US Household Paper Products Market Report 2020
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Providing the most comprehensive and up-to-date information and analysis of the Household Paper Products US market including the behaviours, preferences and habits of the consumer.
What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?
The household paper category’s problems are not due to a lack of innovation. Several brands have improved paper-based cleaning products, for example, to expand into the domain of nonwoven wet wipes and dish towels. The problem is that so far, consumers haven’t seen the need. As the surface cleaning category responds to prohibitions on single-use plastic, papermakers may still find margin-enhancing domain expansion opportunities. The question is will opportunity come soon enough for renewed category health.
Written by Jamie Rosenberg, a leading analyst in the Household & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.
Consumers have hastened their trading down to private label. Store brands have closed the quality gap and a growing percentage of consumers no longer see a functional need for premium-priced name brands and private label has captured record market share. Making matters worse, facial tissue and paper napkins continue to lose relevance. The trend of substituting paper towels for napkins and toilet paper for facial tissue has transformed these categories from everyday essentials to discretionary luxuries.
Jamie Rosenberg
Senior Global Analyst
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