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Sales of the leading 10 paper towel brands of the U.S. 2017

This graph shows the sales of the leading 10 paper towel brands of the United States in 2017. Bounty was the third leading paper towel brand of the United States with about 619.9 million U.S. dollars worth of sales in 2017.

Paper Towels in the United States

Superior product technology, improved quality and higher absorbance capacities provide a versatility that has so far been unprecedented. In the United States, in addition to kitchen use, paper towels are used for a wide variety of household tasks, resulting in a wider use of crafts, hobbies, painting or drying working surfaces than in Europe. Household usages are the main purchasing reason of this product.

In 2014, the average consumer unit in the United States spent approximately 124 U.S. dollars on paper towels. A survey by Harris Interactive, which was conducted online in November 2014, revealed that 44 percent of Americans purchased name-brand paper products. Bounty Select-A-Size was the second leading paper towel brand in the United States (behind private label) in 2015 with a sales share of over 24 percent. Out of the top ten paper towel brands of 2015, Procter & Gamble (P&G) owned four of them; with the vendor generating sales of over 2.15 billion U.S. dollars.

Paper towels actually entered our lives not because people were messy but because they were paranoid. Around the 1900's hysteria over newly discovered germs made Americans terrified about sharing cloth towels in public washrooms. As of 2015, a new trend in the market is taking over. Paper towels are being purchased for aesthetic purposes. New designs, including hand-knitted or crocheted towels, are rising in popularity and the rise in double-income households is making previously expensive home care products more affordable.

Sales of the leading 10 paper towel brands of the United States in 2017 (in million U.S. dollars)*

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Release date

April 2017


United States

Survey time period

52 weeks ended January 22, 2017

Supplementary notes

* Total U.S. sales through supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains for the 52 weeks ended January 22, 2017.

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Statistics on "Pulp and paper industry in the U.S."

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