What you need to know

The mature household paper products market has experienced flat sales in recent years, rising only 6% between 2010 and 2015 to $17.5 billion. Still, while consumers continue to take a value-driven approach to shopping for household paper products, they place importance on product quality and are interested in products that allow them to streamline and simplify tasks, as well as products that are environmentally friendly.


For the purposes of this report, Mintel defines household paper products as follows:

  • Paper towels

  • Toilet tissue

  • Facial tissue

  • Paper napkins

  • Flushable wet wipes*

  • Moist towelettes for hands and face*

Throughout this report, Mintel uses the terms toilet tissue and toilet paper interchangeably.

* Flushable wet wipes and moist towelettes for hands/face are combined in the same category in data provided by IRI. Mintel reallocates these into separate categories based on brand research. Private label is assumed to have the same proportion of flushable wipes and hand/face towelettes as the branded products.

Back to top