Household Paper Market Size, Share & Trends Analysis Report By Type (Paper Towels, Kitchen Rolls, Table Napkins), By Distribution Channel (Offline, Online), By Region, And Segment Forecasts, 2022 - 2028

Report Overview

The global household paper market size was valued at USD 42.27 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 3.9% from 2022 to 2028. This can be credited to the increasing awareness regarding hygiene and cleanliness among people. Rising health consciousness among consumers regarding infectious allergies and diseases has been a major boosting factor for the industry’s growth. The market has shown significant growth over the last few years owing to increased concerns about cleanliness and hygiene. Additionally, increasing advertence amongst the health-conscious consumers generates an opportunity over the forecast period. Also increased focus on disposable garbage, safe storage of food, and cleanliness of sanitary are some of the prime factors for the growth of household paper products. 

The COVID-19 pandemic positively impacted the market owing to the spread of the coronavirus. The demand for household paper gained sudden traction due to the rise in consumption among the people who consider it safer to use during the pandemic due to increased awareness about personal cleanliness and sanitization. Besides, rising awareness about personal hygiene and health due to the spread of the COVID-19 virus is also projected to propel the growth of this market in the coming years.

The growing inclination of consumers towards eco-friendly and biodegradable household paper products is propelling the market expansion over the forecast period. Increasing disposable income of the middle-class population and rapid urbanization led to substantial infrastructural developments resulting in the increase in demand for household paper products in future years. Furthermore, an increase in demand for sustainable and eco-friendly household paper products is expected to generate more opportunities in this industry, thus significantly stimulating the growth of the household paper market in the coming years.

Increasing investments by the market players to introduce new eco-friendly household paper products are further anticipated to boost the industry sales. However, increasing global warming owing to the rampant cutting of trees for the manufacturing of paper products and intensifying stringent regulations by governments regarding global warming may restrict the market growth during the forecast period.

Type Insights

The kitchen rolls type segment contributed a share of more than 55% to the global market revenue in 2021 due to its increasing demand. Kitchen rolls are loosely woven due to which they soak water effectively. Moreover, compare to the cloth or cotton towel/roll, kitchen rolls are more hygienic and are completely reusable and degradable without causing any environmental causes or concerns. Kitchen towels per capita consumption is higher in developed regions such as North America and Europe as compared to developing regions. Thus, all these factors are likely to propel the growth of this segment over the forecast period.

Table napkins segment is expected to register the highest growth over the forecast period. The segment is growing at 4.6% from 2022 to 2028 owing to its growing usage in table cleanliness. The increasing inclination of consumers towards hygiene and cleanliness of tables and surroundings is the major factor positively driving the growth of the table napkins type segment.

Paper towels type segment contributed a share of around 30% in the global market revenue in 2021 due to gaining popularity for purpose of wiping hands. Increasing awareness about the health and importance of sanitization are major driving forces for the market revenue contribution. Rising urbanization and the economic effectiveness of paper are likely to propel the growth of this segment during the forecast period.

Distribution Channel Insights

Offline distribution channel segment contributed the highest share of 80% of the global market revenue in 2021. The offline segment includes specialty stores, hypermarkets, supermarkets, independent retail stores, etc. Growing organized retail sector in developing countries such as Malaysia, China, and India is anticipated to enhance the demand for household paper products in future years. Additionally, the offline channel offers physical and quality checks to the end-users. Thus, all these factors are expected to boost the growth of this segment during the forecast period.

The online segment is expected to register the highest growth over the forecast period. The segment is projected to register a CAGR of 5.9% from 2022 to 2028 owing to its growing usage among millennials. The rising adoption of smartphones and rising availability of high-speed internet in developing countries are supportive factors for the growth of this segment. The surge in sales of household paper products mainly through e-commerce companies such as Walmart, Amazon, etc., and company websites is projected to boost the growth of the online distribution channel segment during the forecast period.

Regional Insights

The Asia Pacific holds the majority of the market share of more than 35% in 2021. This can be attributed to rising population and urbanization which leads to more production and consumption of household paper products across the region. Additionally, the increasing working population and rising disposable income of middle-class consumers are propelling the growth of this market. Growing demand for kitchen roll products in this region is further projected to boost the growth of this market in the coming years.

North America is expected to witness a CAGR of 4.7% from 2022 to 2028. This can be attributable to the growing demand for household paper products. Furthermore, upward sales of biodegradable and eco-friendly household paper products in this region is majorly driving the growth of this market. Also, higher per capita consumption of household paper products in this region compared to other regions is also a prime factor for the growth of this market. A high concentration of working people coupled with higher disposable income in Canada and the U.S. are further expected to drive the growth of the market.

Key Companies & Market Share Insights

Key players are focusing on R&D and also introducing new biodegradable and recyclable household paper products to meet increasing demand. Furthermore, key players are investing and collaborating with small manufacturers to increase the production capacity along with expansion in the market. For instance, in July 2021, Sofidel, a manufacturer of household paper solutions, launched sustainable household paper and packaging with innovative technologies to protect the environment in the U.S. Some prominent players operating in the global household paper market include:

• Procter & Gamble (Cascade)

• Kimberly - Clark

• Essity

• Kirkland Signature (Costco)

• Georgia- Pacific

• Solaris Paper

• Seventh Generation

• Charmin Paper

Household Paper Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2017 to 2028. For this study, Grand View Research has segmented the global household paper market report on the basis of type, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2017 - 2028)

  • Paper Towels

  • Kitchen Rolls

  • Table Napkins

  • Others

• Distribution Channel Outlook (Revenue, USD Million, 2017 - 2028)

  • Offline

  • Online

• Regional Outlook (Revenue, USD Million, 2017 - 2028)

  • North America

    • U.S.

  • Europe

    • Germany

    • U.K.

    • France

  • Asia Pacific

    • China

    • India

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa