Sanitary Paper Product Global Market Report 2024

The sanitary paper product market size has grown strongly in recent years. It will grow from $62.23 billion in 2023 to $66.99 billion in 2024 at a compound annual growth rate (CAGR) of 7.7%. The growth in the historic period can be ascribed to an increasing awareness of health and hygiene, population expansion and urbanization, shifts in consumer lifestyles, economic development, and concerns about the environment and sustainability.

The sanitary paper product market size is expected to see strong growth in the next few years. It will grow to $88.71 billion in 2028 at a compound annual growth rate (CAGR) of 7.3%. The anticipated growth in the forecast period can be credited to innovations and diversification in products, the prevalence of e-commerce and online retail, global health events prompting preparedness, a transition towards sustainable packaging, demographic changes, and an aging population. Noteworthy trends in the forecast period encompass enhanced packaging efficiency with reduced plastic usage, the incorporation of health and wellness messaging, the impact of global pandemics, adherence to regulatory compliance and safety standards, and the emergence of subscription models and convenient services.

The growth of the sanitary paper products market is anticipated to be driven by increased awareness of hygiene and cleanliness among the public. Government and organizational initiatives, coupled with rising incomes, have heightened the emphasis on personal hygiene, leading to increased spending on sanitary products. For example, a survey by Citron Hygiene in September 2022 revealed that, pre-pandemic, only 11% of people washed their hands for the recommended 18-20 seconds. However, during the pandemic, this number increased to 25%. The heightened awareness of hygiene and cleanliness, especially during the ongoing COVID-19 pandemic, is a significant factor propelling the growth of the sanitary paper product market.

The sanitary paper products market is expected to benefit from the growth of the tourism and hospitality industries. This sector, catering to travelers and tourists, directly influences the consumption of sanitary paper products due to changing consumer preferences for cleaner and more hygienic facilities. In 2021, global tourism experienced a 4% upturn compared to the previous year, with Europe and the Americas recording the strongest results. The increasing number of travelers and the demand for enhanced hygiene standards contribute to the growth of the sanitary paper products market.

The market faces challenges from prominent substitutes that serve as alternatives to paper, such as cotton, polyester, polypropylene, and others. Products such as cloth kitchen towels, wet wipes, sanitary pads, tampons, and diapers made with alternative materials are gaining popularity due to environmental concerns and ease of use. The threat of these substitutes poses a potential hindrance to the growth of the sanitary paper products market. According to Statista, in 2021, 16.31 million Americans used pre-moist wipes/cloths 31 times or more within a week, indicating the widespread adoption of substitutes and the need for the sanitary paper product market to address such challenges during the forecast period.

The trend of paper recycling is anticipated to play a crucial role in the manufacturing of sanitary paper products. Environmental concerns, including deforestation and waste increase, have led to a growing emphasis on recycling in the paper industry. Recycled tissues exhibit significant environmental benefits, requiring 50% less water, 64% less energy, and contributing to 74% less air pollution. This not only reduces costs for companies but also aligns with environmental sustainability goals. For instance, in December 2022, Huhtamaki, a Finland-based consumer packaging company, introduced ICON packaging, a recyclable ice cream packaging solution in the US. Comprising 95% renewable biobased material, this innovative packaging allows recycling in areas with paper product recycling programs, promoting environmental sustainability by enabling the recycling of ice cream cartons alongside other paper goods.

Major companies in the sanitary paper products market are increasingly focusing on innovative and sustainable solutions to enhance their market position and revenues. Sustainable solutions involve the use of alternative materials and manufacturing processes to reduce the environmental impact of sanitary paper products. In November 2022, WEPA Group, a Germany-based hygiene paper manufacturer, introduced GreenGrow, an innovative hygiene paper under the BlackSatino brand. This product is based on miscanthus, one of the world's most sustainable fresh fibers, aligning with WEPA's sustainability strategy. With a goal to achieve a 60% proportion of recycled or alternative fresh fibers in their raw material portfolio by 2030, WEPA aims to reduce its environmental impact by 25%.

In July 2021, Essity AB, a Sweden-based global hygiene and health company, completed the acquisition of Asaleo Care for an undisclosed amount. This strategic move is expected to drive profitable growth in Australia, New Zealand, and the Pacific region, solidifying Essity's position as a leading global provider of health and hygiene products. Asaleo Care Ltd., based in Australia, is known for manufacturing consumer tissues, paper tissues, and toilet paper, contributing to Essity's expanded market presence.

Major companies operating in the sanitary paper product market report 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, First Management Limited, AHP Servicing LLC, Albany International Corporation, Gulf Paper Manufacturing Company, Little Rapids Corporation, Nova Tissue Company Ltd., Von Drehle Corporation, Hayat Holding, Irving Group Moncton. Asia-Pacific was the largest region in the sanitary paper product market in 2023. 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, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The primary types of sanitary paper products include tissues and handkerchiefs, table napkins, toilet paper, towels, sanitary napkins and tampons, and disposable diapers. Paper towels are soft, thick sheets of paper designed to absorb liquid and are utilized for tasks such as drying hands and cleaning up spills, catering to both residential and commercial applications.

The sanitary paper product market research report is one of a series of new reports that provides sanitary paper product market statistics, including sanitary paper product industry global market size, regional shares, competitors with a sanitary paper product market share, detailed sanitary paper product market segments, market trends and opportunities, and any further data you may need to thrive in the sanitary paper product industry. This sanitary paper product 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 countries covered in the sanitary paper product market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, 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.