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The tissue paper market size is estimated to grow at a CAGR of 5.76% between 2022 and 2027. The market size is forecast to increase by USD 26,066.82 million. The growth of the market depends on several factors, including the concerns about health and hygiene driving the demand for tissue paper in developing economies, the rise in hospitalizations and healthcare expenditure, and the adoption of multiple marketing and promotional strategies by key competitors.
This tissue paper market report extensively covers market segmentation by product (toilet paper, facial tissue, paper towel, and others), application (commercial and residential), distribution channel (hypermarkets and supermarkets, specialty stores, online retail, and others), and geography (APAC, North America, Europe, South America, and Middle East and Africa). It also includes an in-depth analysis of drivers, trends, and challenges. Furthermore, the report includes historic market data from 2017 to 2021.
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The concerns about health and hygiene driving the demand for tissue paper in developing economies are notably driving the market growth, although factors such as the threat of prominent substitutes may impede the market growth. Our researchers analyzed the data with 2022 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.
One of the key factors driving growth in the tissue paper market is the growing concerns about health and hygiene in developing economies. The markets in the developing countries have tremendous potential for growth as the markets in the developed regions like North America and Europe have become quite mature. Due to economic development, urbanization and disposable incomes in many developing countries have increased. In recent times, emerging economies such as those in APAC have been experiencing a change in purchasing behavior and habits of consumers.
As tissue paper is used in the foodservice sector for packaging and takeaway products, the increasing consumption of packaged food is expected to drive the demand for specialty paper. Factors such as the increasing population and growing awareness about hygiene in the developing countries will have a positive influence on the market during the forecast period.
The adoption of e-commerce is a tissue paper market trend that is expected to have a positive impact in the coming years. Small and local vendors are successful in reaching premium customers by making their products available online and thus on a national scale. The increasing internet penetration is leading to a rise in awareness about the online purchase of tissue paper products.
Consumers find online platforms convenient for purchasing facial care products. E-commerce platforms also offer personalized shopping assistance and suggestions about products. Hence, consumers prefer these online platforms for purchasing products. There has been significant growth in e-commerce sales of tissue paper through online platforms like Nykaa, Flipkart, and Amazon. Such factors will increase the market growth during the forecast period.
The threat of prominent substitutes will be a major challenge for the tissue paper market during the forecast period. The demand for hand dryers, especially in commercial places like hotels, restaurants, workplaces, and others, has significantly increased across the world. These devices act as a potential threat to the market because a major part of the sales in the market is from the paper towel segment. The increasing popularity of hand dryers will adversely affect the sales of tissue papers during the forecast period.
Moreover, the hand sanitizers are used as substitutes for tissue papers. These products are affordable and convenient and pose a challenge to the market. The rising number of restaurants and the flourishing hospitality sector drives the demand for hand sanitizers. Substitutes such as hand dryers and hand dryers pose serious challenges to the growth of the market.
The 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 growth strategies.
Global Tissue Paper Market Customer Landscape
Vendors 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.
American Paper Converting Inc.: The company offers bath tissue paper which is used for personal cleansing after defecation or urination. Also, the company offers bathroom tissue, facial tissue, and paper towel products.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market vendors, including:
Qualitative and quantitative analysis of vendors 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 vendors as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize vendors as dominant, leading, strong, tentative, and weak.
The market share growth by the toilet paper segment will be significant during the forecast period. Toilet paper is extensively used in the household to maintain the well-being and hygiene requirements of people. There are different types of tissue paper, such as one-ply and two-ply. The increase in germs, dirt, and micro-organisms has become a cause of several diseases.
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The toilet paper segment was valued at USD 34,661.01 million in 2017 and continue to grow by 2021. High growth of this segment is expected during the forecast period, owing to people's increasing awareness of hygiene and health and increasing westernization in developing countries. The increasing purchasing power of the middle class is expected to further improve living standards and enable consumers to purchase different types of toilet paper. This is expected to boost the demand for toilet paper during the forecast period.
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APAC is estimated to contribute 40% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The steady increase in population, especially the elderly, has increased the demand for sanitary products such as tissue paper in the region. Lifestyle changes and rising average incomes are also boosting the demand for sanitary paper. Growing interest in hygiene and increasing urbanization will have a positive impact on the regional tissue paper market during the forecast period.
In 2020, the COVID-19 outbreak negatively impacted the regional tissue paper market. However, the lockdown restrictions were lifted due to the initiation of large-scale COVID-19 vaccination drives across the region in the second half of 2020, which led to the resumption of operations in offline retail stores and manufacturing units and the restoration of supply chains. Also, growing concerns over ensuring health and hygiene among consumers are expected to increase the demand for household hygiene products, including tissue paper. This trend is expected to continue and drive the growth of the regional tissue paper market during the forecast period.
The tissue paper market report forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
Technavio categorizes the global tissue paper market as a part of the global household products market. The global household products market covers non-durable household products, including detergents, soaps, diapers, and other tissue and household paper products. Our market research report has extensively covered external factors influencing the parent market growth during the forecast period.
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Tissue Paper Market Scope |
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Report Coverage |
Details |
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Page number |
184 |
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Base year |
2022 |
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Historic period |
2017-2021 |
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Forecast period |
2023-2027 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 5.76% |
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Market growth 2023-2027 |
USD 26,066.82 million |
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Market structure |
Fragmented |
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YoY growth 2022-2023(%) |
4.78 |
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Regional analysis |
APAC, North America, Europe, South America, and Middle East and Africa |
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Performing market contribution |
APAC at 40% |
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Key countries |
US, Canada, China, India, and Germany |
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Competitive landscape |
Leading Vendors, Market Positioning of Vendors, Competitive Strategies, and Industry Risks |
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Key companies profiled |
American Paper Converting Inc., Asia Pulp and Paper APP Sinar Mas., Carmen Tissues SAE, Cascades Inc., Clearwater Paper Corp., CMPC SA, Essity Aktiebolag, Georgia Pacific LLC, Hengan International Group Co. Ltd., JUKEBOXPRINT.COM INC., Kimberly Clark Corp., Kruger Inc., METSA GROUP, MPI Papermills Inc., Paper Mart, Resolute Forest Products Inc., Sofidel Spa, The Procter and Gamble Co., The SCA Group LLC, and Unicharm Corp. |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period. |
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Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Application
8 Market Segmentation by Distribution Channel
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Trends
12 Vendor Landscape
13 Vendor Analysis
14 Appendix
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.
INFORMATION SOURCES
Primary sources
Secondary sources
DATA ANALYSIS
Data Synthesis
Data Validation
REPORT WRITING
Qualitative
Quantitative
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