US Household Paper Products Market Report 2023

This report examines the US household paper products market in extensive detail. This report covers all relevant segments including paper towels, toilet tissues, facial tissue, napkins, and more. Inform your business decisions with beyond-thorough knowledge of the market and consumer, and analysis to pull it all together. Read on to discover some of our expert insights from the report.

Household Paper Products Market Overview

The household paper products industry has seen an extended period of volatility. While the pandemic saw stockpiling and sudden growth, this was followed by a decline as consumers used up their stockpiles. More recently, value growth has been driven by 40-year-high inflation and price rises. Looking ahead, we can expect prices to moderate and market growth to return to its usual trend of being primarily driven by population growth in terms of both market value and volume.

Inside this report, you’ll find a full breakdown and analysis of the household paper products market, including market size and forecast, market drivers, and segment performance. For an understanding of how to drive sales with promotions, consider our Retail Promotions Market Report.

How Consumers Are Reacting — Trends

As inflation takes its toll on consumers, more are opting for cost-cutting measures when it comes to paper towels. Nearly half of all consumers are now using private label and value brands, and many are switching up their paper product usage (see bullet point below). These trends, which are both economical and sustainable, are likely to become permanent habits.

The pandemic has shifted millions of consumers to eCommerce for paper products, with the percentage of online shoppers jumping notably (see below). This trend is also likely to be permanent, as many consumers now embrace an omnichannel approach to shopping. Check out our Retail and eCommerce Market Report for an in-depth analysis of the state of eCommerce.

• Many are switching up their paper product usage: 25% of those aged 18-44 are using dishcloths instead of paper towels, and 15% of 35-44 year-olds are reusing paper towels.
• eCommerce for paper products: In 2022, 21% of household paper products consumers shopped at online-only retailers, and this has stayed the same in 2023, jumping from the original 15% in 2020.

This is a snapshot of the findings and analysis from this household paper products market report. Upon purchasing, you’ll have access to over 60 pages of content, including 10 pages dedicated to better understanding the household paper products consumer right now.

Market Guidance for Brands

As private label products gain more market share, name brands may need to do the unthinkable, and consider creating their own private label products in order to remain competitive. Adopting a dual-track branded/private label strategy can help ensure the long-term solvency of the brand.

Find opportunities and competitive strategies for brands in the household paper products industry in the full report. If you’re looking for something else, try our house and home market research, and find exactly what you’re looking for.

Topics Analysed in This Report

• The impact of COVID-19 on consumer behaviour and the household paper market.
• Historical and projected market growth.
• Innovation and competitive trends.
• Consumer usage, attitudes, and behaviours surrounding the use of household paper products.

Products and Companies Discussed in this Report

Products: Inside the report, Mintel defines the household paper products market as paper towels, toilet tissue, facial tissue, paper napkins, wet wipes for hands and face, and flushable wet wipes.

Companies and brands: Procter & Gamble, Kimberly-Clark Corporation, Koch Industries Inc, and brands including but not limited to Charmin, Scott, Angel Soft, Cottonelle, Bounty, Sparkle, Kleenex, Puffs, and Vanity Fair. Brands that are more niche are also covered.

Expert Analysis from a Household Industry Specialist

This report, written by Jamie Rosenberg, a leading household industry analyst, delivers in-depth commentary and analysis to highlight current trends in the household paper products market and add expert context to the numbers.

During normal times, household paper market growth is inextricably linked to population growth. Accordingly, it is highly predictable. Yet these are not normal times. The pandemic’s disruption of supply chains and the consumer response that resulted in extreme hoarding and product shortages was followed by a period of historic inflation. This in turn transformed this predictable market into one that over the past three years has been characterised by extreme sales volatility and unprecedented private label growth. These trends threaten the long-term viability of well-recognised heritage brands such as Kleenex, Charmin and Bounty.

 

Jamie Rosenberg
Associate Director, Global Household and Personal Care