The Future of Household Paper Products 2023 is a global market report that covers the latest innovations and consumer trends across the global household paper products market in 2023. Our global future of report identifies evolving areas, consumer attitudes, and important advances expected across regions like EMEA, APAC, and the Americas over the next five years and beyond.

Global Household Paper Products Market Landscape

As the urgency of maintaining a germ-free home slows and the cost of living grows, consumers have traded down in the interest of their wallets. This has boosted store brand sales while hurting well-loved heritage brands in the global household paper products market.

The Future of Household Paper Products in the Next Two Years

Brands in the global household paper products market need to redefine value. Inflation has made price a big purchase driver. But premium brands still have the opportunity to better differentiate through new attributes and dispensing formats that cater to single-person households, the elderly and a society that is increasingly on-the-go after a long pandemic.

Global Household Paper Products Market Trends in Five Years and Beyond

Sustainability is a priority, but there are few commercially viable product innovations on the horizon with the potential to make a difference. Yet carbon-neutral manufacturing and making paper more central to a circular, bio-based economy will become a stronger platform for competition.

To discover more about The Future of Household Paper Products Market Report 2023, read A Year of Innovation in Paper Products Market Report 2023or take a look at our extensive Global Paper Products Market Research.

Expert Analysis from a Household Specialist

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

A focus on cost has reduced innovation and boosted store brands.”

Jamie Rosenberg, Senior Global Analyst, Household and Personal Care

Jamie Rosenberg
Associate Director – Global Household and Personal Care

Table of Contents

  1. Where we are now

  2. In the next two years

    • Identify the drivers of trading down; it’s about more than price alone
    • Graph 1: private label market share, 2021 or 2022
    • Graph 2: private label vs. market growth, by segment, rolling 52 weeks ending January 2023
    • Graph 3: economizing behavior among household paper consumers, 2023
    • Graph 4: consumers who believe that FMWs clog plumbing, 2023
    • Graph 5: launches of toilet paper with both soft and strong claims following Charmin’s 2007 market re-segmentation, 2007-23 (Jan-July)
    • Innovate for shifting demographics and lifestyles
    • Graph 6: % of single-person households, 2022
    • Graph 7: attitudes after COVID-19 experience, by income, 2023
    • Graph 8: top 10 markets for launches of on-the-go paper products, 12 months ending July 2023*
    • Graph 9: launches of on-the-go paper products, by sub-category and year, 2014-23
  3. In five years and beyond

    • Redefine sustainability
    • Graph 10: Global launches of carbon neutral household paper products, by region, 2018-23

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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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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