Explore the latest global innovations across the household paper products market in 2023. Our global household paper products market report identifies the biggest launch activities, pivotal consumer attitudes and important advances of the year across regions like EMEA, APAC, and the Americas.

Household Paper Products Market Innovation – EMEA

Ethical and sustainability claims are no longer differentiators due to their prevalence. Instead, they are becoming an expectation – and so brands in the household paper products market are having to work harder to stand out.

Consumers have changed purchase habits and are seeking greater value in response to the cost of living crisis.

  • 47% of French paper product buyers used promotional discounts to buy household paper products.

Innovation in Paper Products – APAC

Despite concern regarding the eco-friendliness of products, claims across Asia still remain low.

The costs involved – both to manufacturers and consumers – of producing sustainably may be holding brands back, as consumers indicate they believe eco-friendly is a more expensive option.

  • 53% of adults in Singapore agree that cost is the biggest barrier to using natural/eco-friendly products

Household Paper Products Market Innovation – Americas

Since the pandemic, usage and production of own-label paper products in the US has increased.

Brands are using shrinkflation – the practice of reducing pack sizes while keeping prices the same – to avoid passing additional costs onto cost-conscious consumers.

  • 45% of US adults agree that store brand paper towels are as good as name brand paper towels.

To discover more about A Year of Innovation in Household Paper Products Market Report 2023, read US Household Paper Products Market 2023or take a look at our extensive global House and Home Industry Research.

Expert Analysis from a Household Care Specialist

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

The cost-of living crisis has made brands and consumers change their approach, while private label has been a beneficiary of the value focus.

Luke Santos
Household Care and Brand Analyst

Table of Contents


    • Europe: contextualise ethical and environmental claims
    • Graph 1: paper product launches carrying select environmental claims, 2018-23
    • Europe: financial pressures are causing behavioural changes
    • The Middle East & Africa (MEA)
  2. Asia Pacific (APAC)

    • Asia: a lack of environmental claims despite consumer interest
    • Graph 2: select ethical and environmental claims per region, 2022-23
    • Asia: price barriers to eco-consciousness
    • Australia & New Zealand
    • Graph 3: share of paper product launches carrying select ethical and environmental claims, 2022-23
  3. the americas

    • North America: private label engagement is on the up
    • Graph 4: share of private label and brand household paper products launches, 2020-23
    • Graph 5: share of private label and branded household paper product launches carrying economy claim, 2022-23
    • North America: brand strategies to keep prices low as consumer become more observant
    • Latin America: the potential for alternative fibres

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Also, our reports come in PDF, Powerpoint, Word and Excel Databook formats.

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