Mar 15, 2025
IndexBox has just published a new report: World - Household And Sanitary Articles of Paper - Market Analysis, Forecast, Size, Trends And Insights.
The demand for household and sanitary paper products is on the rise globally, leading to a projected increase in market consumption. By 2035, the market volume is anticipated to reach 112M tons, and the market value is expected to reach $301.2B in nominal prices.
Market Forecast
Driven by increasing demand for household and sanitary articles of paper worldwide, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to decelerate, expanding with an anticipated CAGR of +1.7% for the period from 2024 to 2035, which is projected to bring the market volume to 112M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +2.4% for the period from 2024 to 2035, which is projected to bring the market value to $301.2B (in nominal wholesale prices) by the end of 2035.
Consumption
World's Consumption of Household and Sanitary Articles of Paper
In 2024, approx. 93M tons of household and sanitary articles of paper were consumed worldwide; rising by 3.2% against 2023. The total consumption volume increased at an average annual rate of +2.9% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth was the most pronounced in 2020 with an increase of 7.8%. Global consumption peaked at 95M tons in 2022; however, from 2023 to 2024, consumption failed to regain momentum.
The size of the market for household and sanitary articles of paper worldwide amounted to $230.8B in 2024, remaining relatively unchanged against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +2.9% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, the global market attained the maximum level at $237.2B in 2021; however, from 2022 to 2024, consumption remained at a lower figure.
Consumption By Country
China (19M tons) remains the largest household and sanitary articles of paper consuming country worldwide, accounting for 20% of total volume. Moreover, consumption of household and sanitary articles of paper in China exceeded the figures recorded by the second-largest consumer, the United States (8.2M tons), twofold. Indonesia (3.5M tons) ranked third in terms of total consumption with a 3.7% share.
From 2013 to 2024, the average annual growth rate of volume in China totaled +6.6%. The remaining consuming countries recorded the following average annual rates of consumption growth: the United States (+4.9% per year) and Indonesia (+2.4% per year).
In value terms, China ($45.8B) led the market, alone. The second position in the ranking was taken by the United States ($22.9B). It was followed by Japan.
In China, the market of household and sanitary articles of paper increased at an average annual rate of +6.8% over the period from 2013-2024. The remaining consuming countries recorded the following average annual rates of market growth: the United States (+5.2% per year) and Japan (+2.1% per year).
The countries with the highest levels of household and sanitary articles of paper per capita consumption in 2024 were Japan (26 kg per person), the United States (24 kg per person) and Turkey (20 kg per person).
From 2013 to 2024, the most notable rate of growth in terms of paper, amongst the main consuming countries, was attained by China (with a CAGR of +6.2%), while paper for the other global leaders experienced more modest paces of growth.
Production
World's Production of Household and Sanitary Articles of Paper
In 2024, approx. 93M tons of household and sanitary articles of paper were produced worldwide; growing by 3.8% compared with 2023 figures. The total output volume increased at an average annual rate of +2.9% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The most prominent rate of growth was recorded in 2020 with an increase of 8.2% against the previous year. Global production peaked at 95M tons in 2022; however, from 2023 to 2024, production remained at a lower figure.
In value terms, production of household and sanitary articles of paper totaled $229.5B in 2024 estimated in export price. The total output value increased at an average annual rate of +2.8% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The most prominent rate of growth was recorded in 2018 when the production volume increased by 22% against the previous year. Over the period under review, global production of attained the peak level at $234.5B in 2021; however, from 2022 to 2024, production failed to regain momentum.
Production By Country
China (20M tons) remains the largest household and sanitary articles of paper producing country worldwide, comprising approx. 21% of total volume. Moreover, production of household and sanitary articles of paper in China exceeded the figures recorded by the second-largest producer, the United States (7.5M tons), threefold. The third position in this ranking was taken by Indonesia (3.5M tons), with a 3.8% share.
In China, production of household and sanitary articles of paper expanded at an average annual rate of +6.7% over the period from 2013-2024. In the other countries, the average annual rates were as follows: the United States (+4.2% per year) and Indonesia (+2.4% per year).
Imports
World's Imports of Household and Sanitary Articles of Paper
After two years of growth, supplies from abroad of household and sanitary articles of paper decreased by -6.9% to 5.4M tons in 2024. Overall, imports, however, continue to indicate a relatively flat trend pattern. The pace of growth was the most pronounced in 2020 with an increase of 5.1% against the previous year. Global imports peaked at 5.8M tons in 2023, and then fell in the following year.
In value terms, imports of household and sanitary articles of paper dropped to $13.3B in 2024. The total import value increased at an average annual rate of +1.1% from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth appeared the most rapid in 2022 when imports increased by 17% against the previous year. Global imports peaked at $14.7B in 2023, and then shrank in the following year.
Imports By Country
In 2024, the United States (949K tons), distantly followed by Germany (349K tons) were the main importers of household and sanitary articles of paper, together constituting 24% of total imports. The following importers - Japan (241K tons), Canada (236K tons), France (216K tons), the Netherlands (215K tons), the UK (174K tons), Hong Kong SAR (159K tons), the Czech Republic (141K tons) and Australia (133K tons) - together made up 28% of total imports.
The United States was also the fastest-growing in terms of the household and sanitary articles of paper imports, with a CAGR of +6.4% from 2013 to 2024. At the same time, Japan (+5.1%), the Netherlands (+5.0%), the Czech Republic (+2.5%), Australia (+2.1%) and Hong Kong SAR (+1.2%) displayed positive paces of growth. The UK experienced a relatively flat trend pattern. By contrast, Germany (-2.7%), Canada (-3.1%) and France (-3.4%) illustrated a downward trend over the same period. The United States (+8.4 p.p.), Japan (+1.8 p.p.) and the Netherlands (+1.6 p.p.) significantly strengthened its position in terms of the global imports, while Canada, France and Germany saw its share reduced by -2.1%, -2.1% and -2.6% from 2013 to 2024, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.
In value terms, the United States ($2B) constitutes the largest market for imported household and sanitary articles of paper worldwide, comprising 15% of global imports. The second position in the ranking was held by Germany ($842M), with a 6.3% share of global imports. It was followed by Canada, with a 5.7% share.
From 2013 to 2024, the average annual growth rate of value in the United States totaled +5.5%. The remaining importing countries recorded the following average annual rates of imports growth: Germany (-1.6% per year) and Canada (+0.0% per year).
Import Prices By Country
The average import price for household and sanitary articles of paper stood at $2,462 per ton in 2024, falling by -2.7% against the previous year. Overall, the import price, however, saw a relatively flat trend pattern. The growth pace was the most rapid in 2022 when the average import price increased by 12%. Global import price peaked at $2,531 per ton in 2023, and then reduced slightly in the following year.
Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Canada ($3,181 per ton), while Hong Kong SAR ($1,566 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Canada (+3.3%), while the other global leaders experienced more modest paces of growth.
Exports
World's Exports of Household and Sanitary Articles of Paper
For the third year in a row, the global market recorded growth in shipments abroad of household and sanitary articles of paper, which increased by 2.5% to 5.9M tons in 2024. The total export volume increased at an average annual rate of +1.6% from 2013 to 2024; the trend pattern remained relatively stable, with only minor fluctuations being recorded in certain years. The pace of growth appeared the most rapid in 2019 with an increase of 14%. The global exports peaked at 6.2M tons in 2020; however, from 2021 to 2024, the exports failed to regain momentum.
In value terms, exports of household and sanitary articles of paper shrank markedly to $12.9B in 2024. The total export value increased at an average annual rate of +1.3% over the period from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The pace of growth appeared the most rapid in 2022 when exports increased by 19% against the previous year. The global exports peaked at $15.2B in 2023, and then contracted remarkably in the following year.
Exports By Country
In 2024, China (1.3M tons), distantly followed by the Netherlands (819K tons), Germany (371K tons), Italy (355K tons), Canada (303K tons) and the United States (284K tons) represented the main exporters of household and sanitary articles of paper, together making up 58% of total exports. Poland (266K tons), France (191K tons), Spain (153K tons) and Sweden (134K tons) followed a long way behind the leaders.
From 2013 to 2024, the biggest increases were recorded for the Netherlands (with a CAGR of +20.7%), while shipments for the other global leaders experienced more modest paces of growth.
In value terms, China ($2.7B) remains the largest household and sanitary articles of paper supplier worldwide, comprising 21% of global exports. The second position in the ranking was taken by Germany ($1.2B), with a 9% share of global exports. It was followed by the United States, with a 7.2% share.
From 2013 to 2024, the average annual growth rate of value in China totaled +7.6%. The remaining exporting countries recorded the following average annual rates of exports growth: Germany (-1.8% per year) and the United States (-1.2% per year).
Export Prices By Country
The average export price for household and sanitary articles of paper stood at $2,172 per ton in 2024, reducing by -17.4% against the previous year. In general, the export price showed a relatively flat trend pattern. The growth pace was the most rapid in 2018 an increase of 21% against the previous year. Over the period under review, the average export prices attained the peak figure at $2,628 per ton in 2023, and then fell dramatically in the following year.
There were significant differences in the average prices amongst the major exporting countries. In 2024, amid the top suppliers, the country with the highest price was the United States ($3,285 per ton), while the Netherlands ($495 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Poland (+2.4%), while the other global leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
