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.

The global tissue paper market size is projected to grow from $96.57 billion in 2025 to $154.54 billion by 2032, at a CAGR of 6.95% during the forecast period

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

Snapshot img

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?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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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

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.

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%

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

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.

Market Dynamics of Tissue Paper Market

Key Drivers for Tissue Paper Market

The rise in awareness and emphasis on hygiene and sanitation is driving the market growth of tissue paper.

Increasing hygiene awareness has contributed significantly to the tissue paper industry. With increasing health and cleanliness concerns worldwide, particularly following recent global pandemics, demand for items that aid in hygiene, such as tissue paper, has increased. Governments and organizations are also advocating for hygiene through various initiatives, particularly in developing countries where access to safe water and sanitation is still low. For instance, in February 2024, India's "Comic for Change" program in Madhya Pradesh taught kids about hygiene through comics, illustrating the growing awareness initiatives in the regions that need them the most. These initiatives combined with increasing disposable incomes and fast-paced urbanization are compelling more individuals to adopt tissue products such as facial tissues, toilet paper, and wet wipes. Tissue paper is popular as it is convenient to use, disposable, and soft, and so serves as an easy solution to ensure cleanliness on a daily basis. With personal care and hygiene becoming larger concerns, consumption of tissue paper products rises constantly, keeping the market growing steadily globally.

Source:https://www.who.int/news/item/28-06-2023-improving-access-to-water--sanitation-and-hygiene-can-save-1.4-million-lives-per-year--says-new-who-report#:~:text=Half%20of%20the%20world's%20population,Organization%20(WHO)%20and%20an%20accompanying

https://master-jalshakti ddws.digifootprint.gov.in/static/uploads/2025/03/b411cf0455523419696301fe6c08b262.pdf

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

Increasing environmental concerns are expected to hamper product demand

Increasing environmental concerns are expected to hinder the demand for tissue paper products. The production of tissue paper has a significant environmental impact, as it requires cutting down millions of trees each year, leading to deforestation and loss of biodiversity. This process not only destroys habitats but also reduces the earth’s ability to absorb carbon dioxide, contributing to global warming. Additionally, the manufacturing of tissue paper is highly resource-intensive, consuming vast amounts of water and energy and using chemicals that can pollute local water supplies. For example, making just one roll of toilet paper can require up to 140 litres of water and a large amount of electricity, which adds to the product’...

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%

Snapshot img

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?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
Request Free Sample

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

In 2024, the UK tissue paper market decreased by -10.3% to $2.6B for the first time since 2020, thus ending a three-year rising trend. The market value increased at an average annual rate of +1.4% from 2012 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, the market hit record highs at $2.9B in 2023, and then contracted in the following year.

Stay updated with Market Research Intellect's Commercial And Residential Tissue Paper Market Report, valued at USD TBD in 2024, projected to reach USD TBD by 2033 with a CAGR of TBD (2026-2033).

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 Europe Tissue and Hygiene Paper Market Report Segments the Industry Into by Product Type (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence Products, and More), Raw Material (Kraft Pulp, Sulfite Pulp, Recycled, and Other Raw Material), Usage Type (At-Home, Away-From-Home), End-Use Industry (Residential Households and More), and Country (United Kingdom, Germany, France, Italy, and More)

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

Global tissue paper market is expected to generate revenue of around USD 177.16 Billion by 2034, growing at a CAGR of around 6.63% between 2025 and 2034.

Hygienic Tissue Paper Market Outlook

The global hygienic tissue paper market size is projected to grow from USD 50 billion in 2023 to USD 72 billion by 2032, at a compound annual growth rate (CAGR) of 4.2%. This market growth is primarily driven by increasing awareness of hygiene and sanitation, along with a noticeable shift towards premium and sustainable products. The rising incidences of infectious diseases, coupled with growing healthcare awareness, have accelerated the demand for hygienic tissue paper products worldwide.

One of the primary growth factors for the hygienic tissue paper market is the increasing consumer awareness regarding health and hygiene. With the global population becoming more health-conscious, the demand for products that promote cleanliness and prevent the spread of germs has seen a significant uptick. This trend is particularly pronounced in urban areas, where higher disposable incomes and access to information drive consumer behavior. Additionally, the COVID-19 pandemic has further emphasized the importance of hygiene, leading to increased consumption of tissue paper products.

Technological advancements in the production of tissue paper have also contributed to market growth. Modern manufacturing techniques have made it possible to produce high-quality tissue papers that are softer, more absorbent, and stronger, enhancing user experience. Innovations in raw materials, such as the use of recycled fibers and sustainable practices, have catered to the environmentally conscious segment of the market. These advancements not only improve product quality but also reduce the environmental impact, aligning with global sustainability goals and attracting a broader customer base.

The rise in commercial establishments, such as hotels, restaurants, and office spaces, is another significant driver for the hygienic tissue paper market. As businesses strive to provide a clean and hygienic environment for their customers and employees, the consumption of tissue paper in commercial settings has surged. The hospitality industry, in particular, demands high volumes of tissue paper products to maintain cleanliness standards and enhance guest experiences. This trend is expected to continue as more businesses prioritize hygiene as a core aspect of their operations.

The Away From Home Tissue and Hygiene sector is a critical component of the tissue paper market, catering to the needs of businesses and institutions that require bulk supplies of hygiene products. This segment includes products used in public restrooms, hotels, restaurants, and healthcare facilities, where maintaining high hygiene standards is paramount. The demand for Away From Home Tissue and Hygiene products has been growing steadily, driven by the increasing emphasis on cleanliness in public and commercial spaces. As businesses strive to enhance customer experience and ensure safety, the adoption of high-quality tissue products in these settings has become essential. This trend is further supported by the rising number of commercial establishments and the expansion of the hospitality and healthcare sectors.

Regionally, the Asia Pacific region is expected to witness the highest growth rate in the hygienic tissue paper market. Factors such as rapid urbanization, increasing disposable incomes, and a growing awareness of hygiene among the population are significant contributors to this growth. Countries like China and India, with their large populations and improving living standards, are leading the demand surge. North America and Europe continue to be significant markets due to their established hygiene standards and high per capita consumption of tissue paper. In contrast, Latin America and the Middle East & Africa are emerging markets with substantial growth potential, driven by improving economic conditions and increasing health awareness.

Product Type Analysis

The product type segment of the hygienic tissue paper market includes toilet paper, facial tissue, paper towels, napkins, and others. Toilet paper is the most widely used product in this segment, accounting for a significant share of the market. The demand for toilet paper is primarily driven by its essential nature in daily hygiene practices. The trend towards premium and ultra-soft toilet papers is gaining traction, particularly in developed markets where consumers seek enhanced comfort and quality. Furthermore, innovations such as biodegradable and flushable toilet papers are becoming increasingly

The Jordanian tissue paper market rose slightly to $275M in 2024, with an increase of 4.4% against the previous year. Overall, the total consumption indicated a resilient expansion from 2012 to 2024: its value increased at an average annual rate of +5.9% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +54.6% against 2017 indices.

In 2024, after three years of growth, there was decline in the Indian tissue paper market, when its value decreased by -2.2% to $7.4B. Over the period under review, the total consumption indicated resilient growth from 2012 to 2024: its value increased at an average annual rate of +5.0% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +41.8% against 2020 indices.