Tissue Paper Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Type (Facial Tissue Paper, Toilet Tissue Paper, Napkins, Paper Towel, Others), By Nature (Organic, Regular), By End User (Residential, Commercial), By Distribution Channel (Supermarket/Hypermarket, Convenience Stores, Specialty Stores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 96.03 Billion
CAGR (2026-2031)	7.19%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 145.66 Billion

Market Overview

The Global Tissue Paper Market will grow from USD 96.03 Billion in 2025 to USD 145.66 Billion by 2031 at a 7.19% CAGR. Tissue paper encompasses lightweight and absorbent paper products such as toilet rolls, facial tissues, and paper towels designed for single use hygiene and sanitation purposes. The global market expansion is fundamentally supported by rapid urbanization and increasing disposable incomes which allow for greater expenditure on personal care items. Furthermore, a sustained global focus on health and hygiene standards continues to drive consumption levels across both household and commercial environments. According to the Confederation of European Paper Industries, in 2024, tissue paper demand in the European region rebounded with a growth rate of 5.8 percent.

One significant challenge that could impede market expansion is the volatility of raw material costs. Manufacturers frequently contend with fluctuating prices for wood pulp and recycled fiber which creates instability in production expenses and profit margins. This financial unpredictability complicates long term planning and necessitates constant adjustment of pricing strategies to maintain operational viability within the sector.

Key Market Drivers

Surging Demand for Eco-Friendly and Sustainable Alternatives is fundamentally reshaping the Global Tissue Paper Market as manufacturers prioritize environmental stewardship to meet consumer expectations and regulatory standards. Major industry players are increasingly directing capital toward fossil-free production processes and energy-efficient infrastructure to reduce carbon footprints. This transition compels companies to innovate beyond traditional fiber sourcing, focusing heavily on modernizing facilities to ensure long-term operational sustainability. According to Metsä Group, February 2024, in the 'Press Release: Metsä Group launches significant investment plans', the company announced a planned investment of approximately EUR 100 million to modernize its Mänttä mill specifically to enhance the sustainability of its tissue operations. Such investments indicate that environmental performance is no longer a niche value proposition but a central pillar of industrial strategy.

Rising Disposable Income in Emerging Markets is concurrently accelerating market value through the premiumization of hygiene products. As purchasing power expands in developing economies, consumers are rapidly shifting from basic tissue options to high-quality, value-added goods, thereby improving profit margins for producers. According to Hengan International, March 2024, in the '2023 Annual Results', the group's profit attributable to shareholders increased by 45.5 percent, a surge primarily driven by the robust growth of their upgraded and premium product series. This shift underscores the correlation between economic development and sophisticated consumption patterns, reinforcing the financial resilience of the sector. According to Essity, in 2024, total net sales for the preceding fiscal year increased by 12.1 percent, reflecting the continued robust demand across the broader market.

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Key Market Challenges

The volatility of raw material costs, particularly for wood pulp and recycled fiber, constitutes a formidable barrier to the sustained growth of the Global Tissue Paper Market. Manufacturers in this sector rely heavily on these primary inputs, and their fluctuating prices create a precarious financial environment that disrupts production stability. When raw material costs rise unexpectedly, producers are forced to either absorb the additional expense, which erodes profit margins, or pass the cost to consumers, which can dampen demand in price-sensitive regions. This unpredictability complicates the formulation of long-term pricing strategies and hinders investment in capacity expansion, compelling companies to operate in a reactionary manner rather than focusing on strategic market development.

The severity of this cost instability is underscored by recent trade data reflecting surging valuations for essential fiber inputs. According to the Brazilian Tree Industry (Ibá), in 2024, the export value of pulp increased by 33.2 percent, totaling USD 10.6 billion, a surge driven by robust global demand and elevated market prices. Such a significant appreciation in the value of key raw materials directly inflates procurement costs for tissue manufacturers globally, forcing them to continuously recalibrate their operational budgets to maintain financial viability.

Key Market Trends

The Transition to Plastic-Free and Compostable Packaging is gaining momentum as manufacturers replace conventional polyethylene films with biodegradable alternatives to address mounting plastic waste concerns. This shift is particularly evident in the retail sector, where brands are redesigning product wrappers to align with circular economy principles and stricter environmental regulations. By utilizing paper-based or bio-polymer materials, companies are effectively differentiating their portfolios on the shelf while reducing the aggregate environmental impact of their supply chains. A notable execution of this strategy was highlighted when a major manufacturer overhauled its private label packaging. According to Sofidel, May 2025, in the 'Summary of Integrated Report', the company successfully transitioned all packaging for Sainsbury's private label business from polyethylene to paper in 2024, a strategic move that resulted in an estimated plastic savings of approximately 485 tons.

The Integration of IoT-Enabled Smart Dispensing Systems is revolutionizing the commercial tissue market by utilizing real-time data to optimize facility management and hygiene standards. These advanced solutions employ sensors within dispensers to monitor consumption levels and visitor traffic, enabling cleaning staff to transition from static schedules to need-based servicing. This technological adoption significantly enhances operational efficiency by preventing product run-outs and reducing unnecessary maintenance checks, which is critical in high-traffic venues such as airports and office complexes. The scale of this digital transformation is reflected in recent adoption metrics. According to Tork Global, June 2025, in the 'Tork achieves milestone in data-driven cleaning technology', the brand reported that an estimated 1.2 billion people in 2024 traveled through buildings utilizing the Tork Vision Cleaning system, underscoring the widespread acceptance of data-driven hygiene operations.

Segmental Insights

The online sales channel is currently recognized as the fastest-growing segment in the global tissue paper market. This rapid expansion is primarily driven by the increasing consumer preference for the convenience of home delivery, particularly for bulky household items that are difficult to transport personally. Furthermore, major e-commerce platforms have successfully implemented subscription models that automate the replenishment of essential goods, thereby securing customer loyalty and consistent sales volume. The wider product selection and competitive pricing available through digital marketplaces continue to accelerate the shift away from traditional brick-and-mortar retail formats.

Regional Insights

North America holds a dominant position in the global tissue paper market, primarily driven by high per capita consumption and established personal hygiene standards across the United States and Canada. The region benefits from a robust manufacturing infrastructure and consistent demand for essential products like bath tissue and paper towels. Furthermore, industry guidelines from organizations such as the American Forest and Paper Association encourage sustainable production practices, aligning with consumer preferences for environmentally responsible goods. This combination of strong domestic demand and established industrial capacity secures the region's leading status.

Recent Developments

• In November 2024, the Sofidel Group finalized the acquisition of the tissue business of Clearwater Paper Corporation, a significant strategic move to expand its presence in North America. This transaction, valued at approximately USD 1.06 billion, included four production facilities located in Shelby (North Carolina), Lewiston (Idaho), Las Vegas (Nevada), and Elwood (Illinois). The acquisition increased Sofidel’s annual production capacity by 25 percent, adding 340,000 metric tons per year to its operations. By integrating these assets, the company aimed to strengthen its manufacturing footprint and enhance its ability to serve both private label and branded tissue markets across the United States.
• In October 2024, Metsä Tissue launched a new round of public consultation regarding its plans to construct a state-of-the-art tissue paper mill in Goole, East Riding of Yorkshire. The proposed facility is designed to produce approximately 240,000 tons of tissue paper annually, which would account for one-fifth of the total volume consumed in the United Kingdom. This investment aims to reduce the country's reliance on imported tissue products by more than 30 percent and improve sustainability by using fresh fiber pulp. The project is expected to create over 400 direct jobs at the facility and generate thousands of additional roles within the local supply chain.
• In September 2024, Georgia-Pacific LLC celebrated the grand opening of its expanded manufacturing facility in Green Bay, Wisconsin, marking the completion of a major capital project. The company invested nearly USD 550 million to install a new through-air-dried (TAD) paper machine and three new converting lines at the Broadway mill. This expansion was designed to boost the production of premium paper towel products, including the Brawny brand as well as private label offerings. The state-of-the-art equipment significantly increased the site’s capacity and automation levels, supporting the company's strategy to meet growing consumer demand for high-quality tissue products in the retail market.
• In March 2024, Essity completed the divestment of its 51.59 percent shareholding in Vinda International Holdings Limited, a leading hygiene company in Asia. The stake was sold to Isola Castle Ltd, a company indirectly owned by Asia Pacific Resources International Limited (APRIL), for HKD 23.50 per share, resulting in sales proceeds of approximately SEK 19 billion. This transaction allowed the Swedish hygiene and health company to reduce its exposure to the consumer tissue segment in China and focus on business categories with higher margins and lower capital intensity. Following the sale, Essity retained a presence in the region through continued licensing agreements for its brands.

Key Market Players

• Kimberly-Clark Corporation
• Essity AB
• Vinda International Holdings Limited
• The Procter & Gamble Company
• Hengan International Group Company Ltd
• Sofidel S.p.A.
• Kruger Inc.
• MPI Papermills Inc.
• Lotus Tissue Papers Products
• Beeta Machines Private Limited Pvt. Ltd.

By Type	By Nature	By End User	By Distribution Channel	By Region
Facial Tissue Paper Toilet Tissue Paper Napkins Paper Towel Others	Organic Regular	Residential Commercial	Supermarket/Hypermarket Convenience Stores Specialty Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Tissue Paper Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Tissue Paper Market, By Type:

• Facial Tissue Paper
• Toilet Tissue Paper
• Napkins
• Paper Towel
• Others

• Tissue Paper Market, By Nature:

• Organic
• Regular

• Tissue Paper Market, By End User:

• Residential
• Commercial

• Tissue Paper Market, By Distribution Channel:

• Supermarket/Hypermarket
• Convenience Stores
• Specialty Stores
• Online
• Others

• Tissue Paper Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE