Hand Towel Global Market Report 2024

The hand towel market size has grown strongly in recent years. It will grow from $3.22 billion in 2023 to $3.42 billion in 2024 at a compound annual growth rate (CAGR) of 6.3%. The growth observed during the historical period can be attributed to several key factors, including increased awareness of sanitation and hygiene, growth in the hospitality sector, the essential nature of hand towels in households, rising demand in industrial and commercial settings, and initiatives aimed at promoting eco-friendly products.

The hand towel market size is expected to see strong growth in the next few years. It will grow to $4.32 billion in 2028 at a compound annual growth rate (CAGR) of 6.0%. The anticipated growth in the forecast period can be primarily attributed to factors such as the increasing demand for customization and personalization of hand towels, ongoing innovation in material science, growing concerns about health and hygiene, the expansion of online retail and e-commerce, and changing consumer lifestyles. Notable trends expected to shape this period include the integration of smart textiles and IoT (Internet of Things) technology into hand towels, the use of sustainable and biodegradable materials, the development of designer and fashionable towel options, the incorporation of anti-microbial and anti-viral properties, and the emergence of subscription services for hand towels.

The expanding consciousness about hygiene globally stands as a pivotal driver fostering growth within the hand towel market. With hygiene being a crucial element in preventing the spread of various infectious diseases like cholera, diarrhea, Ebola, and most recently, the COVID-19, the importance of regular hand-washing, particularly during the COVID-19 pandemic, has been underscored. A 2021 survey among the French populace indicated a potential higher risk of viral infections, such as COVID-19, due to inadequate hygiene practices. This heightened awareness across nations is anticipated to significantly stimulate the hand towel market.

The primary product types of hand towels are rolled paper towels, boxed paper towels, and multifold paper towels. Multifold towels are paper hand towels that are folded into three layers in an accordion shape. Before folding, these 1-ply towels typically measure about 9.2 inches by 9.4 inches in sheet size. Hand towels are distributed through various channels, including supermarkets, hypermarkets, convenience stores, specialty stores, online platforms, and others. They find use in both residential and commercial applications.

The hand towel market research report is one of a series of new reports that provides hand towel market statistics, including hand towel industry global market size, regional shares, competitors with a hand towel market share, detailed hand towel market segments, market trends and opportunities, and any further data you may need to thrive in the hand towel industry. This hand towel market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The burgeoning trend in global tourism is poised to be a catalyst for the hand towel market's expansion. Global tourism, encompassing travel for leisure, business, and diverse purposes across national and international borders, is contributing to escalated demands for hand towels. Hospitality venues, restaurants, airlines, and tourist attractions witness a surge in demand for quality hand towels. Additionally, the vacation rental sector, spas, special events, and wellness centers are also reaping benefits from the burgeoning tourism industry, further boosting the need for hand towels. In June 2022, the World Economic Forum reported a notable 182% upsurge in international tourism during the first quarter of 2022 compared to the previous year, affirming the profound influence of global tourism in propelling the hand towel market's growth.

Within commercial settings like hotels, restaurants, and workplaces, there's a notable shift from hand towels to hand dryers, resulting in a constraint on the growth of the hand towel market. This transition is primarily steered by the growing environmental concerns related to saving trees, as hand towel production extensively requires pulp derived from trees. Studies, such as those conducted by The Slate and Climate Conservancy, underscore the environmental benefits of hand dryers, emitting substantially fewer greenhouse gases (ranging from 9 to 40 grams of carbon dioxide) compared to hand towels, which emit approximately 56 grams of carbon dioxide. Advancements in technology have led to the introduction of more eco-friendly hand dryers, like Excel Dryer's 2021 launch of the XLERATOReco, consuming only 500 watts and capable of swiftly drying hands in 10 seconds without the use of heat. Consequently, the rising popularity of hand dryers poses a significant threat to the hand towel market, potentially influencing its growth trajectory during the forecast period.

Manufacturers focusing on the production of forest-friendly paper towels are witnessing an upward trajectory. These towels, derived from a blend of bamboo and sugarcane, are considered environmentally sustainable as they are produced without the use of forest resources. Notably, Who Gives A Crap, specializing in eco-friendly, zero-waste, and plastic-free household products, offers durable 2-ply paper kitchen towels crafted from tree-free materials, providing both eco-friendliness and practicality.

In the competitive landscape of the hand towel market, major companies are actively innovating new products to secure a competitive advantage. An illustration of this is Luxome, a US-based bedding company that, in January 2022, unveiled two distinct towel collections including the Plush Performance and Spa Collections. These offerings boast cutting-edge features, incorporating patented dual-loop technology for accelerated drying and luxurious materials, particularly a composition of 60% bamboo viscose. The Plush Performance line exhibits a 30% faster drying rate compared to cotton towels, while the Spa Collection offers an opulent experience, characterized by enhanced softness and moisture-wicking properties. Both collections hold the OEKO-TEX Standard 100 certification, ensuring freedom from harmful substances.

In March 2021, Lucart S.p.A., an Italian manufacturer specializing in tissue paper and associated products, successfully completed the acquisition of Essential Supply Products Ltd. for an undisclosed sum. This strategic move is anticipated to significantly contribute to the future development of the Lucart Group. The acquisition of Essential Supply Products enhances the market position and product portfolio of Lucart Group entities. As the UK stands as the second-largest market for tissue paper goods, this strategic acquisition further solidifies Lucart's presence in Great Britain. Essential Supply Products Ltd., based in the UK, is a prominent manufacturer and supplier of disposable paper tissue products.

Major companies operating in the hand towel market include Kimberly-Clark Corporation, The Procter & Gamble Company, Svenska Cellulosa Aktiebolaget SCA, Hengan International Group Company Limited, Vinda International Holdings Limited, Asaleo Care Limited, Sofidel S.p.A., Georgia-Pacific LLC, WEPA Group, Metsä Tissue Corporation, CMPC Tissue S.A., KP Tissue Inc., Cascades Inc., Asia Pulp & Paper Group (APP), Towel Depot Inc., Springs Global US Inc., 1888 Mills LLC, J.R. United Industries Inc., Sunvim Group Co. Ltd., Aldar Tissues, EverShine Textile Co. Ltd., Wausau Paper Corp., Nine Space LLC, Santens NV, Towel Manufacturer USA, GM Exports, Dunroven House Inc., QIANXIANG Textile Co. Ltd., Behrens Group, WHR GmbH, Laguna Beach Textile Company, Dock and Bay Ltd., Koch Industries Inc., Covenant Tex Co. Ltd., Trident Limited, Vardhman Textiles Limited

Asia-Pacific was the largest region in the hand towel market in 2023. North America was the second largest region in the hand towel market. The regions covered in the hand towel market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the hand towel market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Spain, Canada

The hand towel market consists of sales cotton, lyocell, linen, and synthetic microfibers. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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