Tissue & Hygiene Paper - Eastern Asia

In 2024, the revenue in the Tissue & Hygiene Paper market in Eastern Asia amounts to US$87.36bn.
It is projected to grow annually by 5.86% from 2024 to 2029 (CAGR 2024-2029).
The largest segment in this market is Toilet Paper, with a market volume of US$29.46bn in 2024.
In comparison to other countries globally, China generates the highest revenue, reaching US$70bn in 2024.
When considering the total population figures, per person revenues of US$53.45 are expected in 2024.
Online sales are predicted to contribute 4.3% of the total revenue in the Tissue & Hygiene Paper market by 2024.
By 2029, the market volume is expected to reach 36.3bn kg.
Furthermore, a volume growth of -3.6% is anticipated in 2025.0.
Finally, the average volume per person in the Tissue & Hygiene Paper market is projected to be 19.8kg in 2024.
Japan's tissue and hygiene paper market is booming, driven by an aging population and a strong culture of cleanliness.

Definition:

The Tissue & Hygiene Paper market comprises a range of tissue and hygiene paper products designed for private end consumers. The market is diverse and encompasses various product categories, such as toilet paper, paper tissues, household paper, feminine hygiene, baby diapers, face masks, and incontinence. Products such as packaging paper made from tissue paper are not included in this market.

Structure:

The Tissue & Hygiene Paper market is divided into seven main sections:

The Toilet Paper market is the strongest market in terms of sales. It includes dry toilet paper and wet toilet paper.

The Paper Tissues market comprises paper tissues made from pulp, facial tissues, and wet wipes.

The Household Paper market covers all kinds of tissue paper which are used for household care, including paper towels, table napkins, kitchen rolls, and tablecloths.

The Feminine Hygiene market comprises all kinds of sanitary paper made from pulp, including tampons and sanitary pads.

The Baby Diapers market includes disposable diapers/nappies for infants and toddlers.

The Face Masks market comprises surgical, disposable, and cloth masks as well as respirators (N95, FFPs, KN95, etc.). Products such as face shields, oxygen masks, gas masks, and facial masks have been excluded.

The Incontinence market covers adult diapers. Other, non-tissue medical products for continence management are not included.

Additional information:

The market comprises revenues, average revenue per capita, volume, average volume per capita, and price. Revenues are generated through both online and offline sales channels. Key players in the market include SCA, Procter & Gamble, Kimberly-Clark, Unicharm, Hengan, Sofidel, and Metsä. These companies are leaders in their respective segments and are known for their innovative products, brand reputation, and extensive distribution networks. For more information on the data displayed, use the info button right next to the boxes.

Tissue paper (toilet paper, tissues, paper towels, kitchen rolls and napkins)
Hygiene paper (feminine hygiene products, baby diapers and incontinence products)
Face masks

Packaging paper made from tissue paper and other paper products

Tissue and hygiene paper consumption is highly linked to a country’s human development and health standards. 73% of the world population have access to improved sanitation facilities. The better the access to improved sanitation facilities and the better the drinking water supply, the higher the consumption of tissue and hygiene paper. Accordingly, high-income countries rank at the top of the list and countries with low income and low health standards have the lowest share. The worldwide increase in access to and improvement of sanitation facilities, human development, and healthcare directly affect tissue and hygiene paper sales and corresponding forecasts. Particularly strong growth is expected in middle-income countries as the infrastructure is being further expanded.

Data coverage:

The data encompasses B2C enterprises. Figures are based on consumer spending on Tissue & Hygiene Paper products that comprises of Toilet Paper, Paper Tissues, Household Paper, Feminine Hygiene, Baby diapers, Face masks and Incontinence segments that are produced for private end customers for both offline retail and online retail.

Modeling approach:

Market sizes are determined through a bottom-up approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, market data from independent databases and third-party sources, historical developments, current trends, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Tissue & Hygiene Paper market with projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development).

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.