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The global tissue paper market size was valued at USD 76.52 billion in 2021. The market is projected to grow from USD 80.99 billion in 2022 to USD 124.74 billion by 2029, exhibiting a CAGR of 6.4% during the forecast period. The COVID-19 pandemic has been unprecedented and staggering, with hygiene products experiencing higher-than-anticipated demand globally compared to pre-pandemic levels. Based on our analysis, the global tissue paper market share had exhibited a higher growth of 5.6% in 2020 as compared to 2019.
Tissue paper products are commonly used for sanitation and hygiene. Pulp-based sanitary goods are increasingly popular among people as they become aware of personal hygiene and sanitation. Nowadays, key manufacturers such as CPMC, UPM Corporation, and others focus on producing grocery items of different colors and shapes to influence people to buy such items. Additionally, they sell bulk quantities of paper towel products to various distribution outlets such as hypermarkets/supermarkets, retail stores, and convenience stores, among others, to aid the revenue generation from these segments. These factors are driving the market growth.
Hygiene Awareness amid COVID-19 Pandemic to Accelerate Market
Nowadays, people are increasingly using tissue paper products to maintain nearby environment hygienic & sanitized and avoid coronavirus infection. Additionally, they prefer stocking up on toilet papers, wipes, and other grocery items to avoid a shortage of essential daily items amid COVID-19 lockdown restrictions. This factor has resulted in a significant increase in the worldwide population’s demand for facial wrappers and wipes amid the pandemic. According to the data presented by the Department of Statistics, Federal Government of Canada, by the week ending 14th March 2020, sales of facial tissues in Canada were increased by 250%.
However, shutting down the paper products’ manufacturing sites due to the COVID-19 related lockdown restrictions has impacted the supply rate of such products globally.
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Shifting Consumer Preference towards Eco-friendly Hygiene Products is a Prominent Trend
Recently, companies have developed sanitary paper products of sustainably sourced materials such as wood fiber, recycled paper pulp, and others to reduce environmental degradation due to plastic-based products. These companies’ efforts will offer newer market growth opportunities. For instance, in April 2019, Cascades Inc. launched a new collection of paper towels, toilet papers, and facial wrappers made up of recycled fibers. The recent tissue paper market trends are expected to contribute to the overall demand for the product.
Furthermore, the companies’ introduction of wipes and paper towels consisting of natural ingredients such as aloe vera, almond oils, and others will create newer avenues for industry growth. Besides, the government regulations regarding the sustainable labeling and packaging of consumer goods will support the worldwide population’s demand for biodegradable sanitary items. For instance, in 2019, the Indian Government launched a scheme to label an eco-mark to indicate the environmental friendliness of hygiene products.
Increasing Necessities for Personal Care and Sanitation to Augment Market
Increasing needs for personal care and sanitary items for maintaining hygiene are fueling the demand for sanitary napkins. Moreover, increasing the global population’s spending on healthcare products, including personal care groceries, will foster market growth. The Centers for Medicare and Medicaid Services, for example, publishes National Health Expenditure (NHE) data, which shows that health spending per capita increased by 9.3 % between 2019 and 2020. In line with previous years, the Personal Consumption Expenditure (PCE) Price Index (inflation) increased by 1.2%. Also, increasing party and celebration trends give impetus to the demand for makeup kits and sanitary sheets for removing makeup.
Besides, the growing number of bars and cafes escalates the usage of beverage napkins and sanitary items. Additionally, rising residential and hospitality infrastructural facilities will further increase the demand for toilet and bathroom accessories, driving the market growth. Furthermore, Specialty wipes are widely used in hotels and restaurants to keep the ambiance neat and clean. Therefore, the growing number of hotels & restaurants will accelerate the product demand. According to the published data from National Restaurant Association, restaurant sales in the U.S. have reached USD 899 billion and increased by 4% in 2019.
Product Innovation to Bode Well for Market
In recent days, companies have incorporated various innovations in the design of napkins and sanitary items to offer people soft and higher absorption capacity-based hygiene products. This factor will support the market in its future development. For instance, Bunzl R3 introduced an inventive, comprehensive line of multi-foldable and different shaped towels, napkins, and other groceries to provide high-quality hygienic items to the customers.
Nowadays, worldwide governments introduce hygiene and cleanliness-related promotional campaigns to spread awareness of personal hygiene. These governmental efforts will increase sanitary groceries globally. For instance, in April 2020, World Bank Group, an international financial institution, launched the ‘Mauritania Water and Sanitation Sectoral Project,’ a sanitation project to spread personal care & hygiene awareness among Trarza, Gorgol, Asaba, and other Mauritania states’ population.
Increasing Environmental Concerns are expected to Restrain Product Demand
Rising environmental concerns such as deforestation and global warming due to cutting trees limit the growth of pulp-based items and restrain the product demand. Additionally, the large presence of locally organized and unorganized manufacturers of tissue products affects the businesses of the prominent associated companies. Moreover, sudden disruption of the supply chain and trade restrictions faced by several countries limit the business expansion for the companies in the international markets and hinder the market growth.
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Bath & Toilet Tissue Segment to Dominate Global Market
Based on product types such, the market is segmented into facial tissue, cotton towel, napkins, bath & toilet tissue, and wrappers, and specialty wipes. Bath & toilet segment dominates the market owing to the large consumption of cotton towels and napkins for bathroom sanitation purposes. The cotton towel segment holds a considerable share of the market, as they are absorbent to the water that is specifically used during a bath.
Wrappers and specialty wipes are commonly used when packaging delicate items as they provide support to the object's body to avoid any loss. Therefore, the wrapping tissues and specialty wipes segment witnessed faster growth during the forecast period owing to the growing packaging industry across the globe. The facial tissue segment shows considerable growth during the forecast period due to its increasing makeup remover use. Sanitary napkins show a seasonal demand during cold weather as they are extensively adopted to clean the running nose caused by cold.
Commercial Segment to Dominate the Market Share Over 2022-2029
Based on the application, the market is segmented into household and commercial application. Commercial application includes offices, restaurants, and hotels. The commercial segment holds a major market share due to the large usage of tissues during food servicing and table cleaning purposes in hotels and restaurants. Additionally, growing corporate sector housing facilities propel the demand for facial wrappers and napkins used in office canteens by cooks and customers to dry their hands. The residential segment is expected to grow faster because of the rising awareness of hygiene and cleanliness.
Supermarkets & Hypermarkets Segment to Dominate Market Share Through 2029
In terms of distribution channel, the market share is divided into online stores, convenience stores, supermarkets & hypermarkets, and others, which includes grocery stores and shopping complexes. Supermarkets & hypermarkets hold a major market share due to a wide variety of cleaning products in a single store. Additionally, coupons and discounts on bulk product purchases attract customers to shop for many items.
The convenience store segment holds a considerable share of the market, as they are easily accessible to the customers. The grocery stores and shopping complex segments witnessed the fastest growth during the forecast period as people are more inclined to gain a satisfying shopping experience during the grocery purchase. The online store segment will witness considerable growth owing to the increasing growth of the e-commerce industry and online shopping across the globe.
Asia Pacific Tissue Paper Market Size, 2021 (USD Billion)
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The worldwide market is segregated into the Asia Pacific, South American, North American, Middle East & African, and European regions.
The Asia Pacific region is expected to hold a major market share during the forecast period. This is ascribable to factors such as the evolving production capability of wood-based items in China, Japan, and the East Asian region. According to a China Paper Association (CPA) survey, nearly 2700 paper and board manufacturers in mainland China in 2019. Additionally, a large population in the countries such as China and India and the rising standard of living will drive the market growth in the upcoming years. Moreover, napkins are widely used during food serving in hotels. Therefore, the growing chain of restaurants and hotels in the region is driving the market growth.
The market in North America is primarily driven by the large consumption of toilet paper in countries such as the U.S. and Canada. According to the report “Issue with Tissue- How Americans are Flushing Down the Toilet,” published by NRDC Organization, the U.S. consumes the largest amount of toilet rolls, valued at USD 11.2 billion each year. Moreover, the market is characterized by the robust presence of wood and pulp-based mills such as Domtar Inc., Resolute Forest Products, Cascades Inc., and others. Moreover, the large presence of pop culture and celebration trends will give rise to the consumption of make-up remover items and beverage napkins during the forecast period.
The European region will witness a fast growth rate for the market owing to the growing infrastructural facilities of the hospitality and hotel industry in the region.
According to data from the European Travel Council (ETC) on tourism and travel performance in Europe, accommodation rates in hotels across European Union member states increased, and the average daily rates spiked by 6.5% in 2021 compared to 2020. Furthermore, growing hospitality and tourism demand in the region will propel the demand for personal care products. According to the report “European Tourism-Trends & Prospects” published by the European Travel Commission in 2019, tourist arrivals have increased in Montenegro and Turkey by 50% and 12% over the last year.
The South American market is primarily driven by the increasing production capacity of pulp-based products such as corrugated boxes, sanitary sheets, boxboards, and sacks in Argentina, Chile, Peru, and Brazil. As per a joint report by Brazil's Energy Research Office EPE and the International Energy Agency, supported by the Brazilian Tree Industry Association Ibá, pulp and paper production in Brazil accounted for 16% of total industrial energy consumption in 2020. Changing lifestyles and increasing living standards aid in driving the demand for personal care products in the region.
The Middle East & Africa market is primarily driven by the flourishing beverage industry, which gives rise to the consumption of beverage napkins. According to the report “Food & Beverage Sector Indicators” published by the government of Dubai, beverage sales have grown up by 6.9% in 2019 and are expected to grow by 6% between 2019 and 2022.
The African region is likely to create demand for sanitary wrappers for hand washing purposes. As per the “National Hand Hygiene Behavior Change Strategy” report published by the Department of the Health Republic of South Africa, the Integrated School Health Program was introduced by the government.
Innovation and Effective Distribution Channels Are Top Priority among Market Players
Supply chain & inventory management is an important aspect for companies to maintain the required manufacturing capacity of tissue items. Svenska Cellulosa AB is a leading company associated with the market with the highest manufacturing capacity for pulp-based items. The company uses product innovation as a business strategy to improve the absorption capability of the paper & pulp-based items and the effective utilization of the raw material to improve environmental sustainability. Followed by this, prominent companies adopt merger and acquisition and joint venturing strategies to build their supply chain capabilities and consolidate their international market presence.
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The global market research report provides a detailed tissue paper industry analysis of the market and focuses on crucial aspects such as leading companies, product types, application, and distribution channels. Besides this, the report offers insights into the market trends and highlights vital industry developments. In addition to the factors mentioned above, the market outlooks several factors that have contributed to the growth of the market over recent years and estimates the market forecast in the coming years.
Value (USD Billion)
Volume (Thousand Tonnes)
By Product Type
By Distribution Channel
Fortune Business Insights says that the global market size was USD 76.52 billion in 2021 and is projected to reach USD 124.74 billion by 2029.
In 2021, the market value stood at USD 76.52 billion.
Growing at a CAGR of 6.4%, the market is forecasted to grow from 2022 to 2029.
Bath & toilet segment is expected to be the leading segment under the product type in this market during the forecast period.
Increasing necessities for personal care and sanitation augment the market growth.
Svenska Cellulosa AB, Hengan, St. Croix Tissue, and CMPC Tissue SA are a few leading players in the global market.
Asia Pacific region dominated the global market in 2021.
Growing demand for environmentally friendly and recyclable sanitary items drives the products adoption.
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