Tissue Paper Industry Size, Share of Key Players, SWOT Analysis, and Report

Tissue Paper Market Statistics:

The global tissue paper market size reached USD 77.4 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 120.4 Billion by 2033, exhibiting a growth rate (CAGR) of 5% during 2025-2033. The rapid growth of the hospitality and tourism industries, the development of organic tissue paper, rising consumer disposable incomes, and favorable government policies to promote public health are some of the major factors propelling the market.

Tissue Paper Market Analysis:

• Market Restraints: The market faces significant environmental concerns due to deforestation and the carbon footprint associated with paper production. These environmental issues are leading to increased regulatory pressures and higher operational costs for manufacturers.
• Market Opportunities: Growing awareness of hygiene and health is accelerating demand for tissue paper products, especially in emerging markets. Additionally, innovations in eco-friendly and biodegradable tissue papers present lucrative opportunities for market expansion.
• Market Challenges: Fluctuations in the cost of raw materials, such as wood pulp, pose a major challenge to the profitability of tissue paper manufacturers. Another significant challenge is the intense competition from local and international brands, which pressures pricing and market share.
• Market Dynamics: The market is characterized by steady demand driven by essential consumer needs and seasonal fluctuations. Technological advancements in production processes and increased consumer preference for premium products are shaping market dynamics.
• Sales Statistics: Global tissue paper sales have seen a steady increase, with a compound annual growth rate (CAGR) of 3.6% over the past five years. Sales are particularly robust in North America and Europe, which together account for over 50% of the market share.
• Industry Analysis: The tissue paper industry is highly competitive, with key players like Kimberly-Clark, Procter & Gamble, and Georgia-Pacific dominating the market. Small and medium enterprises also play a crucial role, especially in regional markets where they cater to specific consumer preferences.
• SWOT Analysis: Strengths of the market include strong demand and brand loyalty in developed markets. On the contrary, weaknesses comprise high raw material costs and dependency on non-renewable resources. In addition, expansion into emerging markets and the development of sustainable products represent opportunities. Moreover, environmental regulations and competitive pressures are some of the threats.
• Price Trends and Analysis: The price of tissue paper products has been on an upward trend due to rising raw material costs and energy prices. However, competitive pricing strategies and bulk purchasing by large retailers have somewhat mitigated these price increases.

Tissue Paper Market Dynamics:

Focus on Product Innovation

Product innovation in the market focuses on enhancing sustainability by using recycled materials and eco-friendly production methods. Technological advancements are leading to the development of softer and more absorbent tissue papers, improving overall consumer satisfaction. Additionally, innovative packaging solutions aim to reduce waste and enhance convenience, catering to the growing demand for environmentally conscious products.

Growing environmental perceptions

Along with this, growing environmental perceptions in the market are driving a shift towards biodegradable and recycled products, reflecting consumers' increasing concern for sustainability. Companies are investing in eco-friendly manufacturing processes to reduce their carbon footprint and meet regulatory standards. This trend influences the importance of environmental responsibility in influencing purchasing decisions and shaping market dynamics.

Rising Awareness of Hygiene

The rising awareness of hygiene is enhancing demand in the tissue paper market, as consumers prioritize products that ensure cleanliness and reduce the spread of germs. Innovations such as antibacterial tissues and enhanced packaging for hygiene are becoming more prevalent. This accelerating focus on health standards is driving growth and product diversification in the industry.

Increasing Hospitality Infrastructure

The increasing hospitality infrastructure is expanding the market as hotels, restaurants, and other establishments demand higher volumes of premium tissue products. Enhanced quality and customization options are becoming essential to meet the sophisticated needs of this sector. This growth contributes to a rising demand for both bulk orders and specialized tissue paper products, thereby driving market expansion.

Apart from this, the rapid development of the commercial and institutional sectors, including hospitality, healthcare, and food service industries, has augmented the demand for tissue paper products. These sectors require a constant supply of tissue paper for applications such as hand drying, surface cleaning, and sanitary purposes.

Increasing Government Initiatives Towards Eco-Friendly Products

The growing number of government initiatives toward eco-friendly products in the market are encouraging manufacturers to adopt sustainable practices and materials. Furthermore, regulatory policies and incentives are encouraging the industry towards greater environmental responsibility and innovation. This shift is helping to meet consumer demand for greener products while reducing the environmental impact of production processes. Furthermore, the augmenting demand for tissue paper products made from recycled materials or sourced from sustainably managed forests due to the rising focus on sustainable and eco-friendly items is propelling market growth.

Market Overview:

Tissue paper is typically made from recycled paper pulp or virgin wood fibers that are processed to create a delicate and absorbent material, known for its gentle texture and high absorbency. It is commonly used in households as toilet paper, facial tissues, and paper towels. Tissue paper is also widely utilized in the commercial sector, including restaurants, hotels, and healthcare facilities. It can be found in various forms, such as rolls, folded sheets, or individual tissues. Tissue paper is valued for its convenience, disposability, and softness, providing a hygienic and gentle solution for everyday tasks and personal care needs.

Tissue Paper Market Trends:

Rise in awareness and emphasis on hygiene

The increasing awareness and emphasis on hygiene practices have had a significant impact on the market for tissue paper. Consumers are becoming more conscious about the importance of maintaining cleanliness and hygiene, especially in the wake of global health concerns. Tissue paper products, such as facial tissues, toilet paper, and paper towels, provide a convenient and hygienic solution for personal care routines and everyday tasks. The ease of use, disposability, and softness of tissue paper make it a preferred choice among the masses for maintaining cleanliness and promoting good hygiene practices. The growing awareness and importance of hygiene in personal care and cleanliness routines are driving the demand for tissue paper products, propelling the market growth.

Rise in demand from commercial and institutional sectors

The commercial and institutional sectors, including hospitality, healthcare, and food service industries, play a vital role in fueling the market growth. In these sectors, tissue paper products are essential for maintaining high standards of hygiene and cleanliness. Hotels, restaurants, hospitals, and public facilities require a constant supply of tissue paper for hand drying, surface cleaning, and other sanitary purposes. The growth in these sectors, driven by factors such as increasing population, urbanization, and rising standards of living, directly contributes to the high demand for tissue paper products. The expanding hospitality industry worldwide has a substantial impact on the tissue paper market as hotels and resorts require large quantities of tissue paper for guest rooms, public washrooms, and dining areas.

Increase in preference for sustainable and eco-friendly products

The growing preference for sustainable and eco-friendly products is a significant driver of the market for tissue paper. Consumers are increasingly becoming aware of the environmental impact of their purchasing choices and are actively seeking products that align with their sustainability values. Tissue paper manufacturers have responded to this substantial shift in preferences by offering environmentally friendly options. These products are often made from recycled materials or sourced from sustainably managed forests, reducing the ecological footprint associated with tissue paper production. The availability of eco-friendly tissue paper products has resonated with the eco-conscious consumer base, contributing to the market growth. Manufacturers have also focused on sustainable packaging and minimizing the overall environmental impact of their production processes, further catering to the growing demand for eco-friendly tissue paper.

Tissue Paper Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global tissue paper market report, along with forecasts at the global and regional levels from 2025-2033. Our report has categorized the market based on product, raw material, application and distribution channel.

Breakup by Product:

• Paper Napkin
• Paper Towel
• Facial Tissue
• Toilet Paper
• Wrapping Tissue
• Others
   

Paper napkin represents the most popular product

The report has provided a detailed breakup and analysis of the market based on the product. This includes paper napkin, paper towel, facial tissue, toilet paper, wrapping tissue and others. According to the report, paper napkin represented the largest segment.

Paper napkins have emerged as the dominating product in the market due to several key drivers. The increasing demand for convenience and hygiene in various settings, such as restaurants, cafes, and households, has propelled the adoption of paper napkins. They provide a convenient and disposable solution for maintaining cleanliness while having meals or performing other activities. Moreover, the rising trend of eating out and the growing food service industry have contributed to the dominance of paper napkins in the market.

Additionally, restaurants and food establishments rely on paper napkins to provide customers with hygienic and practical options. In line with this, the rising number of people dining in restaurants or taking away orders has augmented the demand for paper napkins. Apart from this, paper napkins come in various sizes, designs, and colors, allowing for personalization and branding opportunities. Moreover, the rising incorporation of business logos or artwork on paper napkins for enhancing brand presence and creating a visually appealing dining experience is contributing to the market growth.

Breakup by Raw Material:

• Wood Free
• Wood Containing
• Recovered Fiber
   

Recovered fiber holds the largest share in the market

A detailed breakup and analysis of the market based on the raw material has also been provided in the report. This includes wood free, wood containing and recovered fiber. According to the report, recovered fiber accounted for the largest market share.

Recovered fiber has become the dominating raw material in the market for tissue paper due to several key drivers. The growing emphasis on sustainability and environmental responsibility across industries has accelerated the product adoption rate. Tissue paper manufacturers are responding to this demand by opting for recovered fiber as a renewable and eco-friendly alternative to virgin wood pulp. Moreover, numerous advancements in recycling technologies and infrastructure have facilitated the availability and quality of recovered fiber. In addition, the development of efficient recycling systems that enable the collection, sorting, and processing of wastepaper into high-quality fibers suitable for tissue paper production is propelling market growth.

Furthermore, cost considerations play a significant role in the dominance of recovered fiber. It offers cost advantages compared to virgin wood pulp, making it an economically attractive option for tissue paper manufacturers. Along with this, the growing adoption of recovered fiber as it reduces raw material costs and can help companies achieve greater cost efficiencies in their production processes is another major growth-inducing factor.

Breakup by Application:

• Household
• Commercial
   

Tissue papers are mostly used in the commercial sector

A detailed breakup and analysis of the market based on the application has also been provided in the report. This includes the household and commercial. According to the report, commercial sector accounted for the largest market share.

The dominance of the commercial sector as the leading application segment in the market can be attributed to several key drivers. The rapid growth of the hospitality industry, including hotels, restaurants, and cafes, has augmented the demand for tissue paper products. These establishments require a constant supply of tissue paper for various purposes, such as napkins, towels, and toilet paper, to maintain cleanliness and hygiene standards for their customers. Moreover, the healthcare sector plays a crucial role in driving the dominance of the commercial application in the market for tissue paper. Hospitals, clinics, and other healthcare facilities have a high demand for tissue paper products owing to their crucial role in maintaining sanitation and preventing the spread of infections. Furthermore, the rising reliance of numerous restaurants, fast-food chains, and catering services on tissue paper products, such as napkins and disposable table covers, to provide a hygienic dining experience to customers and facilitate easy clean-up is contributing to the market growth.

Breakup by Distribution Channel:

• Supermarkets & Hypermarkets
• Convenience Stores
• Online Stores
• Others
   

Supermarkets & hypermarkets account for the majority of the share in the market

A detailed breakup and analysis of the market based on the distribution channel has also been provided in the report. This includes supermarkets & hypermarkets, convenience stores, online stores, and others. According to the report, supermarkets & hypermarkets accounted for the largest market share.

Supermarkets are large retail stores that offer a wide variety of food and non-food consumer products. On the other hand, hypermarkets are large-scale retail stores that combine the features of supermarkets and department stores. The convenience and one-stop shopping experience offered by supermarkets and hypermarkets attracts a broader customer base. These retail outlets provide a wide range of products, including tissue paper, making it convenient for consumers to fulfill all their household needs in a single location. Moreover, the easy availability of tissue paper in these stores ensures easy access for consumers, which in turn is contributing to the dominance of this distribution channel. Apart from this, supermarkets and hypermarkets have strong purchasing power and established relationships with tissue paper manufacturers and suppliers. They can negotiate competitive pricing and secure a steady supply of tissue paper products, ensuring a consistent stock for customers. Furthermore, supermarkets and hypermarkets invest in effective marketing strategies and promotions to attract customers. This marketing approach further helps drive sales and increases the visibility and demand for tissue paper products in these stores.

Breakup by Region:

• North America
• Asia Pacific
• Europe
• Middle East and Africa
• Latin America
   

North America exhibits a clear dominance in the market

The report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Europe, Middle East and Africa, and Latin America. According to the report, North America was the largest regional market for tissue paper.

North America held the biggest share in the market since the region has a high standard of living and strong consumer purchasing power, which in turn has augmented the demand for tissue paper products. The region's vast population, coupled with a growing focus on maintaining hygiene and cleanliness, has accelerated the adoption of tissue paper for various applications. Moreover, the well-established hygiene practices and awareness of personal care in North America contribute to the dominance of the region in the market. Consumers prioritize convenience, hygiene, and quality in their everyday routines, leading to a high demand for tissue paper products such as facial tissues, toilet paper, and paper towels.

Furthermore, the presence of prominent tissue paper manufacturers and technological advancements in the region bolster its dominance. North America is home to several major tissue paper manufacturers with advanced production capabilities, enabling them to meet the market demand efficiently and offer innovative products. Apart from this, the well-developed network of supermarkets, hypermarkets, convenience stores, and e-commerce platforms in the region that ensure wide accessibility and availability of tissue paper products to consumers is further propelling the market growth.

Competitive Landscape:

The market is experiencing a lower-than-anticipated demand compared to pre-pandemic levels however, this is likely to witness a paradigm shift over the next decade with the introduction of eco-friendly tissue paper products made from recycled fibers or sourced from sustainably managed forests that addresses the growing demand for sustainable and environmentally responsible options. Additionally, the leading manufacturers are developing premium tissue paper products, featuring enhanced designs, embossing, and scents to provide a more luxurious and sensory experience. Furthermore, the integration of technology has resulted in the development of "smart" tissue paper products that incorporate features such as moisture indicators or antibacterial properties, which has accelerated the product adoption rate. We also expect the market to witness new entrants, consolidation of product portfolios and increased strategic collaborations amongst key players to drive healthy competition within the domain during the forecast period.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• Asia Pulp and Paper Group (APP)
• Georgia-Pacific LLC
• Kimberly-Clark Corporation
• Procter & Gamble Company
• Hengan International Group Company Limited
• CMPC S.A.
• Cascades, Inc.
• Jukebox Print Inc.
• Paper Mart Inc.
• Svenska Cellulosa AB
• Unicharm Corporation
   

(Please note that this is only a partial list of the key players, and the complete list is provided in the report.)

Tissue Paper Market News:

• In June 2022, Procter & Gamble Company is focusing on minimizing potential harm to forests from their purchases of wood pulp for toilet paper and other products. The company has taken steps to address sustainability concerns by implementing measures to ensure responsible sourcing of wood pulp. Additionally, P&G is exploring alternative materials for tissue paper production, such as bamboo-based toilet paper, in order to reduce their reliance on wood pulp.
• In 2022, Kimberly-Clark Professional has recently launched its ICON dispenser collection, marking a significant development in the tissue paper industry. This collection includes a first-of-its-kind dispenser design that adds style to hygiene, featuring six interchangeable faceplate design options. It aims to provide a more aesthetically pleasing and customizable experience for users. Additionally, the dispenser is designed for use with coreless toilet paper rolls, reducing waste.
• In May 2023, CMPC S.A. integrated the Brazilian company Carta Fabril into one of its operations to strengthen the production capacity of tissue paper.

Tissue Paper Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the market from 2019-2033.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the global market.
• The study maps the leading, as well as the fastest-growing, regional markets.
• Porter's five forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the tissue paper industry and its attractiveness.
• The competitive landscape allows stakeholders to understand their competitive environment and provides insight into the current positions of key players in the market.