查看購物車
  • English
  • Japanese
封面
市場調查報告書
商品編碼
1945902

紙巾市場 - 全球產業規模、佔有率、趨勢、機會及預測（按產品類型、應用、分銷管道、地區和競爭格局分類，2021-2031年）

Tissue Towel Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type, By Application, By Distribution Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3個工作天內

價格

We offer 8 hour analyst time for an additional research. Please contact us for the details.

簡介目錄

全球紙巾市場預計將從 2025 年的 383.3 億美元成長到 2031 年的 462.5 億美元，年複合成長率為 3.18%。

這些由原生或再生木漿製成的吸水性一次性紙製品，在住宅和商業環境的清潔和衛生管理中發揮著至關重要的作用。全球健康意識的提高和酒店業的持續復甦是推動其成長的關鍵因素，這都提升了對一次性衛生用品的需求。此外，開發中國家的快速都市化也促使消費者更偏好便利的一次性衛生用品。歐洲造紙工業的數據也印證了這種市場韌性，該機構報告稱，到2024年，成員國的衛生紙產量將增加5.6%。

市場概覽
預測期 2027-2031
市場規模：2025年 383.3億美元
市場規模：2031年 462.5億美元
複合年成長率：2026-2031年 3.18%
成長最快的細分市場 線上
最大的市場 北美洲

儘管存在這些積極趨勢，但由於原料和能源成本的波動，市場仍面臨嚴峻挑戰。由於紙巾生產是能源密集產業，且依賴全球紙漿供應，這些投入品的價格波動會對營運成本產生重大影響。這些波動會威脅製造商的利潤率，並限制其有效拓展市場的能力。

市場促進因素

飯店和餐飲服務業的顯著成長是全球紙巾市場的主要驅動力。隨著旅行和外出用餐活動的恢復，飯店、餐廳和其他場所正致力於提供高品質的衛生用品，以滿足消費者日益成長的衛生需求。這種外出活動的恢復促使一次性毛巾、餐巾紙和衛生紙的商業採購量增加，以確保嚴格的衛生標準。 Essity 於 2025 年 3 月發布的 2024 年年度報告印證了這項復甦帶來的經濟影響。該報告顯示，該公司利潤創下 203 億瑞典克朗（SEK）的歷史新高，主要得益於公司專業衛生用品部門強勁的內部成長和有利的定價策略。

同時，消費者對永續和環保產品的需求日益成長，正在改變生產重心和供應鏈管理模式。無論是個人消費者還是機構買家，都更傾向於選擇再生纖維紙巾和竹子等替代材料，這促使製造商將資源投入脫碳和負責任的採購中。例如，Sofidel公司在2025年4月宣布，已實現環境轉型目標，2024年溫室氣體排放量較2018年排放了19.5%。為了支持這項生產轉型，美國森林和紙業協會在2025年指出，美國造紙業的設備效率已提升，2024年運轉率率達87.5%。

市場挑戰

能源和原料價格波動是全球紙巾市場成長的一大障礙。紙巾生產是能源密集產業，且高度依賴木漿，因此該產業極易受到這些關鍵資源價格波動的影響。公用事業和採購成本的不可預測上漲會導致生產成本上升，大幅壓縮利潤空間。這種財務上的不確定性迫使企業將原本用於創新和擴張的資金轉移到營運需求上，從而抑制了長期投資，並因價格波動而降低了市場競爭力。

近期行業數據顯示，這些成本負擔對財務表現產生了負面影響。中國造紙工業協會報告稱，2024年造紙業總收入保持強勁，但總利潤較去年同期下降2.71%。盈利的下降表明，投入成本上升和經濟不確定性正在削弱製造商的財務穩定性，最終限制了其推動市場發展和維持成長勢頭的能力。

市場趨勢

隨著高品質自有品牌產品的擴張，競爭格局正在改變。零售商正專注於高階自有品牌產品，以與全國性品牌競爭。大型零售商不再只依賴低價策略，而是與契約製造合作，開發柔軟度和吸水性更佳的先進紙巾產品，以吸引那些注重性價比、追求卓越性能的消費者。這種向高階自有品牌的轉變，使零售商能夠以更實惠的價格提供與全國性品牌媲美的品質，從而贏得市場佔有率。 Clearwater Paper於2024年8月發布的「2024會計年度第二季業績報告」印證了這一成長趨勢，報告顯示，上半年零售紙巾銷售量成長了4%，顯示消費者對品牌專賣店有著強勁的支持。

同時，業界正經歷著由先進的空氣乾燥（TAD）技術驅動的優質化趨勢，該技術旨在提供更優異的性能，例如高蓬鬆度、蓬鬆度和吸水性。製造商正積極對其設備進行現代化改造，從傳統的輕質乾縐工藝轉向結構化紙巾技術，以生產品質顯著提升的超高階紙巾。這些升級對於在競爭激烈的市場中實現差異化至關重要，使製造商能夠獲得更高的價格，並滿足當今消費者日益挑剔的偏好。這一趨勢的一個顯著例證是，維美德公司於2025年1月與歐文消費品公司達成協議，為其提供一條新的Advantage空氣乾燥造紙生產線，該生產線每年將新增7.5萬噸超高階紙巾產能。

目錄

第1章概述

第2章調查方法

第3章執行摘要

第4章：客戶評價

第5章 全球紙巾市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 依產品類型（捲式毛巾、折疊毛巾、盒裝毛巾、其他）
    • 按用途（住宅、商用）
    • 按分銷管道（線下、線上）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美紙巾市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲紙巾市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章 亞太地區紙巾市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東和非洲紙巾市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美紙巾市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進要素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 最新進展

第13章 全球紙巾市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的可能性
  • 供應商電力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • Kruger Inc.
  • WEPA Hygieneprodukte GmbH
  • Cascades Inc.
  • Georgia-Pacific
  • Metsa Tissue
  • Procter & Gamble
  • Korean Cosmetics Worldwide
  • Asaleo Care Limited
  • HengAn
  • SHP Group

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 19635

The Global Tissue Towel Market is projected to expand from USD 38.33 Billion in 2025 to USD 46.25 Billion by 2031, reflecting a CAGR of 3.18%. Comprising absorbent disposable paper items made from virgin or recycled wood pulp, these products are essential for cleaning and hygiene in both residential and commercial settings. Growth is largely fueled by increased global health awareness and the ongoing revitalization of the hospitality sector, which has boosted the need for single-use sanitation supplies. Additionally, swift urbanization in developing nations is driving a consumer preference for convenient disposable hygiene products. Evidence of this resilient recovery is seen in data from the Confederation of European Paper Industries, which noted a 5.6 percent rise in tissue paper production among member countries in 2024.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 38.33 Billion
Market Size 2031USD 46.25 Billion
CAGR 2026-20313.18%
Fastest Growing SegmentOnline
Largest MarketNorth America

Despite this positive trajectory, the market faces significant hurdles due to the volatility of raw material and energy costs. Since tissue manufacturing requires substantial energy and relies on global pulp availability, price instability in these inputs can drastically affect operational expenses. These fluctuations pose a risk to manufacturers' profit margins and limit their ability to expand market reach effectively.

Market Driver

Significant growth within the hospitality and food service industries acts as a major driver for the Global Tissue Towel Market. With the normalization of travel and dining, establishments such as hotels and restaurants are focusing on premium sanitation supplies to satisfy consumer demands for superior hygiene. This rebound in out-of-home activities has led to increased commercial purchasing of disposable towels, napkins, and bath tissues to ensure strict sanitary conditions. The economic benefit of this revival is illustrated by Essity's 'Annual Report 2024' from March 2025, which reported a record profit of SEK 20.3 billion, largely attributed to robust organic growth and favorable pricing strategies within its Professional Hygiene division.

At the same time, rising demand for sustainable and eco-friendly goods is transforming production focus and supply chain management. Both individual consumers and institutional purchasers are showing a preference for tissues derived from recycled fibers or alternatives like bamboo, encouraging manufacturers to commit resources toward decarbonization and responsible sourcing. For instance, Sofidel announced in April 2025 that it had cut specific greenhouse gas emissions by 19.5 percent in 2024 relative to 2018, meeting its ecological transition goals. Supporting this shift in production, the American Forest & Paper Association noted in 2025 that the U.S. paper sector enhanced asset efficiency, achieving operating rates of 87.5 percent in 2024.

Market Challenge

Fluctuating costs for energy and raw materials present a major obstacle to the growth of the Global Tissue Towel Market. Since tissue production is energy-intensive and depends heavily on wood pulp, the industry is vulnerable to price shifts in these critical resources. Unpredictable increases in utility and procurement expenses lead to higher production costs, which significantly squeeze profit margins. This financial unpredictability forces companies to reallocate funds intended for innovation and expansion toward covering operational necessities, thereby hindering long-term investment and reducing market competitiveness through unstable pricing.

Recent industrial data underscores the negative effect of these cost burdens on financial results. In 2024, the China Paper Association reported a 2.71 percent drop in total profits for the paper industry compared to the prior year, even though overall revenue remained substantial. This decline in profitability demonstrates how rising input costs and economic instability undermine manufacturers' financial stability, ultimately restricting their capacity to foster market development and maintain growth momentum.

Market Trends

The competitive environment is shifting due to the expansion of high-quality private label portfolios, where retailers are focusing on premium store-brand items to challenge national brands. Instead of relying only on low prices, major retailers are collaborating with contract manufacturers to create advanced tissue products with improved softness and absorbency, targeting value-driven consumers who demand high performance. This move toward premium private labels enables retailers to gain market share by providing quality comparable to national brands at more affordable prices. The growth of this segment is highlighted by Clearwater Paper's 'Second Quarter 2024 Results' from August 2024, which noted a 4 percent increase in retail tissue sales volume during the first half of the year, indicating strong consumer adoption of store brands.

Concurrently, the industry is seeing a trend of premiumization fueled by advanced Through-Air-Drying (TAD) technology, aimed at delivering superior attributes like increased bulk, loft, and absorbency. Producers are actively modernizing their facilities, moving from traditional light dry crepe methods to structured tissue technologies to produce ultra-premium towels with tangible quality benefits. These upgrades are crucial for standing out in a crowded market, allowing manufacturers to command higher prices and satisfy the refined tastes of modern consumers. A notable example of this trend is Valmet's January 2025 announcement regarding a contract to provide Irving Consumer Products with a new Advantage ThruAir Drying tissue line, which is expected to boost the manufacturer's capacity for ultra-premium tissues by 75,000 tons annually.

Key Market Players

  • Kruger Inc.
  • WEPA Hygieneprodukte GmbH
  • Cascades Inc.
  • Georgia-Pacific
  • Metsa Tissue
  • Procter & Gamble
  • Korean Cosmetics Worldwide
  • Asaleo Care Limited
  • HengAn
  • SHP Group

Report Scope

In this report, the Global Tissue Towel Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Tissue Towel Market, By Product Type

  • Rolled Towels
  • Folded Towels
  • Boxed Towels
  • Others

Tissue Towel Market, By Application

  • Residential
  • Commercial

Tissue Towel Market, By Distribution Channel

  • Offline
  • Online

Tissue Towel Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Tissue Towel Market.

Available Customizations:

Global Tissue Towel Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Tissue Towel Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Product Type (Rolled Towels, Folded Towels, Boxed Towels, Others)
    • 5.2.2. By Application (Residential, Commercial)
    • 5.2.3. By Distribution Channel (Offline, Online)
    • 5.2.4. By Region
    • 5.2.5. By Company (2025)
  • 5.3. Market Map

6. North America Tissue Towel Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Product Type
    • 6.2.2. By Application
    • 6.2.3. By Distribution Channel
    • 6.2.4. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Tissue Towel Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Product Type
        • 6.3.1.2.2. By Application
        • 6.3.1.2.3. By Distribution Channel
    • 6.3.2. Canada Tissue Towel Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Product Type
        • 6.3.2.2.2. By Application
        • 6.3.2.2.3. By Distribution Channel
    • 6.3.3. Mexico Tissue Towel Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Product Type
        • 6.3.3.2.2. By Application
        • 6.3.3.2.3. By Distribution Channel

7. Europe Tissue Towel Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Product Type
    • 7.2.2. By Application
    • 7.2.3. By Distribution Channel
    • 7.2.4. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Tissue Towel Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Product Type
        • 7.3.1.2.2. By Application
        • 7.3.1.2.3. By Distribution Channel
    • 7.3.2. France Tissue Towel Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Product Type
        • 7.3.2.2.2. By Application
        • 7.3.2.2.3. By Distribution Channel
    • 7.3.3. United Kingdom Tissue Towel Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Product Type
        • 7.3.3.2.2. By Application
        • 7.3.3.2.3. By Distribution Channel
    • 7.3.4. Italy Tissue Towel Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Product Type
        • 7.3.4.2.2. By Application
        • 7.3.4.2.3. By Distribution Channel
    • 7.3.5. Spain Tissue Towel Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Product Type
        • 7.3.5.2.2. By Application
        • 7.3.5.2.3. By Distribution Channel

8. Asia Pacific Tissue Towel Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Product Type
    • 8.2.2. By Application
    • 8.2.3. By Distribution Channel
    • 8.2.4. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Tissue Towel Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Product Type
        • 8.3.1.2.2. By Application
        • 8.3.1.2.3. By Distribution Channel
    • 8.3.2. India Tissue Towel Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Product Type
        • 8.3.2.2.2. By Application
        • 8.3.2.2.3. By Distribution Channel
    • 8.3.3. Japan Tissue Towel Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Product Type
        • 8.3.3.2.2. By Application
        • 8.3.3.2.3. By Distribution Channel
    • 8.3.4. South Korea Tissue Towel Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Product Type
        • 8.3.4.2.2. By Application
        • 8.3.4.2.3. By Distribution Channel
    • 8.3.5. Australia Tissue Towel Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Product Type
        • 8.3.5.2.2. By Application
        • 8.3.5.2.3. By Distribution Channel

9. Middle East & Africa Tissue Towel Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Product Type
    • 9.2.2. By Application
    • 9.2.3. By Distribution Channel
    • 9.2.4. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Tissue Towel Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Product Type
        • 9.3.1.2.2. By Application
        • 9.3.1.2.3. By Distribution Channel
    • 9.3.2. UAE Tissue Towel Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Product Type
        • 9.3.2.2.2. By Application
        • 9.3.2.2.3. By Distribution Channel
    • 9.3.3. South Africa Tissue Towel Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Product Type
        • 9.3.3.2.2. By Application
        • 9.3.3.2.3. By Distribution Channel

10. South America Tissue Towel Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Product Type
    • 10.2.2. By Application
    • 10.2.3. By Distribution Channel
    • 10.2.4. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Tissue Towel Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Product Type
        • 10.3.1.2.2. By Application
        • 10.3.1.2.3. By Distribution Channel
    • 10.3.2. Colombia Tissue Towel Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Product Type
        • 10.3.2.2.2. By Application
        • 10.3.2.2.3. By Distribution Channel
    • 10.3.3. Argentina Tissue Towel Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Product Type
        • 10.3.3.2.2. By Application
        • 10.3.3.2.3. By Distribution Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Tissue Towel Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. Kruger Inc.
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. WEPA Hygieneprodukte GmbH
  • 15.3. Cascades Inc.
  • 15.4. Georgia-Pacific
  • 15.5. Metsa Tissue
  • 15.6. Procter & Gamble
  • 15.7. Korean Cosmetics Worldwide
  • 15.8. Asaleo Care Limited
  • 15.9. HengAn
  • 15.10. SHP Group

16. Strategic Recommendations

17. About Us & Disclaimer