Performance and sustainability vs. the shelf price of tissue paper kitchen towels

This study aimed to identify the performance properties that drive the shelf price of kitchen paper towels and evaluate whether sustainability is an important driver for pricing. Nineteen products were compared according to their performance (softness, absorbency, and strength), technology, and fiber morphology. Metrics to rank the products in different grades (economy, premium, and ultra) according to their performance were provided. A multiple linear regression showed that absorbency and softness are the most significant properties used to predict the price. Market data indicates that there is a segment of consumers willing to pay a premium price for products marketed as “sustainable”, even though their performance is comparatively inferior to the majority of the samples. Sustainable products are up to 85% more expensive than regular products. The metrics obtained in this work can contribute to improvement in market transparency, and aid companies in deciding strategies for product development and new investments.