Tissue Paper Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Type (Facial Tissue Paper, Toilet Tissue Paper, Napkins, Paper Towel, Others), By Nature (Organic, Regular), By End User (Residential, Commercial), By Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Specialty Stores, Online, Others), By Region & Competition, 2020-2030F

Market Overview

The Global Tissue Paper market was valued at USD 95.36 billion in 2024 and is expected to grow to USD 150.31 billion by 2030 with a CAGR of 6.25% during the forecast period. The Tissue Paper market is primarily driven by increasing consumer awareness of hygiene and health, which has led to higher demand for personal care products like toilet paper, facial tissues, and paper towels. As consumers prioritize cleanliness and convenience, the demand for disposable tissue products has surged. Additionally, growth in the healthcare, hospitality, and foodservice sectors is contributing to the market expansion, as these industries rely on tissue products for cleanliness and hygiene purposes. As a part of this, according to IBEF, The Indian food services sector is set to experience significant growth, with a projected CAGR of 8.1% from 2024 to 2028.The sector's current contribution to India's GDP is 1.9%. Increasing urbanization, along with a rise in disposable incomes, especially in emerging economies, is also supporting market growth. Also, sustainability trends are driving demand for eco-friendly tissue paper products made from recycled materials, creating new opportunities in the market. Growing e-commerce platforms are also boosting product accessibility.

Key Market Drivers

Growing Innovation by Key Player

Growing innovation by key players is a significant driver in the global tissue paper market. As a part of this, as of May 2024, the Sofidel Group launched its Regina Rotoloni toilet paper maxi rolls in Spain, Poland, the Netherlands, Hungary, and Romania. As the demand for tissue products continues to rise, manufacturers are focusing on innovation to meet changing consumer preferences and differentiate themselves in a competitive market. Key players are developing new tissue paper products with enhanced features such as improved softness, strength, and absorbency, which are essential for increasing consumer satisfaction. Additionally, there is a growing focus on sustainable innovation, with many companies investing in the development of eco-friendly tissue paper made from recycled materials or sustainable wood sources. This not only caters to environmentally conscious consumers but also aligns with global sustainability goals. Also, product diversification has become a priority for market leaders, with innovations like hypoallergenic tissues, scented options, and biodegradable variants gaining popularity. Companies are also leveraging advanced technologies for better manufacturing processes, reducing waste, and increasing production efficiency. In addition, e-commerce platforms are being used to showcase and sell innovative tissue products, allowing manufacturers to reach a wider customer base. The continuous innovation by key players is driving the growth of the global tissue paper market, responding to both consumer demands for quality and sustainability.

Increasing Investment by Major Player

Increasing investment by major players is a significant driver in the global tissue paper market. As a part of this, as of December 2024, Georgia-Pacific LLC, a U.S. pulp and paper manufacturer headquartered in Atlanta, Georgia, is committing USD 90 million to its Crossett, Arkansas mill to further develop its retail consumer tissue paper operations. With the investment in the Crossett mill, 50 new jobs will be created and the converting capacity for high-quality bath tissue paper, including Georgia-Pacific’s valued Angel Soft brand, will be expanded. The first output from this investment is anticipated in 2026. At this project’s conclusion, Georgia-Pacific will have made investments totalling over USD 250 million since 2019.As the demand for tissue products continues to grow, especially in emerging markets, key manufacturers are increasing their investments to expand production capacities, improve technology, and meet evolving consumer needs. These investments are being directed toward upgrading manufacturing facilities, implementing advanced technologies, and enhancing product quality to maintain competitiveness. Many major players are investing in sustainable practices, including the development of eco-friendly tissue products made from recycled or responsibly sourced materials. This aligns with the growing consumer preference for environmentally conscious products and regulations around sustainability. By adopting green technologies and sustainable sourcing, these companies aim to improve their market position and reduce their environmental footprint. Also, major players are diversifying their product portfolios to include premium tissue options, such as ultra-soft, hypoallergenic, and scented tissues, which appeal to health-conscious and luxury-oriented consumers. This is driving further investment in research and development to create innovative and specialized tissue products. In addition, these companies are strengthening their distribution channels, including expanding e-commerce platforms and global retail partnerships, to increase accessibility and reach a wider audience. The increasing investment by major players in both innovation and infrastructure are propelling the growth of the global tissue paper market, positioning it for sustained expansion.

Rising Awareness Among Consumers Regarding Health & Hygiene

Rising awareness among consumers regarding health and hygiene is a major driver in the global tissue paper market. As consumers become more health-conscious, there is a growing emphasis on hygiene products that promote cleanliness and overall well-being. This shift has significantly boosted the demand for tissue paper products, particularly in the wake of the COVID-19 pandemic, which heightened awareness about the importance of sanitation and personal hygiene. Consumers are increasingly opting for products such as facial tissues, toilet paper, and paper towels that provide both comfort and cleanliness. The demand for tissue products that are hypoallergenic, antibacterial, and gentle on the skin is also rising, as consumers seek products that support their health without compromising on quality. Also, there is a growing preference for disposable tissue products, which are perceived as more hygienic and convenient compared to reusable alternatives. This heightened awareness is not only driving residential consumption but also influencing commercial sectors such as healthcare, hospitality, and foodservice, where hygiene standards are paramount. The growing need for tissue products in these industries is pushing manufacturers to develop specialized and high-quality products to cater to both consumer and business demands. As awareness continues to rise, the global tissue paper market is expected to see sustained growth, with an increasing focus on health, hygiene, and convenience.

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Key Market Challenges

Stringent Government Regulation

Stringent government regulations pose a significant challenge to the global tissue paper market. As environmental concerns grow, many governments have implemented stricter regulations regarding the sourcing of raw materials, production processes, and waste management in the tissue paper industry. These regulations often focus on sustainable sourcing of wood and fiber, with requirements to use certified, recycled, or responsibly sourced materials to minimize deforestation and environmental degradation. Compliance with these regulations can lead to higher production costs for manufacturers, as sourcing sustainable materials and upgrading manufacturing processes to meet environmental standards often require significant investments. Also, some countries have imposed bans or restrictions on single-use plastic packaging, which affects tissue paper products packaged in plastic. Companies must adopt eco-friendly packaging solutions, such as biodegradable or recyclable materials, which can be more expensive to produce. These regulatory shifts require tissue paper manufacturers to invest in new technologies and practices to meet legal standards, creating financial and operational challenges. The rising complexity of regulations, particularly in markets with varying environmental standards, also increases the risk of non-compliance, leading to potential penalties and reputational damage. While these regulations are designed to improve sustainability, they add a layer of complexity to production and distribution, hindering the growth of the global tissue paper market. As governments continue to enforce tighter regulations, manufacturers will need to navigate these challenges while balancing environmental responsibility and cost-effectiveness.

Fluctuating Prices of Raw Material

Fluctuating prices of raw materials represent a significant challenge in the global tissue paper market. The primary raw materials used in tissue paper production, such as wood pulp, recycled paper, and other fibers, are subject to price volatility due to factors like supply chain disruptions, changing demand, climate conditions, and geopolitical events. For example, the cost of wood pulp can rise due to shifts in global timber supply, natural disasters affecting forests, or trade restrictions imposed by governments. This volatility directly impacts the production costs for tissue paper manufacturers, potentially leading to higher prices for end consumers. Also, the increasing demand for sustainable and recycled materials in tissue production has led to a rise in the cost of recycled paper, as well as more stringent requirements for sourcing materials from responsible suppliers. These challenges are compounded by the growing competition for raw materials in global markets, which can further increase material costs and disrupt supply chains. Manufacturers often face the dilemma of absorbing these rising costs or passing them on to consumers. While some businesses may absorb the cost to maintain competitive pricing, others may be forced to raise prices, which could dampen demand, especially in price-sensitive markets. The inability to predict and manage these fluctuations effectively can disrupt production schedules, affect profit margins, and hinder overall market growth. As raw material prices remain unpredictable, managing supply chains efficiently and securing sustainable sourcing will continue to be key challenges for the global tissue paper market.

Key Market Trends

Increased Consumer Inclination Towards Organic Tissue Paper

Increased consumer inclination towards organic tissue paper is a significant trend shaping the global tissue paper market. As consumers become more health-conscious and environmentally aware, there is a growing preference for organic tissue products made from sustainably sourced, chemical-free materials. Organic tissue paper, often made from bamboo, recycled fibers, or wood sourced from certified sustainable forests, aligns with the rising demand for eco-friendly products. This shift reflects broader global trends in sustainability, with consumers seeking to minimize their environmental impact by choosing products that are biodegradable, free of harmful chemicals, and produced with environmentally responsible processes. The increased demand for organic tissue paper is also linked to the rising awareness of the negative environmental impact caused by conventional tissue production methods, such as deforestation and excessive water usage. Organic tissue paper is seen as an eco-friendlier alternative that supports sustainability while meeting consumer needs for hygiene and convenience. Also, brands offering organic products often highlight their commitment to ethical sourcing, reducing carbon footprints, and using less harmful bleaching agents, which further attract environmentally conscious consumers. This trend is driving manufacturers to innovate and expand their organic product lines, providing consumers with a wider range of tissue paper options, from toilet paper and facial tissues to paper towels and napkins. With more retailers and online platforms featuring organic tissue paper products, this market segment is expected to experience sustained growth, especially as consumers increasingly prioritize sustainability and health in their purchasing decisions.

Growth of E-Commerce Channel

The growth of the e-commerce channel is a significant trend driving the global tissue paper market. As a part of this, according to IBEF, the Indian e-commerce market is projected to grow from USD 123 billion in 2024 to USD 292.3 billion by 2028, reflecting a compound annual growth rate (CAGR) of 18.7%. As online shopping continues to grow in popularity, e-commerce platforms are becoming key distribution channels for tissue paper products. Consumers now enjoy the convenience of purchasing essential items like toilet paper, facial tissues, and paper towels from the comfort of their homes. This shift toward online shopping is particularly pronounced in urban areas, where busy lifestyles and the need for convenience are prompting more consumers to opt for home delivery services’-commerce also provides access to a wide range of tissue paper brands, including premium and eco-friendly options, that may not be readily available in local stores. Consumers can compare prices, read reviews, and choose products based on factors such as sustainability, softness, or hypoallergenic properties. The ability to conveniently order in bulk, often with subscription services, further drives e-commerce sales of tissue products. Also, online platforms allow manufacturers to expand their reach to global markets and smaller regional areas, overcoming geographical limitations. The rise of social media and influencer marketing has also played a role in boosting online sales, as brands leverage these platforms to create awareness and engage directly with consumers. As the e-commerce sector continues to expand, it is expected to drive further growth in the global tissue paper market, providing greater accessibility, convenience, and product variety for consumers worldwide.

Rising Demand for Eco-Friendly Tissue Paper Products

The rising demand for eco-friendly tissue paper products is a key trend shaping the global tissue paper market. As consumers become increasingly aware of environmental issues, there is a growing preference for tissue products that are made from sustainable, recycled, or responsibly sourced materials. This shift towards eco-friendly options is driven by heightened concern about deforestation, plastic waste, and the carbon footprint associated with conventional tissue paper production. Consumers are seeking alternatives that align with their environmental values, leading to a surge in demand for tissue paper products that are biodegradable, FSC-certified, or produced using recycled paper fibers. Manufacturers are responding to this trend by incorporating more sustainable practices into their production processes. For instance, many companies are replacing virgin wood pulp with bamboo or recycled materials, both of which have a lower environmental impact. Additionally, the use of non-toxic dyes and chemicals in the production of tissue paper further supports the move toward more sustainable and eco-conscious options. This shift is not only influencing consumer purchasing decisions but also reshaping how tissue paper brands market their products. Many brands are now focusing on sustainability as a key selling point, emphasizing their commitment to reducing environmental harm. The demand for eco-friendly tissue paper is expected to continue growing as awareness of sustainability issues increases, providing opportunities for manufacturers to innovate and offer greener, more responsible alternatives in the global tissue paper market.

Segmental Insights

Nature Insights

Regular dominated the global Tissue Paper market accounting for the largest share due to its widespread use in both residential and commercial sectors. Regular tissue paper products, such as toilet paper, facial tissues, and paper towels, are essential items for everyday hygiene and cleanliness, making them a staple in households, hotels, restaurants, and healthcare facilities. The demand for regular tissue paper is driven by its affordability, accessibility, and necessity in daily life.The popularity of regular tissue paper is also supported by its convenience and availability in various packaging options, including bulk packaging for commercial use and smaller packs for retail consumers. Also, the regular segment benefits from consistent consumer demand across diverse demographics and geographical regions. As the market continues to expand, regular tissue paper remains the dominant category, catering to the hygiene and comfort needs of a broad consumer base worldwide.

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Regional Insights

North America dominated the global Tissue Paper market, accounting for a significant share driven by high consumer demand, robust retail infrastructure, and a strong focus on hygiene and convenience. The region’s well-established tissue paper industry benefits from the widespread use of products such as toilet paper, facial tissues, and paper towels in both residential and commercial sectors. Additionally, increasing consumer awareness about sustainability has led to a growing preference for eco-friendly and recycled tissue products, further boosting the market in North America. The U.S. and Canada are key contributors to market growth, with high disposable incomes, urbanization, and a focus on cleanliness and personal care. The rising demand for premium tissue products, such as soft, hypoallergenic, and fragrance-infused varieties, is also driving market expansion. With advanced manufacturing capabilities and a strong retail presence, North America continues to hold a dominant share in the global tissue paper market.

Recent Developments

• In December 2024, Gayatrishakti Paper & Boards entered into the Indian tissue paper market with an AHEAD tissue machine provided by Toscotec, located at their facility in Vapi, Gujarat. With a sheet trim width of 2,850 mm and an operating speed of 1,800 m/min, the AHEAD tissue machine produces over 35,000 TPA. It incorporates Toscotec’s premium drying setup, which consists of the TT NextPress shoe press with an improved design, the TT SYD Steel Yankee Dryer of the third generation, and the high-performance TT Hood.
• In May 2024, Andhra Paper Limited (APL), a leading company in the pulp and paper sector, entered into an agreement with Valmet AB (Sweden) for the supply and commissioning of a tissue paper production line with a maximum capacity of 129 tons per day to manufacture various grades of tissue paper. Provision and installation of a tissue production line with a maximum capacity of 129 tons per day, designed to produce various grades of tissue paper.
• In May 2024, April Group, a prominent global manufacturer of fibre, pulp, and paper, has secured a controlling interest in Origami, the top consumer tissue products company in India. This acquisition signifies APRIL's entry into India's rapidly expanding tissue and personal hygiene market. APRIL Group belongs to the RGE group of companies, which is based in Singapore.
• In September 2023, Pepco, located in Kochi and manufacturing tissue paper products for corporate houses and star hotels since 2012, has introduced a new product under the brand Kenin.The range of products comprises facial tissues, kitchen tissues, kitchen rolls, toilet paper, table napkins, industrial rolls, dispenser tissues, and perfume tissues.

Key Market Players

• Kimberly-Clark Corporation
• Essity AB
• Vinda International Holdings Limited
• The Procter & Gamble Company
• Hengan International Group Company Ltd
• Sofidel S.p.A.
• Kruger Inc.
• MPI Papermills
• Lotus Tissue Papers Products
• Beeta Tissues

Report Scope:

In this report, the Global Tissue Paper Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Tissue Paper Market, By Type:

o   Facial Tissue Paper

o   Toilet Tissue Paper

o   Napkins

o   Paper Towel

o   Others

• Tissue Paper Market, By Nature:

o   Organic

o   Regular

• Tissue Paper Market, By End User:

o   Residential

o   Commercial

• Tissue Paper Market, By Distribution Channel:

o   Supermarket/Hypermarket

o   Convenience Stores

o   Specialty Stores

o   Online

o   Others

• Tissue Paper Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Asia-Pacific

§  China

§  Japan

§  India

§  Australia

§  South Korea

§  Indonesia

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Tissue Paper Market.

Available Customizations:

Global Tissue Paper Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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