Americans Love Paper Towels. Critics Warn the Relationship Isn't Sustainable

A new report gives category leaders bad grades as consumers flirt with eco-friendly alternatives

Achieving ‘Mainstream Green’ is key to a more sustainable economy. Read the new report on the CMO Sustainability Accelerator hub to learn more and take action.

Americans have a great fondness for paper towels. Nearly every U.S. household uses them to clean up spills and wipe down surfaces. Indeed, shoppers around the country spend about the same amount on the product as the rest of the world combined.

Throughout the pandemic, U.S. consumers have bought even more. Sales of paper towels climbed to $3.45 billion during the first half of 2020, up 28% compared to the first half of 2019, according to data platform NielsenIQ.

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