Hand Towel Global Market Report 2026

A hand towel is a rectangular piece of absorbent paper made from tissue paper, as opposed to cloth. Paper towels have the ability to absorb water due to their loose weaving, allowing water to move between the sheets even against gravity, a phenomenon known as the capillary effect. They are available in various forms, including individually packed stacks of folded towels or coiled rolls. Paper towels serve similar purposes to traditional towels, such as drying hands, wiping hands or the face, cleaning windows, dusting, and cleaning up spills.

The primary product types of hand towels are rolled paper towels, boxed paper towels, and multifold paper towels. Multifold towels are paper hand towels that are folded into three layers in an accordion shape. Before folding, these 1-ply towels typically measure about 9.2 inches by 9.4 inches in sheet size. Hand towels are distributed through various channels, including supermarkets, hypermarkets, convenience stores, specialty stores, online platforms, and others. They find use in both residential and commercial applications.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs are influencing the hand towel market by increasing costs of imported pulp, paper processing machinery, packaging materials, and dispensing systems. Commercial and institutional buyers in North America and Europe are most affected due to reliance on imported raw materials, while Asia-Pacific faces cost pressure on export-oriented paper towel production. These tariffs are contributing to higher product pricing and operational costs. At the same time, they are encouraging local pulp sourcing, domestic paper manufacturing investments, and innovation in lightweight and recyclable hand towel solutions.

The hand towel market research report is one of a series of new reports from The Business Research Company that provides hand towel market statistics, including hand towel industry global market size, regional shares, competitors with a hand towel market share, detailed hand towel market segments, market trends and opportunities, and any further data you may need to thrive in the hand towel industry. This hand towel market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The hand towel market size has grown steadily in recent years. It will grow from $3.14 billion in 2025 to $3.29 billion in 2026 at a compound annual growth rate (CAGR) of 4.9%. The growth in the historic period can be attributed to increasing commercial cleaning requirements, rising usage in foodservice and hospitality sectors, expansion of retail distribution networks, growing urbanization trends, increased consumer preference for disposable hygiene products.

The hand towel market size is expected to see strong growth in the next few years. It will grow to $4.1 billion in 2030 at a compound annual growth rate (CAGR) of 5.6%. The growth in the forecast period can be attributed to rising focus on sustainable packaging solutions, increasing penetration of institutional hygiene products, growing adoption of smart dispensers in public spaces, expansion of e-commerce sales channels, increasing regulatory emphasis on hygiene compliance. Major trends in the forecast period include increasing use of recycled and eco-friendly paper materials, rising demand for high-absorbency paper towels, growing adoption of touchless dispensing systems, expansion of premium and multi-fold towel formats, enhanced focus on hygiene and safety standards.

The growing awareness about hygiene in countries worldwide is a major factor contributing to the expansion of the hand towel market. Maintaining hygiene and sanitation is crucial for preventing and controlling the spread of numerous serious human diseases, including cholera, diarrhea, ebola, and the recent coronavirus. This rise in hygiene awareness is primarily driven by greater public focus on health protection, prompting individuals to adopt cleaner practices to minimize the risk of illness. Hand towels support hygiene by enabling effective hand drying, reducing moisture that can harbor germs, and lowering the transmission of bacteria. For example, in August 2025, according to the United Nations International Children's Emergency Fund (UNICEF), a US-based humanitarian aid organization, in 2024, 1.7 billion people still lacked basic hygiene services, including 611 million without any handwashing facilities, while four countries had already achieved universal access (>99%) to basic hygiene services and another nine were on track to reach it by 2030. Hence, the increasing awareness about hygiene across countries is anticipated to drive the growth of the hand towel market.

Major companies in the hand towel market are concentrating on innovations such as single-use, hygienic towel designs for hand and face applications to enhance user convenience, minimize contamination risks, and ensure fast and efficient drying. A single-use hand and face towel is designed to be dispensed from a sanitary box one sheet at a time, offering a clean, disposable alternative to traditional reusable cotton towels, while preserving softness and absorbency. For example, in September 2024, Selpak, a Turkey-based hygiene products company, introduced the Next-Generation Hand and Face Towel. The product offers a hygienic, single-use design that promotes personal hygiene, provides practical usability in both public and home environments, and lowers the risk of cross-contamination compared to conventional hand towels.

In May 2024, Asia Pacific Resources International Limited (APRIL), a Singapore-based producer of fibre, pulp, and paper, acquired Origami Cellulo Private Limited for an undisclosed amount. Through this acquisition, APRIL Group intends to enhance its presence in the Indian tissue and hygiene paper market by utilizing Origami's integrated manufacturing and converting capabilities for products such as hand towels, kitchen towels, facial tissues, toilet tissue rolls, paper napkins, and wet wipes. Origami Cellulo Private Limited is an India-based company offering consumer tissue products, including hand towels and other hygiene paper items.

Major companies operating in the hand towel market are Kimberly-Clark Corporation, The Procter & Gamble Company, Svenska Cellulosa Aktiebolaget SCA, Essity AB, Sofidel S.p.A., WEPA Group, Cascades Inc., Asia Pulp & Paper Group, Asaleo Care Limited, Hengan International Group Company Limited, Clearwater Paper Corporation, Irving Consumer Products Limited, Kruger Products Inc., Lucart Group, Renova Group, Oji Holdings Corporation, Nippon Paper Industries Co. Ltd., Domtar Corporation, Suzano S.A., APRIL Group, Nine Dragons Paper Holdings Limited

Asia-Pacific was the largest region in the hand towel market in 2025. North America was the second largest region in the hand towel market. The regions covered in the hand towel market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the hand towel market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The hand towel market consists of sales cotton, lyocell, linen, and synthetic microfibers. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Hand Towel Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses hand towel market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

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Where is the largest and fastest growing market for hand towel ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The hand towel market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Product Type: Rolled Paper Towels; Boxed Paper Towels; Multifold Paper Towel
• 2) By Distribution Channel: Supermarkets And Hypermarkets; Convenience Stores; Specialty Stores; Online Channels; Other Distribution Channels
• 3) By Application: Residential; Commercial
• Subsegments:
• 1) By Rolled Paper Towels: Center-Pull Paper Towels; Roll Paper Towels
• 2) By Boxed Paper Towels: Standard Boxed Paper Towels; Premium Boxed Paper Towels
• 3) By Multifold Paper Towels: Z-Fold Paper Towels; M-Fold Paper Towels
• Companies Mentioned: Kimberly-Clark Corporation; The Procter & Gamble Company; Svenska Cellulosa Aktiebolaget SCA; Essity AB; Sofidel S.p.A.; WEPA Group; Cascades Inc.; Asia Pulp & Paper Group; Asaleo Care Limited; Hengan International Group Company Limited; Clearwater Paper Corporation; Irving Consumer Products Limited; Kruger Products Inc.; Lucart Group; Renova Group; Oji Holdings Corporation; Nippon Paper Industries Co. Ltd.; Domtar Corporation; Suzano S.A.; APRIL Group; Nine Dragons Paper Holdings Limited
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
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