A Tissue Towel Market refers to a paper towel, which is an adsorbent, disposable towel made from paper. Paper towels soak up water since they are loosely woven, enabling water to travel between the fibers. These towels are used for a similar purpose as conventional towels, such as drying hands, wiping windows and other surfaces, and dusting, and cleaning up spills.Tissue towel dispensers are often used in toilets shared by many people, as paper towels are often considered more hygienic than hot-air hand dryers and prevent bacterial infection, which reduces the risk of communicable diseases such as flu. These factors are driving the growth of the tissue towel market.

Tissue and hygiene paper consumption is positively linked to a country’s human development and health standards. As per World Health Organization (WHO), 68% of the world's population has access to improved sanitation facilities. The better the access to improved sanitation facilities, the higher the consumption of tissue towels and hygiene paper.

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Market Dynamics

The rise in health consciousness and hygiene and the high demand for residential applications drive the tissue towel market over the forecast period.The rise in health consciousness and hygiene is driving the global tissue towel market.Due to changing climatic conditions and the high incidences of flu and the common cold, increasing the demand for paper towels influence the tissue towel market.According to a recent study by the University of Westminster in London, paper towels reduce the number of bacteria on hands by an average of 76%. Health experts believe that the main reason for this is that paper towels used for drying hands create friction. This friction becomes the critical component in paper towels' hand drying efficiency as it helps remove bacteria that remain on the hands after washing. Henceforth, this prevents further contamination.

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Segment Analysis

Based on product type, tissue towel is segmented into rolled towels, folded towels, napkins, and boxed towels.The rolled towel accounts for the largest share over the forecast periodThe roll towel segment is expected to account for the largest market share among product types over the forecast period. Roll towels are more economical, less labor-intensive, and more sustainable than fold towels and box towels, which is expected to fuel the segment's growth. Furthermore, roll tissue towels are eco-friendly, as it does not require polybags.Based on the end-user industry, the tissue towel market is segmented into personal care, home care, healthcare, hospitality, commercial, and others.

Competitive Landscape

The tissue towel market is moderately competitive with the presence of local as well as global companies. Some of the key players contributing to the market's growth include Kruger Inc., Cascades Inc., Georgia-Pacific, METSÄ TISSUE, Asaleo Care Limited, HengAn, SHP Group, Kimberly-Clark Corporation, Procter & Gamble Company, Wepa Leuna GmbH, among others. The significant players adopt several growth strategies such as product launches, acquisitions, and collaborations, contributing to the global tissue towel market's growth. 

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