When it comes to getting the most bang for your buck on everyday essentials, Costco‘s Kirkland Signature brand is often a top choice for savvy shoppers. And when it comes to paper towels, Kirkland is a heavy hitter, rivaling big name brands in both quality and value. But who exactly is behind these high-performing paper towels? Join us as we delve into the mystery of who makes Kirkland paper towels and explore what makes this private label product a standout in a crowded market.
The Power of Private Label
First, let‘s talk about the rise of store brands like Kirkland Signature. Over the past few decades, retailers have increasingly invested in their own private label products as a way to differentiate themselves and build customer loyalty. By partnering with manufacturers to create exclusive products, stores can offer high-quality goods at a lower price point than national brands.
Costco has been a pioneer in this space, with its Kirkland Signature line now encompassing everything from groceries to clothing to housewares. Launched in 1995, the Kirkland brand has become synonymous with quality and value, accounting for roughly 25% of Costco‘s total sales. In fact, a 2018 study by market research firm IRI found that Kirkland was the most popular store brand in the United States, outpacing competitors like Walmart‘s Great Value and Kroger‘s Simple Truth.
So what‘s the secret sauce behind Kirkland‘s success? It all comes down to Costco‘s rigorous sourcing and quality control processes. The company works closely with manufacturers to develop and test products, often over the course of several years, to ensure they meet or exceed the standards of national brands. And because Costco buys in such large volumes, it can negotiate favorable prices with suppliers, passing those savings on to consumers.
The Mystery Manufacturer
So who is the manufacturer behind Kirkland Signature paper towels? The short answer is: we don‘t know for sure. Like most retailers, Costco keeps its private label suppliers under wraps for competitive reasons. However, industry experts have some theories based on the paper towel market at large.
In the United States, the paper towel industry is dominated by a few key players. According to market research firm Statista, the top three paper towel manufacturers in the U.S. by revenue are:
- Procter & Gamble (Bounty) – $2.5 billion
- Kimberly-Clark (Viva, Scott) – $1.1 billion
- Georgia-Pacific (Brawny, Sparkle) – $1.1 billion
Together, these three companies account for over 70% of the U.S. paper towel market. Given their scale and expertise, it‘s likely that one of these manufacturers is producing Kirkland paper towels for Costco.
Some industry insiders have speculated that Procter & Gamble is the most likely candidate, given the similarities between Kirkland paper towels and P&G‘s Bounty brand. Both products are known for their thickness, absorbency, and durability. However, others argue that Georgia-Pacific or Kimberly-Clark could just as easily be the supplier, as they also have the capabilities to produce high-quality paper towels at scale.
Ultimately, the identity of the manufacturer matters less than Costco‘s own quality control processes. Regardless of who is making the product, Kirkland paper towels have to meet Costco‘s exacting standards for performance, consistency, and value. The company regularly conducts blind product tests to ensure that Kirkland products are meeting or exceeding the quality of national brands.
Putting Kirkland to the Test
So how do Kirkland paper towels stack up to the competition? Let‘s take a closer look at the specs:
- Size: 11 x 11 inches per sheet
- Sheets per roll: 160
- Ply: 2
- Rolls per pack: 12
In terms of absorbency, Kirkland paper towels have consistently ranked highly in independent product tests. In a 2014 Consumer Reports test, Kirkland Signature Premium Big Roll towels absorbed more water than any other brand tested, including Bounty and Brawny. The testers noted that Kirkland towels were "thick, strong, and absorbent," making them ideal for heavy-duty cleaning tasks.
Kirkland paper towels have also earned high marks from customers. On Costco‘s website, the product has an average rating of 4.7 out of 5 stars from over 5,000 reviews. Many reviewers praise the towels‘ thickness, absorbency, and value compared to name brands. "These are the best paper towels I‘ve ever used," one reviewer wrote. "They are thick and hold up well, even when wet. You can‘t beat the price either!"
Of course, price is a major factor in the appeal of Kirkland paper towels. A 12-pack of Kirkland Signature Premium Big Roll paper towels costs around $20, which works out to less than 1 cent per square foot. Compare that to Bounty Select-A-Size, which can cost upwards of 3 cents per square foot, and the savings are significant. According to a 2019 price comparison by Consumer Reports, Kirkland paper towels cost about half as much per square foot as Bounty and Viva, and about a third less than Brawny.
The Costco Effect
It‘s worth noting that to get your hands on Kirkland paper towels, you‘ll need a Costco membership. The warehouse club charges a $60 annual fee for its basic Gold Star membership, which includes access to all Costco locations and online shopping.
For frequent Costco shoppers, the membership fee is often offset by the savings on bulk purchases of products like paper towels, toilet paper, and laundry detergent. However, if you‘re not a regular Costco shopper, the membership cost may eat into any potential savings on Kirkland products.
There are a few workarounds for non-members looking to try Kirkland paper towels. One option is to tag along with a friend or family member who has a Costco membership. Alternatively, you can purchase a Costco Shop Card (essentially a gift card) from a member, which will allow you to shop at Costco without a membership.
But for many Costco devotees, the membership is a small price to pay for access to the store‘s wide selection of high-quality, low-priced products. And for those who swear by Kirkland paper towels, the savings and performance are well worth the annual fee.
The Bottom Line
While we may never know for certain who manufactures Kirkland Signature paper towels, one thing is clear: Costco‘s private label brand has earned a loyal following for its combination of quality and value. Through strategic partnerships with leading manufacturers and a commitment to rigorous product testing, Costco has created a paper towel that rivals or exceeds national brands at a fraction of the price.
For consumers looking to save money without sacrificing performance, Kirkland paper towels are a top choice. And with the backing of Costco‘s satisfaction guarantee and a track record of rave reviews, you can feel confident that you‘re getting a product that will get the job done.
So the next time you‘re stocking up on household essentials, consider giving Kirkland Signature a try. Your wallet (and your cleaning routine) will thank you. And who knows – you may just find yourself becoming a loyal member of the Kirkland fan club.
