Tissue & Hygiene Paper - Worldwide

The revenue generated in the Tissue & Hygiene Paper market worldwide is projected to reach US$351.70bn in 2024.
It is anticipated that the market will experience an annual growth rate of 5.17% (CAGR 2024-2029).
Among the various segments in the market, Toilet Paper holds the largest market volume, amounting to US$113.80bn in 2024.
When comparing revenues on a global scale, China emerges as the top revenue generator, with an estimated revenue of US$70bn in 2024.
This translates to a per person revenue of US$45.38 in 2024 when considering the total population figures.
Furthermore, online sales are forecasted to contribute 3.4% of the total revenue in the Tissue & Hygiene Paper market by 2024.
Looking ahead to 2029, the market volume is expected to reach 120.3bn kg.
In terms of volume growth, the Tissue & Hygiene Paper market is expected to exhibit a growth rate of 0.0% in 2025.0.
Additionally, the average volume per person in the market is projected to be 14.1kg in 2024.
Despite global competition, the tissue and hygiene paper market in China continues to thrive due to the country's large population and increasing consumer demand.

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

The Tissue and hygiene paper market witnessed exponential growth during the COVID-19 period, largely driven by a segment which in previous years accounted for a meagre 1% share- Face masks. Certain other segments such as Toilet paper also witnessed growth in volume sales, fueled by consumers stockpiling products amid pandemic related anxiety. In fact, between March-May 2020, toilet paper was amongst the most purchased item at grocery stores in the United States.

On a broader level, factors such as improved sanitation facilities, access to water supply, growing urbanization and disposable incomes are amongst the key drivers of this market. The greater access to improved sanitation facilities and drinking water, the greater the consumption of tissue and hygiene paper. As a result, high-income countries are at the top of the list, while low-income countries with poor health care have the lowest share. Middle-income countries are expected to see particularly strong growth as infrastructure is expanded.

The market is dominated by players such as Procter & Gamble, Kimberly-Clark, Unicharm Corporation, an SCA, to name a few.

Data coverage:

The data encompasses B2C enterprises. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations such as population, consumer spending, and price level index. 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, multiple forecasting techniques based on different forecasting methods, such as Autoregressive Integrated Moving Average (ARIMA) and exponential trend smoothing, can provide the most accurate forecasts.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.

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.