Global Kitchen Towel Market: Opportunities and Challenges 2015-2019

  • Published: Aug 2015
  • Pages: 65
  • SKU: IRTNTR6915

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Market overview of the global kitchen towel market

The global kitchen towel market is expected to grow steadily at a CAGR of around 6% during the forecast period. While the Americas have been dominating the market since 2014, APAC is predicted to witness fastest growth rate. The rapid growth in APAC is largely due to rising urban population and increase in consumer spending.

The kitchen towel market is also seeing constant product launches based on new technology. For instance, Voith Tissue Innovation Centre in Sao Paulo has developed the ATMOS technology that consumes 35% less energy compared to TAD technology and also boasts of lower investment costs. 

Leading vendors in the kitchen towel market
The top vendors in the market are: - 

  •     Kimberly-Clark
  •     Koch Industries
  •     P&G
  •     Svenska 
  •     Wausau 

Other prominent vendors in the market include are Accrol, Alder Tissues, Renova, Rodriquez, Towel Depot, and Wepa.

There is a substantial competition from the private labels that offer low-cost products with low manufacturing costs which enables them to offer a wide variety of products at competitive prices. As a result, they have a superior market penetration that has been affecting the other vendors in the market. Innovation and constant marketing are of the utmost importance within this market. Private labels have been adopting the emerging trends within this market such as improved absorbency, new prints and eco-friendly products.

Segmentation of the global kitchen towel market by application

  •     Residential
  •     Commercial 

In terms of revenue, the commercial sector accounts for nearly 58% of the market share followed by the residential sector. The large share is primarily due to the high usage of towels in restaurants and other commercial places. The residential sector is predicted to reach $5 billion in revenue by 2019, mainly due to lifestyle changes. This sector is seeing a growing focus on aesthetic factors even though the primary reason for purchase remains the quality of the towel.  

Segmentation of the global kitchen towel market by geography

  •     Americas
  •     EMEA
  •     APAC

The Americas has been the biggest revenue contributor in the global kitchen towel market with a share of around 48%, followed by EMEA and APAC. The report predicts that by the end of the forecast period, APAC would emerge as the fastest growing region, with countries like China and Australia being the major contributors to the market share of this region. 

From a point of low-cost products, private labels have evolved to include a wider range of goods matching the quality of a branded product at competitive prices. Private brands account for nearly 80% of the market in Western Europe. French retail groups like Tesco and Carrefour have been the major contributors to this market by providing consumers the choice of private as well as branded products in their outlets. Italy, Turkey and Poland are the key countries in the EMEA region.

Key Driver: Growing urban population

The demand for good quality home and personal care products has grown exponentially due to the changing lifestyle needs of the increasing urban population. According to WHO, the overall urban population has increased by nearly 20% since the 1960s. An increase in the disposable income of consumers has also fuelled the demand for this market.

Other sections of the report include an analysis of the following

  •     Key drivers, challenges, trends and their impact on the global kitchen towel market
  •     Five forces analysis of the kitchen towel market
  •     Market challenges for the global kitchen towel market
  •     Influence of western culture in the market
  •     Mergers and acquisitions in the kitchen towel market

Related reports

PART 01: Executive summary
PART 02: Scope of the report
Market overview
Top-vendor offerings
PART 03: Market research methodology
Research methodology
Economic indicators
PART 04: Introduction
Key market highlights
PART 05: Market landscape
Market overview
Market size and forecast
Five forces analysis
PART 06: Market segmentation by application
Global kitchen towel market by application 2014-2019
Global residential kitchen towel market
Global commercial kitchen towel market
PART 07: Market Segmentation by Product
Global kitchen towel market by product 2014-2019
Global kitchen towel market by cloth-based towel
Global kitchen towel market by paper-based towel
PART 08: Geographical Segmentation
Global kitchen towel market by geography
Kitchen towel market in Americas
Kitchen towel market in EMEA
Kitchen towel market in APAC
PART 09: Key leading countries
PART 10: Market drivers
PART 11: Impact of drivers
PART 12: Market challenges
PART 13: Impact of drivers and challenges
PART 14: Market trends
PART 15: Vendor landscape
Key Vendors
Other prominent vendor analysis
Aldar Tissue
Rodriquez Pty
Towel Depot
PART 16: Key Vendor Profile
Kimberly Clark
Koch Industries
Svenska Cellulosa Aktiebolaget SCA
Wausau Paper
PART 17: Appendix
List of abbreviation

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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