When you set the table for dinner, do you plop down a roll of paper towels instead of bothering with your napkin holder? It’s not just you. The Washington Post reports that new market research finds napkins are on the downswing, and (naturally) millennials are to blame.
A survey by the marketing intelligence company Mintel found that only 56 percent of people said they had purchased paper napkins in the last six months, but 86 percent had bought paper towels. People just feel like you can replace paper napkins with paper towels if you’re on a budget, or cloth napkins if you’re worried about the environment.
The market has been dwindling because of this, and napkin companies are blaming the youth of America. Dan Nirenberg, marketing director for napkin maker Georgia-Pacific, told the Post that the millennial generation wants to keep things simple (think Marie Kondo), and also go out to eat a lot rather than cook at home.
“Millennials eat more on the go, they eat more meals away from home and less around a table.” he said. “We are trying to figure out how to develop napkin holders that appeal to a younger generation. If you put them in a holder, you are more likely to grab them.” Good luck with that one.