article at its original source at http://www.theguardian.com/money/2016/mar/02/uk-shoppers-buy-cheaper-toilet-paper-to-cut-costs
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| Spending pennies: UK shoppers buy cheaper toilet paper to cut costs | Spending pennies: UK shoppers buy cheaper toilet paper to cut costs |
| (6 months later) | |
| Shoppers are spending less money on toilet paper to save money, research has shown. | Shoppers are spending less money on toilet paper to save money, research has shown. |
| Penny-pinching UK consumers plump for cheaper products from discounters such as Aldi and Lidl rather than luxury alternatives, including those infused with shea butter or softened with cashmere. | Penny-pinching UK consumers plump for cheaper products from discounters such as Aldi and Lidl rather than luxury alternatives, including those infused with shea butter or softened with cashmere. |
| This has wiped 6% off the value of what is euphemistically called the soft hygienic tissue paper market in the UK. It has shrunk from £1.19bn in 2011 to £1.12bn in 2015, according to a new report from market research company Mintel. Furthermore, the future of the market looks far from rosy, with sales expected to fall further to £1.11bn in 2016. | This has wiped 6% off the value of what is euphemistically called the soft hygienic tissue paper market in the UK. It has shrunk from £1.19bn in 2011 to £1.12bn in 2015, according to a new report from market research company Mintel. Furthermore, the future of the market looks far from rosy, with sales expected to fall further to £1.11bn in 2016. |
| In the last year alone, despite an increase in the UK population and a subsequent rise in the number of households, sales of toilet paper fell by 2%, with the average household reducing their toilet roll spend from £43 in 2014 to £41 in 2015. | In the last year alone, despite an increase in the UK population and a subsequent rise in the number of households, sales of toilet paper fell by 2%, with the average household reducing their toilet roll spend from £43 in 2014 to £41 in 2015. |
| Overall, almost three in five people say they try to limit their usage of paper – including facial tissue and kitchen roll – to save money. | Overall, almost three in five people say they try to limit their usage of paper – including facial tissue and kitchen roll – to save money. |
| “Strength, softness and thickness remain the leading indicators of toilet paper quality, with just a small proportion of consumers swayed by luxe claims such as quilted, embossed or lotion/enriched with balm,” said Mintel analyst Jack Duckett. “These premium claims are deemed unnecessary by the majority of shoppers, most likely reflecting how these types of products are typically more expensive than regular toilet paper, even when on special offer.” | “Strength, softness and thickness remain the leading indicators of toilet paper quality, with just a small proportion of consumers swayed by luxe claims such as quilted, embossed or lotion/enriched with balm,” said Mintel analyst Jack Duckett. “These premium claims are deemed unnecessary by the majority of shoppers, most likely reflecting how these types of products are typically more expensive than regular toilet paper, even when on special offer.” |
| Duckett said the rise of the German discounters – and the value for money of their 16-roll packs – had helped drive down household spend on the category. “Whilst the essential nature of products in this market means that consumers are likely to always be heavily influenced by price, further investment in new product development could breathe new life into the category, encouraging consumers to trade up to added-value products.” | Duckett said the rise of the German discounters – and the value for money of their 16-roll packs – had helped drive down household spend on the category. “Whilst the essential nature of products in this market means that consumers are likely to always be heavily influenced by price, further investment in new product development could breathe new life into the category, encouraging consumers to trade up to added-value products.” |
| While consumers are spending less on toilet paper, they remain fussy – in theory at least – when it comes to paper quality. Top of Britons’ toilet paper wish list is softness (57%) followed by strength (45%) and thickness (36%). | While consumers are spending less on toilet paper, they remain fussy – in theory at least – when it comes to paper quality. Top of Britons’ toilet paper wish list is softness (57%) followed by strength (45%) and thickness (36%). |
| One in 10 buyers rank toilet roll made from recycled paper among their top considerations, highlighting how overall the environment is much less of a consideration for shoppers than product quality. In a challenge for manufacturers, 81% of paper product users said they would consider buying recycled toilet tissue if it were comparable in quality to standard paper. | One in 10 buyers rank toilet roll made from recycled paper among their top considerations, highlighting how overall the environment is much less of a consideration for shoppers than product quality. In a challenge for manufacturers, 81% of paper product users said they would consider buying recycled toilet tissue if it were comparable in quality to standard paper. |