Specialty paper manufacturers face an ongoing battle: how do you stop buyers from treating your product like a generic commodity? When purchasing managers see paper as just “paper,” the conversation almost always defaults to price. But a growing number of specialty paper companies are flipping that script by investing in brand strategy and development that connects their products to specific outcomes buyers truly care about. The result is higher margins, stronger customer retention, and a market position that competitors struggle to copy.
The global specialty paper market sits at roughly $33 billion in 2025 and is projected to reach $40.69 billion by 2030, according to industry research. That growth tells a clear story: buyers are willing to pay more for paper products designed for specific purposes, whether that means grease-resistant food-service packaging, barrier-coated labels, or premium printing stocks. The brands winning in this space are those who communicate why their paper is worth the price tag.
Why Do Specialty Paper Products Get Stuck in the Commodity Trap?
Before we look at how brand marketing creates pricing power, it helps to understand what pushes specialty paper into commodity territory in the first place. Many manufacturers default to selling on specs and price because that is how the industry has operated for decades. Buyers request a certain weight, brightness, or coating, and suppliers compete to deliver it at the lowest cost. When every competitor pitches the same technical attributes, price becomes the only lever left.
This “commodity trap” costs manufacturers more than just margin. It erodes brand reputation over time, attracts price-sensitive buyers who offer little loyalty, and makes it nearly impossible to justify investments in research, sustainability, or product innovation. According to McKinsey’s Packaging and Paper Practice, a pricing diagnostic conducted for one paper manufacturer revealed that nearly half of its customers generated negative contribution margin. That kind of margin erosion is a direct symptom of selling specialty products like commodities.
“Most specialty paper companies have genuine differentiators buried in their process, sourcing, or performance data. The problem is rarely the product itself. It is the inability to articulate that difference in language buyers care about. When we help clients reframe their positioning around outcomes instead of specs, pricing conversations change dramatically.” – Strategy Team, Emulent Marketing
Common reasons specialty paper brands fall into commodity pricing:
- Spec-sheet selling: Leading with technical specifications rather than the business outcomes those specs produce for the buyer, such as fewer packaging failures or faster print runs.
- Undefined brand identity: Operating without a clear brand strategy that separates the company from competitors in a meaningful, memorable way.
- Ignoring the end user: Focusing only on the direct buyer (a converter or printer) while neglecting the end consumer whose preferences increasingly shape purchasing decisions up the supply chain.
- Reactive pricing habits: Matching competitor price cuts instead of building the brand equity that allows a company to hold or raise prices with confidence.
Comparison of Commodity vs. Premium Brand Positioning for Specialty Paper
| Factor |
Commodity Positioning |
Premium Brand Positioning |
| Pricing Basis |
Cost-plus or market-matching |
Value-based, tied to buyer outcomes |
| Sales Conversation |
Specs, weight, price per ton |
Performance, brand fit, ROI |
| Buyer Loyalty |
Low; switches for small discounts |
High; stays for quality and partnership |
| Marketing Investment |
Minimal; trade shows and catalogs |
Strategic content, digital presence, storytelling |
| Margin Profile |
Thin and shrinking |
Healthy and protected |
What Brand Positioning Strategies Move Paper Products Beyond Price Competition?
The specialty paper companies commanding premium prices share a common thread: they have built a brand identity that means something to their target buyer. This goes well beyond a logo refresh. True brand differentiation in a crowded market means identifying what makes your product, process, or partnership model uniquely valuable and then communicating that message consistently across every contact with the buyer.
Consider how companies like Neenah (now part of Mativ), Monadnock Paper Mills, and Twin Rivers Paper position themselves. They do not just sell paper. They sell the confidence that a luxury invitation will feel right in someone’s hands, or the assurance that a food-service wrapper will perform under grease and heat without chemical concerns. Each of those companies connects product performance to a specific buyer need that transcends the raw material itself.
Positioning strategies that create pricing power for specialty paper brands:
- Application-specific storytelling: Framing your product around the end application (premium packaging, food-safe wraps, archival printing) rather than generic paper grades. This speaks to the buyer’s world, not yours.
- Sustainability as proof of quality: Certifications like FSC, SFI, and PEFC tell a credible story about responsible sourcing. With 67% of consumers preferring paper packaging for its biodegradability (per the 2025 Two Sides Trend Tracker), sustainability credentials give B2B buyers a selling point they can pass along to their own customers.
- Performance guarantees and testing data: Publishing independent test results for barrier properties, tensile strength, or print compatibility gives buyers evidence that justifies the premium. Specs matter, but translating those specs into “this means your packaging will not fail in transit” creates perceived value.
- Partnership and co-development positioning: Positioning the company as a development partner rather than a supplier shifts the relationship from transactional to strategic. When you help a food brand develop a custom grease-resistant wrapper, that buyer is far less likely to shop for a cheaper alternative.
“Brand positioning for industrial products like specialty paper is not about being flashy. It is about being specific. The more precisely you can connect your product’s capabilities to a measurable outcome for the buyer, the less room there is for price objections. Specificity is what separates a $600-per-ton commodity from a $1,200-per-ton specialty brand.” – Strategy Team, Emulent Marketing
How Does Sustainability Create a Premium Pricing Advantage for Paper Products?
Sustainability is no longer a nice-to-have in the paper and packaging industry. Regulatory pressure, consumer demand, and retailer requirements have turned eco-friendly credentials into a genuine pricing lever for specialty paper products. The shift away from single-use plastics, combined with new restrictions on PFAS chemicals in food-contact packaging (including EU regulations taking effect in August 2026), is pushing food-service and consumer packaged goods companies to seek paper-based alternatives that meet both performance and compliance standards.
That compliance demand creates a window for specialty paper manufacturers to price based on value rather than volume. When a food brand needs a grease-resistant paper wrapper that is free from regulated chemicals and carries verifiable sustainability certifications, the pool of qualified suppliers shrinks. The companies that have invested in cleaner chemistries, recycled fiber sourcing, and third-party certifications can justify prices that reflect the research, testing, and compliance work behind each product.
Sustainability factors that support premium pricing for specialty paper:
- Regulatory-driven demand: Bans on single-use plastics and limits on PFAS in food-contact materials are forcing brands to switch to specialty paper. Suppliers who already meet these standards can command higher margins during the transition.
- Consumer willingness to pay: According to the 2025 Two Sides Trend Tracker, 41% of U.S. consumers say they would spend more on a product packaged sustainably. That consumer willingness flows upstream to B2B purchasing decisions.
- Recycled and responsibly sourced fiber: Products made from recycled fiber or certified virgin pulp carry a sustainability story that resonates with brand-conscious CPG companies. In 2024, recycled paper accounted for 55.7% of the global paper packaging market by grade.
- Carbon footprint transparency: Publishing lifecycle assessment data and carbon footprint metrics provides concrete evidence that differentiates your product from competitors who cannot or will not share this information.
Specialty Paper Market Segments Driving Premium Growth
| Market Segment |
2025 Estimated Value |
Projected CAGR (2025-2030+) |
Premium Pricing Driver |
| Specialty Paper (Total) |
$32.98 billion |
4.32% |
Smart functionality, barrier properties |
| Food-Service Paper Packaging |
$65 billion (2024) |
5.5% |
Plastic replacement, PFAS-free coatings |
| Food-Grade Paper Packaging |
$45 billion (2024) |
5.5% |
Safety certifications, barrier innovation |
| Food Contact Specialty Paper |
Projected $5.8 billion by 2033 |
4.5% |
Direct food contact compliance |
What Role Does Content Strategy Play in Justifying Premium Paper Prices?
Even the best specialty paper product will get treated like a commodity if buyers do not understand its value. That is where content strategy becomes a pricing tool, not just a marketing activity. A well-planned content program educates buyers, builds trust, and positions your brand as an authority in your niche before the sales conversation even starts.
For B2B marketing in specialty paper, content works differently than it does in consumer markets. Your buyers are technical. They are procurement managers, packaging engineers, and brand directors who need specific information to justify a purchasing decision internally. The content you create needs to meet them at that level while still communicating the broader brand story that supports premium pricing.
Content approaches that support premium positioning for paper manufacturers:
- Technical application guides: Detailed guides showing how your specialty paper performs in specific applications (food packaging, label printing, luxury retail packaging) give buyers the information they need to choose your product over a cheaper alternative.
- Sustainability documentation: Published certifications, lifecycle assessments, and sourcing transparency reports give procurement teams the evidence they need to justify a higher line-item cost to their leadership.
- Customer success narratives: Telling the story of how a food brand reduced packaging failures by switching to your barrier paper, or how a luxury retailer improved unboxing experiences with your premium printing stock, provides social proof that supports your price point.
- Market education content: Articles, whitepapers, and guides that help buyers understand regulatory changes (like PFAS restrictions), sustainability trends, or performance benchmarks position your brand as a trusted resource. Buyers who trust your expertise are more willing to pay for your product.
“We have seen specialty manufacturers double their inbound lead quality by shifting from product-spec content to outcome-focused content. When a packaging engineer lands on your website and finds a detailed guide explaining how your barrier paper meets the new EU food-contact regulations, you have already begun the premium pricing conversation. The content does the selling before your sales team picks up the phone.” – Strategy Team, Emulent Marketing
A strong B2B content strategy also supports SEO and brand strategy working together. When your content ranks for the specific terms your ideal buyers search for, you attract higher-intent prospects who are already looking for specialty solutions rather than commodity alternatives. That search visibility compounds over time, building brand recognition that makes price discussions far easier.
How Can Specialty Paper Brands Measure the ROI of Brand Marketing on Pricing Power?
Investing in brand marketing to support premium pricing only makes sense if you can track the results. For specialty paper manufacturers, the most telling metrics are not just website traffic or social media followers. They are the financial indicators that connect brand strength to revenue and margin performance.
Measuring brand marketing ROI in industrial manufacturing requires looking at both leading indicators (brand awareness, content engagement, lead quality) and lagging indicators (average selling price, customer lifetime value, margin improvement). When these metrics move together in the right direction, it confirms that your brand investment is creating real pricing power.
Metrics that connect brand marketing to premium pricing outcomes:
- Average selling price (ASP) trends: Track whether your ASP is rising, stable, or declining over 12 to 24 months. A rising ASP alongside stable or growing volume is the clearest sign that brand marketing is working.
- Win rate at target prices: Measure how often your sales team closes deals at or above the quoted price versus discounting. If win rates at full price are increasing, buyers are accepting your premium positioning.
- Inbound lead quality scores: Score incoming leads based on company size, application fit, and buying intent. Premium brand positioning should attract fewer but higher-quality leads who are shopping for value rather than the lowest price.
- Customer retention and lifetime value: Premium-positioned brands retain customers longer. Track your churn rate and calculate customer lifetime value to see whether brand loyalty is translating to recurring revenue.
- Proposal-to-close cycle time: Stronger brands shorten the sales cycle because buyers arrive with higher trust and less need for comparison shopping. If your average cycle time is decreasing, brand recognition is likely doing part of the selling.
Sample Brand Marketing ROI Dashboard for Specialty Paper Manufacturers
| Metric |
Baseline (Pre-Brand Investment) |
Target (12-Month Post-Investment) |
What It Tells You |
| Average Selling Price |
$X per ton |
+8-15% increase |
Buyers accept premium positioning |
| Win Rate at Full Price |
35% |
50%+ |
Less discounting needed to close |
| Inbound Lead Quality Score |
40/100 average |
65/100 average |
Attracting better-fit buyers |
| Customer Retention Rate |
70% |
85%+ |
Brand loyalty reducing churn |
| Sales Cycle Length |
90 days |
60 days |
Brand trust accelerating decisions |
What Practical Steps Can Paper Manufacturers Take to Shift From Commodity to Premium Brand?
Making the shift from commodity supplier to premium brand does not happen overnight, and it does not require a complete business overhaul. It starts with a series of focused actions that build on each other over time. The specialty paper companies that have successfully made this transition share a common playbook: they start by understanding what their best customers actually value, then build their brand messaging, content, and pricing around those value points.
A step-by-step approach to building premium brand positioning:
- Audit your customer base: Identify your most profitable customers and look for patterns. What applications do they use your paper for? What performance characteristics do they value most? What made them choose you over a competitor? These answers become the foundation of your brand positioning.
- Define your brand differentiators: Go beyond technical specs. Your differentiators might include your sustainability practices, your ability to co-develop custom products, your supply chain reliability, or your deep expertise in a specific application like food-service or luxury printing. Choose two or three and build your messaging around them.
- Invest in your digital presence: Your website, content, and search visibility are often the first impression a potential buyer has of your brand. A professional, content-rich website that speaks to specific buyer needs signals premium quality before a sales call ever happens.
- Create application-focused content: Develop content organized around the specific industries and applications your paper serves. A packaging engineer searching for PFAS-free food-contact paper should find your company with a detailed, authoritative resource on that exact topic.
- Train your sales team on value-based selling: Your salespeople need to move beyond spec sheets and price negotiations. Equip them with stories, data, and tools that help buyers understand the total value of working with your brand, including reduced waste, fewer failures, regulatory compliance, and end-consumer appeal.
- Monitor and adjust pricing strategy: As your brand gains recognition, test incremental price increases tied to new certifications, product improvements, or expanded services. Track the metrics we outlined above to confirm that the market is responding to your premium positioning.
“The specialty paper brands winning on price are the ones that stopped selling paper and started selling confidence. Confidence that the packaging will perform, confidence that the certifications are real, confidence that the supplier will be there for the next product launch. When you market that confidence consistently through content, brand messaging, and customer experience, premium pricing follows naturally.” – Strategy Team, Emulent Marketing
Conclusion
Specialty paper products have a clear path out of commodity pricing, and brand marketing is the vehicle that gets them there. By connecting product performance to buyer outcomes, documenting sustainability credentials, building a content program that educates and builds trust, and measuring the financial impact of brand investments, paper manufacturers can protect and grow their margins in a market that continues to expand. The companies that treat branding as a strategic priority rather than a cost center will be the ones capturing the premium growth this industry offers.
The Emulent Marketing team works with industrial manufacturers and specialty product companies to build the brand positioning, content strategies, and digital marketing programs that support premium pricing and long-term growth. If you need help with your industrial manufacturing marketing, contact the Emulent team to start a conversation about what is possible for your brand.
