In 2024, retail tissue, due to the essential status of such products, grew by 5% in current value terms (a 0.9% constant value sales increase), to USD104 billion, indicating that growth largely depended on rising unit prices. In 2025, however, retail tissue is evolving into a more dynamic category, and is forecast to grow by 2% in constant value terms, reflecting broader economic, social and environmental shifts.

Economic Headwinds and Consumer Adaptation

Over the review period, rising production costs, driven by energy prices and raw material volatility, have put pressure on manufacturers and retailers alike. Consumers are becoming more price-conscious, seeking value without compromising on quality, and adopting a more cautious approach to purchasing, as disposable incomes are affected and future financial stability remains uncertain. Consumers are currently focused on purchasing the highest quality products within their budget – whether premium, standard or economy – as long as the products align with their expectations of quality, design, functionality, size, durability and visual appeal.

This environment has accelerated the rise of private label tissue products.

In 2024, the share of private label in global retail tissue reached 25% of the industry’s total value, up from 23% in 2020

^{Source: Euromonitor International}

Once considered lower tier alternatives, private label products are now offered in wider assortments, penetrating the premium price segment as well. Private label in retail tissue have grown in market share by offering comparable quality to the branded leaders at more competitive prices. Retailers are investing in branding, packaging and sustainable features, and consumers are responding positively. These days, private label products are no longer just a budget choice – instead, consumers can look to private label for better quality, more sophisticated design and improved functionality.

Boxed Tissues: A Resurgence in Place

While toilet paper dominates the category as a highly commodified product, paper towels and boxed facial tissues are rising, each appealing to consumers with their convenience of use and added value features. Between these two categories, boxed facial tissues are experiencing the strongest resurgence. In 2024, the global category’s value sales grew by 2% in constant terms, reaching USD16 billion. As well as convenience, boxed facial tissues are also favoured for a better ratio of price to functionality compared to pocket handkerchiefs.

In recent years, boxed tissues have also benefited from added functionality, achieved through the blurring of category boundaries with skin care and wellness. For example, the highly popular Scotties Ultra Soft Ultra Doux with Lotion facial tissues, launched by Kruger Products in 2024 in Canada, are three-ply, hypoallergenic and dermatologist tested, while also infused with aloe and vitamin E. In 2024, boxed facial tissues witnessed the most dynamic growth in Asia Pacific, where such products meet healthy consumer demand and show positive volume sales dynamics.

Sustainability: A Strategic Imperative

Sustainability continues to be a key driver of innovation and differentiation in the retail tissue market. Over the last year, the industry saw many launches with sustainability claims, including FSC certification (issued by the Forest Stewardship Council), recycled and alternative source materials, and biodegradable packaging.

Sustainable features in tissue products are increasingly expected by consumers, especially in developed markets. However, to stay competitive with such products, companies must clearly convey their efficacy, and link quality and added benefits to sustainability without significantly raising prices.

Outlook for 2025 and Beyond

As we move into the back-half of 2025, the retail tissue industry will need to continue adapting – balancing affordability with innovation, and functionality with environmental responsibility. The market’s evolution reflects broader shifts in consumer behaviour, economic conditions and sustainability expectations. From the rise of premium private labels to the renewed relevance of boxed tissues and the growing importance of eco-friendly features, retail tissue is no longer just a basic commodity – it is a category in motion. Customising retail tissue, making such products multifunctional and innovating with features characteristic of adjacent categories, such as personal care and health and wellness, are expected to be important growth drivers too. The companies that succeed will be those that can anticipate consumer needs and respond to market pressures, achieving a stronger competitive edge while gaining consumer interest.

The developments are covered in greater detail in our June 2025 article in Tissue World magazine.  

Read our article Key Trends Shaping the Sustainability Agenda in 2025 for more analysis on evolving sustainability trends.