The category is being reshaped by a growing focus on value and wellness. Years of inflation have heightened scrutiny of household purchases, making quality (62%) and price (61%) the leading purchase drivers.
The category is being reshaped by a growing focus on value and wellness. Years of inflation have heightened scrutiny of household purchases, making quality (62%) and price (61%) the leading purchase drivers. At the same time, personal hygiene paper products are evolving beyond basic cleanliness, with consumers seeking benefits linked to skin comfort, confidence and wellbeing. Younger consumers, in particular, are driving interest in personalised, wellness-oriented formats.
A striking 78% of household paper product and personal hygiene paper users consider environmental impact when purchasing paper products, yet sustainability ranks behind quality, price and performance in purchase decisions. Consumers increasingly expect brands to deliver environmental benefits without compromising effectiveness, creating a higher standard for innovation.
Growth lies in helping consumers justify spending through visible performance improvements, such as longer-lasting products, enhanced strength, and personalised solutions that reduce stock-up anxiety. However, brands face mounting pressure from private label alternatives, as many consumers believe store brands perform as well as name brands and are willing to switch. Sustainability, wellness and trust will only drive growth when paired with demonstrable performance benefits.
To maintain value perceptions, household paper products must deliver visible benefits, such as durability, skin comfort and trusted environmental credentials.
Yasemin Holtemayer, Senior Research Analyst – Household Care
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