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Global Paper Towel Market Size, Share, Analysis, Forecast: By Type: Rolled Paper Towels, Boxed Paper Towels, Multifold Paper Towels, Others; By End Use: Residential, Commercial; By Distribution Channel: Offline, Online; Regional Analysis; Market Dynamics: SWOT Analysis, Porter’s Five Forces Analysis; Competitive Landscape; 2024-2032
Global Paper Towel Market Outlook
The global paper towel market size was approximately USD 14.2 billion in 2023. The market is projected to grow at a CAGR of 5.2% between 2024 and 2032, reaching a value of USD 22.4 billion by 2032.
Key Trends in the Market
A paper towel is a sheet of thick, soft paper that can absorb liquid. It is made from woven fibres that have been creped and embossed for durability and absorbency. Paper towels are typically used as napkins for meals, to clean up spills, or to dry surfaces. They can rapidly and effectively absorb liquids and effectively remove dust and dirt.
- The paper towel market growth is being fuelled by growing hygiene and sanitation concerns. Paper towels are better than hand towels and sponges and are known to minimise germ growth and limit the spread of germs efficiently.
Research activities have demonstrated the efficacy of paper towels in ensuring optimal hand hygiene as compared to jet air dryers, which makes them a suitable option for commercial uses such as cafes, restaurants, and offices.
- The growing demand for convenience food and the expansion of small food trucks in several locations expand the demand for paper towels as they do not require maintenance and can be easily disposed.
- The rising focus towards sustainability is one of the key paper towel market trends. Key players are increasingly attempting to reduce waste and deforestation associated with single-use power towels by developing their eco-friendly and reusable counterparts using materials like bamboo and cotton. Moreover, leading companies are utilising recovered paper and recycled materials to manufacture paper towels and enhance their sustainability profiles.
- The development of paper towels with flexible strength, superior structure, and optimised fluid efficiencies to support customers in efficiently tackling cleaning tasks is anticipated to aid the market demand in the forecast period.
Market Analysis
Based on type, the paper towel market segmentation includes rolled paper towels, boxed paper towels, and multifold paper towels, among others. On the basis of end use, the market can be bifurcated into residential and commercial.
Based on distribution channel, the market can be divided into offline and online. The major regional markets for paper towel are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.
The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis. The report gives a detailed analysis of the following key players in the global paper towel market, covering their competitive landscape and latest developments like mergers, acquisitions, investments and expansion plans.
- Procter and Gamble Company
- Kimberly-Clark Corporation
- Cartiere Carrara SpA
- Metsa Group
- Essity AB
- C & S Paper Co., Ltd
- WEPA Hygieneprodukte GmbH
- Seventh Generation Inc.
- Queenex Hygiene Paper Manufacturing LLC
- Kruger Inc.
- Others
Market Share by Type
As per the paper towel market analysis, rolled paper towels are witnessing a healthy demand as they can easily clean spills and quickly and efficiently absorb liquids. These types of paper towels are more affordable than their boxed and multifold counterparts as they can be manufactured rapidly and eliminate processes like folding and cutting.
In addition, rolled paper tower dispensers are extensively used in high-traffic areas like stadiums, airports, food service establishments, and public restrooms, among others, to prevent cross-contamination.
Market Share by Region
North America represents a significant portion of the paper towel market share due to growing consumer demand for convenience food, supported by changing lifestyle patterns and increasing disposable incomes. The presence of several renowned paper towels manufacturers, such as Kruger Inc., Procter & Gamble Company, and others, as well as the easy availability of such towels on online channels, further aid the market growth in this region.
The Asia Pacific is also growing at a steady pace due to factors such as rapid urbanisation, growing disposable incomes, and evolving customer lifestyles.
Competitive Landscape
Procter and Gamble Company is a consumer care and wellness company founded in 1837 that is engaged in developing a range of household and personal care products under different brands. The company aims to develop superior-quality products with a sustainable approach.
Kruger, Inc., headquartered in Montreal, Canada, is a market leader in paper and paper-based products. The company offers high-quality tissues for domestic, industrial, and commercial use under brands including Bonterra, Cashmere, Purex, and others.
Kimberly-Clark Corporation is a pioneer power towel company, founded in 1872. Viva and Scott are its major two brands engaged in the production of single- and multi-surface paper towels.
Other players operating in the global paper towel market include Cartiere Carrara SpA, Metsa Group, Essity AB, C & S Paper Co., Ltd, WEPA Hygieneprodukte GmbH, Seventh Generation Inc., and Queenex Hygiene Paper Manufacturing LLC, among others.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by End Use |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
6.1 Global
6.2 Regional
7 Opportunities and Challenges in the Market
8 Global Paper Towel Market Analysis
8.1 Key Industry Highlights
8.2 Global Paper Towel Historical Market (2018-2023)
8.3 Global Paper Towel Market Forecast (2024-2032)
8.4 Global Paper Towel Market by Type
8.4.1 Rolled Paper Towels
8.4.1.1 Historical Trend (2018-2023)
8.4.1.2 Forecast Trend (2024-2032)
8.4.2 Boxed Paper Towels
8.4.2.1 Historical Trend (2018-2023)
8.4.2.2 Forecast Trend (2024-2032)
8.4.3 Multifold Paper Towels
8.4.3.1 Historical Trend (2018-2023)
8.4.3.2 Forecast Trend (2024-2032)
8.4.4 Others
8.5 Global Paper Towel Market by End Use
8.5.1 Residential
8.5.1.1 Historical Trend (2018-2023)
8.5.1.2 Forecast Trend (2024-2032)
8.5.2 Commercial
8.5.2.1 Historical Trend (2018-2023)
8.5.2.2 Forecast Trend (2024-2032)
8.6 Global Paper Towel Market by Distribution Channel
8.6.1 Offline
8.6.1.1 Historical Trend (2018-2023)
8.6.1.2 Forecast Trend (2024-2032)
8.6.2 Online
8.6.2.1 Historical Trend (2018-2023)
8.6.2.2 Forecast Trend (2024-2032)
8.7 Global Paper Towel Market by Region
8.7.1 North America
8.7.1.1 Historical Trend (2018-2023)
8.7.1.2 Forecast Trend (2024-2032)
8.7.2 Europe
8.7.2.1 Historical Trend (2018-2023)
8.7.2.2 Forecast Trend (2024-2032)
8.7.3 Asia Pacific
8.7.3.1 Historical Trend (2018-2023)
8.7.3.2 Forecast Trend (2024-2032)
8.7.4 Latin America
8.7.4.1 Historical Trend (2018-2023)
8.7.4.2 Forecast Trend (2024-2032)
8.7.5 Middle East and Africa
8.7.5.1 Historical Trend (2018-2023)
8.7.5.2 Forecast Trend (2024-2032)
9 North America Paper Towel Market Analysis
9.1 United States of America
9.1.1 Historical Trend (2018-2023)
9.1.2 Forecast Trend (2024-2032)
9.2 Canada
9.2.1 Historical Trend (2018-2023)
9.2.2 Forecast Trend (2024-2032)
10 Europe Paper Towel Market Analysis
10.1 United Kingdom
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Germany
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
10.3 France
10.3.1 Historical Trend (2018-2023)
10.3.2 Forecast Trend (2024-2032)
10.4 Italy
10.4.1 Historical Trend (2018-2023)
10.4.2 Forecast Trend (2024-2032)
10.5 Others
11 Asia Pacific Paper Towel Market Analysis
11.1 China
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Japan
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 India
11.3.1 Historical Trend (2018-2023)
11.3.2 Forecast Trend (2024-2032)
11.4 ASEAN
11.4.1 Historical Trend (2018-2023)
11.4.2 Forecast Trend (2024-2032)
11.5 Australia
11.5.1 Historical Trend (2018-2023)
11.5.2 Forecast Trend (2024-2032)
11.6 Others
12 Latin America Paper Towel Market Analysis
12.1 Brazil
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Argentina
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Mexico
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Others
13 Middle East and Africa Paper Towel Market Analysis
13.1 Saudi Arabia
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 United Arab Emirates
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Nigeria
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 South Africa
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Others
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators for Demand
14.4 Key Indicators for Price
15 Competitive Landscape
15.1 Market Structure
15.2 Company Profiles
15.2.1 Procter and Gamble Company
15.2.1.1 Company Overview
15.2.1.2 Product Portfolio
15.2.1.3 Demographic Reach and Achievements
15.2.1.4 Certifications
15.2.2 Kimberly-Clark Corporation
15.2.2.1 Company Overview
15.2.2.2 Product Portfolio
15.2.2.3 Demographic Reach and Achievements
15.2.2.4 Certifications
15.2.3 Cartiere Carrara SpA
15.2.3.1 Company Overview
15.2.3.2 Product Portfolio
15.2.3.3 Demographic Reach and Achievements
15.2.3.4 Certifications
15.2.4 Metsa Group
15.2.4.1 Company Overview
15.2.4.2 Product Portfolio
15.2.4.3 Demographic Reach and Achievements
15.2.4.4 Certifications
15.2.5 Essity AB
15.2.5.1 Company Overview
15.2.5.2 Product Portfolio
15.2.5.3 Demographic Reach and Achievements
15.2.5.4 Certifications
15.2.6 C & S Paper Co., Ltd
15.2.6.1 Company Overview
15.2.6.2 Product Portfolio
15.2.6.3 Demographic Reach and Achievements
15.2.6.4 Certifications
15.2.7 WEPA Hygieneprodukte GmbH
15.2.7.1 Company Overview
15.2.7.2 Product Portfolio
15.2.7.3 Demographic Reach and Achievements
15.2.7.4 Certifications
15.2.8 Seventh Generation Inc.
15.2.8.1 Company Overview
15.2.8.2 Product Portfolio
15.2.8.3 Demographic Reach and Achievements
15.2.8.4 Certifications
15.2.9 Queenex Hygiene Paper Manufacturing LLC
15.2.9.1 Company Overview
15.2.9.2 Product Portfolio
15.2.9.3 Demographic Reach and Achievements
15.2.9.4 Certifications
15.2.10 Kruger Inc.
15.2.10.1 Company Overview
15.2.10.2 Product Portfolio
15.2.10.3 Demographic Reach and Achievements
15.2.10.4 Certifications
15.2.11 Others
16 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Paper Towel Market: Key Industry Highlights, 2018 and 2032
2. Global Paper Towel Historical Market: Breakup by Type (USD Billion), 2018-2023
3. Global Paper Towel Market Forecast: Breakup by Type (USD Billion), 2024-2032
4. Global Paper Towel Historical Market: Breakup by End Use (USD Billion), 2018-2023
5. Global Paper Towel Market Forecast: Breakup by End Use (USD Billion), 2024-2032
6. Global Paper Towel Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
7. Global Paper Towel Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
8. Global Paper Towel Historical Market: Breakup by Region (USD Billion), 2018-2023
9. Global Paper Towel Market Forecast: Breakup by Region (USD Billion), 2024-2032
10. North Paper Towel Market Historical Market: Breakup by Country (USD Billion), 2018-2023
11. North America Paper Towel Market Forecast: Breakup by Country (USD Billion), 2024-2032
12. Europe Paper Towel Market Historical Market: Breakup by Country (USD Billion), 2018-2023
13. Europe Paper Towel Market Forecast: Breakup by Country (USD Billion), 2024-2032
14. Asia Pacific Paper Towel Market Historical Market: Breakup by Country (USD Billion), 2018-2023
15. Asia Pacific Paper Towel Market Forecast: Breakup by Country (USD Billion), 2024-2032
16. Latin America Paper Towel Market Historical Market: Breakup by Country (USD Billion), 2018-2023
17. Latin America Paper Towel Market Forecast: Breakup by Country (USD Billion), 2024-2032
18. Middle East and Africa Paper Towel Market Historical Market: Breakup by Country (USD Billion), 2018-2023
19. Middle East and Africa Paper Towel Market Forecast: Breakup by Country (USD Billion), 2024-2032
20. Global Paper Towel Market Structure
Key Questions Answered in the Report
In 2023, the market reached an approximate value of USD 14.2 billion.
The market is assessed to grow at a CAGR of 5.2% between 2024 and 2032.
The market is estimated to witness a healthy growth in the forecast period of 2024-2032 to reach USD 22.4 billion by 2032.
The market is being driven by consumer awareness towards hygiene and sanitation, the rising demand for convenience meals, and the rising use of paper towels in food joints.
The key trends aiding the market expansion include the growing applications of paper towels in the residential and commercial sectors, the development of innovative paper towels, and surging attempts to enhance the sustainability profile of paper towels.
The major regions in the market are North America, Latin America, the Middle East and Africa, Europe, and the Asia Pacific.
The major distribution channels in the market include offline and online.
The major players in the market include Procter and Gamble Company, Kimberly-Clark Corporation, Cartiere Carrara SpA, Metsa Group, Essity AB, C & S Paper Co., Ltd, WEPA Hygieneprodukte GmbH, Seventh Generation Inc., Queenex Hygiene Paper Manufacturing LLC, and Kruger Inc., among others.
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