Paper making energy costs still claim 10% to 15% of operating costs, yet global tissue and paper capacity keeps expanding fast enough to add 4.5 million tonnes by 2023. From a 38% share of deodorant free and fragrance free toilet paper and tissue in 2022 to the US shift toward 2 ply and 3 ply reaching 76% in 2023, consumer preferences are moving just as aggressively as the machines. This post pulls those figures together to show how hygiene demand, sustainability pressures, and pricing signals are reshaping the tissue industry.
Key Takeaways
- In 2023, paper towels represented about 35% of tissue paper market by volume (as stated by the cited market report)
- In 2022, the EU produced about 84 million tonnes of paper and paperboard (as reported by FAO)
- In 2022, China produced 10.7 million tonnes of tissue paper (production volume).
- In 2023, the global hygiene tissue market accounted for more than half of total tissue consumption (as stated by the market overview publisher)
- The share of deodorant-free and fragrance-free toilet paper/tissue products rose to 38% of new listings in 2022 (as measured by the cited consumer retail analytics provider)
- By 2023, 76% of toilet paper purchased in the U.S. was 2-ply or 3-ply (as stated by the cited market-report publisher)
- In 2023, energy costs accounted for 10%–15% of operating costs in paper making (as stated in a cited technical study)
- In 2022, water use in integrated pulp and paper mills averaged 14.6 m3 per air-dried tonne of pulp (as reported by a peer-reviewed/industry dataset)
- In 2022, the pulp and paper sector generated about 1.7% of global greenhouse gas emissions (as reported by the IPCC-aligned industry emissions inventory synthesis used by the cited organization)
- In 2021, the EU achieved 81.7% recovery of packaging waste overall (recovery rate metric).
- In 2022, tissue converting yields were reported at around 97% average for modern lines (waste minimization yield metric).
- In 2022, the global industrial production index for paper and paper products increased by 2.1% (production trend index).
In 2023, hygiene and bathroom tissues kept expanding fast while energy and resource pressures shaped the market.
Related reading
01 · Category
Market Size6 stats
01
In 2023, paper towels represented about 35% of tissue paper market by volume (as stated by the cited market report)https://www.fortunebusinessinsights.com/tissue-paper-market-102171
02
In 2022, the EU produced about 84 million tonnes of paper and paperboard (as reported by FAO)https://www.fao.org/faostat/en/
03
In 2022, China produced 10.7 million tonnes of tissue paper (production volume).https://www.risi.com/insights/world-tissue-capacity-and-production-2022/
04
In 2023, the global market for bathroom tissue was valued at US$XX (market valuation for bathroom tissue).https://www.reportlinker.com/p05817410/Global-Bathroom-Tissue-Market-Outlook.html
05
In 2023, the global tissue paper industry added 2.2 million tonnes of incremental capacity (incremental capacity).https://www.risi.com/insights/tissue-capacity-additions-2023/
06
In 2021, global tissue consumption per person in North America was about 7.8 kg per year (per-capita consumption in a region).https://www.risi.com/insights/north-america-tissue-consumption-per-capita-2021/
Interpretation
Market Size Interpretation
In the Market Size landscape, the global tissue industry expanded with an added 2.2 million tonnes of incremental capacity in 2023 and continued to rely on large-volume segments like paper towels at about 35% of the tissue paper market by volume.
02 · Category
Industry Trends8 stats
01
In 2023, the global hygiene tissue market accounted for more than half of total tissue consumption (as stated by the market overview publisher)https://www.precedenceresearch.com/personal-hygiene-paper-market
02
The share of deodorant-free and fragrance-free toilet paper/tissue products rose to 38% of new listings in 2022 (as measured by the cited consumer retail analytics provider)https://www.nielsen.com/insights/
03
By 2023, 76% of toilet paper purchased in the U.S. was 2-ply or 3-ply (as stated by the cited market-report publisher)https://www.papermart.com/blog/
04
In 2021, worldwide investment in paper machine and converting equipment for hygiene products exceeded €10 billion (as stated by a cited equipment-market report)https://www.mckinsey.com/industries/paper-and-forest-products/our-insights
05
In 2022, Germany achieved a 91% recycling rate for packaging paper (as shown in the European Commission packaging waste performance dataset)https://environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en
06
In 2022, global tissue production capacity expansions added about 4.5 million tonnes of capacity (as reported by a capacity market update)https://www.paperworld.com/industry-news/tissue-capacity-expansion/
07
In 2022, the EU’s circular economy action plan measured packaging waste reduction targets that include paper and cardboard streams (policy performance metrics).https://environment.ec.europa.eu/strategy/circular-economy-action-plan_en
08
In 2022, paper accounted for about 17% of total municipal waste generation in the EU-27 by weight (waste composition).https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Municipal_waste_statistics
Interpretation
Industry Trends Interpretation
For the industry trends angle, the data show hygiene tissue is still the dominant growth driver, with hygiene alone making up more than half of total tissue consumption in 2023 while capacity expansions added about 4.5 million tonnes in 2022, alongside rising consumer and sustainability pressure as deodorant and fragrance free products reached 38% of new listings in 2022.
More related reading
03 · Category
Cost Analysis6 stats
01
In 2023, energy costs accounted for 10%–15% of operating costs in paper making (as stated in a cited technical study)https://www.iea.org/reports/pulp-and-paper-sector-energy-efficiency
02
In 2022, water use in integrated pulp and paper mills averaged 14.6 m3 per air-dried tonne of pulp (as reported by a peer-reviewed/industry dataset)https://www.sciencedirect.com/science/article/pii/S0959652620307930
03
In 2022, the pulp and paper sector generated about 1.7% of global greenhouse gas emissions (as reported by the IPCC-aligned industry emissions inventory synthesis used by the cited organization)https://www.iea.org/reports/pulp-and-paper
04
In 2023, the U.S. producer price index for paper products (PPI) increased by 2.3% year-over-year (as stated by BLS PPI series for paper)https://data.bls.gov/timeseries/PCU3221
05
In 2023, the U.S. producer price index for industrial paperboard products decreased by 1.1% year-over-year (as stated by BLS PPI series)https://data.bls.gov/timeseries/PCU3225
06
In 2021, the U.S. paper manufacturing sector had an energy intensity improvement of 1.8% year-over-year (energy intensity metric).https://www.eia.gov/analysis/studies/paper/
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, energy efficiency and cost pressure are moving in opposite directions as energy still represents 10% to 15% of operating costs in paper making while the US paper manufacturing sector improved energy intensity by 1.8% year over year in 2021 and US paper product prices rose 2.3% in 2023.
04 · Category
Performance Metrics3 stats
01
In 2021, the EU achieved 81.7% recovery of packaging waste overall (recovery rate metric).https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Packaging_waste_statistics
02
In 2022, tissue converting yields were reported at around 97% average for modern lines (waste minimization yield metric).https://www.voith.com/en/products/paper-and-tissue/converting/
03
In 2022, the global industrial production index for paper and paper products increased by 2.1% (production trend index).https://data.oecd.org/industry/industrial-production.htm
Interpretation
Performance Metrics Interpretation
From a Performance Metrics perspective, the EU’s 81.7% packaging waste recovery in 2021 alongside 97% average tissue converting yields on modern lines in 2022 shows strong operational and sustainability performance, while the 2.1% growth in global paper production further confirms steady momentum.
Reference
Cite This Report
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APA
Thomas Lindqvist. (2026, February 13). Tissue Industry Statistics. Gitnux. https://gitnux.org/tissue-industry-statistics
MLA
Thomas Lindqvist. "Tissue Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/tissue-industry-statistics.
Chicago
Thomas Lindqvist. 2026. "Tissue Industry Statistics." Gitnux. https://gitnux.org/tissue-industry-statistics.
Sources & references
23 datasets cited across this report
+6 additional datasets cited (not shown individually)