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Tissue Paper Market Size, Share & COVID-19 Impact Analysis, By Product Type (Facial Tissue, Paper Towel, Wipes, Bath & Toilet Tissue, and Others), Application (Household and Commercial), and Regional Forecast, 2023-2030

Last Updated: April 29, 2024 | Format: PDF | Report ID: FBI102847



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The global tissue paper market size was valued at USD 80.99 billion in 2022 and is projected to grow from USD 85.81 billion in 2023 to USD 133.75 billion by 2030, exhibiting a CAGR of 6.55% during the forecast period.

Tissue paper plays a crucial role in maintaining household sanitation and hygiene. The rising awareness of implementing necessary sanitation and hygienic practices among households and commercial places is a primary factor driving global tissue product demand. A large number of tissue paper products are utilized in corporate workplaces, catering places, and hospitals for cleaning and sanitary purposes. Nowadays, consumers prefer sanitizing property-based hygiene products to avoid bacterial and viral infections and maintain their health. Rising consumer demand for innovative tissue products offering enhanced protection against germs and viruses is further accelerating market growth.


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Shifting Consumer Preference Toward Eco-friendly Hygiene Products is a Prominent Trend

Manufacturers in the industry are developing innovative products to attract a consumer base. They are developing colored and textured products due to their increasing popularity. Moreover, companies focus on developing products made of sustainably sourced materials, including wood fiber, recycled paper pulp, and others, to reduce environmental degradation from plastic-based products.  For instance, in May 2021, WEPA Group, a German maker of sanitary products, introduced an eco-friendly toilet paper product made of recycled materials in the U.K.

Furthermore, the companies’ introduction of wipes and paper towels consisting of natural ingredients such as Aloe Vera, almond oils, and others will create new avenues for industry growth. Besides, fragranced products such as Procter & Gamble’s ‘Puffs Plus Lotion Facial Tissues,’ which have a scent of ‘Vicks’, are expected to gain significant traction in the market.


Increasing Necessities for Personal Care and Sanitation to Augment Market Development

Tissue paper is being universally used due to the growing awareness of the significance of maintaining proper health and hygiene. These convenient wiping products are widely used to cleanse the face, hands, and kitchen surfaces, and in diagnostic and research laboratories to clean instruments. Therefore, increasing hygiene awareness around the globe is the key driver of heightened product demand. According to the data presented by the Food and Agricultural Organization of United Nations (FAO), production of household & sanitary papers in China increased for local and international consumption from 10.99 million tons in 2020 to 11.25 million tons in 2021.

Additionally, rising residential and hospitality infrastructural facilities will further increase the demand for toilet and bathroom accessories, thus driving market growth. Furthermore, specialty wipes are widely used in hotels and restaurants to keep the ambience neat and clean. Therefore, the growing number of hotels & restaurants will accelerate product demand. For instance, Marriot International, a global hospitality firm, added more than 65,000 hotel rooms under its global expansion projects in 2022.

Product Innovation to Bode Well for Market Growth

In recent years, companies have been incorporating various innovations in the design of tissue paper products and offering their consumers soft and higher absorption capacity-based hygiene products. This factor supports the market’s future development. For instance, Bunzl R3 introduced an inventive, comprehensive line of multi-foldable and differently shaped towels, napkins, and other groceries to provide high-quality hygienic items to customers.

Moreover, governments worldwide introduce hygiene and cleanliness-related promotional campaigns to spread awareness of personal hygiene. These governmental efforts will increase sanitary goods globally. In April 2020, the 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’ populations. In addition, paper manufacturers’ focus on using recycled paper material to lower the burden of their virgin paper production process supports their business profitability.


Increasing Environmental Concerns are expected to Hamper Product Demand

Rising environmental concerns such as deforestation and global warming due to cutting trees limit the growth of pulp-based items and restrain product demand. Additionally, the significant presence of locally organized and unorganized manufacturers of tissue products affects the businesses of the prominent associated companies. The increasing need for paper increases the amount of wood required for paper manufacturing, eventually leading to deforestation. Deforestation has become a global issue that is negatively impacting market growth. Moreover, the fluctuation in the cost of raw materials affects the product's production, limiting product revenues globally.

The higher cost of technology and production processes also restricts product demand worldwide. Higher raw material costs increase production costs at the company level. This raises the final product's price and consequently hinders market growth.


By Product Type Analysis

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Bath & Toilet Tissue Segment to Dominate Due to Large Consumption of Cotton Towels and Napkins

Based on product type, the market is segmented into facial tissue, paper towels, wipes, bath & toilet tissue, and others.

The bath & toilet segment dominates the market owing to the large consumption of cotton towels and napkins for bathroom sanitation. The growing tourism and modernizing hospitality sectors have a high demand for quality tissue products. Hotels, restaurants, spa centers, and other sectors are intensively working to provide safety to their customers through innovative offerings of adequate sanitation, cleaning, and immaculate conditions. The value-added benefits and the increased premiumization are the essential factors in tissue innovation and development to drive the category's growth.

  • Kimberly-Clark Corporation is serving toilet paper and paper towels, viz., Andrex Shea Butter toilet tissue, which is enriched with shea butter sheets and a scented core to meet the demand for such innovative tissue products for several years.

The central focus of several end-users, households, and individuals on reducing bacterial impact and safeguarding human life, and the innovative offerings are some significant growth promoters for the toilet paper & paper towel segments.

By Application Analysis 

Commercial Segment to Dominate the Market due to Increasing Corporate Housing Facilities

Based on the application, the market is segmented into household and commercial applications.

Commercial applications include offices, restaurants, and hotels. The commercial segment holds a significant tissue paper market share due to the extensive use of tissues during food servicing and table cleaning in hotels and restaurants. Additionally, growing corporate 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. The demand and preferences of people are continuously evolving in the market, and consumers are looking for eco-friendly tissue products to contribute to a sustainable environment.

  • According to survey data published by the Ministry of Agriculture and Forestry, Government of Finland, nearly 50% of European paper products are sourced from recycled paper.


Asia Pacific Tissue Paper Market Size, 2022 (USD Billion)

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The worldwide market is segregated into the North America, Europe, Asia Pacific, South America, and Middle East & Africa regions.

The Asia Pacific region is expected to hold a significant market share during the forecast period. This is attributable 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 were in mainland China in 2019. Additionally, the growth is primarily coming from populated countries such as China, India, and Japan, propelling the overall market growth in the region owing to its increased utility in the growing food and food services sector.

  • According to the statistical data presented by the U.S. Department of Agriculture (USDA), China’s hotels, restaurants, and the institutional sector recorded USD 687 billion in sales revenue in 2019, 9% up over the previous year. The growth in the hotel and restaurant sector further fuels the demand for different tissue papers in the country.

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 the NRDC Organization, the U.S. consumes an enormous amount of toilet rolls, valued at USD 11.2 billion annually. Moreover, the market is characterized by the robust presence of wood and pulp-based mills such as Domtar Inc., Resolute Forest Products, and Cascades Inc. The demand for tissue paper continues to grow in the region, and innovations have led to new product associations with corporations, institutions, households, and others.

  • According to the report published by The World of Tissue, tissue products in North America hold more than 50% of the disposable paper products market every year.

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. France and Germany are the two major markets in Europe. The product demand in the region is propelled by the increasing tourism sector coupled with the rising emergence of luxurious hotels & rooms for tourists. The modernization and increased awareness of hygiene and safety among tourists have positively impacted the demand for tissue paper products.

  • According to the data published by the European Union (EU), the number of nights spent by foreign tourists in Europe increased from 412.5 million in 2020 to 587.8 million in 2021.

South America is one of the fastest-growing emerging markets, increasingly contributing to the world revenue of the tissue paper industry. The drivers for growth in the region are associated with increased awareness coupled with raising hygienic standards among the people, economic growth, and others. The increasing production capacity of pulp-based products such as clean sheets, corrugated boxes, sacks, and boxboards in Chile, Argentina, Brazil, and Peru primarily drives the South American market. According to 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.

The Middle East & African market is primarily driven by the flourishing beverage industry, which gives rise to the consumption of beverage napkins. According to the data presented by the United States Department of Agriculture (USDA), in 2021, production of food and beverage products for local consumption in the UAE reached 2.3 metric tons.

The African region is likely to demand sanitary wrappers for handwashing. According to the report “National Hand Hygiene Behavior Change Strategy”, published by the Department of the Health Republic of South Africa, the government has launched the Integrated School Health Program to promote hand hygiene awareness among African schools and colleges.


Hygiene Awareness Amid COVID-19 Pandemic Accelerated Market Growth

Consumers increasingly use such paper to keep their environment clean and sanitized, thereby avoiding coronavirus infection. They prefer stocking up on toilet paper, wipes, and other grocery items to avoid a shortage of essential daily items amid COVID-19 lockdown restrictions. This factor has significantly increased worldwide demand for facial wraps 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, facial tissue sales in Canada had increased by 250%.

  • The World Health Organization recommends the use of tissues for managing coughing or sneezing. In March 2020, the World Health Organization (WHO) released guidelines, ‘Getting your workplace ready for COVID-19’, and advised pre-ordering a sufficient quantity of tissue products to maintain hygiene practices.


Innovation and Effective Distribution Channels Are Essential for Market Growth

Supply chain & inventory management is essential for companies to maintain tissue item manufacturing capacity. 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 paper & pulp-based items and effectively utilize the raw material to improve environmental sustainability. Following this, prominent companies associated with the market, such as CMPC and Hengan Inc., implement various investment strategies to achieve the required returns on their market investments. The investment involves acquisitions & mergers, expanding manufacturing capacity, and replacing the older machines with newer ones to match the regulatory compliance requirements.



  • January 2023 - Bampooh LLC. launched a BPA-free, sustainable bamboo toilet paper product in the U.S. market.

  • October 2022 – Suzano SA, a Brazilian pulp maker, has signed a deal to acquire Kimberly Clark’s tissue paper operations in the country. The acquisition is claimed to increase the tissue operations to a manufacturing capacity of around 280,000 TPA.

  • February 2022 – Kruger Products launched its Bonterra household paper products line in Canada. The products include bath tissue, paper towel, facial tissue, etc., made from responsibly sourced materials in plastic-free packaging.

  • July 2021 -  Sofidel Group, a global provider of household paper solutions, launched ‘Nicky Paper Pack,’ an eco-friendly, biodegradable material-based paper packaging to replace its traditional plastic packaging of paper products.

  • December 2021 – The Middle East Paper Co. (‘MEPCO’), Saudi Arabia’s vertically integrated paper manufacturer, inaugurated its 60,000 tons per annum jumbo tissue roll manufacturing facility in King Abdullah Economic City (KAEC).


An Infographic Representation of Tissue Paper Market

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The tissue paper research report provides a detailed market analysis and focuses on crucial aspects such as leading companies, product types, and applications. 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 market outlook has several factors that have contributed to the market's growth over recent years and estimates the tissue paper market forecast in the coming years.

TISSUE PAPER MARKET Report Scope & Segmentation



Study Period


Base Year


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 6.55% from 2023 to 2030


Value (USD Billion) & Volume (Million Tonnes)


By Product Type, Application, and Geography


By Product Type

  • Facial Tissue

  • Paper Towel

  • Wipes

  • Bath & Toilet Tissue

  • Others

By Application

  • Household

  • Commercial

North America (By Product Type, Application, and Country)

  • U.S.

  • Canada

  • Mexico

Europe (By Product Type, Application, and Country)

  • Germany

  • U.K.

  • France

  • Italy

  • Spain

  • Russia

  • Rest of Europe

Asia Pacific (By Product Type, Application, and Country)

  • China

  • India

  • Japan

  • South Korea

  • Australia

  • Southeast Asia

South America (By Product Type, Application, and Country)

  • Brazil

  • Argentina

  • Colombia

  • Chile

  • Rest of South America

Middle East and Africa (By Product Type, Application, and Country)

  • South Africa

  • UAE

  • Saudi Arabia

  • Egypt

  • Nigeria

  • Rest of Middle East & Africa

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 80.99 billion in 2022 and is projected to reach USD 133.75 billion by 2030.

In 2022, the Asia Pacific market value stood at USD 26.33 billion.

Growing at a CAGR of 6.55%, the market will exhibit steady growth in the forecast period (2023-2030).

During the forecast period, toilet paper is expected to be the leading segment under the product type in this market.

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

Svenska Cellulosa AB, Hengan, St. Croix Tissue, and CMPC Tissue SA are some of the major players in the global market.

Asia Pacific dominated the market share in 2022.

Growing demand for environmentally friendly and recyclable sanitary items drives the productsadoption.

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