Global Tissue Paper Market Size, Share, Growth Analysis Report - Forecast 2034

Tissue Paper Industry Prospective:

The global tissue paper market size was worth around USD 93.23 Billion in 2024 and is predicted to grow to around USD 177.16 Billion by 2034 with a compound annual growth rate (CAGR) of roughly 6.63% between 2025 and 2034. The report analyzes the global tissue paper market's drivers, restraints/challenges, and the effect they have on the demands during the projection period. In addition, the report explores emerging opportunities in the tissue paper industry.

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Tissue Paper Market: Overview

Tissue papers are lightweight, thin, absorbent papers that are commonly used for various purposes, particularly for maintaining personal hygiene or cleaning. Typically, they are made using recycled paper fibers or wood pulp and are designed to be disposable after one-time use. There are several types of tissue papers available in the commercial market with each variant offering specific characteristics that determine the final use of the papers. However, there is no certain rule that defines the exact applications of tissue papers and hence they are considered extremely versatile in terms of functional attributes. The growing consumption of tissue papers can be associated with properties such as convenience, absorbency, and disposability. They are also available in various sizes, thicknesses, and textures, depending on their intended purpose. The global tissue paper market is highly competitive due to the presence of multiple domestic and international players.

Key Insights

• As per the analysis shared by our research analyst, the global tissue paper market is estimated to grow annually at a CAGR of around 6.63% over the forecast period (2025-2034).
• Regarding revenue, the global tissue paper market size was valued at around USD 93.23 Billion in 2024 and is projected to reach USD 177.16 Billion by 2034.
• The tissue paper market is projected to grow at a significant rate due to increasing demand for disposable paper products in households and commercial sectors.
• Based on Product Type, the Paper Tissues (made from pulp) segment is expected to lead the global market.
• On the basis of Application, the At Home segment is growing at a high rate and will continue to dominate the global market.
• Based on the Distribution Channel, the Offline segment is projected to swipe the largest market share.
• Based on region, Asia-Pacific is predicted to dominate the global market during the forecast period.

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Tissue Paper Market: Growth Drivers

Growing emphasis on personal hygiene and cleanliness to drive market expansion

The global tissue paper market is projected to grow owing to the increasing emphasis on maintaining personal hygiene and cleanliness in surrounding areas. Although personal care has always been a priority for a large part of the population, it has become more important after Covid-19. This was a result of public awareness that increased led by government initiatives and awareness programs undertaken by regional healthcare agencies along with participation from non-government organizations. The contents of tissue papers allow them to suck dirt and oil in one swipe which aids in keeping the surface germ-free. Companies operating in the segment have managed to introduce several variants of tissue papers so that they can be for more personal reasons such as wiping dust off hands, face, and other body parts. The recent development of anti-virus tissues is a primary example of how businesses are targeting new consumers.

Tissue Paper Market: Restraints

Growing concerns over the environmental impact of tissue paper use to restrict market expansion

The production of tissue papers relies extensively on wood pulp. This can lead to severe negative impacts on the environment due to deforestation which in turn destroys natural habitat. Excessive use of wood pulp-based tissue papers is not considered sustainable and many agencies are against the production of tissue papers on large-scale. The tissue paper industry already faced severe criticisms from environmental agencies and the changing consumer preference demanding eco-friendly alternatives could result in declined growth.

Tissue Paper Market: Opportunities

Development of eco-friendly tissue papers could deliver better results

Companies and businesses have invested in the development of eco-friendly tissue papers as the consumer group demanding sustainable solutions has increased over the years. This includes tissue papers made using recycled fibers or adopting sustainable production practices along with offering biodegradable or compostable tissue paper products. Such marketing initiatives are likely to garner more trust among environment-conscious and responsible consumer groups. A prime example is the availability of 100% organic bamboo-based tissue rolls that are known to contain no toxins and biodegrade in a span of a few months.

Tissue Paper Market: Challenges

Intense competition within the industry to challenge market growth

The global tissue paper market is one of the most competitive commercial industries. This is primarily due to the availability of abundant options across tissue paper-selling platforms, both online and offline. Moreover, multiple domestic producers of tissue papers do not spend more resources on branding or advertising but use strategies ideal for the mass market. In such conditions, it is difficult for companies to achieve efficient product differentiations leading to a lack of consumer loyalty.

Tissue Paper Market: Segmentation

The global tissue paper market is segmented based on application, product type, and region.

Based on application, the global market is segmented into commercial and household. The former segment is inclusive of public places such as cafes and restaurants. It also encompasses office places. The tissue paper industry share for the commercial segment is significantly higher than the household segment. Hotels, cafes, and restaurants are obligated to provide visitors with a hygienic place to spend their time and enjoy the services provided. Every eatery, including small outlets to premium restaurants, is supposed to keep tissues during food service activities. Moreover, corporate consumption of tissues has grown at a rapid rate due to the growing demand for hand and facial tissues. The residential segment is expected to grow at a steady rate and demand for biodegradable tissues is projected to rise in the coming years. As per official estimates, producing tissue papers using virgin pulp leads to the emission of 30% more green gasses when compared to tissue paper production using recycled waste paper.

Based on product type, the tissue paper industry is divided into bath & toilet tissues, facial tissues, wipes, paper towels, and others. The highest CAGR was observed in the bath & toilet tissues segment in 2024 driven by the large consumption of toilet tissues for bathroom sanitation purposes. Moreover, the increase in tourism, domestic and international, has caused higher demand for disposable personal care products across hotels. Facial tissues and paper towels are growing at a steady pace due to high demand for these products in urban regions as pollution rate across the globe is on the rise. Moreover, the demand for baby wipes has increased due to a higher number of births in the last few years. India registered more than 23 million births in 2024. Factors such as ease of use and convenience offered by wipes and other forms of tissue paper are the main reasons for the higher growth rate.

By Distribution Channel, the global tissue paper market is split into Offline, Online.

Recent Developments:

• In June 2021, Renova, a Portugal-based leading producer of tissue papers, launched a new range of products called Divine Toilet Paper. This variant is eco-friendly and targets the growing group of environment-thinking consumers. The product offers superior softness and comfort as the company has invested heavily in research & development before launching the product
• In March 2023, Bounty, the paper towel brand of Procter & Gamble, launched the new version of their Quicker Picker Upper paper towels. The brand describes the new addition to showcase a superior structure with flexible strength. Bouty claims that consumers will be able to use less product even for the most unpleasant and uncleaned dirty spot
• In July 2022, Essity launched its Zewa in the German market. It is the company’s first straw toilet paper product

Tissue Paper Market: Report Scope    

Tissue Paper Market: Regional Analysis

Asia-Pacific to register the highest growth rate

The global tissue paper market is expected to be led by Asia-Pacific during the forecast period mainly driven by the presence of a large consumer base in the regions of China, India, Japan, South Korea, Australia, and other Asian countries. India and China are currently the most populated countries in the world which means more takers and consumers of tissue paper. Increasing the number of commercial spaces such as offices, restaurants, hotels, and other local eateries is a driving factor for regional expansion. Moreover, Asian countries have shown tremendous growth in terms of the production of wood-based products due to the presence of an excellent manufacturing industry. In addition to this, the rise in domestic tourism as a direct consequence of Covid-19 resulting in higher investments in hospitality has caused higher demand for quality tissue papers. As per the official government website, India recorded nearly 6.19 million foreign tourist arrivals (FTAs) in 2022.

Tissue Paper Market: Competitive Analysis

The report provides a company market share analysis to give a broader overview of the key market players. In addition, the report also covers key strategic developments of the market, including acquisitions & mergers, new product launches, agreements, partnerships, collaborations & joint ventures, research & development, and regional expansion of major participants involved in the tissue paper market on a global and regional basis.

The global tissue paper market is dominated by players like:

• Sofidel Group
• Kimberly-Clark Corporation
• Procter & Gamble Co.
• Georgia-Pacific LLC
• Essity AB
• Svenska Cellulosa Aktiebolaget (SCA)
• Cascades Inc.
• Kruger Products L.P.
• Asia Pulp & Paper (APP)
• Metsä Tissue
• WEPA Group
• Clearwater Paper Corporation
• Hengan International Group Company Limited
• Orchids Paper Products Company
• C&S Paper Co. Ltd.
• Resolute Forest Products Inc.
• Wausau Paper Corp.
• Industrie Cartarie Tronchetti S.p.A. (ICT)
• Vinda International Holdings Limited
• Paper Source International (PSI)
• Nova Tissue
• Cellynne Holdings LLC.
• Asia Pacific Resources International Limited (APRIL)
• Cartiera di Pietramelara S.p.A.
• and Lucart Group.

The global tissue paper market is segmented as follows;

By Product Type

• Paper Tissues (made from pulp)
• Wet Wipes
• Facial Tissue
• Others

By Application

• At Home
• Away From Home

By Distribution Channel

• Offline
• Online

By Region

• North America
  • The U.S.
  • Canada
  • Mexico
• Europe
  • France
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Rest of Asia Pacific
• The Middle East & Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • Kuwait
  • South Africa
  • Rest of the Middle East & Africa
• Latin America
  • Brazil
  • Argentina
  • Rest of Latin America