​Focus On Household – Paper Products: 24 January

By Hannah Stodell hannahstodell1@gmail.com

Advertising deadline: 9 January 2026

Submissions deadline: 2 January 2026

Print, digital and sponsorship opportunities

Times are good for the two top loo roll challengers. Both have landed Tesco listings this year, even amid broader category decline.

• So, how are they shaking up a category that’s in desperate need of value sales? Who are the other challengers making strides – and how?
• Values are down among brands and private label – why?
• How has private label managed a slight volume gain?
• What are successful brands doing to gain market share? How important are eco credentials?
• How has number three brand shot ahead, amid value declines in the top two brands?
• Does a brand refresh help sales?

Elsewhere in paper

• Both values and volumes are down in kitchen roll – are Brits just using less of the stuff?
• How has one of the top brands continued to grow despite sales slumps elsewhere?
• Two brands have more than doubled their value sales. What’s behind their meteoric growth?
• In facial tissue, private label is down against growth for brands. How have they accomplished this?