Tissue Paper Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

The global tissue paper market was valued at USD 36.80 Billion in 2024 . The industry is expected to grow at a CAGR of 6.20% during the forecast period of 2025-2034. The rising demand for hygiene products, particularly in the wake of increased awareness towards personal and public health has positively impacted the market growth. The surge is anticipated to continue over the forecast period in the form of growing demand for facial tissues, toilet tissues, paper towels, and other sanitary products in developed and emerging markets, bolstering the industry to reach a valuation of USD 67.16 Billion by 2034 . These disposable tissue products have increasingly become common for day-to-day activities at home toward limiting the risk of infection, leading to global growth.

Tissue Paper Market Analysis

Technological advancements in manufacturing processes have significantly reshaped the tissue paper market in the last few years. The surge in automation, machine learning, and artificial intelligence to streamline production, boost product quality, and reduce operational costs has graced the technology of tissue paper. The latest tissue-making machines promise enhanced efficacy using less raw material. For instance, A.Celli iDEAL Tissue Line which is installed at Kochavinska Paper Factory in Ukraine, is designed for high efficiency and productivity. In addition, Jani Sales in India has added a new fiber-based tissue production line with Baosuo PM 2Machine to its Sarigam mill to boost its production capacity.

Moreover, consumers have increasingly become sensitive to environmental sustainability, thereby propelling manufacturers to invest in developing environmentally friendly products. As waste reduction and packaging sustainability regulations become tighter around the globe, brands that prefer the eco-friendly part have increasingly caught attention of eco-conscious consumers and thus pushed the market demand. A recent report suggests that 78% of consumers feel that sustainability is important whereas 55% of consumers are willing to pay more for eco-friendly brands.

Tissue Paper Market Growth

Increased disposable incomes coupled with a greater emphasis on comfort and self-indulgence have led to a surge in demand for high-end and luxury tissue products. These types of tissues are marketed highlighting their softness, thickness, and absorbent qualities, making them better than normal tissues. Developed markets such as North America and Europe have increasingly witnessed consumers willing to pay premiums to obtain better-quality tissue products. Additionally, luxury tissue paper brands such as Genius Luxury Fine Tissue Paper, Bumboo, and others have differentiated themselves with advanced features including scented tissues with added moisturizing agents, to align with broader wellness and lifestyle trends.

Moreover, the growing awareness regarding the different skin sensitivities and allergies has created a demand for hypoallergenic tissue paper products. For instance, Aria Premium Earth Friendly Toilet Paper is made with over 50% plant-based materials and recyclable content. NooTrees Bamboo Toilet Tissue is another 100% bamboo toilet tissue that is free from harsh chemicals, which makes it an ideal choice for those with allergies or sensitive skin. As consumers are becoming more cautious regarding the ingredients used in items of daily use, tissue paper companies have come up with products mainly for sensitive skin consumers, babies, or those with allergies. These tissues are mostly softer and gentler without added fragrance, dyes, or harsh chemicals. The increasing number of organic and dermatologically tested materials, including bamboo or unbleached papers, are another factor contributing to the demand for these products.

Key Trends and Developments

Sustainability coupled with product innovations and widespread popularity of e-commerce are the major trends dominating the market.

May 2024

Who Gives A Crap, the eco-friendly toilet paper company launched its 100% recycled fiber toilet paper at Whole Foods Market. The product is available at select United States store locations nationwide. Consumers can find 4-roll and 8-roll packages, featuring vibrant designs and extra-long, soft, and strong toilet paper, in select Whole Foods Market stores across the country. This new offering departs from the bulk packs previously available only through the Who Gives A Crap website.

January 2024

Charta Global, the sales channel of APP Group in the United States and Latin America, announced to reveal the new high-value tissue (HVT) bath and facial products in the Tissue World 2024. These exclusive tissue products are created for luxury use, including up to 5-ply options, and deliver an application hand feel rating of 40-45 HF.

July 2023

Kochi-based Pepco introduced a new tissue paper brand, Kenin; besides facial tissues, kitchen rolls, and napkins. According to the company, the product brand promises 100% quality, allergy-free virgin-grade paper and will be available in Kerala.

September 2023

Sybron introduced SySoft Luxury Bamboo Toilet Tissue, which is 100% bamboo-based with plastic-free packaging. The company has partnered with UniGreen for this product, calling attention to sustainability, biodegradability, and reduced deforestation of its usage of bamboo.

Sustainability as a Core Philosophy

Sustainability is among the topmost priorities for companies dealing with tissue paper. The tissue paper industry is fundamentally moving toward sustainability, shaping up new trends in the tissue paper market. Consumers have progressively preferred ecologically friendly products, and this is boosting the demand for tissue papers that are made out of recycled fibres, bamboo, or other biodegradable materials. Companies are adopting green practices, such as limiting plastic packaging and promoting recyclable options. This is stronger in developed markets like Europe and North America, where environmental awareness is high. Manufacturers, therefore, are innovating to meet the heightened expectations of consumers in order to be more environmentally friendly and sustainable.

Growth in E-commerce Sector

The rapid penetration of the e-commerce sector has significantly changed the shopping habits of tissue paper consumers. Online shopping has paved the way for ease, variety, and competitive pricing for many customers. On the other hand, this has enabled many businesses to reach their customers directly, eliminating the traditional retail channel and associated costs. As consumers are increasingly turning to online shopping, businesses with great e-commerce strategies, websites with high usability, and efficient logistics are predicted to enjoy high returns on investment.

Product Innovation

Innovation in product offerings is another major trend that was observed in the market. Consumers have increasingly demanded more tissue paper products with added benefits such as high quality, biodegradability, and pleasing fragrances. To meet the demands of such different products, manufacturers have emphasized research and development to introduce innovative products in the market. For example, rapidly biodegradable tissues are being widely used among eco-conscious individuals as these can decompose within a short time and are not harmful to the environment. Along the same lines, luxury tissues enriched with extra softness and strength in a more aesthetic package attract a more high-end market segment.

Growth in Hospitality and Tourism Sectors

The global market for tissue paper products has seen increased demand as hotels, resorts, and restaurants have been developing. High travel rates by consumers and heightened awareness of cleanliness standards within the hospitality industry have driven this trend. The pandemic has further fueled this demand as both consumers and businesses increasingly pay more attention to cleanliness and sanitation aspects.

Opportunities in Tissue Paper Market

Urbanization and rising disposable incomes have propelled demand in emerging economies, particularly in the Asia Pacific and Latin America regions. As more people move to urban areas, the demand for hygiene and convenience products, including tissue paper, has remarkably increased. This expanding middle class is more inclined to spend on premium and branded tissue products.

On the other hand, the rising adoption of digital watermarking technology has become a game-changer in the market for growth opportunities. This technology has gained fame for its ability to increase traceability, authenticity, and transparency in the supply chain of tissue paper products, thereby propelling the tissue paper market dynamics and trends. The digital watermarking technique consists of the production of watermarks impervious to printed tissue products which can later be read by cell phones for authenticity and tracing. For example, Essity uses digital watermarking in its Tork brand to ensure supply chain transparency, tackle counterfeiters, increase consumer trust and set the standard for sustainability in production. This particular innovation proves the integrity of the products and fosters consumer confidence in the brand itself.

Growth Drivers

Consumers nowadays are putting more stress on cleanliness and health consciousness, which is turning out to be a major factor propelling the growth of tissue paper market. The demand for tissue products like wet wipes, toilet paper, and facial tissues surged as a result of the COVID-19 pandemic's increased emphasis on hygiene. Consumers' emphasis on cleanliness and personal hygiene in both homes and public areas is predicted to fuel market expansion going forward, particularly in areas with growing middle-class populations.

Tissue paper is becoming increasingly popular in the beauty and personal care sector, especially in sheet masks and nail removers. For instance, L'Oréal and Innisfree use soft and absorbent tissue in sheet masks to deliver the ingredients right to the skin, allowing for better hydration and nourishment. The sheet masks are particularly suitable for rapid and efficient skincare. The nail removers employ tissues covered with acetone or remover solution for effective, yet gentle nail polish removal. Tissue-based nail removal wipes are offered by companies such as Sephora and Sally Hansen, providing ease and portability, thus growing in popularity within the beauty market.

Market Restraints

Resource scarcity as well as environmental concerns are the major issues in the global tissue paper industry. There would be a challenge to profitability if sustainability control drives up the rising production costs for manufacturers when they opt for greener alternatives like bamboo or recycled fibres. Virgin wood pulp is widely used as raw material for tissue paper, which also results in deforestation and environmental degradation, leading to tissue paper market challenges. Manufacturers face the challenge of finding a middle ground between sustainability and cost-effectiveness.

Tissue Paper Industry Segmentation

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

On the basis of product type, the market can be divided into the following:

• Paper Tissues
• Facial Tissue
• Wet Wipes
• Others

On the basis of application, the market can be divided into the following:

• Household
• Commercial

On the basis of distribution channel, the market can be divided into the following:

• Online
• Offline

Based on region, the market can be segregated into:

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

By Product Type Analysis

Paper tissues, wet wipes, and other variants are gaining speed because of changed consumer requirements related to convenience, hygiene, and sustainability. Wet wipes increasingly use their portability and versatility of application to cleanse, especially in health-conscious surroundings. As per tissue paper market analysis, facial tissues are popular for personal care and hygiene. Paper tissues will continue their demand in every single household on a daily basis. The increased preference for environmentally friendly options, such as biodegradable or recycled materials, is further giving more popularity to these products.

Market Analysis by Application

The tissue paper market is experiencing growth due to household applications, increased hygiene awareness and rising disposable incomes, with a preference for premium eco-friendly products. Commercial application growth in the hospitality, healthcare, and foodservice sectors also will continue due to cleanliness and comfort considerations of businesses. The growing trend of sustainability in both sectors is driving demand for recyclable/biodegradable tissue products, which further accelerates growth across the application for both sectors.

Distribution Channel Insights

The rising trend of e-commerce websites and growing demand for home delivery has contributed significantly to the increased sale of tissue paper. Due to increased purchases online, consumers find having tissue paper products delivered to their homes extremely convenient. Giant e-commerce companies like Amazon and Walmart offer a great variety of tissue products, so it can be easily found by a more extensive customer group. This trend in e-commerce has made online shopping a major avenue through which tissue paper is distributed. As per tissue paper industry analysis, various forms of tissue products are sold by large retailers and online stores. Some options may include subscription service and green alternatives, etc. Offline channels of supermarkets, convenience stores, and pharmacies are still driving a larger number of sales due to consumer preference for in-store purchase of immediate needs. This channel, including the other one, is increasingly promoting sustainable and superior-quality tissue products.

Tissue Paper Market Regional Insights

North America Tissue Paper Market Opportunities

Opportunities in the North America tissue paper market are immense, driven by consumers' increasing demand for sustainable products. Such a growing demand stems from increasing awareness about the environment, which has generated interest in alternatives such as recyclable paper and bamboo-based tissue paper. This segment remains the largest in the region by revenue, as of 2023, the United States leading with revenues. Compared to those in the province of Ontario, Canada, increasing disposable incomes and growth in urbanization has resulted in the growing trend toward premium tissue products here.

Asia Pacific Tissue Paper Market Trends

The Asia Pacific (APAC) tissue paper market was stimulated by the increasing urbanization and elevated disposable income among the developing countries resulting in more acceptance of premium hygiene products. Consumers demand eco-friendly alternatives to tissue paper, such as using bamboo and recycled paper, as their consciousness of environmental issues rises. The growing middle class in China and India is the driving force behind these two important growth economies. To meet this demand, companies have focused on sustainability and innovation.

Middle East and Africa Tissue Paper Market Drivers

The tissue paper industry in the Middle East and Africa is driven by the demand for high-end hygiene goods, further fueled by urbanization and soaring disposable income. The increased health consciousness among consumers has shaped the increased demand in products including wipes, lavatory papers, and facial tissues. Private hotels and healthcare sectors keep driving more the needs for tissue paper. The government's promotion of environmentally friendly materials has encouraged their acceptance and keeps the demand for tissue paper high.

Europe Tissue Paper Market Dynamics

Europe tissue paper companies have primarily focused on adopting green sources including bamboo and recycled tissue paper due to the increased consciousness on environment issues. For instance, renowned companies such as Essity, emphasize sustainability by producing hygiene items under the Tork brand, putting much emphasis on items made from recycled fibers. Apart from the growing trend of consumer demand for high-end environmentally friendly tissue products in the region, the demand has grown due to increased urbanization and disposable income.

Latin America Tissue Paper Market Insights

The growth of the tissue paper market in Latin America can be attributed to the rising disposable incomes and a greater focus on sustainability and hygiene. The Brazilian Paper Industry Association (IBÁ) has claimed that the country's market supremacy is being driven by consumer demand for upscale, eco-friendly tissue goods. Latin American governments have positively advocated sustainability practices which has further encouraged companies to use recycled materials and reduce their environmental impact when making tissue paper.

Competitive Landscape

The tissue paper market players have primarily concentrated on consumer-centric solutions, innovation, and sustainability. Additionally, tissue paper companies work to enhance product quality, promote better cleanliness, and increase their market share in developing nations. Utilizing eco-friendly materials like bamboo and recycled fibers will have a significant impact on the environment. Remaining competitive in this growing industry also requires cost effectiveness and a better supply chain.

Kimberly-Clark Corporation

Kimberly-Clark Corporation was established in 1872, with its headquarters located in Irving, Texas, United States. The company produces tissue products under the brands Kleenex, Scott, and Cottonelle. The company is committed to sustainability hygiene and innovation in markets for both consumers and professionals worldwide.

Essity Aktiebolag

Essity Aktiebolag, founded in 1929, with its location in Stockholm, Sweden, the Tork, Lotus and Plenty are tissue paper products from the company committed to hygiene, sustainability, and environmental-friendly practices for both consumer and professional market.

Hengan International Group Company Ltd.

Based in Jinjiang, China, Hengan International Group Company Ltd. operates its brands, including Tempo and Vinda, since 1985. Tissue paper products include toilet paper, facial tissues, and napkins. Focus is on quality, innovation, and catering for the home market as well as overseas.

Asia Pulp & Paper Sinar Mas

Asia Pulp & Paper Sinar Mas, established in 1976 and headquartered in Jakarta, Indonesia, offers tissue products like toilet paper, facial tissues, and kitchen towels, all under one philosophy: sustainability, responsible sourcing, and no deforestation in paper-making processes.

Other key players in the global tissue paper market are Georgia-Pacific LLC, The Procter & Gamble Company, CMPC, Soffass S.p.a, and Unicharm Corporation, among others.

Innovative Tissue Paper Startups

Tissue paper startups primarily focus on sustainability, innovation, and convenience as drivers for establishing their brands. They start with creating green products from recycled fiber, bamboo fibers, or other renewable sources and then extend the revenue streams for those offering products that attract an environmentally aware public. In addition, startups focused on developing unique tissue paper products that cater to specific consumer needs. All these innovations are intended to compete with the heavily crowded market and pull traction from quality-seeking consumers.

Welvet Skie

Welvet Skie is known for its high-quality and diverse range of products. Established in 2022, this startup offers a variety of tissue paper products, including facial tissues, toilet rolls, kitchen tissue rolls, and tissue napkins. Welvet Skie prioritizes quality and customization, catering to both individual and commercial needs.

The Cheeky Panda

The Cheeky Panda is a trendy eco-friendly brand that specializes in bamboo toilet paper, towels, and tissues. The startup aims to fight deforestation by growing fast-growing bamboo and using it to substitute for the wood pulp that is mostly used in making paper.