Tissue Towel Market Size, Share, and Industry Analysis, By Type (Folded Towels, Rolled Towels, and Others), By Application (Away-From-Home (AFH) and Household), By Distribution Channel (Offline Stores and Online Stores/E-commerce), and Regional Forecast, 2025-2032

A tissue towel, also known as a paper towel, is an absorbent, disposable towel made from paper. Increasing global awareness regarding hygiene and sanitation, coupled with the growing emphasis on personal hygiene and cleanliness among individuals, propels the market growth.

Rising disposable incomes, especially among middle-class income groups, have led to increasing spending on household and personal care products. Several major industry participants are focusing on mergers and acquisitions to diversify their portfolios and expand their reach. For instance, in February 2023, Navigator Company, a Portugal-based pulp and paper products company, acquired Gomà-Camps Group's (a Spain-based tissue paper and related solutions company) consumer tissue business. According to the company, the acquisition will diversify its portfolio and strengthen its position.

Raid urbanization across developing countries has increased the demand for convenient and disposable hygiene products. Moreover, the demand for tissue towels among urban dwellers is growing significantly owing to the rising need for quick and easy cleaning solutions in fast-paced urban environments.

Fluctuating prices of the various raw materials, including virgin pulp & wood pulp, that are used in the manufacturing process due to supply chain disruptions, changes in demand, and economic conditions can lead to increased production costs and impact profit margins. In addition, disruptions in the supply chain, such as transportation strikes, port congestion, or geopolitical tensions, can lead to delays and increased costs in procuring raw materials.

Segmentation

Key Insights

The report covers the following key insights:

• Overview of the overall tissue towel industry.
• Supply Chain Analysis
• Industry SWOT Analysis
• Porter's Five Forces Analysis
• Recent Technological Advancements

Analysis by Type

Based on price, the global tissue towel market is segmented into folded towels, rolled towels, and others. The rolled towels segment is anticipated to dominate the market owing to the wide product availability and being a more cost-efficient & sustainable option. Moreover, the increasing usage of rolled towels across households, kitchens, and restaurants due to their ease of accessibility and placement fuels the segment's growth.

The folded towels segment is expected to grow significantly over the forecast period. Folded towels take less space than rolled towels, making them a preferred choice among consumers looking for space-saving options.

Analysis by Application

Based on application, the global market is bifurcated into household and away-from-home (AFH). The household segment held a major market share in 2023 owing to the rising number of residential units across countries and growing hygiene awareness worldwide.

The away-from-home (AFH) segment is expected to grow significantly during the forecast period. The away-from-home (AFH) segment includes various commercial sectors, including hospitality, healthcare, schools, and restaurants. The growing number of hotels and restaurants globally, coupled with rising demand from hospitals & clinics, will propel the segment's growth in the coming year.

Analysis by Distribution Channel

Based on distribution channel, the global tissue towel market is divided into offline stores and online stores/e-commerce. The offline stores segment held a major market share in 2023 due to the extensive range of products from various brands, providing consumers with several choices.

The online stores/e-commerce segment is expected to grow significantly in the coming years owing to increasing smartphone penetration coupled with the popularity of online shopping globally. Furthermore, consumer preference for online stores is rising significantly owing to the increasing availability of attractive offers, exclusive ranges, and discounts.

Regional Analysis

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The global market is geographically segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

North America is anticipated to lead the global tissue towel market during the forecast period due to the rising hygiene awareness among individuals, the growing hospitality & tourism industry, and the increasing availability of innovative & sustainable products. Several prominent players are launching eco-friendly products to diversify their portfolios across the region. For instance,

In May 2024, Bravo Paper Towels, a brand of Sellar, a U.S.-based paper and forest products company, launched its new Environmentally Friendly Bravo Paper Towels made from 90% curb-side recycled materials.

Europe is expected to grow at a significant rate throughout the forecast period. The presence of various prominent players, including WEPA Hygieneprodukte GmbH, Essity AB, Sofidel Group, Lucart S.p.A., and Metsa Group, offering a wide range of products, propel the market growth across the region.

Key Players Covered

The report includes the profiles of key players, such as Procter & Gamble, Kimberly-Clark Corporation, Georgia-Pacific, WEPA Hygieneprodukte GmbH, Essity AB, Sofidel Group, Cascades Canada ULC, Kruger, Lucart S.p.A., and Metsa Group.

Key Industry Developments

• December 2022: Marcal Paper, a New Jersey-based manufacturer of paper towels and tissue products, acquired von Drehle Corporation, a U.S.-based towel and tissue products company. According to the company, the acquisition will diversify its away-from-home market portfolio and expand its reach across the country.
• July 2021: Bounty, a paper towel brand of Procter & Gamble, partnered with Oh Joy!, a design company, to launch its new limited-edition colorful paper towel collection.