INDUSTRIES

&

MARKETSTissue

&

Hygiene

Paper

eCommerce:market

data

&

analysisMarket

InsightsreportJune2024MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

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and/orstatelevel.

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more

on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Tissue

&Hygiene

Papermarket

ispartof

theHousehold

Essentialsmarket.10sectors190+geographicalentities1,000+markets400+reportsGotoHouseholdEssentialsmark

etGotoHouseholdEssentialsmarketFind

out

more

on:HouseholdEssentials3Table

of

ContentsOverviewAppendixSummary6789Product

OverviewAuthor2425MarketDefinitionKeyTakeawaysMarketScopesMarket

NumbersRevenue111417202122AverageRevenue

per

UserUsersOnline&OfflineSplitMobile/DesktopSplitPenetration

rate4CHAPTER

1OverviewEco-friendly

essentials

-

How

online

shopping

is

transforming

the

Tissue

&Hygiene

Paper

eCommerce

marketOverview:

SummarySummaryTheglobalTissue

&Hygiene

PapereCommerce

market

is

experiencing

robustgrowth,

driven

bytheconvenience

of

onlineshopping

and

awide

rangeofavailableproducts.

Thismarket

encompasses

itemssuchastoilet

paper,papertowels,

facialtissues,

baby

wipes,

and

feminine

hygiene

products.

A

significanttrend

istheincreasing

popularity

ofsubscription-based

services,

allowingconsumers

toreceive

regulardeliveries

of

essential

itemswithout

thehassleofreordering.

Companies

likeAmazon

(throughitsSubscribe

&Saveprogram)

andWalmart

are

leading

this

trend

byoffering

customers

seamless

replenishmentoptions.Local

circumstances

significantlyaffectmarket

behavior.

Inurbanareas,wherestorage

spaceis

often

limited,smaller

packsizes

and

frequent

deliveries

arehighlysoughtafter.

Conversely,

inrural

areas

with

fewer

shoppingoptions,thereisahigherreliance

on

bulk

purchases

thatoffer

bettervalue.

eCommerceplatformseffectively

address

thesediverse

needs

byoffering

various

packaginganddelivery

optionstailored

toregional

preferences.Macroeconomic

factorsalsoplayacrucial

role

inthemarket's

growth.

Theincreasing

useofsmartphones

andimproved

internet

connectivity

haveexpanded

access

toonlineshopping,reaching

abroader

customer

base.Additionally,theCOVID-19

pandemichasaccelerated

theshifttowards

onlineshoppingasconsumers

soughtsafeand

convenient

alternatives

to

in-storepurchases.

Thistrendisexpected

tocontinueasconsumers

remain

accustomedtothebenefitsof

eCommerce.Sustainability

is

alsoamajor

factorinfluencingthismarket.

Consumers

arebecoming

more

environmentally

conscious

and

are

seeking

outproducts

madefrom

recycled

materials

or

packaged

with

minimal

waste.

BrandslikeWhoGives

ACrap(WGAC)andSeventh

Generation

arecapitalizingon

thisdemandbyproviding

eco-friendly

tissueand

hygiene

paperproductsthatcatertogreen-minded

shoppers.6Sources:Market

Insights

2024Tissue

&

Hygiene

Paper

is

an

important

part

of

the

Household

Essentials

marketOverview:

Market

DefinitionMarket

definitionTheeCommerce

Tissue&Hygiene

Paper

market

refers

to

theonlineretailingofvarious

tissueand

hygiene

paperproducts.

Theseproducts

includetoilet

paper,facialtissues,

paper

towels,

napkins,

sanitarypads,and

diapers,among

others.Themarket

encompasses

therevenue

generated

from

theonlinesales

oftheseproductsdirectly

toconsumers

(B2C)

andexcludes

salesbetween

businesses(B2B)

andindividual

consumers

(C2C)aswell

asreCommerce

activities.AdditionalInformation:eCommerce

Tissue

&Hygiene

Paper

comprises

revenues,

users,

average

revenueperuser,

and

penetration

rates.

Revenues

are

derived

from

annual

filings,nationalstatisticaloffices,

Google-

and

Alibaba-Trends,

and

industryknowledge.SalesChannelsshow

onlineand

offline

revenue

shares,

aswell

asdesktop

andmobile

sales

distribution.Revenues

areincludingVAT.Themarket

only

displaysB2Crevenues

and

users

forthe

above-mentioned

markets,

hence

C2C,B2B,

andreCommerce

isnotincluded.Structure:Themarket

consistsoutof

several

parts,namely:

BabyDiapers,

FaceMask,Feminine

Hygiene,

Household

Paper,Incontinence,

PaperTissues,

Toilet

Paper.Key

players

inthe

market

arecompanies,

suchasKimberly-Clark,

Procter

&Gamble,

and

Essity.7Sources:Market

Insights

2024Tissue

&

Hygiene

Paper

accounted

for

60.96%

of

the

Household

Essentialsmarket

revenue

in

2024Overview:

Key

TakeawaysKeyTakeaways?Revenue

intheTissue

&Hygiene

PaperMarket

is

projected

toreach

US$74.77bn

in2024.?Revenue

isexpected

to

show

anannualgrowth

rate

(CAGR2024-2029)

of

12.97%,

resulting

inaprojected

market

volume

of

US$137.60bn

by2029.?IntheTissue&Hygiene

PaperMarket,

the

number

ofusers

isexpected

to

amount

to

835.8m

users

by

2029.?User

penetration

will

be9.6%

in2024

andisexpected

to

hit11.4%

by2029.?Theaverage

revenue

peruser

(ARPU)isexpected

toamounttoUS$124.80.8Sources:Market

Insights

2024Market

scope

parameters

and

considerationsOverview:

inscope

/outof

scopeInscopeOutof

scopeThismarket

includes:Thismarket

excludes:?Tissueand

hygiene

paperproducts,availablethroughplatforms

suchasAmazon,generate

onlinesales?Offlinerevenues,

suchassalesinphysical

retail

stores9Sources:Market

Insights

2024CHAPTER

2Market

NumbersTissue

&

Hygiene

Paper

revenues

are

estimated

to

increase

at

a

CAGR(1)

of18.7%

from2017

to

2029Market

Size:

GlobalRevenue

forecast

inbillionUS$137.64130.716.196.65122.225.965.856.27+18.7%(1)6.346.795.455.77108.394.845.2930.2993.1728.664.19

5.3226.4931.244.83

4.553.64

19.5274.773.3823.1734.8858.91

2.702.8533.242.352.572.4453.202.202.322.183.650.910.791.034.434.291.101.061.315.225.921.281.291.526.2148.8115.7819.2427.751.741.851.828.4023.9038.769.9812.752.7911.2613.7510.7812.4928.0323.1415.0752.84202917.5547.31202750.35202842.02202636.18202529.0820.8322.75202318.847.25

14.978.5310.4820196.10201720182020202120222024Toilet

PaperHousehold

PaperIncontinenceFeminine

HygienePaperTissuesOther11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

revenue

of

US$

45.9

billion,

Asia

is

the

biggest

market

among

selectedregions

in

2024Market

Size:

Regional

Comparison

(1/2)Revenue

forecast

inbillionUS$+12.3%(1)81.89+14.1%(1)30.5645.912024+14.0%(1)21.90+15.0%(1)+13.4%(1)15.8011.361.5720290.9120241.710.782024202920242024

2029Americas20292029EuropeAfricaAsiaAustralia&Oceania12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

revenue

of

US$

35.9

billion,

China

is

the

biggest

market

among

selectedcountries

in

2024Market

Size:

Regional

Comparison

(2/2)Revenue

forecast

inbillionUS$+11.7%(1)62.47+14.0%(1)24.3535.852024+12.9%(1)6.70+12.8%(1)+13.6%(1)12.623.4020293.661.861.8720290.992029202420292024202420242029ChinaUnited

StatesUnited

KingdomGermanyJapan13

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Tissue

&

Hygiene

Paper

average

revenue

per

users

are

estimated

to

increasefrom2017

to

2029

with

Toilet

Paper

being

the

leading

categoryMarket

Size:

GlobalAveragerevenue

peruserforecast

inUS$173.50167.15173.87167.24172.42166.0918016014012010080164.30152.02146.11133.21128.26157.46114.98112.0552.28113.35109.41112.47108.6549.47103.42102.0446.3586.1883.1075.8822.9376.4622.9174.2422.8070.9369.3721.5963.0783.6339.9256.4917.4567.5840.1679.5639.746048.4014.684015.5519.9714.9116.039.359.1015.0014.7410.1314.6315.1413.6212.0810.6910.999.249.97209.489.859.50013.98202614.72202714.98202815.13202913.01202511.418.979.939.449.867.677.857.7320172018201920202021202220232024Toilet

PaperHousehold

PaperIncontinencePaperTissuesFeminine

HygieneOther14Sources:Market

Insights

2024Australia

&

Oceania

has

the

biggest

market

in

Tissue

&

Hygiene

Paper

averagerevenue

per

user

in

2029Market

Size:

Regional

Comparison

(1/2)Averagerevenue

peruserforecast

inUS$400350.76341.87210.8135030025020015010050327.58201.28300.06234.92204.88116.12267.93203.78122.55141.65174.71110.70149.51193.84115.01145.92217.73168.95159.75143.33137.22188.06181.64205.60150.20207.81149.67200.46150.19115.73113.65103.85105.4779.9173.9789.6265.0792.03

87.92144.3084.15136.47121.34105.5290.2977.3629.18202172.0422.9970.6363.1543.04202743.43202843.57202937.51202540.69202632.572024027.91202227.65202325.69202022.10201821.9020192017AfricaAsiaEuropeAmericasAustralia&Oceania15Sources:Market

Insights

2024With

average

revenue

per

user

of

US$449.7,

the

United

States

is

the

biggestmarket

among

selected

countries

in

2024Market

Size:

Regional

Comparison

(2/2)Averagerevenue

peruserforecast

inUS$8007006005004003002001000753.46727.36693.65626.84546.75469.88201.70166.15150.44119.41456.01264.72183.71249.12243.17449.67302.33165.62146.52123.20110.09434.18150.98148.09171.31134.75393.76187.67344.57346.96178.82218.08226.50162.41207.25193.13152.30190.40262.32191.81117.02110.92111.23158.14145.79187.05136.33126.27166.47124.45117.4489.24159.032029153.422028145.232027131.592026115.58202598.36202479.07202175.8283.06202365.64202049.39201853.46201943.0320172022GermanyUnitedKingdomChinaJapanUnitedStates16Sources:Market

Insights

2024Tissue

&

Hygiene

Paper

users

are

estimated

to

increase

from

2017

to

2029Market

Size:

GlobalUsersforecast

inmillion475.60498.72423.31421.48391.11330.11449.78403.26399.32500450400350300250200150100356.38380.89358.79331.71276.00303.16266.46378.18300.42201.11

233.91354.95418.06396.35396.19303.92170.43144.58113.25225.33219.58254.26302.24188.41280.26265.05330.01169.42164.20378.12377.66138.42248.14197.71357.80356.88335.58334.02286.48279.26142.80213.49240.11192.10311.76110.44118.07309.45257.68162.70155.59290.22274.42232.74255.77206.25138.00131.43238.00181.21218.28202.32183.79163.88120.51144.71125.27107.2650

90.2202017201820192020202120222023202420252026202720282029FaceMaskFeminine

HygieneBaby

DiapersIncontinenceToilet

PaperOther17Sources:Market

Insights

2024With

an

estimated

547.1

million,

Asia

has

the

highest

number

of

Tissue

&Hygiene

Paper

users

in

2029

among

selected

regionsMarket

Size:

Regional

Comparison

(1/2)Usersforecast

inmillion547.1355050045040035030025020015010050519.70488.86455.02418.68378.39110.25347.13101.54311.1392.60272.3583.21126.12234.8074.51134.11196.162019133.7449.22118.31140.9291.0594.5631.80160.0053.0987.2226.7679.0021.58147.07100.6066.0074.4897.7482.7663.8369.2929.3758.4511.8319.0658.1747.447.7724.0634.134.7014.1316.449.6236.094.874.524.323.433.673.884.102.933.162.192.422.7102017201820202021Australia&Oceania2022202320242025Americas2026Asia202720282029AfricaEurope18Sources:Market

Insights

2024With

226.7

million

users

million,

China

is

the

biggest

market

among

selectedcountries

in

2024Market

Size:

Regional

Comparison

(2/2)Usersforecast

inmillion350328.11310.92291.9630025020015010050271.4430.21249.6829.26226.6828.05208.1826.86186.7325.3523.8110.8310.58163.02140.8132.3215.00118.1320.5812.2011.699.7012.7412.1231.03202731.7314.6413.9411.4811.5211.1898.5018.8813.3122.1510.0613.1513.8010.8682.437.6314.2514.2711.748.599.3412.6810.5013.5711.1816.369.638.218.147.068.757.637.276.229.2310.098.7102017201820192020Germany202120222023UnitedKingdom20242025202620282029JapanUnitedStatesChina19Sources:Market

Insights

2024Inthe

Tissue

&

Hygiene

Paper

market

the

online

share

reached

19.0%

in

2024globallyFurtherMarket

AnalysisShare

ofoffline

andonlinerevenue

worldwide

in%74.00%74.00%74.00%76.00%78.00%81.00%86.00%85.00%90.00%93.00%92.00%91.00%93.00%26.00%202726.00%202826.00%202924.00%202622.00%202519.00%202414.00%202215.00%202310.00%20217.00%20178.00%20189.00%20197.00%2020OnlineRevenue

ShareOfflineRevenue

Share20Sources:Market

Insights

2024With

52.0%

of

the

market

penetration,

mobile

devices

will

take

the

lead

in

2024in

the

global

Tissue

&

Hygiene

Paper

marketFurtherMarket

AnalysisShare

ofdesktopandmobile

revenue

worldwide

in%40.00%43.00%42.00%45.00%48.00%50.00%52.00%55.00%59.00%59.00%63.00%67.00%60.00%202857.00%202658.00%202755.00%202552.00%202450.00%202348.00%202245.00%202141.00%201941.00%202037.00%201833.00%2017Mobile

Revenue

ShareDesktop

Revenue

Share21Sources:Market

Insights

2024Penetration

rate

forTissue

&

Hygiene

Paper

is

especially

high

in

Norway

but

alsoin

the

United

Kingdom

and

DenmarkPenetration

Rate:

Worldwide

ComparisonTissue&Hygiene

Paperpenetration

rate

percountry

in2024

in%1.2.3.4.5.Norway22.220.620.620.419.4UnitedKingdomDenmarkMexicoSwedenlowhigh

nodata22Sources:Market

Insights

2023CHAPTER

3AppendixMARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,regional,country,

and/orstatelevel.Access

ourdatavia

web

interface,

download(XLS,

PDF,PPT),

orreports.Benefitfromour

48-hour

customerservice

guarantee.?

10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology?

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics?

KPIs,

e.g.,

revenue,marketshares,prices,andvolume?

Features:Compare

countries®ions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Usecases:

sales

planning,

investment

decision

support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsGotoMar

etInsightsFind

out