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Tissue Towel Market by Product Type (Rolled Tissue Towels, Folded Paper Towels, Napkins and Luxury Towels, Boxed Tissue Towels), End Use (Residential and Commercial), Distribution Channel (Wholesalers/Distributors, Hypermarket/Supermarket, Specialty Stores, Independent Convenience Stores, Online Retailers, and Others) & Region - Forecast to 2022-2032

Tissue Towel Market by Product Type (Rolled Tissue Towels, Folded Paper Towels, Napkins and Luxury Towels, Boxed Tissue Towels), End Use (Residential and Commercial), Distribution Channel (Wholesalers/Distributors, Hypermarket/Supermarket, Specialty Stores, Independent Convenience Stores, Online Retailers, and Others) & Region - Forecast to 2022-2032

Tissue Towel Market - Analysis, Outlook, Growth, Trends, Forecasts


As per newly released data by Future Market Insights (FMI), the Tissue Towel market is estimated at US$ 25 Bn in 2022 and is projected to reach US$ 34 Bn by 2032, at a CAGR of ~3% from 2022 to 2032. Share of tissue towel market in its parent market (paper and pulp industry market) is close to ~20%-25%.



Estimated Tissue Towel Market Size 2022

US$ 25 Bn

Projected Tissue Towel (2032) Market Size

US$ 34 Bn

Value CAGR (2022-2032)


Tissue Towel Market Top Players Share in 2021.


Key Points Covered in Tissue Towel Market Survey

  • Market estimates and forecast 2022-2032
  • Key drivers and restraints impacting market growth
  • Segment-wise, Country-wise, and Region-wise Analysis
  • Competition Mapping and Benchmarking
  • Brand share and Market Share Analysis
  • Key Product Innovations and Regulatory Climate
  • COVID-19 Impact on Tissue Towel Market and How to Navigate
  • Recommendation on Key Winning Strategies

2017-2021 Global Tissue Towel Market Outlook Compared to 2022-2032 Forecast

The rising trend of the high maintenance of personal hygiene and cleanliness among individuals be it at residential or commercial areas like in restaurants, lounges and cafes is fueling the tissue towel market growth. As a result, the tissue towel market is expected to witness a CAGR of 3% in terms of revenue during the forecast period.

Advanced Characteristics of Tissue Towel to Trigger Demand in Coming Years

The tissue/paper towel can dry the hands efficiently; remove bacteria effectively from hands and cause less contamination in the washroom environment. The fast-paced life is increasing the demand for processed foods and easy methodologies to maintain better personal hygiene. The introduction of wet tissue towels have further reduced the time an individual spends on cleaning the hands and they consist of a convenient packaging, which makes it easily to carry them along.

The tissue towels have higher efficiency as the material used to manufacturing are absorbent but are disposable and intended to be used only once. However, the educational marketing and e-commerce is leading to diversification of tissue towels on various basis and the growth in awareness is further increasing the demand for better products that help improve personal hygiene.

Adoption of TAD (Through Air Drying) Technology Prevails in Pursuits of Top-notch Quality

During the past few years, both premium brand and private label products needed a quality upgrade to cater to evolving customer requirements. The highest quality tissue and towel products are typically made using TAD technology. The softness and bulk of TAD ultra-bath tissue and the absorbency of TAD premium towels are unmatched. TAD technology is also employed for producing a wide range of products using feedstock ranging from virgin to all recycled.

Country-wise Insights

Industries adopting new modes of delivery in the US to boost the Demand for Tissue Towels.

Countries of North America such as the US, is expected to remain one of the key tissue towel markets, accounting for the growing food and beverage industry that rests on a steady pitch, owing to the stability in consumer spending in the region and thus, holds a share of over 75%. Moreover, the rising awareness of the role of food in health and well-being has made consumers in the region more attentive towards the ingredients used by manufacturers. The growing preferences for healthy living have made the tissue towel companies develop new portfolios. Further, this has led to the rise of the trend of acquiring smaller companies at a lower cost, which, is likely to benefit the tissue towel market in return.

Growth in Industries and the UK to grow the Distribution

The U.K. tissue towel market is expected to rise owing to the growth and development in the tourism industry in Europe. The regional government is spending heavily towards the development and maintenance of historical sites and the rise in the number of cafes, restaurants, and hotel chains is boosting the consumption rate of tissue towels after and before a meal. Moreover, strict regulations and unique culture in the country ensure individuals maintain personal hygiene, therefore, contributing towards the tissue towel market growth with a CAGR of 3%.

Will China’s Demand for Tissue Towels Continue to Grow?  

China has evolved as the fastest growing tissue towel market, supplemented by rising incomes, appreciating currency, upgraded travel facilitation, and ease of restriction on foreign travel. The rising tourism sector and a global hub of various manufacturing industries are key aspects that are escalating the demand for tissue towels in the country. The market is expected to reflect a significant growth rate of approximately 5% in the coming years.

What Strategies will the Players use to Support Tissue Towels in UAE?

The UAE tissue towel market is likely to grow the sales for tissue towels owing to the fact that the country consists of a population that believes in brands and retailers that run their business based on heavy promotions to maintain demand. Moreover, consumers make a purchase based upon their requirements, products functionality, and pricing. After comparing various products in the market, only then does a customer make a decision. Therefore, heavy promotions, constant marketing, and high brand value are some of the major factors that are highly responsible for driving the sales of tissue towels in the UAE, further registering a growth rate of 3%.

Category-wise Insights

Which product type is expected to dominate the Tissue Towel Market?

In terms of product type, rolled tissue towels contributed the maximum towards the tissue towel industry, and thus, hold a prominent share. This is because of that fact that rolled tissue towels are widely used in households, kitchens, and restaurants for a variety of purposes. Moreover, rolled tissue towels can be placed easily at any location and are easy to access. In addition, rolled tissue towels themselves are available in various textures and quality for multi-purpose use that increases the usability, therefore, has high demand and contribute majorly to the industry.

Which End Use Category holds the Maximum share in the Tissue Towel Market?

On the basis of end-use, the tissue towel has been segmented into various categories however, the commercial sector is likely to witness growth with a CAGR of over 4%. This is likely due to the fact the individuals adapt to new and better lifestyles, habits and the growing concern about health & hygiene among the consumers is further, boosting the demand for tissue towels. Moreover, the recent crisis has made personal hygiene a necessity and compulsory therefore, contributing towards the tissue towel industry.

Why are Online Retailers Preferred by Consumers?

In terms of distribution channels, online retailers are likely to register a notable growth during the forecast period with a CAGR of over 5%. Online retailers with the help of various social media platforms and e-commerce platforms intend to provide customers with a variety of tissue towels. Such platforms are beneficial for both supplier and the buyer, as supplier gets to access customer base on a huge scale, and customers get to avail various discounts through various payments methods and coupons shared by the supplier itself. Moreover, such platforms ensure estimated delivery and exchange services if the received product is unsatisfactory.

Competitive Landscape

Leading players operating in the global market are focusing on acquiring small companies, partnerships with restaurants, promotional activities, and other strategies in order to expand their business globally. Moreover, players are implementing the usage of recycled paper to manufacture tissue towels that are likely to expand the customer base and grow the market.

For instance:

  • In 2019, Cascades Inc. a leader in the recovery and manufacturing of green packaging and tissue products proudly announced the launch of the Latte Collection. Available within the Cascades PRO Select and Cascades PRO Perform collections of paper towels, toilet paper, and facial tissue, this new line is manufactured from a combination of white recycled fiber and cardboard, providing customers with a solution that delivers the same great performance as white paper products, but at a reduced cost.

Scope of Report



Forecast Period


Historical Data Available for


Market Analysis

USD Million for Value

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania, and MEA.

Key Countries Covered

US, Canada, Germany, U.K., France, Italy, Spain, Russia, China, Japan, South Korea, India, Thailand, Malaysia, Indonesia, Australia, New Zealand, GCC Countries, Turkey, Northern Africa, and South Africa.

Key Segments Covered

Product Type, End Use, Distribution Channel, and Region.

Key Companies Profiled

  • Sofidel Group
  • Kimberly-Clark
  • WEPA Hygiene Products GmbH
  • Lucart S.p.A
  • Essity AB
  • Industrie Celtex S.p.A
  • MP Hygiene
  • Industrie Cartarie Tronchetti S.p.A
  • Grigeo AB
  • SHP Group
  • Nova Tissue
  • Cominter Paper S.A.
  • Metsa Tissue
  • Georgia- Pacific LLC
  • The Procter and Gamble Company

Report Coverage

Market Forecast, Company Share Analysis, Competition Intelligence, DROT Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Customization & Pricing

Available upon Request

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Global Tissue Towel Market by Category

By Product Type:

  • Rolled Tissue Towels
    • Standard Rolls
    • Center Pull Rolls
    • Perforated Rolls
  • Folded Paper Towels
    • Center-fold
    • Multi-fold
  • Napkins and Luxury Towels
  • Boxed Tissue Towels

 By End Use:

  • Residential
  • Commercial
    • Offices
    • Restaurants
    • Hospitals and Healthcare
    • Schools and Universities
    • Hospitality
    • Industrial
    • Public Washrooms
    • Others

By Distribution Channel:

  • Wholesalers/ Distributors
  • Hypermarkets/ Supermarkets
  • Specialty Stores
  • Independent Convenience Stores
  • Online Retailers
  • Others (Department Stores)

By Region:

  • North America
  • Latin America
  • Europe
  • South Asia
  • East Asia
  • Oceania
  • Middle East & Africa

Key Questions Answered in the Report

What is the current Tissue Towel market value?

The global tissue towel market reached a valuation of US$ 25 Bn in 2022.
The global tissue towel market grew at a sluggish ~2% CAGR between 2017 and 2021.
Technology-made tissue towels that serve as a better alternative to other towels are the key trend in the market.
Leading players operating in the global tissue towel market comprise Sofidel Group, CARTIERE CARRARA S.p.A, Essity AB, and Grigeo AB among others.
The South Asia tissue towel market is projected to grow at a 5% CAGR over the forecast period.
Leading players in the global tissue towel market are estimated to account for approximately 10%-15% of the total market share.
The Latin America tissue towel market is anticipated to expand at a 4% CAGR over the forecast period.

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