In 2024, the Chinese tissue paper market decreased by -9.2% to $16.9B, falling for the third year in a row after five years of growth. The market value increased at an average annual rate of +2.5% over the period from 2012 to 2024; the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, the market hit record highs at $20.8B in 2021; however, from 2022 to 2024, consumption failed to regain momentum.

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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, driven by increasing concerns about health and hygiene in developing economies. This trend is particularly evident in regions with rising disposable income and urbanization, as consumers prioritize personal cleanliness and sanitation. Another key driver is the increasing adoption of e-commerce, enabling greater access to tissue paper products for consumers in remote areas or those with limited physical retail options. However, the market faces challenges as well. The threat of prominent substitutes, such as reusable cloth or homemade alternatives, persists, particularly in price-sensitive markets.
Companies must differentiate themselves through product innovation, branding, and value-added services to maintain market share. Effective strategic planning, operational efficiency, and a deep understanding of consumer preferences will be essential for businesses looking to capitalize on the market's growth potential and navigate these challenges effectively.

What will be the Size of the Tissue Paper Market during the forecast period?

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The market continues to evolve, driven by various factors shaping its dynamics. Product development remains a key focus, with innovations in bulk packaging and sheet size catering to diverse consumer needs. Ply count and product differentiation are crucial elements, as manufacturers strive for cost optimization while maintaining high-quality standards. Hygiene products, including paper towels and bathroom tissue, dominate the market. The food service sector also utilizes tissue paper extensively, necessitating supply chain efficiency and consistency. Consumer perception plays a significant role, with brand loyalty and personal care driving demand for superior quality and eco-friendly options. Environmental impact is a growing concern, leading to increased use of recycled pulp and alternative fibers like bamboo and cotton.

Manufacturing processes are under scrutiny, with a focus on safety standards and production capacity. Pricing strategies and retail channels also influence market trends, as price sensitivity and competition among brands shape consumer behavior. Wood fiber remains a primary raw material, but its sustainability is under scrutiny. Pulp production and manufacturing processes are evolving to address these concerns, ensuring a continuous supply while minimizing environmental impact. The market's future trends include further product innovation, increased focus on sustainability, and expanding applications across various consumer goods sectors.

How is this Tissue Paper Industry segmented?

The tissue paper industry 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

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

.

By Application Insights

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

The market encompasses a broad range of applications, with significant demand originating from commercial and non-residential sectors. In this segment, tissue paper is utilized in workplaces, hotels, hospitals, restaurants, spas, beauty parlors, fashion studios, and aircraft. Factors driving this growth include the increasing number of people traveling and the subsequent demand for disposable products, as well as the advocacy of hygiene practices in healthcare settings. Product development in the tissue paper industry focuses on bulk packaging, product differentiation, and cost optimization. Paper towels and hygiene products are key categories, with manufacturers prioritizing quality control and safety standards. Consumer perception plays a crucial role, with brand loyalty and price sensitivity influencing purchasing decisions.

Pulp production is a significant aspect of the market, with manufacturers utilizing wood fiber, recycled pulp, bamboo fiber, and virgin pulp in their manufacturing processes. Environmental impact is a growing concern, with recycling rates and supply chain efficiency becoming increasingly important. Roll length, sheet size, and productio

In 2018, the key toilet paper companies were Hengan, Vinda, C&S Paper and Dongshun, which accounted for a total market share of about ***** percent. The Chinese toilet paper market was highly competitive and decentralized. According to the source, the leading 52 domestic enterprises made up only *****% of the total production.

Discover the projections for the toilet paper, facial tissue, towel, and similar paper market in China over the next decade. With an anticipated growth in both volume and value, find out how the market is expected to reach 18M tons and $23.2B by the end of 2035.

Discover the promising future of the toilet and facial tissue market in China, expected to see steady growth over the next decade. By 2035, the market volume is predicted to reach 18M tons and the market value to hit $23.2B.

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 **** billion U.S. dollars. Contrastingly, Face Masks is ranked last, with ****** million U.S. dollars. Their difference, compared to Toilet Paper, lies at **** 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.

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Toilet Paper Market Size 2025-2029

The toilet paper market size is forecast to increase by USD 8.88 billion, at a CAGR of 4.4% between 2024 and 2029.

The market is experiencing significant shifts driven by evolving consumer preferences and industry trends. With increasing concerns around health and hygiene, the demand for toilet paper is on the rise. This heightened focus on cleanliness and personal care is fueling market growth. Furthermore, companies are addressing sustainability concerns by adopting eco-friendly manufacturing processes, which is becoming a crucial differentiator for consumers. However, the market faces challenges as well. Fluctuating raw material prices pose a significant threat to profitability, requiring companies to closely manage their supply chains and costs.
To capitalize on opportunities and navigate these challenges effectively, companies must stay agile and responsive to changing market dynamics. By focusing on sustainability, innovation, and cost management, they can position themselves for long-term success in the evolving market.

What will be the Size of the Toilet Paper Market during the forecast period?

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The market continues to evolve, with dynamic market dynamics shaping its landscape. Wholesale distributors play a pivotal role in supplying bath tissue to various sectors, including convenience stores and private label brands. Product differentiation is a key driver, with sheet count, virgin pulp, and finishing & converting processes influencing consumer preferences. Septic safety and hygiene regulations are paramount, ensuring the production of premium and value-priced rolls that meet industry standards. Toilet paper rolls come in various sizes, from jumbo rolls to individual packs, catering to diverse usage frequencies. Online retail channels have disrupted traditional distribution networks, offering convenience and competitive pricing.

Recycled paper and sustainable forestry practices are gaining traction, aligning with environmental standards. The papermaking process involves raw material sourcing, pulp production, and automated manufacturing, all of which impact cost per roll and advertising spend. Brands strive for supply chain efficiency and FSC certification to maintain brand loyalty and cater to budget-conscious consumers. Hygiene standards extend to facial tissue, tissue paper, and paper towels, ensuring consumer safety and satisfaction. Marketing campaigns, ply count, and price elasticity continue to shape market trends, with industrial rolls and dispenser rolls catering to specific industries. Consumer preferences for eco-friendly and cost-effective options persist, driving innovation in the sector.

The ongoing unfolding of market activities underscores the continuous evolution of the toilet paper industry.

How is this Toilet Paper Industry segmented?

The toilet paper industry 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.

Distribution Channel

  Offline
  Online


End-user

  Residential
  Commercial


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

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

In the dynamic the market, product innovation and private label offerings continue to shape consumer preferences. Wholesale distributors play a crucial role in supplying a broad range of toilet paper rolls to various distribution channels. Convenience stores and online retailers, in particular, have gained traction due to their convenience and accessibility. Product differentiation is achieved through factors such as sheet count, ply count, and the use of virgin pulp or recycled paper. Sustainable forestry and FSC certification are essential considerations for companies, as are hygiene regulations and septic safety. Marketing campaigns and automated manufacturing processes contribute to increased brand loyalty and value pricing strategies.

Bath tissue, facial tissue, and paper towels are produced using various pulp sources, including bamboo, and are available in jumbo rolls, individual packs, and bulk packs. The papermaking process involves finishing and converting stages, ensuring quality control and adherence to environmental standards. Cost per roll, advertising spend, and price elasticity influence supply chain efficiency and the competitiveness of premium and budget brands. Industrial rolls, hospitality rolls, and dispe

The revenue in the tissue & hygiene paper market in China was forecast to continuously increase between 2024 and 2029 by in total **** billion U.S. dollars (+***** percent). After the sixth consecutive increasing year, the indicator is estimated to reach ***** billion U.S. dollars and therefore a new peak in 2029. Find further information concerning the average volume per capita in kilograms in the 'Baby Diapers' segment of the tissue & hygiene paper market in Chile and the average revenue per capita in the 'Baby Diapers' segment of the tissue & hygiene paper market in Hungary. The Statista Market Insights cover a broad range of additional markets.

Explore the growth potential of the tissue stock market in China, driven by increasing demand for essential products like toilet paper, napkins, and towels. Market performance is expected to continue on an upward trend, with a projected volume of 31M tons and value of $54B by the end of 2035.

From the selected regions, the ranking by revenue in the 'Toilet Paper' segment of the tissue & hygiene paper market is led by China with **** billion U.S. dollars and is followed by the United States (**** billion U.S. dollars). In contrast, the ranking is trailed by Argentina with ****** million U.S. dollars, recording a difference of **** billion U.S. dollars to China. Find other insights concerning similar markets and segments, such as a ranking of subsegments in Asia regarding revenue in the Tissue & Hygiene Paper market as a whole and a ranking by country regarding per capita sales volume in the feminine hygiene segment of the tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

The revenue ranking in the tissue & hygiene paper market is led by China with 68.14 billion U.S. dollars, while the United States is following with 46.79 billion U.S. dollars. In contrast, Ukraine is at the bottom of the ranking with 1.32 billion U.S. dollars, showing a difference of 66.82 billion U.S. dollars to China. Find other insights concerning similar markets and segments, such as a ranking of subsegments in North America regarding revenue in the Tissue & Hygiene Paper market as a whole and a ranking by country regarding revenue in the tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

Discover the latest trends in the Chinese market for toilet paper, napkins, towels, and tissue stock. Learn about projected growth rates and market volume and value forecasts for the period from 2024 to 2035.

The Hong Kong tissue paper market skyrocketed to $7.3M in 2024, rising by 42% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). Over the period under review, the total consumption indicated buoyant growth from 2012 to 2024: its value increased at an average annual rate of +6.7% over the last twelve-year period.

The facial tissue paper market is set to witness significant growth between 2025 and 2035, driven by rising hygiene awareness, increased consumer spending on personal care, and advancements in sustainable tissue manufacturing. Growth is projected from USD 5.4 billion in 2025 to USD 7.8 billion by 2035, reflecting a CAGR of 5.6% over the forecast period.

Metric	Value
Industry Size (2025E)	USD 5.4 billion
Industry Value (2035F)	USD 7.8 billion
CAGR (2025 to 2035)	5.6%

Country-wise Analysis

Countries	CAGR
USA	5.9%
UK	5.7%
France	5.6%
Germany	5.8%
Italy	5.5%
South Korea	5.9%
Japan	5.4%
China	6.5%
Australia	5.6%
New Zealand	5.3%

Competitive Outlook

Company Name	Estimated Market Share (%)
Kimberly-Clark (Kleenex)	20-25%
Procter & Gamble (Puffs)	15-20%
Essity (Tempo, Lotus)	12-16%
Sofidel Group	8-12%
Other Companies (combined)	30-40%

Facial Tissue Paper Market Outlook

The global facial tissue paper market size was valued at approximately USD 8.5 billion in 2023 and is projected to reach around USD 12.7 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 4.5% during the forecast period. This growth is significantly driven by increasing consumer awareness regarding hygiene and cleanliness, along with the rising disposable income which allows for greater spending on personal care products. The shift towards more convenient and disposable products has also been a catalyst in the market's expansion, marking facial tissues as essential items in daily life.

One of the primary growth factors propelling the facial tissue paper market is the heightened awareness and concern for hygiene and personal care. With an increasing number of health-conscious individuals, there is a growing demand for products that can cater to daily hygienic needs. Facial tissues, being a convenient and disposable alternative for maintaining cleanliness, are increasingly preferred over traditional handkerchiefs. The integration of facial tissues into standard hygiene practices has bolstered their market presence, with higher adoption rates observed particularly in urban areas where lifestyles are fast-paced and convenience is paramount.

The rapid urbanization and change in lifestyle patterns have further stimulated the demand for facial tissue papers. As more individuals migrate to cities and urban centers, the demand for disposable and easy-to-use products increases. Additionally, the burgeoning hospitality and travel industries have significantly contributed to the growth of this market. Hotels, airlines, and various public facilities are increasingly stocking up on facial tissues to meet customer expectations and maintain hygiene standards. The burgeoning tourism industry, therefore, is indirectly boosting the demand for facial tissue papers, as they are indispensable in maintaining the hygiene of travelers.

Another major factor contributing to the growth of the facial tissue paper market is the widening distribution channels. The proliferation of e-commerce has made facial tissue papers more accessible to a broader consumer base, further driving sales. Online retail platforms offer a diverse range of products, attractive discounts, and the convenience of home delivery, which significantly appeals to consumers. Moreover, the presence of facial tissues in supermarkets, hypermarkets, and convenience stores ensures wide product availability, catering to both planned and impulse purchases. These expanded distribution networks have facilitated market penetration and fueled overall growth.

The Away-From-Home Tissues market segment is gaining traction as businesses and public facilities increasingly prioritize hygiene and convenience. This segment encompasses tissues used in non-residential settings such as offices, hotels, and healthcare facilities, where maintaining cleanliness is crucial. The demand for Away-From-Home Tissues is driven by the need for bulk, cost-effective solutions that ensure hygiene and comfort for a large number of users. As organizations become more conscious of hygiene standards, especially in light of recent global health challenges, the adoption of these tissues is expected to rise. This trend is further supported by the expansion of the hospitality and healthcare sectors, which are major consumers of Away-From-Home Tissues, thereby contributing to the overall growth of the facial tissue paper market.

Regionally, Asia Pacific holds a prominent position in the facial tissue paper market, driven by the large population base and rapid urbanization in countries like China and India. The increasing awareness of hygiene and personal care in these regions has significantly contributed to the market's growth. Moreover, the economic development and rising disposable incomes in these countries allow consumers to spend more on discretionary products like facial tissues. As a result, the Asia Pacific region is expected to witness a robust CAGR over the forecast period. Meanwhile, North America and Europe continue to demonstrate steady growth, driven by high living standards and a well-established personal care market. In contrast, regions like Latin America and the Middle East & Africa are likely to experience moderate growth due to economic and infrastructural challenges.

Product Type Analysis

The facial tissue paper market is segmented by product type into boxed f

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 global tissue paper market, valued at $63.2 billion in 2025, is projected to experience steady growth, driven by several key factors. Rising disposable incomes, particularly in developing economies, are fueling increased consumption of tissue products across various applications. The convenience and hygiene associated with tissue paper are significant drivers, especially in segments like facial tissues and kitchen towels. Further growth is anticipated from the increasing prevalence of out-of-home consumption, driven by the expansion of the food service industry and public restrooms. While the market faces constraints such as fluctuations in raw material prices (pulp) and environmental concerns regarding deforestation, innovative product development, such as sustainable and biodegradable options, is mitigating these challenges. The market is segmented by application (at-home vs. away-from-home) and product type (toilet paper, kitchen & hand towels, napkins, facial tissues, and others), offering diverse growth opportunities. The at-home segment currently holds a larger market share, but the away-from-home segment is expected to experience faster growth due to increased urbanization and changing lifestyles. Major players like Kimberly-Clark, Essity, and Procter & Gamble hold significant market share, leveraging their established brands and extensive distribution networks. However, regional variations exist, with North America and Europe currently dominating the market, while Asia-Pacific is projected to witness significant growth in the coming years due to rising consumption in countries like China and India. The 3.6% CAGR projected from 2025 to 2033 suggests a continuous, albeit moderate, expansion. This growth is expected to be influenced by several factors including the continued focus on hygiene and personal care, coupled with product diversification. The introduction of premium tissue paper products with enhanced features like softness, absorbency, and eco-friendly characteristics will likely drive further market segmentation and growth. Competition among established players and the emergence of new regional brands will shape the market landscape. The market's future trajectory is positive, but successful navigation requires careful consideration of raw material costs, sustainability initiatives, and evolving consumer preferences across diverse geographic regions.

The volume of the tissue & hygiene paper market in Mexico was forecast to continuously increase between 2024 and 2029 by in total *** billion kilograms (+**** percent). According to this forecast, in 2029, the indicator will have increased for the fifth consecutive year to **** billion kilograms. Find further information concerning the revenue in the tissue & hygiene paper market in El Salvador and the volume in the 'Baby Diapers' segment of the tissue & hygiene paper market in China. The Statista Market Insights cover a broad range of additional markets.

The Away-from-Home Tissue Product market, encompassing toilet paper, paper towels, napkins, and facial tissues used in various commercial settings, is a significant sector projected to experience consistent growth over the next decade. The market size of $21.77 billion in 2025 (based on the provided value unit of millions) reflects a substantial demand driven by factors like rising urbanization, increasing disposable incomes in developing economies, and the expanding food service and hospitality industries. Growth will be fueled by a continued focus on hygiene and sanitation, particularly post-pandemic. The diverse applications across food services, property management, and manufacturing contribute to the market's resilience. Key players like Kimberly-Clark, Essity, and Procter & Gamble dominate the market, leveraging their established brands and distribution networks. However, increasing competition from regional players and the growing focus on sustainable and eco-friendly tissue products present both opportunities and challenges. The market will also see shifts in consumer preferences towards products with enhanced features like improved absorbency, strength, and eco-conscious materials. Regional variations will contribute to growth patterns. North America and Europe are expected to maintain significant market shares due to established infrastructure and higher per capita consumption. However, rapid growth is anticipated in Asia-Pacific, driven by increasing urbanization and rising middle-class populations in countries like China and India. Furthermore, the Away-from-Home Tissue Product market is likely to witness innovation in product offerings, including the introduction of new materials, dispensing systems, and packaging solutions. The focus on reducing environmental impact through sustainable sourcing and manufacturing practices will also shape market dynamics in the coming years. This involves the use of recycled materials and the development of more efficient production processes.

Over the last two observations, the revenue is forecast to significantly increase in all segments. Comparing the seven different segments for the year 2029, the segment 'Toilet Paper' leads the ranking with ****** billion U.S. dollars. Contrastingly, 'Face Masks' is ranked last, with **** billion U.S. dollars. Their difference, compared to Toilet Paper, lies at ****** billion U.S. dollars. Find further statistics on other topics such as a comparison of the price per unit in Switzerland and a comparison of the revenue in China. The Statista Market Insights cover a broad range of additional markets.