Global Tissue Towel Market Size, Share, and Trends Analysis Report – Industry Overview and Forecast to 2032

Tissue Towel Market Size

• The global tissue towel market size was valued at USD 52.93 billion in 2024 and is expected to reach USD 63.99 billion by 2032, at a CAGR of 2.40% during the forecast period
• The market growth is largely fueled by increasing global awareness regarding hygiene and sanitation, particularly after the COVID-19 pandemic, and rising disposable incomes, especially in developing economies
• The expansion of the hospitality and healthcare sectors, along with rapid urbanization and a growing consumer preference for convenient and disposable hygiene solutions, are further propelling the demand for tissue towels across various end-use segments

Tissue Towel Market Analysis

• The tissue towel market is experiencing consistent growth due to increasing consumer preference for hygiene-focused products and the rising adoption of tissue towels in healthcare, hospitality, and commercial settings
• The demand for premium and eco-friendly tissue towels, such as those made from recycled materials or biodegradable fibers, is encouraging manufacturers to innovate with sustainable and high-quality solutions
• Europe dominates the tissue towel market with the largest revenue share of 36.1% in 2024, driven by a well-established consumer goods sector, high hygiene standards, and strong demand for premium tissue products in household and commercial applications
• North America is expected to be the fastest-growing region during the forecast period, fueled by a large population, increasing consumer spending on hygiene products, and the rapid expansion of e-commerce platforms facilitating easy access to tissue towel products
• The rolled towels segment holds the largest market revenue share of 45.5% in 2024, supported by their widespread use in household and commercial settings due to convenience, cost-effectiveness, and compatibility with automated dispensers. The growing demand for sustainable rolled towels and the expansion of the hospitality sector are also key growth drivers

Report Scope and Tissue Towel Market Segmentation

Tissue Towel Market Trends

“Rising Preference for Sustainable and Eco-Friendly Tissue Towels”

• Consumers are increasingly opting for tissue towels made from recycled materials, bamboo, or other sustainably sourced fibers due to growing environmental consciousness
• These eco-friendly options are gaining popularity for their reduced carbon footprint and biodegradability, aligning with global efforts towards a circular economy
• In regions such as Europe and North America, strict environmental regulations and high consumer awareness are driving the demand for responsibly manufactured tissue products
• Major smart hospitality chains and commercial establishments are prioritizing sustainable tissue towel solutions to enhance their corporate social responsibility initiatives and appeal to environmentally conscious clientele
  • For instance, many hotels are switching to dispensers that use unbleached or recycled content rolled towels to minimize waste and demonstrate their commitment to sustainability
• Retailers are increasingly dedicating shelf space to certified sustainable tissue towel brands, often highlighting their eco-friendly attributes to attract a growing segment of green consumers

Tissue Towel Market Dynamics

Driver

“Increasing Global Focus on Health and Hygiene”

• The rising global awareness regarding personal and public hygiene, significantly amplified by recent health crises such as the COVID-19 pandemic, is a primary driver for the tissue towel market
• Consumers and institutions alike are prioritizing disposable hygiene solutions to prevent the spread of germs and maintain sanitary environments, leading to a sustained demand for tissue towels in residential, commercial, healthcare, and hospitality settings
• Tissue towels offer a convenient and hygienic alternative to reusable cloths, particularly in public restrooms and kitchens where cross-contamination is a concern
• Governments and health organizations are actively promoting hand hygiene and the use of disposable paper products, further accelerating market growth
  • For instance, public health campaigns emphasize the importance of using disposable towels for hand drying in schools and workplaces to enhance overall health and safety

Restraint/Challenge

“Volatile Raw Material Prices and Environmental Concerns”

• The tissue towel market faces significant challenges due to fluctuating prices of key raw materials, primarily virgin pulp and wood fibers
• In addition, increasing environmental concerns and stringent regulations related to deforestation, waste disposal, and carbon emissions pose a substantial challenge
• While there is a growing consumer demand for sustainable products, the shift towards eco-friendly sourcing and production methods often involves higher processing costs and capital investment for manufacturers
  • For instance, mills striving for carbon neutrality and reduced water consumption may incur substantial costs in upgrading equipment and implementing new technologies, which can translate to higher product prices for consumers
• This can lead to a delicate balance between meeting consumer demand for sustainable options and maintaining competitive pricing, particularly in price-sensitive markets where cost-effective alternatives, including reusable cloth towels, are readily available

Tissue Towel Market Scope

The market is segmented on the basis of product type, end-use, and distribution channel.

• By Product Type

On the basis of product type, the tissue towel market is segmented into rolled towels, folded towels, napkins & luxury towels, and boxed towels. The rolled towels segment holds the largest market revenue share of 45.5% in 2024, supported by their widespread use in household and commercial settings due to convenience, cost-effectiveness, and compatibility with automated dispensers. The growing demand for sustainable rolled towels and the expansion of the hospitality sector are also key growth drivers.

The napkins & luxury towels segment is expected to witness the fastest growth rate from 2025 to 2032, propelled by increasing consumer preference for premium and eco-friendly products in hospitality and personal care applications. These products are favored for their softness, aesthetic appeal, and sustainability, particularly in luxury hotels and high-end restaurants.

• By End-Use

On the basis of end-use, the tissue towel market is segmented into personal care, home care, healthcare, hospitality, commercial, and others. The home care segment dominated the market with a revenue share of 39% in 2024, driven by high consumer demand for tissue towels for daily household hygiene and cleaning purposes. The rise in disposable incomes and growing awareness of hygiene standards contribute significantly to this segment’s dominance.

The healthcare segment is expected to witness the fastest growth rate from 2025 to 2032, fueled by increasing adoption of tissue towels in hospitals, clinics, and other medical facilities for maintaining hygiene and preventing infections. The growing emphasis on infection control and the rise in healthcare infrastructure in emerging markets further support this growth.

• By Distribution Channel

On the basis of distribution channel, the tissue towel market is segmented into direct sales, e-commerce, retail stores, and others. The retail stores segment held the largest market revenue share of 50.7% in 2024, driven by widespread availability of tissue towel products in supermarkets, hypermarkets, and convenience stores. Consumers prefer retail stores for their accessibility and variety of product options.

The e-commerce segment is expected to witness the fastest growth rate from 2025 to 2032, driven by the increasing penetration of online shopping platforms and the convenience of home delivery. The rise in digital adoption, particularly in Asia-Pacific and North America, along with promotional offers and subscriptions for tissue products, is boosting this segment’s growth.

Tissue Towel Market Regional Analysis

• Europe dominates the tissue towel market with the largest revenue share of 36.1% in 2024, driven by a well-established consumer goods sector, high hygiene standards, and strong demand for premium tissue products in household and commercial applications
• Consumers prioritize tissue towels for hygiene, convenience, and sustainability, particularly in countries such as Germany, France, and the U.K., where environmental regulations encourage the use of biodegradable products
• Growth is further supported by innovations in sustainable tissue towel production and rising demand in healthcare and hospitality sectors

U.S. Tissue Towel Market Insight

The U.S. dominates the North American tissue towel market, characterized by strong consumer awareness of hygiene and a high per capita consumption of tissue products. The market is fueled by a robust demand for both household and commercial tissue towels, with a growing trend towards eco-friendly and premium offerings. The expansion of e-commerce channels and the continuous introduction of innovative products with enhanced absorbency and strength further boost market growth.

Europe Tissue Towel Market Insight

The Europe is expected to dominate the global tissue towel market with the highest revenue share. This is primarily fueled by a strong emphasis on hygiene and cleanliness, particularly post-pandemic, alongside a growing consumer preference for eco-friendly and sustainable tissue products. The region's mature market, coupled with continuous innovation in product quality and environmental certifications, reinforces its leading position. Countries such as Germany and France are key contributors, driven by high consumer awareness and a strong demand for high-quality and sustainable solutions in both household and away-from-home segments.

U.K. Tissue Towel Market Insight

The U.K. market for tissue towels is expected to witness significant growth, driven by increasing consumer awareness regarding hygiene and a rising demand for convenient and disposable cleaning solutions in both domestic and public settings. The market benefits from a strong focus on sustainability, leading to a preference for recycled and environmentally responsible tissue products. The growth of private label brands and competitive pricing strategies also contribute to market expansion.

Germany Tissue Towel Market Insight

Germany is a dominant country in the European tissue towel market and is expected to witness substantial growth. This is attributed to a high consumer focus on hygiene, a strong preference for high-quality and soft tissue products, and a significant shift towards environmentally friendly options. Despite challenges such as high energy costs, the market is driven by robust demand from both the retail and commercial sectors, supported by continuous product innovation and a well-developed distribution network.

Asia-Pacific Tissue Towel Market Insight

The Asia-Pacific region is expected to witness significant growth in the global tissue towel market. This is driven by rapid urbanization, increasing disposable incomes, and a growing emphasis on hygiene and sanitation, particularly in emerging economies such as China and India. The expanding healthcare and hospitality sectors, coupled with rising awareness of personal cleanliness, are boosting demand for tissue towels across various product types and end-use applications.

Japan Tissue Towel Market Insight

Japan's tissue towel market is expected to witness strong growth, driven by a consumer preference for high-quality, soft, and technologically advanced tissue products. The market benefits from a high level of health and hygiene consciousness among the population, alongside a growing demand for eco-friendly and sustainable solutions. The expansion of e-commerce and convenience of online shopping are further accelerating market penetration in Japan.

China Tissue Towel Market Insight

China holds a significant share of the Asia-Pacific tissue towel market, propelled by rapid urbanization, increasing population, and growing demand for hygiene and sanitation products. The country’s expanding middle class and focus on health and cleanliness support the adoption of tissue towels in both household and commercial applications. Strong domestic manufacturing capabilities and competitive pricing enhance market accessibility.

Tissue Towel Market Share

The tissue towel industry is primarily led by well-established companies, including:

• Kruger Inc. (Canada)
• Wepa (Germany)
• Cascades Inc. (Canada)
• Georgia-Pacific (U.S.)
• Metsa Group (Finland)
• Procter & Gamble (U.S.)
• KCWW (U.S.)
• Essity Aktiebolag (Sweden)
• Celtex spa (Italy)
• Lucart S.p.A. (Italy)
• SOFIDEL (Italy)
• APP (Asia Pulp & Paper) (Indonesia)
• MP hygiene (Germany)
• Vinda International Holdings Limited (Hong Kong)
• Softys (Chile)

Latest Developments in Global Tissue Towel Market

• In August 2024, First Quality Tissue unveiled a major expansion plan to enhance its ultra-premium towel and tissue manufacturing capabilities. The company committed to installing two advanced Thru-Air-Dried (TAD) paper machines, along with converting facilities, at a new location yet to be announced. This investment will significantly boost production capacity, supporting growing consumer demand in the tissue market. The first machine is expected to be operational in 2027, with the second following approximately 18 months later.
• In May 2024, APRIL Group expanded into India’s tissue towel market by acquiring Origami, a leading consumer tissue products company. This strategic move enhances APRIL’s manufacturing footprint in Asia-Pacific, addressing the rising demand for tissue towels fueled by urbanization and increasing hygiene awareness. By leveraging Origami’s established market presence, APRIL aims to strengthen its position in the fast-growing South Asian tissue market, offering innovative and eco-friendly products tailored to evolving consumer needs
• In March 2024, Metsä Tissue announced an investment in three new converting lines at its Mariestad tissue paper mill in Sweden, focusing on sustainable fresh fiber production. By the second half of 2025, 80% of the mill’s output will come from fresh fiber, enhancing production capacity for household towels and sheets. This expansion improves efficiency and meets the growing demand for eco-friendly tissue products in Europe. The initiative strengthens Metsä Tissue’s market position, aligning with consumer preferences for sustainable and high-quality tissue solutions
• In January 2024, Tork, a leading professional hygiene brand under Essity, introduced a new line of soft and efficient hand towels and toilet paper made from 100% recycled fibers. This launch highlights the industry's increasing focus on sustainability and responds to growing consumer demand for eco-friendly hygiene solutions. By utilizing fully recycled materials, Tork aims to reduce environmental impact while ensuring high absorbency and durability. The initiative aligns with global efforts to promote responsible resource use in hygiene products
• In January 2024, WEPA acquired Star Tissue UK, a hygiene paper company based in Blackburn, Lancashire, rebranding it as WEPA Professional UK. This strategic acquisition strengthens WEPA’s presence in the UK professional hygiene market, particularly for tissue towels used in commercial and hospitality settings. By expanding production and distribution capabilities, WEPA aims to meet the growing demand for premium and sustainable tissue products in the UK, further solidifying its competitive edge in Europe

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