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
Collapse All
-
Overview
- What you need to know
- This Report look at the following areas
- Definition
- Market context
- What you need to know
-
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
- Inflation is the central theme
-
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
- Hard times could accelerate obsolescence for less used segments
-
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
- Housing downturn is making paper products more expensive
-
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
- Store brands win the day
-
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
- Napkins and FMWs see a slight bump in usage
-
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
- Napkins and FMWs see a slight bump in usage
-
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
- The pandemic had a permanent effect on shopping behavior
-
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
- Nearly half believe that store brand paper towels are as good as name brands
-
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
- First and foremost, tissues should care for the nose
-
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
- One in three consumers value strength over softness
-
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
- 63% of consumers are paper napkin users
-
Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
- Data sources
-
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
-
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
For a closer look at a Mintel Market Intelligence Report, take a look at the sample PDF report below:
Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
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
Working in a customer-obsessed organization means that data and insights have to be at our fingertips. Mintel’s reports help us support anecdotes with real quantifiable insights. The summary sections (which I really like) helps save time by giving a birds eye view of the content before spending time combing through the pages.
Our business review discussions are strengthened by the relevancy of the reports to help us better understand our customers. In addition, the customer service received from the team (especially in crunch periods) makes the process of understanding customer behavior even better.
Ngozi Ngonadi-Nkwoji, Senior Marketing Manager, Amazon
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.
So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
Rebecca Green, Market Insight Manager, Wincanton
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
