While you might only grab a roll when you need one, the global tissue industry is a staggering $77.4 billion behemoth on a steady growth path, fueled by fascinating regional trends, sustainability shifts, and surprising consumer habits.
Key Takeaways
- The global tissue paper market size was valued at USD 77.4 billion in 2022 and is expected to grow at a CAGR of 4.0% from 2023 to 2030.
- In 2023, the North American tissue market generated revenue of approximately USD 25.6 billion.
- The Asia-Pacific tissue paper market is projected to register the fastest CAGR of 5.2% during 2023-2032.
- Worldwide tissue production capacity stood at 52 million tonnes in 2023.
- China produced 14.2 million tonnes of tissue paper in 2022.
- The U.S. tissue production volume reached 7.8 million tonnes in 2023.
- Global tissue consumption reached 42 million tonnes in 2023.
- U.S. per capita tissue consumption was 11.5 kg in 2023.
- China's tissue consumption volume hit 12.5 million tonnes in 2022.
- Global recycled fiber in tissue consumption was 65% in 2023.
- Europe's tissue industry recycled 78% of production fiber in 2023.
- U.S. tissue products contained 30% post-consumer recycled content on average in 2023.
- International Paper's tissue segment used 40% recycled fiber in 2023.
- Kimberly-Clark held 22% global tissue market share in 2023.
- Procter & Gamble's Charmin brand generated USD 2.8 billion in 2023.
The global tissue industry shows steady growth led by Asia-Pacific and premium segments.
Competitive Landscape
- International Paper's tissue segment used 40% recycled fiber in 2023.
- Kimberly-Clark held 22% global tissue market share in 2023.
- Procter & Gamble's Charmin brand generated USD 2.8 billion in 2023.
- Essity AB reported EUR 10.2 billion in tissue sales in 2023.
- Georgia-Pacific (Koch) tissue revenue was USD 8.5 billion in 2023.
- Sofidel Group's tissue capacity reached 2.2 million tonnes in 2023.
- Metsä Tissue held 8% European market share in 2023.
- SCA Hygiene (Essity) dominated Nordic tissue with 35% share.
- First Quality Enterprises expanded U.S. tissue capacity by 10% in 2023.
- WEPA Group produced 1.8 million tonnes tissue across Europe in 2023.
- Cascades Inc. tissue sales hit CAD 1.5 billion in 2023.
- Hengan International led China tissue with 15% market share in 2023.
- Suzano's tissue brand grew 12% in Latin America 2023.
- Domtar (Paper Excellence) U.S. tissue share was 7% in 2023.
- Lucart SpA's tissue revenue increased 9% to EUR 1.1 billion in 2023.
- Cartiera di Cordenons specialized tissue production 150,000 tonnes/year.
- Renova (Portucel) premium tissue brand sales up 18% in 2023.
- Von Drehle Corp. private label tissue leader in U.S. hospitality.
- Clearwater Paper's tissue segment revenue USD 1.9 billion 2023.
- Medline Industries expanded private label tissue production 2023.
- Absopure (private) dominated Mexican tissue with 25% share.
- Industrie Cartarie Tronchetti Italian tissue capacity 200,000 tonnes.
- Papelera del Mediterraneo Spanish tissue exporter leader.
Competitive Landscape Interpretation
Behind the impressive billions in revenue and tonnes of capacity lies a surprisingly absorbent global drama, where every flush of recycled fiber and battle for market share proves this industry is nothing to sniff at.
Consumption Patterns
- Global tissue consumption reached 42 million tonnes in 2023.
- U.S. per capita tissue consumption was 11.5 kg in 2023.
- China's tissue consumption volume hit 12.5 million tonnes in 2022.
- Europe consumed 8.2 million tonnes of tissue in 2023.
- Brazil's per capita tissue use was 9.2 kg in 2023.
- Japan's tissue consumption per capita stood at 18 kg in 2023.
- India consumed 850,000 tonnes of tissue paper in 2023.
- Germany's per capita tissue consumption was 23.5 kg in 2022.
- Mexico's tissue consumption reached 950,000 tonnes in 2023.
- South Korea consumed 1.2 million tonnes of tissue in 2023.
- Global bathroom tissue consumption was 19 million tonnes in 2023.
- Italy's tissue use per capita was 14 kg in 2023.
- Australia's per capita tissue consumption hit 12.8 kg in 2023.
- Turkey consumed 1.1 million tonnes of tissue in 2023.
- France per capita tissue use was 16.2 kg in 2023.
- Indonesia's tissue consumption grew to 1.8 million tonnes in 2023.
- U.K. tissue consumption volume was 1.45 million tonnes in 2023.
- Spain consumed 720,000 tonnes of tissue in 2023.
- Vietnam's per capita tissue use reached 5.5 kg in 2023.
- Canada's tissue consumption per capita was 22 kg in 2023.
- Poland consumed 550,000 tonnes of tissue in 2023.
- Thailand's tissue consumption was 380,000 tonnes in 2023.
- Sweden per capita tissue use was 25 kg in 2023.
- Argentina consumed 220,000 tonnes of tissue in 2023.
- South Africa's tissue consumption hit 180,000 tonnes in 2023.
- Netherlands per capita tissue consumption was 20.1 kg in 2023.
- Philippines consumed 320,000 tonnes of tissue in 2023.
Consumption Patterns Interpretation
As the world's preoccupation with personal hygiene wipes its way across the globe, Germany's surprisingly fastidious 23.5 kg per person stands in stark, tissue-softened contrast to America's middle-of-the-pack 11.5 kg, while Japan's 18 kg and Sweden's frankly impressive 25 kg suggest the true final frontier may not be space, but a truly spotless bottom.
Market Overview
- The global tissue paper market size was valued at USD 77.4 billion in 2022 and is expected to grow at a CAGR of 4.0% from 2023 to 2030.
- In 2023, the North American tissue market generated revenue of approximately USD 25.6 billion.
- The Asia-Pacific tissue paper market is projected to register the fastest CAGR of 5.2% during 2023-2032.
- Europe's tissue market volume reached 7.8 million tonnes in 2022.
- The premium tissue segment accounted for 35% of the global market share in 2023.
- Global tissue paper demand is forecasted to hit 45 million tonnes by 2028.
- The U.S. tissue market revenue stood at USD 22.1 billion in 2023.
- China's tissue paper market was valued at USD 15.2 billion in 2022.
- The global facial tissue market size is expected to reach USD 18.5 billion by 2030 at a CAGR of 4.5%.
- Latin America's tissue market grew by 3.8% in volume terms in 2023.
- The Middle East tissue market is anticipated to grow at 4.7% CAGR through 2029.
- Global tissue paper market CAGR from 2020-2027 was 3.2% post-COVID recovery.
- Japan's tissue market revenue hit JPY 1.2 trillion in 2023.
- The organic tissue paper segment is growing at 6.1% CAGR globally.
- South Korea's tissue market volume was 1.1 million tonnes in 2022.
- Global bathroom tissue market share was 45% of total tissue in 2023.
- India's tissue paper market is projected to reach USD 4.5 billion by 2028.
- Brazil's tissue market value reached BRL 12.5 billion in 2023.
- The recycled tissue paper market size was USD 12.3 billion in 2022.
- Global tissue market per capita consumption averaged 4.2 kg in 2023.
- Germany's tissue market volume was 1.85 million tonnes in 2022.
- The away-from-home tissue segment grew 2.5% globally in 2023.
- Australia's tissue market revenue was AUD 2.1 billion in 2023.
- Global tissue paper export value reached USD 15.8 billion in 2023.
- The U.K. tissue market is expected to grow at 2.8% CAGR to 2028.
- Southeast Asia tissue market volume hit 2.4 million tonnes in 2023.
- Canada's tissue market revenue was CAD 4.2 billion in 2022.
- The luxury tissue segment captured 12% market share in Europe 2023.
- Global tissue paper market digital sales channel grew 15% in 2023.
- Mexico's tissue market volume was 850,000 tonnes in 2023.
Market Overview Interpretation
While North America currently blows its nose with a $25.6 billion tissue market, the world is collectively wiping toward a future where premium comforts and Asian-Pacific growth are leading the charge, proving this is one market where demand is never going to dry up.
Production Statistics
- Worldwide tissue production capacity stood at 52 million tonnes in 2023.
- China produced 14.2 million tonnes of tissue paper in 2022.
- The U.S. tissue production volume reached 7.8 million tonnes in 2023.
- Europe’s tissue production capacity was 10.5 million tonnes in 2023.
- Brazil produced 1.9 million tonnes of tissue in 2022.
- Indonesia's tissue production hit 2.1 million tonnes in 2023.
- Global virgin pulp usage in tissue was 22 million tonnes in 2023.
- Mexico's tissue production capacity is 1.2 million tonnes annually.
- India's tissue production volume grew to 950,000 tonnes in 2023.
- Germany's tissue production was 1.75 million tonnes in 2022.
- South Korea produced 1.05 million tonnes of tissue paper in 2023.
- Turkey's tissue production reached 1.4 million tonnes in 2023.
- Japan's tissue production volume was 2.3 million tonnes in 2022.
- Poland's tissue capacity expanded to 650,000 tonnes in 2023.
- Global tissue machine installations numbered 450 in 2023.
- Sweden produced 450,000 tonnes of tissue using 100% recycled fiber.
- Argentina's tissue production was 380,000 tonnes in 2023.
- Vietnam's tissue production grew 12% to 550,000 tonnes in 2023.
- Italy's tissue production stood at 1.2 million tonnes in 2022.
- U.S. tissue mills number 120 active facilities in 2023.
- China's tissue machine count exceeded 1,200 in 2023.
- Europe's tissue production efficiency rate was 92% in 2023.
- Thailand produced 420,000 tonnes of tissue in 2023.
- Global tissue fiber consumption was 40 million tonnes in 2023.
- Finland's tissue production was 280,000 tonnes from virgin pulp.
- Colombia's tissue output reached 250,000 tonnes in 2023.
- Spain produced 750,000 tonnes of tissue paper in 2022.
- Malaysia's tissue production capacity is 800,000 tonnes/year.
- France's tissue production volume was 680,000 tonnes in 2023.
- Egypt produced 350,000 tonnes of tissue in 2023.
- U.S. per capita tissue production was 23 kg in 2023.
Production Statistics Interpretation
It seems the world is collectively preparing for a global sneeze, with China leading the charge at over 14 million tonnes while Sweden proves you can be both eco-conscious and impeccably tidy.
Sustainability Metrics
- Global recycled fiber in tissue consumption was 65% in 2023.
- Europe's tissue industry recycled 78% of production fiber in 2023.
- U.S. tissue products contained 30% post-consumer recycled content on average in 2023.
- Global tissue water usage averaged 25 liters per kg produced in 2023.
- 45% of global tissue production used FSC-certified fiber in 2023.
- China's tissue mills reduced energy use by 15% from 2018-2023.
- Brazil's tissue industry achieved 92% recycling rate for tissue waste in 2023.
- CO2 emissions from global tissue production fell 8% in 2023.
- 62% of European tissue brands used 100% recycled fiber in 2023.
- U.S. tissue manufacturers diverted 4.5 million tons from landfills in 2023.
- Global tissue packaging plastic reduction reached 20% by 2023.
- India's tissue industry increased bamboo fiber use to 25% in 2023.
- Tissue production's renewable energy share hit 35% globally in 2023.
- Mexico's tissue sector recycled 85% of water used in 2023.
- 70% of Japanese tissue used alternative fibers like bamboo in 2023.
- Global tissue deforestation impact reduced by 12% since 2020.
- Europe's tissue GHG emissions per tonne dropped to 1.2 tCO2e in 2023.
- U.S. tissue brands with eco-labels increased to 55% in 2023.
- Global tissue waste recycled rate was 58% in household consumption 2023.
- Sweden's tissue industry zero-waste mills accounted for 40% production in 2023.
- Asia-Pacific tissue virgin pulp dependency fell to 55% in 2023.
- Kimberly-Clark's tissue products used 28% recycled content globally in 2023.
- Procter & Gamble reduced tissue water footprint by 22% since 2010 to 2023.
- Essity's tissue production emitted 0.9 tCO2e per tonne in Europe 2023.
- Georgia-Pacific tissue mills achieved 50% biomass energy in 2023.
- Sofidel Group recycled 82% fiber in tissue production 2023.
Sustainability Metrics Interpretation
While Europe smugly leads the recycled fiber charge, the U.S. lags behind in content but champions landfill diversion, revealing a global tissue industry that is, much like the product itself, a layered and often contradictory patchwork of environmental progress.
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