The global tissue paper market was valued at USD 34.65 Billion in 2023. The industry is expected to grow at a CAGR of 6.20% during the forecast period of 2024-2032. The rising demand for hygiene products, particularly in the wake of increased awareness towards personal and public health has positively impacted the market growth. The surge is anticipated to continue over the forecast period in the form of growing demand for facial tissues, toilet tissues, paper towels, and other sanitary products in developed and emerging markets, bolstering the industry to reach a valuation of USD 59.54 Billion by 2032. These disposable tissue products have increasingly become common for day-to-day activities at home toward limiting the risk of infection, leading to global growth.
Base Year
Historical Year
Forecast Year
Value in USD Billion
2024-2032
Tissue Paper Market Outlook
*this image is indicative*
Technological advancements in manufacturing processes have significantly reshaped the tissue paper market in the last few years. The surge in automation, machine learning, and artificial intelligence to streamline production, boost product quality, and reduce operational costs has graced the technology of tissue paper. The latest tissue-making machines promise enhanced efficacy using less raw material. For instance, A.Celli iDEAL Tissue Line which is installed at Kochavinska Paper Factory in Ukraine, is designed for high efficiency and productivity. In addition, Jani Sales in India has added a new fiber-based tissue production line with Baosuo PM 2Machine to its Sarigam mill to boost its production capacity.
Moreover, consumers have increasingly become sensitive to environmental sustainability, thereby propelling manufacturers to invest in developing environmentally friendly products. As waste reduction and packaging sustainability regulations become tighter around the globe, brands that prefer the eco-friendly part have increasingly caught attention of eco-conscious consumers and thus pushed the market demand. A recent report suggests that 78% of consumers feel that sustainability is important whereas 55% of consumers are willing to pay more for eco-friendly brands.
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Increased disposable incomes coupled with a greater emphasis on comfort and self-indulgence have led to a surge in demand for high-end and luxury tissue products. These types of tissues are marketed highlighting their softness, thickness, and absorbent qualities, making them better than normal tissues. Developed markets such as North America and Europe have increasingly witnessed consumers willing to pay premiums to obtain better-quality tissue products. Additionally, luxury tissue paper brands such as Genius Luxury Fine Tissue Paper, Bumboo, and others have differentiated themselves with advanced features including scented tissues with added moisturizing agents, to align with broader wellness and lifestyle trends.
Moreover, the growing awareness regarding the different skin sensitivities and allergies has created a demand for hypoallergenic tissue paper products. For instance, Aria Premium Earth Friendly Toilet Paper is made with over 50% plant-based materials and recyclable content. NooTrees Bamboo Toilet Tissue is another 100% bamboo toilet tissue that is free from harsh chemicals, which makes it an ideal choice for those with allergies or sensitive skin. As consumers are becoming more cautious regarding the ingredients used in items of daily use, tissue paper companies have come up with products mainly for sensitive skin consumers, babies, or those with allergies. These tissues are mostly softer and gentler without added fragrance, dyes, or harsh chemicals. The increasing number of organic and dermatologically tested materials, including bamboo or unbleached papers, are another factor contributing to the demand for these products.
Sustainability coupled with product innovations and widespread popularity of e-commerce are the major trends dominating the market.
Sustainability is among the topmost priorities for companies dealing with tissue paper. The tissue paper industry is fundamentally moving toward sustainability, shaping up new trends in the tissue paper market. Consumers have progressively preferred ecologically friendly products, and this is boosting the demand for tissue papers that are made out of recycled fibres, bamboo, or other biodegradable materials. Companies are adopting green practices, such as limiting plastic packaging and promoting recyclable options. This is stronger in developed markets like Europe and North America, where environmental awareness is high. Manufacturers, therefore, are innovating to meet the heightened expectations of consumers in order to be more environmentally friendly and sustainable.
The rapid penetration of the e-commerce sector has significantly changed the shopping habits of tissue paper consumers. Online shopping has paved the way for ease, variety, and competitive pricing for many customers. On the other hand, this has enabled many businesses to reach their customers directly, eliminating the traditional retail channel and associated costs. As consumers are increasingly turning to online shopping, businesses with great e-commerce strategies, websites with high usability, and efficient logistics are predicted to enjoy high returns on investment.
Innovation in product offerings is another major trend that was observed in the market. Consumers have increasingly demanded more tissue paper products with added benefits such as high quality, biodegradability, and pleasing fragrances. To meet the demands of such different products, manufacturers have emphasized research and development to introduce innovative products in the market. For example, rapidly biodegradable tissues are being widely used among eco-conscious individuals as these can decompose within a short time and are not harmful to the environment. Along the same lines, luxury tissues enriched with extra softness and strength in a more aesthetic package attract a more high-end market segment.
The global market for tissue paper products has seen increased demand as hotels, resorts, and restaurants have been developing. High travel rates by consumers and heightened awareness of cleanliness standards within the hospitality industry have driven this trend. The pandemic has further fueled this demand as both consumers and businesses increasingly pay more attention to cleanliness and sanitation aspects.
Urbanization and rising disposable incomes have propelled demand in emerging economies, particularly in the Asia Pacific and Latin America regions. As more people move to urban areas, the demand for hygiene and convenience products, including tissue paper, has remarkably increased. This expanding middle class is more inclined to spend on premium and branded tissue products.
On the other hand, the rising adoption of digital watermarking technology has become a game-changer in the market for growth opportunities. This technology has gained fame for its ability to increase traceability, authenticity, and transparency in the supply chain of tissue paper products, thereby propelling the tissue paper market dynamics and trends. The digital watermarking technique consists of the production of watermarks impervious to printed tissue products which can later be read by cell phones for authenticity and tracing. For example, Essity uses digital watermarking in its Tork brand to ensure supply chain transparency, tackle counterfeiters, increase consumer trust and set the standard for sustainability in production. This particular innovation proves the integrity of the products and fosters consumer confidence in the brand itself.
Consumers nowadays are putting more stress on cleanliness and health consciousness, which is turning out to be a major factor propelling the growth of tissue paper market. The demand for tissue products like wet wipes, toilet paper, and facial tissues surged as a result of the COVID-19 pandemic's increased emphasis on hygiene. Consumers' emphasis on cleanliness and personal hygiene in both homes and public areas is predicted to fuel market expansion going forward, particularly in areas with growing middle-class populations.
Tissue paper is becoming increasingly popular in the beauty and personal care sector, especially in sheet masks and nail removers. For instance, L'Oréal and Innisfree use soft and absorbent tissue in sheet masks to deliver the ingredients right to the skin, allowing for better hydration and nourishment. The sheet masks are particularly suitable for rapid and efficient skincare. The nail removers employ tissues covered with acetone or remover solution for effective, yet gentle nail polish removal. Tissue-based nail removal wipes are offered by companies such as Sephora and Sally Hansen, providing ease and portability, thus growing in popularity within the beauty market.
Resource scarcity as well as environmental concerns are the major issues in the global tissue paper industry. There would be a challenge to profitability if sustainability control drives up the rising production costs for manufacturers when they opt for greener alternatives like bamboo or recycled fibres. Virgin wood pulp is widely used as raw material for tissue paper, which also results in deforestation and environmental degradation, leading to tissue paper market challenges. Manufacturers face the challenge of finding a middle ground between sustainability and cost-effectiveness.
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“Tissue Paper Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:
On the basis of product type, the market can be divided into the following:
On the basis of application, the market can be divided into the following:
On the basis of distribution channel, the market can be divided into the following:
Based on region, the market can be segregated into:
By Product Type Analysis
Paper tissues, wet wipes, and other variants are gaining speed because of changed consumer requirements related to convenience, hygiene, and sustainability. Wet wipes increasingly use their portability and versatility of application to cleanse, especially in health-conscious surroundings. As per tissue paper market analysis, facial tissues are popular for personal care and hygiene. Paper tissues will continue their demand in every single household on a daily basis. The increased preference for environmentally friendly options, such as biodegradable or recycled materials, is further giving more popularity to these products.
Market Analysis by Application
The tissue paper market is experiencing growth due to household applications, increased hygiene awareness and rising disposable incomes, with a preference for premium eco-friendly products. Commercial application growth in the hospitality, healthcare, and foodservice sectors also will continue due to cleanliness and comfort considerations of businesses. The growing trend of sustainability in both sectors is driving demand for recyclable/biodegradable tissue products, which further accelerates growth across the application for both sectors.
Distribution Channel Insights
The rising trend of e-commerce websites and growing demand for home delivery has contributed significantly to the increased sale of tissue paper. Due to increased purchases online, consumers find having tissue paper products delivered to their homes extremely convenient. Giant e-commerce companies like Amazon and Walmart offer a great variety of tissue products, so it can be easily found by a more extensive customer group. This trend in e-commerce has made online shopping a major avenue through which tissue paper is distributed. As per tissue paper industry analysis, various forms of tissue products are sold by large retailers and online stores. Some options may include subscription service and green alternatives, etc. Offline channels of supermarkets, convenience stores, and pharmacies are still driving a larger number of sales due to consumer preference for in-store purchase of immediate needs. This channel, including the other one, is increasingly promoting sustainable and superior-quality tissue products.
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North America Tissue Paper Market Opportunities
Opportunities in the North America tissue paper market are immense, driven by consumers' increasing demand for sustainable products. Such a growing demand stems from increasing awareness about the environment, which has generated interest in alternatives such as recyclable paper and bamboo-based tissue paper. This segment remains the largest in the region by revenue, as of 2023, the United States leading with revenues. Compared to those in the province of Ontario, Canada, increasing disposable incomes and growth in urbanization has resulted in the growing trend toward premium tissue products here.
Asia Pacific Tissue Paper Market Trends
The Asia Pacific (APAC) tissue paper market was stimulated by the increasing urbanization and elevated disposable income among the developing countries resulting in more acceptance of premium hygiene products. Consumers demand eco-friendly alternatives to tissue paper, such as using bamboo and recycled paper, as their consciousness of environmental issues rises. The growing middle class in China and India is the driving force behind these two important growth economies. To meet this demand, companies have focused on sustainability and innovation.
Middle East and Africa Tissue Paper Market Drivers
The tissue paper industry in the Middle East and Africa is driven by the demand for high-end hygiene goods, further fueled by urbanization and soaring disposable income. The increased health consciousness among consumers has shaped the increased demand in products including wipes, lavatory papers, and facial tissues. Private hotels and healthcare sectors keep driving more the needs for tissue paper. The government's promotion of environmentally friendly materials has encouraged their acceptance and keeps the demand for tissue paper high.
Europe Tissue Paper Market Dynamics
Europe tissue paper companies have primarily focused on adopting green sources including bamboo and recycled tissue paper due to the increased consciousness on environment issues. For instance, renowned companies such as Essity, emphasize sustainability by producing hygiene items under the Tork brand, putting much emphasis on items made from recycled fibers. Apart from the growing trend of consumer demand for high-end environmentally friendly tissue products in the region, the demand has grown due to increased urbanization and disposable income.
Latin America Tissue Paper Market Insights
The growth of the tissue paper market in Latin America can be attributed to the rising disposable incomes and a greater focus on sustainability and hygiene. The Brazilian Paper Industry Association (IBÁ) has claimed that the country's market supremacy is being driven by consumer demand for upscale, eco-friendly tissue goods. Latin American governments have positively advocated sustainability practices which has further encouraged companies to use recycled materials and reduce their environmental impact when making tissue paper.
The tissue paper market players have primarily concentrated on consumer-centric solutions, innovation, and sustainability. Additionally, tissue paper companies work to enhance product quality, promote better cleanliness, and increase their market share in developing nations. Utilizing eco-friendly materials like bamboo and recycled fibers will have a significant impact on the environment. Remaining competitive in this growing industry also requires cost effectiveness and a better supply chain.
Kimberly-Clark Corporation was established in 1872, with its headquarters located in Irving, Texas, United States. The company produces tissue products under the brands Kleenex, Scott, and Cottonelle. The company is committed to sustainability hygiene and innovation in markets for both consumers and professionals worldwide.
Essity Aktiebolag, founded in 1929, with its location in Stockholm, Sweden, the Tork, Lotus and Plenty are tis...
Based in Jinjiang, China, Hengan International Group Company Ltd. operates its brands, including Tempo and Vin...
Asia Pulp & Paper Sinar Mas, established in 1976 and headquartered in Jakarta, Indonesia, offers tissue produc...
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players in the global tissue paper market are Georgia-Pacific LLC, The Procter & Gamble Company, CMPC, Soffass S.p.a, and Unicharm Corporation, among others.
Tissue paper startups primarily focus on sustainability, innovation, and convenience as drivers for establishing their brands. They start with creating green products from recycled fiber, bamboo fibers, or other renewable sources and then extend the revenue streams for those offering products that attract an environmentally aware public. In addition, startups focused on developing unique tissue paper products that cater to specific consumer needs. All these innovations are intended to compete with the heavily crowded market and pull traction from quality-seeking consumers.
Welvet Skie
Welvet Skie is known for its high-quality and diverse range of products. Established in 2022, this startup offers a variety of tissue paper products, including facial tissues, toilet rolls, kitchen tissue rolls, and tissue napkins. Welvet Skie prioritizes quality and customization, catering to both individual and commercial needs.
The Cheeky Panda
The Cheeky Panda is a trendy eco-friendly brand that specializes in bamboo toilet paper, towels, and tissues. The startup aims to fight deforestation by growing fast-growing bamboo and using it to substitute for the wood pulp that is mostly used in making paper.
*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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The tissue paper market is assessed to grow at a CAGR of 6.20% between 2024 and 2032.
The major market drivers include its versatile applications in daily life, increasing awareness of hygiene, and growing accessibility worldwide.
The key trends of the market are development of specialised tissue products, use in medical settings, and increasing investments by market key players.
A tissue paper is a type of lightweight paper that is made from virgin or recycled pulp paper and is used for dusting, cleaning, wrapping, and other personal applications.
Tissue paper is popular due to its convenience, comfort, and versatility.
The global tissue paper market is segmented based on product type, application, distribution channel, and region.
The primary applications of tissue papers are household and commercial.
Different product types of tissue paper are facial tissue, paper tissues, and wet wipes, among others.
Tissue papers are usually thin and delicate and are designed for one-time use, due to which reuse is not recommended.
Key market players include Kimberly-Clark Corporation, Essity Aktiebolag, Hengan International Group Company Ltd., Asia Pulp & Paper (APP) Sinar Mas, Georgia-Pacific LLC, The Procter & Gamble Company, CMPC, Soffass S.p.a, and Unicharm Corporation, among others.
In 2023, the market reached an approximate value of USD 34.65 Billion.
The market is estimated to witness healthy growth in the forecast period of 2024 and 2032 to reach a value of around USD 59.54 Billion by 2032.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Product Type |
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| Breakup by Application |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Trade Data Analysis |
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| Competitive Landscape |
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| Companies Covered |
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United States (Head Office)
30 North Gould Street, Sheridan, WY 82801
+1-415-325-5166
Australia
63 Fiona Drive, Tamworth, NSW
+61-448-061-727
India
C130 Sector 2 Noida, Uttar Pradesh 201301
+91-858-608-1494
Philippines
40th Floor, PBCom Tower, 6795 Ayala Avenue Cor V.A Rufino St. Makati City, 1226.
+63-287-899-028, +63-967-048-3306
United Kingdom
6 Gardner Place, Becketts Close, Feltham TW14 0BX, Greater London
+44-753-713-2163
Vietnam
193/26/4 St.no.6, Ward Binh Hung Hoa, Binh Tan District, Ho Chi Minh City
+84-865-399-124
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