July 25, 2024
Tissue Paper Market

Tissue Paper Market: Growing Demand for Hygienic and Eco-friendly Products Drives Market Growth

The global Tissue Paper Market is estimated to be valued at US$79.0 Billion In 2022 and is expected to exhibit a CAGR of 6.80% over the forecast period 2023-2030, according to a new report published by Coherent Market Insights.

Market Overview:
Tissue paper refers to a lightweight paper product that is widely used for personal hygiene purposes, such as facial tissue, toilet paper, napkins, and kitchen towels. It offers various advantages such as convenience, disposability, and hygiene, which have driven its demand across the globe. The growing concern for personal hygiene, coupled with increasing disposable income, is fueling the market growth. Additionally, the rising awareness about the environmental hazards associated with plastics has led to a shift towards eco-friendly alternatives, further boosting the demand for tissue paper products.

Market Key Trends:
The key trend in the Tissue Paper Market is the increasing adoption of sustainable manufacturing practices. With the growing focus on environmental sustainability, companies in the tissue paper industry are investing in eco-friendly production techniques. This includes the use of recycled paper, reducing water and energy consumption, and minimizing waste generation. Moreover, manufacturers are also focusing on improving the strength and absorbency of tissue paper products, enhancing their overall quality. These trends are driven by the rising consumer demand for environmentally responsible and high-quality tissue paper products.
Porter’s Analysis

Threat of new entrants:
The threat of new entrants in the tissue paper market is low. The market is dominated by established players who have a strong foothold and brand recognition. Additionally, the tissue paper industry requires significant capital investment for manufacturing facilities and distribution networks, making it difficult for new players to enter the market.

Bargaining power of buyers:
Buyers in the tissue paper market have moderate bargaining power. There are several tissue paper manufacturers competing in the market, giving buyers the option to choose from a wide range of products. However, the tissue paper industry is characterized by brand loyalty, and buyers may be willing to pay a premium for trusted brands.

Bargaining power of suppliers:
Suppliers in the tissue paper market have moderate bargaining power. The industry relies on the supply of raw materials such as pulp and recycled paper. While there are multiple suppliers available, the cost and availability of these raw materials can impact the overall profitability of tissue paper manufacturers.

Threat of new substitutes:
The threat of new substitutes in the tissue paper market is low. Tissue paper is a widely used product with no significant alternatives. While there may be niche products like hand dryers or bidets that offer alternatives to traditional tissue paper usage, they are not likely to replace the widespread use of tissue paper.

Competitive rivalry:
The competitive rivalry in the tissue paper market is high. The industry is highly fragmented, with numerous players competing for market share. Major players in the market engage in aggressive marketing strategies and product innovation to gain a competitive edge. Additionally, price competition is also prevalent in the market.

Key Takeaways

The global tissue paper market is expected to witness high growth, exhibiting a CAGR of 6.80% over the forecast period. This growth can be attributed to increasing hygiene awareness among consumers, especially in emerging markets. Factors such as population growth, rising disposable incomes, and changing lifestyles are driving the demand for tissue paper products.

Regional analysis shows that Asia Pacific is the fastest-growing and dominating region in the tissue paper market. This can be attributed to the growing population, urbanization, and increasing adoption of Western hygiene practices in countries like China and India. Additionally, the presence of key players in the region further contributes to its dominance in the market.

Key players operating in the tissue paper market include Kimberly-Clark Corporation, Essity AB, Georgia-Pacific LLC, Asia Pulp and Paper Group, Procter & Gamble Co., Sofidel Group, CMPC Tissue S.A., WEPA Hygieneprodukte GmbH, Metsä Group, and Cascades Inc. These players compete on factors such as product quality, brand recognition, and distribution networks to gain a competitive advantage in the market.

In conclusion, the tissue paper market is poised for significant growth, driven by factors such as increasing hygiene awareness and changing consumer lifestyles. As key players continue to innovate and expand their presence in emerging markets, the tissue paper industry is expected to thrive in the coming years.


  1. Source: Coherent Market Insights, Public sources, Desk research
  2. We have leveraged AI tools to mine information and compile it