Tissue & Hygiene Paper - Italy

Italy

In 2024, the revenue in the Tissue & Hygiene Paper market in Italy amounts to US$5.08bn.
It is projected that the market will experience an annual growth rate of 2.40% (CAGR 2024-2029).
Among the market segments, the largest one is Toilet Paper, with a market volume of US$1.60bn in 2024.
When compared globally, in China generates the highest revenue in the Tissue & Hygiene Paper market, reaching US$70bn in 2024.
It is worth noting that, in relation to the total population, each person in Italy generates US$86.47 in revenue in 2024.
As for online sales, it is estimated that 3.6% of the total revenue in the Tissue & Hygiene Paper market will be generated through online channels by 2024.
Additionally, the market volume is expected to reach 1.2bn kg by 2029.
In terms of volume growth, the Tissue & Hygiene Paper market in Italy is expected to show an increase of 0.1% in 2025.
Lastly, the average volume per person in the market is projected to amount to 20.8kg in 2024.
Italy's tissue and hygiene paper market is experiencing a surge in demand due to the country's strong cultural emphasis on personal hygiene and cleanliness.

Key regions: Worldwide, United States, Australia, India, Vietnam

Market

Region

Region comparison

Currency

Analyst Opinion

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.

Methodology

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).