Tissue Paper Market: Projected Growth and Key Trends
The global tissue paper market, valued at USD 41.7 billion in 2023, is expected to reach USD 67.5 billion by 2030, growing at a compound annual growth rate (CAGR) of 5.3%. This growth is driven by increasing consumer demand for hygiene products, particularly in the wake of the global pandemic, as well as the rising importance of sustainability and eco-friendly alternatives in the paper industry.
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Regional Developments: Key Insights from Key Global Markets
Vietnam and Thailand
In Southeast Asia, countries like Vietnam and Thailand are witnessing increased consumption of tissue paper products, especially in urban areas. With the growing middle class and a rising awareness of hygiene and sanitation, demand for high-quality tissue products is expanding.
- Key Development: In Vietnam, local tissue paper producers are partnering with international brands to increase their product offerings, while Thailand’s consumer market is seeing a rise in premium and eco-friendly tissue products.
Singapore
Singapore is leading in the adoption of sustainable tissue paper production, with many manufacturers focusing on recycling and using sustainable raw materials. The country’s affluent consumer base drives demand for premium and luxury tissue products, including those with added fragrances or skin-friendly properties.
- Key Development: Singapore has recently seen an influx of international players investing in local production facilities to cater to the growing demand for eco-friendly tissue paper products.
Japan and South Korea
Japan and South Korea are known for their advanced hygiene standards, and this is reflected in the high demand for tissue paper products. Both countries have large, mature markets for personal care and sanitary products, with an increasing trend towards sustainable and biodegradable tissue paper options.
- Key Development: Japan’s leading tissue paper manufacturers are integrating innovative technologies such as facial tissues embedded with skincare ingredients, while South Korean producers are increasingly focusing on reducing plastic packaging.
Europe
In Europe, sustainability continues to be a driving factor in the tissue paper market. Countries like Germany, the UK, and France are prioritizing environmentally friendly tissue paper products, from recycled materials to biodegradable options.
- Key Development: European consumers are demanding tissue products that are both sustainable and of high quality. As a result, manufacturers are focusing on reducing carbon footprints and investing in energy-efficient production technologies.
United States
In the U.S., the tissue paper market is dominated by large retail chains and premium brands that offer high-end tissue products. The growing trend towards sustainable and eco-friendly options is also gaining significant traction across the country.
- Key Development: The U.S. market is seeing an uptick in the popularity of bamboo-based tissue products as consumers shift towards more sustainable alternatives to traditional wood pulp-based products.
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Mergers and Acquisitions: Shaping the Tissue Paper Market
Mergers and acquisitions are playing a significant role in reshaping the competitive landscape of the global tissue paper market. Key acquisitions are enabling companies to diversify their product offerings and expand their market share.
- Procter & Gamble and Papeterie de Genval: Procter & Gamble, a leading player in the tissue paper market, has recently acquired Papeterie de Genval, a Belgium-based tissue manufacturer, to strengthen its presence in the European market and enhance its sustainability initiatives.
- Kimberly-Clark and Essity: Kimberly-Clark, a leader in tissue paper production, has expanded its global footprint by acquiring Essity’s non-woven fabrics business, which will allow the company to diversify into new product segments such as sanitary and personal care products.
- Asia Pulp & Paper and Sinar Mas Group: Asia Pulp & Paper (APP) has merged with Sinar Mas Group to streamline operations and improve its market share in Southeast Asia and beyond, with a focus on boosting its production of environmentally friendly tissue paper.
- Georgia-Pacific and Clearwater Paper: Georgia-Pacific, part of Koch Industries, has acquired Clearwater Paper to strengthen its position in the U.S. tissue paper market, particularly in the retail and away-from-home sectors.
Key Players Driving Market Innovation
Several leading companies are driving the growth and innovation in the tissue paper market by adopting sustainable practices, investing in new technologies, and expanding their product portfolios:
- Procter & Gamble (P&G): P&G continues to lead the market with its wide range of tissue products under brands such as Charmin and Bounty. The company is focused on sustainability, aiming to use 100% recycled paper in its tissue products by 2030.
- Kimberly-Clark: Known for its brands like Scott and Kleenex, Kimberly-Clark is a dominant player in the global tissue paper market. The company has ramped up its sustainability efforts, focusing on reducing its environmental impact through sustainable sourcing of raw materials and eco-friendly packaging.
- Georgia-Pacific: A leader in the U.S. tissue paper market, Georgia-Pacific continues to innovate with high-quality, eco-friendly tissue paper products under brands like Angel Soft and Quilted Northern. The company is also investing in new production technologies to reduce its carbon footprint.
- SCA (Essity): Essity, a leading Swedish manufacturer, has increased its focus on sustainable tissue products and is expanding its footprint in emerging markets. The company has been heavily involved in recycling initiatives and uses sustainable raw materials for production.
- Asia Pulp & Paper (APP): APP is a major player in the global tissue paper market, with a focus on sustainable production practices. The company is leading efforts to provide eco-friendly tissue products made from bamboo and recycled fibers.
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Market Trends: Sustainability and Technological Innovations
Sustainability and Recycling
The tissue paper market is undergoing a significant shift toward sustainability, with consumers and companies alike prioritizing products made from recycled materials or renewable resources such as bamboo. Manufacturers are increasingly adopting greener production methods, reducing energy consumption, and cutting down on water usage.
Technological Advancements
Innovations in production technologies are improving the efficiency and sustainability of tissue paper manufacturing. Companies are investing in machinery that uses less water and energy, and some are exploring alternative raw materials such as hemp and sugarcane fibers to replace traditional wood pulp.
Eco-Friendly Packaging
In response to consumer demand for more sustainable products, many tissue paper brands are switching to biodegradable or recyclable packaging materials, reducing plastic waste and improving the environmental impact of their products.
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Tissue Paper Market Segments:
by Product Type
Facial Tissue
Paper Towel
Wipes
Bath & Toilet Tissue
Wrapping Tissues
Specialty Wipes
Others
by Ply Type
1 PLY
2 PLY
3 PLY
Others
by Material
Virgin
Recycled Pulp
by Application
Household
Commercial
by Distribution Channel
Supermarkets and Hypermarkets
Convenience Stores
Online Store
Others
Tissue Paper Market Major Plyers:
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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