Global Paper Towel Market Report and Forecast 2024-2032

Global Paper Towel Market Outlook

The global paper towel market size was approximately USD 14.2 billion in 2023. The market is projected to grow at a CAGR of 5.2% between 2024 and 2032, reaching a value of USD 22.4 billion by 2032.

Key Trends in the Market

A paper towel is a sheet of thick, soft paper that can absorb liquid. It is made from woven fibres that have been creped and embossed for durability and absorbency. Paper towels are typically used as napkins for meals, to clean up spills, or to dry surfaces. They can rapidly and effectively absorb liquids and effectively remove dust and dirt.

• The paper towel market growth is being fuelled by growing hygiene and sanitation concerns. Paper towels are better than hand towels and sponges and are known to minimise germ growth and limit the spread of germs efficiently.

Research activities have demonstrated the efficacy of paper towels in ensuring optimal hand hygiene as compared to jet air dryers, which makes them a suitable option for commercial uses such as cafes, restaurants, and offices.

• The growing demand for convenience food and the expansion of small food trucks in several locations expand the demand for paper towels as they do not require maintenance and can be easily disposed.

• The rising focus towards sustainability is one of the key paper towel market trends. Key players are increasingly attempting to reduce waste and deforestation associated with single-use power towels by developing their eco-friendly and reusable counterparts using materials like bamboo and cotton. Moreover, leading companies are utilising recovered paper and recycled materials to manufacture paper towels and enhance their sustainability profiles.

• The development of paper towels with flexible strength, superior structure, and optimised fluid efficiencies to support customers in efficiently tackling cleaning tasks is anticipated to aid the market demand in the forecast period.

Market Analysis

Based on type, the paper towel market segmentation includes rolled paper towels, boxed paper towels, and multifold paper towels, among others. On the basis of end use, the market can be bifurcated into residential and commercial.

Based on distribution channel, the market can be divided into offline and online. The major regional markets for paper towel are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global paper towel market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

• Procter and Gamble Company 

• Kimberly-Clark Corporation

• Cartiere Carrara SpA  

• Metsa Group

• Essity AB  

• C & S Paper Co., Ltd

• WEPA Hygieneprodukte GmbH  

• Seventh Generation Inc.

• Queenex Hygiene Paper Manufacturing LLC  

• Kruger Inc.

• Others

Market Share by Type

As per the paper towel market analysis, rolled paper towels are witnessing a healthy demand as they can easily clean spills and quickly and efficiently absorb liquids. These types of paper towels are more affordable than their boxed and multifold counterparts as they can be manufactured rapidly and eliminate processes like folding and cutting.

In addition, rolled paper tower dispensers are extensively used in high-traffic areas like stadiums, airports, food service establishments, and public restrooms, among others, to prevent cross-contamination.

Market Share by Region

North America represents a significant portion of the paper towel market share due to growing consumer demand for convenience food, supported by changing lifestyle patterns and increasing disposable incomes. The presence of several renowned paper towels manufacturers, such as Kruger Inc., Procter & Gamble Company, and others, as well as the easy availability of such towels on online channels, further aid the market growth in this region.

The Asia Pacific is also growing at a steady pace due to factors such as rapid urbanisation, growing disposable incomes, and evolving customer lifestyles.

Competitive Landscape

Procter and Gamble Company is a consumer care and wellness company founded in 1837 that is engaged in developing a range of household and personal care products under different brands. The company aims to develop superior-quality products with a sustainable approach.

Kruger, Inc., headquartered in Montreal, Canada, is a market leader in paper and paper-based products. The company offers high-quality tissues for domestic, industrial, and commercial use under brands including Bonterra, Cashmere, Purex, and others.

Kimberly-Clark Corporation is a pioneer power towel company, founded in 1872. Viva and Scott are its major two brands engaged in the production of single- and multi-surface paper towels.

Other players operating in the global paper towel market include Cartiere Carrara SpA, Metsa Group, Essity AB, C & S Paper Co., Ltd, WEPA Hygieneprodukte GmbH, Seventh Generation Inc., and Queenex Hygiene Paper Manufacturing LLC, among others.

Key Highlights of the Report