Absorbent Paper Market by Type (Wet Crepe, Dry Crepe, Tissue, Scrim-Reinforced Paper), Application (Filter Paper, Toilet Paper, Napkins, Surgical Drapes & Gowns, Food Wraps, Wipes), End-use Industry, and Region - Global Forecast to 2028
The global absorbent paper market size is estimated to be USD 135.0 billion in 2023 and projected to reach USD 177.3 billion in 2028, at a CAGR of 5.6%. Absorbent paper is a highly porous material designed to rapidly absorb liquids and moisture. Wet crepe, dry crepe, tissue, scrim reinforced papers are various types of absorbent papers finds application in personal care, medical, home care, beauty, and packaging. Tissue paper, known for its softness, finds use in facial tissues and paper towels, excelling in quick liquid absorption. Coffee filters, designed with fine pores, are adept at separating coffee grounds while allowing liquid permeation. Scrim-reinforced tissue integrates strength through a reinforcing mesh, ideal for applications demanding both absorbency and durability, such as medical and industrial wipes. These absorbent papers cater to specific needs, offering a range of properties from gentleness and quick absorption in tissue paper to precision filtration in coffee filters and enhanced strength in scrim-reinforced tissue, enhancing their versatility across industries. Overall, absorbent paper products serve as indispensable tools in maintaining cleanliness, hygiene, and efficiency across numerous sectors.
Opportunities in the Absorbent Paper Market
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Recession impact
During recession, the absorbent paper market faces substantial challenges. Decreased consumer spending, due to tightened budgets, results in reduced demand for non-essential items like absorbent paper products. This downturn prompts manufacturers to reassess production and distribution strategies to cope with declining sales. Intensified competition among businesses striving to cut costs exerts pressure on prices and profit margins. Moreover, the uncertain economic climate hampers investment in innovation and expansion within the industry. Consequently, stakeholders in the absorbent paper market must adapt to shifting consumer behaviors and market conditions to maintain competitiveness and sustainability amid economic downturns.
Absorbent Paper Market Dynamics
Driver:Rising hygiene and sanitation awareness
The absorbent paper market is experiencing significant growth driven by a global trend towards increased emphasis on cleanliness and hygiene. Consumers worldwide are displaying heightened awareness of the importance of sanitation practices, leading to a surge in demand for products such as toilet paper, tissues, wipes, and diapers. In the realm of personal care, the rise in disposable incomes and urbanization is fueling the demand for convenient and hygienic products. Products such as facial tissues, sanitary napkins, and adult incontinence pads are gaining popularity as individuals prioritize personal hygiene amidst their busy lifestyles and growing health consciousness. Similarly, in the foodservice industry, stringent hygiene regulations and heightened consumer expectations are driving the necessity for cleanliness. Absorbent paper towels, wipes, and wraps are essential tools for maintaining hygiene standards during food preparation, surface disinfection, and ensuring customer convenience. Healthcare facilities, from hospitals to home care settings, rely heavily on absorbent paper products to maintain high levels of cleanliness. Surgical drapes, and examination table covers are crucial for ensuring patient safety and sanitation in sterile environments. Several factors contribute to the increasing awareness of hygiene practices. Public health campaigns, led by governments and educational institutions, emphasize the importance of handwashing, surface disinfection, and proper waste disposal. These campaigns drive the adoption of absorbent paper products for personal and public hygiene.
Global health threats, such as the COVID-19 pandemic, have further heightened the public's focus on hygiene practices. This has led to a surge in the use of absorbent paper products for personal protection and environmental disinfection, contributing to the market's growth. Additionally, economic growth and improved living standards in emerging economies have led to increased demand for hygiene products, further driving the growth of the absorbent paper market. However, sustainability concerns are shaping market trends, with consumers increasingly seeking eco-friendly alternatives. Manufacturers are responding by developing biodegradable and recycled absorbent paper products to meet this demand. In conclusion, the growing awareness of hygiene and sanitation practices across various sectors is a significant driver for the absorbent paper market. As consumers continue to prioritize cleanliness, convenience, and environmental sustainability, the market is poised for ongoing growth and innovation.
Restrain: Increased competition from alternative materials
The Absorbent Paper Market faces a significant restraint in the form of increased competition from alternative materials, particularly reusable cloth diapers. This trend has emerged due to growing environmental concerns and a shift towards eco-friendly consumer choices. Reusable cloth diapers offer a sustainable option compared to traditional disposable absorbent paper products, aligning with the preferences of environmentally conscious consumers. Advancements in fabric technology have enhanced the performance and convenience of cloth diapers, making them more appealing to a broader consumer base. The durability and reusability of cloth diapers also contribute to cost savings over time, posing a competitive challenge to disposable absorbent paper products. Moreover, the promotion of cloth diapering through various channels, including social media influencers and advocacy groups, has raised awareness about its benefits, further intensifying competition in the market. As a result, manufacturers, and suppliers in the absorbent paper industry face pressure to innovate and adapt to changing consumer preferences to maintain their market share. However, despite the growing popularity of reusable cloth diapers, certain factors such as convenience, hygiene concerns, and cultural preferences continue to sustain demand for disposable absorbent paper products. Nonetheless, the increasing competition from alternative materials underscores the need for companies in the absorbent paper market to strategize effectively and differentiate their offerings to remain competitive in the evolving landscape.
Opportunity: Growing healthcare sector, leading to higher demand for surgical drapes and gowns
The absorbent paper market is witnessing a significant opportunity driven by rising demand from the surgical gowns and drapes segment. This surge in demand is primarily attributed to the increasing emphasis on infection control protocols, particularly in healthcare settings. The global surge in surgical procedures, attributed to aging populations and advancements in medical technology, underscores the need for sterile and disposable surgical attire. Absorbent paper materials, particularly hydroentanglement nonwovens, are favored for their ability to effectively wick away fluids, thereby enhancing infection control measures crucial in hospital settings. Moreover, heightened awareness regarding infection prevention has led hospitals to prioritize single-use gowns and drapes, further boosting the demand for absorbent paper products. Compared to traditional cotton alternatives, absorbent paper offers improved sustainability profiles, aligning with evolving environmental considerations within the healthcare sector.
In addition, absorbent paper products are valued for their high absorbency, cost-effectiveness, and enhanced comfort and breathability. Disposable gowns and drapes are increasingly preferred due to their cost-efficiency, eliminating the need for laundering and sterilization, which can be resource-intensive processes. Additionally, advancements in material science have led to the development of absorbent paper with improved barrier properties, ensuring superior protection against blood and bodily fluids, thus bolstering infection control efforts. Furthermore, the absorbent paper market is already experiencing growth, driven by factors like increased consumption of specialty coffee and the rising demand for environmentally friendly products. The inclusion of surgical gowns and drapes as a new application for absorbent paper products not only expands the market but also diversifies the product portfolio of manufacturers. As the healthcare industry continues to expand globally, the demand for high-quality, sterile, and absorbent materials is expected to surge, presenting a significant opportunity for absorbent paper manufacturers to capitalize on this growing trend and meet the evolving needs of the healthcare sector.
Challenge: Sustainability concerns related to absorbent paper products
The absorbent paper market has encountered a significant challenge stemming from heightened sustainability concerns among consumers. As environmental consciousness continues to rise, consumers are increasingly scrutinizing the ecological footprint of paper products. This scrutiny places substantial pressure on absorbent paper manufacturers to pivot towards more sustainable practices and offerings. Primarily, consumers are demanding a shift towards eco-friendly alternatives within the absorbent paper market. This entails a call for products that utilize recycled materials in their production processes, thereby reducing the strain on natural resources and minimizing waste. Additionally, there is a growing expectation for manufacturers to optimize their production methods, striving to reduce water consumption and energy usage, thus lessening the environmental impact associated with manufacturing absorbent paper products. Moreover, there's a notable push for the development of absorbent papers that are biodegradable or compostable, ensuring that these products can be disposed of in an environmentally responsible manner, without contributing to long-term pollution or landfill accumulation. This sustainability imperative not only poses a challenge but also represents an opportunity for absorbent paper manufacturers to innovate and differentiate themselves in a competitive market landscape. Embracing sustainability practices can enhance brand reputation, meet evolving consumer preferences, and future-proof businesses against regulatory changes and market shifts. Therefore, addressing sustainability concerns has become an integral aspect of navigating the absorbent paper market effectively.
Absorbent Paper Market: Ecosystem
The wet crepe product type accounted for the third largest market share in the absorbent paper market during the forecast period.
Wet crepe product type captures the third-largest market share in the absorbent paper market due to its superior absorbency, strength, and versatility. Widely used in hygiene products like paper towels, tissues, and napkins, wet crepe paper offers excellent absorbent properties, making it suitable for various applications. Its ability to efficiently absorb liquids while maintaining structural integrity contributes to its prominence in the market.
The medical paper & sheets application accounted for the second largest market share in the absorbent paper market during the forecast period.
The medical paper and sheets application secures the second-largest market share in the absorbent paper market due to increased healthcare spending and stringent hygiene standards globally. With rising concerns about infection control and patient safety, there's heightened demand for medical-grade absorbent materials like disposable sheets, exam table paper, and surgical drapes. This drives significant adoption in healthcare facilities, contributing to the application's substantial market share.
Asia Pacific is the fastest growing in the absorbent paper market, in terms of value.
Asia Pacific emerges as the fastest-growing region in the absorbent paper market due to rapid urbanization, increasing population, and rising disposable income levels driving the demand for hygiene products like absorbent paper. Additionally, growing awareness regarding health and hygiene practices further boosts market growth. With expanding consumer markets and evolving lifestyles.
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Source: Secondary Research, Primary Interviews, and MarketsandMarkets Analysis
Key Market Players
Kimberly-Clark Corporation (Kimberly-Clark Corporation, US), International Paper(International Paper: Sustainable Packaging Solutions, Pulp & Paper Products, US), Georgia-Pacific LLC. (Welcome to Georgia-Pacific | Georgia-Pacific (gp.com), US), Metso Group (Metsä Tissue: manufacturer of tissue papers and greaseproof baking and cooking papers (metsagroup.com), Finland), and Ahlstrom (Ahlstrom - We Purify and Protect, Finland). These players have established a strong foothold in the market by adopting strategies, such as expansions, joint ventures, and mergers & acquisitions.
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Report Metric |
Details |
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Years considered for the study |
2020–2028 |
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Base year considered |
2022 |
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Forecast period |
2023–2028 |
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Units considered |
Volume (Million Tons) and Value (USD Billion) |
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Segments |
Product Type, Application and End-Use Industry, And Region |
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Regions |
North America, Asia Pacific, Europe, Middle East & Africa, and South America |
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Companies |
Kimberly-Clark Corporation (US), International Paper (US), Georgia-Pacific LLC. (US), Metso Group (Finland), and Ahlstrom (Finland) |
The study categorizes the absorbent paper market based on type, application and end-use industry, and region.
By Product Type:
- Wet Crepe
- Dry Crepe
- Tissues
- Scrim Reinforced
- Others
By Application:
- Filter Paper
- Toilet Tissue
- Surgical Drapes & Gowns
- Food Wraps
- Napkins
- Medical paper & sheets
- Towels
- Wipes
- Others
By End-use industry
- Packaging
- Personal Care & Home Care
- Medical
- Food & Beverage
- Others
By Region:
- North America
- Asia Pacific
- Europe
- Middle East & Africa
- South America
Recent Developments
- In January 2022, Ahlstrom completed the acquisition of 60% stake in Chinese decor paper producer, Minglian New Materials Technology Co., Ltd., forming a joint venture with a state-of-the-art plant in Xingtai, Hebei Province, China.
- In February 2022, Kimberly-Clark Nigeria is set to inaugurate a new manufacturing facility in Ikorodu, Lagos. Equipped with advanced technology, it aims to enhance its ability to meet the rising demand for quality baby care and feminine products.
- In December 2023, Geordia-Pacific invested USD 150 million to expand its retail consumer tissue business, boosting high-quality bath tissue production.
Frequently Asked Questions (FAQ):
What is the current size of the global absorbent paper market?
Global absorbent paper market size is estimated to reach USD 177.3 billion by 2028 from USD 135.0 billion in 2023, at a CAGR of 5.6% during the forecast period.
Who are the winners in the global absorbent paper market?
Kimberly-Clark Corporation (US), International Paper (US), Georgia-Pacific LLC. (US), Metso Group (Finland), and Ahlstrom (Finland) fall under the winner’s category. They have the potential to broaden their product portfolio and compete with other key market players. Such advantages give these companies an edge over other companies.
What are some of the strategies adopted by the top market players to penetrate emerging regions?
The major players in the market use expansions, joint ventures, and mergers & acquisitions as important growth tactics.
What is the recession on absorbent paper manufacturers?
During recession, the absorbent paper market witnessed reduced consumer spending, leading to decreased demand. Manufacturers face challenges in adjusting production and distribution strategies amid intensified competition and limited investment in innovation.
What are some of the drivers in the market?
Rising hygiene and sanitation awareness .
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The study involved four major activities in estimating the current market size for absorbent paper. Exhaustive secondary research was done to collect information on the market, peer market, and parent market. The next step was to validate these findings, assumptions, and sizing with industry experts across the value chain through primary research. Both top-down and bottom-up approaches were employed to estimate the complete market size. After that, the market breakdown and data triangulation methodologies were used to estimate the market size of segments and sub-segments.
Secondary Research
In the secondary research process, various sources have been referred to for identifying and collecting information for this study. The secondary sources include annual reports, press releases, and investor presentations of companies; white papers, journals, and certified publications; and articles from recognized authors, directories, and databases. Secondary data has been collected and analyzed to arrive at the overall market size, which is further validated by primary research. Secondary research has been used to obtain key information about the value chain of the industry, monetary chain of the market, the total pool of key players, market classification and segmentation according to industry trends to the bottom-most level, and regional markets. It was also used to obtain information about the key developments from a market-oriented perspective.
Primary Research
The absorbent paper market involves a variety of stakeholders across the value chain, including raw material suppliers, manufacturers, and end-users. For this study, both the supply and demand sides of the market were interviewed to gather qualitative and quantitative information. Key opinion leaders from various end-use sectors were interviewed from the demand side, while manufacturers and associations were interviewed from the supply side.
Primary interviews helped to gather insights on market statistics, revenue data, market breakdowns, market size estimations, market forecasting, and data triangulation. Primary research also helped to identify trends related to grade, application, end-use industries, and region. C-level executives from the demand side, such as CIOs, CTOs, and CSOs, were interviewed to understand their perspective on suppliers, products, and component providers, which will affect the overall market.
Breakdown of primary interviews
Note: Tier 1, Tier 2, and Tier 3 companies are classified based on their market revenue in 2023 available in the public domain, product portfolios, and geographical presence.
Other designations include sales representatives, production heads, and technicians.
To know about the assumptions considered for the study, download the pdf brochure
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Company Name |
Designation |
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Kimberly-Clark Corporation |
Sales Manager |
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Ahlstrom |
Sales Manager |
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Essity Aktiebolag |
Technical Sales Manager |
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Kruger Inc. |
Marketing Manager |
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Domtar Corporation |
R&D Manager |
Market Size Estimation
The top-down approach was used to estimate and validate the size of various submarkets for absorbent paper for each region. The research methodology used to estimate the market size included the following steps:
- The key players in the industry have been identified through extensive secondary research.
- The supply chain of the industry has been determined through primary and secondary research.
- The global market was then segmented into five major regions and validated by industry experts.
All percentage shares, splits, and breakdowns based on type, application, and end-use industry, and country were determined using secondary sources and verified through primary sources.
All possible parameters that affect the markets covered in this research study were accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data. This data was consolidated and added with detailed input and analysis and presented in this report.
Absorbent Paper Market: Bottum-Up Approach
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Absorbent Paper Market: Top-Down Approach
Source: Secondary Research, Interviews with Experts, and MarketsandMarkets Analysis
Data Triangulation
After arriving at the overall market size—using the market size estimation process explained above—the market was split into several segments and sub-segments. To complete the overall market engineering process and arrive at the exact statistics of each market segment and sub-segment, the data triangulation, and market breakdown procedures were employed, wherever applicable. The data was triangulated by studying various factors and trends from both the demand and supply of absorbent paper and their applications.
Market Definition
Absorbent paper is a highly porous material designed to rapidly absorb liquids and moisture. Wet crepe, dry crepe, tissue, scrim reinforced papers are various types of absorbent papers finds application in personal care, medical, home care, beauty, and packaging. Tissue paper, known for its softness, finds use in facial tissues and paper towels, excelling in quick liquid absorption. Coffee filters, designed with fine pores, are adept at separating coffee grounds while allowing liquid permeation. Scrim-reinforced tissue integrates strength through a reinforcing mesh, ideal for applications demanding both absorbency and durability, such as medical and industrial wipes. These absorbent papers cater to specific needs, offering a range of properties from gentleness and quick absorption in tissue paper to precision filtration in coffee filters and enhanced strength in scrim-reinforced tissue, enhancing their versatility across industries. Overall, absorbent paper products serve as indispensable tools in maintaining cleanliness, hygiene, and efficiency across numerous sectors.
Key Stakeholders
- Manufacturers of absorbent paper products
- Raw Material Suppliers
- Manufacturers In End-use Industries
- Traders, Distributors, and Suppliers
- Regional Manufacturers’ Associations
- Government and regional Agencies and Research Organizations
Objectives of the Study:
- To analyze and forecast the size of the absorbent paper market in terms of value and volume.
- To provide detailed information about the key factors (drivers, restraints, opportunities, and challenges) influencing the market
- To analyze and forecast the market by type, application and end-use industry, and region.
- To forecast the size of the market with respect to five regions: Asia Pacific, Europe, North America, South America, and the Middle East & Africa, along with their key countries
- To strategically analyze micromarkets1 with respect to individual trends, growth prospects, and their contribution to the overall market
- To analyze opportunities in the market for stakeholders and provide a competitive landscape for the market leaders.
- To analyze competitive developments in the market, such as investment & expansion, joint venture, partnership, and merger & acquisition
- To strategically profile key players and comprehensively analyze their market shares and core competencies2.
Notes: Micromarkets1 are the sub-segments of the absorbent paper market included in the report.
Core competencies2 of companies are determined in terms of their key developments, SWOT analysis, and key strategies adopted by them to sustain in the market.
Available Customizations:
MarketsandMarkets offers the following customizations for this market report.
- Additional country-level analysis of the absorbent paper market
- Profiling of additional market players (up to 3)
Growth opportunities and latent adjacency in Absorbent Paper Market