Tissue Paper - Bath: Market Size & Forecast 2026

The global bath tissue market sits at approximately USD 22.5 billion in 2025 (base year), held in a structurally tight balance between mature household replacement demand in North America and Western Europe, accelerating recycled-content regulation in the EU, and a feedstock cost structure dominated by Northern Bleached Softwood Kraft (NBSK) pulp that has commanded USD 1,350-1,550 per metric tonne through the first half of 2026. The category is a textbook example of a commodity-anchored consumable: volume growth is slow, margin compression is chronic, and procurement power rests with the suppliers who control integrated pulp-to-converted capacity. > **Analyst Take.** The call is to treat bath tissue as a feedstock-anchored commodity with a regulatory cost step-up that most buyers have not yet fully priced. Lock 12-month volume contracts indexed to NBSK with a 5 percent deadband now; resi

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