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The tissue paper market size is forecast to increase by USD 29.39 billion at a CAGR of 5.82% between 2023 and 2028. The market is witnessing significant growth due to increasing health standards and improved sanitation facilities, particularly in developing economies. With a focus on health and wellness, the annual growth rate of the market is projected to expand at a strong pace, reaching a substantial market volume by the forecast period. Historical developments, such as the shift towards disposable products and the convenience they offer, have contributed to the market's growth. Survey results indicate that consumers are increasingly turning to e-commerce technology for purchasing tissue paper, further fueling market expansion. However, the threat of prominent substitutes, such as reusable cloth and water, poses a challenge to market growth. Despite this, the market is expected to continue its upward trajectory, driven by population growth and the increasing awareness of health and hygiene.
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The market is witnessing significant growth due to increasing hygiene awareness and the rising demand for paper-based products in various sectors. The market includes toilet paper, paper tissues, wipes, paper towels, and face masks, among others. The healthcare and household sanitation segments are major contributors to the market's growth, with the demand for eco-friendly and sustainably sourced materials, such as recycled paper pulp, gaining popularity. The bath & toilet segment and residential segment are the major end-users, with corporate workplaces, catering places, hospitals, and online sales channels also contributing to tissue paper market growth. The increasing concern over germs and viruses has led to an increased demand for tissue paper products, especially in the healthcare sector.
Furthermore, product innovation is a key trend in the tissue paper market, with companies introducing natural ingredients and alternative raw materials, such as bamboo and sugarcane fibers, to cater to the growing demand for eco-friendly and sustainable tissue paper products. However, deforestation and the use of pulp-based items remain concerns for the market, with consumers and regulatory bodies pushing for more sustainable and ethical sourcing practices. Consumer spending on tissue paper products is expected to continue to rise, driven by the increasing demand for hygiene and sanitation products and the growing awareness of the importance of maintaining good health. The market is expected to grow steadily, with the demand for paper tissues, wipes, and paper towels remaining strong in the coming years.
The tissue paper market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion" for the period 2024-2028, as well as historical data from 2018-2022 for the following segments.
The commercial segment is estimated to witness significant growth during the forecast period. The market encompasses various applications, with the bath and toilet segment being a significant contributor. Key players in this sector include Kimberly-Clark Corporation and Resolute Forest Products. In the residential segment, household items such as toilet paper, paper tissues, and baby diapers dominate. However, the commercial or non-residential segment is poised for substantial growth. This segment includes the utilization of tissue paper in workplaces, hotels, hospitals, restaurants, spas, beauty parlors, fashion studios, and aircraft. The expanding travel industry and the rising number of people seeking medical care are primary drivers for this growth. The demand for disposable products like tissue paper is escalating due to the increasing number of people occupying hotels, restaurants, and spa centers. Furthermore, medical professionals advocate for the use of tissue paper to ensure hygiene in hospitals.
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The commercial segment accounted for USD 46.07 billion in 2018 and showed a gradual increase during the forecast period.
APAC is estimated to contribute 36% to the growth of the global tissue paper 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 market in the Asia Pacific (APAC) region is experiencing significant growth due to several factors. The region's population growth, particularly among the elderly, is a major driver of demand for hygiene products such as toilet paper and paper tissues in the bath and toilet segment. Changes in lifestyles and increasing average incomes have also fueled the demand for tissue paper in the residential segment. Furthermore, consumers in APAC are prioritizing health and hygiene, leading to an increase in demand for tissue paper in various applications. Key players in the market include Kimberly-Clark Corporation and Resolute Forest Products, among others.
Furthermore, household paper products, including toilet paper and paper tissues, are expected to dominate the market during the forecast period. Additionally, the increasing use of tissue paper in baby diapers and face masks is also contributing to tissue paper market growth. The APAC region is witnessing the fastest revenue growth in the market due to these factors.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Increasing concerns about health and hygiene in developing economies is the key driver of the market. The tissue paper market in developing countries is witnessing significant growth due to increasing hygiene awareness and the expanding hospitality industry. With economic development and urbanization, disposable incomes have risen, leading to a shift in consumer purchasing behavior. This trend is particularly noticeable in emerging economies, such as those in the Asia Pacific region. Consumers are now prioritizing convenience and are more open to trying new products, including tissue paper, which are readily available online. Additionally, the hospitality sector is driving demand for tissue paper as they prioritize product innovation and sustainability. The use of recycled paper material in tissue paper production is becoming increasingly popular due to environmental concerns and the efforts of organizations to reduce deforestation.
Furthermore, pulp-based items continue to dominate the market, but there is a growing trend towards using raw materials that are more eco-friendly. Overall, the market is expected to continue expanding in the coming years as consumers in developing countries prioritize convenience, hygiene, and sustainability.
Increasing adoption of e-commerce is the upcoming trend in the tissue paper market. The market is witnessing significant growth due to the increasing hygiene awareness among consumers. Hygiene-conscious establishments, such as hotels and restaurants, are major consumers of tissue paper. Companies in this market are innovating by introducing recycled paper materials to reduce deforestation and the use of raw materials derived from pulp-based items. Online sales of tissue paper are gaining traction as consumers become more aware of the convenience and wide product offerings available through digital channels. Small and local companies are capitalizing on this trend by making their products accessible online, thereby expanding their customer base beyond local markets.
Furthermore, the growing internet penetration is driving the online purchase of tissue paper, providing consumers with detailed product descriptions and facilitating the discovery of high-quality tissue paper.
Threat of prominent substitutes is a key challenge affecting tissue paper market growth. The market has experienced significant growth due to increasing hygiene awareness and the widespread use of tissue paper in various sectors, including hotels and restaurants. However, the rise of hand dryers as a hygiene alternative, particularly in commercial settings, poses a challenge to the market.
Furthermore, establishments have adopted hand dryers as a more sustainable and cost-effective solution, which may negatively impact the sales of tissue paper, specifically in the paper towel segment. Although product innovation, such as recycled paper material and pulp-based items, is a potential solution to mitigate the environmental concerns associated with raw materials, the high initial investments and maintenance costs of hand dryers hinder their widespread adoption.
The tissue paper market forecasting 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 tissue paper market growth analysis report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Asia Pulp and Paper APP Sinar Mas - The company offers tissue papers such as bath tissue, roll towel and multifold, facial tissue and others.
The tissue paper market research and growth report includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative 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 tissue paper market is witnessing significant growth due to the increasing demand for household sanitation and hygiene. The market caters to various end-users, including corporate workplaces, catering places, hospitals, and hotels and restaurants. With the rising awareness of germs and viruses, the demand for tissue products, such as wipes, paper towels, and toilet paper, has increased. Sustainably sourced materials, such as wood fiber and recycled paper pulp, are gaining popularity in the market. Eco-friendly toilet paper made from natural ingredients, like aloe vera and almond oils, and fragranced products are also trending. The bath & toilet segment holds the largest market share, with the residential segment following closely.
The market is influenced by various factors, including population growth, human development, health standards, and improved sanitation facilities. Historical developments, such as the Russia-Ukraine war, exchange rates, and country-specific associations, also impact the market. Product innovation is a key trend in the market, with companies focusing on developing pulp-based items using raw materials like bamboo and sugarcane. Kimberly-Clark Corporation and Resolute Forest Products are some of the major players in the market. In addition, the market sizes for various tissue paper products, including toilet paper, paper tissues, baby diapers, face masks, and incontinence products, are increasing due to consumer spending and the growth of online sales channels. Retail sales and market volumes are forecasted to continue their upward trend, driven by the increasing demand for hygiene and sanitation products.
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, market forecast, fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market condition analysis for the forecast period |
Customization purview |
If our tissue paper market forecast report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Distribution Channel
8 Market Segmentation by Product
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Trends
12 Vendor Landscape
13 Vendor Analysis
14 Appendix
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