May 1, 2025
IndexBox has just published a new report: World - Toilet Or Facial Tissue Stock, Towel And Similar Paper - Market Analysis, Forecast, Size, Trends and Insights.
Driven by increasing demand, the market for toilet, facial tissue, towel, and similar paper products is forecasted to grow with a CAGR of +1.4% in volume and +2.2% in value from 2024 to 2035. This growth trend is expected to continue, reflecting the ongoing demand for these essential paper products worldwide.
Market Forecast
Driven by increasing demand for toilet or facial tissue stock, towel and similar paper worldwide, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +1.4% for the period from 2024 to 2035, which is projected to bring the market volume to 80M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +2.2% for the period from 2024 to 2035, which is projected to bring the market value to $125.8B (in nominal wholesale prices) by the end of 2035.
Consumption
World's Consumption of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, the amount of toilet or facial tissue stock, towel and similar paper consumed worldwide rose modestly to 69M tons, growing by 3.5% against the previous year. The total consumption volume increased at an average annual rate of +2.2% from 2013 to 2024; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being observed in certain years. The growth pace was the most rapid in 2017 with an increase of 5.9%. Over the period under review, global consumption hit record highs at 70M tons in 2022; however, from 2023 to 2024, consumption failed to regain momentum.
The global tissue paper market revenue was estimated at $98.7B in 2024, remaining constant against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +1.6% from 2013 to 2024; the trend pattern remained consistent, with only minor fluctuations throughout the analyzed period. As a result, consumption attained the peak level of $106B. From 2023 to 2024, the growth of the global market remained at a lower figure.
Consumption By Country
The countries with the highest volumes of consumption in 2024 were China (15M tons), the United States (9.1M tons) and India (5.8M tons), together accounting for 43% of global consumption.
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the key consuming countries, was attained by India (with a CAGR of +4.7%), while consumption for the other global leaders experienced more modest paces of growth.
In value terms, the largest tissue paper markets worldwide were China ($16.9B), the United States ($13B) and Japan ($7.7B), together accounting for 38% of the global market. India, Pakistan, Nigeria, Brazil, Russia, Indonesia and Mexico lagged somewhat behind, together accounting for a further 25%.
India, with a CAGR of +5.1%, saw the highest growth rate of market size in terms of the main consuming countries over the period under review, while market for the other global leaders experienced more modest paces of growth.
The countries with the highest levels of tissue paper per capita consumption in 2024 were the United States (27 kg per person), Japan (23 kg per person) and Russia (15 kg per person).
From 2013 to 2024, the biggest increases were recorded for India (with a CAGR of +3.7%), while consumption for the other global leaders experienced more modest paces of growth.
Production
World's Production of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, approx. 69M tons of toilet or facial tissue stock, towel and similar paper were produced worldwide; increasing by 3.1% compared with 2023 figures. The total output volume increased at an average annual rate of +2.2% from 2013 to 2024; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being observed in certain years. The growth pace was the most rapid in 2017 when the production volume increased by 5.9%. Global production peaked at 70M tons in 2022; however, from 2023 to 2024, production remained at a lower figure.
In value terms, tissue paper production reduced to $97.9B in 2024 estimated in export price. The total output value increased at an average annual rate of +1.5% over the period from 2013 to 2024; the trend pattern remained relatively stable, with somewhat noticeable fluctuations in certain years. The most prominent rate of growth was recorded in 2022 with an increase of 11%. As a result, production reached the peak level of $106.3B. From 2023 to 2024, global production growth failed to regain momentum.
Production By Country
The countries with the highest volumes of production in 2024 were China (15M tons), the United States (8.9M tons) and India (5.8M tons), with a combined 43% share of global production.
From 2013 to 2024, the biggest increases were recorded for India (with a CAGR of +4.7%), while production for the other global leaders experienced more modest paces of growth.
Imports
World's Imports of Toilet or Facial Tissue Stock, Towel and Similar Paper
For the third consecutive year, the global market recorded growth in supplies from abroad of toilet or facial tissue stock, towel and similar paper, which increased by 3% to 3.5M tons in 2024. The total import volume increased at an average annual rate of +3.1% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth appeared the most rapid in 2017 with an increase of 9.1% against the previous year. Global imports peaked in 2024 and are expected to retain growth in the immediate term.
In value terms, tissue paper imports reduced slightly to $5.2B in 2024. The total import value increased at an average annual rate of +3.0% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2022 when imports increased by 35%. As a result, imports attained the peak of $5.6B. From 2023 to 2024, the growth of global imports failed to regain momentum.
Imports By Country
The United States (428K tons) and the UK (399K tons) represented roughly 23% of total imports in 2024. Poland (149K tons), Canada (141K tons), Germany (127K tons), South Korea (120K tons), Australia (112K tons), Greece (96K tons), Malaysia (94K tons) and France (94K tons) followed a long way behind the leaders.
From 2013 to 2024, the most notable rate of growth in terms of purchases, amongst the key importing countries, was attained by South Korea (with a CAGR of +14.4%), while imports for the other global leaders experienced more modest paces of growth.
In value terms, the largest tissue paper importing markets worldwide were the United States ($590M), the UK ($589M) and Germany ($243M), together accounting for 27% of global imports. Poland, Canada, France, South Korea, Greece, Australia and Malaysia lagged somewhat behind, together accounting for a further 21%.
In terms of the main importing countries, South Korea, with a CAGR of +12.6%, recorded the highest growth rate of the value of imports, over the period under review, while purchases for the other global leaders experienced more modest paces of growth.
Import Prices By Country
The average tissue paper import price stood at $1,475 per ton in 2024, which is down by -5.4% against the previous year. In general, the import price saw a relatively flat trend pattern. The growth pace was the most rapid in 2022 when the average import price increased by 26% against the previous year. As a result, import price attained the peak level of $1,639 per ton. From 2023 to 2024, the average import prices remained at a lower figure.
There were significant differences in the average prices amongst the major importing countries. In 2024, amid the top importers, the country with the highest price was Germany ($1,909 per ton), while Malaysia ($1,067 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by France (+0.9%), while the other global leaders experienced more modest paces of growth.
Exports
World's Exports of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, overseas shipments of toilet or facial tissue stock, towel and similar paper decreased by -4.3% to 3.4M tons for the first time since 2021, thus ending a two-year rising trend. The total export volume increased at an average annual rate of +2.9% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2017 when exports increased by 9% against the previous year. Over the period under review, the global exports hit record highs at 3.6M tons in 2023, and then shrank modestly in the following year.
In value terms, tissue paper exports reduced to $4.8B in 2024. The total export value increased at an average annual rate of +2.6% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The most prominent rate of growth was recorded in 2022 with an increase of 36%. As a result, the exports reached the peak of $5.3B. From 2023 to 2024, the growth of the global exports failed to regain momentum.
Exports By Country
The shipments of the five major exporters of toilet or facial tissue stock, towel and similar paper, namely Turkey, Indonesia, China, Italy and the United States, represented more than half of total export. The United Arab Emirates (106K tons), Spain (106K tons), Germany (95K tons), Mexico (91K tons) and Canada (82K tons) took a relatively small share of total exports.
From 2013 to 2024, the biggest increases were recorded for Turkey (with a CAGR of +10.0%), while shipments for the other global leaders experienced more modest paces of growth.
In value terms, the largest tissue paper supplying countries worldwide were Turkey ($616M), Italy ($448M) and China ($437M), together comprising 31% of global exports.
In terms of the main exporting countries, Turkey, with a CAGR of +10.1%, saw the highest growth rate of the value of exports, over the period under review, while shipments for the other global leaders experienced more modest paces of growth.
Export Prices By Country
In 2024, the average tissue paper export price amounted to $1,395 per ton, shrinking by -4.5% against the previous year. In general, the export price saw a relatively flat trend pattern. The growth pace was the most rapid in 2022 an increase of 26%. As a result, the export price attained the peak level of $1,559 per ton. From 2023 to 2024, the average export prices remained at a somewhat lower figure.
Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Germany ($2,332 per ton), while Indonesia ($850 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Spain (+3.1%), while the other global leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
