Vietnam Household Paper Market, Opportunity, Growth Drivers, Industry Trend Analysis and Forecast, 2025-2034

Vietnam Household Paper Market was valued at USD 539.8 million in 2024 and is estimated to grow at a CAGR of 6.3% to reach USD 990.5 million by 2034.

The strong growth is driven by rising hygiene awareness, rapid urbanization, the premiumization of tissue products, and increasing consumer preference for eco-friendly and sustainable materials. Vietnam’s expanding middle class and modern retail penetration have significantly increased the consumption of household paper products, especially in urban centers. The market is also benefiting from improvements in production technologies, higher-quality tissue manufacturing, and the widespread availability of branded products through supermarkets, convenience stores, and e-commerce platforms.

Toilet paper remains the dominant category and the largest contributor to market revenues, owing to its essential everyday use across all income segments. Consumers are increasingly gravitating toward soft, multi-ply, and premium toilet paper offerings, further expanding the segment’s value share. The shift toward premiumization, combined with an uptick in demand for sustainable options such as recycled and bamboo-based tissue products, is reshaping consumer purchasing behavior. Meanwhile, convenience-driven categories such as wet wipes are witnessing rising adoption as busy lifestyles and heightened hygiene concerns push consumers toward quick-cleaning, on-the-go solutions.

The wet wipes segment generated USD 105.9 million in 2024, driven by the growing popularity of personal care wipes, baby wipes, and household cleaning wipes. Consumers’ preference for convenience, portability, and multi-purpose hygiene solutions continues to accelerate growth in this segment, especially in urban households with young children and dual-income families.

The virgin pulp segment will reach USD 649.9 million in 2024 owing to its ability to deliver superior product quality, strength, and softness. Tissue products made from virgin pulp offer enhanced absorbency, smoother texture, and greater durability, making them highly preferred for premium toilet paper, facial tissues, and paper towels. This segment benefits from consistent fiber quality, which ensures stable production performance and high-grade finished products.

South Vietnam Household Paper Market generated USD 99.4 million in 2024, supported by its dense population, thriving retail ecosystem, and higher purchasing power. Major cities such as Ho Chi Minh City are at the forefront of household paper consumption due to modern lifestyles, higher disposable incomes, and greater adoption of premium and eco-friendly tissue products. Retail chains and e-commerce platforms in the southern region have also played a crucial role in broadening access to branded household paper products, contributing to faster category expansion.

Prominent companies operating in the Vietnam Household Paper Market include APP Group, Eco Wipes Vietnam Corporation, Green Vietnam Paper Industry Company Limited, MYLAN Paper Company, Nano Tissue, Saigon Paper Corporation, Xuan Mai Paper Co., Ltd., Xuong Giang Paper, Nippon Paper Industries Co., Ltd., Procter & Gamble, NTPM Holdings Berhad, Kimberly-Clark Corporation, Unicharm Corporation, and Vinda International Holdings Limited. Companies in the Vietnam Household Paper Market are focusing on multiple strategic levers to strengthen their market position. A major area of investment is sustainable manufacturing, including the use of recycled pulp, bamboo fibers, and eco-friendly packaging to appeal to environmentally conscious consumers. Firms are also expanding production capacity, installing advanced tissue converting technologies, and upgrading machinery to improve softness, absorbency, and product durability. To enhance market reach, companies are strengthening distribution networks across modern trade, traditional retail, and fast-growing e-commerce platforms. Show more