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Tissue Paper Market Size, Share & Industry Analysis, By Product Type (Facial Tissue, Paper Towel, Wipes, Bath & Toilet Tissue, and Others), Application (Household and Commercial), and Regional Forecast, 2019-2026

Region : Global | Format: PDF | Report ID: FBI102847



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The global tissue paper market size was USD 65.66 billion in 2019 and is projected to reach USD 102.57 billion by 2026, exhibiting a CAGR of 5.9% during the forecast period.

Tissue papers are widely used for cleanliness and hygiene purposes. Growing awareness regarding personal care and sanitation enhances the usage of the pulp-based sanitary items. Manufacturers are focusing on the production of different colored and shaped grocery items that attract consumers to purchase these types of grocery items. Innovation in the various tools and machinery used for manufacturing helps to increase efficiency and thereby supports the market growth. Companies used to sell bulk quantities of these items to the various distribution outlets such as hypermarkets/supermarkets, retail stores, and convenience stores, among others to increase the revenue generated from the various segments. Additionally, along with suppliers, companies used to sell these groceries directly to the end consumers to meets the exponential demand for tissues. Stock maintenance as well as managing shipping facilities are the essential factors under consideration for the companies operating in the sanitary items business. Production capacity utilization and broadening are the prominent strategies adopted by key players to foster the revenue generation from these sanitary grocery items.


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Growing demand for Environmentally Friendly and Recyclable Items

Presently, companies are focusing on the development of biodegradable and recyclable tissue paper products in order to reduce the burden on the environment owing to the rampant cutting of trees. For instance, according to the article ‘cascade launches tissue products made with recycled fibers’, published by recycling today news, in April 2019, Cascades Inc. launched sanitary items made up of recycled fibers that include new collection of the paper towels, toilet papers, facial wrappers. Moreover, government initiative for the development of green and environmentally sustainable consumer goods supports the demand for biodegradable sanitary items. According to the article “Operation of Eco Mark Scheme”, published by the Bureau of Indian Standard in 2019, the Government of India launched a scheme to label an eco-mark on the products to indicate its environmental friendliness. Additionally, uncertain occurrences of pandemic diseases such as COVID- 19, SARS, and others facilitate spike in the demand of the sanitary items as they provide skin protection from infectious germs. The introduction of various natural ingredients such as aloe vera, almond oils, and other benefiting ingredients in the design of the tissues helps to reduce the spread of the bacterial infection. Additionally, it provides more softness and absorption capability to sanitary napkins. Thereby, increases the demand for the napkins in the natural ingredients segment.


Increasing Necessities for Personal Care and Sanitation Augments the Market Growth

Rising needs for personal care and sanitary items for maintaining hygiene and cleanliness fuels the demand for sanitary napkins. Growing healthcare spending of the global population enhances the usage of personal care groceries and fosters market growth. According to the data published by the World Health Organization (WHO), total global sending for healthcare reached to USD 7.8 trillion in 2017 up from USD 7.6 trillion in 2016. Moreover, increasing residential and hospitality infrastructural facilities further create the demand for the toilet and bathroom accessories as well as cotton towels. In addition to this, rising number of nuclear families and high urbanization rate propels the sales revenue from the disposable sanitary items and thereby augment the market demand.

Increasing party and celebration trends gives impetus to the demand for makeup kits and ultimately the sanitary sheets for removing makeup. In addition to this, the growing number of bars and cafes escalates the usage of the beverage napkins and sanitary items. Specialty wipes are widely used in hotels and restaurants to keep the ambiance neat and clean. Therefore, growing hotel and restaurant sector is propelling the demand of the market. According to the National Restaurant Association, restaurant sales in the US have reached USD 899 billion and increased by 4% in 2019.

Moreover, increasing infrastructural development related to convenience stores and shopping complex provides ease in the consumption of personal care items. Additionally, several Government programs and promotional campaigns regarding hygiene and cleanliness provide ease in the awareness of personal care among the population and creates the demand for sanitary groceries. For instance, according to the report “Mauritania Water and Sanitation Sectoral Project” published by World Bank Group in April 2020, water and sanitation projects will provide improved water and sanitation access to the small towns and rural areas. Furthermore, the projects are raising awareness of health and sanitation in the regions of Trarza, Gorgol, Assaba, and others. Growing demand for the food-packaging sector coupled with online food delivery businesses extensively flourishes the consumption of the tissues while driving the market growth.

Product Innovation to Bode Well for the Market Growth

Today, companies are constantly trying to incorporate various innovations in the design of the napkins and sanitary items. Additionally, they are striving to improve the softness and absorption capacity of the products as well as to avoid skin irritation problems. For instance, Bunzl R3 introduced an innovative comprehensive line of a multi foldable and different shaped towel, napkin, and other groceries to provide high-quality sanitary items to the customers. Furthermore, changing lifestyles and high standard of living of the global population is increasing the demand for smart sanitary items that is further driving the market growth.


Increasing Environmental Concerns is Expected to Restrain Market Growth

Rising environmental concerns such as deforestation and global warming owing to the cutting of trees limit the growth of the pulp-based items and restrain the market growth. Additionally, the large presence of locally organized and unorganized manufacturers of the tissue products affects the businesses of the prominent associated companies. Moreover, sudden disruption of the supply chain as well as trade barriers faced by several countries limit the business expansion for the companies in the international markets and hinder the market growth.


By Product Type Analysis

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Bath & Toilet Tissue Segment to Dominate the Global Market

Based on the product type, the tissue paper market is segmented into facial tissue, cotton towel, napkins, bath & toilet tissue, and others such as wrappers and specialty wipes. Bath & toilet segment dominates the market owing to the large consumption of the 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 during packaging of the delicate items as they provide support to the object body to avoid any loss. Therefore, wrapping tissues and specialty wipes segment witness 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 owing to its increasing use as a makeup remover. Sanitary napkin show a seasonal demand during cold weather as they are extensively adopted to clean the running nose caused by freezing cold.

By Application Analysis

Commercial Segment to Dominate the Market

Based on the application, the market is segmented into the household and commercial applications. Commercial applications include offices, restaurants, and hotels. The commercial segment holds a major share of the market owing to the large usage of tissues during food servicing and for table cleaning purposes in hotels and restaurants. Additionally, growing corporate sector housing facilities propel the demand for the facial wrappers and napkins as they are used in office canteens by the cooks and the customers to dry out their hands. The residential segment is expected to grow at a faster rate because of the rising awareness related to hygiene and cleanliness among the peoples.


Asia Pacific Tissue Paper Market Size, 2015-2026 (USD Billion)

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The market size in Asia Pacific stood at USD 22.59 billion in 2019.

Asia Pacific region is expected to hold a major share of the market during the forecast period. This is ascribable to factors such as the emerging production capability of the wood-based items in countries such as China, Japan, and the East Asian region. According to a data published by the China National Household Paper Industry Association in 2018, the total production capacity of China-based prominent companies associated with tissue paper industry such as Hengan Group, Gold Hongye Group, Vinda Group, had reached to over 1.454 million tons per year, 1.72 million tons per year, and 1.22 million tons per year respectively. Additionally, a large number of population in the countries such as China and India and the rising standard of living of the population will drive the market growth in the forthcoming 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 papers in countries such as the United States and Canada. According to the report “Issue with Tissue- How Americans are Flushing Down the Toilet” published by NRDC Organization, the United States 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 the wood and pulp based mills such as Domtar Inc., Resolute Forest Products, Cascades Inc., and others in the region. Moreover, 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. Furthermore, growing hospitality and tourism demand in the region will propel the demand for personal care products in the region. According to the report “European Tourism-Trends & Prospects” published by the European Travel Commission as of 2019, tourist arrivals have increased in the countries of Montenegro and Turkey by 50% and 12% over the last year.

The South America market is primarily driven by the increasing production capacity of the pulp-based products such as sanitary sheets, corrugated boxes, sacks, and boxboard in countries such as Chile, Argentina, Brazil, and Peru. According to the report “Global Forecast Products Facts & Figures 2018” published by the Food & Agriculture Organization of the United Nation (FAO), paper & paperboard production capacity in Brazil has increased by 7% in 2018 up from that in 2014. Changing lifestyles and increasing standard of living aids to drive the demand of the 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 is expected to grow by 6% between 2019 and 2022. Additionally, growing government promotional campaigns related to personal care and cleanliness in the sub-Saharan Africa region is likely to create demand for the sanitary wrappers for hand wash purposes. According to the report “National Hand Hygiene Behavior Change Strategy” published by the Department of Health Republic of South Africa, the government has launched a program named Integrated School Health Program, to promote hand hygiene awareness among the schools and colleges in Africa.

In terms of volume, the global tissue paper market size was 39.0 million tonnes in 2019 and is projected exhibit a CAGR of 3.7% during the forecast period.


Innovation and effective distribution channels are important factors for the growth of the market

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 of 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 are adopting merger and acquisition, and joint venturing strategies to build their supply chain capabilities and consolidate their international market presence.


  • Svenska Cellulosa AB (Sweden)

  • WEPA Group (Germany)

  • Unicharm Corporation (Japan)

  • The Procter & Gamble Company (U.S.)

  • CMPC Tissue SA (Chile)

  • Hengan Group (China)

  • Sofidel Group (Italy)

  • Kimberly-Clark (KCWW) (U.S.)

  • Cascades Tissue Group (Canada)

  • Kruger Inc. (Canada)

  • Asian Pulp & Paper (China)

  • Essity AB (Sweden)

  • Georgia-Pacific LLC (Canada)

  • Von Drehle Corporation (U.S.)

  • First Quality Tissue LLC (U.S.)


  • September 2019 – Cascades, a leader in the manufacturing of tissue and packaging products, acquired Orchid Paper Product’s assets, which will help the company to strengthen its operational and geographic position of the tissue segment.

  • January 2020: Cartiere Carrara, a leading producer of tissue products in Europe, acquired Carind S.R.L and CRC S.R.L, manufacturers of the sanitary products such as hand towels, napkins & toilet paper for its brand expansion and globalization purposes.


The market report provides a detailed tissue paper industry analysis of the market and focuses on crucial aspects such as leading companies, product types and applications.

An Infographic Representation of Tissue Paper Market

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Besides this, the report offers insights into the tissue paper market trends and highlights vital industry developments. In addition to the factors mentioned above, the report encompasses several factors that have contributed to the growth of the market over recent years.

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Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion) Volume (Thousand Tonnes)


By Product Type

  • Facial Tissue

  • Paper Towel

  • Wipes

  • Bath & Toilet Tissue

  • Others (Wrapping Tissues and Specialty Wipes)

By Application

  • Households

  • Commercial

By Geography

  • North America (U.S., Canada, and Mexico)

  • Europe (U.K., Germany, France, Italy, Spain, Russia, and Rest of Europe)

  • Asia-Pacific (Japan, China, India, Australia, South Korea, and Southeast Asia)

  • South America (Brazil, Argentina, Colombia, Chile, and Rest of South America)

  • Middle East & Africa (South Africa, UAE, Saudi Arabia, Egypt, Nigeria, and Rest of the Middle East & Africa)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 65.66 billion in 2019 and is projected to reach USD 102.57 billion by 2026.

In 2019, the market value stood at USD 102.57 billion.

Growing at a CAGR of 5.9%, the market will exhibit steady growth in the forecast period.

Bath & toilet segment is expected to be the leading segment under the product type in this market during the forecast period.

Increasing necessities for the personal care and sanitation augment the market growth.

Svenska Cellulosa AB, Hengan, St. Croix Tissue, CMPC Tissue SA are few of the leading players in the global market.

Asia Pacific region dominated the global market in 2019.

Growing demand for the environmentally friendly and recyclable sanitary items drive the adoption of the products.

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Tissue Paper Market Size, Share and Global Industry Trend Forecast till 2026
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