Tissue and Hygiene Market Size, Share, Growth, And Industry Analysis By Type (Toilet Paper, Paper Towels, Napkins, Facial Tissues and Others), By Application (Retail Pharmacies, Drugstores, Supermarkets, Convenience Stores and E-commerce), Regional Insights and Forecast From 2026 To 2035

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TISSUE AND HYGIENE MARKET OVERVIEW

The global tissue and hygiene market size is anticipated to be worth USD 109.28 Billion in 2026 and is expected to reach USD 147.52 Billion by 2035 at a CAGR of 3% during the forecast from 2026 to 2035.

A form of absorbent paper used to preserve personal hygiene is hygienic tissue paper. It is often made of 100% virgin pulp and can be used for a variety of functions, including drying oneself after using the restroom, cleaning up spills or messes, and wrapping wounds. One of the primary development drivers for the global tissue and hygiene industry is rising hygiene awareness among people. Consumers are becoming more aware of the need of utilizing hygienic tissue papers, which is increasing demand for these items.

The increasing demand for hygienic tissue paper products from both at home and away from home applications is driving tissue and hygiene industry expansion. Over the projected period, facial tissues are expected to dominate the global market, followed by napkins, bathroom tissues, Kitchen & Hand Towels, and wet wipes. Among applications, at-home applications are predicted to dominate the global market throughout the projection period. Another important element driving the growth of the sanitary tissue and hygiene industry is increased disposable income. People's purchasing power has increased, allowing them to acquire high-quality and branded hygiene tissues papers, resulting in an increase in demand for these products.

KEY FINDINGS

COVID-19 IMPACT

Rising Public Awareness About Personal Cleanliness to Boost Market Growth

The global COVID-19 pandemic has been unprecedented and staggering, with the tissue and hygiene market experiencing higher-than-anticipated demand across all regions compared to pre-pandemic levels. The sudden rise in CAGR is attributable to the market's growth and demand returning to pre-pandemic levels once the pandemic is over.

Water, sanitation, and hygiene (WASH) services are critical for protecting public health during infectious disease epidemics, like the pandemic COVID-19. In low-income nations, the challenges of inaccessible WASH services combined with the pandemic COVID-19 can lead to a disastrous scenario. COVID-19 raised public awareness about the need of personal cleanliness, resulting in a visible shift in the food safety environment and, as a result, the avoidance of viral transmission and increased usage of tissues. The COVID-19 outbreak, in particular, has changed community dining culture by emphasizing proper hygienic measures such as taking individual servings of food from shared dishes and utilizing personal plates.

LATEST TRENDS

Technological Developments in Manufacturing Methods to Attract Customers

The expanding global population is also a major driver for the global tissue and hygiene market, as it increases demand for these goods in various end-use industries such as healthcare, hospitality, and food service, among others. Technological developments in manufacturing methods are also contributing to the growth of the global hygiene tissue paper market, resulting in the launch of new and creative products in the submarket that satisfy the changing wants and requirements of customers.

• According to the U.S. Environmental Protection Agency (EPA), over 67 million tons of paper and paperboard were recycled in 2021, reflecting consumer preference for eco-friendly hygiene products.

• According to the World Health Organization (WHO), 45% of healthcare facilities worldwide lacked basic hygiene services in 2022, pushing demand for tissues and hygiene products in both consumer and institutional sectors.

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TISSUE AND HYGIENE MARKET SEGMENTATION

By Type

According to type, the market can be segmented into toilet paper, paper towels, napkins, facial tissues and others. In terms of product, is the largest segment.

• Toilet Paper: Toilet paper is a staple hygiene product, known for its soft texture and absorbent properties, offering comfort and cleanliness. It is widely used in both residential and commercial settings, providing essential personal care in restrooms.

• Paper Towels: Paper towels are designed for quick absorption and efficient drying, often used in kitchens, bathrooms, and commercial environments. Their high absorbency makes them ideal for cleaning spills and maintaining hygiene in high-traffic areas.

• Napkins: Napkins are disposable paper products used primarily in dining settings for personal hygiene and cleaning during meals. Available in various sizes and qualities, they cater to both everyday use and premium settings such as restaurants or events.

• Facial Tissues: Facial tissues are soft, single-use paper products used for personal hygiene, particularly for cleaning the face or nose. Their gentle texture makes them suitable for sensitive skin, commonly found in households, offices, and healthcare facilities.

• Others: Other tissue and hygiene products include items like wet wipes, industrial towels, and personal care tissues. These products are tailored for specific needs, such as on-the-go cleaning, baby care, and hygiene maintenance in diverse settings like healthcare or travel.

By Application

Based on application, the market can be divided into retail pharmacies, drugstores, supermarkets, convenience stores and e-commerce. In terms of application, is the largest segment.

• Retail Pharmacies: Tissue and hygiene products are essential in retail pharmacies, providing customers with personal care and hygiene solutions. Products like toilet paper, facial tissues, and wet wipes cater to everyday health and wellness needs, driving consistent demand.

• Drugstores: Drugstores offer a wide range of tissue and hygiene products, targeting convenience and affordability. These products are often positioned as essential, replenishing consumer stocks of personal hygiene products in easy-to-access locations.

• Supermarkets: Supermarkets stock a comprehensive range of tissue and hygiene products, catering to a broad consumer base with varying needs. High-volume sales of products like toilet paper, paper towels, and napkins are driven by frequent repurchase cycles and essential household demand.

• Convenience Stores: Convenience stores provide consumers with immediate access to hygiene products such as tissues, napkins, and paper towels. These stores offer quick and efficient solutions for consumers seeking on-the-go purchases or emergency replenishment of essential products.

• E-commerce: The e-commerce sector for tissue and hygiene products has expanded significantly, driven by the convenience of home delivery and bulk purchasing. Online platforms offer a wide range of products, allowing customers to compare prices, access subscription services, and receive regular deliveries of everyday hygiene essentials.

DRIVING FACTORS

Segment Of At-Home Applications to Increase Sales

The segment of at-home applications led the global market, accounting for a significant proportion of all applications. One of the primary reasons boosting demand for hygienic tissue paper throughout the forecast period is the increased preference for using tissue papers at home rather than going to public restrooms or toilets. Furthermore, rising awareness of the need of personal hygiene and cleanliness is predicted to drive market growth over the next eight years. Due to strong product usage by drivers and passengers when travelling or on business trips respectively within commercial vehicles such as buses, trucks, and trains throughout numerous areas worldwide, the away from home application segment accounted for a large revenue share.

Napkin and Facial Tissues to Propel Market Growth

A napkin is a little cloth or square of cotton fabric that is used as an absorbent after eating to wipe the mouth and face. It is commonly offered in two sizes: single and double. The single napkin is typically used on its own, however the double napkin is intended to be used in conjunction with a bigger dish or bowl to hold any surplus liquid that may run over when used alone. Facial tissues are tissues that are used to clean the nose, mouth, and chin. Its primary job is to remove food particles, germs, and other pollutants from the skin's surface. Facial tissues come in a variety of types, including Facial Wipes, moist tissues, and dry tissues.

• According to United Nations data, 68% of the world’s population is projected to live in urban areas by 2050, creating higher consumption of tissue and hygiene products.

• According to India’s Ministry of Jal Shakti, the Swachh Bharat Mission has built over 110 million toilets across rural and urban areas, significantly boosting demand for hygiene products.

RESTRAINING FACTORS

Deforestation due to the Production to Impede Market Expansion

Despite the fact that tissue papers are created from both virgin pulp and recycled waste paper, the manufacturing of tissue papers from virgin pulp produces 30% more greenhouse gases than the production of tissue papers from recycled waste paper. A single roll of toilet paper is estimated to use approximately 140 liters of water. Moreover, chlorine is used to bleach the pulp to make it look white, and other chemical are added to make it soft, all of which pollutes nearby water bodies.

• According to FAO (Food and Agriculture Organization), global industrial roundwood production reached 2.3 billion cubic meters in 2021, and rising pulp costs increase the manufacturing expenses of tissues.

• According to the European Environment Agency (EEA), nearly 36% of municipal waste in Europe in 2022 was paper-based, making waste management a challenge for tissue and hygiene industries.

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TISSUE AND HYGIENE MARKET REGIONAL INSIGHTS

North America to Dominate the Market Due to Rising Consumer Awareness About Body Hygiene and Sanitization

North America is expected to hold around 30-35% of the global Tissue and Hygiene market share during 2026–2035, driven by strong demand for premium hygiene products, a growing awareness of health and sanitation, and innovations in sustainable tissue products within the U.S. and Canada. The global tissue and hygiene market share was controlled by North America. The region is predicted to experience a high CAGR over the forecast period due to rising consumer awareness about body hygiene and sanitization, which is boosting demand for hygienic tissue paper products in this region. Due to increasing urbanization and population expansion, particularly in China and India, Asia Pacific is expected to be the fastest-growing regional market, generating considerable growth prospects for industry players working in this field. Furthermore, increased disposable income is predicted to drive regional product demand over the forecast period.

KEY INDUSTRY PLAYERS

Key Players Focus on Partnerships to Gain a Competitive Advantage

Prominent market players are making collaborative efforts by partnering with other companies to stay ahead of the competition. Many companies are also investing in new product launches to expand their product portfolio. Mergers and acquisitions are also among the key strategies used by players to expand their product portfolios.

• Kimberly-Clark: According to company reports, Kimberly-Clark produces more than 25% of the world’s tissue products, supplying brands like Kleenex and Scott to 175 countries.

• Essity (from SCA): According to Essity’s sustainability disclosures, the company sells hygiene and health products to 150+ countries and recycles over 1 million tons of fiber annually to support eco-friendly tissue production.

List of Top Tissue and Hygiene Companies

• Kimberly-Clark (U.S.)
• Essity (from SCA) (Sweden)
• Procter & Gamble (U.S.)
• Georgia-Pacific (U.S.)
• Sofidel (Portugal)
• Empresas CMPC (Chile)
• Hengan International (China)

REPORT COVERAGE

This research profiles a report with extensive studies that take into description the firms that exist in the market affecting the forecasting period. With detailed studies done, it also offers a comprehensive analysis by inspecting the factors like segmentation, opportunities, industrial developments, trends, growth, size, share, restraints, etc. This analysis is subject to alteration if the key players and probable analysis of market dynamics change.