Away From Home Tissue and Hygiene Market Size, Share, and Industry Analysis By Product (Hand Towels, Facial Towels, Toilet Tissue, and Others), By Application (Food Services, Property Management, Manufacturing, Healthcare, Education, Hospitality, and Others), and Regional Forecast till 2032

The global away from home tissue and hygiene market is growing positively from the rising public awareness of hygiene and the increased demand for cleanliness in shared locations. The market consists of paper towels, toilet tissue, napkins, and dispensers marketed for commercial, institutional, educational, healthcare, and transit markets.

• To give a rough estimate of the size of the Away From Home type of hygiene products' marketplace, the U.S. Census Bureau states that in the year 2023, institutions in the United States bought approximately 1.68 billion units of commercial tissue.

Applications of AFH tissue products are many, so their reach is vast-from healthcare to hospitality, every one of them shares the common concepts of being clean and convenient to use.

Away From Home Tissue and Hygiene Market Driver

Pandemic-Driven Hygiene Awareness Fuels Market Growth

The pandemic has raised hygiene consciousness, resulting in increased demand for AFH tissue products in healthcare and hospitality. For example, as of 2023, Health Canada reported that more than 14,800 healthcare facilities were using AFH tissue systems in Canada. In parallel, the growth of urban centers and expanding hospitality infrastructure, for instance, Indonesia has 16,700 hotels in 2023 using AFH tissue systems, intensifies the demand for continuous hygiene solutions. The use of technology that is touch-free or more sustainable, also improving efficiency, will contribute to the delivery of hygienic solutions, making these systems even more enticing in public environments.

Away From Home Tissue and Hygiene Market Restraint

Environmental Concerns And Cost Pressures Hinder Market Growth

Environmental issues concerning single-use products and their alternatives weigh down the tissue and hygiene market with more challenges, whereas ever-increasing raw material costs for pulp and paper, among others-have troubled manufacturers into some form of pricing balancing act. And that fixation on the lowest price and the competition from such price wars sometimes almost turns a blind eye to the volatility of the industry. Eventually, all these challenges, extended to every nook and cranny, continue to affect the longevity of growth rates.

Away From Home Tissue and Hygiene Market Opportunity

Market Growth Driven By Sustainability, E-Commerce

The market has good potential with the developments in eco-friendly options, including bioproducts and recycled tissue products. There are strong opportunities to grow in developing countries through urbanisation, and with higher hygienic standards expected. Also, alternative methods of sales, such as e-commerce, have opened up new opportunities to reach institutional buyers as well as save on costs along the supply chain.

Segmentation

Key Insights

The report covers the following key insights:

• Micro and Macro Economic Indicators
• Drivers, Restraints, Trends, and Opportunities
• Business Strategies Adopted by Key Players
• Consolidated SWOT Analysis of Key Players
• Key Industry Developments (Mergers, Acquisitions, Partnerships)
• Overview: Regulatory Scenario

Analysis by Product

By product, the market is divided into hand towels, facial towels, toilet tissue, and others.

The away-from-home tissue and hygiene market is projected to continue to dominate due to hand towels, which are used on a daily basis in commercial and institutional sectors. The ease of access in areas with high traffic promotes hand hygiene, and there will continue to be demand given our hygiene concerns, especially post-COVID, with the rise of awareness regarding the high volume of public facilities.

There will also be significant growth for facial towels, mainly due to use in hospitality and healthcare settings. Facial towels are viewed as more personal and important for our basic needs and are often a staple in premium service environments. This will continue to be important as more focus in these consumer sectors moves towards comfort, luxury, and cleanliness.

Analysis by Application

By application, the market is divided into food services, property management, manufacturing, healthcare, education, hospitality, and others.

Food services are expected to dominate the market due to the need for strict hygiene compliance in restaurants, cafes, and catering environments. The high patron turnover required to provide tissue products and hygiene maintenance enables this segment to develop. Increased rules and regulations will further consolidate this segment's share.

The healthcare industry will be a significant growth factor. New compliance and regulatory expectations for clean standards and practices in hospitals and clinics are increasing. The need for disposable hygiene products, such as hand towels and toilet tissue, will fulfill the need for this industry. Increased healthcare facilities in developing countries will also help growth.

The hospitality market has a tremendous opportunity for considerable expansion. Hotels, resorts, and event venues are emphasizing the guest hygiene experience as a higher priority. An enhanced focus on sustainability, as well as high-quality tissue for upscale experiences, is creating new demand. As tourism recovers worldwide, this segment will have increased growth potential.

Regional Analysis

Based on geography, the market has been studied across North America, Europe, Asia-Pacific, South America, and the Middle East & Africa.

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North America is expected to dominate the Away From Home Tissue and Hygiene Market, as it will continue to increase demand from the commercial and hospitality industries, and follow the rules of sanitation from the injunction of regulations present due to the curbed growth pandemic. As businesses and hospitals implement strict adherence to cleanliness while complying with regulations, managers and staff are supporting public growth in both market sectors across North America.

Asia-Pacific is growing quickly, as urbanization and standards of living are increasing the adoption of hygiene solutions. Importantly, substantial growth from emerging health and hospitality sectors is promoting awareness and adoption of sanitation solutions in public facilities.

Europe remains a fundamental component of market growth, as sustainability and public hygiene are especially important and define the region. The recent implementation of government-sanctioned eco-friendly hygiene solutions supports the best interests of the planet and community, substituting innovative products and sustainability for better and long-term adoption in public and commercial areas alike.

Key Players Covered

The report includes the profiles of the following key players:

• Kruger Products Inc. (Canada)
• Sofidel Group (Italy)
• SCA (Svenska Cellulosa Aktiebolaget) (Sweden)
• Kimberly-Clark Corporation (U.S.)
• Procter & Gamble (U.S.)
• Georgia-Pacific LLC. (U.S.)
• Oji Holdings Corporation (Japan)
• Essity AB (Sweden)
• Asaleo Care Limited (Australia)
• Wausau Paper (U.S.)

Key Industry Developments

• In June 2023, Sealed Air and Mondi presented packaging alternatives that aim to lessen the amount of waste resulting from materials used in commercial hygiene items. From the perspective of Sealed Air, they stated that these products were being launched in the ambit of an industry initiative for more sustainable packaging technologies and overall enhanced environmental performance, product performance, and convenience.
• In August 2023, the Vinda International company took advantage of the emerging market demand of Asia as a new growth market when it tweaked its product portfolio. The new leadership of the company shared a vision to leverage sustainability and innovation across the tissue and hygiene portfolio products. Sustainability is certainly important to any long-term growth strategy, but it also opens the door to being a real competitor in the AFH environment.
• In October 2023, Kimberly-Clark and Essity gave new sustainability plans towards reducing the environmental impact of their away-from-home hygiene products. These involve, among others, increasing recycled content and production improvements. They were responding to an increasing demand from consumers for environmental alternatives.