Paper Hand Towels Market

The global paper hand towels market is projected to see continued growth in both volume and value over the next eight years. Market performance is forecasted to expand with a Compound Annual Growth Rate (CAGR) of +4.3% in volume and +6.2% in value from 2022 to 2030, bringing the market volume to 30M tons and the market value to $84.3B by the end of 2030. While consumption slightly decreased in 2022 compared to the previous year, the overall trend has shown significant growth over the last decade. China remains the largest consumer and producer of paper hand towels, with notable growth rates in both volume and value. Imports and exports of paper hand towels have also seen growth, with top importing and exporting countries showing varying trends in prices and quantities. Overall, the global paper hand towels market is expected to continue its upward trajectory in the immediate term.

Market Forecast

Driven by increasing demand for paper hand towels worldwide, the market is expected to continue an upward consumption trend over the next eight years. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +4.3% for the period from 2022 to 2030, which is projected to bring the market volume to 30M tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +6.2% for the period from 2022 to 2030, which is projected to bring the market value to $84.3B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Paper Hand Towels

In 2022, approx. 21M tons of paper hand towels were consumed worldwide; falling by -1.8% against 2021 figures. In general, the total consumption indicated a pronounced expansion from 2012 to 2022: its volume increased at an average annual rate of +4.8% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption increased by +60.1% against 2012 indices. Over the period under review, global consumption reached the maximum volume at 22M tons in 2021, and then fell slightly in the following year.

The global paper hand towels market revenue stood at $52B in 2022, standing approx. at 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). Overall, the total consumption indicated buoyant growth from 2012 to 2022: its value increased at an average annual rate of +5.7% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, consumption decreased by -0.4% against 2019 indices. Over the period under review, the global market hit record highs at $52.2B in 2019; however, from 2020 to 2022, consumption remained at a lower figure.

Consumption By Country

China (3.5M tons) remains the largest paper hand towels consuming country worldwide, accounting for 16% of total volume. Moreover, paper hand towels consumption in China exceeded the figures recorded by the second-largest consumer, the United States (1.5M tons), twofold. The third position in this ranking was taken by India (1.4M tons), with a 6.4% share.

From 2012 to 2022, the average annual rate of growth in terms of volume in China amounted to +7.7%. The remaining consuming countries recorded the following average annual rates of consumption growth: the United States (+6.5% per year) and India (+6.7% per year).

In value terms, China ($9.1B) led the market, alone. The second position in the ranking was held by India ($3.7B). It was followed by the United States.

From 2012 to 2022, the average annual rate of growth in terms of value in China amounted to +9.5%. The remaining consuming countries recorded the following average annual rates of market growth: India (+10.4% per year) and the United States (+6.8% per year).

The countries with the highest levels of paper hand towels per capita consumption in 2022 were the United States (4.4 kg per person), Russia (4.4 kg per person) and Japan (4.2 kg per person).

From 2012 to 2022, the biggest increases were recorded for Nigeria (with a CAGR of +13.1%), while consumption for the other global leaders experienced more modest paces of growth.

Production

World Production of Paper Hand Towels

Global paper hand towels production dropped slightly to 21M tons in 2022, which is down by -1.6% compared with the previous year. Over the period under review, the total production indicated tangible growth from 2012 to 2022: its volume increased at an average annual rate of +4.9% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, production increased by +60.7% against 2012 indices. The growth pace was the most rapid in 2014 with an increase of 9.9% against the previous year. Over the period under review, global production reached the maximum volume at 22M tons in 2021, and then dropped slightly in the following year.

In value terms, paper hand towels production totaled $52.1B in 2022 estimated in export price. Overall, the total production indicated a resilient expansion from 2012 to 2022: its value increased at an average annual rate of +6.0% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, production increased by +3.5% against 2020 indices. The pace of growth appeared the most rapid in 2018 when the production volume increased by 17%. Global production peaked at $58.7B in 2019; however, from 2020 to 2022, production stood at a somewhat lower figure.

Production By Country

China (3.7M tons) constituted the country with the largest volume of paper hand towels production, accounting for 17% of total volume. Moreover, paper hand towels production in China exceeded the figures recorded by the second-largest producer, the United States (1.5M tons), threefold. India (1.4M tons) ranked third in terms of total production with a 6.3% share.

In China, paper hand towels production expanded at an average annual rate of +7.7% over the period from 2012-2022. In the other countries, the average annual rates were as follows: the United States (+5.9% per year) and India (+6.7% per year).

Imports

World Imports of Paper Hand Towels

In 2022, global paper hand towels imports was estimated at 2.3M tons, picking up by 4.9% against the previous year's figure. The total import volume increased at an average annual rate of +2.5% over the period from 2012 to 2022; the trend pattern remained consistent, with only minor fluctuations in certain years. The most prominent rate of growth was recorded in 2013 when imports increased by 9.1%. Over the period under review, global imports reached the maximum at 2.3M tons in 2020; afterwards, it flattened through to 2022.

In value terms, paper hand towels imports soared to $5.3B in 2022. The total import value increased at an average annual rate of +3.2% over the period from 2012 to 2022; the trend pattern remained relatively stable, with only minor fluctuations throughout the analyzed period. As a result, imports attained the peak and are likely to continue growth in the immediate term.

Imports By Country

The purchases of the twelve major importers of paper hand towels, namely Germany, the United States, France, Japan, Canada, the UK, the Netherlands, Hong Kong SAR, the Czech Republic, Belgium, Austria and Switzerland, represented more than half of total import. Australia (54K tons) took a little share of total imports.

From 2012 to 2022, the most notable rate of growth in terms of purchases, amongst the main importing countries, was attained by Japan (with a CAGR of +10.8%), while imports for the other global leaders experienced more modest paces of growth.

In value terms, Germany ($491M), France ($413M) and the United States ($387M) constituted the countries with the highest levels of imports in 2022, with a combined 24% share of global imports. Canada, Japan, the UK, the Netherlands, Belgium, Austria, Hong Kong SAR, the Czech Republic, Switzerland and Australia lagged somewhat behind, together comprising a further 38%.

Among the main importing countries, Japan, with a CAGR of +9.7%, saw the highest growth rate of the value of imports, over the period under review, while purchases for the other global leaders experienced more modest paces of growth.

Import Prices By Country

The average paper hand towels import price stood at $2,325 per ton in 2022, rising by 13% against the previous year. Overall, the import price saw a relatively flat trend pattern. As a result, import price reached the peak level and is likely to continue growth in the immediate term.

There were significant differences in the average prices amongst the major importing countries. In 2022, amid the top importers, the country with the highest price was Canada ($2,945 per ton), while Hong Kong SAR ($1,808 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by Canada (+2.6%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Paper Hand Towels

In 2022, the amount of paper hand towels exported worldwide rose significantly to 2.4M tons, picking up by 6.4% on the previous year's figure. The total export volume increased at an average annual rate of +2.9% over the period from 2012 to 2022; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2013 when exports increased by 8.6% against the previous year. Over the period under review, the global exports hit record highs at 2.4M tons in 2020; afterwards, it flattened through to 2022.

In value terms, paper hand towels exports skyrocketed to $5.7B in 2022. The total export value increased at an average annual rate of +4.4% over the period from 2012 to 2022; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports By Country

The shipments of the seven major exporters of paper hand towels, namely Germany, Italy, China, the United States, Poland, France and Canada, represented more than half of total export. Sweden (71K tons), Indonesia (60K tons), Belgium (59K tons), the Netherlands (52K tons), Spain (43K tons) and Malaysia (40K tons) held a relatively small share of total exports.

From 2012 to 2022, the most notable rate of growth in terms of shipments, amongst the main exporting countries, was attained by Indonesia (with a CAGR of +9.3%), while the other global leaders experienced more modest paces of growth.

In value terms, the largest paper hand towels supplying countries worldwide were Germany ($814M), China ($807M) and Italy ($693M), together accounting for 40% of global exports.

In terms of the main exporting countries, China, with a CAGR of +13.7%, saw the highest growth rate of the value of exports, over the period under review, while shipments for the other global leaders experienced more modest paces of growth.

Export Prices By Country

The average paper hand towels export price stood at $2,421 per ton in 2022, increasing by 17% against the previous year. Over the last decade, it increased at an average annual rate of +1.5%. As a result, the export price reached the peak level and is likely to continue growth in the immediate term.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was China ($3,080 per ton), while Indonesia ($1,686 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by China (+5.5%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform