Per-capita volume sales in the tissue and hygiene paper market worldwide by country in 2022

The market for Tissue and Hygiene Paper includes tissue products (toilet paper, handkerchiefs, paper towels, kitchen rolls and similar products) and sanitary hygiene products such as feminine hygiene products (tampons, sanitary pads etc.), baby diapers and incontinence products (adult diapers). The depicted market value reflects both the consumer market (B2C) as well as the professional Away-from-Home (AfH tissue) markets which caters to commercial customers like private companies and hospitals. The consumer share of each segment is valued at retail prices (incl. VAT) whereas the AfH tissue is valued at wholesale prices (excl. VAT). The average price shown is therefore an average of both the B2C and B2B market. The high capital intensity of the industry and the relative saturation of its markets has led to the consolidation of the field into just a few dominant companies. The most important manufacturers to name are SCA, Procter & Gamble, Kimberly-Clark, Unicharm, Hengan, Sofidel, and Metsä. The Tissue and Hygiene Paper market is split into the following segments: