Tissue & Hygiene Paper - Worldwide
Worldwide- The revenue generated in the Tissue & Hygiene Paper market worldwide is projected to reach US$315.80bn in 2025.
- It is anticipated that the market will experience an annual growth rate of 3.27% (CAGR 2025-2030).
- Among the various segments in the market, Toilet Paper holds the largest market volume, amounting to US$101.45bn in 2025.
- When comparing revenues on a global scale, China emerges as the top revenue generator, with an estimated revenue of US$53bn in 2025.
- This translates to a per person revenue of US$40.42 in 2025 when considering the total population figures.
- Furthermore, online sales are forecasted to contribute 25.1% of the total revenue in the Tissue & Hygiene Paper market by 2025.
- Looking ahead to 2030, the market volume is expected to reach 144.9bn kg.
- In terms of volume growth, the Tissue & Hygiene Paper market is expected to exhibit a growth rate of 1.8% in 2026.
- Additionally, the average volume per person in the market is projected to be 16.7kg in 2025.
- Despite global competition, the tissue and hygiene paper market in China continues to thrive due to the country's large population and increasing consumer demand.
Definition:
The Tissue & Hygiene Paper market comprises a range of tissue and hygiene paper products designed for private end consumers. The market is diverse and encompasses various product categories, such as toilet paper, paper tissues, household paper, feminine hygiene, baby diapers, face masks, and incontinence. Products such as packaging paper made from tissue paper are not included in this market.
Structure:
The Tissue & Hygiene Paper market is divided into seven main sections:
Additional information:
The market comprises revenues, average revenue per capita, volume, average volume per capita, and price. Revenues are generated through both online and offline sales channels. Key players in the market include SCA, Procter & Gamble, Kimberly-Clark, Unicharm, Hengan, Sofidel, and Metsä. These companies are leaders in their respective segments and are known for their innovative products, brand reputation, and extensive distribution networks. For more information on the data displayed, use the info button right next to the boxes.
- Tissue paper (toilet paper, tissues, paper towels, kitchen rolls and napkins)
- Hygiene paper (feminine hygiene products, baby diapers and incontinence products)
- Face masks
- Packaging paper made from tissue paper and other paper products
Revenue
Notes: Data was converted from local currencies using average exchange rates of the respective year.
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Source: Statista Market Insights
Notes: The growth rates shown are based on 2022. The growth rates of the drivers in the market driver chart are calculated using USD values. Using a different currency will not affect their growth rates; however, the data might change due to conversion rates.
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Source: Statista Market Insights
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Source: Statista Market Insights
Volume
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Price
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Source: Statista Market Insights
Analyst Opinion
The Tissue and hygiene paper market witnessed exponential growth during the COVID-19 period, largely driven by a segment which in previous years accounted for a meagre 1% share- Face masks. Certain other segments such as Toilet paper also witnessed growth in volume sales, fueled by consumers stockpiling products amid pandemic related anxiety. In fact, between March-May 2020, toilet paper was amongst the most purchased item at grocery stores in the United States.
On a broader level, factors such as improved sanitation facilities, access to water supply, growing urbanization and disposable incomes are amongst the key drivers of this market. The greater access to improved sanitation facilities and drinking water, the greater the consumption of tissue and hygiene paper. As a result, high-income countries are at the top of the list, while low-income countries with poor health care have the lowest share. Middle-income countries are expected to see particularly strong growth as infrastructure is expanded.
The market is dominated by players such as Procter & Gamble, Kimberly-Clark, Unicharm Corporation, an SCA, to name a few.
Sales Channels
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Source: Statista Market Insights
Key Players
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Sources: Statista Market Insights, Statista Consumer Insights Global
Global Comparison
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Source: Statista Market Insights
Methodology
Data coverage:
The data encompasses B2C enterprises. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations such as population, consumer spending, and price level index. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, multiple forecasting techniques based on different forecasting methods, such as Autoregressive Integrated Moving Average (ARIMA) and exponential trend smoothing, can provide the most accurate forecasts.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.Consumer
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Key Market Indicators
Notes: Based on IMF, World Bank, UN and Eurostat
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Source: Statista Market Insights
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