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Household Paper Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global household paper products market was valued at USD 156.0 billion in 2022 and is projected to register a CAGR of 4.5% from 2023 to 2030. Growing environmental concerns and the rising awareness about the use of sustainable products are the major factors driving the market. Paper products are made from natural fibers, which can be recycled efficiently. The rising consumption of paper products, including paper towels, tissue paper, and toilet paper, is increasing the demand for household paper products from the consumer end. Furthermore, the rising demand for kitchen paper towels and facial tissues is expected to drive the market over the forecast period.
The growing popularity of facial tissue paper and toilet paper among the end-user population is anticipated to drive the growth of the market. In addition, growing awareness regarding the availability of these products, along with their convenience, is expected to fuel the demand for household paper products. Moreover, the growing demand for paper towels, as a substitute for clothes, is expected to drive the market. Furthermore, manufacturers are introducing innovative products to cater to the increasing demand from the end-user segment. For instance, in October 2021, Georgia-Pacific introduced Quilted Northern Ultra Soft & Strong, a line of premium two-ply bathroom tissue that is claimed to be softer, stronger, and more absorbent than ever before.
The growing retail sector, along with the development of organized retail stores, is anticipated to propel the demand for household paper products. Furthermore, the increasing number of online retail stores is expected to fuel the product demand. For instance, in April 2021, Amazon launched Amazon Prime subscription, which offers free delivery on thousands of household paper products. This strategy is expected to attract a large number of customers and increase the demand for household paper products.
On the other hand, fluctuations in raw material prices are anticipated to hamper the market growth. The rising cost of manufacturing is the major factor restraining the market growth. Furthermore, the increasing trend of the use of alternatives such as microfiber towels and wipes is expected to challenge the growth of the market.
Product Insights
The paper towels segment held the majority of the market share in 2022 and is anticipated to expand at a CAGR of 3.3% during the forecast period. Growing awareness regarding hygiene and cleanliness, along with increasing use of disposable paper towels in the hospitality sector, are some of the key factors driving the growth of the segment. According to an article published by Clinical Microbiology Reviews, in February 2017, paper towels are the preferred choice for drying hands, as it can reduce the microbial load on hands by 45-60%, as compared to air dryers.
The facial tissue segment is anticipated to witness a lucrative growth over the forecast period. Rising trend of facial tissue usage in public places such as airports, educational institutes, and shopping malls, is expected to have a positive impact on the market growth. In addition, the increasing demand for facial tissues, due to rising awareness among customers regarding the use of facial tissues to prevent the spread of germs, is expected to boost the segment growth.
Distribution Channel Insights
The supermarkets and hypermarkets segment captured the major share of over 43.0% in 2022. Supermarkets & hypermarkets are the primary sources of household paper products. These stores offer a wide variety of products, including toilet paper, paper towels, tissues, and napkins. According to a report by FoodMBA.com in 2020, households prefer to buy household paper products from supermarkets and hypermarkets due to the wide variety of products offered and convenience of buying in one place. Moreover, promotional activities and discounts offered by supermarkets & hypermarkets attract more customers.
The online segment is anticipated to expand at the highest CAGR of 13.2% over the forecast period. The emergence of online retailing has made it easier for consumers to purchase household paper products from the comfort of their homes. Online platforms provide convenience, variety, and discounts, which is driving the growth of the online segment. In addition, online platforms offer a wide range of products, price comparisons, and customer reviews, which helps customers make informed purchase decisions. Companies are also focusing on improving their online presence and launching new products to cater to the needs of the customers.
Type Insights
The kitchen paper segment held the largest revenue share of 39.5% in 2020. This can be attributed to the increasing demand for kitchen towels, facial tissues, and napkins amid the COVID-19 pandemic. The increasing demand for hygiene products, such as kitchen paper, owing to the need for frequent hand-washing and cleaning are driving the market. The increasing trend of using kitchen paper for dusting, wiping, and cleaning has led to the growth of this segment.
The toilet paper segment is expected to register the highest CAGR of 6.6% over the forecast period. The increasing demand for toilet paper as a result of rising population, increase in consumer awareness regarding hygiene, and rising disposable income are driving the market. Furthermore, the rapid urbanization and changing lifestyle of consumers are also driving the demand for toilet paper. Furthermore, the availability of new and innovative products in the market, such as recycled toilet paper and organic toilet paper, is anticipated to drive the segment in the forecast period.
Regional Insights
North America dominates the global household paper products market and is expected to maintain its market position over the forecast period. The presence of large multinational companies based in the region is a major factor driving the regional market. Growing consumer awareness about the environment and the use of renewable resources for the production of household paper products is likely to bolster the regional market growth.
Europe is the second-largest market in the global household paper products market and is expected to maintain its market share over the forecast period. Increasing consumer preference for eco-friendly and biodegradable paper products is driving the regional market growth. Furthermore, the presence of major paper manufacturers such as UPM, Stora Enso, and Sappi in the region is a key factor contributing to the regional market growth.
Asia Pacific is expected to witness a steady growth in the coming years. Government initiatives in the region to promote the use of paper products is likely to create lucrative opportunities for the market players. For instance, in March 2021, the Government of India launched the National Resource Efficiency Programme to promote the use of recycled and eco-friendly paper products.
Financial Projections
In this part of the Household Paper Products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your Household Paper Products business. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main source of revenues for a Household Paper Products business comes from the sale of paper products such as tissue paper, paper towels, toilet paper, napkins, paper plates, and more. Other possible sources of profit include the sale of related products such as cleaning supplies, as well as the sale of promotional items and advertising.
Projecting Expenses
In this section, all the regular expenses related to keeping the Household Paper Products business running will be described. The list of operating expenses includes wages, rent, utilities, advertising, legal fees, taxes, insurance policies, and others.
Key companies & market share insights
Some of the key companies operating in the household paper products market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In June 2022, Kimberly-Clark Corporation launched a line of recycled paper towels.
– In August 2022, Georgia-Pacific Corporation launched a line of paper plates made with renewable and sustainable materials.
– In October 2022, Procter & Gamble Co. launched a line of bamboo-based paper towels.
Some of the prominent players in the household paper products market include:
– Procter & Gamble Co.
– Georgia-Pacific Corporation
– Kimberly-Clark Corporation
– Unicharm Corporation
– Svenska Cellulosa Aktiebolaget
– SCA Hygiene Products AB
– Metsa Group
– International Paper Company
– UPM-Kymmene Corporation
– Andritz AG
Global Household Paper Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global household paper products market based on product, material, distribution channel, and region:
1. Product Outlook (Revenue, USD Million, 2017 – 2030)
– Facial Tissue
– Toilet Paper
– Paper Towels
– Napkins
– Others
2. Material Outlook (Revenue, USD Million, 2017 – 2030)
– Recycled
– Virgin
3. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Others
4. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What is the potential of Household Paper Products?
[A]: Household paper products are expected to experience robust growth over the forecast period, with the increasing demand for convenience and hygiene in households driving product innovation. The rising trend of online shopping is also contributing to the market’s growth. Manufacturers are introducing new products with innovative features and designs to attract consumers, such as biodegradable products, disposable items, and others.
[Q]: Who are the Key Players in the Household Paper Products Market?
[A]: Key players in the household paper products market include Georgia-Pacific LLC, Procter & Gamble Co., Kimberly-Clark Corporation, Cascades Inc., S.C.A., Metsa Group, and others.
[Q]: What are the Factors Driving the Household Paper Products Market?
[A]: Factors driving the market growth include the increasing population, rising standards of living, growing awareness about hygiene, and increasing demand for convenience. The growing demand for paper-based packaging is also expected to drive the market.
[Q]: What are the Opportunities for Growth in the Household Paper Products Market?
[A]: There are numerous opportunities for growth in the household paper products market due to its increasing applications in the food & beverage, healthcare, and personal care industries. Additionally, manufacturers are focusing on introducing innovative products to strengthen their market presence.
[Q]: Which Region Offers the Largest Opportunity for Sales of Household Paper Products?
[A]: Asia Pacific is expected to offer the largest revenue opportunities for household paper products, with the region’s large population and rising disposable income being the major drivers.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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