Discover the future trends in the global household paper products market with Mintel’s Future Of report. The report identifies the key consumer and industry trends that will impact the global paper products market over the next five years.
The most important upcoming trends in the household paper products market are analysed and succinctly presented alongside relevant insights from Mintel’s consumer data. So you can understand how consumer demands will change and identify future innovation and growth opportunities.
This report also presents Mintel’s analysts’ pick of the most innovative and inspirational launches in the global household paper products market. Understanding the future of the household paper products industry has never been so easy.
Meet the Expert Behind the Analysis
This report was written by Jamie Rosenberg. Jamie is expert in competitive intelligence, strategic thinking, product development and consumer trends. He uses this background to identify category level trends that allow brands to think further ahead and develop more future proof innovation, marketing and portfolio management strategies.
Economic pressures limit spending, but functional innovations, new segmentation strategies and even bioengineered fibers can boost the value proposition.
Jamie Rosenberg
Associate Director, Global Household and Personal Care
Collapse All
-
WHAT YOU NEED TO KNOW
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
-
IN THE NEXT TWO YEARS
- Think about how functional innovations can drive value for belt-tightening consumers
- Consumers show interest in value-added functional upgrades
- From mainstream to niche, brands are enhancing value with smarter dispensing solutions
- Small improvements add up to big sales
- Car cup holder dispensing shows potential in the home as well
- Promote recycled fiber as the sustainable option
- Consumers believe recycled fiber is more sustainable, but some see quality trade-offs
- Push back against the recycled fiber stigma
- Promote recycled fiber as Asia’s sustainable paper solution
- Virgin fiber is less sustainable but promoted as a sign of purity
- Graph 1: launches of household paper products with “virgin” fiber claims, by region, 2023-25
- Graph 2: launches of household paper products with virgin fiber claims, 2015-25
- European paper products positioned around recycled fiber
- Develop more nuanced consumer segmentation for revenue growth
- pH-balanced FMWs for women
- Kleenex facial tissues for oily skin
- New consumer segmentation can help revive the facial tissue segment
- Graph 3: consumers who use facial tissue substitutes, by age, 2025
- Kleenex Facial Cleansing Sheets are another nod to the brand’s cosmetic roots
- Yarn’n is proudly Indigenous owned
-
IN FIVE YEARS AND BEYOND
- Plan for continued disruption from bidets
- Top global bidet brands
- The pandemic sparked bidet sales, and interest hasn’t waned
- Embrace bioengineered fibers to drive sustainability in household paper products
-
KEY TAKEAWAYS
- Key takeaways
What is a 'Future of' Report?
Have you ever wondered how to get a clear view of what’s next for your industry? Forget the crystal ball, what you need is a Mintel ‘Future of’ reports. The reports offer a forward-looking perspective, helping you identify upcoming opportunities and navigate the trends that will shape your business for the next five years and beyond.
How Mintel Builds a Picture of the Future
Creating a ‘Future of’ report is a comprehensive process that combines deep data analysis with expert human insight. Here’s a look at the core components that make these reports so valuable.
Expert Insights from Category Analysts
Our dedicated category analysts are at the heart of these reports. They bring years of industry experience and a deep understanding of global markets. They interpret complex data, connect the dots, and provide you with expert recommendations on what to expect in the next two years, five years, and even further into the future. They provide the strategic thinking you need to stay ahead.
Powered by Robust Data
Our analysis is grounded in solid data. A key source is Mintel’s Global New Products Database (GNPD), a powerful resource that tracks product innovation and launches around the world. By analysing this wealth of information, we can spot emerging patterns and shifts in the market. This data, combined with our knowledge of consumer behavior, allows us to anticipate what consumers will want next.
Designed for Forward-Thinking Strategy
Our ‘Future of’ reports are designed to help you look ahead with confidence. By focusing on trend forecasting and identifying future opportunities, these reports provide the insights you need to innovate and plan effectively. They are crafted specifically to help you anticipate market shifts and make proactive decisions, ensuring you and your business are prepared for what’s to come.
For a closer look at what's included in a Mintel Future of report, take a look at a sample PDF report below.
Please Note: All of the figures, graphs, and tables have been redacted.
£ 2,195 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF and Powerpoint version of the report straight to your inbox. An interactive version of the report is also available on our online platform
- Use the code INSIGHTS2026 to save 10% this month
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
Alana Gavin, VP Research and Insights, Jackman
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
