Tissue Paper Market Set to Reach USD 11.15 Billion by 2032 at 6.15% CAGR

Tissue Paper Market Overview

The Tissue Paper Market was valued at approximately USD 6.92 billion in 2024 and is projected to grow to USD 11.15 billion by 2032, at a CAGR of 6.15% from 2025-2032.

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United States

United States Growth
North America was home to ~29% of global market share (~USD 77.4 billion total market in 2024), with the U.S. market alone projected to reach USD 37.4 billion by 2032 .

United States Opportunity
Demand for biodegradable and recycled-tissue products is accelerating, particularly in Canada and the U.S..

United States Trends
Sustainable and eco-friendly tissue products are gaining traction, alongside innovative packaging and premium product lines.

United States Consolidation
Kimberly‐Clark is finalizing a multi-billion-dollar JV with Suzano to spin off its international tissue business (51% Suzano, 49% Kimberly‐Clark), expected to close by mid‐2026 .

United States Updation
Sofidel continues U.S. expansion, operating multiple mills including its Circleville, Ohio facility, following its acquisition of Hakle in Germany .

Asia Pacific

Asia Pacific Growth
The region holds over 32% of global share in 2024 and is the fastest-growing, with the tissue paper market expected to expand from USD 7.85 billion in 2024 to USD 11.06 billion by 2034 (~3.5-6.9% CAGR).

Asia‐Pacific Opportunity
Rapid urbanization, rising disposable income, and sophisticated retail infrastructure (hypermarkets, e-commerce) fuel demand.

Asia‐Pacific Trends
Consumers are shifting towards premium wipes and facial tissues; hygiene awareness remains strong post-pandemic.

Asia‐Pacific Consolidation
Vinda, now part of Royal Golden Eagle, is expanding its R&D and regional hub; Essity and Sofidel are making key acquisitions to bolster market share .

Asia‐Pacific Updation
Regional leaders are investing in innovation, including bio-based tissue and biodegradable wipes to address environmental concerns.

Europe

Europe Growth
Europe represents ~25-30% of the global market, projected to grow steadily with emphasis on sustainability.

Europe Opportunity
Strict environmental regulations (e.g. EU Circular Economy) drive adoption of recycled and compostable tissue products.

Europe Trends
Companies are launching premium, embellished, and specialty tissue lines for hospitality and retail sectors.

Europe Consolidation
Sofidel acquired Germany's Hakle and joined WWF Climate Savers; Essity continues expanding through acquisitions, including Georgia-Pacific's European tissue business .

Europe Updation
European manufacturers invest in sustainable production, including FSC certification and bio-based innovations.

Middle East & Africa (MEA)

MEA Growth
MEA is emerging as a growth hotspot, forecast to grow strongly thanks to rising hygiene awareness and infrastructure development .

MEA Opportunity
Hotels, restaurants, and emerging economies (UAE, Saudi, Egypt) are fueling demand for high-quality tissue supplies.

MEA Trends
Commercial and away-from-home applications are expanding; premium and sustainable goods are entering the market .

MEA Consolidation
Global suppliers are forming distribution partnerships to penetrate regional markets; some local mills are being established.

MEA Updation
Investments underway in mills and distribution capabilities aiming for reduced import dependence.

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Global M&A & Key Developments

Kimberly‐Clark: Spinning off international tissue unit in 51/49 JV with Suzano (~USD 3.4B), closing mid‐2026.
Sofidel: Expanded U.S. presence (Ohio plant), acquired Hakle brand in Germany; strong sustainability push.
Vinda: Acquired by Royal Golden Eagle, expanding innovation hub and SEA footprint.
Industry-wide emphasis on greener tissue: recycled, bio-based, compostable, and premium value-added products .

Tissue Paper Market Segmentation:

by Product Type

Facial Tissue
Paper Towel
Wipes
Bath & Toilet Tissue
Wrapping Tissues
Specialty Wipes
Others

Face tissue, paper towels, wipes, bath & toilet, wrapping tissues, and speciality wipes are the product types that make up the tissue paper market. The Bath & Toilet category led the market in 2024 because cotton towels and napkins are widely used for sanitary bathroom uses. Due to their ability to absorb bath water, cotton towels make up a sizable share of the market.

by Ply Type

1 PLY
2 PLY
3 PLY
Others

by Material

Virgin
Recycled Pulp

by Application

Household
Commercial

The tissue paper market is divided into two segments based on application: domestic and commercial. Due to the extensive usage of tissues for foodservice and table cleaning in hotels and restaurants, the commercial segment is anticipated to hold the bulk of the market over the projection period. Additionally, as more corporate sector housing facilities are built, there is a greater need for face wrappers and napkins, which are used by customers and cooks in office canteens to dry their hands.

by Distribution Channel

Supermarkets and Hypermarkets
Convenience Stores
Online Store
Others

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Tissue Paper Market Major Players:

1. Svenska Cellulose AB
2. WEPA Group
3. Unicharm Corporation
4. The Procter & Gamble Company
5. CMPC Tissue SA
6. Hengan Group
7. Sofidel Group
8. Kimberley-Clark
9. Cascades Tissue Group
10. Kruger Inc.
11. Asian Pulp & Paper
12. Essity AB
13. Georgia Pacific LLC
14. Von Drehle Corporation
15. First Quality Tissue LLC

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