The Report Covers Tissue Paper Market Trends & Share and is Segmented by Raw Material (Bleached Softwood Kraft Pulp, Birch Hardwood Kraft Pulp, and High-Yield Pulp), Product Type (Paper Napkins, Paper Towels, Bathroom Tissues, Facial Tissues, and Specialty and Wrapping Tissue), Type (At Home and Away From Home), and Geography. The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Abovementioned Segments.

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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

The Tissue paper Market approximate to surpass USD 161.87 billion, with a forecasted CAGR of 6.1% By 2034

The Report Covers Away From Home Tissue Market Forecast and it is segmented by Product Type (Paper Napkins, Paper Towels, Wipes, Toilet Papers, Incontinence Products, and Other Product Types), End User (Commercial, Food and Beverage, Hospitals and Healthcare, and Other End Users), and Geography. The market sizes and values are provided in terms of value (USD million) for all the above segments.

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%

Tissue Paper Market size was valued at USD 20.90 billion in 2021 and is poised to grow from USD 21.70 billion in 2022 to USD 27.63 billion by 2030, growing at a CAGR of 3.5%

Tissue Products Market is segmented By Product Type (Toilet Paper, Facial Tissues, Napkin, Towels, and Others) and End-user (Residential and Non-Residential)

The global tissue paper market was valued at USD 36.80 Billion in 2024. The industry is expected to grow at a CAGR of 6.20% during the forecast period of 2025-2034. The rising demand for hygiene products, particularly in the wake of increased awareness towards personal and public health has positively impacted the market growth. The surge is anticipated to continue over the forecast period in the form of growing demand for facial tissues, toilet tissues, paper towels, and other sanitary products in developed and emerging markets, bolstering the industry to reach a valuation of USD 67.16 Billion by 2034. These disposable tissue products have increasingly become common for day-to-day activities at home toward limiting the risk of infection, leading to global growth.

At Home Tissue Paper Market Outlook

The global at home tissue paper market size was valued at approximately $50 billion in 2023 and is forecasted to reach around $70 billion by 2032, growing at a compound annual growth rate (CAGR) of 3.8%. One of the significant growth factors contributing to this market is the increasing awareness about hygiene and cleanliness among consumers globally.

One of the primary drivers of the at home tissue paper market is the rising awareness about personal hygiene and sanitation. This awareness has seen a notable surge, especially in the wake of the COVID-19 pandemic, which highlighted the importance of maintaining cleanliness to prevent the spread of infections. As consumers became more conscious of their hygiene practices, the demand for tissue products such as facial tissues, toilet paper, paper towels, and napkins saw a significant increase. Additionally, the growing population and urbanization have further bolstered the need for convenient and disposable hygiene products, driving market growth.

Another critical growth factor is the increasing disposable income and improved living standards, particularly in emerging economies. As more households in these regions experience a rise in their income levels, there is a notable shift towards more convenient and higher-quality lifestyle products, including at home tissue papers. Consumers are willing to spend more on premium products that offer better comfort and hygiene, thereby propelling the market's growth. Furthermore, the trend of nuclear families and a rise in the number of working professionals have also contributed to the increased use of tissue papers for maintaining cleanliness and convenience in daily routines.

The advancement in tissue paper manufacturing technologies is also playing a significant role in market expansion. Manufacturers are continuously investing in research and development to innovate and introduce new products that cater to the evolving needs of consumers. For example, the development of eco-friendly and biodegradable tissue papers has been a response to the growing environmental concerns among consumers. These innovations not only enhance the product quality but also align with the sustainability goals of both manufacturers and consumers, thereby supporting market growth.

Consumer Tissues play a crucial role in the at home tissue paper market, catering to the diverse needs of individuals and families. These products are designed for everyday use, providing convenience and hygiene in various forms such as facial tissues, toilet papers, and napkins. The demand for consumer tissues has been on the rise due to the increasing awareness about personal hygiene and the need for disposable products that offer both comfort and practicality. As consumers continue to prioritize health and cleanliness, the market for consumer tissues is expected to expand, driven by innovations in product quality and sustainability. Manufacturers are focusing on developing softer, more absorbent, and environmentally friendly options to meet the evolving preferences of consumers.

Regionally, North America holds a significant share in the at home tissue paper market, driven by high awareness about hygiene and the presence of major industry players. However, Asia Pacific is expected to witness the fastest growth during the forecast period. The rapid urbanization, growing population, and increasing disposable income in countries like China and India are key factors contributing to this growth. Additionally, the expansion of retail networks and online distribution channels in these regions further supports the market's expansion.

Product Type Analysis

The at home tissue paper market is segmented by product type, which includes facial tissue, toilet paper, paper towels, napkins, and others. Among these, toilet paper holds the largest market share due to its essential role in daily hygiene practices. The consistent demand for toilet paper is driven by its necessity in every household, making it an indispensable product in the hygiene category. Additionally, innovations such as ultra-soft and scented toilet papers have further increased consumer interest and demand.

Facial tissues are another significant segment within the product type category. These tissues are primarily used for personal care, such as cleaning the face, removing makeup, or during colds to wipe the nose. The increasing focus on skincare and personal grooming

The size and share of this market is categorized based on Product Type (Facial Tissue, Toilet Tissue, Paper Towels, Napkins, Other Tissue Products) and End User (Commercial, Residential, Institutional, Healthcare, Hospitality) and Distribution Channel (Online, Offline, Supermarkets/Hypermarkets, Convenience Stores, Specialty Stores) and geographical regions (North America, Europe, Asia-Pacific, South America, Middle-East and Africa).

The global Hygienic Tissue Paper market is an essential segment of the consumer goods industry, primarily defined by its significant role in personal hygiene and sanitation. This product category encompasses a wide range of offerings, including toilet paper, facial tissues, paper towels, and napkins, catering to an

United States Tissue Paper Market was valued at USD 15.01 billion in 2024 and is anticipated to grow USD 20.81 billion by 2030 with a CAGR of 5.66%.

Pages	85
Market Size	2024: USD 15.01 Billion
Forecast Market Size	2030: USD 20.81 Billion
CAGR	2025-2030: 5.66%
Fastest Growing Segment	Online
Largest Market	South
Key Players	1. Kimberly-Clark Corporation 2. The Procter & Gamble Company 3. Cascades Inc. 4. Clearwater Paper Corporation 5. INTERNATIONAL PAPER COMPANY 6. Essity Aktiebolag (publ) 7. Sofidel America Corp. 8. Von Drehle Corporation 9. First Quality Tissue LLC 10. Oasis Tissue, LLC

According to Cognitive Market Research, the global Tissue Paper market size will be USD 86241.5 million in 2024. It will expand at a compound annual growth rate (CAGR) of 7.00% from 2024 to 2031.

North America held the major market share for more than 40% of the global revenue with a market size of USD 34496.60 million in 2024 and will grow at a compound annual growth rate (CAGR) of 5.2% from 2024 to 2031.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 25872.45 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 19835.55 million in 2024 and will grow at a compound annual growth rate (CAGR) of 9.0% from 2024 to 2031.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 4312.08 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.4% from 2024 to 2031.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1724.83 million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.7% from 2024 to 2031.
The dominant segment in the tissue paper market by end-use is the residential sector. This segment holds the largest market share due to the widespread demand for everyday hygiene products like toilet paper, napkins, and facial tissues

Market Dynamics of Tissue Paper Market

Key Drivers for Tissue Paper Market

Increasing Awareness of Hygiene and Sanitation to Boost Market Growth

The rising emphasis on personal hygiene and sanitation, especially post the COVID-19 pandemic, has significantly driven the tissue paper market. Consumers now prioritize products that ensure cleanliness and safety, making tissue paper a staple in households, workplaces, and public facilities. This heightened awareness has also led to increased demand for specialized tissue products such as facial tissues, paper towels, and wet wipes. Governments and organizations promoting hygiene practices through campaigns have further bolstered this trend, ensuring consistent growth in the tissue paper market across various regions. For instance, in January 2023, Bampooh LLC. launched a BPA-free, sustainable bamboo toilet paper product in the U.S. market

(Source:https://www.bampooh.com/?srsltid=AfmBOopNeTMmye2cP-4nHHHh13DhHj4CqIsD8hF6anazgO-9q1YLBOEA/)

Expansion of the Hospitality and Healthcare Sectors to Drive Market Growth

The growth of the hospitality and healthcare industries has emerged as a crucial driver for the tissue paper market. Hotels, restaurants, hospitals, and clinics extensively utilize tissue products for maintaining hygiene standards and ensuring customer satisfaction. In the healthcare sector, the demand for disposable and sterile tissue products has surged due to their role in infection control. Similarly, the booming travel and tourism industry contributes to the heightened usage of tissues in restrooms and accommodations, creating a steady revenue stream for tissue paper manufacturers globally.

Restraint Factor for the Tissue Paper Market

High Costs of Raw Materials, will Limit Market Growth

The tissue paper market faces a significant challenge due to the rising costs of raw materials, primarily wood pulp. Fluctuations in the availability and prices of wood pulp, driven by supply chain disruptions and deforestation restrictions, directly impact production costs. Additionally, manufacturers are under pressure to adopt sustainable practices and procure eco-friendly materials, which further elevates production expenses. These challenges make it difficult for small and medium-sized enterprises to compete, potentially slowing market growth and deterring new entrants.

Impact of Covid-19 on the Tissue Paper Market

Covid-19 pandemic had a profound impact on the tissue paper market, driving a surge in demand as hygiene and sanitation became top priorities for consumers. Panic buying and stockpiling during the initial phases of the pandemic led to a temporary supply-demand imbalance, with manufacturers struggling to meet unprecedented demand. The increased use of tissues in healthcare facilities, households, and public spaces further fueled growth. However, disruptions in the supply chain, raw material shortages, and logistical challenges posed significant hurdles. Post-pandemic, the market continues to benefit from heightened hygiene awareness, although...

The Europe Tissue And Hygiene Paper Market report segments the industry into By Product Type (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence, Paper Tissues, Toilet Paper), By Raw Material (Qualitative Analysis) (Kraft, Sulfite, Recycled, Other Raw Material), By Type (At Home, Away From Home), and By Country (United Kingdom, Germany, France, Italy, Spain, Netherlands, Denmark, Finland, and more.)

Market Analysis for Tissue Industry The global tissue industry is projected to reach a market size of 20.85 million units by 2033, exhibiting a CAGR of 5.68% from 2025 to 2033. This growth is driven by increasing disposable income, rising awareness about hygiene, and expanding population in emerging markets. Key trends include the increasing adoption of e-commerce for tissue purchases, advancements in sustainable and biodegradable materials, and personalization of tissue products. Major industry players include Kruger Products, Cascades Tissue Group Inc., Procter & Gamble, Clearwater Paper Corporation, and Wausau Paper Corporation. Key market segments include bathroom tissue, paper napkins, paper towels, facial tissues, and specialty and wrapping tissue. The "at home" segment dominates the market, driven by rising consumption in households worldwide. The "away from home" segment is also growing, fueled by increasing demand from businesses and institutions. This report offers a comprehensive analysis of the tissue industry, covering industry concentration, trends, key segments, market insights, driving forces, challenges, and emerging trends. Recent developments include: October 2022 - Sealed Air launched its first ready-to-roll paper wrapping systems to streamline packaging supply for low- and medium-volume e-commerce retailers and fulfillment companies. According to Sealed Air, the QuikWrap Nano and QuikWrap M systems require minimal assembly and do not need electricity or excessive maintenance. Each can produce double layers of FSC-certified honeycomb paper and interleaf tissue paper, which are claimed to be 100% kerbside recyclable and are expected to provide enhanced protection for the products they package., January 2022 - Crown Paper Mill (CPM) planned to construct a tissue mill with an annual production capacity of 60,000 MT in Saudi Arabia. The company signed a Memorandum of Association (MoU) with Valmet to engineer, manufacture as well as supply the tissue machine. Crown Paper Mill is expected to start manufacturing during the first quarter of 2024.. Key drivers for this market are: Increased Spending on Hygiene, Technological Developments in Manufacturing Processes. Potential restraints include: , Alternative Forms of Packaging. Notable trends are: Bathroom Tissue Expected to Witness a High Growth Rate.

Access Asia Pacific Facial Tissue Industry Overview which includes Asia Pacific country analysis of (China, Japan, South Korea, India, Australia, Singapore, Taiwan, South East Asia, Rest of APAC), market split by Product, End User, Packaging Type, Price Range, Distribution Channel

The Tissue Paper Market size was valued at USD 80.99 USD Billion in 2023 and is projected to reach USD 126.27 USD Billion by 2032, exhibiting a CAGR of 6.55 % during the forecast period. Tissue paper is a soft and delicate material, which is the all-time mate in the daily life. Its main usage is in the field of personal hygiene, especially in the case of the gentle cleaning and drying of the body after using the bathroom. Further, tissue paper is used in home cleaning tasks, makeup removal, and as a protective layer for fragile items when packing. Some of the most common types of paper towels are facial tissues, toilet papers, and paper towels, each of which are designed to meet the needs of particular uses. Tissue paper is mainly made of wood pulp, hence, it is absorbs all and gives a comfortable feeling. Nowadays, the demand for eco-friendly options is increasing, which leads manufacturers to look for sustainable materials and production methods, the reason is the environment and consumers' concerns. Key drivers for this market are: Growing Demand for Bath Towels from End-use Industries to Propel the Market Growth. Potential restraints include: Increasing Environmental Concerns are expected to Hamper Product Demand. Notable trends are: Dental Spas to Add Impetus to Industry Growth .

The global tissue paper market is experiencing robust growth, projected to reach a market size of $150 billion by 2025, with a Compound Annual Growth Rate (CAGR) of 5% from 2025 to 2033. This expansion is driven by several key factors. Rising disposable incomes, particularly in emerging economies, are fueling increased consumption of tissue products. Growing awareness of hygiene and sanitation practices, coupled with a shift towards premium and specialized tissue products (such as eco-friendly options and those with added features), are further propelling market growth. Furthermore, the increasing prevalence of out-of-home consumption in areas like restaurants and public restrooms contributes to higher demand. Major players like Asia Pulp & Paper (APP), Kimberly-Clark Worldwide (KCWW), Procter & Gamble, and Unicharm Corporation are actively shaping the market landscape through strategic product innovations, acquisitions, and geographic expansions. However, the market faces certain restraints. Fluctuations in raw material prices (pulp and wood) significantly impact production costs and profitability. Stringent environmental regulations concerning sustainable forestry practices and waste management pose challenges for manufacturers. Furthermore, economic downturns can affect consumer spending on discretionary items like premium tissue products. Despite these challenges, the market's long-term outlook remains positive, with continued growth expected driven by sustained economic development and evolving consumer preferences. Segmentation within the market reveals strong growth potential in areas like away-from-home tissue, premium products, and sustainable offerings, presenting opportunities for companies to capitalize on specific niche markets.

Global Tissue Paper Market Size, Share, Growth, Trend & Tissue Paper Market Forecast 2026 By Product, By End User, By Distribution Channel, By Region, Competition & Opportunities,

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Market Size
Forecast Market Size
CAGR
Fastest Growing Segment
Largest Market
Key Players

The Indonesian market for paper other than graphic, packaging or tissue was estimated at $373M in 2024, stabilizing at the previous year. In general, consumption saw a prominent increase. Over the period under review, the market hit record highs at $379M in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.