Tissue & Hygiene Paper - Worldwide

  • Worldwide
  • The revenue generated in the Tissue & Hygiene Paper market worldwide is projected to reach €318.50bn in 2023.
  • It is anticipated that the market will experience an annual growth rate of 5.53% (CAGR 2023-2027).
  • Among the various segments in the market, Toilet Paper holds the largest market volume, amounting to €100.90bn in 2023.
  • When comparing revenues on a global scale, in China emerges as the top revenue generator, with an estimated revenue of €64.00bn in 2023.
  • This translates to a per person revenue of €41.46 in 2023 when considering the total population figures.
  • Furthermore, online sales are forecasted to contribute 2.8% of the total revenue in the Tissue & Hygiene Paper market by 2023.
  • Looking ahead to 2027, the market volume is expected to reach 100.80bn kg.
  • In terms of volume growth, the Tissue & Hygiene Paper market is expected to exhibit a growth rate of 3.0% in 2024.
  • Additionally, the average volume per person in the market is projected to be 11.64kg in 2023.
  • 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

Tissue and hygiene paper consumption is highly linked to a country’s human development and health standards. 73% of the world population have access to improved sanitation facilities. The better the access to improved sanitation facilities and the better the drinking water supply, the higher the consumption of tissue and hygiene paper. Accordingly, high-income countries rank at the top of the list and countries with low income and low health standards have the lowest share. The worldwide increase in access to and improvement of sanitation facilities, human development, and healthcare directly affect tissue and hygiene paper sales and corresponding forecasts. Particularly strong growth is expected in middle-income countries as the infrastructure is being further expanded.


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