Tissue & Hygiene Paper - Worldwide

  • Worldwide
  • The revenue generated in the Tissue & Hygiene Paper market worldwide is projected to reach €321.50bn in 2024.
  • It is anticipated that the market will experience an annual growth rate of 5.32% (CAGR 2024-2028).
  • Among the various segments in the market, Toilet Paper holds the largest market volume, amounting to €104.00bn in 2024.
  • When comparing revenues on a global scale, in China emerges as the top revenue generator, with an estimated revenue of €64bn in 2024.
  • This translates to a per person revenue of €41.49 in 2024 when considering the total population figures.
  • Furthermore, online sales are forecasted to contribute 3.4% of the total revenue in the Tissue & Hygiene Paper market by 2024.
  • Looking ahead to 2028, the market volume is expected to reach 118.0bn kg.
  • In terms of volume growth, the Tissue & Hygiene Paper market is expected to exhibit a growth rate of 0.0% in 2025.
  • Additionally, the average volume per person in the market is projected to be 45.4kg in 2024.
  • 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.

Key regions: Worldwide, United States, Australia, India, Vietnam

Comparación de regiones

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.


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.


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.

Visión general

  • Revenue
  • Volume
  • Price
  • Analyst Opinion
  • Sales Channels
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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