Paper brands should use their elevated status to raise the bar for convenience, wellness and sustainability.

Jamie Rosenberg, Associate Director, Global Household and Personal Care

Table of Contents

  1. Where we are now

  2. In the next two years

    • Blur the lines with cleaning wipes
    • Graph 1: interest in antibacterial and natural household products, by market, 2020
    • Graph 2: interest in paper towels with antibacterial formula, 2020
    • Innovate for accelerating ecommerce
    • Graph 3: consumer behavior after the pandemic, 2020
    • Graph 4: online purchase of household products, by sub-category, 2020
    • Graph 5: online purchase of household paper products, by age and income, 2021
    • Link to healthy habits
    • Graph 6: consumers who are cooking from scratch more often compared to before the pandemic, 2020*
    • Graph 7: consumers who plan to cook more from scratch over the next year, October 2020**
    • Graph 8: historical and projected per capita usage of household paper products, 2018- 2024
    • Graph 9: on-pack mentions of composability for household paper product or packaging, 2016-2021
  3. In five years and beyond

    • The industry needs better sustainable fibers
    • Graph 10: launches of bamboo household paper products, 2016-2021
    • Graph 11: launches of recycled fiber household paper products, by region, 2016-2021

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.

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.

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