Kitchen Towels Market Share, Size, Trends, Industry Analysis Report, By Product Type (Cloth-based and Paper-based); By End Use; By Distribution Channel; By Region; Segment Forecast, 2024 – 2032
- Published Date:Jan-2024
- Pages: 117
- Format: PDF
- Report ID: PM4067
- Base Year: 2023
- Historical Data: 2019-2022
The global kitchen towels market was valued at USD 14.29 billion in 2023 and is expected to grow at a CAGR of 6.2% during the forecast period.
The kitchen towels market offers a wide variety of products, including paper towels, cloth towels, microfiber towels, and disposable towels, catering to diverse consumer preferences and needs. These are essential household items used for cleaning, drying, and maintaining kitchen hygiene. The market's scope is influenced by consistent consumer demand for these products. With an emphasis on hygiene and cleanliness in kitchens, the demand for kitchen towels for wiping surfaces, hands, and kitchen utensils continues to grow.
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The increasing consumer awareness about the importance of hygiene and cleanliness in the kitchen has boosted the adoption of kitchen towels to wipe surfaces, dishes, and hands while maintaining a clean and safe environment, along with the growing proliferation of kitchens that are disposable and can be easily replaced, are among the primary factors driving the market growth.
Moreover, the rapid development of innovative materials, such as bamboo-based or biodegradable kitchen towels by major market companies and the introduction of various eco-friendly and sustainable kitchen towel options are likely to foster market growth and gain huge traction among environmentally-conscious consumers.
- For instance, in July 2022, IKEA announced the launch of its latest sustainable kitchenware range, which includes tea towels, aprons, mugs, and autumn wreaths. With this launch, the company is aiming to help families make smarter, sustainable, and healthier choices.
In the last few years, manufacturers across the world have significantly invested in R&D activities to develop innovative and customization options that allow customers to conveniently personalize their kitchen towels with names, messages, or designs. Therefore, with the growing personalization and customization trends, this appeals to consumers seeking unique and personalized kitchen products and pushes the overall market growth forward.
However, the large market share for unorganized and local market players due to price-sensitive consumers across various regions who may choose lower-cost options or generic brands over premium kitchen towels is among the major factors expected to hinder global market growth.
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- The surge in disposable income and availability of products from various brands are driving the market growth.
The continuous surge in consumer disposable income across both developed and developing economies that allows them to spend more on personal care & hygiene products including kitchen towels, beach towels, and others, is the major factor propelling the market's global market growth. Besides this, there is an increase in the number of companies entering the market with the introduction of various kitchenware products, including kitchen towels, and helping consumers to get their desired products with ease and convenience, which, in turn, also propels growth opportunities for the kitchen towels market.
- For instance, in September 2023, Our Place, a kitchenware brand, announced the launch of its first-ever kitchen linens collection to expand its market into the kitchenware segment. The newly launched kitchen linens set includes double dish towels, hot mitts, a cook apron, and loop napkins, among others.
Kitchen towels offer convenience and versatility in cleaning, drying, and handling food, making them a staple in households and commercial kitchens. Improved economic conditions in many regions lead to increased spending on home and kitchen products, including kitchen towels. Consumers are increasingly opting for eco-friendly and sustainable kitchen towels, such as reusable and biodegradable options, in response to environmental concerns. Advancements in materials, such as microfiber and bamboo, have enhanced the performance and durability of kitchen towels, driving their popularity.
The market is primarily segmented based on product type, end use, distribution channel, and region.
By Product Type
By End Use
By Distribution Channel
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By Product Type Analysis
- The cloth-based segment held the largest market share in 2022
In 2022, the cloth-based segment held the largest market share. Growth is attributable to its numerous beneficial characteristics and features, including higher sustainability, durability, cost-efficiency, and versatility for multiple uses in the kitchen. Apart from this, the widespread availability of cloth-based kitchen towels in a wide range of designs, colors, and patterns, which allow consumers to match their kitchen decor and add a touch of style to their kitchen, is generating huge growth potential for the segment market.
The paper-based segment is expected to grow at a significant growth rate throughout the study period, which is majorly driven by its growing popularity as a more hygienic option than reusable cloth towels, along with its ability to offer greater convenience by eliminating the need for laundering and the bacterial growth risk on reusable towels.
By End User Analysis
- The residential segment held a significant market share in 2022
The residential segment held a significant market share in 2022, which is largely accelerated by its significant use in various kitchen cleaning applications, ranging from wiping spills to drying hands and utensils and emerging trends towards using eco-friendly and reusable kitchen towels. As kitchen towels are becoming essential globally for maintaining cleanliness and hygiene, thus, with the growing number of environmentally-conscious consumers who are aware of the importance of a clean kitchen to prevent foodborne illnesses, the need and demand for kitchen towels in residential settings is growing rapidly.
The commercial segment is projected to exhibit the highest growth during the forecast period, mainly due to the increasing number of food chains, including restaurants, cafes, and hotels, and the continuous expansion of the food service industry all over the world. The significant rise of fast-casual dining establishments that often have open kitchens and serve made-to-order food is also creating a huge demand for kitchen towels.
For instance, according to our findings, there are a total of 749,404 restaurants in the United States in 2023, and the revenue generated through the restaurant industry was around USD 898 billion in sales in 2022, with an increase of USD 166 billion from 2021.
By Distribution Channel Analysis
- The online stores segment is projected to witness the fastest CAGR during the forecast period.
The online store's segment is projected to witness the fastest CAGR during the forecast period, owing to significant growth in the number of online or digital shoppers worldwide and the emergence of various online shopping platforms offering kitchen towels with numerous benefits, including a wide variety, price comparison, higher convenience, no need to visit the store, and convenient payment and delivery options, among others.
For instance, as per our findings, the number of online shoppers in the United States was around 268 million people in 2022, and the number is projected to reach almost 285 million people by 2025. Also, global e-commerce sales are projected to reach approx. USD 58.74 trillion by 2028.
- North America region dominated the largest market in 2022
The North American region dominated the largest market share in 2022. The rapid surge in the number of quick-service restaurants in the US and increasing consumer preferences for several types of eco-friendly and sustainable kitchenware products, like kitchen towels, are among the majors factors driving the region's market growth.
For instance, according to a report published by IBIS World, there are 201,865 fast food restaurant businesses in the US in 2023, with a rise of approx. 0.9% compared to the previous year.
The Asia Pacific will grow at the fastest pace on account of the growing urbanization rate and changing consumer lifestyles that have led to greater demand for convenience products along with the growing number of consumers willing to spend more on hygiene products like kitchen towels.
Key Market Players & Competitive Insights
The kitchen towels market is highly competitive, with the presence of various regional and global market players. The top players operating in the market are significantly increasing their expenditure on strengthening their supply chain management systems, ensuring quality control, and keeping their product standards. They are also opting for several business development strategies, including collaborations, partnerships, and new product launches.
Some of the major players operating in the global market include:
- Accrol Group Holdings Plc
- Aldar Tissues Ltd.
- Cascades Inc.
- Ecolab Inc.
- Kimberly-Clark Corporation
- Koch Industries Inc.
- Kruger Products
- Marcal Manufacturing LLC
- Renova Group
- Rodriquez Pty. Ltd.
- The Procter & Gamble Company
- Towel Depot Inc.
- WEPA Professional GmbH
- In December 2021, IKEUCHI ORGANIC announced that they would launch an Organic 330 Kitchen Towel that is specially developed for wiping plates and can be used to wipe a wide range of dishes without getting aked. It will be the ideal towel for wiping lacquerware, wine glasses, and many other important and expensive dishes without leaving fingerprints.
- In November 2021, Tekla, a major company known for elevating homeware with its large range of products, announced the launch of its elegant kitchen collection. The new range of kitchen products comprises a range of napkins, tablecloths, kitchen towels, glass towels, and aprons in both light and heavy linens.
Kitchen Towels Market Report Scope
Market size value in 2024
USD 15.16 billion
Revenue forecast in 2032
USD 24.61 billion
6.2% from 2024 – 2032
2019 – 2022
2024 – 2032
Revenue in USD billion and CAGR from 2024 to 2032
By Product Type, By End Use, By Distribution Channel, By Region
North America, Europe, Asia Pacific, Latin America; Middle East & Africa
Report customization as per your requirements with respect to countries, region and segmentation.