Tissue towel is an absorbent towel made from tissue. Unlike cloths towel, tissue towel are disposable and can be used only one time. Paper towels are loosely woven to soak up the water, which enables water to travel between the fibers against gravity known as capillary effect.

Drivers and Restraints

Increasing hygiene awareness among the consumers is driving growth of the global tissue towel market, owing to certain properties such as light weight, strength, softness, and absorbency. Tissue towel offers advantages such as prevention of bacterial infection when used for hand drying, which reduces the risk of communicable diseases such as cold and flu, this in turn is driving growth of the tissue towel market. Tissue paper offers advantages such as moisturizing effect, softer touch, standardization in tissue paper making which leads to changing consumer buying habits towards tissue and influence of E-commerce on consumer. Furthermore, advancements like sustainability, new products and packaging in the tissue manufacturing technology such as Air Dried tissue (ADT), Advanced Tissue Molding System (ATMOS), and New Tissue Technology (NTT) tissue making technologies are fueling the growth of the market.

However, increasing environmental concerns regarding excessive usage of paper products is restraining growth of the global tissue products market. Furthermore, availability of alternatives for tissue products such as electric hand dryers and cotton towels is another factor hindering growth of global tissue products market.

Market Trends

On the basis of application, residential segment is projected to witness significant growth in global tissue towel market over the forecast period. Increasing adoption of tissue towels in the commercial industry such as hotels, restaurants, healthcare facilities, educational institutions, commercial and businesses institutions, and public places is fueling growth of the tissue towel market.

Market Outlook

Asia Pacific is the fastest growing region in the global tissue products market, owing to increasing demand of tissue products from countries such as China and India. Asia Pacific region holds dominant position in tissue towel market as tissue towel production increased to 7 million tons since 2007 and it’s due to M&A, recent developments, innovation technology by the key players. Furthermore, increasing manufacturing capacity of tissue products by market players is fueling growth of the market in this region. For instance, Hengan Group expanded tissue production capacity in China by 50 thousand tons per year in January 2018.

North America region is leading the tissue towels market owing to maximum demand from the U.S. due to innovation and development in tissue market. In 2016, North America was the largest tissue products market, owing to new product launches, technological innovations, and presence of major market players such Better All Round Ltd., a consumer good company has launched Ora paper towel brand in participating targeted stores at Texas and national wide in 2016. Furthermore, many manufacturers are focusing on using recycled papers to minimize environmental pollution. According to the American Forest and Paper Association, in 2016, around 90% of manufacturers in the U.S. used recycled paper for manufacturing of tissue products

Key Trends

Manufacturers operating in the global tissue products market adopt various strategies such as merger and acquisition, new product launches, and partnerships to retain their market position. For instance, in March 2017, Cascades Inc. launched Cascades Fluff and Tuff toilet papers and paper towels. In May 2017, Orchids Paper Products launched New Tackle paper towels, Clean Scents paper towels, orchids Trends Designer paper towels and Orchids Supreme bath tissue. Resolute Forest Products Inc. acquired Atlas Paper Holdings, Inc., a manufacturer of at-home and away-from-home tissue products in November 2015. The future tissue manufacturing focuses on the hygienic tissue towel products made from natural cellulosic fiber along with packaging. Developed trend in the manufacturing process, cutting edges machinery development, fiber technologies are examined on the global basis.

Market players

The global tissue towel market is characterized by presence of large number of players. Major players in the market are focusing on mergers and acquisitions, joint ventures and partnerships, product portfolio expansion, and brand portfolio expansion to ensure long term sustenance. Some of the major players operating in the tissue towel market include Kimberly-Clark Corporation, Procter & Gamble Company, Georgia Pacific LLC, Cascades, Kruger Inc., Metsä Tissue, Wepa Leuna GmbH, Asaleo Care, and Hengan Group.

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Tissue Towel Market Taxonomy

On the basis of product type, the global tissue towel is segmented into:

  • Roll Towel
  • Folded Towel

On the basis of applications the global tissue towel is segmented into:

  • Residential
  • Commercial

On the basis of distribution channel, the global tissue towel is segmented into:

  • Supermarkets
  • Hypermarkets
  • Convenience stores
  • Online channels
  • Others