The global tissue paper market was valued at USD 58.3 billion in 2019 and is predicted to exhibit a CAGR of 6.1% over the forecast period. The global industry is reformed owing to the growth in demand for tissue paper in the global market owing to increase in consumer spending and willingness to pay higher for high quality products is expected to drive the demand for this market across the globe.
The demand for tissue paper is driven by a growing knowledge of sanitation and healthcare. Due to the increasing customer tendency to western norms in developing nations, the use of printed tissue has risen in recent years. Progress in production technology has enabled manufacturers to develop and enhance the product designs and patterns. This industry has witnessed massive development and innovations in the past several years. These innovations are done so as to meet the rapidly changing consumer demands. In addition to this, the key players in this market have adopted the strategy of rapid product development so as to attract the customers and keep their customer base increasing.
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Considering the industry trend, the adoption of tissue papers is widely increased with western standards of living and personal hygiene in economies such as India, China, Thailand, Japan and Singapore. Shift in trend from usage of waste papers in the kitchens to using kitchen towels and papers have also contributed to the growth in this industry in the past years. Tissue paper provides benefits, such as prevention of bacterial infection when used for drying by hand, reducing the risk of diseases like cold and influenza, which in turn drives demand for paper materials.
Furthermore, use of these papers has eradicated conventional cleaning and personal hygiene to the efficiency and convenience of tissue products. The consumer's social awareness of the clean and hygienic environment influences the use of readily degradable products. Tissues are user-friendly and beneficial for cleaning and sanitation. Furthermore, the use of tissue paper depends directly on the standard of living of the consumer. According to the industry experts, the transport of tissue papers not very economical, which means that the regional production and demand is very closely aligned.
The market is primarily segmented on the basis of product, application, distribution channel and geographic region.
By Product Type
By Application Type
By Distribution Channel
· Toilet paper
· Kitchen & hand towels
· Facial tissues
· Residential Usage
· Commercial Usage
· Online Channels
· Departmental Store
· North America (U.S., Canada)
· Europe (Germany, UK, France, Italy, Spain)
· Asia Pacific (India, Japan, China, South Korea)
· Latin America (Brazil, Mexico, Colombia)
· MEA (Saudi Arabia, South Africa, Israel, UAE)
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Based on product, the global tissue paper market has been segmented into toilet paper, kitchen and towel, napkins, facial tissues and others. In 2019, the toilet paper segment held the major share in the global industry and further anticipated to retain its dominance during the forecast period. The increase in demand from emerging economies owing to change in lifestyle and rapid urbanization are further raise the demand for the product. Moreover, the facial tissue is expected to witness high growth over the forecast period owing to increase in awareness regarding the importance of proper facial hygiene is anticipated to drive the demand for facial tissue paper over the forecast period.
Based on application, the global market is segmented into residential usage and commercial usage. The commercial application segment held the major share in the global market. This is largely due to the wide use of tissue paper in hospitals, hospitality and the food service sectors.
Based on distribution channel, the market has been segmented into supermarkets, online channels, and departmental store. The supermarkets segment is anticipated to hold the major share in the global industry and further expected to lead the market during the forecast period. The availability of a wide range of products in supermarkets along with various brands has allowed the consumers to compare the quality and price of each brand. Moreover, the increase in large discounts and sales provided to consumers in the supermarket and hypermarkets are also expected to fuel the growth of tissue paper demand over the forecast period. Due to interventions by various eCommerce stores on the industry, the online segment is expected to grow at a moderate growth rate to meet industry supply and demand.
The North America tissue paper market is anticipated to hold the major share in the global market over the forecast period. This is largely due to the growth in consumption of tissue paper in countries such as U.S., Canada and Mexico. The Asia Pacific region is expected to drive the market due to increasing disposable incomes and the adoption of the western lifestyles in the developing countries in the coming years. Consumption of kitchen towels and napkins in China is growing very fast. However, a large market share is accounted by toilet paper and facial tissues. China is one of the major tissue exporters in the globe.
Some of the key players operating in the global market include Beeta Machines Private Limited, Asia Pulp & Paper, KCWW, Georgia – Pacific, Procter & Gamble, Lotus Tissue Papers Products, Hengan China Investment Co. Ltd., Janhavi Enterprises, CMPC, Cascades and Kimberly – Clark among others. The major players in this market are continuously developing eco-friendly tissue papers, which in turn is expected to help them maintain their dominance in the ever-changing industry. In addition to this, research and development is one of the major focus of the major players in this industry.