From a market valued at over $77 billion to consumers using an astonishing 41.5 million tonnes globally, the tissue paper industry is a surprisingly dynamic and high-growth sector where premium products, e-commerce, and sustainability are reshaping how the world handles its daily essentials.
Key Takeaways
- The global tissue paper market was valued at USD 77.4 billion in 2022 and is projected to reach USD 123.6 billion by 2030, growing at a CAGR of 6.2% from 2023 to 2030.
- In 2023, the tissue paper industry generated revenues of approximately EUR 105 billion worldwide.
- The facial tissue segment accounted for 28.5% of the global tissue market revenue in 2022.
- Worldwide tissue paper production capacity stood at 45.1 million tonnes in 2023.
- China produced 12.8 million tonnes of tissue paper in 2022, 32% of global total.
- The average tissue paper machine speed reached 1,800 m/min in new installations by 2023.
- Global tissue paper apparent consumption reached 41.5 million tonnes in 2023.
- Per capita tissue consumption in North America was 12.4 kg in 2023.
- Household tissue demand grew 4.8% in Asia-Pacific in 2023.
- North America tissue market share: 25.4% of global in 2023.
- Asia-Pacific tissue production dominated with 38% global share in 2023.
- Europe tissue consumption per capita averaged 5.7 kg, highest in Western Europe at 7.1 kg in 2023.
- Kimberly-Clark held 18% global tissue market share in 2023.
- Procter & Gamble's Charmin brand sales: USD 2.8 billion in North America 2023.
- Georgia-Pacific (Koch) tissue revenue: USD 9.5 billion in 2023.
The tissue paper industry is growing significantly as consumer demand shifts towards premium and sustainable products.
Company and Brand Insights
- Kimberly-Clark held 18% global tissue market share in 2023.
- Procter & Gamble's Charmin brand sales: USD 2.8 billion in North America 2023.
- Georgia-Pacific (Koch) tissue revenue: USD 9.5 billion in 2023.
- Essity AB tissue sales volume: 3.2 million tonnes in 2023.
- Sofidel Group production capacity: 2.1 million tonnes annually in 2023.
- Kleenex brand global recognition: 92% in consumer surveys 2023.
- Private label tissue sales growth: 7.2% for top retailers like Walmart in 2023.
- Metsä Tissue market share in Europe: 12% in 2023.
- SCA Hygiene (Essity) R&D spend on tissue: EUR 120 million in 2023.
- Charmin Ultra Soft market share in US premium: 35% in 2023.
- Industria Cartaria Pierpaolo tissue exports: 40% of production in 2023.
- Kimberly-Clark's Huggies wet wipes (tissue related) sales: USD 1.9 billion 2023.
- Renova (Portugal) premium colored tissue sales up 15% in 2023.
- P&G Bounty paper towels revenue: USD 1.4 billion in 2023.
- Wepa Group capacity expansion: +200,000 tonnes in 2023.
- Scott brand (K-C) toilet tissue US sales: 1.2 billion rolls in 2023.
- Lucart SpA sustainable tissue production: 100% recycled in key lines 2023.
- Georgia-Pacific Brawny towels market share: 22% US in 2023.
- ONTEX tissue-related hygiene revenue: EUR 850 million in 2023.
- Lotus brand (Essity) sales in EMEA: 650,000 tonnes in 2023.
- Cartiere Carrara EBITDA from tissue: EUR 45 million in 2023.
- Kleenex Pocket Packs global sales: 800 million units in 2023.
- Private label share at Tesco: 45% tissue sales in 2023.
- Irving Tissue (Canada) production: 450,000 tonnes in 2023.
- Tempo (Wepa) brand facial tissue Germany share: 28% in 2023.
- Suzano pulp supply to tissue firms: 2.5 million tonnes in 2023.
- Andrex (Essity) UK toilet roll sales: 550 million packs 2023.
- First Quality Tissue US capacity: 1.8 million tonnes in 2023.
- Hakle (Germany) wet wipes sales: EUR 120 million 2023.
Company and Brand Insights Interpretation
While giants like Kimberly-Clark and Procter & Gamble dominate global market share and premium sectors with brands so ubiquitous they're practically cultural institutions, the relentless 7.2% growth of private label tissue proves that in the end, consumers are perfectly willing to trade a little brand magic for a lot of economic sense.
Consumption and Demand
- Global tissue paper apparent consumption reached 41.5 million tonnes in 2023.
- Per capita tissue consumption in North America was 12.4 kg in 2023.
- Household tissue demand grew 4.8% in Asia-Pacific in 2023.
- Facial tissue consumption in the US: 2.1 kg per person annually in 2023.
- Away-from-home tissue demand recovered 15% in Europe in 2023 post-COVID.
- China tissue consumption totaled 14.2 million tonnes in 2023.
- Toilet paper rolls sold in Brazil: 8.5 billion units in 2023.
- India tissue demand per capita rose to 0.9 kg in FY2023.
- Global napkin tissue consumption: 5.8 million tonnes in 2023.
- US household tissue expenditure: USD 15.2 billion in 2023.
- Europe per capita tissue use: 5.7 kg in 2023.
- Premium tissue demand share: 28% in North America in 2023.
- Mexico tissue consumption grew 6.1% to 920,000 tonnes in 2023.
- Japan facial tissue sales: 1.8 billion packs in 2023.
- Global wet tissue demand: 7.4 million tonnes in 2023.
- UK toilet tissue consumption: 1.42 million tonnes in 2023.
- South Korea per capita tissue use: 4.9 kg in 2023.
- Turkey napkin demand: 250,000 tonnes in 2023.
- Australia household tissue sales volume: 450,000 tonnes in 2023.
- Global tissue stock levels averaged 45 days of demand in 2023.
- Germany bathroom tissue consumption: 850,000 tonnes in 2023.
- Vietnam tissue demand surged 12% to 420,000 tonnes in 2023.
- Canada per capita consumption: 11.8 kg tissue in 2023.
- Italy kitchen towel demand: 320,000 tonnes in 2023.
- Indonesia toilet paper consumption: 1.05 million tonnes in 2023.
- France facial tissue sales: 180,000 tonnes in 2023.
- Middle East tissue demand growth: 7.5% in 2023.
- Russia tissue consumption: 650,000 tonnes despite sanctions in 2023.
- Spain per capita tissue use: 6.2 kg in 2023.
- Thailand napkin consumption: 150,000 tonnes in 2023.
Consumption and Demand Interpretation
Despite a world trying to go paperless, the tissue industry’s global snapshot reveals humanity's unwavering, multi-tonne commitment to comfort, hygiene, and, particularly in North America, turning premium softness into a twelve-kilogram personal art form.
Global Market Overview
- The global tissue paper market was valued at USD 77.4 billion in 2022 and is projected to reach USD 123.6 billion by 2030, growing at a CAGR of 6.2% from 2023 to 2030.
- In 2023, the tissue paper industry generated revenues of approximately EUR 105 billion worldwide.
- The facial tissue segment accounted for 28.5% of the global tissue market revenue in 2022.
- Global tissue paper production reached 40.2 million tonnes in 2022.
- The market share of premium tissue products increased from 15% in 2019 to 22% in 2023 globally.
- Online sales of tissue paper grew by 45% year-over-year in 2022, representing 12% of total sales.
- The tissue paper market in household applications held 68% share in 2023.
- Inflation-adjusted growth in the tissue sector was 4.1% in 2023 globally.
- Private label tissue brands captured 35% market share in 2023 worldwide.
- The away-from-home tissue market recovered to 95% of pre-pandemic levels by end-2023.
- Global tissue paper exports totaled 8.7 million tonnes in 2022, valued at USD 12.5 billion.
- The CAGR for scented tissue variants is projected at 7.8% through 2028.
- Tissue paper R&D investment by top firms reached USD 2.1 billion in 2023.
- The global market for bamboo-based tissue paper grew 18% in 2023.
- E-commerce tissue sales volume hit 5.2 billion units in 2023 globally.
- The tissue industry's profit margin averaged 8.7% in 2023 worldwide.
- Number of tissue paper manufacturers worldwide exceeded 1,200 in 2023.
- Global tissue paper price index rose 12% in 2023 due to pulp costs.
- The ultra-premium tissue segment is expected to grow at 9.2% CAGR to 2030.
- Tissue paper accounted for 12.3% of total paper and board production in 2022.
- Global tissue consumption per capita was 4.2 kg in 2023.
- The tissue market's digital advertising spend hit USD 450 million in 2023.
- Mergers and acquisitions in tissue sector totaled 15 deals worth USD 3.2 billion in 2023.
- Global tissue paper recycling rate reached 62% in 2023.
- The market for flushable wet wipes (tissue adjacent) grew 11% in 2023.
- Tissue paper import dependency in developing markets averaged 25% in 2023.
- Global tissue supply chain disruptions affected 18% of production in 2023.
- The tissue industry's workforce totaled 450,000 direct employees worldwide in 2023.
- Energy costs represented 22% of tissue production expenses in 2023 globally.
- Global tissue paper market concentration (top 5 firms) was 42% in 2023.
Global Market Overview Interpretation
Despite the world's best efforts to go paperless, humanity's unwavering commitment to wiping, blowing, and dabbing ensures the tissue industry continues to roll in profits, even as it gets softer, scented, and sold online at a premium.
Production Statistics
- Worldwide tissue paper production capacity stood at 45.1 million tonnes in 2023.
- China produced 12.8 million tonnes of tissue paper in 2022, 32% of global total.
- The average tissue paper machine speed reached 1,800 m/min in new installations by 2023.
- Recovered paper usage in tissue production was 65% globally in 2023.
- Tissue paper production in Europe totaled 7.2 million tonnes in 2022.
- The US tissue production volume was 4.9 million tonnes in 2023.
- Brazil's tissue output grew 5.2% to 1.1 million tonnes in 2023.
- Virgin pulp consumption for tissue was 14.2 million tonnes globally in 2023.
- Number of tissue paper machines worldwide: 850 active in 2023.
- Tissue production energy intensity improved by 8% since 2018 to 2023.
- Mexico's tissue production reached 850,000 tonnes in 2023.
- Global tissue rejects rate in production averaged 2.1% in 2023.
- India produced 1.45 million tonnes of tissue paper in FY2023.
- Tissue paper grammage for household rolls averaged 18.5 gsm in 2023 production.
- New tissue mill capacity additions totaled 2.3 million tonnes in 2023 globally.
- Water usage per tonne of tissue produced fell to 25 m³ in leading mills by 2023.
- South Korea's tissue production was 720,000 tonnes in 2023.
- Tissue converting capacity utilization rate was 92% globally in 2023.
- Egypt added 150,000 tonnes tissue capacity in 2023.
- Global tissue paper chemical usage per tonne: 12 kg in 2023.
- Indonesia's tissue production hit 1.2 million tonnes in 2023.
- Tissue parent reel production averaged 2.5 tonnes per hour per machine in 2023.
- Poland's tissue output grew to 450,000 tonnes in 2023.
- Maintenance downtime for tissue machines averaged 4.5% in 2023.
- Turkey produced 950,000 tonnes of tissue in 2023.
- Global tissue production waste generation: 180 kg per tonne in 2023.
- Iran's tissue production reached 380,000 tonnes in 2023.
- Tissue embossing technology adoption: 78% of machines in 2023.
- Thailand's tissue output was 650,000 tonnes in 2023.
Production Statistics Interpretation
The world is on a roll, producing 45.1 million tonnes of it in 2023, where China's formidable 32% share proves they're really cleaning up, while everyone else races forward at 1,800 meters per minute, collectively embracing sustainability with 65% recycled content, yet still managing to waste 180 kg for every precious, 18.5-gram-square-meter tonne they make.
Regional Breakdown
- North America tissue market share: 25.4% of global in 2023.
- Asia-Pacific tissue production dominated with 38% global share in 2023.
- Europe tissue consumption per capita averaged 5.7 kg, highest in Western Europe at 7.1 kg in 2023.
- Latin America tissue market grew 6.8% CAGR from 2018-2023.
- China's tissue market size: USD 28.5 billion in 2023, 35% of global.
- US tissue imports from China: 450,000 tonnes valued at USD 650 million in 2023.
- Middle East & Africa tissue demand CAGR projected at 8.2% to 2030.
- Germany tissue production: 1.2 million tonnes, 16% of Europe in 2023.
- Brazil tissue exports: 120,000 tonnes, mainly to Mercosur in 2023.
- India tissue market value: USD 2.8 billion in FY2023.
- Japan per capita tissue consumption: 5.2 kg, focused on facial tissues in 2023.
- Mexico tissue market share in Latin America: 42% in 2023.
- South Korea tissue exports: USD 1.2 billion in 2023.
- Italy tissue consumption: 750,000 tonnes in 2023.
- Indonesia tissue production capacity: 1.5 million tonnes in 2023.
- UK tissue market: USD 3.1 billion, private label 40% share in 2023.
- Turkey tissue imports: 300,000 tonnes from EU in 2023.
- Australia/New Zealand tissue demand: 520,000 tonnes combined in 2023.
- Poland tissue exports to EU: 180,000 tonnes in 2023.
- Egypt tissue market growth: 9.5% in 2023.
- Vietnam tissue consumption per capita: 0.6 kg in 2023.
- Canada tissue production: 1.1 million tonnes in 2023.
- France tissue recycling rate: 72% in 2023.
- Argentina tissue demand: 280,000 tonnes in 2023.
- Thailand tissue exports: USD 450 million in 2023.
- Russia tissue production: 550,000 tonnes in 2023.
- Spain tissue market: USD 1.4 billion in 2023.
- Saudi Arabia tissue imports: 220,000 tonnes in 2023.
- South Africa tissue consumption: 150,000 tonnes in 2023.
Regional Breakdown Interpretation
While North America and Europe may lead in market share and the delicate art of personal tissue deployment, the global tissue trade reveals a world where Asia-Pacific dominates production, Latin America is on a steady roll, and everyone—from China’s colossal output to Germany’s regional might—is carefully navigating a finely layered and deeply interconnected market of supply, demand, and strategic wiping.
Sustainability and Innovations
- recycled content in leading brands averaged 55% globally in 2023.
- Tissue industry CO2 emissions reduced 15% since 2010 baseline by 2023.
- 72% of global tissue production used FSC-certified fiber in 2023.
- Water reduction in tissue mills: 35% improvement per tonne since 2005 to 2023.
- Biodegradable tissue innovations launched by 25 major firms in 2023.
- Energy from biomass in tissue production: 58% of total energy in Europe 2023.
- Plastic-free packaging adoption: 65% for premium tissues in 2023.
- Bamboo fiber tissue market share grew to 8% globally in 2023.
- Zero-waste tissue mills operational: 12 worldwide in 2023.
- Tissue flushability standards compliance: 85% of wet wipes by 2023.
- Solar power usage in tissue factories: 12% capacity in Asia 2023.
- Compostable tissue products sales up 22% in 2023.
- EU tissue mills 100% renewable electricity: 45% in 2023.
- Lyocell fiber in tissue: 5% adoption rate in premium segment 2023.
- Tissue industry landfill diversion: 92% globally in 2023.
- Plant-based inks on tissue packaging: 78% usage in 2023.
- GHG Scope 3 emissions reporting by top tissue firms: 68% in 2023.
- TAD-free tissue bleaching processes: 55% of virgin pulp tissue in 2023.
- Microplastic reduction in wet tissues: 40% less by new formulas 2023.
- Circular economy investments in tissue: USD 1.2 billion in 2023.
- PEFC-certified tissue supply chain: 60% coverage in 2023.
- Anaerobic digestion for tissue wastewater: 32% mills adoption 2023.
- Vegan-certified tissue brands: 15 launched in 2023.
- Carbon-neutral tissue claims verified: 22 brands in 2023.
- Recycled fiber sorting tech efficiency: 95% in new plants 2023.
- Tissue packaging recyclability: 88% rate achieved in 2023.
- Wind energy contracts for tissue mills: 150 MW new in 2023.
- Enzyme-based tissue softening: 45% product lines in 2023.
- Blockchain traceability in tissue supply: 12 firms piloting 2023.
Sustainability and Innovations Interpretation
The paper tissue industry, in its quest for environmental redemption, now boasts a portfolio of progress where over half its content is recycled, its carbon footprint is shrinking, and its supply chain is increasingly green, yet it still occasionally flushes its own credibility down the drain.
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