Whole Health: On a Roll

Supermarkets hope to spur paper product sales with innovative, eco-friendly selections

SALES OF PAPER PRODUCTS MAY HAVE matured, but that doesn't mean retailers and manufacturers are happy staying the course. On the contrary, they're pushing natural lines harder than ever and coming up with clever innovations to liven up the category.

According to market research firm Mintel, Chicago, paper product sales grew by 9.1% between 2005 and this year. Since 2008, however, market growth has slowed considerably — to 1.3%. That's encouraged companies to shift their focus, and nat

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