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市场调查报告书
商品编码
1886934
卫生纸市场规模、占有率、成长及全球产业分析:按类型、应用和地区划分的洞察,以及2024-2032年预测Bath & Toilet Tissue Market Size, Share, Growth and Global Industry Analysis By Type & Application, Regional Insights and Forecast to 2024-2032 |
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随着全球卫生意识的提高,消费者越来越重视高品质、便利且永续的卫生解决方案,全球卫生纸市场持续稳定成长。最新数据显示,2024年全球卫生纸市场规模预计将达316.4亿美元,2025年将增加至335.6亿美元,2032年将达535.3亿美元,预测期内复合年增长率(CAGR)为6.90%。随着人们逐渐适应后疫情时代的卫生习惯,卫生纸产品已成为家庭和商业环境中不可或缺的一部分。
亚太地区在2024年以29.42%的市占率领跑,主要得益于卫生意识的提高、都市化进程的加速以及中国、印度、印尼和越南等主要国家零售网路的扩张。宝洁、金佰利、Essity AB和乔治亚-太平洋等领先製造商不断透过环保纤维、超柔软质地和抗菌纸巾产品推动创新。这些进步正在吸引註重健康的消费者,并增强全球对高端纸巾产品的需求。
市场动态
市场驱动因素-旅游和旅馆业的成长推动产品需求
旅游和旅馆业的扩张是纸巾消费量成长的主要推动因素。饭店、餐厅、机场、度假村和娱乐场所需要不断补充卫生纸和卫生纸,尤其是在游客数量增加的情况下。根据联合国世界旅游组织(UNWTO)的数据,预计2023年第一季国际游客造访量将恢復至疫情前水准的80%,达到约2.35亿人次。这直接增加了全球住宿和餐饮服务业对包括卫生纸在内的卫生用品的需求。
市场限制因素-原物料价格上涨影响利润率
纸浆、化学品和运输成本的波动持续给製造商带来压力。不断上涨的生产和物流成本可能会转嫁给消费者,推高纸巾产品的价格,尤其是在发展中市场。这些成本压力可能会暂时限制市场扩张,因为製造商需要根据原物料市场的波动调整定价策略。
市场机会-消费者对永续纸巾产品的偏好日益增长
日益增强的环保意识正在推动对采用可快速再生材料(例如再生纤维和竹子)製成的环保型卫生纸和厕纸的需求成长。企业正日益采用可生物降解的包装和可再生材料。例如,2022 年 10 月,Kavu 推出了不含塑胶的竹製卫生纸,作为木浆纸的可持续替代品。此类创新为市场差异化和高端产品供应创造了新的机会。
市场趋势
加速线上零售与订阅模式转型
电子商务平台的激增正在改变人们购买日常用品的方式,包括卫生纸。线上零售商提供大包装、订阅、送货上门和价格比较等服务,提升了线上购物的便利性。个人化促销和定期购买选项正在促进线上销售的成长,尤其是在常用卫生用品方面。
依最终使用者划分
2024 年,商业领域引领市场,主要得益于办公室、饭店、大学、机场和医疗机构的高消费量。大宗采购和持续补货需求支撑了稳定的需求。
同时,随着消费者转向高端、香氛、低过敏性和多层卫生纸产品以满足日常卫生需求,预计住宅市场将以最快的速度成长。
依通路划分
超市和大型超市凭藉其便利的购买管道、丰富的产品选择、具有竞争力的价格和大包装选择,占了最大的市场占有率。
由于订阅模式、送货上门的便利性和数位化购物趋势,预计线上零售通路将实现最高的复合年增长率。
亚太地区-2024年市场领导者
亚太地区仍将是成长最快的地区,到2024年将达到93.1亿美元。可支配收入的成长和西式生活方式正在推动对标准和高端卫生纸产品的需求。零售连锁店的扩张和快速的城市化正在进一步推动市场长期成长。
北美
强劲的需求得益于永续发展措施和完善的零售生态系统。美国尤其受益于广泛的分销网络,包括超市、便利商店和数位平台,从而确保了充足的产品供应。
欧洲
该地区先进的纸巾生产基地和高标准的环保理念是其关键优势。例如,芬兰美特萨集团(Metsä Group)在芬兰投资1.15亿美元的现代化项目等投资,正在增强生产能力并扩大环保产品的供应。
南美洲、中东和非洲
巴西和海湾合作委员会(GCC)地区正在推动区域需求,这主要得益于不断增长的城市人口和蓬勃发展的酒店业,从而带动了纸巾消费。
The global bath & toilet tissue market continues to expand steadily as hygiene awareness grows and consumers increasingly prioritize high-quality, convenient, and sustainable hygiene solutions. According to the latest data, the global bath & toilet tissue market size was valued at USD 31.64 billion in 2024, is projected to rise to USD 33.56 billion in 2025, and is expected to reach USD 53.53 billion by 2032, reflecting a CAGR of 6.90% over the forecast period. As the world adapts to post-pandemic hygiene behaviors, toilet tissue products have become indispensable in both residential and commercial environments.
The Asia Pacific region led the market with a 29.42% share in 2024, supported by increasing hygiene awareness, urbanization, and expanding retail networks in major countries such as China, India, Indonesia, and Vietnam. Key manufacturers such as Procter & Gamble, Kimberly-Clark, Essity AB, and Georgia-Pacific continue to drive innovation through eco-friendly fibers, ultra-soft textures, and antibacterial tissue offerings. These advancements attract health-conscious consumers and reinforce the global demand for premium tissue products.
Market Dynamics
Market Driver - Hospitality & Tourism Growth Boosts Product Demand
The expansion of the tourism and hospitality industries significantly contributes to rising tissue consumption. Hotels, restaurants, airports, resorts, and entertainment venues require continuous replenishment of bath and toilet tissue, especially with increasing guest arrivals. According to the United Nations World Tourism Organization, international tourist arrivals in Q1 2023 recovered to 80% of pre-pandemic levels, reaching nearly 235 million travelers, which directly amplified demand for hygiene essentials, including toilet tissue, across global accommodation and food service sectors.
Market Restraint - Rising Raw Material Prices Impact Profit Margins
Fluctuations in pulp, chemicals, and transportation costs continue to pressure manufacturers. Higher production and logistics costs often lead to price increases, making tissue products more expensive for consumers, particularly in developing markets. These cost pressures may temporarily limit market expansion as manufacturers adjust pricing strategies in response to volatile raw material markets.
Market Opportunity - Rising Preference for Sustainable Tissue Products
Growing environmental consciousness is driving demand for eco-friendly bath & toilet tissue made from recycled fibers and fast-renewing raw materials such as bamboo. Companies are increasingly adopting biodegradable packaging and renewable materials. For example, in October 2022, Caboo launched plastic-free bamboo toilet paper as a sustainable alternative to tree-based tissues. Such innovations are creating new opportunities for market differentiation and premium product offerings.
Market Trends
Growing Shift Toward Online Retail and Subscription Models
The proliferation of e-commerce platforms is transforming how consumers purchase household staples, including toilet tissue. Online retailers offer bulk packs, subscriptions, home delivery, and price comparisons, making digital shopping highly convenient. Personalized promotions and recurring purchase options contribute to rising online sales, particularly for high-usage hygiene items.
By End-User
The commercial segment dominated the market in 2024, driven by high consumption in offices, hotels, universities, airports, and healthcare facilities. Bulk purchasing and continuous replenishment requirements sustain steady demand.
The residential segment is forecasted to grow at the fastest pace as consumers shift toward premium, scented, hypoallergenic, and multi-ply products for daily hygiene needs.
By Distribution Channel
Supermarkets and hypermarkets held the largest share as they offer easy accessibility, wide product ranges, competitive pricing, and bulk packaging options.
The online retail segment is expected to witness the highest CAGR due to subscription-based models, doorstep delivery convenience, and digital shopping trends.
Asia Pacific - Market Leader in 2024
With a market value of USD 9.31 billion in 2024, Asia Pacific remains the fastest-growing region. Rising disposable incomes and Western lifestyle influences have increased demand for both regular and premium toilet tissue products. Expanding retail chains and rapid urbanization further support long-term market growth.
North America
Sustainability initiatives and a well-developed retail ecosystem support strong demand. The U.S. in particular benefits from extensive product availability across supermarkets, convenience stores, and digital platforms.
Europe
The region benefits from an advanced tissue manufacturing base and strong sustainability standards. Investments such as Metsa Group's USD 115 million modernization project in Finland strengthen manufacturing capabilities and expand eco-friendly product availability.
South America & Middle East & Africa
Growing urban populations and expanding hospitality sectors are increasing tissue consumption, with Brazil and GCC countries driving regional demand.
Conclusion
With the market increasing from USD 31.64 billion in 2024 to USD 33.56 billion in 2025, and projected to reach USD 53.53 billion by 2032, the bath & toilet tissue industry is positioned for sustained global growth. Rising hygiene awareness, premium innovations, sustainable product development, and online retail expansion will continue to shape market evolution throughout the forecast period.
Segmentation By End-user
By Distribution Channel
By Region