For many, paper towels have become a “can’t live without” item. From kitchens to bathrooms, you could probably find a roll of paper towels in almost every home in America. Back in 1907, when Arthur Scott invented paper towels, it’s unlikely he ever thought they would evolve into the must-haves that they are today. Globally, Americans are the highest per capita users of paper towels in the home, at approximately 53 pounds used each year. If you’ve bought paper towels recently, you may have noticed that a new feature is taking over. Many brands are now offered in “big” or “mega” roll sizes. Bounty, for example, reminds consumers that they can skip the emergency store runs if they just buy a “mega roll” of their paper towels. A single Bounty Mega Roll is the equivalent of four regular rolls, offering 180 two-ply sheets. In fact, if you head over to Amazon, you can pick up a roll of Bounty’s “huge” roll, offering 2½ times more sheets than a regular roll. Not to be outdone, Brawny is busy pumping out its “Giant” roll of paper towels. For most households, “big” in paper towels has become “too big.” Many paper towel holders won’t even accommodate the mega rolls. Consumers just want to see paper towel rolls return to “normal.” Let’s face it, nobody wants to pull up to a Costco with a flatbed trailer, ready to pick up some paper towels.
