GfK: more shoppers have started buying multilayer household paper products

Toilet paper: the buyer base of 1-ply products has contracted, in 2016 less than 9 percent of households purchased them. Fewer families bought the 2-ply category as well, but it is still the second biggest segment after that of 3-ply toilet papers. In 2016 no less than 84 percent of households bought 3-ply toilet paper. In the last 2 years the buyer base of wet wipes (wet toilet papers) increased from 15 to 17 percent.

Facial tissue: in the last two years the number of households that purchased 2- or 3-ply facial tissue decreased. At the same time the popularity of 4-ply products grew. However, it is still 3-ply facial tissues that attract the most shoppers, as 83 percent of households bought them in the last 12 months.

Kitchen towel: 7 from 10 households buy 2-ply paper towels, but a growing proportion of consumers are using 3-ply products – one third of households have already purchased the category at least once during the last year.

Paper napkin: 66 percent of household bought paper napkin in 2015, but by 2016 this proportion dropped to 62 percent. More than half of the families purchased 1-ply paper napkin last year. The main places for buying household paper products are hypermarkets and discount supermarkets: households spent 52 percent of their household paper product budgets in these two retail channels. //