Exceptions are paper handkerchiefs, where sales benefit from outbreaks of colds and influenza or a high pollen count, and panty liners, which manufacturers are keen to promote as basic hygiene products rather than sanitary protection. Nevertheless, the market remains characterised by a high level of own-label products, particularly in the disposable tissue sector. Certain products are perceived as necessities and are regularly bought by most households. However, this means that demand is directly affected by population trends. A falling birth rate and aging population offer little optimism for future demand.
Distribution is widespread, from multiples to corner shops and garage forecourts.
The main constraint is that of space, as the products are bulky. Some retailers may have to drop one range in order to accommodate another so that, in many cases, one brand's share will increase at the expense of another. That disposable paper products satisfy the growing consumer demand for convenience cannot be disputed. Their disposal also presents problems, such as the threat of water and beach pollution, and the rapid filling of landfill sites. The value of the market is anticipated to reach 2.54bn by 2004, with the largest sector, disposable tissue products, seeing its share diminishing slightly.