Mordor Intelligence has published a new report on the Global Tissue Paper Market, comprehensively analyzing trends, growth drivers, and future projections.
The tissue paper market is projected to grow from USD 22.03 billion in 2025 to USD 29.04 billion by 2030, reflecting a compound annual growth rate (CAGR) of 5.68% during 2025 – 2030. This growth is fueled by increasing consumer demand for hygiene products, advancements in tissue paper manufacturing technologies, and expanding distribution networks.
A survey by AFRY found that global tissue consumption reached approximately 44 million tons in 2023, with estimates pointing toward a climb to 55 million tons by 2032. This surge is attributed to factors such as rising disposable incomes, improving living standards, and rapid industrialization in emerging economies.
Tissue Paper Market Key Trends:
Bathroom Tissue Leading the Charge
Bathroom tissue remains the cornerstone of the tissue paper sector, driven by necessity and the global adoption of Western bathroom norms. The segment’s growth is bolstered by a shift toward organic variants, rising incomes, and governmental health initiatives. Developing nations are witnessing heightened emphasis on hygiene, spurring further demand.
However, escalating raw material costs present challenges. The prices of pulp, the primary raw material for tissue paper, have been rising due to supply chain disruptions and increased demand. Additionally, the emergence of alternatives like electronic dryers offers more sustainable and cost-effective solutions, potentially impacting traditional bathroom tissue consumption.
North America Holds the Largest Tissue Paper Market Share
North American consumers lead globally in tissue paper usage by volume, with toilet paper standing out as the dominant subsector. The tissue paper market is characterized by a concentration of major players, including Kimberly-Clark, Procter & Gamble, and Georgia-Pacific, collectively commanding about 80% of sales.
While the away-from-home segment thrives, challenges such as the scarcity of recovered fiber and its declining quality compel players to rely more on virgin fiber. Regional manufacturers are forging partnerships with pulp companies to reduce costs and bolster long-term growth. However, such integrations can strain pulp capacity, impacting the tissue market.
Tissue Paper Market Segmentation:
By Raw Material:
- Bleached Softwood Kraft Pulp (BSK)
- Birch Hardwood Kraft Pulp (BHK)
- High Yield Pulp (HYP)
- Other Raw Materials
By Product Type:
- Bathroom Tissue
- Paper Napkins
- Paper Towels
- Facial Tissues
- Specialty and Wrapping Tissue
By Type:
- At Home
- Away from Home
By Geography:
- North America
- Europe
- Asia-Pacific
- Latin America
- Middle East and Africa
This segmentation reflects the tissue paper markets adaptability to various consumer needs and regional preferences, ensuring targeted strategies for growth and development.
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Tissue Paper Market Key Players
The tissue paper market is highly fragmented due to high demand and numerous market players. Key companies include:
- Kimberly-Clark Corporation: A leading player with a strong presence in North America, known for brands like Kleenex and Scott.
- Georgia Pacific LLC (Koch Industries): Offers a wide range of tissue products and has a significant market share.
- SCA (Svenska Cellulosa Aktiebolaget): A European company focusing on sustainable tissue products.
- Procter & Gamble: Known for its Charmin brand, it holds a substantial share in the global market.
- Kruger Products: A Canadian company with a diverse portfolio of tissue products.
These companies leverage extensive distribution networks and significant marketing capabilities to maintain a competitive edge. Strategies include investments in sustainable production practices and enhancing supply chain efficiencies.
Conclusion: Navigating Growth Amidst Challenges
The tissue paper market is poised for steady growth, driven by increasing hygiene awareness, rising disposable incomes, and advancements in manufacturing technologies. However, challenges such as raw material costs and environmental concerns necessitate strategic adaptations. Companies focusing on sustainability, innovation, and efficient supply chain management are likely to thrive in this evolving landscape.
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