10 Largest Paper Towel Brands In The United States

Consumer Brands

Despite a growing trend towards reusable and sustainable products, paper towels remain a staple in most American households. In 2026, the average U.S. household still uses around five to seven rolls of paper towels per month. Interestingly, surveys indicate that approximately half of these households prefer established name brands over private or store labels.

The paper towel industry continues to demonstrate significant market strength, with annual sales reaching an impressive six billion dollars as of 2023. In the United States, consumption levels are staggering, with around 13 billion pounds of paper towels used each year, necessitating the use of over 100 million trees and more than 100 billion gallons of water in their production.

While the pandemic initially sparked a surge in demand, the market has stabilized, with paper towel sales continuing to grow steadily each year. The industry has adapted to various challenges, including supply chain disruptions, and manufacturers are now better equipped to meet consumer needs.

10 Largest Paper Towel Brands in the United States

Bounty. Cincinnati, Ohio

Tagline: “The Quicker Picker Upper!”
Parent Company: Procter & Gamble
Number of Consumers (in millions): 151.75 million
Current CEO: Stefan Rabe (Bounty)
Followers on Instagram: 7.5k (@bountypapertowels)

Bounty, established in 1928, has become synonymous with absorbent paper towels. Following extensive research, Procter & Gamble launched Bounty in 1965, focusing on absorbency rather than just strength or softness. Today, it remains a leader in the segment.
Scott. Philadelphia, Pennsylvania

Tagline: “Common sense on a roll.”
Parent Company: Kimberly-Clark
Number of Consumers (in millions): 32.76
Current CEO: Michael D. Hsu (Kimberly-Clark)
Followers on Instagram: 6k (@scottproducts)

Founded in 1879, Scott Paper Company has carved a significant niche in the paper towel market, known for its value-driven products. Acquired by Kimberly-Clark in 1995, Scott continues to thrive as the second largest brand in the U.S.
Brawny. Atlanta, Georgia

Tagline: “Stay Giant”
Parent Company: Georgia-Pacific
Number of Consumers (in millions): 27.81
Current CEO: Christian Fischer (Georgia-Pacific)
Followers on Instagram: 2.7k (@brawnybrand)

Launched in the early 1960s, Brawny has become an iconic brand representing strength and reliability in the paper towel market. Known for its distinctive lumberjack mascot, Brawny has maintained a competitive edge through innovative marketing and product development.
Sparkle. Atlanta, Georgia

Tagline: “Make the Bright Choice”
Parent Company: Georgia-Pacific
Number of Consumers (in millions): 26.91
Current CEO: Christian Fischer (Georgia-Pacific)
Followers on Instagram: N/A

Sparkle is marketed as a budget-friendly option and has gained popularity due to its fun branding and effective advertising. Originally part of Scott Paper Company, it offers consumers a cost-effective choice without compromising on quality.
Viva. Irving, Texas

Tagline: “That’s Unbe-VIVA-ble”
Parent Company: Kimberly-Clark
Number of Consumers (in millions): 16.07
Current CEO: Michael D. Hsu (Kimberly-Clark)
Followers on Instagram: 1k (@vivatowels)

Viva, known for its cloth-like texture, competes closely in the premium segment of paper towels. Its unique material was originally developed for other uses and has since gained recognition for its versatility and absorbency.
Mardi Gras. Atlanta, Georgia

Tagline: N/A
Parent Company: Georgia-Pacific
Number of Consumers (in millions): 6.51
Current CEO: Christian Fischer (Georgia-Pacific)
Followers on Instagram: N/A

Mardi Gras began with napkins and expanded into the paper towel market. Although the paper towel line has been discontinued, its unique marketing strategies have left a lasting impression in the industry.
Marcal Manufacturing. Elmwood Park, New Jersey

Tagline: “Sustainable. Reliable. Affordable.”
Parent Company: Atlas Holdings, LLC
Number of Consumers (in millions): 1.78
Current CEO: Rob Baron (Marcal)
Followers on Instagram: 161 (@marcalpapercompany)

Founded in 1932, Marcal Manufacturing focuses on sustainable paper products. Its commitment to eco-friendly practices has garnered a loyal customer base concerned about environmental impact.
Green Forest. San Francisco, California

Tagline: “Completely Recycled. Totally Soft.”
Parent Company: Planet, Inc.
Number of Consumers (in millions): 1.61
Current CEO: Will Marshall (Planet Inc.)
Followers on Instagram: N/A

Green Forest specializes in 100% recycled paper products and is dedicated to sustainable manufacturing processes. Its acquisition by Planet, Inc. in 2005 has allowed it to continue promoting eco-friendly alternatives in the market.
Kirkland Signature. Issaquah, Washington

Tagline: N/A
Parent Company: Costco Wholesale
Number of Consumers (in millions): Less than 1 million
Current CEO: E. Craig Jelinek
Followers on Instagram: 870k (@costco)

Kirkland Signature is Costco’s private label brand and leads the store brand market in paper towels. Costco itself is a retail giant, and its private label strategy has proven successful in providing quality products at competitive prices.
Seventh Generation. Burlington, Vermont

Tagline: “A Clean You Can Trust”
Parent Company: Unilever
Number of Consumers (in millions): Less than 1 million
Current CEO: Alan Jope
Followers on Instagram: 98.3k (@seventhgeneration)

Seventh Generation has been a pioneer in plant-based, eco-conscious cleaning and paper products since 1988. As a Certified B Corporation, they emphasize ingredient transparency and sustainability in all their offerings.

Consumer Brands

Author

Samantha Goddiess

Samantha is a lifelong writer who has been writing professionally for the last six years. After graduating with honors from Greensboro College with a degree in English & Communications, she went on to find work as an in-house copywriter for several companies including Costume Supercenter, and Blueprint Education.

Create Resume