Tissue Towels

Global Tissue Towels Market to Reach US$58.6 Billion by 2030

The global market for Tissue Towels estimated at US$51.5 Billion in the year 2024, is expected to reach US$58.6 Billion by 2030, growing at a CAGR of 2.2% over the analysis period 2024-2030. Roll Towel, one of the segments analyzed in the report, is expected to record a 2.0% CAGR and reach US$32.1 Billion by the end of the analysis period. Growth in the Folded Towel segment is estimated at 2.6% CAGR over the analysis period.

The U.S. Market is Estimated at US$14.0 Billion While China is Forecast to Grow at 4.0% CAGR

The Tissue Towels market in the U.S. is estimated at US$14.0 Billion in the year 2024. China, the world`s second largest economy, is forecast to reach a projected market size of US$11.0 Billion by the year 2030 trailing a CAGR of 4.0% over the analysis period 2024-2030. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at a CAGR of 0.9% and 1.8% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 1.3% CAGR.

Global Tissue Towels Market – Key Trends & Drivers Summarized

Is Hygiene Awareness Reshaping Consumer Preferences?
The global tissue towels market is undergoing a significant transformation, catalyzed by a growing awareness of personal and public hygiene. With the aftermath of the COVID-19 pandemic still echoing across consumer behavior patterns, there`s been a marked pivot toward disposable hygiene products that limit cross-contamination. Tissue towels, particularly in public spaces, are increasingly preferred over air dryers due to their proven ability to reduce bacteria spread more effectively. Studies indicate that paper-based drying methods remove 77% of bacteria that remain on hands after washing, compared to only 23% by hot air dryers. This shift is further reinforced by institutional guidelines and recommendations from health organizations advocating for single-use hand-drying methods, thus boosting the demand in sectors like healthcare, food services, and hospitality.

Urbanization and improved living standards in emerging markets have also played a pivotal role. As populations in Asia-Pacific, Latin America, and Africa become more urban-centric, there is an accompanying spike in demand for convenience products such as tissue towels. Urban dwellers have shown a growing preference for hygienic, portable, and easy-to-use solutions for personal care, whether in homes, offices, or transportation hubs. Rising disposable incomes have enabled consumers in these regions to adopt premium hygiene products, often influenced by Western lifestyles. Additionally, awareness campaigns by governments and private players alike are improving sanitary habits, further embedding tissue towels into daily routines.

How Is Sustainability Changing the Game?
A major shift is underway in the production and consumption of tissue towels, with sustainability emerging as a powerful disruptor. Environmental concerns related to deforestation and carbon emissions from traditional pulp production have pressured manufacturers to explore alternative raw materials and eco-friendly processes. Brands are now investing heavily in recycled fiber, bamboo pulp, and agricultural waste-based production, which require significantly less water and energy during processing. For instance, bamboo-based tissue towels are gaining traction due to bamboo’s fast-regenerating nature and lower ecological footprint. Consumers, especially millennials and Gen Z, are actively seeking out products that align with their environmental values, prompting manufacturers to highlight biodegradable and compostable credentials on packaging.

The packaging of tissue towels itself is evolving in response to eco-consciousness. There’s an increasing preference for plastic-free, fully recyclable wraps or bulk dispensing formats that reduce individual wrapping. Furthermore, the adoption of clean-label certifications such as FSC (Forest Stewardship Council) and PEFC (Programme for the Endorsement of Forest Certification) is helping brands build consumer trust while meeting governmental environmental compliance. Sustainability has transitioned from being a niche concern to a core component of product development and corporate branding, leading even large manufacturers like Kimberly-Clark and Essity to revamp their production chains for greener output.

What Role Does Innovation Play in Modern Tissue Towels?
Innovation is rapidly redefining the tissue towels market, enabling manufacturers to differentiate in a highly competitive environment. Product innovation is evident in the development of multi-ply, ultra-soft, and high-absorbency towels designed for both luxury and utility purposes. Nanotechnology and advanced fiber engineering are being used to enhance absorbency without increasing bulk, allowing for more compact packaging and efficient use. Moreover, antimicrobial treatments and hypoallergenic formulations are gaining popularity in both household and commercial segments, catering to consumers with sensitive skin and medical institutions requiring higher sanitation standards.

On the commercial and institutional side, smart dispensing technologies are altering user interaction with tissue towels. Touchless dispensers with motion sensors not only improve hygiene but also regulate usage, thereby reducing waste. These systems are increasingly being integrated with IoT capabilities for inventory management and usage analytics, particularly in high-traffic areas like airports, malls, and hospitals. This confluence of digital technology with traditional tissue products is streamlining supply chains and enhancing customer experiences while also reinforcing sustainability goals through reduced overuse and efficient replenishment cycles. Innovation is thus no longer limited to the paper itself but extends through the entire value chain—from sourcing and production to dispensing and recycling.

The Growth in the Tissue Towels Market Is Driven by Several Factors…
…that extend beyond consumer awareness and environmental concerns, delving deep into technology integration, application diversification, and end-use expansion. The foodservice industry is a prime growth contributor, where tissue towels are indispensable for cleanliness and customer satisfaction. As fast-casual and quick-service restaurants continue to proliferate globally, especially in Asia-Pacific and the Middle East, the demand for disposable hand-drying and cleaning solutions has surged. Similarly, the hospitality industry, including hotels and resorts, has standardized the use of premium tissue towels in guest rooms and public restrooms, where aesthetics and performance play a pivotal role.

In healthcare settings, strict sanitation protocols are fostering increased reliance on disposable paper towels to maintain aseptic environments. Meanwhile, the expansion of the retail sector and the establishment of hypermarkets and convenience stores have made tissue towels more accessible, especially in developing regions. Technology-driven automation in manufacturing processes has improved efficiency, reduced costs, and enabled mass customization of products for different markets. Additionally, the rise of e-commerce and direct-to-consumer models has expanded the availability of diverse product lines, allowing niche brands to gain foothold and cater to specific user needs. All these elements, from end-use segmentation to smart production and distribution networks, are collectively propelling the market forward at a robust pace.

SCOPE OF STUDY:

The report analyzes the Tissue Towels market in terms of units by the following Segments, and Geographic Regions/Countries:

Segments:
Product Type (Roll Towel, Folded Towel, Boxed Towel); Application (Personal Care, Home Care, Healthcare, Hospitality); Distribution Channel (Supermarkets / Hypermarkets, Convenience Stores, Pharmacies / Drug Stores, Other Distribution Channels)

Geographic Regions/Countries:
World; United States; Canada; Japan; China; Europe (France; Germany; Italy; United Kingdom; Spain; Russia; and Rest of Europe); Asia-Pacific (Australia; India; South Korea; and Rest of Asia-Pacific); Latin America (Argentina; Brazil; Mexico; and Rest of Latin America); Middle East (Iran; Israel; Saudi Arabia; United Arab Emirates; and Rest of Middle East); and Africa.

Select Competitors (Total 43 Featured) -

• Asia Pulp & Paper (APP)
• Cascades Inc.
• Clearwater Paper Corporation
• C&S Paper Co., Ltd.
• Essity AB
• Fine Hygienic Holding
• Georgia-Pacific LLC
• Hengan International Group Co., Ltd.
• Irving Consumer Products Limited
• Kimberly-Clark Corporation
• Kruger Inc.
• Lucart S.p.A.
• Metsä Group
• Procter & Gamble Company
• SCA (Svenska Cellulosa Aktiebolaget)
• Seventh Generation Inc.
• SHP Group (Slovak Hygienic Paper Group)
• Sofidel Group
• Softys S.A.
• WEPA Hygieneprodukte GmbH

TARIFF IMPACT FACTOR

Our new release incorporates impact of tariffs on geographical markets as we predict a shift in competitiveness of companies based on HQ country, manufacturing base, exports and imports (finished goods and OEM). This intricate and multifaceted market reality will impact competitors by artificially increasing the COGS, reducing profitability, reconfiguring supply chains, amongst other micro and macro market dynamics.

We are diligently following expert opinions of leading Chief Economists (14,949), Think Tanks (62), Trade & Industry bodies (171) worldwide, as they assess impact and address new market realities for their ecosystems. Experts and economists from every major country are tracked for their opinions on tariffs and how they will impact their countries.

We expect this chaos to play out over the next 2-3 months and a new world order is established with more clarity. We are tracking these developments on a real time basis.

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APRIL 2025: NEGOTIATION PHASE

Our April release addresses the impact of tariffs on the overall global market and presents market adjustments by geography. Our trajectories are based on historic data and evolving market impacting factors.

JULY 2025 FINAL TARIFF RESET

Complimentary Update: Our clients will also receive a complimentary update in July after a final reset is announced between nations. The final updated version incorporates clearly defined Tariff Impact Analyses.

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