Professional Tissue Market Size - By Product Type, By Source, By Price, By End Use Industry, By Distribution Channel, Growth Forecast, 2025 - 2034

Professional Tissue Market Size

The global professional tissue market size was estimated at USD 15.2 billion in 2024. The market is expected to grow from USD 15.5 billion in 2025 to USD 19.6 billion in 2034, at a CAGR of 2.6%.

• The market for professional tissues is expanding due to the rising awareness for hygiene across the commercial spaces such as offices and educational institutes. The market is also driven by growth in hospitality and healthcare industries.
   
• There has been a heightened focus on hygiene and health, resulting in increased demand for disposable tissue products across the commercial and industrial spaces. Consumers across the commercial segment are realizing the benefits of personal hygiene and convenience, driving a shift towards adoption of professional tissue products.
   
• The demand for overall tissues is growing significantly and it is projected to grow at the fastest rate during the forecast period. As per the Metsa Group article, Europeans consume around 14.3 kilograms of tissue paper per person which includes consumer and professional products in total annually. Toilet paper is one of the most used products within Europeans which account for ten kilograms, or 68 per cent, of annual consumption. Europeans consume annually 8.7 million tons of tissue paper overall.
   
• Tissue paper consumption is highest in Germany, driven by the size of the market, the country’s annual paper consumption is 1.5 million tons, and on average, Germans use more paper per capita than other Europeans. Great Britain is the second largest market, with approximately 1.1 million tons. Central and Eastern Europe is the third largest market area with 1 million tons, and the Nordic countries come in fourth place with approximately 0.5 million tons.
   
• Market growth is also fueled by increased use of ecofriendly and sustainable tissue products. Both consumers and businesses are adopting products made from recycled material or those labeled green. The focus is following the global demand for sustainability and has encouraged companies to design and sell green products, thus catering to a wider consumer base.
   
• The increase in disposable incomes and urbanization, especially in emerging markets, is the second major growth drive. As more people move to urban centers and their purchasing power rises, demand for premium and convenient tissue products has risen. This shift has created opportunities for value-added new product launches by manufacturers to keep up with changing consumer preferences.
   
• Advances in tissue manufacturing process technology also boosting the demand for professional tissue. Advances like enhanced embossing process, softer, and higher absorbency improved the performance of tissue products, making them more attractive to businesses.
   
• Asia Pacific region dominates and holds the largest market share in professional tissue products. The growth is driven by rising awareness for hygiene across the commercial spaces.
   

Professional Tissue Market Trends

• There is rising awareness of the sanitation and hygiene levels, especially after the pandemic, which propels demand for professional tissue products. Companies have promoted cleanliness in a bid to protect workers' and consumers' safety and health, and this has driven the market's growth directly.
   
• The growing demand for recycled and eco-friendly tissue products is transforming market trends. Businesses are focusing on the production of recyclable paper tissues or those bearing an eco-friendly certification, in response to the growing consumer preference for green alternatives.
   
• These features are especially attractive in sectors such as hospitality, where user experience is the high priority. Commercialization of smart dispensers and touchless alternatives is becoming increasingly popular since companies focus on saving money on waste and optimizing operational productivity. These trends will contribute towards professional tissue product adoption growth during the forecast period.
   
• In regional terms, the Asia-Pacific region is increasingly becoming a major market for professional tissues, because of increasing urbanization, population growth, and increasing disposable incomes. China and India are witnessing a high demand for tissue products across multiple industries due to developing infrastructure and an expanding middle class.
   
• Europe and North America are the market leaders in terms of a strong established standard of hygiene and prominent level of consumer knowledge. Middle East and Africa also show promising growth possibilities due to rising adoption of hygiene habits in commercial and institutional businesses.
   
• Growth of the e-commerce channel is one of the main trends in the professional tissue market. The comfort of buying online and the offer of wide range of products lead companies to purchase tissue supplies online increasingly. The trend, as seen specifically with small and medium-sized enterprises (SMEs), is supplemented by cost savings and door-step delivery.
   
• Despite the encouraging growth trend, the professional tissue industry is hampered by unstable raw material prices and tough environmental regulations. Increased pulp price, one of the key raw materials, has forced manufacturers to streamline the process and adopt cost containment initiatives.
   
• Compliance with environmental laws requires significant investment in environmentally friendly practices, which can pose significant investment from margins. Companies that will survive these obstacles through innovation and green practices will be favored in the market.
   

Professional Tissue Market Analysis

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Based on the product type, the market is divided into toilet paper, facial tissues, paper towels, napkins, wet wipes and others. In 2024, toilet paper dominated the market, generating revenue of USD 4.8 billion and expected to grow at a CAGR of 3.1% during the forecast period.
 

• The toilet paper market has experienced noticeable growth due to urbanization and population growth, growing health and hygiene awareness, and rising e-commerce. The market for toilet paper is developed in Europe and North America and experiences rising demand for green products.
   
• The Asia Pacific region, particularly the Indian and Chinese markets, is growing at a rapid pace with a growing middle class behind the demand for premium toilet paper. The markets of Africa and Latin America are areas of rapid growth potential. As the economies are changing and preferences are evolving, the demand for toilet paper products is on the rise.
   
• As per a recent consumer survey, 74% of customers desire restaurants to become more sustainable. The growth is being driven due to increased concern regarding the environmental implications of single-use products such as paper towels. Restaurants are focusing on these trends and providing sustainable paper towels that are made up of post-consumer waste.

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Based on end use industry, the professional tissue market is segmented into healthcare, HoReCa, corporate offices, industries & manufacturing, transport & logistics, public sector, education and others. In 2024, the HoReCa segment dominates the market with 27% market share and the segment is expected to grow at a CAGR of 2.9% from 2025 to 2034.
 

• The healthcare industry creates high demand for professional tissues because of stringent hygiene requirements. Growing patient flow, increased awareness of infection control and increasing health care institutions around the globe are the forces that drive steady growth in tissue consumption within the industry. The HoReCa industry is highly dependent on professional tissues for hygiene and customer satisfaction. The increase in the number of restaurants and the increasing trend of outdoor dining are the primary reasons for tissue demand in this sector.
   
• Corporate offices focus on cleanliness and hygiene to maintain the health and productivity of staff. The rise in usage of green and premium tissue products in workplaces is a significant trend driving growth in this market. Industrial and manufacturing facilities need professional tissues to maintain operational cleanliness and safety of workers. Expansion in industrial procedures and compliance with workplace safety regulations are driving in demand in this market.
   
• Government offices and public buildings prefer professional tissues to promote hygiene and cleanliness. Public expenditure on sanitation and infrastructure is helping this market segment grow. Schools are using professional tissues more frequently to promote cleanliness in classrooms, cafeterias, and toilets.
   

Based on the distribution channel, the professional tissue market is segmented into direct sales and indirect sales. In 2024, the indirect sales segment dominates the market and is expected to grow at a CAGR of 3.1% from 2025 to 2034.
 

• Direct sales segment is experiencing consistent growth with the growing trend of bulk buying by corporate offices, hospitals, and hotels. The direct sales channels enable manufacturers to establish close relationships with end-users, thus assuring regular supply and improved pricing. Moreover, the growing demand for specialty tissue products customized to business requirements is propelling this segment.
   
• The indirect selling segment is still a dominant segment in the market due to the wide reach of distributors, wholesalers, and retailers. This type of channel is suitable for small businesses and end-consumers who are interested in purchasing in small packs. Penetration of hypermarkets, supermarkets, and convenience stores has complemented the distribution of professional tissue products through indirect sales.

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In terms of country, the United States led the professional tissue market with 78% of the North American market share and estimated USD 3.5 billion in revenue during 2024.
 

• The US professional tissue industry is steadily growing with rising demand from different sectors like healthcare, hospitality, and commercial. Increased awareness of hygiene as well as levels of sanitation, especially in the post-pandemic era, has tipped heavily in favor of professional tissue product demand.
   
• The availability of key industry players and technology enhancement in making tissues is also the basis for the growth of the market.
   

The Europe professional tissue market was valued at USD 3.9 billion in 2024 and is projected to grow at a CAGR of 2.3% between 2025 and 2034.
 

• Germany's tissue business market is experiencing steady growth, driven by the nation's booming manufacturing sector as well as stringent hygiene standards. The market demand is driven by the wide application of tissue products in hospitals, offices, and public places.
   
• Germany's advanced production units and concentration on innovation in tissue manufacturing processes are improving quality and efficiency of products. Tissue paper consumption is highest in Germany, driven by the size of the market, the country’s annual paper consumption is 1.5 million tons, and on average, Germans use more paper per capita than other Europeans.
   

The Asia Pacific professional tissue market was valued at USD 4.8 billion in 2024 and is projected to grow at a CAGR of 3.1% between 2025 and 2034.
 

• China's market for commercial tissues is expanding at a fast pace with the nation's rising population, urbanization, and growing disposable incomes being the key drivers.
   
• The rise in cleanliness and hygiene is specifically high in the country's urban areas, creating a boom in the demand for professional tissue products. The healthcare and hospitality industries are the key drivers for the growth with these industries needing bulk tissue products to have remarkably exacting standards of cleanliness.
   

The Middle East and Africa market was valued at USD 903.3 million in 2024 and is projected to grow at a CAGR of 1.8% between 2025 and 2034.
 

• Saudi Arabian market is growing steadily with the aid of the growth of the hospitality and healthcare industries within the country. The rising number of medical facilities, restaurants, and hotels, spurred by the efforts of the government to promote tourism and build healthcare infrastructure, is resulting in more demand for tissue products.
   
• Increasing consumer awareness regarding cleanliness and sanitation is also propelling market growth. The application of advanced tissue production technologies and launch of eco-friendly tissue products are also influencing the market scenario.
   

Professional Tissue Market Share

• The top 5 companies in the market are Cascades, Essity, Kruger, Sofidel, Kimberly-Clark collectively hold a share of 25% in the market.
   
• These companies continue to acquire and merge with others, expand facilities, and make various collaborations to increase their product offerings, access customer bases, and secure their market positions.
   
• These companies are using acquisitions, investments, and innovation to enhance their market positions. WEPA Professional has increased its UK market presence through the acquisition of Star Tissue UK, a Lancashire-based provider of hygiene paper. The acquisition, renamed as 'WEPA Professional UK,' showcases WEPA's ambition in the professional hygiene business, allowing it to reach more customers and respond to growing demand.
   
• Essity is prioritizing innovation to continue to lead the market. The company is investing in a new global research and development facility in Alsace, France, for tissue hygiene products. This high-tech facility will meet the changing needs of branded tissue in both professional and consumer hygiene markets. Through the retention of more than 80 experts and engineers from its existing plant, Essity maintains continuity and positions itself to address future challenges and improve product offerings. Such investment in R&D is crucial in remaining competitive in a competitive market.
   
• Sofidel is also making an investment with the acquisition of the Clearwater Paper Corporation's tissue division. The acquisition boosts Sofidel's production capacity by 25%, or an additional 340,000 metric tons per year. The acquisition not only increases its production capacity but also enhances its geographic coverage and commercial offerings diversification, allowing Sofidel to serve its customers better and achieve notable market share.
   
• CMPC is also making investment into the professional tissue sector with a major investment in Brazil. CMPC will set up a USD 4 billion pulp plant, along with $420 million spent on road infrastructure and USD 150 million on a port terminal in Rio Grande. The project reflects CMPC's desire to expand its operations and address the increased demand for tissue products in the region.
   

Professional Tissue Market Companies

Major players operating in the professional tissue industry are:
 

• Cascades
• CMPC
• Essity
• Georgia-Pacific
• Industrie Celtex
• Kimberly-Clark
• Kruger
• Lucart
• Metsa Tissue
• Ontex
• Procter & Gamble
• Pro-Gest
• Renova
• Sofidel
• WEPA Hygieneprodukte
   

To improve the product and market share key players are constantly investing in technological activities and are also entering into partnerships to provide improved and better solutions for the customers. These investments are benefiting both companies and customers as they help develop and offer solutions as per the changing technological trends and thus the customer requirements.
 

Essity is a key player in the hygiene market, with a wide range of products and solutions in consumer tissue, personal care, and professional hygiene. The company's professional tissue business provides premium tissue products and services in paper towels, napkins, toilet paper, and dispensers to commercial businesses. Essity is all about customer-driven solutions, innovation, and sustainability, and those products that provide the highest standards of hygiene and care for the planet.
 

Kimberly-Clark is a multinational company that has been pioneering hygiene and personal care products. Its professional tissue business line includes a full range of products, covering toilet paper, paper towels, facial tissues, and dispensers, through which it fulfills the needs of institutions and corporations. Kimberly-Clark boasts sustainability and innovation, developing products using advanced technology to be environmentally friendly and perform well.
 

Professional Tissue Industry News

• In June 2025, Suzano and Kimberly-Clark announced a USD 3.4 billion joint venture focused on manufacturing, marketing and distributing tissue products such as toilet paper, napkins, paper towels and facial tissues in over 70 countries. The new business will be a company incorporated in the Netherlands and will include 22 manufacturing facilities located in 14 countries across Europe, Asia, including Southeast Asia, the Middle East, South America, Central America, Africa, and Oceania.
   
• In March 2025, Metsä Group's tissue paper business strengthens its fresh fiber strategy and continues to invest in Mantta mill. As part of the company's Future Mill strategic programmed and the earlier announced Mantta mill's USD 108.2 million investment programmed, the company already has an ongoing investment in a new hand towel line for the production of fresh fiber-based hand towel papers.
   
• In May 2024, Sofidel Group has responded to customer demand by introducing its Regina Rotoloni toilet paper maxi rolls in Spain, Poland, the Netherlands, Hungary, and Romania. Their introduction to the market also represented the creation of a new Nielsen product category, Maxi Rolls - rolls with a bigger diameter that are more than twice as long as standard rolls.
   
• In March 2023, Essity made a breakthrough on its journey to net-zero emissions by 2050. In a recently concluded pilot, Essity became the first company in the industry to produce tissue in a CO2 emission-free production process using renewable hydrogen at its production facility in Mainz-Kostheim, Germany.
   

The professional tissue market research report includes in-depth coverage of the industry with estimates & forecasts in terms of revenue (USD Billion) and volume (Million Units) from 2021 to 2034, for the following segments:

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Market, By Product Type

• Toilet paper
  • Single ply
  • Double ply
  • Others (triple ply, etc.) 
• Facial tissues
• Paper towels
  • Roll towels
  • Folded towels
  • Others (center-pull towels, etc.)
• Napkins
• Wet wipes
• Others (medicinal paper, kitchen paper, etc.)

Market, By Source

• Virgin pulp
• Recycled paper
• Others

Market, By Price

• Low
• Medium
• High

Market, By End Use Industry

• Healthcare
• HoReCa
• Corporate offices
• Industries & manufacturing
• Transport & logistics
• Public sector
• Education
• Others (facility management, etc.)

Market, By Distribution Channel  

• Direct sales
• Indirect sales

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
  • Netherlands
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea  
• Latin America
  • Brazil
  • Mexico
  • Argentina 
• MEA
  • South Africa
  • Saudi Arabia
  • UAE