Tissue Towel Market Report 2026

The tissue towel market size has grown strongly in recent years. It will grow from $29.84 billion in 2025 to $31.75 billion in 2026 at a compound annual growth rate (CAGR) of 6.4%. The growth in the historic period can be attributed to growth in hygiene awareness, expansion of commercial cleaning applications, rising use in healthcare facilities, increased availability of disposable paper products, growth in hospitality industry demand.

The tissue towel market size is expected to see strong growth in the next few years. It will grow to $40.69 billion in 2030 at a compound annual growth rate (CAGR) of 6.4%. The growth in the forecast period can be attributed to increasing focus on sustainable packaging and materials, rising adoption of recycled and biodegradable towels, expansion of e-commerce distribution channels, growing demand from healthcare and foodservice sectors, increasing investments in efficient paper processing technologies. Major trends in the forecast period include increasing demand for eco-friendly paper towels, rising use of recycled fiber materials, growing adoption of high-absorbency towel designs, expansion of commercial and healthcare usage, enhanced focus on hygiene and convenience.

The growth of the hospitality industry is anticipated to drive the expansion of the tissue towel market. The hospitality industry includes a wide array of services that offer accommodations, food, and entertainment to guests and travelers. This industry's growth is fueled by increased global travel, higher consumer expectations for quality and service, economic development, and the emergence of new destinations and amenities. Tissue towels are utilized within the hospitality sector to provide a hygienic, convenient, and disposable method for guests to dry their hands, thereby enhancing overall cleanliness and guest satisfaction. For example, in July 2024, Eurostat, a Luxembourg-based statistical office of the European Union, reported that in 2023, approximately 719 million guest nights were spent in short-stay accommodations booked through major platforms, representing a 20.5% increase from 2022. Consequently, the expansion of the hospitality industry is fueling the growth of the tissue towel market.

Leading companies in the tissue towel market are concentrating on creating innovative products, such as recycled fiber tissue towels, to address the growing consumer demand for sustainable and eco-friendly options. A recycled fiber tissue towel is a disposable paper towel made from recycled paper materials, designed for cleaning and drying in various settings such as kitchens, bathrooms, and public restrooms. For instance, in January 2024, Tork, a UK-based company specializing in tissue and professional hygiene products, introduced soft and efficient hand towels and toilet paper made from 100% recycled fibers. These products are produced entirely from recycled paper, ensuring that no new trees are used in their creation, and offer effective absorbency and strength for tasks such as hand drying or personal cleaning.

In November 2023, Valmet, a UK-based machinery manufacturing firm, acquired Körber Tissue for $413.76 million. This acquisition aims to enhance Valmet's market position by combining its tissue-making technologies with Körber's converting technologies and services. This strategic move allows Valmet to offer a comprehensive range of solutions covering the entire tissue value chain, from fiber sourcing to finished products. Körber Tissue is a Germany-based company specializing in tissue products, including tissue towels.

Major companies operating in the tissue towel market are The Procter & Gamble Company, Kimberly-Clark Corporation, Essity AB, Georgia-Pacific LLC, Cascades Inc., Hengan International Group Company Limited, Vinda International Holdings Limited, Metsä Group, Sofidel Group, Clearwater Paper Corporation, Svenska Cellulosa Aktiebolaget (SCA), Kruger Inc., WEPA Hygieneprodukte GmbH, Lucart S.p.A., Softys S.A., Seventh Generation Inc., Asia Pulp & Paper, Slovak Hygienic Paper Group, Irving Consumer Products Limited, C&S Paper Co. Ltd., Cartiere Carrara S.p.A., Marcal Paper Mills Inc., Grigeo AB, Cominter Paper SA.

North America was the largest region in the tissue towel market in 2025. North America is expected to be the fastest-growing region in the forecast period. The regions covered in the tissue towel market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the tissue towel market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The tissue towel market consists of sales of multi-fold paper towels, c-fold paper towels, center-pull paper towels, and single-use paper towels. 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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