Explore the latest innovation in household paper products with Mintel’s global innovation report. The report identifies the major launch activities, pivotal consumer attitudes and most important product development of the year across regions EMEA, APAC, and the Americas.
Key innovation trends in the paper products market are analysed and succinctly presented alongside Mintel’s consumer data and insights. So you can understand changing consumer demands and identify future growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative launches in the global paper products market. Understanding innovation in household paper products has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Luke Santos, Household Care and Brand Analyst at Mintel. Luke joined the Mintel household care research team in 2022, researching and writing household care and brand reports, focusing on consumer behaviour and product innovation. Luke has a BA (Hons) in Geography and Spanish from Swansea University.
To increase usage of eco paper products, it is key to change perceptions about their quality and price. Consumers value products that are designed for sensitive skin.
Luke Santos
Household Care Analyst
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- What we have seen
- Our pick of the most innovative launches in this review
- Other innovative launches
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EUROPE, MIDDLE EAST & AFRICA (EMEA)
- Europe: reshape consumer perceptions of eco-friendly paper products
- Europe leads eco-friendly paper product launches
- Graph 1: paper product launches carrying environmentally friendly product claims, by region, 2024-25
- Barriers exist to eco-friendly paper product usage
- Eco own-label launches can help bridge the price gap
- Naked Paper uses comparative marketing to prove value
- Europe: expand facial tissue offerings
- Consumers are finding alternatives to facial tissues
- Facial tissue product development is experiencing a lull
- Graph 2: paper product launches, by sub-category, 2020-25
- Brands are widening the functions of facial tissues
- The Middle East & Africa (MEA)
- Potential to improve eco offerings in MEA
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ASIA PACIFIC (APAC)
- Asia: local resources provide opportunities to increase sustainability claims
- Consumers place eco expectations on producers
- Room exists for brands to increasesustainable offerings
- Reiterate the environmental benefits of bamboo-based products
- Asia: providing sensitive care for intimate areas
- Consumers are paying more attention to formulations
- Tailor products to sensitivity needs
- Graph 3: toilet tissue launches carrying fragrance free and pH balanced claims, 2020-25
- Providing better care for intimate areas
- Australia & New Zealand
- An abundant supply of sustainable options
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THE AMERICAS
- North America: skin issues drive focus on ingredients
- Prevalence of skin conditions is making consumers more vigilant
- Look to provide consumers skin-friendly solutions
- Graph 4: paper product launches carrying select skin-focused claims, 2020-25
- Give consumers information to guide their purchases
- North America: private-label price positioning
- Consumers look to cut costs on paper products
- Private labels deliver budget-friendly solutions
- Graph 5: paper product launches carrying the economy claim, private label vs branded, 2024-25
- Private label demonstrates affordability
- Latin America
- Brands push to elevate their offerings
What is 'A Year of Innovation' Report?
To truly understand a market, it’s essential to look at the products that are shaping it. Our ‘A Year of Innovation’ reports provide a detailed review of specific categories, focusing on the most notable product launches from the past 12 months. These reports are designed to give you a clear and comprehensive picture of recent innovation and its impact.
How We Analyse a Year of Innovation
By deconstructing the past year’s activity, we can provide valuable context for your current and future strategies. Here’s how we do it.
A Deep Dive into Product Launches
The core of these reports is a thorough examination of new products. We go beyond simply listing what’s new. Our analysis delves into the “why” behind each product launch, exploring the strategies, ingredients, and marketing claims that are driving innovation. This helps you understand what’s working, what’s not, and where the market is headed.
Powered by the Global New Products Database (GNPD)
Our insights are built on a foundation of robust data from Mintel’s Global New Products Database (GNPD). This powerful tool tracks and catalogues new product launches from around the world. By leveraging the GNPD, we offer a complete exploration of innovative activity within your category, ensuring our analysis is comprehensive, accurate, and relevant.
Uncovering Trends and Consumer Shifts
Our ‘A Year of Innovation’ reports are designed to equip you with actionable insights into how to lead innovation in your category. By studying recent product launches, we can identify shifting consumer habits and preferences. These reports help you connect the dots between what consumers want and how companies are responding. You’ll gain a deeper understanding of emerging trends, allowing you to refine your own product development and marketing strategies with confidence.
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