Paper — Still The Foundation of Substrates

Published: February 23, 2025

By Susan Stansbury, Consultant

While the U.S. market for paper products has narrowed, offering fewer specialties, brand leaders and converters continue to develop more complex options. Product developers realize that paper has several benefits including:

• Recyclability that many other substrates cannot match.
• An ability to combine with many other substrates.
• Lower costs than most other substrates.
• A range of properties that offer many features.
• Renewable raw materials through regrowth of trees.
• A favorable reputation, compared with several other substrates.

Those of us in the paper industry have seen developers move away from some papers, and more recently, back again. The six factors above have propelled decisions. Here's a deeper look based on these factors.

• Consumers have been involved with paper-vs-plastic recycling for many decades. Paper mills and brand owners tout recycled content of their products. Harvesting fewer trees means recycling paper has become a big business. As reported by PMMI, companies such as Nestle issue statements like this: "Learn about Nestle's latest paper-based carton, for 'Quality Street' sweets for Christmas. It offers the same shape and brand color but is now 100 percent curbside recyclable."
• According to Karen McIntyre of Nonwovens Industry: "As plastic bans become more widespread in disposable wipes ... manufacturers ... have been seeking ways to incorporate alternative raw materials into wipes. Aided by substrate suppliers ... allow them to create wipe materials from fibers like bamboo, cotton and cellulose." Each of these fibers have been used in papermaking.

Interestingly, one of the types of nonwovens, called Airlaid Nonwoven, was originally called Airlaid Paper. It typically contains about 85 percent cellulose. Airlaid is growing about 6 percent per year, according to Smithers research.

• Substrates other than paper are often more than double the price of paper. Certain plastics are significantly more costly. Of course, plastics may offer superior strength, heat resistance or barrier properties. Some plastics like polyethylene seal well to paper, such as dental bibs with absorbent tissue on the front side and poly backside.
• The range of properties of papers are sought after wherever superior absorbency is needed. Papers also offer great printability in offset, flexographic and digital situations. Thickness, softness or rigidity, and "repulpability" are other characteristics.

Renewed interest in "natural," unbleached papers and cardboard for boxes and packaging has become a "green" star in the industry. When you use unbleached rather than white coffee filters, paper wipers, snack bags and recycled items, you are part of the trend.

• Cellulose fibers which are pulped into paper are renewable. Trees for Tomorrow has been telling the story of regrowth of trees since the 1940s. Located in Eagle River, Wisconsin, Trees for Tomorrow includes National Forest property under permit from the USDA Forest Service. It promotes stewardship and renewal of natural resources for use by future generations.
• While foreign ownership of paper mills has grown significantly, the reputation of paper as environmentally friendly is still part of the scene. Where Wisconsin, as the no. 1 papermaking state continues, the growth in basic "natural" papers is strong. When combined with less-recyclable, less compostable substrates, papers offer a way to reduce the use of lesser reusables. In some cases, coatings have replaced plastics laminated to papers. These coatings may offer recycling options, reducing the challenges of disposal.

Designers are discovering ways to use papers with marketing features for savvy consumers and with benefits for the environment. With mergers of companies offering various substrates, new possibilities are clearer.

For example, the merger of Amcor and Barry Global Group "aims to create a global leader in consumer packaging solutions, enhancing the combined company's capabilities in flexible films, containers and closures." The new entity will address wide-ranging markets including healthcare, protein, pet food and beauty products. "It will leverage its expanded scale and resources to address sustainability needs."

In another case, "performance with a sustainability focus, is 3M's new industrial paper tape, fully recyclable on the box." Another 3M product makes awkward or large items easier to carry. "Whether applied at the check-out counter or on the factory floor, 3M™

Carry Handles are a simple way to add convenience for consumers while enhancing marketing effectiveness. Handles can be custom printed to help promote your brand long after the consumer leaves the store. 3M™M Padded Carry Handles are made of material from well-managed FSC®-certified forests, recycled materials and other controlled sources."

Said to be the world's first fully renewable package, Tetra Rex® is available with Tetra Pak® Craft effect with unbleached board fibers, for natural product positioning by Tetra Pak, as reported in Packaging World.

Mainstream press (The Washington Post) has noted that "contaminated compost loses its value. Farmers, ranchers and landscapers avoid it for fear of polluting fields and gardens with plastic that degrades to produce tiny particles called microplastics. Once in water and soil, microplastics can enter the food chain — and our bodies."

The U.S. Composting Council is also advocating for a global standard that would require companies everywhere to switch to compostable paper labels.

These are just some examples of the ways paper is reputed to be an environmental winner being revisited in multiple products, packaging and converting platforms.

About the Author

Susan Stansbury has extensive experience in the paper, converting, printing and related industries. She is author of the e-book, 14 Dinners and A Lunch (It's not about the food! It's Susan's stories about decades in the industry told around a series of meals.)