The global baby tissue paper market is projected to expand at a substantial CAGR during the forecast period. This growth is attributed to the increasing awareness, urbanization, and rising demand for westernized and hygienic standards of living.



Baby tissue papers are dispensable papers/fabrics used to clean the sensitive skin of newborn babies. These materials are produced by using non-woven materials such as those utilized as a part of dryer sheets. They are either dry or wet filled with a liquid solution with tender cleaning ingredients. Baby tissue papers are sold in plastic tubs that keeps the tissues dry/damp and facilitate easy dispensing of the product.

Market Trends, Drivers, Restraints, and Opportunities:

• Rapid urbanization, and surge in disposable income are some of the key trends fueling the growth of the baby tissue paper market.
• Increasing number of supermarket/hypermarkets which provide wide range of choices is expected to increase the demand for baby tissue papers among consumers. This, in turn, is driving the growth for the market.
• Increasing awareness about cleanliness, hygiene and benefits provided by the product is boosting the market growth.
• Environmental concerns due to the raw materials used to manufacture baby tissues such as plastics and polymers are either non-biodegradable or require lot of time and efforts to degrade. Therefore, these areas are a major threat to the environment and hampers the growth of the market.
• Globally, the retail space is widening, which is one of the positive trends that is going to foster the growth of the market during the forecast period. The sales of baby tissue papers through supermarket and hypermarket are also surging the growth of the market.

Scope of the Report

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Tissue Paper Market Size 2025-2029

The tissue paper market size is forecast to increase by USD 30 billion, at a CAGR of 5.7% between 2024 and 2029.

The market is experiencing significant growth due to several key trends and factors. In developing economies, there is a rising concern for health and hygiene, leading to an increase in demand for tissue paper. Additionally, the adoption of e-commerce is surging, providing tissue paper manufacturers with new sales channels and opportunities.
However, the market faces challenges from prominent substitutes, such as reusable cloths and wet tissue and wipes, which could potentially impact the market's growth. Overall, these trends and factors are shaping the future of the market and are expected to drive its growth in the coming years.

What will be the Size of the Tissue Paper Market During the Forecast Period?

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The market encompasses a wide range of products used for hygiene and household sanitation purposes. This market includes toilet paper, paper tissues, baby diapers, wipes, paper towels, and face masks. The demand for these products is driven by the increasing awareness of personal and public health, particularly in the context of germs and viruses. The healthcare sector is a significant consumer of tissue paper products, with hospitals and clinics utilizing large quantities for patient care. Similarly, corporate workplaces and catering places prioritize hygiene and cleanliness, leading to increased demand for tissue paper. In recent times, the market has seen a rise in demand for eco-friendly tissue paper products made from recycled paper pulp and sustainably sourced materials.
Consumers are increasingly conscious of their environmental impact and prefer products that align with their values. Product innovation is a key trend in the market, with companies introducing natural ingredients and advanced technologies to enhance product performance and appeal to consumers. The bath & toilet segment and residential segment are the largest contributors to the market's growth, with online sales channels gaining popularity due to their convenience and accessibility. The raw materials used in the production of pulp-based items, such as trees, are a concern for some consumers due to deforestation and its environmental impact. As a result, companies are focusing on reducing their environmental footprint by sourcing materials sustainably and implementing efficient production processes.

How is the Tissue Paper Market Segmented?

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Application

  Commercial
  Residential


Distribution Channel

  Hypermarkets and supermarkets
  Convenience stores
  Online retail
  Drug and pharmacy stores


Product

  Toilet paper
  Facial tissue
  Paper towel
  Others


Geography

  APAC

    China
    India
    Japan


  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  South America

    Brazil


  Middle East and Africa

By Application Insights

The commercial segment is estimated to witness significant growth during the forecast period.

The market encompasses the production and distribution of tissue products, including toilet paper, wipes, and paper towels, for commercial and non-residential applications. The commercial segment, which includes workplaces, hotels, hospitals, restaurants, spas, beauty parlors, fashion studios, and aircraft, is expected to witness significant growth due to the increasing demand for disposable products. Factors driving this growth include the rising number of travelers and the importance of maintaining hygiene in various industries. Tissue paper is commonly used in these settings due to its convenience and disposability. Additionally, the trend toward using sustainably sourced materials, such as wood fiber and recycled paper pulp, and eco-friendly options, is gaining momentum in the market.

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The commercial segment was valued at USD 47.50 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 37% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The Asia Pacific (APAC) region is experiencing significant growth in the market due to several factors. The aging population and increasing incomes have driven demand for hygiene products, including tiss

Consumer Tissue Paper Market Outlook

The global consumer tissue paper market size was valued at USD 70 billion in 2023 and is projected to reach USD 95 billion by 2032, registering a CAGR of 3.5% during the forecast period. One of the key growth factors in this market is the increasing awareness of hygiene and cleanliness, which has significantly driven the demand for tissue papers worldwide.

The rising urbanization and changing lifestyle patterns have contributed substantially to the growth of the consumer tissue paper market. As more people migrate to urban areas, the demand for hygienic and convenient products like tissue paper surges. Urban households tend to have higher disposable incomes, which allows them to spend more on quality tissue paper products. Moreover, the increasing nuclear family structure further augments the need for personal hygiene products, including tissue papers.

Another significant growth factor is the growing awareness of health and sanitation. Governments and health organizations across the globe are actively promoting hygiene practices, especially in public places. This has led to an increased usage of tissue papers in commercial spaces such as offices, restaurants, and healthcare facilities. The COVID-19 pandemic has further accentuated the importance of hygiene, boosting the demand for tissue papers as a preventive measure against infections.

Technological advancements and innovations in the production of tissue paper also play a crucial role in market growth. Manufacturers are constantly investing in research and development to produce tissue papers that are more durable, softer, and environmentally friendly. The introduction of recycled and biodegradable tissue papers has been well-received by environmentally conscious consumers, thereby driving market expansion.

The demand for Baby Tissue Paper has been on the rise as parents increasingly prioritize hygiene and convenience for their infants. These specially designed tissues are gentle on a baby's delicate skin, making them an essential item in nurseries and diaper bags. The softness and safety of baby tissue papers are key factors that appeal to parents, ensuring that they provide the best care for their children. With the growing awareness of infant hygiene, manufacturers are focusing on producing hypoallergenic and fragrance-free options to cater to sensitive skin. This segment is expected to see continued growth as more parents opt for high-quality, safe, and effective hygiene solutions for their babies.

In terms of regional outlook, Asia Pacific is anticipated to witness the highest growth rate during the forecast period. The rapid economic development, increasing population, and growing awareness about hygiene in countries like China and India contribute significantly to the market's growth. North America and Europe are expected to maintain steady growth due to the well-established personal care and hygiene markets in these regions. Latin America and the Middle East & Africa are also poised to experience moderate growth, driven by improving economic conditions and increasing urbanization.

Product Type Analysis

The consumer tissue paper market can be segmented by product type into toilet paper, facial tissue, paper towels, napkins, and others. Toilet paper holds the largest share in this segment due to its indispensable nature in daily hygiene routines. The demand for toilet paper is consistently high, driven by both residential and commercial uses. Innovations in toilet paper, such as improved softness and strength, have further pushed its market growth. Emerging markets are also seeing a rise in demand as sanitation practices improve.

Facial tissues are another significant segment, primarily used for personal hygiene and skincare. This segment is driven by the increasing focus on facial care and cleanliness. The convenience of carrying facial tissues and their multifaceted use—from makeup removal to handling runny noses—contributes to its growing demand. Premium facial tissues with added benefits such as moisturizing lotion and antibacterial properties are gaining popularity, further propelling market growth.

Paper towels are widely utilized in both residential kitchens and commercial settings such as restaurants and hotels. The ability of paper towels to quickly absorb liquids makes them indispensable for cleaning and drying purposes. The commercial sect

The revenue is forecast to experience significant growth in all segments in 2029. Concerning the seven selected segments, the segment Toilet Paper has the largest revenue with 35.9 billion U.S. dollars. Contrastingly, Face Masks is ranked last, with 556.44 million U.S. dollars. Their difference, compared to Toilet Paper, lies at 35.3 billion U.S. dollars. Find further statistics on other topics such as a comparison of the average volume per capita in New Zealand and a comparison of the revenue in the world. The Statista Market Insights cover a broad range of additional markets.

The revenue is forecast to experience significant growth in all segments in 2029. Concerning the seven selected segments, the segment Toilet Paper has the largest revenue with 3.7 billion U.S. dollars. Contrastingly, Face Masks is ranked last, with 208.94 million U.S. dollars. Their difference, compared to Toilet Paper, lies at 3.5 billion U.S. dollars. Find further statistics on other topics such as a comparison of the price per unit in Nigeria and a comparison of the average revenue per capita in Hungary. The Statista Market Insights cover a broad range of additional markets.

The global toilet tissue wipe market, encompassing both baby and adult wipes, is experiencing robust growth, driven by increasing hygiene awareness, rising disposable incomes, and the convenience offered by these products over traditional toilet paper. The market's expansion is further fueled by the burgeoning online sales channel, offering consumers a seamless and efficient purchasing experience. While offline sales remain significant, the online segment exhibits a higher growth trajectory, reflecting evolving consumer preferences and the expanding reach of e-commerce platforms. Baby wipes constitute a substantial portion of the market, propelled by the growing number of infants and increasing parental preference for convenient and hygienic baby care solutions. However, the adult segment is also demonstrating significant growth, driven by an increasing awareness of personal hygiene and the rising adoption of wet wipes for better cleansing and skin care. Key players like Kimberly-Clark, P&G, and Vinda are leveraging their strong brand equity and extensive distribution networks to maintain market dominance. However, smaller, niche players specializing in eco-friendly or specialized wipes are emerging, challenging the established players and broadening consumer choices. Geographic distribution reveals strong market penetration in North America and Europe, reflecting high disposable incomes and established hygiene standards. However, the Asia-Pacific region is poised for significant growth, driven by rapidly expanding economies, rising middle classes, and increasing urbanization. Challenges to the market include concerns about environmental impact due to the non-biodegradability of many wipe materials and the growing consumer preference for sustainable alternatives. Regulatory changes regarding plastic waste and the increasing focus on biodegradable materials are likely to reshape the market landscape in the coming years. Companies are actively investing in research and development to produce more eco-friendly and sustainable options, which will be critical for sustained growth in the long term. Furthermore, pricing pressures and intense competition among established and emerging brands necessitate strategic product innovation and marketing initiatives to capture market share.

The revenue change in the 'Baby Diapers' segment of the tissue & hygiene paper market in the United States was forecast to continuously decrease between 2024 and 2029 by in total 2.2 percentage points. After the sixth consecutive decreasing year, the indicator is estimated to reach 0.89 percent and therefore a new minimum in 2029. Find further information concerning average price per unit (PPU) in Russia and revenue in Russia. The Statista Market Insights cover a broad range of additional markets.

The global baby moisturizing tissue market is projected to reach a value of XXX million by 2033, exhibiting a CAGR of XX% during the forecast period (2025-2033). Growing awareness of baby skincare and hygiene, along with the increasing disposable income of parents, are the key drivers of this market. Furthermore, the rising number of infants globally and the trend towards using natural and organic baby care products are fueling market growth. North America and Europe are the dominant regions in the baby moisturizing tissue market due to their high awareness of baby skincare and the presence of established manufacturers. However, the Asia Pacific region is expected to witness significant growth in the coming years, owing to the increasing birth rates in countries like China and India. Key players in the market include Johnson's Baby, Pampers, Huggies, Daio Paper Corporation, Kimberly-Clark, Curity, MamyPoko, Nestle Baby, Bebefox, Mediheal, Pola, L'Oreal Baby, Mentholatum, Babylove, Sebamed, Vinda, Unifree, and CoRou. These companies are focused on product innovation and marketing initiatives to gain a competitive edge in the market.

The global Tissue and Hygiene market size will be USD XX million in 2024. The Tissue and Hygiene market will show the strongest growth, with a compound annual growth rate (CAGR) of XX% from 2024 to 2031.

North America held the largest share of XX% in the year 2024 
Europe held a share of XX% in the year 2024 
Asia-Pacific held a significant share of XX% in the year 2024 
South America held a significant share of XX% in the year 2024
Middle East and Africa held a significant share of XX% in the year 2024 

Key driver for the Tissue and Hygiene Market

Rising awareness for hygiene and health is driving the market of tissue and hygiene

There is a rising awareness about health and hygiene which is largely influencing the usage of tissues to prevent harmful diseases because of spreading bacteria and improper hygiene. According to global health experts, hygiene is the Number 1 factor in human health worldwide. Handwashing and hand drying are extremely important as they prevent bacteria and germs from existing and breeding. Statistically, 80% of infections are spread by the hands. However, washing hands is not sufficient alone as drying hands is also as important.

For instance, researchers have found that many bacteria are transferred to tissue papers due to the mechanical abrasive action of drying with tissue paper towels. Furthermore, the COVID-19 pandemic also played a major role in increasing awareness of tissue paper and hygiene products. The pandemic significantly altered people’s views on hygiene, with their health and well-being gaining importance. Therefore, lifestyle habits also shifted with consumers becoming more aware of hygiene products. Moreover, public health campaigns and education are influencing consumers towards greater application of hygiene products like tissue papers and paper towels.

Tissue papers are also good at sucking oil and dirt as it prevents germs, bacteria, and viruses. Because of their absorbency feature. Absorbency is also the main reason for using tissues in kitchens and bathrooms. In addition, it is also used for the health of the skin and cleanliness. Facial tissue paper performs a significant function in reducing the ability of the surface to retain dirt, oil, and bacteria while avoiding any scratching of the surface. This way it also controls infections. Therefore, the demand for tissue papers and hygiene products is rising due to versatility in applications, mainly for maintaining hygiene for hands and face. Thus, rising awareness for hygiene and health is driving the market of tissue and hygiene.

Restraints for the Tissue and Hygiene Market

Environmental concerns over the raw material and disposal of tissue and hygiene products hamper the market growth

The raw material used to produce tissue paper and hygiene products like napkins, toilet rolls, tissues, and baby wipes is wood pulp which is obtained primarily from trees, specifically wood fibers from both softwoods like pine, spruce, and fir and hardwoods like birch, aspen, and eucalyptus. This Pulp is made by breaking down the fibrous part of plants or trees. So, consumers are concerned for the environment as the tissue and hygiene market is using trees for its wood pulp enormously, leading to deforestation and destruction of habitat which has further resulted in global warming. For instance, approximately 27,000 trees are harvested daily just for using their pulp as raw materials in toilet paper manufacturing. This equates to approximately 15 million trees per year. These effects of tree loss, or deforestation, are particularly significant as deforestation results in soil erosion and therefore, disrupts the water cycle, which further leads to flooding and droughts. Trees are an essential component of our ecosystem as they regulate the climate by absorbing carbon dioxide and other pollutants. Consequently, fragile ecosystems and respective animal habitats are disrupted which poses a major risk for Earth’s biodiversity. Secondly, the disposal of used tissue paper and hygiene products is also a major environmental concern as it causes toxic exposures, air pollution, water pollution, climate change, ecosystem damage, etc. For instance, tons of tissue napkins are dumped in landfills annually which takes years to perish. If these napkins are thrown in a plastic or garb...

The size and share of this market is categorized based on Product Type (Adult Wet Toilet Paper, Baby Wet Toilet Paper, Flushable Wet Toilet Paper, Non-Flushable Wet Toilet Paper, Sensitive Skin Wet Toilet Paper) and Distribution Channel (Online Retail, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies, Specialty Stores) and End User (Household, Commercial, Healthcare, Hospitality, Personal Care) and geographical regions (North America, Europe, Asia-Pacific, South America, Middle-East and Africa).

The revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in Brazil was forecast to continuously increase between 2024 and 2029 by in total 785 million U.S. dollars (+50.59 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 2.3 billion U.S. dollars and therefore a new peak in 2029. Find more key insights for the revenue in countries and regions like the revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in the world and the average revenue per capita in the tissue & hygiene paper market in Lithuania. The Statista Market Insights cover a broad range of additional markets.

The revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in Japan was forecast to continuously increase between 2024 and 2029 by in total 0.3 billion U.S. dollars (+19.87 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 1.78 billion U.S. dollars and therefore a new peak in 2029. Find further information concerning the price per unit in the 'Baby Diapers' segment of the tissue & hygiene paper market in Denmark and the volume in the 'Baby Diapers' segment of the tissue & hygiene paper market in the United Kingdom. The Statista Market Insights cover a broad range of additional markets.

The global toilet care wipe market is experiencing robust growth, driven by increasing consumer awareness of hygiene and convenience, particularly in developed regions. The market's expansion is fueled by several key factors: rising disposable incomes enabling consumers to adopt premium and convenient hygiene solutions, the growing preference for wet wipes over traditional toilet paper, particularly amongst younger demographics, and the increasing adoption of eco-friendly and biodegradable options. The market segmentation reveals a significant share held by the commercial use segment, attributed to widespread adoption in public restrooms and healthcare facilities. Household use is also a substantial segment, witnessing continuous growth propelled by convenience and individual hygiene concerns. Within product types, organic toilet care wipes are gaining traction due to rising health consciousness and demand for sustainable products, presenting significant opportunities for market players. However, regulatory restrictions concerning biodegradable materials and environmental concerns regarding the disposal of wipes pose challenges to the market's sustained growth. Competitive dynamics are intense, with established players such as Kimberly-Clark and P&G competing alongside smaller, specialized brands focused on organic and sustainable products. Geographic analysis reveals North America and Europe currently dominate the market, but Asia-Pacific is projected to witness significant growth over the forecast period due to rising disposable incomes and evolving hygiene practices within the region. The market's future trajectory hinges on manufacturers' ability to innovate sustainable and eco-friendly solutions while maintaining consumer demand for convenience and hygiene. The forecast period (2025-2033) anticipates a sustained CAGR in the market, driven by the factors mentioned above. The market size is expected to surpass previous estimates due to increased adoption rates across diverse regions. While the base year of 2025 presents a strong starting point, the coming years will witness intense competition necessitating robust marketing strategies and product innovation to maintain and enhance market share. The ongoing shift towards sustainable and eco-friendly products represents a significant opportunity for market participants to differentiate themselves and capture a larger segment of consumers concerned about environmental impact. Successful navigation of these market dynamics will depend upon a clear understanding of consumer preferences, technological advancements in wipe material and biodegradable options, and effective regulatory compliance strategies.

The volume in the 'Baby Diapers' segment of the tissue & hygiene paper market in Indonesia was forecast to continuously increase between 2024 and 2029 by in total 52.1 thousand tons (+17.48 percent). After the tenth consecutive increasing year, the indicator is estimated to reach 350.21 thousand tons and therefore a new peak in 2029. Notably, the volume of the 'Baby Diapers' segment of the tissue & hygiene paper market was continuously increasing over the past years.Find further information concerning the average revenue per capita in the tissue & hygiene paper market in Norway and the average revenue per capita in the tissue & hygiene paper market in Canada. The Statista Market Insights cover a broad range of additional markets.

The global revenue in the tissue & hygiene paper market was forecast to continuously increase between 2024 and 2029 by in total 100.7 billion U.S. dollars (+28.64 percent). According to this forecast, in 2029, the indicator will have increased for the seventh consecutive year to 452.4 billion U.S. dollars. Find more in-depth information regarding the revenue concerning the baby diapers segment of the tissue & hygiene paper market in the United States and the revenue concerning the baby diapers segment of the tissue & hygiene paper market in the United Kingdom. The Statista Market Insights cover a broad range of additional markets.

Market Size and Growth: The Europe paper towel market was valued at USD 53.23 million in 2023 and is projected to grow at a CAGR of 2.79% during the forecast period of 2023-2033. The increasing demand for hygiene and sanitation, particularly in residential and commercial settings, is driving the market growth. Additionally, advancements in technology and the introduction of eco-friendly paper towels are further boosting market expansion. Key Trends and Dynamics: Major trends shaping the Europe paper towel market include the growing preference for sustainable products, the increasing use of paper towels for cleaning and disinfection, and the rise of e-commerce. The market is also witnessing the emergence of online subscription services for paper towels, offering convenience and cost-effectiveness to consumers. Key drivers include the growing population, rising disposable income, and the increasing awareness about the importance of hygiene. Restraints include environmental concerns and the availability of alternative products such as reusable cloths and microfiber towels. Recent developments include: February 2024: Metsä Group invested in three new converting lines for Mariestad’s tissue paper mill in Sweden. The expansion is centered on sustainable fresh fiber production, with 80% of the total fresh fiber production coming from the mill after the expansion in the second half of 2025., January 2024: Ontex Group launched a baby swim pants line for retailers based on its growing baby pants manufacturing platform, HappyFit. These swim pants have been designed to remain comfortable in the water without swelling and stay in place due to side elastics and soft and colorful material.. Key drivers for this market are: Increase in Trend of Take-away Food, Growing Awareness Regarding Hygiene. Potential restraints include: Growing Concerns over Deforestation, Operational Concerns for Manufacturers, and Increasing Raw Material Prices. Notable trends are: The Toilet Paper Segment is Expected to Hold a Major Market Share.

The average revenue per capita is forecast to experience significant growth in all segments in 2029. Concerning the seven selected segments, the segment Toilet Paper has the largest average revenue per capita with 18.62 U.S. dollars. Contrastingly, Face Masks is ranked last, with 0.54 U.S. dollars. Their difference, compared to Toilet Paper, lies at 18.08 U.S. dollars. Find further statistics on other topics such as a comparison of the average revenue per capita in Austria and a comparison of the revenue in Brazil. The Statista Market Insights cover a broad range of additional markets.

The revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in China was forecast to continuously increase between 2024 and 2029 by in total 5.6 billion U.S. dollars (+45.98 percent). After the ninth consecutive increasing year, the indicator is estimated to reach 17.79 billion U.S. dollars and therefore a new peak in 2029. Find more key insights for the revenue in countries and regions like the average revenue per capita in the tissue & hygiene paper market in the world and the revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in Japan. The Statista Market Insights cover a broad range of additional markets.

O tamanho e a participação do mercado são categorizados com base em Product Type (Adult Wet Toilet Paper, Baby Wet Toilet Paper, Flushable Wet Toilet Paper, Non-Flushable Wet Toilet Paper, Sensitive Skin Wet Toilet Paper) and Distribution Channel (Online Retail, Supermarkets/Hypermarkets, Convenience Stores, Pharmacies, Specialty Stores) and End User (Household, Commercial, Healthcare, Hospitality, Personal Care) and regiões geográficas (América do Norte, Europa, Ásia-Pacífico, América do Sul, Oriente Médio e África)

The revenue in the 'Baby Diapers' segment of the tissue & hygiene paper market in the United Kingdom was forecast to continuously increase between 2024 and 2029 by in total 197.1 million GBP (£) (+19.96 percent). After the seventh consecutive increasing year, the indicator is estimated to reach 1.2 billion GBP (£) and therefore a new peak in 2029. Find other key market indicators concerning the volume and revenue growth. The Statista Market Insights cover a broad range of additional markets.