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市场调查报告书
商品编码
1945902

纸巾市场 - 全球产业规模、份额、趋势、机会及预测（按产品类型、应用、分销管道、地区和竞争格局划分，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个工作天内

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简介目录

全球纸巾市场预计将从 2025 年的 383.3 亿美元成长到 2031 年的 462.5 亿美元，年复合成长率为 3.18%。

这些由原生或再生木浆製成的吸水性一次性纸製品，在住宅和商业环境的清洁和卫生管理中发挥着至关重要的作用。全球健康意识的提高和酒店业的持续復苏是推动其成长的关键因素，这都提升了对一次性卫生用品的需求。此外，开发中国家的快速都市化也促使消费者更偏好便利的一次性卫生用品。欧洲造纸工业的数据也印证了这种市场韧性，该机构报告称，到2024年，成员国的卫生纸产量将增加5.6%。

市场概览
预测期 2027-2031
市场规模：2025年 383.3亿美元
市场规模：2031年 462.5亿美元
复合年增长率：2026-2031年 3.18%
成长最快的细分市场 在线的
最大的市场 北美洲

儘管存在这些积极趋势，但由于原材料和能源成本的波动，市场仍面临严峻挑战。由于纸巾生产是能源密集产业，且依赖全球纸浆供应，这些投入品的价格波动会对营运成本产生重大影响。这些波动会威胁製造商的利润率，并限制其有效拓展市场的能力。

市场驱动因素

饭店和餐饮服务业的显着成长是全球纸巾市场的主要驱动力。随着旅行和外出用餐活动的恢復，饭店、餐厅和其他场所正致力于提供高品质的卫生用品，以满足消费者日益增长的卫生需求。这种外出活动的恢復促使一次性毛巾、餐巾纸和卫生纸的商业采购量增加，以确保严格的卫生标准。 Essity 于 2025 年 3 月发布的 2024 年年度报告印证了这项復苏带来的经济影响。该报告显示，该公司利润创下 203 亿瑞典克朗（SEK）的历史新高，主要得益于公司专业卫生用品部门强劲的内部成长和有利的定价策略。

同时，消费者对永续和环保产品的需求日益增长，正在改变生产重心和供应链管理模式。无论是个人消费者还是机构买家，都更倾向于选择再生纤维纸巾和竹子等替代材料，这促使製造商将资源投入脱碳和负责任的采购中。例如，Sofidel公司在2025年4月宣布，已实现环境转型目标，2024年温室气体排放量较2018年排放了19.5%。为了支持这项生产转型，美国森林和纸业协会在2025年指出，美国造纸业的设备效率已提升，2024年运转率率达87.5%。

市场挑战

能源和原材料价格波动是全球纸巾市场成长的一大障碍。纸巾生产是能源密集产业，且高度依赖木浆，因此该产业极易受到这些关键资源价格波动的影响。公用事业和采购成本的不可预测上涨会导致生产成本上升，大幅压缩利润空间。这种财务上的不确定性迫使企业将原本用于创新和扩张的资金转移到营运需求上，从而抑制了长期投资，并因价格波动而降低了市场竞争力。

近期行业数据显示，这些成本负担对财务表现产生了负面影响。中国造纸工业协会报告称，2024年造纸业总收入保持强劲，但总利润较去年同期下降2.71%。盈利的下降表明，投入成本上升和经济不确定性正在削弱製造商的财务稳定性，最终限制了其推动市场发展和维持成长势头的能力。

市场趋势

随着高品质自有品牌产品的扩张，竞争格局正在改变。零售商正专注于高端自有品牌产品，以与全国性品牌竞争。大型零售商不再只依赖低价策略，而是与契约製造合作，开发柔软度和吸水性更佳的先进纸巾产品，以吸引那些注重性价比、追求卓越性能的消费者。这种向高端自有品牌的转变，使零售商能够以更实惠的价格提供与全国性品牌媲美的品质，从而赢得市场份额。 Clearwater Paper于2024年8月发布的「2024财年第二季业绩报告」印证了这一成长趋势，报告显示，上半年零售纸巾销售量成长了4%，显示消费者对品牌专卖店有着强劲的支持。

同时，业界正经历着由先进的空气干燥（TAD）技术驱动的优质化趋势，该技术旨在提供更优异的性能，例如高蓬鬆度、蓬鬆度和吸水性。製造商正积极对其设备进行现代化改造，从传统的轻质干绉工艺转向结构化纸巾技术，以生产品质显着提升的超高端纸巾。这些升级对于在竞争激烈的市场中实现差异化至关重要，使製造商能够获得更高的价格，并满足当今消费者日益挑剔的偏好。这一趋势的一个显着例证是，维美德公司于2025年1月与欧文消费品公司达成协议，为其提供一条新的Advantage空气干燥造纸生产线，该生产线每年将新增7.5万吨超高端纸巾产能。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球纸巾市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 依产品类型（捲式毛巾、折迭毛巾、盒装毛巾、其他）
    • 按用途（住宅、商用）
    • 按分销管道（线下、线上）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章 亚太地区纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东和非洲纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美纸巾市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章 全球纸巾市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

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

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
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