Market Overview
The global Tissue Paper Market was valued at USD 81.3 Billion in 2025 and is projected to reach USD 125.9 Billion by 2034, registering a CAGR of 4.83% from 2026 to 2034. The market growth is driven by increasing consumer hygiene awareness, rising disposable incomes, and rising demand in commercial sectors such as hospitality and healthcare.
Study Assumption Years
- Base Year: 2025
- Historical Years: 2020-2025
- Forecast Years: 2026-2034
Tissue Paper Market Key Takeaways
- The global tissue paper market size was USD 81.3 Billion in 2025.
- The market is forecasted to grow at a CAGR of 4.83% during 2026-2034.
- North America dominated the market with over 28.7% share in 2025.
- The commercial sector held 54.3% market share in 2025, driven by industries such as hospitality, healthcare, and food service.
- Paper napkin was the largest product segment in 2025 with approximately 34.9% market share.
- Supermarkets and hypermarkets accounted for 45.0% of the market share as the largest distribution channel.
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Market Growth Factors
Hygiene and sanitation products also increase the demand for tissue paper. Growing awareness for sanitation and hygiene among consumers leads to an increase in demand for disposable tissues such as facial tissues, toilet paper, and paper towels. This trend continues worldwide, in the home and workplace and in public spaces, with a focus on hygiene.
In the commercial and institutional markets, tissue paper consumption is driven by the hospitality, healthcare and food service industries because tissue paper products are used for hand drying, wiping and cleaning in hotels, restaurants, hospitals and offices. Population growth, urbanization, and an increase in living standards also contribute to demand. In the US, the rate of population growth in 2024 was 0.53%, compared to 0.29% in 2020, allowing for further market growth driven by urbanization.
Growing consumer preferences towards sustainable eco-friendly tissue paper products is a major factor driving the growth of tissue paper market. This includes bamboo-based tissue papers, 100% recycled fibers and biodegradable products. Manufacturers are increasingly focusing on developing eco-friendly packaging and manufacturing methods. This is because there is an ever-increasing demand for environment-friendly tissue products, which is expected to foster market growth.
Market Segmentation
By Product:
- Paper Napkin: Largest product segment in 2025 with approximately 34.9% market share, boosted by demand from hospitality and food service sectors favoring disposable hygienic products.
- Paper Towel
- Facial Tissue
- Toilet Paper
- Wrapping Tissue
- Others
By Raw Material:
- Recovered Fiber: Largest segment due to sustainable, cost-efficient features, derived from post-consumer paper products; supported by advances in recycling technology improving quality.
- Wood Free
- Wood Containing
By Application:
- Commercial: Held 54.3% market share in 2025, covering hotels, restaurants, hospitals, offices, with demand driven by hygiene standards, urbanization, and population growth.
- Household
By Distribution Channel:
- Supermarkets & Hypermarkets: Largest distribution channel segment with 45.0% share, favored for wide availability and consumer preference for bulk buying and one-stop shopping.
- Convenience Stores
- Online Stores
- Others
Regional Insights
North America dominated the tissue paper market in 2025 with over 28.7% share. Growth is mainly driven by increased demand for sustainable and eco-friendly products, higher consumer disposable incomes, and robust commercial sectors. The region emphasizes premium quality and eco-conscious tissue products, supported by consumer awareness and expanded retail distribution channels.
Recent Developments & News
- In December 2024, Gayatrishakti Paper & Boards entered the Indian tissue paper market with the launch of the AHEAD tissue machine supplied by Toscotec.
- In May 2024, Who Gives A Crap introduced its 100% recycled fiber toilet paper at Whole Foods Market in select US retail locations.
- In June 2023, Essity introduced a product offering 50% more sheets per roll in their British toilet tissue brand Cushelle.
- In July 2022, Sainsbury's launched a double-length toilet roll line using 30% less plastic, aligning with sustainability goals.
Key Players
- Asia Pulp and Paper Group (APP)
- Georgia-Pacific LLC
- Kimberly-Clark Corporation
- Procter & Gamble Company
- Hengan International Group Company Limited
- CMPC S.A.
- Cascades, Inc.
- Jukebox Print Inc.
- Paper Mart Inc.
- Svenska Cellulosa AB
- Unicharm Corporation
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