Hybrid working, digital workflows and shifting price dynamics continue to reshape the UK’s paper sector. Mill closures in the UK and beyond, paper and pulp manufacturer consolidation, raw material costs and tariff disputes have all made their mark, but the shift in working patterns is arguably the most disruptive factor.
Even as some employers continue to press for a return to the office, print volumes are still falling and any potential uplift presented by home printing is being offset by the rapid digitisation of invoices, banking, record-keeping and day-to-day administration.
Advantia Managing Director Steve Carter is frank about the market’s trajectory: “Over the past 12 months, UK demand for uncoated woodfree products has fallen by 6%.
“More worryingly, the past three months have seen a 26% drop – some of that is seasonal, particularly in education, but hybrid working and the shift to paperless banking, invoicing and administration are clearly taking their toll.”
The knock-on effect is wider than just paper. “If paper demand is down, it follows that the demand for ink and toner will also be down,” Carter notes.
VOW Wholesale Dealer Development Director Darren Renshaw says paper remains a vital category, with A4 copier paper a core product for dealers: “We’ve always been strong on supplying box quantities direct to consumers and our focus now is on volume via pallets or containers to our stocking dealers – that side is growing well year on year.”
Yet he concedes the market overall is in decline, with white box prices dropping as mills are awash with entry-level stock. “Branded paper, by contrast, is seeing increasing interest year on year as VOW is now seen more as a one-stop shop for A4 paper,” he says.
Changing specifications
Paper weight preferences are also shifting. For general in-house printing, Carter sees an ongoing move towards 75 gsm and bulked-up 70 gsm grades, with heavier
80 gsm-plus stock reserved for public-facing documents or where copier engineers advise a higher-quality sheet.
Renshaw highlights the success of VOW’s new 5 Star 75 gsm line and also points to rising demand for greener alternatives such as Steinbeis for recycled content and The Navigator Company’s Discovery brand, both of which feature strong environmental credentials.
Sustainability is no longer an optional add-on; it’s becoming a decisive factor for many customers. Carter observes that “businesses with ISO14001 accreditation tend to factor eco-credentials into their purchasing”, but price sensitivity remains a barrier for others: “Many still plump for the cheapest paper available, which makes it challenging to have conversations around more environmentally friendly options.”
For Sylvamo, sustainability starts with certified sourcing. “Customers increasingly value recognised certifications such as FSC, PEFC and the EU Ecolabel, which demonstrate responsible sourcing and environmental stewardship,” the company says.
Sylvamo’s papers are made from virgin fibres sourced exclusively from sustainably managed forests. “Recycled and virgin fibre papers complement each other,” the team explains. “Virgin fibres provide strength and quality essential for many applications, while recycled fibres help reduce waste. Both are fully recyclable and contribute to the circular economy.
The manufacturer is also increasing transparency: “Dealers can confidently highlight our commitment to sustainable forestry, supported by certifications that guarantee the traceability and legality of our raw materials. We’ve added QR codes to packaging for products such as REY Office, Multicopy NEXT and HP Climate Choice. Customers can scan them to access dedicated product pages with lifecycle data, including greenhouse gas emissions.”
There is also growing curiosity around non-wood alternatives – including bamboo, sugar cane and straw – with products such as CTS Wholesale’s Trident Spectra wheat straw paper, for example, offering a sustainable, woodfree option at only a small price premium compared with white box paper.
Dealer enablement
Education and market positioning are vital if dealers want to maintain – or even grow – paper sales. VOW invested in a dedicated paper specialist in January 2024, using their expertise to deliver sampling programmes, joint end-user opportunities and targeted marketing.
For Carter, training is key: “At our recent Advantia members day at the Exertis Supplies site in Elland, West Yorkshire, we invited The Navigator Company to speak to our members on a one-to-one basis. This gave them the support they needed to have informed conversations with their customers.”
Sylvamo is also focusing on dealer support with its new One Portal (sylvamomarketingtools.eu), a tool for customers featuring quick access to all digital brand resources – from product specifications to sustainability data – in a single location. Samples, technical documents, brochures and event materials are also available to help partners communicate the performance and environmental benefits of its brands.
Despite the challenges, both Carter and Renshaw believe there’s scope for dealers to adapt and protect paper revenue. Renshaw emphasises range breadth and supply reliability: “We will continue to work in collaboration with our dealers, introducing new lines where opportunity supports and promoting that one-stop shop for all volumes.”
Carter advises drilling down into customer needs: “Do they need smaller pack sizes for employees working at home? Can you offer a shredding service to close the loop?” He also advises keeping sales staff up to date with developments in the paper market and in-house training from manufacturers and mill reps.
Dealer tips
- Lead with supply reliability: Consistent stock underpins customer trust.
- Offer greener options with a compelling story: Alternative fibres, certifications and lifecycle data help close sales.
- Adapt to new usage patterns: Think smaller packs and speciality grades.
- Invest in education: Trained sales teams convert more opportunities.
- Explore value-adds: Invest in services such as shredding and recycling.
