Tissue Paper Market Size, Share & Trends Analysis Report By Product Type (Paper Tissues (made from pulp), Wet Wipes, Facial Tissue, Paper Napkin, Paper Towels, Bathroom Tissues, Tissue Wipes, Others), By Material (Bleached Softwood Kraft Pulp (BSK), Birch Hardwood Kraft Pulp (BHK), High Yield Pulp (HYP), Recovered Fiber, Others), By Packaging Type (Rolls, Napkins, Folded Tissues, V-fold, W-fold, Z-fold, C-fold, Others), By Application (Household, Hotels, Restaurants, Malls, Cafes, Hospitals, Salons, Others), By Distribution Channel (Hypermarkets/Supermarkets, Convenience Stores, Departmental Stores, Retail Stores, Online Stores, Others) and By Region(North America, Europe, APAC, Middle East and Africa, LATAM) Forecasts, 2024-2032

Market Overview

The global tissue paper market was valued at USD 22.15 billion in 2023. It is expected to reach USD 29.92 billion in 2032, growing at a CAGR of 3.41% over the forecast period (2024-2032). Increasing penetration of modern retail formats such as supermarkets, hypermarkets, and online stores enhances the accessibility of tissue paper products. This broader availability stimulates market demand and encourages product visibility and adoption.

Sanitary tissue paper is primarily intended for individual use (napkins), facial tissue (paper handkerchiefs), bathroom tissue, and daily towels. The development of specialized tissues like glazed, premium ornamental, and printed varieties, as well as rising demand for tissue paper products in commercial and complex structures, are expected to drive the tissue paper market. However, the high price of raw materials and growing concern about deforestation constrain the tissue paper market. In addition, government actions to enhance public health will generate numerous prospects for the tissue paper market.

Market Dynamics

Global Tissue Paper Market Drivers

Increasing Needs for Personal Hygiene

The need for sanitary napkins is fueled by the growing demand for personal care and hygienic products. In addition, increasing the worldwide population's expenditure on healthcare products, such as personal care items, will stimulate market expansion. The National Health Expenditure (NHE) data provided by the Centers for Medicare and Medicaid Services showed a 9.3% increase in health spending per person. In addition, increased party and celebration tendencies fuel the market for makeup kits and makeup-removing clean linens. The increasing number of bars and cafés increases the demand for drinking napkins and sanitary products. In addition, expanding residential and hospitality infrastructure would raise demand for toilet and bathroom accessories.

Growing Innovation

Firms are incorporating different advancements into the design of napkins and sanitary goods to provide people with softer and more absorbent hygiene products. Bunzl R3 launched an innovative, comprehensive line of multi-foldable and uniquely shaped towels, napkins, and other foods to provide clients with high-quality hygienic products. Governments are implementing hygiene and cleanliness-related awareness initiatives to promote personal hygiene, increasing global access to sanitary tissues.

Global Tissue Paper Market Restraint

Rising Environmental Concerns

The increasing prevalence of environmental concerns, such as deforestation and climate change as a direct result of tree cutting, inhibit the expansion of the global tissue paper market. In addition, the widespread presence of locally structured and unstructured manufacturers of tissue goods affects the commercial activities of the most well-known businesses in the industry. Furthermore, unexpected supply chain disruptions and trade restrictions experienced by various nations limit the business expansion options available to firms already operating in overseas markets and delay the extension of those markets.

Global Tissue Paper Market Opportunities

Increasing Government Initiatives

The expansion of government efforts to promote the creation of environmentally friendly and sustainable consumer goods is expected to drive demand for biodegradable tissue paper products. As a result, major corporations are investing in developing recyclable and biodegradable products to reduce the widespread chopping of trees and thus alleviate the environmental burden. The increasing incorporation of a variety of natural components in the production of tissue paper, such as almond oils, aloe vera, etc., which assist in reducing the spread of bacterial infections, is anticipated to contribute to the expansion of this market. The need for tissue paper goods is driven by the growing demand for sanitary and personal care products to preserve cleanliness and hygiene. In addition, rising urbanization results in significant infrastructure investments, which will increase the demand for tissue paper products in the following years.

Regional Analysis

The global tissue paper market is segmented into four regions, namely North America, Europe, Asia-Pacific, and LAMEA.

Asia-Pacific is the largest shareholder in the global tissue paper market. The expansion is fueled by a shift in people's lifestyles in emerging countries. It is anticipated that this market's expansion will be primarily driven by the increasing demand for facial tissues and wet wipes among millennials. Additionally, the proliferation of hotel and restaurant chains is driving the expansion of this market.

North America is expected to grow with a CAGR of 3.9% during the forecast period. This is due to the rising demand for items made of biodegradable tissue paper. In addition, the expansion of sales of sustainable and environmentally friendly tissue paper goods in this region is the primary driver that propels the development of this market. There has been a significant demand for paper tissues in nations such as the United States of America and Canada.

Segmental Analysis

The global tissue paper market is segmented by application, product type, and distribution channel.

On the Basis of Application

Based on application, the market is segmented into at-home and away from home.

The at-home segment is anticipated to dominate the market due to increasing consumer awareness of cleanliness and personal hygiene. In addition, environmental concerns and the need for sustainable products are two of the market's most prominent trends. The category of away-from-home applications is anticipated to develop steadily during the forecast period. The expansion of the business sector is anticipated to increase demand for wet wipes and paper tissues. Additionally, rapid urbanization, a growing global working-class population, and more excellent health and hygiene consciousness among consumers are anticipated to boost the segment's growth.

On the Basis of Product Type

Based on product type, the market is segmented into paper tissues (made from pulp), wet wipes, and facial tissue.

The paper tissue segment is anticipated to dominate the market due to the increased use of paper tissues for general household cleanliness. Increasing environmental concerns, such as global warming and deforestation, limit the growth of pulp-based products and impede the expansion of the market sector for paper tissues. The facial tissue segment will experience significant growth during the forecast period. In addition, a surge in demand for eco-friendly and sustainable personal care and sanitation products is projected to generate further opportunities for this category, hence significantly driving the growth of this market over the forecast period.

On the Basis of Distribution Channels

Based on distribution channels, the market is segmented into offline and online.

The offline market segment dominates due to the expanding structured retail sector in developing nations such as India and China. The offline market comprises several businesses, such as independent retail stores, hypermarkets, supermarkets, and specialized stores. The increase in sales of tissue paper products, the majority of which through corporate and e-commerce websites, is expected to boost the growth of the online distribution channel segment. The growing number of people accessing the internet and smart gadgets will increase industry sales.

Recent Developments

• February 2024 - Tesco introduced a new line of 100% recycled kitchen towels and toilet rolls. The supermarket has accepted the Luxury Soft 100% Recycled Brown Toilet Tissue 6 Long Roll, 100% Recycled Brown Kitchen Towel 4 Roll, and 100% Recycled Brown Toilet Tissue 4 Roll.
• June 2024 - Georgia-Pacific announced that they are relaunching its ARIA® brand of bath tissue as a three-ply luxury product created from 100% recycled fiber and wrapped in recyclable paper packaging to better satisfy the demands of today's ecologically conscious consumer.