Sanitary Paper Product Market Report 2026

The sanitary paper product market size has grown strongly in recent years. It will grow from $63.32 billion in 2025 to $67.1 billion in 2026 at a compound annual growth rate (CAGR) of 6%. The growth in the historic period can be attributed to growth in population and urbanization, rising awareness of personal hygiene, expansion of commercial sanitation facilities, increasing use of disposable paper products, availability of large-scale paper manufacturing.

The sanitary paper product market size is expected to see strong growth in the next few years. It will grow to $87.09 billion in 2030 at a compound annual growth rate (CAGR) of 6.7%. The growth in the forecast period can be attributed to increasing adoption of recycled paper inputs, rising demand for premium hygiene products, expansion of healthcare and hospitality sectors, growing focus on sustainable packaging, increasing investments in automated paper converting facilities. Major trends in the forecast period include increasing demand for eco-friendly sanitary paper products, rising adoption of high-speed paper converting lines, growing focus on product softness and absorbency, expansion of hygiene product consumption, enhanced emphasis on packaging and product quality.

The expanding tourism and hospitality sectors are anticipated to drive the growth of the sanitary paper products market in the future. This industry includes a wide range of businesses and services aimed at serving travelers, tourists, and visitors. The rising number of travelers, along with changing consumer preferences for cleaner and more hygienic facilities, directly influences the demand for sanitary paper products. For example, in May 2024, data from the Office for National Statistics, a UK government department, revealed that UK residents took 6.3 million international business trips in 2023, up from 4.9 million in 2022. Thus, the growth of the tourism and hospitality industries is fueling the expansion of the sanitary paper products market.

Leading companies in the sanitary paper product manufacturing market are focusing on innovative solutions, such as recycled-fiber sanitary paper products, to address the growing demand for environmentally friendly, resource-efficient, and cost-effective hygiene solutions. Recycled-fiber sanitary paper products are made using recovered paper instead of virgin pulp, significantly reducing water and energy consumption and lowering air pollution compared with conventional tissue production. For example, in June 2024, Georgia-Pacific, a U.S.-based paper products manufacturer, relaunched ARIA bath tissue, an innovative recycled-fiber sanitary paper product. The three-ply premium toilet paper is made entirely from recycled fiber, eliminating the need for virgin pulp. It comes in fully recyclable paper packaging that replaces traditional plastic wraps, supporting curbside recycling programs. Despite its recycled composition, the tissue retains the softness, strength, and usability expected from premium toilet paper. It is septic-safe and flushable, providing the same functionality as conventional tissues while reducing environmental impact.

In May 2024, APRIL Group, a Singapore-based producer of fiber, pulp, and paper, acquired a controlling stake in Origami Cellulo Private Limited for an undisclosed amount. Through this acquisition, APRIL Group aims to enter and expand in India’s rapidly growing tissue and personal hygiene products market by leveraging Origami’s integrated tissue paper mills, converting plants, and distribution network to scale production and meet increasing demand for high-quality hygiene paper products. Origami Cellulo Private Limited is an India-based company that provides sanitary and household paper products.

Major companies operating in the sanitary paper product market are Johnson & Johnson Inc., The Procter & Gamble Company, Kimberly-Clark Corporation, Essity AB, Georgia-Pacific LLC, Oji Holdings Corporation, Hengan International Group Company Limited, ONTEX France SA, Vinda International Holdings Limited, Svenska Cellulosa Aktiebolaget SCA, Sofidel Group, Clearwater Paper Corporation, Cascades Tissue Group, Kruger Inc., C&S Paper Co. Ltd., Lucart Group, Sinar Mas, Metsä Group, Hoffmaster Group, Wausau Paper Corp., WEPA Hygieneprodukte GmbH, Seventh Generation Inc., Orchids Paper Products Company, Solaris Paper, Hayat Holding, Irving Group Moncton.

Asia-Pacific was the largest region in the sanitary paper product market in 2025. North America was the second largest region in the global sanitary paper product market share. The regions covered in the sanitary paper product market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the sanitary paper product market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The sanitary paper product market consists of sales of fluff pulp, adhesives, superabsorbent and release paper. 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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