Sanitary Paper Product Market Report 2025

The sanitary paper product market size has grown strongly in recent years. It will grow from $61.21 billion in 2024 to $65.76 billion in 2025 at a compound annual growth rate (CAGR) of 7.4%. The growth in the historic period can be attributed to growing health and hygiene awareness, population growth and urbanization, changing consumer lifestyles, economic development, environmental concerns and sustainability.

The sanitary paper product market size is expected to see strong growth in the next few years. It will grow to $85.03 billion in 2029 at a compound annual growth rate (CAGR) of 6.6%. The growth in the forecast period can be attributed to product innovation and variety, e-commerce and online retail, global health events and preparedness, shift towards sustainable packaging, demographic shifts and aging population. Major trends in the forecast period include packaging efficiency and reduction of plastic, health and wellness messaging, global pandemic impact, regulatory compliance and safety standards, subscription models and convenience 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 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.

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 December 2022, Envoy Solutions, a US-based distribution firm, acquired Pennsylvania Paper & Supply Company for an undisclosed sum. This acquisition is intended to increase Envoy Solutions' market presence, enhance its product range, improve customer service, and achieve operational efficiencies in the northeastern U.S. market. Pennsylvania Paper & Supply is a US-based company that specializes in the manufacturing and distribution of sanitary paper products, including paper towels and toilet paper, which are vital for ensuring cleanliness and hygiene in businesses and institutions.

Major companies operating in the sanitary paper product market include 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 2024. 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 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.

Sanitary paper product manufacturing establishments transform sanitary paper or wadding into various products such as napkins, toilet paper, paper towels, facial tissues, disposable diapers, sanitary napkins, and tampons. The paper undergoes processing to achieve softness, thinness, pliability, and absorbency. While some businesses engage in the production of their own sanitary paper, others procure it from paper mills.

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 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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