Tissue Paper Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

The Report Covers Tissue Paper Market Trends & Share and is Segmented by Raw Material (Bleached Softwood Kraft Pulp, Birch Hardwood Kraft Pulp, and High-Yield Pulp), Product Type (Paper Napkins, Paper Towels, Bathroom Tissues, Facial Tissues, and Specialty and Wrapping Tissue), Type (At Home and Away From Home), and Geography. The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Abovementioned Segments.

Tissue Paper Market Size & Share Analysis - Growth Trends & Forecasts (2025 - 2030)

Tissue Paper Market Size

Tissue Paper Market Summary
Study Period 2019 - 2030
Market Size (2025) USD 22.03 Billion
Market Size (2030) USD 29.04 Billion
CAGR (2025 - 2030) 5.68 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Tissue Paper Market Major Players

*Disclaimer: Major Players sorted in no particular order

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Tissue Paper Market Analysis

The Tissue Paper Market size is estimated at USD 22.03 billion in 2025, and is expected to reach USD 29.04 billion by 2030, at a CAGR of 5.68% during the forecast period (2025-2030).

  • A survey by AFRY found that global tissue consumption hit about 44 million tons in 2023, with estimates pointing toward a climb to 55 million tons by 2032. This growth is driven by increasing consumer demand for hygiene products, advancements in tissue paper manufacturing technologies, and expanding distribution networks.
  • Regional growth in the tissue paper industry varies due to factors like raw material availability, environmental considerations, income disparities, and consumer behavior. For instance, regions with abundant raw materials and favorable environmental policies tend to have more robust growth. Conversely, areas facing raw material shortages or stringent environmental regulations may experience slower growth.
  • Asia-Pacific, driven by rising disposable incomes, improving living standards, and rapid industrialization and globalization in nations like China, India, and Indonesia, is poised to experience the most significant growth during the forecast period. The region's expanding middle class and increasing urbanization contribute to higher tissue paper consumption. Government initiatives promoting sanitation and hygiene further boost the market's growth in these countries.
  • Factors such as a thriving tourism and hospitality sector, a growing global working-class population, and an increasing consumer emphasis on health and hygiene are set to propel the global tissue paper market. The tourism and hospitality industry, in particular, demands high volumes of tissue paper products, including toilet paper, facial tissues, and paper towels, to cater to the needs of travelers and guests. Moreover, the rising awareness of hygiene practices among consumers, especially in the wake of global health crises, has led to increased usage of tissue paper products in households and public spaces.
  • However, the market's reliance on the pulp industry could face challenges, especially with mounting environmental concerns like deforestation and global warming, as trees are being felled at an alarming rate. The industry's environmental footprint, including water and energy consumption during production, also raises sustainability issues. To mitigate these challenges, companies are exploring alternative raw materials, such as recycled fibers and non-wood pulp sources, and investing in eco-friendly production processes to reduce their environmental impact.

Tissue Paper Industry Overview

The tissue paper market is highly fragmented due to high demand, a large number of market players, and numerous new players entering the market to have a stronghold by developing high-quality products for various end-user applications. Some of the key players include Kimberly-Clark Corporation, Georgia Pacific LLC (Koch Industries), SCA (Svenska Cellulosa Aktiebolaget), Procter & Gamble, Clearwater Paper Corporation, Wausau Paper Corp., and Kruger Products, among others.

Tissue Paper Market Leaders

  1. Kimberly-Clark Corporation

  2. Georgia Pacific LLC

  3. SCA (Svenska Cellulosa Aktiebolaget)

  4. Procter & Gamble

  5. Kruger Products

  6. *Disclaimer: Major Players sorted in no particular order
Tissue Paper Market Concentration
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Tissue Paper Market News

  • June 2024: Georgia-Pacific, a prominent consumer product manufacturer, unveiled the reimagined ARIA brand. The centerpiece of this relaunch is 100% recycled, three-ply bath tissue, which aligns with the increasing consumer demand for sustainability while ensuring high standards of quality and softness.
  • April 2024: Georgia-Pacific announced a USD 150 million investment to upgrade a paper machine at its Wauna, Oregon mill. This initiative will convert a 1965-era machine into a state-of-the-art facility dedicated to producing paper for Angel Soft and select private-label bath tissue brands. This strategic modernization effort enhances the mill's and the company's competitive position in the market.

Tissue Paper Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.2.1 Bargaining Power of Suppliers
    • 4.2.2 Bargaining Power of Consumers
    • 4.2.3 Threat of New Entrants
    • 4.2.4 Threat of Substitutes
    • 4.2.5 Intensity of Competitive Rivalry
  • 4.3 Industry Value Chain Analysis
  • 4.4 Assessment of COVID-19 Impact on the Industry

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increased Spending on Hygiene
    • 5.1.2 Technological Developments in Manufacturing Processes
  • 5.2 Market Challenges
    • 5.2.1 Paper Production Impacts on the Environment

6. MARKET SEGMENTATION

  • 6.1 By Raw Material
    • 6.1.1 Bleached Softwood Kraft Pulp (BSK)
    • 6.1.2 Birch Hardwood Kraft Pulp (BHK)
    • 6.1.3 High Yield Pulp (HYP)
    • 6.1.4 Other Raw Materials
  • 6.2 By Product Type
    • 6.2.1 Bathroom Tissue
    • 6.2.2 Paper Napkins
    • 6.2.3 Paper Towels
    • 6.2.4 Facial Tissues
    • 6.2.5 Speciality and Wrapping Tissue
  • 6.3 By Type
    • 6.3.1 At Home
    • 6.3.2 Away from Home
  • 6.4 By Geography
    • 6.4.1 North America
    • 6.4.2 Europe
    • 6.4.3 Asia-Pacific
    • 6.4.4 Latin America
    • 6.4.5 Middle East and Africa

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 Clearwater Paper Corporation
    • 7.1.2 Kruger Products
    • 7.1.3 Sofidel Group
    • 7.1.4 Wausau Paper Corporation
    • 7.1.5 Cascades Tissue Group Inc.
    • 7.1.6 Procter & Gamble
    • 7.1.7 Asia Pulp and Paper (APP)
    • 7.1.8 SCA (Svenska Cellulosa Aktiebolaget)
    • 7.1.9 Georgia Pacific LLC
    • 7.1.10 Kimberly-Clark Corporation
    • 7.1.11 Essity
  • *List Not Exhaustive

8. INVESTMENT ANALYSIS

9. FUTURE OF THE MARKET

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Tissue Paper Industry Segmentation

Tissue paper is a lightweight paper product typically made from recycled paper pulp. It is commonly used for wrapping, packaging, cleaning, and as a disposable hygienic product. The demand for tissue paper is driven by several factors, such as population growth, urbanization, improved living standards, health and hygiene awareness, and e-commerce growth, among others. These factors collectively contribute to the consistent and growing demand for tissue paper globally.

The study aims to analyze and understand the tissue paper market's current growth, opportunities, and challenges. The scope of market analysis is segmented by raw material (bleached softwood kraft pulp (BSK), birch hardwood kraft pulp (BHK), high yield pulp (HYP) and other raw materials), product type (bathroom tissue, paper napkins, paper towels, facial tissues, specialty and wrapping tissue), type (at home and away from home) and geography (North America, Europe, Asia-Pacific, Latin America, and Middle East and Africa). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.

By Raw Material Bleached Softwood Kraft Pulp (BSK)
Birch Hardwood Kraft Pulp (BHK)
High Yield Pulp (HYP)
Other Raw Materials
By Product Type Bathroom Tissue
Paper Napkins
Paper Towels
Facial Tissues
Speciality and Wrapping Tissue
By Type At Home
Away from Home
By Geography North America
Europe
Asia-Pacific
Latin America
Middle East and Africa
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Tissue Paper Market Research Faqs

How big is the Tissue Paper Market?

The Tissue Paper Market size is expected to reach USD 22.03 billion in 2025 and grow at a CAGR of 5.68% to reach USD 29.04 billion by 2030.

What is the current Tissue Paper Market size?

In 2025, the Tissue Paper Market size is expected to reach USD 22.03 billion.

Who are the key players in Tissue Paper Market?

Kimberly-Clark Corporation, Georgia Pacific LLC, SCA (Svenska Cellulosa Aktiebolaget), Procter & Gamble and Kruger Products are the major companies operating in the Tissue Paper Market.

Which is the fastest growing region in Tissue Paper Market?

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).

Which region has the biggest share in Tissue Paper Market?

In 2025, the North America accounts for the largest market share in Tissue Paper Market.

What years does this Tissue Paper Market cover, and what was the market size in 2024?

In 2024, the Tissue Paper Market size was estimated at USD 20.78 billion. The report covers the Tissue Paper Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Tissue Paper Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Tissue Paper Industry Report

The Global Tissue Paper Market is experiencing significant growth, driven by an increased awareness of hygiene in both residential and commercial sectors. This demand extends across various products such as toilet paper, facial tissues, and wipes, with a noticeable shift towards eco-friendly options. Manufacturers are innovating in tissue paper manufacturing to meet the needs of eco-conscious consumers, offering products with enhanced germ protection, softness, and absorption.

The market's expansion is also supported by rising disposable incomes and public health initiatives. Despite challenges related to environmental concerns over deforestation and sustainability, the toilet paper segment remains essential due to its daily necessity. Advancements in manufacturing technology and sustainable practices are expected to continue driving the evolution of the tissue paper industry.

For a comprehensive understanding, Mordor Intelligence™ provides detailed market analysis, including market size, industry analysis, and market share. The report covers global market trends, industry statistics, and market value, offering insights into market growth and industry trends. Download a free report pdf sample for more information.

The tissue paper market is characterized by its market segmentation, with a focus on both at-home and away-from-home uses. The report example includes market data, market forecast, and market outlook, highlighting market leaders and industry sales. Industry reports and industry research offer a thorough industry outlook, while market review and market predictions provide a clear market overview.

Research companies are continuously contributing to industry information, ensuring that the market remains well-informed about the latest developments. The growth rate of the tissue paper market is expected to remain robust, driven by ongoing innovations and a strong emphasis on sustainability.

Tissue Paper Market Report Snapshots