Tissue Paper: Market Size & Forecast 2026

The global tissue paper market sits at approximately USD 95 billion in 2025 (base year), expanding on a 3.4% CAGR through 2032 to a directional USD 120 billion endpoint. Demand is anchored in mature North American and European at-home replacement cycles, accelerating at-home premiumisation in Asia-Pacific, and a structurally resilient AfH (away-from-home) institutional channel. Cost structure is dominated by NBSK and BHKP market pulp, which together drive roughly 42% of finished-goods cost. The US-China tariff stack (Section 122 at 15% from 22 February 2026 plus Section 301 at 25% from 10 May 2019) and the EU anti-dumping order on Chinese tissue (continued in force following the January 2025 USDOC and February 2025 USITC sunset review) remain the dominant trade-defence variables. Buyer Power Score sits at -2.4 (supplier-favoring) on the -5.0 to +5.0 scale, reflecting concentrated supply

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