Sustainability remains the biggest hotspot: more brands are shifting to FSC-certified pulp, recycled fiber and bamboo-based materials, with compostable/disposable napkins and plastic-free packaging growing rapidly.
Custom printed napkins are booming in B2B foodservice — restaurants, coffee chains and hotels increasingly use branded napkins as a low-cost marketing touchpoint.
Demand for compact hand towels, coreless toilet rolls and thinner but stronger tissue is rising, driven by logistics cost savings and environmental goals.