May 10, 2025
IndexBox has just published a new report: Asia - Toilet Or Facial Tissue Stock, Towel And Similar Paper - Market Analysis, Forecast, Size, Trends and Insights.
Driven by increasing demand in Asia, the market for toilet, facial tissue, towel, and similar paper products is projected to see steady growth with a CAGR of +1.7% in volume and +2.7% in value from 2024 to 2035. By the end of 2035, the market is expected to reach a volume of 42M tons and a value of $62.4B.
Market Forecast
Driven by increasing demand for toilet or facial tissue stock, towel and similar paper in Asia, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +1.7% for the period from 2024 to 2035, which is projected to bring the market volume to 42M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +2.7% for the period from 2024 to 2035, which is projected to bring the market value to $62.4B (in nominal wholesale prices) by the end of 2035.
Consumption
Asia's Consumption of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, approx. 34M tons of toilet or facial tissue stock, towel and similar paper were consumed in Asia; approximately reflecting 2023. The total consumption volume increased at an average annual rate of +2.8% over the period from 2013 to 2024; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded in certain years. The pace of growth was the most pronounced in 2017 when the consumption volume increased by 7.2% against the previous year. Over the period under review, consumption attained the maximum volume in 2024 and is likely to see steady growth in the near future.
The value of the tissue paper market in Asia dropped to $46.3B in 2024, declining by -4.3% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +1.5% over the period from 2013 to 2024; the trend pattern remained consistent, with somewhat noticeable fluctuations being observed in certain years. As a result, consumption attained the peak level of $52.4B. From 2021 to 2024, the growth of the market remained at a lower figure.
Consumption By Country
China (15M tons) constituted the country with the largest volume of tissue paper consumption, comprising approx. 42% of total volume. Moreover, tissue paper consumption in China exceeded the figures recorded by the second-largest consumer, India (5.8M tons), twofold. Pakistan (3M tons) ranked third in terms of total consumption with an 8.6% share.
From 2013 to 2024, the average annual growth rate of volume in China amounted to +2.5%. In the other countries, the average annual rates were as follows: India (+4.7% per year) and Pakistan (+3.0% per year).
In value terms, China ($16.9B) led the market, alone. The second position in the ranking was taken by Japan ($7.7B). It was followed by India.
From 2013 to 2024, the average annual rate of growth in terms of value in China was relatively modest. The remaining consuming countries recorded the following average annual rates of market growth: Japan (+0.3% per year) and India (+5.1% per year).
The countries with the highest levels of tissue paper per capita consumption in 2024 were Japan (23 kg per person), Pakistan (12 kg per person) and Iran (12 kg per person).
From 2013 to 2024, the biggest increases were recorded for India (with a CAGR of +3.7%), while consumption for the other leaders experienced more modest paces of growth.
Production
Asia's Production of Toilet or Facial Tissue Stock, Towel and Similar Paper
For the twelfth consecutive year, Asia recorded growth in production of toilet or facial tissue stock, towel and similar paper, which increased by 0.8% to 35M tons in 2024. The total output volume increased at an average annual rate of +2.8% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The growth pace was the most rapid in 2017 when the production volume increased by 7.1% against the previous year. Over the period under review, production reached the maximum volume in 2024 and is likely to continue growth in years to come.
In value terms, tissue paper production fell to $46.5B in 2024 estimated in export price. The total output value increased at an average annual rate of +1.3% from 2013 to 2024; however, the trend pattern remained relatively stable, with somewhat noticeable fluctuations being observed throughout the analyzed period. The most prominent rate of growth was recorded in 2020 when the production volume increased by 10% against the previous year. As a result, production reached the peak level of $53.1B. From 2021 to 2024, production growth remained at a somewhat lower figure.
Production By Country
The country with the largest volume of tissue paper production was China (15M tons), accounting for 42% of total volume. Moreover, tissue paper production in China exceeded the figures recorded by the second-largest producer, India (5.8M tons), threefold. Pakistan (2.9M tons) ranked third in terms of total production with an 8.4% share.
From 2013 to 2024, the average annual rate of growth in terms of volume in China stood at +2.6%. The remaining producing countries recorded the following average annual rates of production growth: India (+4.7% per year) and Pakistan (+3.0% per year).
Imports
Asia's Imports of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, after two years of growth, there was significant decline in supplies from abroad of toilet or facial tissue stock, towel and similar paper, when their volume decreased by -5.3% to 881K tons. Total imports indicated a noticeable increase from 2013 to 2024: its volume increased at an average annual rate of +4.8% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2022 with an increase of 19%. Over the period under review, imports hit record highs at 930K tons in 2023, and then contracted in the following year.
In value terms, tissue paper imports reduced to $1.1B in 2024. Total imports indicated notable growth from 2013 to 2024: its value increased at an average annual rate of +4.5% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, imports decreased by -15.3% against 2022 indices. The pace of growth appeared the most rapid in 2022 when imports increased by 45%. As a result, imports attained the peak of $1.3B. From 2023 to 2024, the growth of imports failed to regain momentum.
Imports By Country
In 2024, South Korea (120K tons), Malaysia (94K tons), Taiwan (Chinese) (74K tons), the Philippines (68K tons), Saudi Arabia (60K tons), Iraq (51K tons), Israel (47K tons), Thailand (41K tons) and China (35K tons) was the largest importer of toilet or facial tissue stock, towel and similar paper in Asia, achieving 67% of total import. The United Arab Emirates (28K tons) took a minor share of total imports.
From 2013 to 2024, the most notable rate of growth in terms of purchases, amongst the leading importing countries, was attained by Iraq (with a CAGR of +26.0%), while imports for the other leaders experienced more modest paces of growth.
In value terms, the largest tissue paper importing markets in Asia were South Korea ($145M), Malaysia ($101M) and Taiwan (Chinese) ($86M), with a combined 29% share of total imports. The Philippines, Iraq, Saudi Arabia, Israel, Thailand, China and the United Arab Emirates lagged somewhat behind, together accounting for a further 38%.
Iraq, with a CAGR of +29.4%, recorded the highest growth rate of the value of imports, among the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.
Import Prices By Country
In 2024, the import price in Asia amounted to $1,288 per ton, with a decrease of -8% against the previous year. In general, the import price continues to indicate a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 an increase of 22% against the previous year. As a result, import price reached the peak level of $1,481 per ton. From 2023 to 2024, the import prices remained at a somewhat lower figure.
Average prices varied somewhat amongst the major importing countries. In 2024, major importing countries recorded the following prices: in Israel ($1,491 per ton) and Iraq ($1,434 per ton), while Malaysia ($1,067 per ton) and China ($1,098 per ton) were amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Iraq (+2.6%), while the other leaders experienced more modest paces of growth.
Exports
Asia's Exports of Toilet or Facial Tissue Stock, Towel and Similar Paper
In 2024, after two years of growth, there was significant decline in overseas shipments of toilet or facial tissue stock, towel and similar paper, when their volume decreased by -9.2% to 1.6M tons. Total exports indicated resilient growth from 2013 to 2024: its volume increased at an average annual rate of +5.5% over the last eleven years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, exports increased by +34.2% against 2021 indices. The growth pace was the most rapid in 2022 when exports increased by 24% against the previous year. Over the period under review, the exports hit record highs at 1.8M tons in 2023, and then dropped in the following year.
In value terms, tissue paper exports shrank notably to $1.9B in 2024. Total exports indicated a measured increase from 2013 to 2024: its value increased at an average annual rate of +4.5% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth was the most pronounced in 2022 with an increase of 54% against the previous year. Over the period under review, the exports attained the maximum at $2.3B in 2023, and then dropped sharply in the following year.
Exports By Country
The biggest shipments were from Turkey (500K tons), Indonesia (421K tons) and China (399K tons), together recording 80% of total export. It was distantly followed by the United Arab Emirates (106K tons), creating a 6.5% share of total exports. Vietnam (68K tons), Jordan (33K tons) and India (29K tons) followed a long way behind the leaders.
From 2013 to 2024, the biggest increases were recorded for Turkey (with a CAGR of +10.0%), while shipments for the other leaders experienced more modest paces of growth.
In value terms, Turkey ($616M), China ($437M) and Indonesia ($358M) were the countries with the highest levels of exports in 2024, with a combined 74% share of total exports.
In terms of the main exporting countries, Turkey, with a CAGR of +10.1%, saw the highest growth rate of the value of exports, over the period under review, while shipments for the other leaders experienced more modest paces of growth.
Export Prices By Country
In 2024, the export price in Asia amounted to $1,163 per ton, waning by -7.1% against the previous year. Over the period under review, the export price continues to indicate a slight decline. The most prominent rate of growth was recorded in 2022 an increase of 24%. As a result, the export price reached the peak level of $1,364 per ton. From 2023 to 2024, the export prices remained at a lower figure.
There were significant differences in the average prices amongst the major exporting countries. In 2024, amid the top suppliers, the country with the highest price was Jordan ($1,646 per ton), while Indonesia ($850 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Jordan (+2.2%), while the other leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
