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Paper Towel Market Report and Forecast 2025-2034

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    Report

  • 164 Pages
  • July 2025
  • Region: Global
  • Expert Market Research
  • ID: 6112955
The global paper towel market size was approximately USD 14.20 Billion in 2024 . The market is projected to grow at a CAGR of 5.20% between 2025 and 2034, reaching a value of USD 23.57 Billion by 2034 .

Key Trends in the Market

A paper towel is a sheet of thick, soft paper that can absorb liquid. It is made from woven fibres that have been creped and embossed for durability and absorbency. Paper towels are typically used as napkins for meals, to clean up spills, or to dry surfaces. They can rapidly and effectively absorb liquids and effectively remove dust and dirt.

The paper towel market growth is being fuelled by growing hygiene and sanitation concerns. Paper towels are better than hand towels and sponges and are known to minimise germ growth and limit the spread of germs efficiently.

Research activities have demonstrated the efficacy of paper towels in ensuring optimal hand hygiene as compared to jet air dryers, which makes them a suitable option for commercial uses such as cafes, restaurants, and offices.
  • The growing demand for convenience food and the expansion of small food trucks in several locations expand the demand for paper towels as they do not require maintenance and can be easily disposed.
  • The rising focus towards sustainability is one of the key paper towel market trends. Key players are increasingly attempting to reduce waste and deforestation associated with single-use power towels by developing their eco-friendly and reusable counterparts using materials like bamboo and cotton. Moreover, leading companies are utilising recovered paper and recycled materials to manufacture paper towels and enhance their sustainability profiles.
  • The development of paper towels with flexible strength, superior structure, and optimised fluid efficiencies to support customers in efficiently tackling cleaning tasks is anticipated to aid the market demand in the forecast period.

Market Segmentation

Global Paper Towel Market Report and Forecast 2025-2034 offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

  • Rolled Paper Towels
  • Boxed Paper Towels
  • Multifold Paper Towels
  • Others

Market Breakup by End Use

  • Residential
  • Commercial

Market Breakup by Distribution Channel

  • Offline
  • Online

Breakup by Region

  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East and Africa

Market Share by Type

As per the paper towel market analysis, rolled paper towels are witnessing a healthy demand as they can easily clean spills and quickly and efficiently absorb liquids. These types of paper towels are more affordable than their boxed and multifold counterparts as they can be manufactured rapidly and eliminate processes like folding and cutting.

In addition, rolled paper tower dispensers are extensively used in high-traffic areas like stadiums, airports, food service establishments, and public restrooms, among others, to prevent cross-contamination.

Market Share by Region

North America represents a significant portion of the paper towel market share due to growing consumer demand for convenience food, supported by changing lifestyle patterns and increasing disposable incomes. The presence of several renowned paper towels manufacturers, such as Kruger Inc., Procter & Gamble Company, and others, as well as the easy availability of such towels on online channels, further aid the market growth in this region.

The Asia Pacific is also growing at a steady pace due to factors such as rapid urbanisation, growing disposable incomes, and evolving customer lifestyles.

Competitive Landscape

The comprehensive report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global paper towel market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.

Procter and Gamble Company

Procter and Gamble Company is a consumer care and wellness company founded in 1837 that is engaged in developing a range of household and personal care products under different brands. The company aims to develop superior-quality products with a sustainable approach.

Kruger, Inc.

Kruger, Inc., headquartered in Montreal, Canada, is a market leader in paper and paper-based products. The company offers high-quality tissues for domestic, industrial, and commercial use under brands including Bonterra, Cashmere, Purex, and others.

Kimberly-Clark Corporation

Kimberly-Clark Corporation is a pioneer power towel company, founded in 1872. Viva and Scott are its major two brands engaged in the production of single- and multi-surface paper towels.

Other players operating in the global paper towel market include Cartiere Carrara SpA, Metsa Group, Essity AB, C & S Paper Co., Ltd, WEPA Hygieneprodukte GmbH, Seventh Generation Inc., and Queenex Hygiene Paper Manufacturing LLC, among others.

Table of Contents

1 Executive Summary
1.1 Market Size 2024-2025
1.2 Market Growth 2025(F)-2034(F)
1.3 Key Demand Drivers
1.4 Key Players and Competitive Structure
1.5 Industry Best Practices
1.6 Recent Trends and Developments
1.7 Industry Outlook
2 Market Overview and Stakeholder Insights
2.1 Market Trends
2.2 Key Verticals
2.3 Key Regions
2.4 Supplier Power
2.5 Buyer Power
2.6 Key Market Opportunities and Risks
2.7 Key Initiatives by Stakeholders
3 Economic Summary
3.1 GDP Outlook
3.2 GDP Per Capita Growth
3.3 Inflation Trends
3.4 Democracy Index
3.5 Gross Public Debt Ratios
3.6 Balance of Payment (BoP) Position
3.7 Population Outlook
3.8 Urbanisation Trends
4 Country Risk Profiles
4.1 Country Risk
4.2 Business Climate
5 Global Paper Towel Market Analysis
5.1 Key Industry Highlights
5.2 Global Paper Towel Historical Market (2018-2024)
5.3 Global Paper Towel Market Forecast (2025-2034)
5.4 Global Paper Towel Market by Type
5.4.1 Rolled Paper Towels
5.4.1.1 Historical Trend (2018-2024)
5.4.1.2 Forecast Trend (2025-2034)
5.4.2 Boxed Paper Towels
5.4.2.1 Historical Trend (2018-2024)
5.4.2.2 Forecast Trend (2025-2034)
5.4.3 Multifold Paper Towels
5.4.3.1 Historical Trend (2018-2024)
5.4.3.2 Forecast Trend (2025-2034)
5.4.4 Others
5.5 Global Paper Towel Market by End Use
5.5.1 Residential
5.5.1.1 Historical Trend (2018-2024)
5.5.1.2 Forecast Trend (2025-2034)
5.5.2 Commercial
5.5.2.1 Historical Trend (2018-2024)
5.5.2.2 Forecast Trend (2025-2034)
5.6 Global Paper Towel Market by Distribution Channel
5.6.1 Offline
5.6.1.1 Historical Trend (2018-2024)
5.6.1.2 Forecast Trend (2025-2034)
5.6.2 Online
5.6.2.1 Historical Trend (2018-2024)
5.6.2.2 Forecast Trend (2025-2034)
5.7 Global Paper Towel Market by Region
5.7.1 North America
5.7.1.1 Historical Trend (2018-2024)
5.7.1.2 Forecast Trend (2025-2034)
5.7.2 Europe
5.7.2.1 Historical Trend (2018-2024)
5.7.2.2 Forecast Trend (2025-2034)
5.7.3 Asia Pacific
5.7.3.1 Historical Trend (2018-2024)
5.7.3.2 Forecast Trend (2025-2034)
5.7.4 Latin America
5.7.4.1 Historical Trend (2018-2024)
5.7.4.2 Forecast Trend (2025-2034)
5.7.5 Middle East and Africa
5.7.5.1 Historical Trend (2018-2024)
5.7.5.2 Forecast Trend (2025-2034)
6 North America Paper Towel Market Analysis
6.1 United States of America
6.1.1 Historical Trend (2018-2024)
6.1.2 Forecast Trend (2025-2034)
6.2 Canada
6.2.1 Historical Trend (2018-2024)
6.2.2 Forecast Trend (2025-2034)
7 Europe Paper Towel Market Analysis
7.1 United Kingdom
7.1.1 Historical Trend (2018-2024)
7.1.2 Forecast Trend (2025-2034)
7.2 Germany
7.2.1 Historical Trend (2018-2024)
7.2.2 Forecast Trend (2025-2034)
7.3 France
7.3.1 Historical Trend (2018-2024)
7.3.2 Forecast Trend (2025-2034)
7.4 Italy
7.4.1 Historical Trend (2018-2024)
7.4.2 Forecast Trend (2025-2034)
7.5 Others
8 Asia Pacific Paper Towel Market Analysis
8.1 China
8.1.1 Historical Trend (2018-2024)
8.1.2 Forecast Trend (2025-2034)
8.2 Japan
8.2.1 Historical Trend (2018-2024)
8.2.2 Forecast Trend (2025-2034)
8.3 India
8.3.1 Historical Trend (2018-2024)
8.3.2 Forecast Trend (2025-2034)
8.4 ASEAN
8.4.1 Historical Trend (2018-2024)
8.4.2 Forecast Trend (2025-2034)
8.5 Australia
8.5.1 Historical Trend (2018-2024)
8.5.2 Forecast Trend (2025-2034)
8.6 Others
9 Latin America Paper Towel Market Analysis
9.1 Brazil
9.1.1 Historical Trend (2018-2024)
9.1.2 Forecast Trend (2025-2034)
9.2 Argentina
9.2.1 Historical Trend (2018-2024)
9.2.2 Forecast Trend (2025-2034)
9.3 Mexico
9.3.1 Historical Trend (2018-2024)
9.3.2 Forecast Trend (2025-2034)
9.4 Others
10 Middle East and Africa Paper Towel Market Analysis
10.1 Saudi Arabia
10.1.1 Historical Trend (2018-2024)
10.1.2 Forecast Trend (2025-2034)
10.2 United Arab Emirates
10.2.1 Historical Trend (2018-2024)
10.2.2 Forecast Trend (2025-2034)
10.3 Nigeria
10.3.1 Historical Trend (2018-2024)
10.3.2 Forecast Trend (2025-2034)
10.4 South Africa
10.4.1 Historical Trend (2018-2024)
10.4.2 Forecast Trend (2025-2034)
10.5 Others
11 Market Dynamics
11.1 SWOT Analysis
11.1.1 Strengths
11.1.2 Weaknesses
11.1.3 Opportunities
11.1.4 Threats
11.2 Porter’s Five Forces Analysis
11.2.1 Supplier’s Power
11.2.2 Buyer’s Power
11.2.3 Threat of New Entrants
11.2.4 Degree of Rivalry
11.2.5 Threat of Substitutes
11.3 Key Indicators for Demand
11.4 Key Indicators for Price
12 Competitive Landscape
12.1 Supplier Selection
12.2 Key Global Players
12.3 Key Regional Players
12.4 Key Player Strategies
12.5 Company Profiles
12.5.1 Procter and Gamble Company
12.5.1.1 Company Overview
12.5.1.2 Product Portfolio
12.5.1.3 Demographic Reach and Achievements
12.5.1.4 Certifications
12.5.2 Kimberly-Clark Corporation
12.5.2.1 Company Overview
12.5.2.2 Product Portfolio
12.5.2.3 Demographic Reach and Achievements
12.5.2.4 Certifications
12.5.3 Cartiere Carrara SpA
12.5.3.1 Company Overview
12.5.3.2 Product Portfolio
12.5.3.3 Demographic Reach and Achievements
12.5.3.4 Certifications
12.5.4 Metsa Group
12.5.4.1 Company Overview
12.5.4.2 Product Portfolio
12.5.4.3 Demographic Reach and Achievements
12.5.4.4 Certifications
12.5.5 Essity AB
12.5.5.1 Company Overview
12.5.5.2 Product Portfolio
12.5.5.3 Demographic Reach and Achievements
12.5.5.4 Certifications
12.5.6 C & S Paper Co., Ltd
12.5.6.1 Company Overview
12.5.6.2 Product Portfolio
12.5.6.3 Demographic Reach and Achievements
12.5.6.4 Certifications
12.5.7 WEPA Hygieneprodukte GmbH
12.5.7.1 Company Overview
12.5.7.2 Product Portfolio
12.5.7.3 Demographic Reach and Achievements
12.5.7.4 Certifications
12.5.8 Seventh Generation Inc.
12.5.8.1 Company Overview
12.5.8.2 Product Portfolio
12.5.8.3 Demographic Reach and Achievements
12.5.8.4 Certifications
12.5.9 Queenex Hygiene Paper Manufacturing LLC
12.5.9.1 Company Overview
12.5.9.2 Product Portfolio
12.5.9.3 Demographic Reach and Achievements
12.5.9.4 Certifications
12.5.10 Kruger Inc.
12.5.10.1 Company Overview
12.5.10.2 Product Portfolio
12.5.10.3 Demographic Reach and Achievements
12.5.10.4 Certifications
12.5.11 Others

Companies Mentioned

  • Procter and Gamble Company
  • Kruger, Inc.
  • Kimberly-Clark Corporation