Mar 18, 2025
IndexBox has just published a new report: Middle East - Toilet Paper, Napkins, Towels and Tissue Stock - Market Analysis, Forecast, Size, Trends And Insights.
The Middle East market for toilet paper, napkins, towels, and tissue stock is projected to experience a steady increase in consumption over the period from 2024 to 2035, with a forecasted CAGR of +3.0%. By the end of 2035, the market volume is expected to reach 7.4 million tons, while the market value is projected to grow to $18 billion in nominal prices.
Market Forecast
Driven by increasing demand for toilet paper, napkins, towels and tissue stock in the Middle East, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +3.0% for the period from 2024 to 2035, which is projected to bring the market volume to 7.4M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +3.0% for the period from 2024 to 2035, which is projected to bring the market value to $18B (in nominal wholesale prices) by the end of 2035.
Consumption
Middle East's Consumption of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, consumption of toilet paper, napkins, towels and tissue stock in the Middle East fell slightly to 5.4M tons, with a decrease of -2.2% on 2023. The total consumption volume increased at an average annual rate of +3.1% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, consumption reached the peak volume at 5.7M tons in 2022; however, from 2023 to 2024, consumption failed to regain momentum.
The value of the market for toilet paper, napkins, towels and tissue stock in the Middle East declined remarkably to $13.1B in 2024, dropping by -21.5% 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). Overall, consumption, however, posted a buoyant increase. The level of consumption peaked at $23.3B in 2021; however, from 2022 to 2024, consumption remained at a lower figure.
Consumption By Country
The country with the largest volume of toilet, towel and tissue paper consumption was Iran (1.8M tons), comprising approx. 34% of total volume. Moreover, toilet, towel and tissue paper consumption in Iran exceeded the figures recorded by the second-largest consumer, Saudi Arabia (770K tons), twofold. The third position in this ranking was taken by Turkey (626K tons), with a 12% share.
In Iran, toilet, towel and tissue paper consumption increased at an average annual rate of +2.5% over the period from 2013-2024. In the other countries, the average annual rates were as follows: Saudi Arabia (+2.5% per year) and Turkey (+6.3% per year).
In value terms, the largest toilet, towel and tissue paper markets in the Middle East were Turkey ($4.7B), Iran ($2.6B) and Saudi Arabia ($1.6B), with a combined 68% share of the total market.
In terms of the main consuming countries, Turkey, with a CAGR of +22.0%, recorded the highest growth rate of market size over the period under review, while market for the other leaders experienced more modest paces of growth.
The countries with the highest levels of toilet, towel and tissue paper per capita consumption in 2024 were Lebanon (41 kg per person), the United Arab Emirates (32 kg per person) and Jordan (30 kg per person).
From 2013 to 2024, the biggest increases were recorded for Turkey (with a CAGR of +5.1%), while consumption for the other leaders experienced more modest paces of growth.
Consumption By Type
The products with the highest volumes of consumption in 2024 were toilet paper (2.2M tons), toilet or facial tissue stock, towel and similar paper (2M tons) and paper hand towels (1.2M tons).
From 2013 to 2024, the biggest increases were recorded for paper hand towels (with a CAGR of +4.6%), while consumption for the other products experienced more modest paces of growth.
In value terms, the largest types of toilet paper, napkins, towels and tissue stock in terms of market size were toilet paper ($5.3B), toilet or facial tissue stock, towel and similar paper ($4.3B) and paper hand towels ($3.4B).
Toilet or facial tissue stock, towel and similar paper, with a CAGR of +8.5%, saw the highest rates of growth with regard to market size among the main consumed products over the period under review, while market for the other products experienced more modest paces of growth.
Production
Middle East's Production of Toilet Paper, Napkins, Towels and Tissue Stock
Toilet, towel and tissue paper production was estimated at 5.8M tons in 2024, remaining relatively unchanged against the previous year. The total output volume increased at an average annual rate of +3.7% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The pace of growth was the most pronounced in 2015 when the production volume increased by 9.4%. The volume of production peaked at 5.9M tons in 2022; however, from 2023 to 2024, production failed to regain momentum.
In value terms, toilet, towel and tissue paper production declined significantly to $13.6B in 2024 estimated in export price. In general, production continues to indicate a strong expansion. The most prominent rate of growth was recorded in 2020 when the production volume increased by 126%. Over the period under review, production reached the maximum level at $23.4B in 2021; however, from 2022 to 2024, production remained at a lower figure.
Production By Country
The countries with the highest volumes of production in 2024 were Iran (1.8M tons), Turkey (1.2M tons) and Saudi Arabia (686K tons), together comprising 64% of total production.
From 2013 to 2024, the biggest increases were recorded for Turkey (with a CAGR of +7.8%), while production for the other leaders experienced more modest paces of growth.
Production By Type
The products with the highest volumes of production in 2024 were toilet or facial tissue stock, towel and similar paper (2.4M tons), toilet paper (2.2M tons) and paper hand towels (1.2M tons).
From 2013 to 2024, the biggest increases were recorded for paper hand towels (with a CAGR of +4.7%), while production for the other products experienced more modest paces of growth.
In value terms, the largest types of toilet paper, napkins, towels and tissue stock in terms of market size were toilet paper ($5.3B), toilet or facial tissue stock, towel and similar paper ($4.8B) and paper hand towels ($3.4B).
Among the main produced products, toilet or facial tissue stock, towel and similar paper, with a CAGR of +9.2%, recorded the highest rates of growth with regard to market size over the period under review, while production for the other products experienced more modest paces of growth.
Imports
Middle East's Imports of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, approx. 456K tons of toilet paper, napkins, towels and tissue stock were imported in the Middle East; with a decrease of -12.5% compared with 2023 figures. Over the period under review, imports, however, showed a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 with an increase of 25%. As a result, imports attained the peak of 564K tons. From 2023 to 2024, the growth of imports failed to regain momentum.
In value terms, toilet, towel and tissue paper imports reduced markedly to $769M in 2024. The total import value increased at an average annual rate of +1.2% from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded in certain years. The pace of growth appeared the most rapid in 2022 when imports increased by 48% against the previous year. As a result, imports reached the peak of $1B. From 2023 to 2024, the growth of imports remained at a somewhat lower figure.
Imports By Country
The countries with the highest levels of toilet, towel and tissue paper imports in 2024 were Saudi Arabia (116K tons), Iraq (78K tons), Israel (62K tons) and the United Arab Emirates (47K tons), together amounting to 66% of total import. Qatar (27K tons) took the next position in the ranking, followed by Jordan (25K tons). All these countries together held approx. 11% share of total imports. Oman (19K tons), Yemen (15K tons), Kuwait (15K tons) and Palestine (14K tons) followed a long way behind the leaders.
From 2013 to 2024, the biggest increases were recorded for Jordan (with a CAGR of +13.3%), while purchases for the other leaders experienced more modest paces of growth.
In value terms, Saudi Arabia ($152M), Iraq ($135M) and Israel ($122M) constituted the countries with the highest levels of imports in 2024, together comprising 53% of total imports. The United Arab Emirates, Qatar, Oman, Jordan, Palestine, Kuwait and Yemen lagged somewhat behind, together comprising a further 38%.
Palestine, with a CAGR of +14.4%, recorded the highest rates of growth with regard to the value of imports, among the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.
Imports By Type
In 2024, toilet or facial tissue stock, towel and similar paper (287K tons) represented the main type of toilet paper, napkins, towels and tissue stock, generating 63% of total imports. Paper hand towels (96K tons) took the second position in the ranking, followed by toilet paper (73K tons). All these products together held approx. 37% share of total imports.
Toilet or facial tissue stock, towel and similar paper was also the fastest-growing in terms of imports, with a CAGR of +1.2% from 2013 to 2024. Paper hand towels experienced a relatively flat trend pattern. toilet paper (-1.2%) illustrated a downward trend over the same period. From 2013 to 2024, the share of toilet or facial tissue stock, towel and similar paper increased by +4.8 percentage points.
In value terms, the largest types of imported toilet paper, napkins, towels and tissue stock were toilet or facial tissue stock, towel and similar paper ($413M), paper hand towels ($225M) and toilet paper ($131M).
In terms of the main imported products, toilet or facial tissue stock, towel and similar paper, with a CAGR of +2.6%, saw the highest growth rate of the value of imports, over the period under review, while purchases for the other products experienced mixed trends in the imports figures.
Import Prices By Type
The import price in the Middle East stood at $1,686 per ton in 2024, with a decrease of -10.1% against the previous year. Over the period under review, the import price, however, saw a relatively flat trend pattern. The most prominent rate of growth was recorded in 2022 an increase of 18% against the previous year. The level of import peaked at $1,874 per ton in 2023, and then fell in the following year.
Prices varied noticeably by the product type; the product with the highest price was paper hand towels ($2,338 per ton), while the price for toilet or facial tissue stock, towel and similar paper ($1,438 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by tissue paper (+1.3%), while the other products experienced more modest paces of growth.
Import Prices By Country
In 2024, the import price in the Middle East amounted to $1,686 per ton, waning by -10.1% against the previous year. In general, the import price, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2022 an increase of 18% against the previous year. The level of import peaked at $1,874 per ton in 2023, and then reduced in the following year.
Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Palestine ($2,413 per ton), while Saudi Arabia ($1,312 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Israel (+2.9%), while the other leaders experienced more modest paces of growth.
Exports
Middle East's Exports of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, toilet, towel and tissue paper exports in the Middle East skyrocketed to 872K tons, rising by 16% on the year before. Total exports indicated a buoyant expansion from 2013 to 2024: its volume increased at an average annual rate of +5.8% over the last eleven years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, exports increased by +43.6% against 2021 indices. The most prominent rate of growth was recorded in 2016 when exports increased by 26% against the previous year. Over the period under review, the exports attained the maximum in 2024 and are likely to continue growth in the near future.
In value terms, toilet, towel and tissue paper exports rose notably to $1.3B in 2024. Over the period under review, exports showed a strong increase. The most prominent rate of growth was recorded in 2022 when exports increased by 60% against the previous year. The level of export peaked in 2024 and is likely to continue growth in the immediate term.
Exports By Country
Turkey represented the main exporting country with an export of around 586K tons, which recorded 67% of total exports. The United Arab Emirates (165K tons) held a 19% share (based on physical terms) of total exports, which put it in second place, followed by Jordan (7.6%). Saudi Arabia (33K tons) and Bahrain (16K tons) followed a long way behind the leaders.
Turkey was also the fastest-growing in terms of the toilet paper, napkins, towels and tissue stock exports, with a CAGR of +9.6% from 2013 to 2024. At the same time, the United Arab Emirates (+5.4%) and Jordan (+1.9%) displayed positive paces of growth. By contrast, Saudi Arabia (-2.1%) and Bahrain (-10.1%) illustrated a downward trend over the same period. Turkey (+22 p.p.) significantly strengthened its position in terms of the total exports, while Jordan, Saudi Arabia and Bahrain saw its share reduced by -3.9%, -5.1% and -9% from 2013 to 2024, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.
In value terms, Turkey ($792M) remains the largest toilet, towel and tissue paper supplier in the Middle East, comprising 60% of total exports. The second position in the ranking was held by the United Arab Emirates ($278M), with a 21% share of total exports. It was followed by Jordan, with a 9.6% share.
In Turkey, toilet, towel and tissue paper exports increased at an average annual rate of +9.6% over the period from 2013-2024. In the other countries, the average annual rates were as follows: the United Arab Emirates (+6.6% per year) and Jordan (+4.7% per year).
Exports By Type
In 2024, toilet or facial tissue stock, towel and similar paper (679K tons) represented the largest type of toilet paper, napkins, towels and tissue stock, constituting 78% of total exports. Paper hand towels (112K tons) ranks second in terms of the total exports with a 13% share, followed by toilet paper (9.3%).
Toilet or facial tissue stock, towel and similar paper was also the fastest-growing in terms of exports, with a CAGR of +8.1% from 2013 to 2024. At the same time, paper hand towels (+1.1%) displayed positive paces of growth. Toilet paper experienced a relatively flat trend pattern. While the share of toilet or facial tissue stock, towel and similar paper (+16 p.p.) increased significantly in terms of the total exports from 2013-2024, the share of toilet paper (-8 p.p.) and paper hand towels (-8.3 p.p.) displayed negative dynamics.
In value terms, toilet or facial tissue stock, towel and similar paper ($915M) remains the largest type of toilet paper, napkins, towels and tissue stock supplied in the Middle East, comprising 70% of total exports. The second position in the ranking was taken by paper hand towels ($239M), with an 18% share of total exports.
For toilet or facial tissue stock, towel and similar paper, exports expanded at an average annual rate of +8.6% over the period from 2013-2024. With regard to the other exported products, the following average annual rates of growth were recorded: paper hand towels (+1.3% per year) and toilet paper (+2.3% per year).
Export Prices By Type
In 2024, the export price in the Middle East amounted to $1,507 per ton, shrinking by -5% against the previous year. In general, the export price, however, saw a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 an increase of 29%. As a result, the export price reached the peak level of $1,678 per ton. From 2023 to 2024, the export prices failed to regain momentum.
There were significant differences in the average prices amongst the major exported products. In 2024, the product with the highest price was paper hand towels ($2,128 per ton), while the average price for exports of toilet or facial tissue stock, towel and similar paper ($1,347 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by toilet paper (+2.3%), while the other products experienced more modest paces of growth.
Export Prices By Country
The export price in the Middle East stood at $1,507 per ton in 2024, declining by -5% against the previous year. Over the period under review, the export price, however, recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 an increase of 29%. As a result, the export price attained the peak level of $1,678 per ton. From 2023 to 2024, the export prices remained at a somewhat lower figure.
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 Saudi Arabia ($2,190 per ton), while Turkey ($1,352 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Jordan (+2.8%), while the other leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
