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The tissue paper market size is forecast to increase by USD 29.39 billion, at a CAGR (compound annual growth rate) of 5.82% between 2023 and 2028. The rise in hospitalizations and healthcare expenditure is notably driving the market growth. Factors such as the increasing number of hospitalizations and rising healthcare expenditure are fueling the demand for household paper and paper tissues. These are essential hygiene products and are primarily used by the healthcare sector.
The rise in the number of healthcare facilities has fueled the demand for tissue paper and cotton. Growing concerns about health and safety have increased the demand for hygiene products such as feminine hygiene products and baby diapers. Many people use tissue paper for personal hygiene. Face masks and incontinence products are also increasingly in demand. Market volume analysis, examining market indicators, and analyzing market data alongside historical developments and current trends through survey results and primary research are essential for understanding market dynamics.
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The market research report growth by the commercial segment will be significant during the forecast period. The growing number of people traveling locally or abroad results in them occupying hotels, restaurants, and spa centers. Subsequently, there is an increase in the demand for disposable products like tissue paper.
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The commercial segment was the largest and was valued at USD 46.07 billion in 2018. Moreover, millions of people are hospitalized every year because of health issues. The use of tissues is advocated by doctors and health practitioners to maintain hygiene. The increasing number of hospitalizations has a direct impact on the market. Western Europe and North America are the key markets for this segment. The market in APAC is expected to witness the fastest growth due to the economic growth and ever-rising population. Thus, the commercial segment is expected to drive the growth of the market during the forecast period.
The residential segment of the market comprises domestic applications. Tissue paper used in such applications is also known as consumer tissue paper. Toilet paper, facial tissues, paper napkins, and specialty and wrapping tissues are the different types of tissues commonly used in domestic and household applications. The availability of a wide range of tissues for household applications intensifies competition among vendors in the household segment. The wide availability of products in the market, coupled with their extensive use in homes, is driving the market during the forecast period. Therefore, these factors will accelerate the growth of the market during the forecast period.
Hypermarkets and supermarkets offer a variety of brands and stock-keeping units (SKUs) at competitive prices. Consumers prefer buying tissues from stores as customers in supermarkets can choose from a large variety of products. Convenience, SKUs, and brand variety are some factors considered while purchasing products from hypermarkets, supermarkets, convenience stores, and clubhouse stores. The wide popularity of these retail stores helps tissue manufacturers extend their consumer base. Walmart Stores, Shoprite, Tesco, and Spar are some of the popular hypermarkets and supermarkets. Thus, the hypermarkets and supermarkets segment is expected to drive the growth of the market during the forecast period.
Convenience stores, sometimes referred to as bodegas, corner stores, or convenience shops, are tiny retail businesses that provide a range of commonplace goods for the convenience of their patrons. Convenience store chains that are well-known include 7-Eleven, American Retail Supply, and Wawa. Further, convenience stores often offer discounts, promotions, and package discounts. Purchasing snacks and discounted tissue paper are two examples. Customers are encouraged to buy tissues along with other products by such offers. People who live in cities and have hectic schedules tend to rely on convenience stores. Tissue paper demand changes with changing lifestyles. Sales of tissue paper are impacted positively by convenience stores adaptation to these changes. Thus, the convenience stores segment is expected to drive the growth of the market during the forecast period.
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APAC is estimated to contribute 36% to the growth of the global market research and growth during the forecast period. Technavio's analysts have provided extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. The rising urbanization in APAC is expected to play a crucial role in the growth of the regional market during the forecast period. The increasing number of dual-income households will drive the purchasing power of end-users. Moreover, the rising number of restaurants and dependency on online food service has increased the demand for tissues in the region during the forecast period.
The Tissue Paper Market is being driven by the rise in hospitalizations and healthcare expenditure, leading to increased demand for tissue products for household sanitation and hygiene purposes. An evident trend in this market is the increasing adoption of e-commerce channels for purchasing tissue products, catering to the convenience and preferences of consumers.
However, the industry faces challenges including the threat of prominent substitutes, particularly in segments like sanitizing property-based hygiene products. Tissue paper finds extensive use not only in households but also in corporate workplaces, catering places, and hospitals, where its role in cleaning and sanitary purposes is indispensable in combating bacterial and viral infections. With a diverse product range including toilet paper, paper tissues, feminine hygiene products, baby diapers, and face masks, the market continues to expand through both retail and online sales channels. Informed by market research and growth analysis, companies navigate through market sizes and volume, leveraging historical developments and current trends to make informed decisions and forecast future demand effectively.
The rise in hospitalizations and healthcare expenditure is notably driving the market growth. Factors such as the increasing number of hospitalizations and rising healthcare expenditure are fueling the demand for tissues. These are essential hygiene products and are primarily used by the healthcare sector. The rise in the number of healthcare facilities has fueled the demand for tissue paper and cotton. Growing concerns about health and safety have increased the demand for hygiene products such as tissue paper. Many people use tissue paper for personal hygiene. Paper towels, facial tissues, and toilet tissues are all included.
Additionally, the increase in hospitalizations has fueled the demand for essential hygiene products, such as tissues. The rise in the number of inpatients fuels the demand for tissues. Doctors and health practitioners advocate the use of tissue paper to promote hygiene. The increasing expenditure on hygiene products is expected to have a significant growth in the market during the forecast period.
Increasing adoption of e-commerce is an emerging trend shaping market growth. Companies operating in the market are increasingly offering discounts for consumers to encourage sales of tissues on online platforms. These act as a marketing and promotional tool and will further propel market growth through online channels. Small and local vendors are successful in reaching premium customers by making their products available online and, thus, on a national scale. E-commerce platforms also offer personalized shopping assistance and suggestions about products.
Consequently, consumers prefer these online platforms for purchasing products. E-commerce platforms allow consumers to compare and collect information about products and enable them to provide valuable feedback on products through reviews and ratings. There has been significant growth in e-commerce sales of tissues through online platforms such as Nykaa, Flipkart, and Amazon. Thus, the adoption of e-commerce is one of the major trends for the growth of the market during the forecast period.
The threat of prominent substitutes is a significant challenge hindering market growth. The demand for hand dryers, especially in commercial places such as hotels, restaurants, workplaces, and others, has significantly increased across the world. The need for hand dryers as a hygiene device has gained importance due to their convenience and minimal wastage of paper. These devices act as a potential threat to the global market because a major part of the sales in the market is from the paper towel segment. Factors such as heavy initial investments and maintenance costs hamper the adoption of hand dryers.
Moreover, hand sanitizers are more hygienic than tissues. Most deadly diseases can be reduced with the use of hand sanitizers regularly. The rise in the prevalence of highly contagious diseases, including COVID-19, avian flu, and H1N1 influenza, across the world, has increased the consumption of hand sanitizers. Substitutes such as hand dryers and hand dryers pose serious challenges to the growth of the market during the forecast period.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, which are forecasts to enhance their presence in the market report.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
The market analysis and report of qualitative and quantitative market trends and analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and trends strategies.
Customer Landscape
The Tissue Paper Market is witnessing significant growth driven by household sanitation needs and tissue product demand in various sectors including corporate workplaces, catering places, and hospitals. With an increasing focus on cleaning and sanitary purposes, consumers seek sanitizing property-based hygiene products to combat bacterial and viral infections caused by germs and viruses.
Manufacturers are responding by offering a range of colored and textured products made from sustainably sourced materials such as wood fiber and recycled paper pulp to produce eco-friendly toilet paper, wipes, and other sanitary items. Innovations like Procter & Gamble's 'Puffs Plus Lotion Facial Tissues', enriched with natural ingredients like Aloe Vera and Almond oils, cater to fragranced product preferences.
The market extends beyond households to include hotels, restaurants, and the tourism and hospitality sectors, where brands like Marriot International prioritize hygiene and cleanliness-related promotional campaigns. Product innovation drives competition among industry leaders like Kimberly-Clark Corporation, known for offerings like Andrex Shea Butter toilet tissue.
As consumers shift towards online sales channels, retail sales and market sizes continue to expand, supported by forecasting techniques and market-leading companies. With a focus on health standards and improved sanitation facilities, the market reflects a commitment to hygiene awareness and consumer spending per capita.
The market analysis and report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2018 to 2028.
Tissue Paper Market Scope |
|
Report Coverage |
Details |
Page number |
192 |
Base year |
2023 |
Historic period |
2018-2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 5.82% |
Market Growth 2024-2028 |
USD 29.39 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
4.8 |
Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
Performing market contribution |
APAC at 36% |
Key countries |
US, China, India, Germany, and UK |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
American Paper Converting Inc., Asia Pulp and Paper APP Sinar Mas., Carmen Tissues SAE, Cascades Inc., Clearwater Paper Corp., Good Goods Pty Ltd, JUKEBOXPRINT.COM INC., Kimberly Clark Corp., Koch Industries Inc., Kruger Inc., MPI Papermills Inc., Paper Mart, Resolute Forest Products Inc., The Cheeky Panda, The Procter and Gamble Co., The SCA Group LLC, Unicharm Corp., Unilever PLC, METSA GROUP, Hengan International Group Co. Ltd., Empresas CMPC S.A., Sofidel Group, and Amazon.com Inc. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, market growth analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period. |
Customization purview |
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