As per our research report, the tissue paper market is growing steadily worldwide and the global market will grow a CAGR of 4.88% from 2024 to 2029. The global tissue paper market size was valued at USD 25.86 billion in 2023 and will grow from USD 27.13 billion in 2024 to USD 34.43 billion by 2029.
People have considered tissue paper as an essential necessity long back. However, the adoption of these products has been limited only in the well-educated and developed regions until a few years back. But now the times have changed and people from developing and underdeveloped countries have begun being health conscious and using these tissue papers for related needs. The demand for tissue papers has been seen in residential places and commercial places such as offices, hospitals and others. In fact, the majority of the demand for tissue papers is actually coming from commercial places. The significance of personal hygiene and the usage of tissue paper are expected to accelerate in the coming years and will result in the growth of the global tissue paper market.
Growing disposable income is another major factor propelling the growth of the global tissue paper market. With an increasing income, people are more likely to spend on hygiene and convenience products and tissue paper comes at the top of the list in such. The growth in people's disposable income is likely to fuel the demand for tissue paper products and is expected to create demand for premium and well-sanitized tissue paper products. Such kind of happening can be clearly noticed in the developed and developing countries as people from such countries give more attention to the superior quality products. Furthermore, the growing middle-class population in some countries is anticipated to fuel the demand levels for tissue paper products as such populations are considering tissue paper as one of the important needs in their daily routine.
The growing efforts from the key market participants to introduce superior quality products in terms of design and absorption capacity are expected to drive global market growth. The growing tourism and hospitality industries and an increasing number of initiatives by the governments of several countries to promote personal hygiene are contributing to the growth of the global market. The rising emphasis of manufacturers of tissue paper products on manufacturing products that are environmentally friendly and green sustainable is promoting market growth.
On the other hand, environmental concerns such as deforestation and global warming and high costs associated with the raw materials required for the manufacturing of tissue paper products are majorly limiting the demand for these products and hampering the global market growth. Factors such as supply chain disruptions and competition from alternatives such as hand dryers are anticipated to inhibit the global tissue paper market growth.
The sales of tissue paper products had spiked significantly during the COVID-19 pandemic. People have realized the importance of being hygienic 10x better due to the COVID-19 pandemic. Considering the same, to protect themselves, people have increasingly started using various tissue paper products such as facial tissues, wipes, and others during the COVID-19 pandemic. Governments of several countries have imposed restrictions such as lockdowns and social gatherings to limit the spread of coronavirus among people. Such initiatives have limited the scope of people to roam free and purchase their daily needs on a requirement basis. During the COVID-19 pandemic, people have stocked products such as toilet paper, wipes and tissue paper at an increasing rate to avoid going out frequently and contaminated with the coronavirus. In addition to that, the World Health Organization (WHO) advised people to use tissue paper products to people during coughing and sneezing. Such initiatives have also contributed to the increased demand for tissue paper products during the COVID-19 pandemic. Likewise, the global tissue paper market has experienced a favorable impact from the COVID-19 pandemic.
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REPORT METRIC |
DETAILS |
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Market Size Available |
2023 to 2029 |
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Base Year |
2023 |
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Forecast Period |
2024 to 2029 |
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Segments Covered |
By Product, Application, Distribution Channel, and Region |
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Various Analyses Covered |
Global, Regional & Country Level Analysis, Segment-Level Analysis, Drivers, Restraints, Opportunities, Challenges, PESTLE Analysis, Porter’s Five Forces Analysis, Competitive Landscape, Analyst Overview on Investment Opportunities |
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Regions Covered |
North America, Europe, Asia Pacific, Latin America, Middle East and Africa |
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Market Leaders Profiled |
Kimberly-Clark Corporation, Procter & Gamble Co., Georgia-Pacific LLC, Essity AB, Sofidel Group, Cascades Inc., Metsä Group, Hengan International Group Company Limited, WEPA Group and Kruger Inc. |
Paper tissues are one of the essential needs in homes and are used for various purposes and this common need is majorly driving the growth of the segment.
The wet wipes segment occupied for a considerable share of the global market in 2022 and will grow at a healthy CAGR during the forecast period.
On the other hand, the facial tissues segment did well in 2022 in the worldwide market and is anticipated to showcase the highest CAGR among all segments in the global market based on product. The growing emphasis on face hygiene from people is primarily driving the growth of the facial tissues segment in the global market.
The domination of the at-home segment worldwide will be there in the coming years. The growing awareness among people regarding hygiene and cleanliness, especially in developing countries, and the increasing acceptance and usage of facial tissues and wet wipes among households are primarily propelling the growth of the at-home segment in the worldwide market.
The away-from-home segment will register healthy growth during the forecast period. An increase in the middle-class population worldwide, growing tourism and hospitality industries, and an increasing number of commercial spaces are contributing to the growth of the away-from-home segment in the global market.
The retail sector is growing considerably in developing countries such as India and China and in such countries, the retail sector is becoming well-organized, which is driving the segmental growth. During the forecast period, the online segment will showcase the highest CAGR in the worldwide market. The growing advertising efforts by the market participants to promote their products on online platforms and encourage them to purchase their tissue paper products via their e-commerce websites and other shopping portals is one of the major factors driving the growth of the online segment in the global market. The growing usage of smartphones and the internet in developing countries is further adding to the segmental growth.
The mass production of various wood-based products in the Asia-Pacific countries is one of the major factors driving the APAC tissue paper market. The rapid urbanization and increasing disposable income among people in the APAC countries are further propelling the growth of the tissue paper market in the Asia-Pacific region. The growing usage of tissue paper products, increasing middle-class population, increasing awareness around personal hygiene and growing hospitality industry in the Asia-Pacific region are further promoting the tissue paper market growth in the Asia-Pacific region. China, India, and Japan held the major share of the APAC market in 2023, and the same pattern is anticipated to repeat during the forecast period.
North America is another major regional market for tissue paper products worldwide and accounted for a considerable share of the worldwide market in 2023. The consumption of tissue paper products is high in North American countries such as the U.S. and Canada, which is one of the primary factors propelling the North American market growth. The growing awareness around biodegradable tissue paper products in North American countries is further fuelling the growth rate of the North American tissue paper market.
Europe is another lucrative regional market for tissue paper products worldwide and will grow at a prominent CAGR during the forecast period. France and Germany led the European market in 2023.
Latin America will grow at a healthy CAGR during the forecast period.
MEA will account for a moderate share of the global market during the forecast period.
Kimberly-Clark Corporation, Procter & Gamble Co., Georgia-Pacific LLC, Essity AB, Sofidel Group, Cascades Inc., Metsä Group, Hengan International Group Company Limited, WEPA Group and Kruger Inc. are some of the leaders in the global tissue paper market.
In October 2023, Suzanne, a Brazilian-based pulp and paper products manufacturer, announced an investment of 1.66 USD billion in the event of announcing the company's Q3’23 results. This huge investment is said to be used in the company's strategic plans and mainly in new tissue paper mills to address the growing demand for tissue paper products in the Brazilian and worldwide markets.
By Product
By Application
By Distribution Channel
By Region
Frequently Asked Questions
The global tissue paper market is estimated to be worth USD 25.86 billion in 2023.
A few of the noteworthy companies in the global tissue paper market are Kimberly-Clark Corporation, Procter & Gamble Co., Georgia-Pacific LLC, Essity AB, Sofidel Group, Cascades Inc., Metsä Group, Hengan International Group Company Limited, WEPA Group and Kruger Inc.
The paper tissue segment accounted for the major share of the worldwide market in 2022.
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