info@marketresearchfuture.com   📞 +1 (855) 661-4441(US)   📞 +44 1720 412 167(UK)   📞 +91 2269738890(APAC)
Certified Global Research Member
Isomar 1 Iso 1
Key Questions Answered
  • Global Market Outlook
  • In-depth analysis of global and regional trends
  • Analyze and identify the major players in the market, their market share, key developments, etc.
  • To understand the capability of the major players based on products offered, financials, and strategies.
  • Identify disrupting products, companies, and trends.
  • To identify opportunities in the market.
  • Analyze the key challenges in the market.
  • Analyze the regional penetration of players, products, and services in the market.
  • Comparison of major players financial performance.
  • Evaluate strategies adopted by major players.
  • Recommendations
Why Choose Market Research Future?
  • Vigorous research methodologies for specific market.
  • Knowledge partners across the globe
  • Large network of partner consultants.
  • Ever-increasing/ Escalating data base with quarterly monitoring of various markets
  • Trusted by fortune 500 companies/startups/ universities/organizations
  • Large database of 5000+ markets reports.
  • Effective and prompt pre- and post-sales support.

Paper Towels Market Research Report Information By Product Type (Rolled and Folded), End-Use (Residential and Commercial & Institutional), Distribution Channel (Store-Based {Supermarkets & Hypermarkets, Convenience Stores and Others} and Non-Store-Based) and Region - Forecast till 2030


ID: MRFR/CR/8742-HCR | 128 Pages | Author: Snehal Singh| July 2025

Paper Towels Market Summary

As per MRFR Analysis, the global Paper Towels Market is projected to reach USD 8.95 billion by 2030, with a CAGR of 5.3% from 2022 to 2030. The surge in demand is driven by heightened hygiene awareness due to the COVID-19 pandemic, leading to increased consumption in both residential and commercial sectors. North America and Europe are the primary markets, with significant growth attributed to urbanization, rising disposable incomes, and the convenience of paper towels over alternatives. The pandemic has also led to stockpiling behaviors, further boosting demand. However, challenges such as counterfeit products have emerged during this period. Major players are ramping up production to meet the unprecedented demand, particularly in the US and Europe.

Key Market Trends & Highlights

The Paper Towels Market is experiencing significant growth driven by hygiene awareness and pandemic-related demand.

  • Market Size in 2022: USD 8.95 billion; projected CAGR: 5.3% until 2030.
  • North America dominated the market in 2019, driven by strong consumer preference.
  • Commercial & institutional segment expected to remain dominant due to wide applications.
  • Emerging startups like Who Gives a Crap, Inc. are witnessing increased sales.

Market Size & Forecast

Market Size: USD 8.95 Billion by 2030
CAGR: 5.3% from 2022 to 2030
Dominant Region: North America
Key Growth Drivers: Hygiene awareness, COVID-19 pandemic.

Major Players

American Specialties Inc. (US), Kimberly-Clark Corp. (US), The Procter & Gamble Company (Japan), Georgia-Pacific LLC (Taiwan), Kruger Inc. (US), Seventh Generation Inc. (US), The Kroger Co. (US), Mercury Paper, Inc. (US), WEPA Hygieneprodukte GmbH (Germany), Cascades Inc. (Canada)

The demand for paper towels is increasing owing to the rising awareness among consumers regarding hygiene etiquette. With the rising cases of infectious diseases, awareness regarding hygiene has increased, both in residential and commercial & institutional spaces across the globe. The convenience of use as compared to plastics and fabrics makes paper towels a more preferred option. Additionally, paper towels are biodegradable. However, their popularity can be witnessed only in the North American and European countries. Rapid urbanization, rising disposable incomes, improved standard of living, and consumer inclination towards the adoption of western cultures are some of the key factors that are expected to boost the growth of the paper towels market during the review period.


The outbreak of COVID-19 has resulted in an unprecedented demand for paper towels across the globe. Global lockdowns compelled people to stay at home and work remotely, which resulted in panic buying and stockpiling of paper towels, especially in the North American and European countries. Subsequently, the production of paper towels was hampered owing to the unavailability of raw materials amidst the lockdown restrictions and transportation woes. Manufacturers of paper towels in the US and many European countries are running manufacturing facilities day and night in multiple shifts to meet the surging demand for paper towels.


Market Synopsis


Global Paper Towels Market has witnessed exponential growth in the last couple of months. The outbreak of the COVID-19 pandemic has boosted the demand for paper towels. With lockdown restrictions and people staying at home, stockpiling and panic buying of paper towels has increased in the US and many European countries. With such unprecedented growth in demand for paper towels in the US, Kimberly-Clark Corporation, one of the prominent manufacturers of household equipment, started manufacturing paper towels 24 hours a day. Many startups are emerging up across the globe to bridge the demand and supply gap for paper towels. Companies such as Who Gives a Crap, Inc., and Bippy are some of the key startups that are experiencing an upsurge in sales of paper towels across the globe. Therefore, until the COVID-19 pandemic subsides, the high demand for paper towels is expected to remain consistent.


Market USP


Increasing awareness regarding personal hygiene, and the outbreak of the COVID-19 pandemic


Market Drivers




    • Increasing Awareness Regarding Personal Hygiene across the Globe



    • The Outbreak of the COVID-19 Pandemic: The outbreak of COVID-19 has been one of the key drivers for market growth. Product demand has increased in not only the commercial & institutional segment but also the residential segment.



    • Increasing Per Capita Disposable Income Coupled with Rapid Urbanization



    • Growth of the Organized Retail Sector in Developing Countries



    • The Advent of e-Commerce Platforms



Market Restraints




    • The Rising Number of Counterfeit Products Emerging during the COVID-19 Pandemic



Paper Towels Market Segmentation


By Product Type




    • Rolled: The rolled segment accounted for the largest market share in 2019, and it is projected to retain its dominance during the forecast period owing to the wide application of rolled paper towels across the residential and commercial & institutional sectors.





    • Folded



By End-Use




    • Residential





    • Commercial & Institutional: The commercial & institutional segment dominated the global paper towels market in 2019 and is further anticipated to remain dominant during the forecast period. Owing to the wide application of paper towels across the HoReCa segment, educational institutions, and recreational spaces, the segment is expected to remain dominant during the review period.



By Distribution Channel




    • Store-Based: The store-based segment dominated the paper towels market in 2019 and is further expected to remain dominant during the forecast period. The store-based segment has been further divided into supermarkets & hypermarkets, convenience stores, and others. The supermarkets & hypermarkets sub-segment dominates within the overall store-based distribution channel segment.





    • Non-Store-Based



By Region




    • North America: North America dominated the paper towels market in 2019, owing to the strong consumer preference for paper towels. Additionally, the presence of some of the key players specialized in the manufacture of paper towels in the US has made North America one of the key markets for paper towels. The unprecedented growth in the demand for paper towels owing to the COVID-19 outbreak is certainly going to boost the sales of paper towels in the region up to a certain extent.





    • Europe





    • Asia-Pacific: The Asia-Pacific market is projected to witness significant growth during the forecast period. An increase in the consumers’ purchasing power and the inclination towards western cultures, especially in the emerging economies, is likely to create opportunities for paper towels manufacturers in the region.





    • Rest of the World



Key Players





    • Kimberly-Clark Corp. (US)



    • The Procter & Gamble Company (Japan)



    • Georgia-Pacific LLC (Taiwan)



    • Kruger Inc. (US)



    • Seventh Generation Inc. (US)



    • The Kroger Co. (US)



    • Mercury Paper, Inc. (US)



    • WEPA Hygieneprodukte GmbH (Germany)



    • Cascades Inc. (Canada)


{"0"=>{"market_size"=>"USD 8.95 Billion"}, "1"=>{"cagr"=>"5.3% (2022-2030)"}, "2"=>{"base_year"=>"2021"}, "3"=>{"forecast_period"=>"2022-2030"}, "4"=>{"historical_data"=>"2020"}, "5"=>{"forecast_units"=>" Value (USD Billion)"}, "6"=>{"report_coverage"=>"Revenue Forecast, Competitive Landscape, Growth Factors, and Trends"}, "7"=>{"segments_covered"=>"By Product Type, End-Use, Distribution Channel and Region"}, "8"=>{"geographies_covered"=>"North America, Europe, Asia-Pacific, and Rest of the World (RoW)"}, "9"=>{"key_vendors"=>"American Specialties, Inc. (US), Kimberly-Clark Corp. (US), The Procter & Gamble Company (Japan), Georgia-Pacific LLC (Taiwan),\r\nKruger Inc. (US), Seventh Generation Inc. (US), The Kroger Co. (US), Mercury Paper, Inc. (US), WEPA Hygieneprodukte GmbH (Germany), Cascades Inc. (Canada)\r\n"}, "10"=>{"key_market_opportunities"=>"The rising cases of infectious diseases *Awareness regarding hygiene has increased"}, "11"=>{"key_market_drivers"=>"Increasing Awareness Regarding Personal Hygiene across the Globe\r\n*The Outbreak of the COVID-19 Pandemic\r\n*Increasing Per Capita Disposable Income Coupled with Rapid Urbanization\r\n*Growth of the Organized Retail Sector in Developing Countries\r\n*The Advent of e-Commerce Platforms"}}

Frequently Asked Questions (FAQ) :

Global paper towels market is estimated to acquire a substantial market value by the end of 2030.

Global paper towels market is projected to grow at a CAGR of 5.3% by 2030.

The increasing awareness about personal hygiene, growing income, rapid urbanization are some of the essential market drivers of the global paper towels market.

The global paper towels market can be segmented based on product type, end-user, distribution channel, and region.

Kruger Inc. (US), Seventh Generation Inc. (US), American Specialties, Inc. (US), The Procter & Gamble Company (Japan), are some of the key players of the global paper towels market.

Comments

Leading companies partner with us for data-driven Insights.

clients

Kindly complete the form below to receive a free sample of this Report

We do not share your information with anyone. However, we may send you emails based on your report interest from time to time. You may contact us at any time to opt-out.

Tailored for You
  • Dedicated Research on any specifics segment or region.
  • Focused Research on specific players in the market.
  • Custom Report based only on your requirements.
  • Flexibility to add or subtract any chapter in the study.
  • Historic data from 2014 and forecasts outlook till 2040.
  • Flexibility of providing data/insights in formats (PDF, PPT, Excel).
  • Provide cross segmentation in applicable scenario/markets.
report-img