TISSUE PAPER MARKET ANALYSIS

The global tissue paper market was pegged at 79.0 Billion tons in 2022 and is expected to exhibit a CAGR of 6.80% in terms of volume over the forecast period (2023-2030), and is expected to reach 133.7 Billion tons by 2030.

Driver:

Growing e-commerce platform:

The growing e-commerce platform due to the increasing demand for high-speed internet services is one of the key factors fuelling the growth of the global tissue paper market. Consumer can buy products from their home. According to India Brand Equity Foundation (IBEF), in recent years India has experienced a boom in internet and smartphone penetration. The number of internet connections in 2021 increased significantly to 830 million, driven by the ‘Digital India’ programme. Out of the total internet connections, ~55% of connections were in urban areas, of which 97% of connections were wireless. The overall e-commerce market is also expected to reach US$ 350 billion by 2030 and will experience 21.5% growth in 2022, reaching US$ 74.8 billion.

Increasing hygiene awareness among consumers:

Increasing hygiene awareness among consumers is driving the growth of the global tissue paper market. Tissue paper offers advantages such as the prevention of bacterial infection when used for hand drying, which reduces the risk of communicable diseases such as cold and flu, which in turn is driving demand for the tissue paper market. According to the Centers for Disease Control and Prevention (CDC), in 2023, the 2021–2022 influenza season was mild and occurred in two waves, with a higher number of hospitalizations in the second wave. During the 2021-2022 influenza season, CDC estimates that influenza was associated with 9 million illnesses, 4 million medical visits, 10,000 hospitalizations, and 5,000 deaths.

Restraint:

Increased concerns related to deforestation:

However, the raw material for all kinds of tissue paper is pulp derived from tree wood. In order to meet the increasing demand for paper, trees are cut widely, which has increased concerns related to deforestation. For instance, in April 2022, President Biden signs executive order to strengthen America’s forests, boost wildfire resilience, and combat global deforestation.

Global Tissue Paper Market- Impact of Coronavirus (Covid-19) Pandemic

COVID-19 affected people & governments all around the world. People had stockpiled various items such as food, drinks, and tissue & hygiene products. Toilet paper, particularly, is the one hygienic item that is sold the most. Supermarkets in various countries declared the virus has reached them and are running low on essential items. On the news and social media platforms, people share irrational purchasing pictures. As a result of the demand for toilet paper. Manufacturers of tissue papers and hand sanitizers are boosted production to keep up with a surge in demand prompted by COVID-19 concerns. Market demand was increased in COVID-19 and after pandemic also.

Figure 1. Global Tissue Paper Market Share (%), By Region, 2022

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North America held the largest market share in the global tissue paper market in 2022. This is attributed to growing health awareness and increasing healthcare spending, which is propelling the growth of the tissue paper market in this region. Asia Pacific is the fastest-growing region in the global tissue paper market owing to increasing demand from countries such as China and India. Furthermore, increasing the manufacturing capacity of tissue products by market players is fueling the growth of the market in this region.

Figure 2. Global Tissue Paper Market Share (%), By Product Type, 2022

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Amongst product type, the toilet tissue paper segment accounted for 35% market share in the global tissue paper market during the forecast period owing to increasing demand for toilet tissue paper across the globe followed by facial tissue/hankies, paper napkin/paper towels, kitchen and hand towel, and others.

Among distribution channel, online channels is the fastest-growing segment during the forecast period, since they allow customers to have products delivered to their doorstep. Consumers are also able to compare prices of different products on different websites and can choose from the various options. Furthermore, online channels offer options such as free shipping, home delivery, on-time delivery, easy exchange, and return in addition to discounts.

Recent Development:

On March 16, 2023 - Kimberly-Clark Kimberly-Clark Corporation is an American multinational personal care corporation that produces mostly paper-based consumer products.announced that Barron's ranked the company No. 3 on its 2023 list of the 100 Most Sustainable Companies, which recognizes outstanding environmental, social, and governance (ESG) ratings among the 1,000 largest U.S. publicly traded companies. This marks the fourth consecutive year that Kimberly-Clark has been included in the list.

On March 10, 2023 – Softex continued its social campaign in support of UNICEF Indonesia and launched the ‘Ana & The Red Wings’ short film in an effort to eliminate the stigma around the period experience and create public awareness of the importance of menstrual health access and hygiene in Eastern Indonesia.

On February 3, 2023 - Portuguese pulp and paper manufacturer The Navigator Company (Navigator) and Spain's tissue paper and products company Gomà-Camps completed the purchase and sale of Gomà-Camps' consumer tissue business. The value of the deal was not disclosed.

On November 3, 2022 - Suzano ,Papel e Celulose is a Brazilian producer of paper and pulp with a presence in over 80 countriesannounced the acquisition of Kimberly-Clark’s tissue business in Brazil for an undisclosed sum. The company informs in a shareholder filing that the core component of the business is a tissue mill located in Brazil’s São Paulo state. The site has a capacity of around 130,000 types of tissue paper.

Major Players:

Major players operating in the global tissue paper market include Kimberly-Clark Corporation, Essity AB, Georgia-Pacific LLC, Asia Pulp and Paper Group, Procter & Gamble Co., Sofidel Group, CMPC Tissue S.A., WEPA Hygieneprodukte GmbH, Metsä Group, Cascades Inc.