Bath Tissue Key: Know Purchase Driver

April 1, 2004
/ Print / Reprints /
/ Text Size+

Bath Tissue Key: Know Purchase Driver

Bath tissue is one of those enviable categories of must-have products, regardless of economic conditions. A U.S. household on average purchases bath tissue about 10 times per year, grabbing 14 rolls per buying occasion.
But it’s also a crowded category.
Charmin leads the category with sales of $528.9 million, according to Information Resources Inc. (IRI) scanner data for a recent reporting period. However, like many of the leading brands, Charmin’s sales saw a decline.
One explanation could be that shrinking household size is reducing the number of consumers who buy bath tissue in bulk packages.
In this competitive environment, the scales may tip toward marketers who understand what motivates consumer purchase intent for their brand. segments consumers into three groups based on purchase intent for bath tissue.
- Premium shoppers consider cleansing ability and comfort, foremost. Price is a secondary issue.
- Regular users want performance, but price and value rise in importance.
- Extra-value users focus on roll size/life and price/value.

Seventh Generation Inc. uses a fourth tactic. It markets an eco-friendly message, which has helped make it one of Vermont’s fastest-growing companies over the past several years.
Both product and packaging support the brand’s message, “As gentle on the planet as they are on people.” Seventh Generation uses non-toxic, phosphate-free, biodegradable ingredients.

Share Data: Bath tissue
Top 10 Brands  Dollar Sales
% Change
vs. Prior Year
Charmin $528.9 -1.4
Scott $484.2 -2.4
Quilted Northern $469.1 -6.3
Private Label $445.9 -4.0
Kleenex Cottonelle $424.7 7.8
Angel Soft $365.1 0.6
Charmin Ultra $265.1 -4.5
Quilted Northern Ultra $112.1 10.8
Kleenex Cottonelle Ultra $87.9 -13.6
Soft N Gentle $82.9 -25.0
Total Category $3,562.7 -2.9

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus