Global Paper Towel Market Size, Trades, COVID-19 Impact & Growth By Product Type (Rolled Paper Towels, Folded Paper Towels, Boxed Paper Towels), By Material (Virgin, Recycled, Bamboo, and Other Materials), By End-User (Residential, Commercial), By Distribution Channel (Online Platforms and Offline Stores), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends, and Forecast 2023-2032
- Published date: Aug 2023
- Report ID: 105032
- Number of Pages: 384
- Format:
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Report Overview
The Global Paper Towel Market size is expected to be worth around USD 9.3 Billion by 2032 from USD 5.5 Billion in 2022, growing at a CAGR of 5.50% during the forecast period from 2023 to 2032.
Demand for Paper towels is a ubiquitous and indispensable part of modern life, serving as versatile tools for cleaning, drying, and maintaining hygiene. These disposable absorbent sheets, typically made from paper pulp, have become essential items in households, workplaces, healthcare facilities, and various commercial settings. Their widespread use is a testament to their convenience, efficiency, and adaptability.
Functionality and Uses: Paper towels excel in their absorbent capabilities, quickly soaking up liquids and spills, whether it’s water, oil, or other substances. They are highly effective for wiping surfaces, hands, and objects, helping to maintain cleanliness and prevent the spread of germs. Paper towels find application in a multitude of scenarios:
Household Cleaning: From kitchen counters to bathroom fixtures, paper towels provide a quick and easy solution for cleaning surfaces and maintaining a sanitary living environment.
Personal Hygiene: Paper towels are often used as disposable hand towels in public restrooms, ensuring a hygienic way to dry hands after washing.
Food Preparation: In kitchens and restaurants, paper towels are employed for drying produce, absorbing excess oil from fried foods, and cleaning utensils.
Healthcare Facilities: In medical settings, paper towels are indispensable for maintaining cleanliness and controlling the spread of infections. They are used for wiping medical instruments, surfaces, and hands.
Industrial and Commercial Spaces: Various industries, from manufacturing processes to automotive repair, rely on paper towels for spill cleanup, equipment maintenance, and general sanitation.
Hospitality and Events: Paper towels are often provided for guests at hotels, restaurants, and events as a convenient means of maintaining cleanliness.
Actual Numbers Might Vary in the Final Report
Driving Factors
Listed are the Essential Market Drivers
Hygiene and Convenience: Paper towels are widely used for cleaning and wiping purposes due to their high absorbency and disposability, making them convenient for quick cleanups. This key factor can propel the revenue growth of this Paper towel market.
Moreover, demand from various industries can also increase the overall largest market share, such as
Healthcare Sector Demand: The healthcare industry relies heavily on paper towels for maintaining cleanliness and preventing the spread of infections in medical facilities.
Foodservice Industry: Restaurants, cafes, and other food service establishments use paper towels extensively for cleaning tables, hands, and kitchen surfaces.
Restraining Factors
Environmental Concerns: One of the most significant challenges facing the paper towel market is its environmental impact. The production of paper towels requires substantial amounts of resources, including trees, water, and energy. The disposability of paper towels contributes to deforestation, waste generation, and increased carbon emissions, which raise concerns about sustainability and environmental degradation.
Waste Generation: The single-use nature of paper towels contributes to waste accumulation, both in households and commercial settings. Improper disposable towels can lead to overflowing landfills and strain waste management systems, impacting the environment and local communities.
Above mentioned points can hamper the demand for these products to a certain extent.
Growth Opportunities
Consumer Preferences: Consumers are increasingly looking for sustainable and eco-friendly options, leading to the development of recycled and biodegradable paper towel products.
Innovations in Design: Manufacturers are continuously improving the design of paper towels to enhance their absorbency, strength, and durability. These factors can create new opportunities for the market key players operating in these targeted key drivers of market expansion.
Latest Trends
Online Retailing: The rise of e-commerce has facilitated easier access to a wide variety of paper towel products, contributing to drivers for market growth.
Advertising and Branding: Companies often emphasize the features, benefits, and unique selling points of their paper towel products through effective advertising and branding strategies.
Product Type Analysis
The accurate analysis of the global paper towels market can be segmented based on product types, which include rolled paper towels, and folded paper towel Types.
Rolled Paper Towels:
Rolled paper towels, often referred to as roll towels or continuous towels, are typically used in commercial and industrial settings.
Folded Paper Towels:
Folded paper towels, also known as multifold or C-fold towels, are more common in both commercial and household settings.
Boxed Paper Towels:
Boxed paper towels, also known as pop-up paper towels, come in a box with an opening that dispenses one towel at a time, similar to a tissue box. They are popular for household use due to their convenience and ease of use.
Folded paper towels were commonly used in both households and smaller businesses, and rolled paper towels were more prevalent in larger commercial and industrial settings. Boxed paper towels were gaining popularity in households due to their convenient dispensing method.
Material Analysis
The detailed analysis of the global paper towels market can be analyzed based on its material segments, which include Virgin, Recycled, Bamboo, and Other Materials.
Virgin Paper Towels: Virgin paper towels historically held a significant portion of the paper towel market share due to their high quality and absorbency. Many well-established brands offered virgin paper towels as their primary product.
Recycled Paper Towels: Recycled paper towels were gaining popularity due to increasing environmental awareness. Consumers looking for more sustainable options were opting for recycled paper towels, leading to a gradual increase in the paper towel market share for this category.
Bamboo: Bamboo paper towels and other eco-friendly options were still emerging but gaining attention as consumers sought alternatives to traditional paper towels. These materials had a smaller paper towel market share compared to virgin and recycled options but were showing potential for growth.
End-User Analysis
This paper towel market is bifurcated into residential and commercial sub-segments in terms of end-users.
Commercial end-users also have a significant share, particularly in industries where hygiene awareness and cleanliness are of paramount importance, such as healthcare and food service. The distribution between these segments can also be influenced by factors like population growth, urbanization, and changes in consumer preferences.
On the other hand, the residential sector also helps to increase the demand for these products due to the widespread use of paper towels in households for cleaning, cooking, and personal hygiene and better health.
Distribution Channel Analysis:
The distribution channel share between online platforms and offline convenience stores was shifting, with online channels seeing growth due to changing consumer habits and the pandemic’s impact on shopping behavior. However, both distribution channels remained important, as some consumers preferred the immediacy and in-person shopping experience offered by physical stores.
Global Paper Towel Market Segments
Based on Product Type
- Rolled Paper Towels
- Folded Paper Towels
Based on Material
- Virgin
- Recycled
- Bamboo
Based on End-User
- Residential
- Commercial
Based on the Distribution Channel
- Online Platforms
- Offline Stores
COVID-19 Impact Analysis
The global paper towel market trends experienced several impacts due to the COVID-19 pandemic. Increasing Demand Paper towels were in high demand, especially in the early stages of the pandemic, when hygiene and cleanliness were stressed more to stop the virus from spreading.
To make sure they have enough cleaning materials at home, consumers stocked up on cleaning goods like paper towels. With a Rise in usage due to lockdowns and remote work arrangements, people were spending more time at home. As a result, paper towels are being used more frequently to clean and wipe surfaces.
On the other hand, with the closure of restaurants, hotels, and other commercial establishments due to lockdowns, there was a shift in demand from commercial to household paper towel products. As well as travel restrictions and disruptions in manufacturing capacity and transportation impacted the global supply chain. This led to challenges in sourcing raw materials, production slowdowns, and distribution bottlenecks, causing temporary shortages of paper towel products in some regions.
The COVID-19 period had a multifaceted impact on the global paper towels market. While it initially brought a surge in demand, it also exposed vulnerabilities in the supply chain and highlighted the need for sustainable practices.
Regional Analysis
The global paper towel market has seen exponential growth over the past few years, and as of the current market size data, North America holds the majority of the market share (32%) in 2022. North America, comprising the United States and Canada, was one of the largest paper towels markets.
Paper towel sales in North America are substantial because of the region’s high consumption rates and well-established cleanliness requirements. A wide variety of product choices, including luxury and environmentally friendly solutions, define the industry. Consumers increasingly value sustainability and eco-friendliness, and there is a rising market for recycled and sustainable paper towel solutions.
On the other hand, Europe holds a significant share of the global paper towel market as well, and the paper towel market saw significant expansion in Europe as well. These nations significantly influenced the markets of nations like the United Kingdom, Germany, France, and Italy.
Manufacturers are reacting to the region’s high emphasis on environmental awareness by providing items made from recycled materials and investigating alternatives like paper towels made from bamboo.
Key Regions and Countries Covered in this Report:
- North America
- The US
- Canada
- Europe
- Germany
- France
- The UK
- Italy
- Spain
- Russia & CIS
- Rest of Europe
- APAC
- China
- Japan
- South Korea
- India
- ASEAN
- Rest of APAC
- Latin America
- Brazil
- Mexico
- Rest of Latin America
- Middle East & Africa
- GCC
- South Africa
- United Arab Emirates
- Rest of the Middle East & Africa
The global paper towel market is highly competitive and fragmented, with a few key players operating in the market. These major players are focusing on expanding their product offerings and strengthening their market image through strategic partnerships.
Market Key Players:
- Procter & Gamble (P&G)
- Kimberly-Clark Corp.
- Georgia-Pacific LLC
- SCA Group
- Kruger Inc.
- Solaris Paper
- Wausau Paper (part of SCA Group)
- Essity Operations Mannheim GmbH
- Solaris Paper
- Clearwater Paper Corporation
- Soundview Paper Company
- Hygieneprodukte GmbH
- WEPA Hygieneprodukte GmbH
- Seventh Generation Inc.
- Cascades Inc.
- American Specialties Inc.
- Other Key Players
Recent Developments:
- In January 2022, Sustainability Initiatives: Procter & Gamble Paper towel manufacturers are likely to continue to emphasize sustainability by using recycled materials, exploring alternative fibers like bamboo, and adopting eco-friendly production practices to meet the growing consumer demand for environmentally conscious products.
- In March 2022, Essity AB introduced new features to enhance the functionality of paper towels, such as increased absorbency, quicker drying times, and improved tear resistance.
Report Scope:
Report Features Description Market Value (2022) US$ 5.5 Bn Forecast Revenue (2032) US$ 9.3 Bn CAGR (2023-2032) 5.5% Base Year for Estimation 2022 Historic Period 2016-2022 Forecast Period 2023-2032 Report Coverage Revenue Forecast, Market Dynamics, COVID-19 Impact, Competitive Landscape, Recent Developments Segments Covered Product Type: Rolled Paper Towels, Folded Paper Towels Types; Material: Virgin, Recycled, Bamboo; End-User: Residential, Commercial, Distribution Channel: Online Platforms, Offline Stores, Regional Analysis North America: The US and Canada, Europe: Germany, France, The UK, Italy, Spain, Russia & CIS, and the Rest of Europe, APAC: China, Japan, South Korea, India, ASEAN, and the Rest of APAC, Latin America: Brazil, Mexico, and Rest of Latin America, Middle East & Africa: GCC, South Africa, United Arab Emirates, and Rest of Middle East & Africa. Competitive Landscape Procter & Gamble (P&G), Kimberly-Clark, Georgia-Pacific, SCA Group, Kruger Inc., Solaris Paper, Wausau Paper (part of SCA Group), Essity AB, Solaris Paper, Clearwater Paper Corporation, Soundview Paper Company., Other Key Players Customization Scope Customization for segments, region/country-level will be provided. Moreover, additional customization can be done based on the requirements. Purchase Options We have three licenses to opt for: Single User License, Multi-User license (Up to 5 Users), Corporate Use License (Unlimited User and Printable PDF) Frequently Asked Questions (FAQ)
What is the Paper Towel Market Size in the Year 2022?The Global Paper Towel Market size was USD 5.5 Billion in 2022, growing at a CAGR of 5.50%.
What is the CAGR of Paper Towel Market During the Forecast Period?The Global Paper Towel Market size is growing at a CAGR of 5.50% during the forecast period from 2023 to 2032.
What is the Paper Towel Market Size During the Forecast Period 2023-2032?The Global Paper Towel Market size is expected to be worth around USD 9.3 Billion by 2032 during the forecast period from 2023 to 2032.
- Procter & Gamble (P&G)
- Kimberly-Clark Corp.
- Georgia-Pacific LLC
- SCA Group
- Kruger Inc.
- Solaris Paper
- Wausau Paper (part of SCA Group)
- Essity Operations Mannheim GmbH
- Clearwater Paper Corporation
- Soundview Paper Company
- Hygieneprodukte GmbH
- WEPA Hygieneprodukte GmbH
- Seventh Generation Inc.
- Cascades Inc.
- American Specialties Inc.
- Other Key Players
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