The Indian tissue paper market rose significantly to $7.3B in 2024, surging by 6.4% against the previous year. Overall, consumption continues to indicate a remarkable increase. As a result, consumption attained the peak level of $7.8B. From 2023 to 2024, the growth of the market failed to regain momentum.

The volume of the tissue & hygiene paper market in India was forecast to continuously increase between 2024 and 2029 by in total 2.1 billion kilograms (+16.89 percent). According to this forecast, in 2029, the indicator will have increased for the fifth consecutive year to 14.52 billion kilograms. Find further information concerning the price per unit in the 'Baby Diapers' segment of the tissue & hygiene paper market in Russia and the average revenue per capita in the tissue & hygiene paper market in the United States. The Statista Market Insights cover a broad range of additional markets.

The revenue is forecast to experience significant growth in all segments in 2029. Comparing the seven different segments for the year 2029, the segment 'Toilet Paper' leads the ranking with 15 billion U.S. dollars. Contrastingly, 'Face Masks' is ranked last, with 458.09 million U.S. dollars. Their difference, compared to Toilet Paper, lies at 14.6 billion U.S. dollars. Find further statistics on other topics such as a comparison of the price per unit in the world and a comparison of the price per unit in the Netherlands. The Statista Market Insights cover a broad range of additional markets.

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

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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 growth due to increasing health and hygiene consciousness among consumers. This trend is driving companies to adopt sustainable manufacturing practices, ensuring the production of eco-friendly and biodegradable products. However, the market is not without challenges. 
E-commerce has expanded access to these products, while sectors such as travel and tourism have influenced the development of portable, compact toilet paper options. Fluctuating raw material prices pose a threat to profitability, necessitating companies to maintain a close watch on costs and explore alternative sourcing options. Overall, the market is expected to witness steady growth In the coming years, with a focus on sustainability and affordability.

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

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The market encompasses a wide range of hygiene and safety products, including tissue products for both B2B and B2C sectors. With a focus on at-home use, this market caters to various consumer preferences, such as 2 ply, single ply, and 1 ply options. Premium offerings include embossed, ultra-soft, fragranced, printed toilet tissues, and flushable toilet papers. Sustainability is a significant trend, with an increasing demand for greener products made from recycled fibers, FSC-certified tissue fiber, and sustainable bath tissues. Concerns over health and wellness have driven the market towards more absorbent and eco-friendly alternatives.
Moreover, the market also includes bidet toilets and various styles of packaging, such as rolled and folded toilet paper. Ply count remains a key consideration, with higher ply counts offering increased absorbency and softness. Overall, the market continues to evolve, responding to consumer preferences for comfort, sustainability, and convenience.

How is this Toilet Paper Industry segmented and which is the largest segment?

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

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan


  South America

    Brazil


  Middle East and Africa

By Distribution Channel Insights

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

The market encompasses various product categories, including hygiene products, safety products, and tissue products. Hygiene products consist of toilet paper, wipes, and other related items. In the toilet paper segment, there are premium, embossed, ultra-soft, fragranced, printed toilet tissues, flushable toilet papers, greener products, and deforestation-conscious options like recycled fibers and FSC-certified tissue fiber. The market caters to both B2B and B2C sectors, with offline channels such as specialty stores, hypermarkets, supermarkets, convenience stores, and department stores, as well as e-commerce platforms. Household essentials, including toilet paper, have seen increased demand during the pandemic due to panic buying. The hospitality industry, commercial facilities, and healthcare sector are significant consumers of toilet paper.

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The offline segment was valued at USD 22.69 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 38% 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 North American market is projected to experience consistent expansion, with the United States leading the charge. Factors contributing to this growth include the introduction of new hygiene products, the increasing preference for online purchasing platforms, and heightened awareness of the importance of toilet paper. In the US, Canada, and Mexico, health concerns such as obesity and sedentary lifestyles have resulted in an increased need for hygiene products, including toilet paper. In the US market, premium toilet papers with embossed, ultra-soft, fragranced, and printed textures continue to gain popularity. The market landscape encompasses various product formats, including 2-ply rolled and folded toilet papers

Tissue Paper Market is estimated to be valued at US$ 79.0 Bn in 2022 and is expected to expand at CAGR of 6.80%.

In June 2024, the average tissue paper export price amounted to $1,248 per ton, dropping by -3.8% against the previous month.

The Indian toilet paper market reached $4.8B in 2024, increasing by 3.7% against the previous year. Over the period under review, consumption enjoyed a buoyant increase. Toilet paper consumption peaked at $5B in 2022; however, from 2023 to 2024, consumption failed to regain momentum.

The India toilet paper market is valued at USD 11 billion, driven by the increasing demand for hygiene products, fueled by rising health awareness and urbanization.

The Indian market for toilet paper, napkins, towels and tissue stock amounted to $16.3B in 2024, surging by 3.8% against the previous year. Overall, consumption continues to indicate a buoyant expansion. Toilet, towel and tissue paper consumption peaked at $16.9B in 2022; however, from 2023 to 2024, consumption failed to regain momentum.

From an estimated market size of about US$ 3.2 billion in 2023, the facial tissue paper market is projected to reach US$ 5.1 billion by 2033, exhibiting a CAGR of 4.8% from 2023 to 2033.

Attributes	Details
Facial Tissue Paper Market Value (2023)	US$ 3.2 billion
Facial Tissue Paper Market Expected Value (2033)	US$ 5.1 billion
Facial Tissue Paper Market Projected CAGR (2023 to 2033)	4.8%

The Indian market for paper other than graphic, packaging or tissue declined slightly to $2B in 2024, approximately reflecting the previous year. The market value increased at an average annual rate of +1.5% from 2012 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, consumption attained the peak level of $2.8B. From 2015 to 2024, the growth of the market remained at a lower figure.

The Tissue and Hygiene Products Market is likely to hold the global market at a moderate CAGR of ~23.5% during the forecast period. The global market holds a forecasted revenue of ~US$ 51.2 Billion in 2022 and is likely to cross ~US$ 422.61 Billion by the end of 2032.

Attribute	Details
The Tissue and Hygiene Products Market Estimated Size (2021)	~US$ 49.6 Billion
The Tissue and Hygiene Products Market Estimated Size (2022)	~US$ 51.2 Billion
The Tissue and Hygiene Products Market Projected Size (2032)	~US$ 422.61 Billion
The Tissue and Hygiene Products Market CAGR (2022 to 2032)	~23.5%

Scope of Report

Attribute	Details
Growth Rate	CAGR of ~23.5% from 2022 to 2032
Base year for estimation	2021
Historical Data Available for	2017 to 2021
Forecast Period	2022 to 2032
Quantitative units	Revenue in USD Billion, volume in Units, and CAGR from 2022 to 2032
Report coverage	Revenue forecast, volume forecast, company ranking, competitive landscape, growth factors, and trends, pricing analysis
Segments covered	Product Type, End User, Distribution Channel, Region
Country scope	USA; Canada; Mexico; Germany; UK; France; Italy; Spain; Russia; India; Thailand; China; India; Japan; Australia; Brazil; Argentina; Colombia; Saudi Arabia; UAE; South Africa
Key Companies Profiled	MPI Papermills Inc. Procter & Gamble Company Sofidel Group Asia Pulp and Paper Group Carmen Tissues S.A.E Clearwater Paper Corporation Georgia Pacific LLC Hengan International Group Co., Ltd. Johnson & Johnson Kimberly-Clark Corporation Kruger Inc. Svenska Cellulosa Aktiebolaget (SCA) Unicharm Corporatio Others
Customization scope	Free report customization (equivalent to up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.
Pricing and purchase options	Avail customized purchase options to meet your exact research needs.

45259 Global export shipment records of Tissue Paper with prices, volume & current Buyer's suppliers relationships based on actual Global export trade database.

The global average volume per capita in the tissue & hygiene paper market was forecast to continuously increase between 2024 and 2029 by in total 0.8 kilograms (+5.67 percent). According to this forecast, in 2029, the indicator will have increased for the fourth consecutive year to 14.92 kilograms. Find more key insights for the average volume per capita in countries and regions like the revenue in the tissue & hygiene paper market in India and the average revenue per capita in the tissue & hygiene paper market in the world. The Statista Market Insights cover a broad range of additional markets.

The global tissue paper market, valued at $93.93 billion in 2025, is projected to experience robust growth, exhibiting a compound annual growth rate (CAGR) of 5.7% from 2025 to 2033. This expansion is fueled by several key factors. Rising disposable incomes, particularly in developing economies across APAC and South America, are driving increased consumption of tissue products. Simultaneously, heightened awareness of hygiene and sanitation practices, coupled with the increasing prevalence of respiratory illnesses, is boosting demand for facial tissues and toilet paper. The shift towards premium and specialized tissue products, such as those with added features like softness, strength, or eco-friendly attributes, also contributes to market growth. Growth is further propelled by the expansion of e-commerce platforms, providing convenient access to a wide range of tissue paper products. However, market growth may be tempered by fluctuations in raw material prices (pulp), environmental concerns regarding deforestation, and competition from alternative hygiene products. Market segmentation reveals significant variations in growth trajectories across application segments. The commercial segment is expected to witness considerable expansion due to increasing demand from offices, hotels, and public facilities. The residential segment remains dominant but will see moderate growth. Distribution channels also play a crucial role. While hypermarkets and supermarkets maintain a significant share, the online retail segment is experiencing rapid growth, driven by consumer convenience and expanding e-commerce infrastructure. Within product categories, toilet paper holds the largest market share, followed by facial tissue and paper towels. The "others" category, encompassing specialty tissue products, offers potential for premium pricing and niche market growth. Geographic variations are apparent; APAC, driven by growth in China and India, shows the highest growth potential, while North America and Europe maintain mature but stable markets with steady growth. Competitive analysis reveals a landscape of established players and emerging brands employing various strategies to gain market share, including product innovation, expansion into new markets, and strategic acquisitions.

Statistics illustrates market overview of toilet or facial tissue stock, towel and similar paper in India from 2007 to 2024.

The global tissue paper single wrapper machine market is experiencing robust growth, driven by the increasing demand for hygienic and individually packaged tissue products. The convenience and hygiene offered by individually wrapped tissues are major factors fueling market expansion across various applications, including paper extraction, roll paper, and wet wipes. The market is segmented by machine type (semi-automatic and fully automatic), with fully automatic machines gaining traction due to their higher efficiency and reduced labor costs. Growth is particularly strong in regions with burgeoning populations and rising disposable incomes, such as Asia-Pacific, specifically China and India, where the demand for convenient, individually-packaged tissue products is escalating rapidly. The market is witnessing a trend towards automation and advanced technologies like integrated packaging solutions, improving speed, accuracy, and overall production efficiency. Leading players are focusing on strategic partnerships and collaborations to enhance their market reach and technological capabilities. While rising raw material costs and fluctuating energy prices pose challenges, technological advancements and increasing consumer preference for hygienic packaging are anticipated to drive consistent market growth in the coming years. The competitive landscape is characterized by a mix of established players and emerging regional manufacturers. Key players are continuously innovating to offer advanced features such as enhanced speed, precision, and adaptability to different tissue types and packaging formats. The market is witnessing increased adoption of advanced automation technologies, aiming to optimize production efficiency and reduce operational costs. The integration of Industry 4.0 principles into machine design and operation is also gaining momentum. Future market growth will depend on factors including continued technological advancements, the adoption of sustainable packaging solutions, and the expanding demand for convenience-driven consumer products within the tissue and hygiene industry. Successful market players will likely be those who can efficiently adapt to changing consumer preferences and technological developments, offering customized and cost-effective solutions. Regional market disparities persist, with developed economies exhibiting mature market penetration while developing economies are characterized by rapid growth potential.

Subscribers can find out export and import data of 23 countries by HS code or product’s name. This demo is helpful for market analysis.

The average volume per capita ranking in the 'Toilet Paper' segment of the tissue & hygiene paper market is led by Norway with 12.39 kilograms, while Singapore is following with 12.09 kilograms. In contrast, India is at the bottom of the ranking with 3.37 kilograms, showing a difference of 9.02 kilograms to Norway. 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 tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.