Procurement Market Intelligence Report
Paper Towels
Sourcing Guide & Market Intelligence
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Paper Towels Global Overview
Definition
Summary
This report is intended to assist buyers of paper towels, which are used to dry hands and clean spills or dirt from a variety of surfaces. Businesses in all sectors of the economy use paper towels. Key suppliers include manufacturers, wholesalers and retailers.
This Report Includes:
- Paper Towels
- Paper Towels from New Materials
- Paper Towels from Recycled Materials
Not in this Report:
- Toilet Paper
- Facial Tissue
Global Paper Towels Procurement Trends
Discover the top international trends affecting procurement in the global Paper Towels market.
Warning Trends
Tariffs are driving up paper and paperboard product prices
- The Trump administration’s reciprocal tariffs, which apply general tariff rate increases to all imports from most nations, are set to take effect on August 7 after the national tariff rates were finalized on August 1.
- As a result, the leading paper and paperboard product import sources, Canada, the European Union, China, and Mexico, all face significantly increased tariff rates of 35.0%, 15.0%, 54.0%, and 25.0%, respectively. Together, these countries account for 77.3% of paper and paperboard imports.
- However, USMCA-originating products, meaning those produced entirely in Canada or Mexico, are exempt from the elevated tariffs.
- The United States is highly reliant on paper and paperboard imports to meet domestic demand, with imports accounting for approximately 30.5% of total US consumption in this market.
- Due to these factors, the Yale Budget Lab anticipates tariffs will increase prices in the paper and paperboard market by 5.3% in the short term.
Global Paper Towels Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 China | 18,905 |
| #2 Europe | 17,470 |
| #3 Oceania & Southeast Asia | 15,670 |
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2
Geography Drilldown - US
Average Cost of Paper Towels
United States
2026 Market Pricing$0.40 to $X.XX
per rollAverage Price
Prices in the Paper Towels market range from $0.40 to $X.XX, depending on Thickness, Brand and Quantity. For example, lower prices are associated with One-ply ($0.95 to $4.50 per 800 feet), whereas higher prices are associated with Two-ply ($5.00 to $11.80 per 800 feet).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Paper Towels Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Paper Towels market, prices in the US have grown 4.2% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
United States (2025-2028)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Paper Towels
Total cost of ownership is Low in the Paper Towels market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Delays may raise the total cost of ownership unexpectedly.
Negotiated Before
Transportation
Billed During
Storage
Unforeseen
Delays
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -2.8 in the United States. Buyer power is most positively impacted by Recent Developments. It is most negatively impacted by Product Specialization. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Medium, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Wood Pulp Mills
- Electric Power Providers
- Machinery Maintenance & Equipment Repair Services
2nd
Tier Suppliers
- Timber Producers
- Coal & Natural Gas Power
- Machine Shop Services
Biggest Paper Towels Suppliers in the US by Revenue
The largest Paper Towels vendors by revenue in the US are Essity Aktiebolag, Georgia-Pacific Llc and First Quality Enterprises, Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Georgia-Pacific Llc | Global | Atlanta, GA | >10,000 | 10-15 | ||||
| Procter & Gamble Co | CINCINNATI | >10,000 | 25+ | |||||
| Walmart Inc. | International | BENTONVILLE, AR | >10,000 | 5-10 | ||||
| Amazon.Com, Inc. | Global | Seattle | >10,000 | 5-10 | ||||
| Costco Wholesale Corp | Global | ISSAQUAH, WA | >10,000 | 5-10 | ||||
| Kimberly-Clark Corporation | Global | IRVING | >10,000 | 5-10 | ||||
| Essity Aktiebolag | Global | Stockholm, SE | >10,001 | < 5 | ||||
| Unilever N V | Global | LONDON ENGLAND | >10,000 | < 5 | ||||
| First Quality Enterprises, Inc. | International | Great Neck, NY | 1,001-10,000 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Paper Towels market is 4.7% and rising. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Purchases. The cost trend for this component is falling, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Vendor risk is generally low, primarily due to there being a high number of vendors in the market to source from. Stable demand trends and slow regulatory change in the market further contribute to low average vendor risk.
Supply chain risk is moderate on average, as suppliers face some degrees of risk due to input price volatility on components like wood pulp. Buyers may experience some disruptions in supply or pricing as a result.
Market share concentration is high, indicating that there are leading vendors that are capable of controlling market prices.
The United States is a net exporter of paper towels, as it exports more than it imports. The strong presence of US paper towel manufacturers improves purchasing stability, as buyers have a strong domestic supplier base with shorter lead times compared to international producers.
Supplier Information
Georgia-Pacific Llc
Georgia-Pacific Llc is a private company operating globally in the manufacturing sector. The company's offerings include wood pulp, plywood, particleboard, medium density fiberboard, engineered wood products. Founded in 1927, the company is currently headquartered in Atlanta, Georgia, United States of America... Subscribe to learn more
Procter & Gamble Co
The Procter & Gamble Company is a global consumer goods company that manufactures, markets, and distributes a diversified portfolio of daily-use products under various brands. It organizes its business into five operating segments: the Beauty segment, which includes shampoos, conditioners, deodorants, personal... Subscribe to learn more
Amazon.Com, Inc.
Amazon.com, Inc. is a global e-commerce company that offers a range of consumer products and services through online and physical stores. It resells merchandise and content and offers products from third-party sellers. It also manufactures and sells electronic devices and develops and distributes media content.... Subscribe to learn more
Costco Wholesale Corp
Costco Wholesale Corp. /NEW is a global operator of membership warehouses and e-commerce websites. It sells and markets national branded and private-label products in various categories, including foods and sundries, non-foods, and fresh foods. It also provides warehouse ancillary products and services, including... Subscribe to learn more
Kimberly-Clark Corporation
Kimberly-Clark Corp. is a global consumer goods company that primarily manufactures and markets a wide range of products made from natural or synthetic fibers and materials using advanced technologies in fibers, nonwovens, and absorbency. It organizes its business into three reportable segments: the Personal... Subscribe to learn more
Walmart Inc.
Walmart Inc. is a public company operating internationally in the manufacturing, manufacturing and professional, scientific and technical services sectors. The company's offerings include personal paper products, paper towels, receipt tape, gps navigation devices, portable generators. Founded in 1962, the... Subscribe to learn more
Cascades Inc.
Cascades Inc. is a public company operating globally in the manufacturing sector. The company's offerings include paper towels and paperboard & packaging papers. Founded in 1957, the company is currently headquartered in Kingsey Falls, Canada with an estimated employee count of over 10,000. Subscribe to learn more
Essity Aktiebolag
Essity Aktiebolag is a public company operating globally in the manufacturing sector. The company's offerings include personal paper products and paper towels. Founded in 2017, the company is currently headquartered in Stockholm, Sweden with an estimated employee count of over 10,000. Subscribe to learn more
First Quality Enterprises, Inc.
First Quality Enterprises, Inc. is a private company operating internationally in the manufacturing sector. The company's offerings include paper towels. Founded in 1989, the company is currently headquartered in Great Neck, New York, United States of America with an estimated 4000 employees. Subscribe to learn more
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Procurement Management KPIs for the Paper Towels Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Customer Complaints and Customer Retention Rate. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Accuracy and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Customer Complaints |
|
Customer complaints Percentage of positive reviews |
Customer complaints occur when defective products are delivered, inaccurate product are delivered, or products delivered late. Buyers may wish to reevaluate their relationship with a supplier if the number of customer complaints exceeds a benchmark during two consecutive quarters. |
| Customer Retention Rate |
|
Number of customers at start of period Number of customers added within period |
The customer retention rate represents the number of customers a company is able to retain over a set timeframe. The customer retention rate can be used to determine the extent to which a company’s customer base fluctuates over time. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Competition
How do you win and retain business?
How has competition from imported products impacted your business?
Supply Chain Risk
Do you source materials with high exposure to disruptions resulting from the coronavirus pandemic? How are you coping with these disruptions?
How diversified is your supplier base for inputs? Do you source from multiple suppliers in different global regions?
Customer Service
How do you measure customer satisfaction? What steps are you taking to improve your business?
What is your customer retention rate?
The ultimate prep for procurement negotations
View all 30 negotiation questions for this category when you subscribe.
Paper Towels RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should provide an overview of their operations and the different locations in which they operate.
Buyers should describe their general use of paper towels, including the environment they are used in.
Statement Of Need
Buyers should describe the typical materials and substances that they intend to use paper towels on.
Buyers should provide product specifications, including thickness, strength, absorbency and the type of paper used.
Project Budget
Buyers should propose a maximum budget for their paper towels order.
Buyers should break down the total budget by price per square foot or another market standard unit.
The RFP process made easy
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
