Household - paper products 2025: Branded loo roll sales flushed away

Sales of branded loo roll are going down the pan. Shoppers have bought 9.4 million fewer branded packs, wiping out £36.4m.

And while own label volumes have risen 1.3%, there’s more going on than Brits simply trading down to cheaper products or cutting back on toilet tissue.

A key reason for the sale of fewer packs is the continued success of larger formats such as double-length rolls. “These allow consumers to buy less frequently and change the roll less often,” says Nicola Conway, commercial director at Essity, owner of Cushelle and Velvet.

Because of the complexity of formats and pack sizes, and the impact of that when looking at unit sales, Kimberly-Clark tracks volume sales in sheets. Sheet numbers show category volume sales are actually flat, the Andrex owner says. And while Andrex pack sales have declined, Kimberly-Clark reports sheet volumes have increased following distribution gains.

Also impacting branded toilet tissue sales through supermarkets is the continued growth of online retail. “Digital channels such as direct-to-consumer and social media are growing strongly for toilet tissue sales,” explains Conway. “Consumers aren’t buying less, they’re buying it elsewhere.”

Still, there are pockets of growth to be found in grocery for branded bog roll. While some have been hit in stores by shoppers moving to own label, premium branded lines such as Essity Cushelle Quilted are performing well, Conway reports.

Overall pack sales of Cushelle are in the black by 0.7%, while lower prices and increased promotional activity have driven a 3.3% fall in value. The brand expanded in March with Simply Soft, which has a lower base price than other Cushelle products.

Essity stablemate Velvet has struggled, though. Its value has plunged 13.6% on units down 8.6%. “We made a strategic decision on certain listings for Velvet to accommodate the launch of Cushelle Simply Soft,” explains Conway. “With new listings in new channels, we expect sales will recover in 2026.”

Also bucking the decline in its branded rivals, Little Duck by Task Consumer Products has been flying off shelves. It’s grown volumes 50.6% and value 39.9% thanks to increased distribution and organic growth.

“Little Duck has become a viable choice for shoppers seeking consistent product quality and outstanding value for money and is, in its own right, becoming a leading brand,” says a spokesperson for Task.

Other smaller brands, such as Cheeky Panda and Who Gives a Crap, are climbing up the branded ranking following strong value and volume growth – as they win more space in supermarkets. Cheeky Panda rolled into Tesco and Morrisons this autumn, for instance.

“The market is witnessing the gradual rise of emerging players who are leveraging strategies such as competitive pricing, sustainability credentials, and digital-first engagement,” says Sanskriti Aggarwal, NIQ senior analytics executive.

Major brands, on the other hand, are increasingly – and mistakenly – dependent on price cuts and promotional activity, Cheeky Panda UK retail sales director David Southgate suggests. “Consumers aren’t just looking for lower prices, but for sustainable, purpose-led alternatives that align with their values,” he says.

“Major retailers are catching on to the rising demand for planet-friendlier everyday essentials, signalling a meaningful shift towards sustainability within the category.”

Cheeky Panda has not fared so well in the facial tissue market, however, recording double-digit losses in value and unit. The decline reflects the impact on availability of a product upgrade, a tougher promotional landscape and exceptionally high sales last year that created a tough year-on-year comparison, Southgate says. “Despite these short-term factors, our foundations are solid and we’re heading into 2026 with momentum on our side.”

Kleenex drives facial tissue gains

Overall, branded sales of facial tissue have risen, though that’s largely down to the power of leading brand Kleenex. Its 4.3% rise in value has been driven by investment in price and tapping impulse sales, says Kimberly-Clark. Only 17% of facial tissue shoppers visit the paper products aisle, the supplier adds, so it has grown sales by driving impulse sales through featured space.

Just as Kleenex’s dominance of the facial tissue market couldn’t be clearer, so too is the top brand in kitchen roll pulling away from its rivals. Two years ago, Essity’s Plenty brand was in pole position but went on to lose its top spot to Sofidel’s Regina, which has increased its lead with a £7.3m gain.

At the same time, Plenty has shed £6.3m and 1.2 million units – which Essity puts down to investment in price and promotions. “Through this increased activity, we are starting to see a recovery in both value and volume in the second half of 2025,” says Conway.

That total kitchen roll category volumes have fallen 1.9% could be down to cash-conscious shoppers seeing it as a non-essential item, Task Consumer Products points out.

Those still putting kitchen roll in their baskets are increasingly seeking value without compromising on quality, adds the supplier. This trend has benefited Task’s Little Duck kitchen roll, which has almost doubled volumes while value has soared 168.3%.

Looking to the coming year, NIQ’s Aggarwal points out that the dynamics of the paper products market remain fluid, driven by customer switching and more purposeful purchasing decisions. “Paper products could face the challenge of buyers’ dynamics, due to the ageing population of the UK,” she says. “Eco-friendly innovations are gaining traction, but adoption remains limited due to concerns over quality, higher prices and scepticism around greenwashing.”

Bad news for beleaguered brands.