Tissue Paper Market Size
| Study Period | 2019 - 2029 |
| Market Size (2024) | USD 20.85 Billion |
| Market Size (2029) | USD 27.49 Billion |
| CAGR (2024 - 2029) | 5.68 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | North America |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Tissue Paper Market Analysis
The Tissue Paper Market size is estimated at USD 20.85 billion in 2024, and is expected to reach USD 27.49 billion by 2029, growing at a CAGR of 5.68% during the forecast period (2024-2029).
- With the global average consumption per person per year reaching 55 kg, the global tissue paper market is projected to witness a CAGR of 5.68%. A survey by AFRY found that global tissue consumption hit about 44 million tons in 2023, with estimates pointing toward a climb to 55 million tons by 2032. This growth is driven by increasing consumer demand for hygiene products, advancements in tissue paper manufacturing technologies, and expanding distribution networks.
- Regional growth in the tissue paper industry varies due to factors like raw material availability, environmental considerations, income disparities, and consumer behavior. For instance, regions with abundant raw materials and favorable environmental policies tend to have more robust growth. Conversely, areas facing raw material shortages or stringent environmental regulations may experience slower growth.
- Asia-Pacific, driven by rising disposable incomes, improving living standards, and rapid industrialization and globalization in nations like China, India, and Indonesia, is poised to experience the most significant growth during the forecast period. The region's expanding middle class and increasing urbanization contribute to higher tissue paper consumption. Government initiatives promoting sanitation and hygiene further boost the market’s growth in these countries.
- Factors such as a thriving tourism and hospitality sector, a growing global working-class population, and an increasing consumer emphasis on health and hygiene are set to propel the global tissue paper market. The tourism and hospitality industry, in particular, demands high volumes of tissue paper products, including toilet paper, facial tissues, and paper towels, to cater to the needs of travelers and guests. Moreover, the rising awareness of hygiene practices among consumers, especially in the wake of global health crises, has led to increased usage of tissue paper products in households and public spaces.
- However, the market's reliance on the pulp industry could face challenges, especially with mounting environmental concerns like deforestation and global warming, as trees are being felled at an alarming rate. The industry's environmental footprint, including water and energy consumption during production, also raises sustainability issues. To mitigate these challenges, companies are exploring alternative raw materials, such as recycled fibers and non-wood pulp sources, and investing in eco-friendly production processes to reduce their environmental impact.
Tissue Paper Market Trends
Bathroom Tissue Expected to Witness High Growth Rate
- Bathroom tissue stands out as the cornerstone of the tissue paper sector, propelled by a blend of necessity and the global adoption of Western bathroom norms. This segment's growth is fueled by a shift toward organic variants bolstered by rising incomes and governmental health initiatives. The market's expansion is also driven by advancements in production technologies, which enhance the quality and sustainability of tissue products.
- Developing nations are witnessing a heightened emphasis on hygiene, spurring further demand. As disposable incomes and living standards climb, there is a notable uptick in the preference for premium sanitary products. The increased urbanization and changing lifestyles in these regions contribute significantly to the market's growth as consumers seek more convenient and hygienic solutions.
- However, escalating raw material costs significantly challenge the global bathroom tissue market. The prices of pulp, the primary raw material for tissue paper, have been rising due to supply chain disruptions and increased demand. The emergence of innovative alternatives like electronic dryers is reshaping the market landscape. These products offer a more sustainable and cost-effective solution, potentially reducing the reliance on traditional bathroom tissue.
North America to Hold Largest Market Share
- American consumers lead globally in tissue paper usage by volume. Notably, toilet paper stands out as the dominant subsector, boasting a near-universal household penetration rate. This subsector includes various types of toilet paper, such as standard, premium, and ultra-premium, each catering to different consumer preferences and needs. The market increasingly pivots consumers toward premium offerings, which feature enhanced softness, strength, and additional layers.
- Market concentration characterizes the US consumer tissue landscape, with Kimberly-Clark, Procter & Gamble, and Georgia-Pacific collectively commanding about 80% of sales. These companies dominate through extensive product lines, strong brand recognition, and widespread distribution networks. Their market strategies often include significant investments in advertising, research & development, and sustainability initiatives to maintain their competitive edge.
- While the away-from-home segment thrives, there are challenges like the scarcity of recovered fiber and its declining quality, which compels players to rely more on virgin fiber. This segment includes products used in public restrooms, hotels, restaurants, and other commercial establishments. The shift toward virgin fiber is driven by the need to maintain product quality and meet consumer expectations despite the higher costs associated with virgin materials.
- Regional manufacturers are forging partnerships with pulp companies, a move aimed at cost reduction and bolstering long-term growth. These integrations involve vertical integration strategies where tissue manufacturers acquire or collaborate closely with pulp producers to secure a stable supply of raw materials. Yet, such integrations, while beneficial, can strain pulp capacity, thereby impacting the tissue market. Moreover, factors like fierce competition, market saturation, and pricing pressures are constraining the sector's growth. Companies are continuously innovating to differentiate their products and capture market share, but these efforts often lead to increased operational costs.
- Advancements in toilet paper manufacturing and design, coupled with an improving economic landscape, are pivotal drivers of the market's growth. Innovations include the development of biodegradable and environmentally friendly products, as well as improvements in production efficiency and product performance. Increasing per capita disposable incomes and consumer spending are also boosting the expenditure on toilet paper. This trend is further supported by changing consumer preferences toward higher-quality and more sustainable products, reflecting a broader shift in market dynamics.
Tissue Paper Industry Overview
The tissue paper market is highly fragmented due to high demand, a large number of market players, and numerous new players entering the market to have a stronghold by developing high-quality products for various end-user applications. Some of the key players include Kimberly-Clark Corporation, Georgia Pacific LLC (Koch Industries), SCA (Svenska Cellulosa Aktiebolaget), Procter & Gamble, Clearwater Paper Corporation, Wausau Paper Corp., and Kruger Products, among others.
Tissue Paper Market Leaders
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Kimberly-Clark Corporation
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Georgia Pacific LLC
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SCA (Svenska Cellulosa Aktiebolaget)
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Procter & Gamble
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Kruger Products
*Disclaimer: Major Players sorted in no particular order
Tissue Paper Market News
- June 2024: Georgia-Pacific, a prominent consumer product manufacturer, unveiled the reimagined ARIA brand. The centerpiece of this relaunch is 100% recycled, three-ply bath tissue, which aligns with the increasing consumer demand for sustainability while ensuring high standards of quality and softness.
- April 2024: Georgia-Pacific announced a USD 150 million investment to upgrade a paper machine at its Wauna, Oregon mill. This initiative will convert a 1965-era machine into a state-of-the-art facility dedicated to producing paper for Angel Soft and select private-label bath tissue brands. This strategic modernization effort enhances the mill's and the company's competitive position in the market.
Tissue Paper Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitutes
- 4.2.5 Intensity of Competitive Rivalry
- 4.3 Industry Value Chain Analysis
- 4.4 Assessment of COVID-19 Impact on the Industry
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Increased Spending on Hygiene
- 5.1.2 Technological Developments in Manufacturing Processes
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5.2 Market Challenges
- 5.2.1 Paper Production Impacts on the Environment
6. MARKET SEGMENTATION
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6.1 By Raw Material
- 6.1.1 Bleached Softwood Kraft Pulp (BSK)
- 6.1.2 Birch Hardwood Kraft Pulp (BHK)
- 6.1.3 High Yield Pulp (HYP)
- 6.1.4 Other Raw Materials
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6.2 By Product Type
- 6.2.1 Bathroom Tissue
- 6.2.2 Paper Napkins
- 6.2.3 Paper Towels
- 6.2.4 Facial Tissues
- 6.2.5 Speciality and Wrapping Tissue
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6.3 By Type
- 6.3.1 At Home
- 6.3.2 Away from Home
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6.4 By Geography
- 6.4.1 North America
- 6.4.2 Europe
- 6.4.3 Asia-Pacific
- 6.4.4 Latin America
- 6.4.5 Middle East and Africa
7. COMPETITIVE LANDSCAPE
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7.1 Company Profiles
- 7.1.1 Clearwater Paper Corporation
- 7.1.2 Kruger Products
- 7.1.3 Sofidel Group
- 7.1.4 Wausau Paper Corporation
- 7.1.5 Cascades Tissue Group Inc.
- 7.1.6 Procter & Gamble
- 7.1.7 Asia Pulp and Paper (APP)
- 7.1.8 SCA (Svenska Cellulosa Aktiebolaget)
- 7.1.9 Georgia Pacific LLC
- 7.1.10 Kimberly-Clark Corporation
- 7.1.11 Essity
- *List Not Exhaustive
8. INVESTMENT ANALYSIS
9. FUTURE OF THE MARKET
Tissue Paper Industry Segmentation
Tissue paper is a lightweight paper product typically made from recycled paper pulp. It is commonly used for wrapping, packaging, cleaning, and as a disposable hygienic product. The demand for tissue paper is driven by several factors, such as population growth, urbanization, improved living standards, health and hygiene awareness, and e-commerce growth, among others. These factors collectively contribute to the consistent and growing demand for tissue paper globally.
The study aims to analyze and understand the tissue paper market's current growth, opportunities, and challenges. The scope of market analysis is segmented by raw material (bleached softwood kraft pulp (BSK), birch hardwood kraft pulp (BHK), high yield pulp (HYP) and other raw materials), product type (bathroom tissue, paper napkins, paper towels, facial tissues, specialty and wrapping tissue), type (at home and away from home) and geography (North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Raw Material | Bleached Softwood Kraft Pulp (BSK) |
| Birch Hardwood Kraft Pulp (BHK) | |
| High Yield Pulp (HYP) | |
| Other Raw Materials | |
| By Product Type | Bathroom Tissue |
| Paper Napkins | |
| Paper Towels | |
| Facial Tissues | |
| Speciality and Wrapping Tissue | |
| By Type | At Home |
| Away from Home | |
| By Geography | North America |
| Europe | |
| Asia-Pacific | |
| Latin America | |
| Middle East and Africa |
Tissue Paper Market Research FAQs
How big is the Tissue Paper Market?
The Tissue Paper Market size is expected to reach USD 20.85 billion in 2024 and grow at a CAGR of 5.68% to reach USD 27.49 billion by 2029.
What is the current Tissue Paper Market size?
In 2024, the Tissue Paper Market size is expected to reach USD 20.85 billion.
Who are the key players in Tissue Paper Market?
Kimberly-Clark Corporation, Georgia Pacific LLC, SCA (Svenska Cellulosa Aktiebolaget), Procter & Gamble and Kruger Products are the major companies operating in the Tissue Paper Market.
Which is the fastest growing region in Tissue Paper Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).
Which region has the biggest share in Tissue Paper Market?
In 2024, the North America accounts for the largest market share in Tissue Paper Market.
What years does this Tissue Paper Market cover, and what was the market size in 2023?
In 2023, the Tissue Paper Market size was estimated at USD 19.67 billion. The report covers the Tissue Paper Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Tissue Paper Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
What are the key drivers of the Tissue Paper Market?
The Key factors driving the Tissue Paper Market are: a) Increasing hygiene awareness b) Rising disposable incomes c) Convenience of disposable tissue products d) Innovations in softness and strength
What are the key drivers of the Tissue Paper Market?
The Key factors driving the Tissue Paper Market are: a) Increasing hygiene awareness b) Rising disposable incomes c) Convenience of disposable tissue products d) Innovations in softness and strength
Tissue Industry Report
The Global Tissue Paper Market is experiencing significant growth, driven by an increased awareness of hygiene in both residential and commercial sectors. This demand extends across various products such as toilet paper, facial tissues, and wipes, with a noticeable shift towards eco-friendly options. Manufacturers are innovating in tissue paper manufacturing to meet the needs of eco-conscious consumers, offering products with enhanced germ protection, softness, and absorption.
The market's expansion is also supported by rising disposable incomes and public health initiatives. Despite challenges related to environmental concerns over deforestation and sustainability, the toilet paper segment remains essential due to its daily necessity. Advancements in manufacturing technology and sustainable practices are expected to continue driving the evolution of the tissue paper industry.
For a comprehensive understanding, Mordor Intelligence™ provides detailed market analysis, including market size, industry analysis, and market share. The report covers global market trends, industry statistics, and market value, offering insights into market growth and industry trends. Download a free report pdf sample for more information.
The tissue paper market is characterized by its market segmentation, with a focus on both at-home and away-from-home uses. The report example includes market data, market forecast, and market outlook, highlighting market leaders and industry sales. Industry reports and industry research offer a thorough industry outlook, while market review and market predictions provide a clear market overview.
Research companies are continuously contributing to industry information, ensuring that the market remains well-informed about the latest developments. The growth rate of the tissue paper market is expected to remain robust, driven by ongoing innovations and a strong emphasis on sustainability.
