The tissue towel market is estimated to be valued at USD 25.78 billion in 2023 and is expected to reach USD 37 billion by 2033. The adoption of tissue towel is likely to advance at a CAGR of 3.6% during the forecast period. The share of the tissue towel market in its parent market (paper and pulp industry market) is close to 20%-25%.
Future Market Insights predict a comparison and review analysis of the dynamics of the tissue towel market, which is principally subjected to an array of industry factors along with a few definite influences concerning viewpoints that support industry innovation. Some new advances that have taken place in the market include the improving product development and increased product offering through innovation and efforts of the manufacturers those have been taking steps to come up with a new product based on consumer needs and requirements.
Key reasons for this change in growth rate are attributed to the steady uptake of the market during the first half of the forecast period, owed to the rapid growth in industrialization and higher standard of living, and the rise in per capita income of the consumer triggered demand for hygienic products. In 2019, Cascades Inc., a leader in the recovery and manufacturing of green packaging and tissue products proudly announced the launch of the Latte Collection. Despite these prospects, there are some likely challenges that stay ahead for the industry, which include comparatively lower production of raw materials including pulp and paper, and substitute products like hand dryers that have the potential to affect the growth in volume of sales of tissue towel market.
| Attributes | Details |
|---|---|
| Estimated Market Size (2023) | USD 25.78 billion |
| Projected Market Size (2033) | USD 37 billion |
| CAGR from 2023 to 2033 | 3.6% |
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From 2018 to 2022, the global tissue towel market experienced steady growth registering a CAGR of 2.7%, with increased demand from the household and commercial sectors. During this period, manufacturers focused on product innovation, sustainable packaging, and customization to cater to evolving consumer preferences.
The COVID-19 pandemic in 2020 brought a surge in hygiene awareness, propelling the demand for antibacterial and hygienic tissue towels. E-commerce platforms gained prominence, offering convenience and accessibility to consumers, further boosting market growth. As we move towards 2023 to 2033, the market is projected to witness remarkable expansion with a CAGR forecasted to be growing at a CAGR of 3.6%. The rising adoption of premium and eco-friendly tissue towels will drive this growth, fueled by consumers' growing focus on comfort and sustainability.
Anticipated advancements in tissue towel manufacturing technologies will pave the way for innovative products, such as touchless dispensers and smart functionalities. Customized tissue towels will continue to gain traction, connecting brands with their target audiences on a personal level. Sustainable material sourcing will remain a priority, with manufacturers exploring bamboo, recycled paper, and other eco-friendly options. Health and wellness-focused tissue towels will be sought after, and the commercial sector's demand is expected to surge, driven by increasing awareness of hygiene and sanitation in public spaces.
The forecasted period will witness extensive market penetration in emerging economies, offering untapped growth opportunities for industry players. The global tissue towel market is poised for a dynamic and transformative decade ahead, responding to consumer preferences and industry advancements with agility and innovation.
The tissue/paper towel can dry the hands efficiently; remove bacteria effectively from hands and cause less contamination in the washroom environment. The fast-paced life is increasing the demand for processed foods and easy methodologies to maintain better personal hygiene. The introduction of wet tissue towels have further reduced the time an individual spends on cleaning the hands and they consist of a convenient packaging, which makes it easily to carry them along.
The tissue towels have higher efficiency as the material used to manufacturing are absorbent but are disposable and intended to be used only once. However, the educational marketing and e-commerce is leading to diversification of tissue towels on various basis and the growth in awareness is further increasing the demand for better products that help improve personal hygiene.
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During the past few years, both premium brand and private label products needed a quality upgrade to cater to evolving customer requirements. The highest quality tissue and towel products are typically made using TAD technology.
The softness and bulk of TAD ultra-bath tissue and the absorbency of TAD premium towels are unmatched. TAD technology is also employed for producing a wide range of products using feedstock ranging from virgin to all recycled.
Countries of North America such as the United States, is expected to remain one of the key tissue towel markets, accounting for the growing food and beverage industry that rests on a steady pitch, owing to the stability in consumer spending in the region and thus, holds a share of over 77%.
The rising awareness of the role of food in health and well-being has made consumers in the region more attentive towards the ingredients used by manufacturers. The growing preferences for healthy living have made the tissue towel companies develop new portfolios. Further, this has led to the rise of the trend of acquiring smaller companies at a lower cost, which, is likely to benefit the tissue towel market in return.
The United Kingdom tissue towel market is expected to rise owing to the growth and development in the tourism industry in Europe. The regional government is spending heavily towards the development and maintenance of historical sites and the rise in the number of cafes, restaurants, and hotel chains is boosting the consumption rate of tissue towels after and before a meal.
Strict regulations and unique culture in the country ensure individuals maintain personal hygiene, therefore, contributing towards the tissue towel market growth with a CAGR of 3.3%.
China has evolved as the fastest growing tissue towel market, supplemented by rising incomes, appreciating currency, upgraded travel facilitation, and ease of restriction on foreign travel.
The rising tourism sector and a global hub of various manufacturing industries are key aspects that are escalating the demand for tissue towels in the country. The market is expected to reflect a significant growth rate of approximately 3.5% in the coming years.
The UAE tissue towel market is likely to grow the sales for tissue towels owing to the fact that the country consists of a population that believes in brands and retailers that run their business based on heavy promotions to maintain demand. Moreover, consumers make a purchase based upon their requirements, product functionality, and pricing.
After comparing various products in the market, only then does a customer make a decision. Therefore, heavy promotions, constant marketing, and high brand value are some of the major factors that are highly responsible for driving the sales of tissue towels in the UAE, further registering a growth rate of 3.1%.
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In terms of product type, rolled tissue towels contributed the maximum towards the tissue towel industry, and thus, hold a prominent share. This is because of that fact that rolled tissue towels are widely used in households, kitchens, and restaurants for a variety of purposes.
Moreover, rolled tissue towels can be placed easily at any location and are easy to access. In addition, rolled tissue towels themselves are available in various textures and quality for multi-purpose use that increases the usability, therefore, has high demand and contribute majorly to the industry.
On the basis of end-use, the tissue towel has been segmented into various categories however; the commercial sector is likely to witness growth with a CAGR of 3.3%.
This is likely due to the fact the individuals adapt to new and better lifestyles, habits and the growing concern about health & hygiene among the consumers is further, boosting the demand for tissue towels. Moreover, the recent crisis has made personal hygiene a necessity and compulsory therefore, contributing towards the tissue towel industry.
In terms of distribution channels, online retailers are likely to register a notable growth during the forecast period with a CAGR of 3.9%. Online retailers with the help of various social media platforms and e-commerce platforms intend to provide customers with a variety of tissue towels.
Such platforms are beneficial for both supplier and the buyer, as supplier gets to access customer base on a huge scale, and customers get to avail various discounts through various payments methods and coupons shared by the supplier itself. Moreover, such platforms ensure estimated delivery and exchange services if the received product is unsatisfactory.
The tissue towel market boasts a competitive landscape characterized by a diverse array of players. Leading manufacturers are heavily investing in research and development to introduce innovative products that cater to evolving consumer demands, including sustainability and premiumization. Market players are focusing on strategic partnerships, acquisitions, and product expansions to strengthen their market presence and global reach.
Additionally, competitive pricing, brand positioning, and effective marketing strategies play vital roles in gaining a competitive edge. As the demand for eco-friendly and hygienic tissue towels continues to rise, companies are vying to differentiate themselves by offering unique features and enhancing customer experience in this dynamic and evolving market.
Strategies for Tissue Towel Manufacturers to Expand in the Market:
Product Portfolio:
| Report Attribute | Details |
|---|---|
| Market Value in 2023 | USD 25.78 billion |
| Market Value in 2033 | USD 37 billion |
| Growth Rate | CAGR of 3.6% from 2023 to 2033 |
| Base Year for Estimation | 2022 |
| Historical Data | 2018 to 2022 |
| Forecast Period | 2023 to 2033 |
| Quantitative Units | Revenue in USD billion and CAGR from 2023 to 2033 |
| Report Coverage | Revenue Forecast, Company Ranking, Competitive Landscape, Growth Factors, Trends and Pricing Analysis |
| Segments Covered | Product Type, End Use, Distribution Channel, Region |
| Regions Covered | North America; Latin America; Western Europe; Eastern Europe; South Asia and Pacific; East Asia; Middle East & Africa |
| Key Countries Profiled | United States, Canada, Brazil, Mexico, Germany, United Kingdom, France, Spain, Italy, Poland, Russia, Czech Republic, Romania, India, Bangladesh, Australia, New Zealand, China, Japan, South Korea, GCC Countries, South Africa, Israel |
| Key Companies Profiled | Sofidel Group; CARTIERE CARRARA S.p.A; Kimberly-Clark; WEPA Hygiene Products GmbH; Lucart S.p.A; Essity AB; Industrie Celtex S.p.A; MP Hygiene; Industrie Cartarie Tronchetti S.p.A; Grigeo AB; SHP Group; Nova Tissue; Cominter Paper S.A.; Metsa Tissue; Georgia- Pacific LLC; The Procter and Gamble Company |
| Customization & Pricing | Available upon Request |
The tissue towel market is valued at USD 25.78% billion in 2023.
The key players in the tissue towel market are Kimberly-Clark, Procter & Gamble, and SCA.
The roll tissue towels segment is likely to remain preferred through 2033.
Players opt for product innovation and expansion into new markets.
India, Japan, and China dominate the Asian market.
1. Executive Summary 2. Market Overview 3. Market Background 4. Global Market Analysis 2018 to 2022 and Forecast, 2023 to 2033 5. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Product Type 5.1. Rolled Tissue Towels 5.1.1. Standard Rolls 5.1.2. Center Pull Rolls 5.1.3. Perforated Rolls 5.2. Folded Paper Towels 5.2.1. Center-fold 5.2.2. Multi-fold 5.3. Napkins and Luxury Towels 5.4. Boxed Tissue Towels 6. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By End Use 6.1. Residential 6.2. Commercial 6.2.1. Offices 6.2.2. Restaurants 6.2.3. Hospitals and Healthcare 6.2.4. Schools and Universities 6.2.5. Hospitality 6.2.6. Industrial 6.2.7. Public Washrooms 6.2.8. Others 7. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Distribution Channel 7.1. Wholesalers/ Distributors 7.2. Hypermarkets/ Supermarkets 7.3. Specialty Stores 7.4. Independent Convenience Stores 7.5. Online Retailers 7.6. Others 8. Global Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Region 8.1. North America 8.2. Latin America 8.3. Western Europe 8.4. Eastern Europe 8.5. South Asia and Pacific 8.6. East Asia 8.7. Middle East and Africa 9. North America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 10. Latin America Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 11. Western Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 12. Eastern Europe Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 13. South Asia and Pacific Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 14. East Asia Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 15. Middle East and Africa Market Analysis 2018 to 2022 and Forecast 2023 to 2033, By Country 16. Key Countries Market Analysis 17. Market Structure Analysis 18. Competition Analysis 18.1. Sofidel Group 18.2. CARTIERE CARRARA S.p.A 18.3. Kimberly-Clark 18.4. WEPA Hygiene Products GmbH 18.5. Lucart S.p.A 18.6. Essity AB 18.7. Industrie Celtex S.p.A 18.8. MP Hygiene 18.9. Industrie Cartarie Tronchetti S.p.A 18.10. Grigeo AB 18.11. SHP Group 18.12. Nova Tissue 18.13. Cominter Paper S.A. 18.14. Metsa Tissue 18.15. Georgia-Pacific LL 18.16. The Procter and Gamble Company 19. Assumptions & Acronyms Used 20. Research Methodology
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Tissue Towel Market
