Tissue and Hygiene in the US

Transcription

1 Tissue and Hygiene in the US Customer Service Hotline: Page 1 of 25

2 一 调研说明中商情报网全新发布的 Tissue and Hygiene in the US 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Tissue and Hygiene in the US 出版日期 May/2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Tissue and Hygiene indus try in USA. With this market report, you ll be able to explore in detail the changing shape and potentia l of the industry. You will now be able to plan and build strategy on real industry data and projections. The Tissue and Hygiene in USA market research report includes: Analysis of key supply-side and demand trends Historic volumes and values, company and brand market shares Five year forecasts of market trends and market growth Customer Service Hotline: Page 2 of 25

3 Robust and transparent market research methodology, conducted in-country Our market research reports answer questions such as: What is the market size of Tissue and Hygiene in USA? What are the major brands in USA? What are the most dynamic tissue and hygiene categories? What are the major markets for tissue products sales? What are the major markets for hygiene products sales? Why buy this report? Gain competitive intelligence about market leaders Track key industry trends, opportunities and threats Inform your marketing, brand, strategy and market development, sales and supply functions Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Value sales remain weak in 2010 Despite a return to positive GDP growth in 2010, value sales throughout US tissue and hygiene remain ed weak, as the industry struggled to recover from the recession, and brand manufacturers faced fierce competition from a sustained consumer preference for private label products. Away-fromhome (AFH) growth was also weak, as high unemployment and low consumer expenditure impacted t he category. Green goes mainstream; private label defends share gains Green product launches and environmentally focused marketing were a key aspect of retail tissue and hygiene in The expansion of Seventh Generation Inc into 1,500 Wal- Mart stores was indicative of channel growth for green tissue products, which can be expected to conti nue. Private label tissue defended the share gains made in 2009, with annual performance attributable t o both value pricing and improving quality of store brand alternatives Big three maintain dominant position The three largest domestic tissue producers remained unchanged in 2010, with Procter & Gamble Co i ncreasing its overall share of the market. Promotional spending on key leading brands increased, as br and marketers sought to stem the share gains of private label products. New product launches included Customer Service Hotline: Page 3 of 25

4 Kleenex Hand Towels and U By Kotex sanitary protection products from Kimberly-Clark Corp, Dry- Max absorbency technology in Pampers nappies/diapers from Procter & Gamble Co, and thymebased organic general purpose disinfectant wipes from both Seventh Generation Inc and Method. Growth potential in on-line tissue & hygiene Retail distribution of tissue and hygiene products saw a shift from grocery retailers towards nongrocery channels in 2010, partially due to an industry trend towards internet retailing. Amazon.com s acquisition of Diapers.com was the major story in nappies/diapers/pants distribution. Increases are for ecasted in internet value sales, as both online web vendors and traditional bigbox retailers place a greater emphasis on the economies and convenience afforded by e-commerce. Changes in US population key to recovery Retail tissue and hygiene sales are forecast to increase slowly in constant value terms over the forecast period, largely in line with population growth. Incontinence products are expected to see the fastest gr owth within the market, as a result of the ageing US population, followed by toilet paper, kitchen towe ls and wipes. Marketers that successfully leverage key demographic changes across the US population, and affecting all aspects of consumer tissue & hygiene, will be in pole position to take advantage of r ecovery in the wider US economy. Value sales remain weak in 2010, as US economy slow to recover 2010 was not the year of widespread economic recovery that many had hoped for. While real GDP gro wth reached 2.6% in 2010, unemployment in the US remained high, approaching 10% for much of the year. While tissue and hygiene has traditionally been well positioned to weather the impact of a reces sion, value sales were impacted by a variety of factors, and remained mixed across categories. Volatili ty in commodity prices and a strong private label presence placed pressure on retail tissue and hygiene manufacturers, and will impact future growth in the industry. Current Impact Tissue and hygiene remains dominated by a few large, USbased multinational companies. These include Procter & Gamble Co, Kimberly- Clark Corp and Georgia- Pacific, which achieved a combined share of 68% of the retail tissue and hygiene market in the US. Th ese companies manufacture and market a number of ubiquitous brands across all categories, and enjoy widespread distribution across most major US retail channels. Regional raw tissue production in North America remains the strongest in the world, with more than 8 million tonnes produced annually, the bulk of which emerges from the US. Together, the three largest players in retail tissue and hygiene also account for 61% of the raw tissue production in the US. One major challenge to the industry has been the growth of private label across major US tissue and h Customer Service Hotline: Page 4 of 25

5 ygiene categories. Private label penetration in retail tissue and hygiene increased from 16% in current value terms in 2005 to 19% in As consumer confidence remained low throughout 2010, expendi ture on household goods continued to be steered towards cheaper, private label alternatives to branded tissue and hygiene products. The improving quality of these products and greater sophistication in ma rketing techniques has, in some cases, rendered the products comparable to major branded competitors. While value sales have been adversely impacted by recessionary factors, the consequence of the econo mic downtown on the industry should not be overstated. Volume growth within tissue and hygiene wa s only marginally affected by the downturn. With a few exceptions, tissue and hygiene products remai n highly commoditised household staples for the American consumer. Outlook Although the industry is likely to remain concentrated among the three largest players in terms of man ufacturing and marketing, the multitude of smaller producers particularly in retail and AFH tissue and simple limits in overall capacity ensure the potential for growth through the acquisition of smaller production facilities. In 2010, Clearwater Paper completed its purchase of Cellu Tissue Holdings, and established the new company as a dominant player in private label tissue manufacturing. Manufacturers have also responded to the recession through adjustments to the size, and therefore the unit price, of the product itself. For example, all three of the major manufacturers and marketers of ret ail toilet paper made downward adjustments to the dimensions of their finished tissue products in Trimming overall costs and economising on packaging also presented manufacturers with the second ary advantage of bolstering their green credentials. Future Impact The US unemployment rate fell to 8.8% in March 2011, according to the US Department of Commerc e. Substantial declines in the current rate of US unemployment will be positive for US commerce acro ss industries, but will be especially important to the tissue and hygiene industry, where a return to wor k will mean both higher consumer spending on retail tissue products and potentially greater growth in AFH tissue and hygiene. Despite challenging economic conditions in the last two years of the review period, tissue manufacture rs and marketers have put plans in place that suggest the signs for future growth are strong. Raw tissue production is expected to grow by 6% over the next three years, largely as a result of expansion in ma nufacturing that has been announced throughout the country, but particularly in the US South. These d evelopments, coupled with further investment in new product research and design, will ensure that the US remains a world leader in the production of both finished consumer and AFH tissue, and will furth er consolidate the continued dominance of the current market leaders. Customer Service Hotline: Page 5 of 25

6 Green goes mainstream with expanding retail distribution A substantial shift in the industry s focus on environmentally friendly tissue and hygiene products too k place in 2010, particularly with Kimberly- Clark Corp s support of Scott Naturals, its first green positioned subbrand of retail toilet paper, napkins and kitchen towels. Although green brands remain a small overall component of tissue and hygiene, 2010 was a year of expanding distribution and growing marketing f ocus on the benefits of these products. According to the 2007 Cone Consumer Environmental Survey, 32% of Americans report heightened interest in the environment compared to the previous year. In ad dition, they are overwhelmingly looking to companies to be proactive. 93% of Americans believe com panies have a responsibility to help preserve the environment. Most Americans report they are also ma king efforts in their personal lives to reduce their impact on the environment, including: conserving en ergy (93%), recycling (89%) and conserving water (86%). Current Impact Launched in late 2009, Scott Naturals is an offshoot of the successful Scott brand of tissue products m anufactured by Kimberly-Clark Corp. In late 2010, Kimberly-Clark added tubefree toilet paper rolls to its Scott Naturals line of environmentally friendly recycled tissue products. Th is innovation was supported by an advertising campaign that featured discarded cardboard toilet paper rolls filling the Empire State Building in New York, drawing attention to the company s claim that the US discards enough cardboard toilet paper rolls to construct two such skyscrapers. While Scott Naturals contains up to 40% recycled and postconsumer paper, smaller brands offer 100% recycled products and higher percentages of postconsumer content. Environmentally positioned Seventh Generation is one such example, with the com pany marketing a variety of recycled, chlorine-free, nontoxic product lines. In July 2010, Seventh Generation and Wal- Mart, the largest retailer in the US, announced a partnership programme through which a variety of th e company s sustainable products including disposable nappies/diapers and wipes will be sold in o ver 1,500 Wal-Mart stores. This marks a significant expansion in the availability of recycled, nontoxic tissue and hygiene products to the average American consumer. Household wipes are also an area of expanding focus on green solutions, particularly with regard to organic formulations instead of bleachbased chemicals. In 2009, the FDA exempted manufacturers of organic, thymol based disinfectants fro m adhering to the maximum tolerance regulations that govern synthetic household disinfectants.. This led to new product launches in 2010 from Method and Seventh Generation Inc, which both introduced new general-purpose thymol wipes, in partnership with green home care manufacturer CleanWell. Customer Service Hotline: Page 6 of 25

7 Outlook The emerging ecoconsciousness of consumers is not the only factor driving environmental innovation in tissue and hygi ene. Particularly in the manufacturing of tissue products, the use of recycled tissue fibres offers a disti nct economic advantage over the use of virgin fibre pulp. Marcal Manufacturing, a New Jerseybased manufacturer of tissue products, has been in the business of paper manufacturing from recycled fibres for over half a century. Beginning in 2009, the company rebranded its products as Small Steps, for the first time emphasising the environmental advantages of the manufacturing method over econ omy pricing. In 2010, the company began a marketing campaign in which it pronounced itself the Of ficial Sponsor of Fall Foliage. As a mature market with little room for manoeuvre in terms of retail pricing, tissue and hygiene is an i ndustry that may be particularly susceptible to environmental considerations in consumers decision m aking processes. Future Impact American consumers place a considerable premium on comfort and quality in retail tissue and hygiene products. This has historically resulted in major branded companies manufacturing from virgin pulp i n order to maintain strength and provide greater absorbency. According to the National Resources Def ense Council, none of the current top five market leading brands of toilet paper currently contains any recycled or post-consumer content. However, the shifting focus of manufacturers, marketers and retailers suggests a gradual change in the culture of American retail tissue and hygiene. Changing consumer attitudes, coupled with the financia l advantages to manufacturers of tissue production from recyclable and postconsumer pulp are dragging green products into the mainstream. For these reasons, the market can exp ect increases in green product launches and green themed marketing during the forecast period Innovation still a key driver in mature market With recessionary pressures impacting consumer spending and driving private label sales to historic hi ghs, investment in technological innovation in the tissue and hygiene market would seem counterintuitive. However, a spate of new products and features appeared on the shelves in 2010, suggesting t hat there are still value gains to be derived from product development in the industry. Current Impact In retail toilet paper, Georgia- Pacific introduced a line extension to its Quilted Northern brand of premium tissue called Ultra Plush, in late The primary selling point of this product was the 3- ply manufacturing, and the superior absorbency, comfort and quality this was claimed to provide to th Customer Service Hotline: Page 7 of 25

8 e consumer. Despite premium pricing, this brand performed well, bucking the trend of flat value sales across the category. In 2009, Kimberly- Clark introduced Cottonelle brand toilet paper infused with aloe. Over the course of 2010, volume sale s of luxury positioned toilet paper increased by 12%. Disposable nappies/diapers and training pants also demonstrated room for creativity in new product de sign and the application of non-woven technology. Procter & Gamble s introduction of Dry- Max technology in 2010, while controversial, reduced the size of the infant diaper while improving th e infant wearer s flexibility of movement. Kimberly- Clark s own nappy/diaper innovation in 2010 was the limited edition Huggies Little Movers Jean napp ies/diapers, a product designed to resemble blue jeans and introduce fashion to the infant nappy/diaper. Kimberly- Clark Corp was also responsible for the creation of the Kleenex Hand Towel in 2010, a product that es sentially aims to bring the kitchen towel to the bathroom, introducing highly absorbent, thick woven di sposable paper towels as a replacement to the traditional textile towel. To support this ambitious attem pt at carving a new niche market in household tissue, Kimberly- Clark packaged the product in a novel boxed format, intended for display on bathroom countertops. Outlook While pricing will continue to remain the major consideration for consumers while the economy strug gles, convenience remains an important factor in determining value. Products that save the consumer t ime can be as successful as products that save the consumer money. The application of new technologi es to traditional tissue and hygiene products can also be an important means by which larger branded c ompanies can distinguish their product lines from cheaper, private label alternatives. Innovation for the sake of improving the overall quality of the product can also reap rewards for manu facturers & marketers. Large manufacturers can be expected to continue introducing highend extensions to national brands, experimenting with ways to increase the value proposition of these product lines relative to lower cost private label alternatives. Stronger, softer, and more absorbent for mulations will continue to be introduced across tissue & hygiene categories, accompanied by higher pr ice tags. Manufacturers and marketers in tissue and hygiene have also experimented with innovation in packagi ng in order to stimulate sales. Kimberly- Clark s Kleenex brand of facial tissue introduced new box designs in the summers 2009 and 2010, alte ring both the colour and the shape of the package in an attempt to offset the seasonal slump in facial ti ssue volumes during warmer months. Customer Service Hotline: Page 8 of 25

9 Future Impact While many consumers trade down to cheaper, affordable goods during a recession, the relatively low overall expense of tissue and hygiene products ensures that there is room for innovative manufacturers to develop new technologies and product features that entice the consumer to resist the temptation of cheaper goods. Larger manufacturers which invest in research and development can be rewarded for d eveloping affordable luxuries that entice the consumer to pay relatively high prices for comfort and convenience. While overall growth may be limited over the forecast period, targeted innovation will b e the best way of capturing and defending market share in the future. Changing American demographics, particularly with regards to an ageing babyboomer generation, will also necessitate further innovation and improvements. Incontinence products are a key growth area, where manufacturers are already changing and improving. Kimberly- Clark introduced genderspecific Poise and Depend brands in 2009 and amended the packaging to more closely resembles unde rwear in both appearance and fit. Rising raw material prices a threat to growth In an already poor economic environment, tissue and hygiene manufacturers have been faced with extr emely volatile raw commodity prices, which present a challenge to future growth in the industry. Man y of the basic materials, chemicals and other costs associated with the production of finished consume r tissue and nonwovens increased dramatically over the review period. These increases at the supply end of the market will affect the bottom-line for major retailers and the final price to the consumer. Current Impact The cost of wood in the global pulp industry has increased by 17% since 2008, according to the Softw ood Wood Fibre Price Index. Estimates suggest that North American tissue manufacturers purchase m ore than 3 million tonnes of market pulp per year. Additionally, the cost of petroleum to manufacturer s has increased dramatically since 2008, according to the US Producer Price Index. This increase in en ergy prices will impact both manufacturing and logistics costs. In March 2011, the price of cotton reac hed a 140 year high. Leading US tissue producer Kimberly- Clark announced that it paid over US$790 million in commodity costs over the year, up by some US$ 220 million from the previous year. Outlook The inevitable result of higher production prices has been price increases, which have already been an nounced by market leaders Kimberly- Clark and Procter & Gamble in 2010 annual financial reporting. Kimberly- Customer Service Hotline: Page 9 of 25

10 Clark intends to increase the wholesale price of Huggies disposable nappies/diapers by 3-7% in the US and Canada, and the price of its Cottonelle and Scott brand toilet paper by 7% in P rocter & Gamble, the largest US tissue and hygiene manufacturer, announced similar 5-7% increases on some household products starting in June To date, retailers have been reluctant to pass on higher costs to consumers, whose spending habits hav e already been impacted by high unemployment levels and reduced disposable incomes. This trend ma y be coming to an end, however, as margins decrease to unsustainable levels. In 2010, reporting to inv estors, the CEO of Wal- Mart Stores Inc warned of price increases that will almost certainly impact household goods, tissue an d hygiene products. Although average unit prices remained broadly stable in 2010 (declining in some cases due to private label penetration) this trend is under threat. Future Impact Chinese demand for recycled paper is one key factor driving up prices for US and other manufacturers. In the future, US manufacturers are likely to attempt to expand into the recycling business and better control their own supply of recycled tissue. Major suppliers of tissue already have plans to expand do mestic tissue production by up to 6% a year, mainly through the addition of new manufacturing faciliti es in the American South, where wood prices have remained low relative to the rest of the country. Another possible consequence of higher commodity prices and international demand could be an atte mpt by larger tissue companies to gain even tighter control of US supply and production through direc t acquisition. While the top three producers already dominate the overall market, smaller domestic nic he producers could become targets in the near future. US private label manufacturer Clearwater Paper Corporation acquired Cellu Tissue Holdings in September 2010 for US$502 million, adding 10 manuf acturing sites as a result of the purchase. New marketing strategies impact sales Continuing private label share gains in 2010, and the changing demographics of the American consum er, have prompted changes in the way that marketers of retail tissue and hygiene products attempt to c ommunicate with and expand their consumer base. The staid, generic advertising techniques of the pas t are no longer enough to resonate with the modern consumer, and 2010 saw significant attempts at re branding familiar tissue and hygiene products Current Impact One prominent example was the launch of the U By Kotex sub-brand, by Kimberly- Clark Corp. This extension of the established Kotex line of sanitary protection products sought to targ et a younger demographic of women through an advertising campaign that was less euphemistic about women s health. According to a study published in Pediatrics journal, 15% of American girls began p Customer Service Hotline: Page 10 of 25

11 uberty by age 7. Through a web marketing effort, U By Kotex sought to answer medical questions fro m its customers and generate an authentic debate about the subject in a way that had not been undertak en by other, older brands. Overall, the Kotex brand increased its value share of sanitary protection fro m 15% in 2009 to 17% in Changing strategies for engaging the consumer also impacted disposable nappies/diapers/pants. The c ategory leading Pampers brand, manufactured by Procter & Gamble, partnered with noted fashion desi gner Cynthia Rowley to introduce a collection of infant nappies/diapers featuring colourful prints and designs. Kimberly- Clark s competing Huggies brand also introduced blue jean patterned nappies/diapers in 2010, support ed by a television media campaign of celebrity infants on a red carpet. Both limited product line ext ensions received favourable publicity in the news media. While these brand extension do not drive sal es in the diapers category by themselves, they do succeed in drawing public attention to the Huggies & Pampers diapers. Clever and innovative marketing strategies are an important way of reinvigorating established brands Outlook Many tissue and hygiene brands have historically relied on the brand loyalty of a core group of consu mers. For example, a manufacturing disruption for Johnson & Johnson s ob brand of tampons in late resulted in an outcry from dedicated consumers who were temporarily unable to locate the produc t on retailer shelves. Building comparable brand awareness and longterm loyalty among a younger demographic of consumers remains a challenge for marketers. This will be especially true in sanitary protection, where the population of women over the age of 55+ will incr ease by 12%, while the population under 55 decreases marginally. These unfavourable demographic tr ends will force marketers to develop dependable, loyal core customers in order to compensate for a shr inking potential market. The increasing celebrity culture of the US has impacted advertising in almost all fast moving consume r goods, including tissue and hygiene. In 2010, Procter & Gamble continued its campaign for Charmin toilet paper by once again opening brand sponsored public restrooms in New York City s Times Squa re, with prominent television personalities. A campaign of web and television advertisements for Kim berly- Clark s Poise brand of incontinence products was broadcast in 2010, featuring comedian Whoopi Gol dberg. Through a humorous approach, the advertisements sought to remove the stigma surrounding uri nary incontinence. With an ageing population, companies are likely to continue to devise innovative a dvertising campaigns for incontinence products. The rise of Smartphone mobile technology has introduced mobile applications as a means of accessing Customer Service Hotline: Page 11 of 25

12 the consumer. Procter & Gamble has been a leader in utilising this new medium, introducing a mobile app supporting its Always brand of sanitary protection products, while also providing online information and medical support for women s health issues. Future Impact How tissue and hygiene marketers are able to interact with the rising use of social media platforms wil l play an increasing role in the success of their marketing strategies. Some brands, Charmin toilet pape r for example, have Facebook pages in which consumers can comment on the product, suggest change s and receive manufacturer coupons. This technology can be a doubleedged sword, however, as Procter & Gamble discovered through a damaging Facebook campaign in by disgruntled purchasers of the company s new Pampers Dry Max brand nappies/diapers. Some consumers alleged that the new nappies/diapers were causing diaper rash on infants. Although the US Consumer Product Safety Commission found no evidence to support such claims, the controversy resu lted in bad publicity for the brand. The ability to access the consumer directly through social media offers great potential marketing adva ntages to large tissue and hygiene companies which can invest in innovative new brands and launches. However, this can be tempered by the speed with which consumers can render a negative verdict on a product. Careful and timely management of social media campaigns will be important in future produ ct launches, as marketers seek to control consumer feedback carefully and spend their advertising bud gets wisely. Table of Contents : Tissue and Hygiene in the US - Industry Overview EXECUTIVE SUMMARY Value sales remain weak in 2010 Green goes mainstream; private label defends share gains Big three maintain dominant position Growth potential in on-line tissue & hygiene Changes in US population key to recovery Value sales remain weak in 2010, as US economy slow to recover Green goes mainstream with expanding retail distribution Innovation still a key driver in mature market Customer Service Hotline: Page 12 of 25

13 Rising raw material prices a threat to growth New marketing strategies impact sales MARKET INDICATORS Table 1 Birth Rates Table 2 Infant Population Table 3 Female Population by Age Table 4 Total Population by Age Table 5 Households Table 6 Forecast Infant Population Table 7 Forecast Female Population by Age Table 8 Forecast Total Population by Age Table 9 Forecast Households MARKET DATA Table 10 Retail Sales of Tissue and Hygiene by Category: Value Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth Table 12 Tissue and Hygiene Retail Company Shares Table 13 Tissue and Hygiene Retail Brand Shares Table 14 Penetration of Private Label by Category Table 15 Retail Sales of Tissue and Hygiene by Distribution Format: % Analysis Table 16 Retail Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010 Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth DEFINITIONS Summary 1 Research Sources Tissue and Hygiene in the US - Company Profiles Clearwater Paper Corp in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 4 Clearwater Paper Corporation: Production Statistics 2010 PRIVATE LABEL Summary 5 Clearwater Paper Corporation: Private Label Portfolio Georgia-Pacific Corp in Tissue and Hygiene (USA) Customer Service Hotline: Page 13 of 25

14 STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 7 Georgia-Pacific Corp: Competitive Position 2010 Kimberly-Clark Corp in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 10 Kimberly-Clark Corp: Competitive Position 2010 Marcal Mft LLC in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 12 Marcal Manufacturing LLC: Competitive Position 2010 Orchids Paper Products Co in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 15 Orchid Paper Products Company: Production Statistics 2010 PRIVATE LABEL Summary 16 Orchid Paper Products Company: Private Label Portfolio Playtex Products Inc in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Customer Service Hotline: Page 14 of 25

15 Summary 19 Playtex Products Inc: Competitive Position 2010 Procter & Gamble Co, The in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 22 Procter & Gamble Co, The: Competitive Position 2010 SC Johnson & Son Inc in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 24 SC Johnson & Son Inc: Competitive Position 2010 Seventh Generation Inc in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 26 Seventh Generation Inc: Competitive Position 2010 Wausau Paper Corp in Tissue and Hygiene (USA) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 29 Wausau Paper Corp: Production Statistics 2010 COMPETITIVE POSITIONING Away-From-Home Tissue and Hygiene in the US - Category Analysis HEADLINES TRENDS Volume growth in AFH hygiene was 2% in 2010, while AFH tissue grew by just under 1%. Growth varied across categories, with AFH toilet paper and wipers demonstrating 3% and 2% volume growth, Customer Service Hotline: Page 15 of 25

16 respectively, while AFH napkins declined by 1% in volume terms. This contraction was largely the res ult of economic conditions, as many Americans continued to avoid consumer foodservice. COMPETITIVE LANDSCAPE The leading companies present in consumer retail channels are also present in AFH products. Georgi a-pacific Corp and Kimberly- Clark Corp both operate commercial business segments, which sell to the AFH distribution channel. B oth companies also provide proprietary dispensing systems in many instances. mfr have increasingly s ought to leverage the equity of their respective consumer brands in some AFH products. For example, the AFH toilet paper for Kimberly- Clark Professional is branded Kleenex Cottonelle and Scott, while Georgia- Pacific Professional, the AFH division of Georgia- Pacific Corp, utilises the Brawny brand for its commercial paper towels. Procter & Gamble Co also ha s a professional division selling various AFH products, including AFH paper towels and AFH paper ta bleware, under its Bounty brand name. PROSPECTS AFH toilet paper is expected to grow by a CAGR of 2% over the forecast period, as economic recov ery prompts an increase in the workforce and results in new office spaces and public facilities. Howev er, growth will be heavily contingent on economic performance and future volatility in unemployment, and US commerce indicators will continue to impact AFH sales. CATEGORY DATA Table 19 Away-From-Home Sales of Tissue and Hygiene by Category: Value Table 20 Away-From-Home Sales of Tissue and Hygiene by Category: % Value Growth Table 21 Away-From-Home Sales of Tissue and Hygiene by Distribution Format: % Analysis Table 22 Away-From- Home Sales of Tissue and Hygiene by Category and Distribution Format: % Analysis 2010 Table 23 Forecast Away-From-Home Sales of Tissue and Hygiene by Category: Value Table 24 Forecast Away-From- Home Sales of Tissue and Hygiene by Category: % Value Growth Cotton Wool/Buds/Pads in the US - Category Analysis HEADLINES TRENDS Cotton wool/buds/pads remain a ubiquitous product in American households, and a highly commodit ised category, with a significant private label presence, constituting 54% of the category. Overall volu Customer Service Hotline: Page 16 of 25

17 me sales grew only marginally in 2010, while value sales declined. COMPETITIVE LANDSCAPE Unilever s Q- Tip brand of cotton buds continues to lead in value terms, with a 36% share of current value sales in 2 010, down very marginally from Q- Tip is almost synonymous with cotton buds in the US, being used regularly in the vernacular to refer to all cotton buds. PROSPECTS Retail volume sales of cotton wool/buds/pads are predicted to increase by 5% over the forecast perio d, with stable overall per capita usage. While cosmetic and hygiene uses will continue to make these p roducts necessary for many consumers, there is very little in terms of innovation which can be done to help spur higher sales. Any new entrants to the market are likely to take the form of private label perso nal care line extensions, or environmentally focused/organic alternatives. CATEGORY DATA Table 25 Retail Sales of Cotton Wool/Buds/Pads: Value Table 26 Retail Sales of Cotton Wool/Buds/Pads: % Value Growth Table 27 Retail Sales of Cotton Wool/Buds/Pads by Type: % Value Breakdown Table 28 Cotton Wool/Buds/Pads Retail Company Shares Table 29 Cotton Wool/Buds/Pads Retail Brand Shares Table 30 Forecast Retail Sales of Cotton Wool/Buds/Pads: Value Table 31 Forecast Retail Sales of Cotton Wool/Buds/Pads: % Value Growth Incontinence in the US - Category Analysis HEADLINES TRENDS Incontinence products remain a sensitive and embarrassing topic for many Americans, which can ma ke the advertising and marketing of new products a challenge. However, in 2010 leading manufacturer s and marketers made a significant effort to overcome this cultural taboo. Category leader Kimberly- Clark Corp invested in a humorous and femaleoriented advertising campaign fronted by comedian and actress Whoopi Goldberg, posing as great wo men through history. This campaign sought to inform the public about high rates of light urinary incon tinence among women, while also advertising Kimberly-Clark s Poise line of products. COMPETITIVE LANDSCAPE Kimberly- Clark Corp led incontinence sales in 2010, holding 55% of the category in value terms. The company Customer Service Hotline: Page 17 of 25

18 s Depend and Poise brands are the best known in the category. Genderspecific product launches have been a focus of Kimberly- Clark s incontinence marketing in the past, and the company currently offers Depend Underwear for Men and Depend Underwear for Women. These products claim to provide a better fit, as well as gend er-specific protection. Eight varieties are available, based on gender, size and absorbency level. PROSPECTS Sales of adult incontinence products are forecast to remain strong in both value and volume terms ov er the forecast period, as an ageing US population and diminishing cultural taboos create a positive en vironment for retail sales. CATEGORY DATA Table 32 Retail Sales of Incontinence by Category: Value Table 33 Retail Sales of Incontinence by Category: % Value Growth Table 34 Incontinence Retail Company Shares Table 35 Incontinence Retail Brand Shares Table 36 Forecast Retail Sales of Incontinence by Category: Value Table 37 Forecast Retail Sales of Incontinence by Category: % Value Growth Nappies/Diapers/Pants in the US - Category Analysis HEADLINES TRENDS Sales of nappies/diapers/pants fell by 1% in current value terms in 2010, to US$5,378 million, while volume sales saw a slight increase, to reach 20,491 million units in the same year. Volume sales increa sed despite the birth rate in the US declining from 13.9 births per 1,000 inhabitants in 2009 to 13.5 birt hs per 1,000 inhabitants in This was the largest drop in the US birth rate in over a decade. COMPETITIVE LANDSCAPE Throughout 2010 nappies/diapers/pants continued to be dominated by the Pampers and Huggies bran ds, manufactured by Procter & Gamble Co and Kimberly- Clark Corp, respectively. Pampers and Huggies are both produced in comparable age specific subbrands. Both manufacturers enjoy widespread, blanket distribution throughout the US, and engage in r eciprocal promotion and pricing battles. Including their other US brands, the two companies held a co mbined 76% value share of the category in Kimberly- Clark in particular struggled against stiff privatelabel competition, with volume sales of diapers declining 6%. PROSPECTS Sales of nappies/diapers/pants are predicted to increase by 4% in constant value terms over the forec Customer Service Hotline: Page 18 of 25

19 ast period, to reach US$5,578 million at constant 2010 prices by Volume sales are expected to i ncrease by 3%. Newborn nappies/diapers are forecast to experience the fastest growth with 7% increas es in constant value terms. CATEGORY DATA Table 38 Usage of Nappies/Diapers and Disposable Pants Table 39 Retail Sales of Nappies/Diapers/Pants by Category: Value Table 40 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth Table 41 Nappies/Diapers/Pants Retail Company Shares Table 42 Nappies/Diapers/Pants Retail Brand Shares Table 43 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value Table 44 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth Retail Tissue in the US - Category Analysis HEADLINES TRENDS Retail tissue sales grew by less than 1% in current value terms in 2010, reaching an overall market si ze of US$14,332 million. Volume sales grew by just over 1%, to totalling 4,096 million tonnes. COMPETITIVE LANDSCAPE Retail tissue in 2010 continued to be dominated by the three largest producers of finished tissue, Pro cter & Gamble Co (the leader in kitchen towels) Kimberly- Clark Corp (the leader in toilet paper and tissues) and Georgia-Pacific (the leader in paper tableware). PROSPECTS US domestic tissue production is expected to increase by 6% over the next three years, according to Tissue World, with major manufacturers focusing on developing recycling capabilities and fibrerecovery techniques. Retail tissue marketing will continue to be driven by the big three producers, wit h significant support for market leading brands in order to stem the tide of private label competition. F or their part, private label manufacturers will continue to develop products that match the quality of m ajor brands. Premium and green positioned private label brand extensions can be expected over the for ecast period, with some leading retailers already marketing green positioned private labels, such as C VS Caremark with its Earth Essentials line of paper napkins, paper towels and toilet paper. CATEGORY DATA Table 45 Retail Tissue Sales by Category: Value Table 46 Retail Tissue Sales by Category: % Value Growth Table 47 Retail Tissue Company Shares Table 48 Retail Tissue Brand Shares Customer Service Hotline: Page 19 of 25

20 Table 49 Forecast Retail Tissue Sales by Category: Value Table 50 Forecast Retail Tissue Sales by Category: % Value Growth Sanitary Protection in the US - Category Analysis HEADLINES TRENDS Volume sales of sanitary protection, excluding intimate wipes, increased only marginally in 2010 wit h sales of 19,190 million units, while current value sales of sanitary protection overall increased by 3 %, to reach US$2,618 million. COMPETITIVE LANDSCAPE Procter & Gamble Co retained its leading position in sanitary protection in 2010, although its value s hare experienced a decline of one percentage point. Procter & Gamble s Always brand maintained its l eading position in towels and panty liners, while its Tampax Pearl and Tampax brands held the first an d third positions in tampons. PROSPECTS Volume sales of sanitary protection, excluding intimate wipes, are projected to decline by an annual average of 1% between 2010 and 2015, to 18,892 million units, while constant value sales of sanitary protection overall are projected to decline by a total of 2% in constant value terms, to US$2,580 millio n at constant 2010 prices. CATEGORY DATA Table 51 Retail Sales of Sanitary Protection by Category: Value Table 52 Retail Sales of Sanitary Protection by Category: % Value Growth Table 53 Retail Sales of Tampons by Application Format: % Value Analysis Table 54 Sanitary Protection Retail Company Shares Table 55 Sanitary Protection Retail Brand Shares Table 56 Forecast Retail Sales of Sanitary Protection by Category: Value Table 57 Forecast Retail Sales of Sanitary Protection by Category: % Value Growth Wipes in the US - Category Analysis HEADLINES TRENDS Wipes demonstrated positive growth in 2010, with consumers favouring the superior convenience of disposable products in home cleaning and personal care. However, growth was mixed, with certain typ es, such as cosmetic wipes and furniture polish wipes, seeing sharp declines, while refill wipes/pads a nd baby saw healthy growth. COMPETITIVE LANDSCAPE Customer Service Hotline: Page 20 of 25

21 Procter & Gamble Co continued to lead wipes in The company holds a strong position in both personal and home care wipes and floor cleaning systems, with brands such as Pampers (baby wipes) and Swiffer (home care wipes). Procter & Gamble continued its robust promotional activity for the Sw iffer brand in the latter part of the review period, with an advertising campaign spearheaded by Dog Whisperer host Cesar Millan, targeting pet owners. With no large branded competitor in floor cleanin g systems, Procter & Gamble has positioned its advertising against traditional floor mops and brooms, which are characterised as antiquated and inadequate alternatives to the modern, disposable product. P rocter & Gamble increased its overall value share to 34% of the wipes category in Of that total, t he Swiffer brand accounted for a leading 20% share, while Pampers brand baby wipes accounted for 1 1%. PROSPECTS Wipes are forecast to increase by 7% in constant value terms over the forecast period, reaching US$2,597 million at constant 2010 prices. The convenience factor of wipes will remain the key driver of sal es over the forecast period. Within home care wipes, consumers will increasingly gravitate towards all purpose or all-inone products that are capable of disinfecting multiple surfaces in the household. Nontoxic formulations for impregnated personal and home care wipes will also demonstrate strong growth. CATEGORY DATA Table 58 Retail Sales of Wipes by Category: Value Table 59 Retail Sales of Wipes by Category: % Value Growth Table 60 Wipes Retail Company Shares Table 61 Wipes Retail Brand Shares Table 62 Forecast Retail Sales of Wipes by Category: Value Table 63 Forecast Retail Sales of Wipes by Category: % Value Growth 访问中商情报网 : 报告在线阅读 : 三 研究机构 Customer Service Hotline: Page 21 of 25

22 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务研究咨询项目咨询投行咨询 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询 Customer Service Hotline: Page 22 of 25

23 专项咨询竞争情况调研数据库咨询 消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Tissue and Hygiene in the US Customer Service Hotline: Page 23 of 25

24 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份总计金额万仟佰拾元 ( 小写 : 元 ) 预计付款日期年月日开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 开户行 : 中国工商银行深圳黄贝支行 指定账号 开户名 : 深圳中商智业投资顾问有限公司 帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 联系方法 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : Customer Service Hotline: Page 24 of 25

25 电邮 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 25 of 25