Demand for traditional office paper may be continuing its steady decline, but there are other parts of the paper market that are providing more opportunities for resellers.
While the concept of the ‘paperless office’ was much touted 10-15 years ago, it never caught on and printing is still an everyday part of life for businesses. That said, increasing digitalisation continues to affect print volumes and, therefore, sales of office paper too.
But that isn’t to say demand for paper from businesses is falling across the board. Paul Bussingham, sales director office papers at Premier Paper, says there is a clear shift towards paper being viewed as a more premium, purposeful product. “As overall print volumes decline, what remains is higher value and is designed to be kept,” he says. “In areas where credibility, permanence and authenticity matter, paper continues to hold strong relevance. That said, the largest share of the market is still driven by everyday multi-purpose copier paper.”
Paul says that demand for office paper continues to decline year on year, even with more people returning to the workplace. “However, there are pockets of growth,” he adds. “Tinted papers, such as the Papago range, are seeing increased uptake in the education sector, particularly to support SEN students, where colour can improve readability and focus.
“Purchasing decisions are also increasingly influenced by environmental considerations, including packaging. There is a growing demand for ream wrappers that are fully recyclable and free from plastic coatings. Ranges that combine strong sustainability credentials with practical benefits, such as Papago with its 38 shades and recyclable packaging, are becoming more relevant.”
Scott Smith, Imaging Supplies national sales and operations manager at Canon UK & Ireland, agrees that the role of paper is becoming more considered and intentional. “End users are placing greater emphasis on the quality, durability and sustainability of their printed materials, particularly for applications that are designed to be kept and have a lasting impact,” he says. “This shift reflects a move away from volume-led printing towards more purposeful, high-quality output.”
Evolving office demand
Scott adds that office environments are continuing to evolve as hybrid working models shape how organisations operate, influencing demand for office paper. “More employees are returning to the office, with UK attendance now consistently above 40% and reaching its highest level since the pandemic, meaning demand for office paper is beginning to increase again,” he says.
But Scott warns that this increase is not a return to previous patterns. “Hybrid working remains very much embedded, meaning office paper usage is more concentrated on certain days and home office paper usage is dispersed across multiple locations,” he explains. “As a result, businesses are approaching paper usage with more flexibility, while ensuring high quality and productivity is maintained.”
Steve Carter, managing director of Advantia, agrees that office print volumes aren’t growing – especially as home-based workers tend to print less than when they are in the office. “What we have now is going to be it as the hybrid working patterns in place now are here to stay,” he says.
He adds that while demand is flat, many offices are still demanding regular office paper for everyday use for employees, rather than premium products.
Growing prices
However, Steve added that while demand for office paper isn’t growing, the price of it may well do in the coming months. “When I was talking to my paper merchant recently, he said demand has been suppressed, particularly from European mills, so there is a very good chance of an increase in paper prices coming through in April between 5% and 8% as they will try and recoup revenue that way,” he says.
That said, prices are still way down from where they were a few years ago when there were strikes at key European paper mills and supply was disrupted for some time. “As paper became more difficult to get hold of, therefore the price went up to where it should be, really,” Steve explains. “But I knew that as soon as the product became widely available again, it’d be a race to the bottom in terms of price and that’s what happened. Now paper prices are low again because people tend to give it away as a ‘sprat to catch a mackerel’. Paper is sold at cost because resellers know the rest of the basket is going to give them the margin that they want on the overall sale.”
Speciality and custom demand
But other areas of the market are evolving, such as custom printing and the gifting industry, which can help to offset the decline in office paper sales and present opportunities for resellers.
“As organisations place greater emphasis on quality, brand engagement and sustainability, speciality papers can offer clear value in supporting more impactful printed applications,” says Scott.
“Businesses are increasingly using print to create more bespoke, high-impact outputs, where the look, feel and finish of the paper contribute directly to how a product or message is perceived. This presents an opportunity for resellers to guide customers towards solutions that support more creative customised applications and tactile finishes where speciality paper excels.
“Outside of this, speciality papers such as our Red Label Zero wide-format range also demonstrate how these materials can extend beyond traditional applications, offering high-quality, sustainable solutions for large-format print projects where consistency and visual impact are key.”
Paul says that Premier Paper’s creative paper range is diverse, supplying some of the leading brands in the industry. “We are seeing growing demand for speciality papers and boards in areas such as gifting and luxury packaging,” he says.
“However, these products are not typically a core focus for many resellers. This shift highlights an opportunity, particularly for those looking to support short run, bespoke and high-end print through an expanded or partnered offering. Our lead times are as short as one day allowing us to support these requirements.”
Reseller conversations
When talking to customers about paper options, there are various facets that resellers should be highlighting. “When speaking to customers, resellers should focus on sustainability, reliability of supply, and cost-effective products that align with environmental expectations, including responsibly sourced papers and recyclable, plastic free packaging,” says Emma Oliver, creative papers director at Premier Paper.
Scott adds that resellers play an important role in helping customers understand how paper choices contribute to overall performance, quality and broader sustainability goals. “Conversations should move beyond price and volume to focus on how different paper types align with specific applications and business objectives,” he says.
“At Canon, we support this by providing partners with clear guidance and proof points, including certified paper ranges and transparent environmental credentials. This empowers resellers to have more informed and tailored conversations with customers, helping them to understand the impact of their choices.”
Evolving trends
In the coming months and into 2027, there are various trends that commentators see developing among customers. “Customers’ focus will remain on sustainable solutions and as ESG commitments and regulatory pressures continue to increase, sustainability will remain the primary driver of paper purchasing over the next 12 months,” says Scott. “Products that meet strong sustainability standards and responsible sourcing practises will remain a key area of focus.
“Our Red Label Zero paper range, for example, is climate-compensated and certified by the FSC® (Forest Stewardship Council) and EU EcoLabel, providing customers with reassurance around responsible sourcing while maintaining the quality and reliability they expect from their print materials.
“By educating customers on the role that paper and consumables play across the full product lifecycle, resellers can help organisations make more balanced and informed decisions, aligning print strategies with operational needs and sustainability goals.”
Paul adds that purchasing behaviour is expected to become more strategic. “With businesses prioritising suppliers who can offer a broad, sustainable range alongside consistent availability,” he says. “As a supplier, Premier is well positioned to support this shift, with a diverse paper portfolio across key, well-known brands to meet evolving customer demand.”
Steve anticipates that demand for office paper will remain relatively flat in the coming 12 months, adding that if the situation in the Middle East continues for an extended period that could impact prices. “Paper is an expensive commodity to move around for little margin,” he notes.
He adds that while paper will remain a staple for resellers – as will ink, toner and the like – resellers will look to a wider range of products, including workwear, janitorial and furniture to make the margin they require.
