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0 Tissue Paper Market Overview:
According to Fortune Business Insights, the global tissue paper market was valued at USD 90.99 billion in 2024. It is projected to grow from USD 96.57 billion in 2025 to USD 154.54 billion by 2032, registering a CAGR of 6.95% during the forecast period. Asia Pacific led the global market in 2024 with a dominant share of 32.18%. In the United States, the tissue paper market is poised for significant expansion, expected to reach USD 37.43 billion by 2032—driven by technological advancements in tissue paper design and production.
Tissue paper products have become essential in maintaining hygiene and cleanliness across residential and commercial environments. The increasing global emphasis on sanitation and public health is a key driver of market growth. In commercial settings—such as offices, restaurants, and healthcare facilities—tissue paper is extensively used to ensure a clean and germ-free environment.
Consumers are becoming more health-conscious, increasingly favoring hygiene-focused products to guard against bacterial and viral infections. This trend is spurring demand for advanced tissue paper solutions that offer superior protection and cleanliness, including antibacterial variants—further propelling market expansion.
Key Companies Profiled
- Von Drehle Corporation (U.S.)
- First Quality Tissue LLC (U.S.)
- Orchid Paper Products Company (U.S.)
- Kruger Inc. (Canada)
- Asian Pulp & Paper (China)
- Svenska Cellulosa AB (Sweden)
- Hengan (China)
- Croix Tissue (U.S.)
- AbitibiBowater Inc. (Canada)
- CMPC Tissue SA (Chile)
- Sofidel Group (Italy)
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Market Drivers & Challenges
Growth Drivers:
The rising demand for personal hygiene products and increasing awareness around sanitation are key growth drivers. Tissue papers are widely used for cleaning surfaces, hands, and equipment—especially in healthcare and food services. For example, according to FAO, China’s production of household and sanitary paper rose from 10.99 million tons in 2020 to 11.25 million tons in 2021, indicating robust demand.
Challenges:
Environmental concerns such as deforestation and climate impact from tree-based pulp production pose challenges for the tissue paper industry. These issues may dampen consumer demand and hinder market growth, encouraging a shift toward eco-friendly alternatives.
Market Segmentation
By Product Type:
The market is segmented into facial tissue, paper towels, wipes, bath & toilet tissue, and others. The bath & toilet tissue segment holds the largest share due to high usage in both households and commercial restrooms, especially in the expanding hospitality and tourism sectors.
By Application:
Segmented into household and commercial use, the commercial segment leads due to high demand from hotels, restaurants, and corporate offices—where tissues are heavily used during food service and cleaning operations.
Regional Insights
Asia Pacific is projected to maintain its dominance in the global tissue paper market, supported by strong manufacturing capabilities in countries like China, Japan, and India. According to the China Paper Association, there were around 2,700 paper and board enterprises in China in 2019 alone. Rapid urbanization and a growing food service industry are further accelerating demand in the region.
Competitive Landscape
Sustainable innovation and robust supply chain management are critical for market leadership. Companies like Svenska Cellulosa AB are leveraging advanced technologies to improve absorbency and raw material efficiency, focusing on environmental sustainability. Players such as CMPC and Hengan Inc. are also implementing strategic investments and innovations to strengthen their market presence.
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Notable Industry Development
- January 2023 – Bampooh LLC. launched a BPA-free, sustainable bamboo toilet paper product in the U.S. market.
- October 2022 – Suzano SA, a Brazilian pulp maker, has signed a deal to acquire Kimberly Clark’s tissue paper operations in the country. The acquisition is claimed to increase the tissue operations to a manufacturing capacity of around 280,000 TPA.
- February 2022 – Kruger Products launched its Bonterra household paper products line in Canada. The products include bath tissue, paper towel, facial tissue, etc., made from responsibly sourced materials in plastic-free packaging.
- June 2021: Renova, a Portuguese brand, introduced “Divine”—a toilet paper wrapped in recyclable and biodegradable paper. This launch underscores Renova’s commitment to eco-conscious innovation and sustainability-focused consumer awareness.
