2023
9
US Household Paper Products Market Report 2023
2023-04-14T04:03:24+01:00
OX1157793
3695
162421
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Report
en_GB
“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…

US Household Paper Products Market Report 2023

£ 3,695 (Excl.Tax)

Description

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

ProductsInside 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

 

Jamie Rosenberg
Associate Director, Global Household and Personal Care

Table of Contents

  1. Overview

    • What you need to know
      • This Report look at the following areas
        • Definition
          • Market context
          • Executive Summary

              • Top takeaways
                • Consumer trends
                  • Figure 1: Economizing attitudes and behaviors for paper towels, by age, 2022
                  • Figure 2: Usage of household paper products, by category, 2022 vs 2023
                  • Figure 3: Use of ecommerce for buying household paper products, 2020-23
                  • Figure 4: Consumers who are interested in toilet paper with tree-free fiber, by age, 2022 vs 2023
                • Competitive strategies
                    • Figure 5: A prototype of the University of Maryland’s hydrogel-based paper towel
                  • Market predictions
                    • Figure 6: Total US sales and fan chart forecast of market, at current prices, 2017-27
                    • Figure 7: Category outlook, 2023-28
                  • Opportunities
                  • Market Size and Forecast

                    • Inflation is the central theme
                      • Figure 8: Total US sales and fan chart forecast of market, at current prices, 2017-27
                      • Figure 9: Total US retail sales and forecast of household paper products, at current prices, 2017-27
                      • Figure 10: Total US retail sales and forecast of household paper products, at inflation-adjusted prices, 2017-27
                  • Segment Performance

                    • Hard times could accelerate obsolescence for less used segments
                        • Figure 11: Multi-outlet sales of household paper market growth, by category, percentage (%) growth, rolling 52 weeks 2019-22
                        • Figure 12: Total US retail sales and forecast of household paper products, by segment, at current prices, 2017-27
                    • Market Drivers

                      • Housing downturn is making paper products more expensive
                        • Figure 13: Producer Price Index: wood pulp
                      • Prices are still high, but brands need a strategy for when they normalize
                        • Figure 14: Consumer Price Index change from previous period, 2007-22
                    • Competitive Strategies and Market Opportunities

                      • Store brands win the day
                        • Figure 15: Household paper sales, by some category, private label vs market, rolling 52 weeks ending January 2023
                      • Toilet paper sees the largest private label gains
                        • Figure 16: Multi-outlet sales of toilet tissue, by leading companies and brands, rolling 52 weeks 2021 and 2022
                        • Figure 17: Noteworthy private label toilet paper brands
                      • Charmin trials scalloped-edge toilet paper
                        • Figure 18: Charmin scalloped edge toilet paper
                      • Flushable wipes are discretionary, but have strong growth drivers
                        • Figure 19: Multi-outlet sales of FMWS, by leading companies and brands, rolling 52 weeks 2021 and 2022
                      • FMWs may soon be out of the regulatory woods
                        • Figure 20: The Responsible Flushing Alliance’s do not to flush symbol
                        • Figure 21: Launches of FMWS as a percentage of the total toilet paper segment, 2022
                      • The paper towel market is ripe for disruption
                        • Figure 22: Multi-outlet sales of paper towels, by leading companies and brands, rolling 52 weeks 2021 and 2022
                        • Figure 23: Ecolifestyle and Anjia paper towels
                        • Figure 24: A prototype of the University of Maryland’s hydrogel-based paper towel
                        • Figure 25: Economizing attitudes and behaviors for paper towels, by age, 2022
                      • P&G improves the aesthetics and social value of Bounty graphics
                        • Figure 26: A sampling from one of the program’s featured artists
                      • “Shrinkflation” lawsuits highlight the importance of transparency
                        • Figure 27: Examples of household paper shrinkflation
                      • Puffs gains at the expense of Kleenex and store brands
                        • Figure 28: Multi-outlet sales of facial tissue, by leading companies and brands, rolling 52 weeks 2021 and 2022
                      • Kleenex shows that innovation alone isn’t enough
                        • Figure 29: Innovative facial tissue launches from Kleenex
                        • Figure 30: Historical operating margins P&G vs Kimberly-Clark, September 2014-March 2023
                      • Alternative fiber stalls
                        • Figure 31: Launches of bamboo-based toilet paper, 2014-23 (Jan-March)
                      • Napkin sales continue to slide, but Bounty is a bright spot
                        • Figure 32: Bounty Napkins
                        • Figure 33: Multi-outlet sales of paper napkins, by leading companies and brands, rolling 52 weeks 2021 and 2022
                    • The Household Paper Consumer – Fast Facts

                      • Napkins and FMWs see a slight bump in usage
                        • The pandemic had a permanent effect on shopping behavior
                          • Nearly half believe that store brand paper towels are as good as name brands
                            • Millennials are not adopting facial tissues as they age
                              • High prices drive different behaviors among different age groups
                                • Highlight the celebratory nature of napkins
                                • Product Usage

                                  • Napkins and FMWs see a slight bump in usage
                                    • Figure 34: Usage of household paper products, by category, 2022 vs 2023, 2023
                                  • Older consumers are driving FMW growth
                                    • Figure 35: Use of FMWS, 2022 vs 2023, 2023
                                • Purchase Locations

                                  • The pandemic had a permanent effect on shopping behavior
                                    • Figure 36: Purchase locations for household paper products, 2020-23
                                  • Young consumers are heavier ecommerce shoppers, but older consumers are catching up
                                    • Figure 37: Online purchases of household paper products, by age, 2022
                                • Paper Towel Attitudes and Behaviors

                                  • Nearly half believe that store brand paper towels are as good as name brands
                                    • Figure 38: Attitudes toward paper towels, 2022
                                    • Figure 39: Belief that store brand paper towels paper towels are as good as name brands, by income, 2022
                                • Facial Tissue Attitudes and Behaviors

                                  • First and foremost, tissues should care for the nose
                                    • Figure 40: Attitudes toward facial tissue, 2022
                                  • Millennials are not adopting facial tissues as they age
                                    • Figure 41: Use of facial tissue substitutes, by age, 2022
                                • Toilet Paper Attitudes and Behaviors

                                  • One in three consumers value strength over softness
                                    • Figure 42: Attitudes toward and behaviors around toilet paper, 2022
                                  • High prices drive different behaviors among different age and income groups
                                      • Figure 43: Consumers who have purchased bidet, or have reduced their use of FMWs, by age, 2022
                                    • Consumers want Tree-free fiber despite reduced supply
                                      • Figure 44: Consumers who are interested in toilet paper with tree-free fiber, by age, 2022 vs 2023
                                  • Napkin Attitudes and Behaviors

                                    • 63% of consumers are paper napkin users
                                      • Figure 45: Napkin attitudes and behaviors, 2022
                                    • Highlight the celebratory nature of napkins
                                      • Figure 46: Use of napkins for special occasions and with customized messages, by age, household income, and parental status, 2022
                                  • Appendix – Data Sources and Abbreviations

                                    • Data sources
                                      • Sales data
                                        • Forecast
                                          • Consumer survey data
                                            • Abbreviations and terms
                                              • Abbreviations
                                                • Terms
                                                • Appendix – The Market

                                                    • Figure 47: Total US retail sales and forecast of household paper products, by segment, at current prices, 2017-27
                                                    • Figure 48: Total US retail sales of household paper products, by segment, at current prices, 2020 and 2022
                                                    • Figure 49: Total US retail sales and forecast of paper napkins, at inflation-adjusted prices, 2017-27
                                                    • Figure 50: Total US retail sales and forecast of paper towels, at inflation-adjusted prices, 2017-27
                                                    • Figure 51: Total US retail sales and forecast of toilet tissue, at inflation-adjusted prices, 2017-27
                                                    • Figure 52: Total US retail sales and forecast of facial tissue, at inflation-adjusted prices, 2017-27
                                                    • Figure 53: Total US retail sales and forecast of hand/face moist towelettes, at inflation-adjusted prices, 2017-27
                                                    • Figure 54: Total US retail sales and forecast of flushable wet wipes, at inflation-adjusted prices, 2017-27
                                                    • Figure 55: Total US retail sales of household paper products, by channel, at current prices, 2017-22
                                                • Appendix – Key Players

                                                    • Figure 56: Multi-outlet sales of hand/face moist towelettes, by leading companies and brands, rolling 52 weeks 2021 and 2022

                                                About the report

                                                This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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                                                Brand/Company

                                                Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                Data

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