Kitchen towel Global Market Report 2024

The kitchen towel market size has grown strongly in recent years. It will grow from $2.65 billion in 2023 to $2.8 billion in 2024 at a compound annual growth rate (CAGR) of 5.8%. The growth observed in the historical period can be attributed to various factors, including the emphasis on household hygiene practices, population growth, urbanization trends, shifts in consumer lifestyles, the rise of single-person households, and increasing awareness regarding health and safety considerations. These elements collectively contributed to the expansion of the kitchen towel market.

The kitchen towel market size is expected to see strong growth in the next few years. It will grow to $3.49 billion in 2028 at a compound annual growth rate (CAGR) of 5.7%. The anticipated growth includes a focus on sustainability, innovative materials, and designs, alongside an expansion in premium segments, driven by the surge in e-commerce and increasing concerns regarding health and hygiene. Major trends in this forecast period involve a quick-drying emphasis, integration of smart features, the growth of online retail channels, customization options, and compliance with health and safety standards.

The kitchen towels market is experiencing significant growth due to the increasing lifestyle needs of the expanding urban population. The World Health Organization (WHO) reports a global urban population growth of 1.84% in 2021, expected to continue at a rate of 1.63% per year between 2021 and 2025, and 1.44% per year between 2025 and 2030. This rise in urbanization, combined with growing disposable incomes, is fostering a surge in demand for high-quality home and personal care products, including kitchen towels. The market is further influenced by the increasing adoption of personal care products in emerging markets due to factors such as westernization and globalization.

The kitchen towels market is expected to be propelled by the growing number of restaurants and food service establishments. These establishments, characterized by offering a sit-down dining experience and a diverse menu of prepared dishes, require kitchen towels for maintaining a clean and efficient workspace. For example, as of July 2023, The Chef’s Store, a US-based destination for restaurant equipment and supplies, reports 49,365 Mexican restaurant establishments operating in the USA, indicating a 2.4% increase from 2022. This growth in the number of restaurants and food service establishments contributes to the overall expansion of the kitchen towels market.

Inflation in raw material prices stands out as a significant constraint, contributing to the declining growth of the kitchen towels market. The production of paper-based towels by many vendors involves the use of cellulose fiber, sourced as kraft pulp or recycled fiber from waste paper. Fluctuations in market forces, including the demand and supply dynamics of raw materials, impact costs. When combined with factors such as energy and transport costs, these fluctuations affect selling prices. For instance, as of September 2022, the US Producer Price Index for Wood pulp stands at 264.30, showing an increase from 252.13 the previous month and 210.93 from the same period last year. This represents a change of 25.30% from the previous month and 4.83% from the previous year. Hence, such factors pose a constraint on the market growth of kitchen towels.

Private labels, known for low-cost manufacturing, have become a significant factor affecting market dynamics. These labels offer a diverse range of products at competitive prices, leveraging their superior market penetration. In Western Europe, private brands command almost 80% of the market share. Accrol, a leading supplier to the private label market, is experiencing robust year-on-year growth, surpassing 8%. Innovation and continuous marketing efforts within this market segment are crucial. Private labels are quick to adopt emerging trends, such as improved absorption, new prints, and environmentally friendly products, thereby influencing the market dynamics.

Major players in the kitchen towel market are introducing innovative products such as the Grateful Dead kitchen towels to boost their revenues. These Grateful Dead kitchen towels are crafted not only to bring art and creativity but also to offer practical functionality to the home's most creative space. In a notable collaboration, Slowtide, a US-based towel manufacturer, partnered with Warner Music Group, a US-based entertainment company, to launch a new line of Grateful Dead kitchen towels in November 2022. The collection includes the Dancing Bears Quick-Dry Kitchen Towel, the Jammer Quick-Dry Kitchen Towel, and the Sunshine Quick-Dry Kitchen Towel, providing customers with an expanded range of options. These towels boast quick-drying properties, durability, and visually appealing designs, making them a distinctive and stylish addition to any kitchen. The collaboration resulted in a collection featuring iconic Grateful Dead designs, available for purchase on Slowtide's website.

Major companies operating in the kitchen towel market report are Koch Industries Inc., Nova Tissue Ltd., Procter & Gamble Co., Rodriquez Pty Ltd., Kimberly-Clark Corporation, Essity AB, WEPA Professional GmbH, Oji Holdings Corporation, Resolute Forest Products Inc., Hengan International Group Company Limited, Sofidel Group SPA, Clearwater Paper Corporation, Svenska Cellulosa AB, Metsä Tissue Group, Kruger Inc., Kruger Products L.P., Wausau Paper Corp., Accrol Group Holdings PLC, Marcal Manufacturing LLC, MPI Papermills Inc., Renova - Fábrica de Papel do Almonda SA, Soundview Paper Company, Mercury Paper Inc., ABC Tissue Products Pty Ltd., National Paper Products Company, Towel Depot Inc., Selpak Automation Ltd., Cascades Inc., Aldar Tissues Ltd., Towel & Linen Mills Ltd.

Asia-Pacific was the largest region in the kitchen towel market in 2023. North America was the second largest region in the global kitchen towel market share. The regions covered in the kitchen towel market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the kitchen towel market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Primary product types include cloth-based and paper-based kitchen towels. Cloth-based options are crafted from linen, terry, or cotton cloth. These towels are distributed through supermarkets, hypermarkets, convenience stores, online retailers, and others, catering to both commercial and residential users.

The kitchen towel market research report is one of a series of new reports that provides kitchen towel market statistics, including kitchen towel industry global market size, regional shares, competitors with a kitchen towel market share, detailed kitchen towel market segments, market trends and opportunities, and any further data you may need to thrive in the kitchen towel industry. This kitchen 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 kitchen towel market consists of sales of linen, cotton and terry cloth. 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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