Market Research Report

India Away-From-Home Tissue and Hygiene Market Research Report: Forecast (2023-2028)

By Product Type (AFH Hygiene, AFH Tissue, Other Product Types), By End-User (Business/industry, Horeca, Hospitals/Healthcare, Public), By Region (North, East, West, South), By Comp...any (Kimberly-Clark Corporation, Procter & Gamble Home Products Ltd, Unicharm India Pvt Ltd, Johnson & Johnson India Pvt Ltd, Ballarpur Industries Ltd, Nobel Hygiene India Ltd, Wintex Tissues Ltd, Wipro Consumer Products Ltd, Godrej Consumer Products Ltd) Read more

  • FMCG
  • Mar 2023
  • 98
  • CG33041

Market Insights & Analysis: India Away-From-Home Tissue and Hygiene Market (2023-28)

The India Away-From-Home Tissue and Hygiene Market is projected to grow at a CAGR of around 6.8% during the forecast period, i.e., 2023-28. The prime factor likely to propel the market growth is the ever-increasing need for a variety of tissue products to manage sanitation & hygiene in hotels, restaurants, healthcare facilities, retail establishments, educational institutions, and public spaces. Away-From-Home (AFH) Tissue and Hygiene refers to products like paper towels, toilet paper, and facial tissues, among others, used widely by people in hotels, restaurants, & the healthcare sector for maintaining a healthy lifestyle.

The adoption of HACCP (Hazard Analysis Critical Control Point) paper towels is also being boosted by the growing emphasis on proper hygiene. Several away-from-home tissue products are now in high demand in public spaces & commercial facilities owing to growing concerns over contagious diseases. Moreover, it is anticipated that the emergence of affordable, environmentally friendly tissue products would further increase the sales of Tissue and Hygiene products in the coming years.

Moreover, in the first half of 2021, India experienced a devastating second wave of COVID-19, which significantly surged the number of hospital admissions. Even though the virus affects people of all ages, however, elderly people are more likely to develop a severe infection, which frequently necessitates ICU care & ventilation. In light of the situation, the majority of hospitals chose incontinence products comprising adult diapers, bed pads, etc., for effective patient management in view of the rising hospital admissions. As a result, the AFH hygiene category experienced significant growth, eventually enhancing the India Away-From-Home Tissue and Hygiene Market size.

Report Coverage Details
Study Period Historical Data: 2018-21
Base Year: 2022
Forecast Period: 2023-28
CAGR (2023-2028) 6.8%
Region Covered North, East, West, South
Key Companies Profiled Kimberly-Clark Corporation, Procter & Gamble Home Products Ltd, Unicharm India Pvt Ltd, Johnson & Johnson India Pvt Ltd, Ballarpur Industries Ltd, Nobel Hygiene India Ltd, Wintex Tissues Ltd, Wipro Consumer Products Ltd, Godrej Consumer Products Ltd
Unit Denominations USD Million/Billion


Additionally, according to the National Statistical Office (NSO)’s Elderly in India 2021, India’s elderly population (aged 60 and above) is projected to touch 194 million in 2031. Owing to the rising geriatric population in India, the demand for incontinence products in the future is expected to escalate since elderly people are more likely to get affected by the infection. Therefore, a rising number of aged in-patients in hospitals would stimulate the growth of the India Away-From-Home Tissue and Hygiene Market in the forecast years.

Market Dynamics

Key Driver: Rising Consumer Awareness of Personal Hygiene

The major need for AFH products generally arises in hotels, restaurants, healthcare facilities, etc., owing to the growing awareness among consumers about the importance of personal hygiene. The rising instances of infection have resulted in changing consumer behavior & have necessitated the use of AFH products. The high demand from clinics & other healthcare facilities and nourishment businesses, among others, are benefitting the industry for AFH tissues & cleanliness items.

The most noteworthy demand was recorded in eateries, stores, open toilets, etc., where cleanliness items are provided extensively to customers. In addition, the rapidly rising middle-class population in India & improving disposable incomes are further stimulating market expansion. According to hospitality & travel-tech company OYO, even smaller cities like Hathras, Sasaram, etc., are experiencing a higher influx of visitors. Hence, the demand for tissue papers & hygiene products in hotels, eateries, etc., is continuously increasing, further creating new avenues for the India Away-From-Home Tissue and Hygiene Market to expand notably in the coming years.

Key Trend: Inclination Towards the Recycled Tissues to Gain Traction

Conservation of paper & trees has been a key initiative laid down by the government of India, owing to which the residents of India are becoming more & more aware of sustainable options. However, to upscale & engage more consumers, the brands are launching the products such as recycled tissues, etc., that serve as an environment-friendly solution. These new & innovative product ranges by the companies such as Eco & Close and various others are gradually gaining traction due to the surge in the adoption of sustainable & eco-friendly hygiene products.

The demand for these products majorly arises from individuals since they are equally participating in the “Conservation of Paper & Water” movement and are acting as responsible Indian citizens. Hence, the growing sustainable innovations in the AFH tissue category to engage more consumers are driving the AFH Tissue and Hygiene market in India.

Possible Restraint: Installation of Hand Dryers in Hotels/Airports to Impact AFH Tissue

Nowadays, more consumers are aware of how their daily habits impact the environment & what they can do to make a difference. Therefore, individuals are gradually inclining toward more sustainable solutions. The government of India is also encouraging the residents of the country to save natural resources by launching several initiatives such as Go Green Initiative, Clean Paper Initiative, etc., and is running campaigns to conserve water & paper.

Owing to these initiatives & plans, several government offices as well as private firms are going paperless & are installing hand dryers at buildings such as airports, various ministerial offices, commercial buildings, etc. Even the hospitality sector spaces are adopting sustainable solutions by installing hand dryers with touchless technologies in place of conventional tissues to improve visitor & employee safety as well as environmental concerns. As a result, demand for away-from-home tissues and hygiene products would be limited in the coming years.

Growth Opportunity: Government-led Plans Toward Promoting Inbound Tourism

Consumer behavior has shifted significantly in the aftermath of the pandemic, with people primarily concerned with health and hygiene. Growing hygiene consciousness and awareness are creating a beneficial effect on the AFH Tissue and Hygiene market. Furthermore, business operations have resumed, tourist attractions have reopened, and various other sectors are back to normal. Following this, commercial offices remained open, and the number of visitors to restaurants, malls, etc., increased steadily.

Moreover, the resumption of flights has ramped up the number of tourist arrivals in India, which is anticipated to drive up demand for tissues and hygiene products since establishments such as hotels, restaurants, and others are required to meet foreign hygiene standards.

In addition, the Government of India is developing plans to encourage and promote tourism, including medical tourism, which would lead to higher sales of tissue & hygiene products from both hotels & hospitals, further elevating the India Away-From-Home Tissue and Hygiene Market size. For instance, according to the Federation of Associations in Indian Tourism & Hospitality (FAITH), currently, the total tourist traffic (inbound travel) in India is only 7.1% & the government plans to increase this to around 15.9% by 2035. Hence, the growing tourism in the country would provide a notable boost to the market across the hospitality industry in the forthcoming years.

Market Segmentation

Based on Product Type:

  • AFH Hygiene
    • AFH Adult Incontinence
  • AFH Tissue
    • AFH Boxed Facial Tissues
    • AFH Paper Tableware
      • Paper Napkins
      • Tablecloths
    • Paper Towels
    • Wipers
    • Toilet Papers
  • Other Product Types

Among them, AFH Hygiene acquired a significant share of the India Away-From-Home Tissue and Hygiene Market due to the ever-increased adoption of AFH adult incontinence products by the geriatric population in the country. In addition, Boxed Facial Tissues under the segment AFH Tissues, also witnessed a remarkable growth in their demand during the historical period, owing to the surge in consumer requirements for sterilized, antibacterial facial tissues permeated with anti-virus agents to help curb the rapidly spreading bacteria in cold and flu viruses in cough, sneeze, or nasal discharge.

Hence, consumers are increasingly opting for anti-bacterial facial tissues on account of the significantly rising instance of infectious diseases, in addition, to meet the ever-changing consumer demands, several companies are offering a wide range of these products. For instance, Kimberly- Clark's anti-viral facial tissue, Kleenex, which was launched back in 2005, experienced a dramatic upward trend in revenue following the outbreak of COVID-19, as it claims to kill over 99.9% of cold & flu viruses in the tissue. As a result, rising consumer concern regarding communicable disease outbreaks is expected to boost AFH Tissue market sales in the coming years. 

Based on End Users:

  • Business/Industry
  • HoReCa (Hotel, Restaurant, Cafe)
  • Hospitals/Healthcare
  • Public

Of them all, HoReCa (Hotel, Rostaurant, Cofe), gained a significant share of the AFH market owing to the increasing adoption of tissues & hygiene products by hotels & restaurants. The HoReCa often enforces precautionary measures for guests, owing to which it is among the largest end-users of the market. Further, the expanding establishment of hotels, owing to the rapidly surging influx of tourists & travelers, is also benefitting the overall market growth. For instance, The Hyatt Hotels Corporation opened over 8 new hotels in India in 2022 and plans to open more than 10 by 2023. As a result, demand for these products is expected to rise further as more retail & hotel chains emerge.

Regulatory Landscape in the India Away-From-Home Tissue and Hygiene Market  

In light of COVID-19, the Ministry of Health and Family Welfare, India, issued National Guidelines for Infection Prevention and Control in Healthcare Facilities guidelines that state, "If resources permit, Healthcare Facilities (HCFs) should ensure the availability of materials such as tissues and foot-operated waste bins for adhering to respiratory hygiene and cough etiquette in waiting areas for patients and visitors". As a result of these regulations, healthcare facilities across India were compelled to keep tissues to ensure hygiene standards in hospitals and clinics, thereby driving the market for AFH Tissue and Hygiene in India.

Furthermore, changing consumer behavior post-COVID & the effect of the implemented policy in the previous years has encouraged hospitals to maintain safety standards, resulting in increased demand for the AFH Tissue and Hygiene product.

Recent Developments by the Leading Companies

  • 2022: Kimberly-Clark Corporation announced to reduce the carbon footprints of its brands like Huggies, Depend, & Kotex by over 50% by 2030. The company is working in line with the government of India’s vision to reduce carbon emissions & promote sustainability across the globe.

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Frequently Asked Questions

   A. The India Away-From-Home Tissue and Hygiene Market is set to record around 6.8% CAGR during 2023-28.

   A. The increasing awareness of the importance of personal hygiene is the prime aspect projected to drive the India Away-From-Home Tissue and Hygiene Market through 2028.

   A. The key companies operating in the India Away-From-Home Tissue and Hygiene Market include Kimberly-Clark Corporation, Procter & Gamble Home Products Ltd, Unicharm India Pvt Ltd, Johnson & Johnson India Pvt Ltd, Ballarpur Industries Ltd, Nobel Hygiene India Ltd, Nobel Hygiene India Ltd, Wintex Tissues Ltd, Wipro Consumer Products Ltd, Godrej Consumer Products Ltd, and others.

   A. HoReCa (Hotel, Restaurant, Cafe) is likely to lead the India Away-From-Home Tissue and Hygiene Market.

   A. The rising adoption of recycled tissue papers is the key trend projected to spur growth in the India Away-From-Home Tissue and Hygiene Market.

   A. Environmentally friendly habits or government-led plans for sustainability are likely to impact Away-From-Home Tissue and Hygiene Market in the future.

  1. Market Segmentation
  2. Introduction
    1. Product Definition
    2. Research Process
    3. Assumptions
  3. Executive Summary
  4. India Away-From-Home Tissue and Hygiene Market Trends & Insights
  5. India Away-From-Home Tissue and Hygiene Market Dynamics
    1. Drivers
    2. Challenges
  6. India Away-From-Home Tissue and Hygiene Market Porters Five Forces Analysis
  7. India Away-From-Home Tissue and Hygiene Market Regulations & Policies
  8. India Away-From-Home Tissue and Hygiene Market Hotspots & Opportunities
  9. India Away-From-Home Tissue and Hygiene Market Outlook, 2018-2028F
    1. Market Size & Analysis
      1. By Revenues (USD Million)
    2. Market Share & Analysis
      1. By Product Type
        1. AFH Hygiene
          1. AFH Adult Incontinence
        2. AFH Tissue
          1. AFH Boxed Facial Tissues
          2. AFH Paper Tableware
            1. Paper Napkins
            2. Tablecloths
          3. Paper Towels
          4. Wipers
          5. Toilet Papers
        3. Other Product Types
      2. By End-User
        1. Business/industry
        2. Horeca
        3.  Hospitals/Healthcare
        4.  Public
      3. By Region
        1. North
        2. East
        3. West
        4. South
      4. By Company  
        1. Competition Characteristics
        2. Market Share of Leading Companies
  10. India Away-From-Home Tissue and Hygiene Market Key Strategic Imperatives for Growth & Success
  11. Competition Outlook
    1. Competition Matrix
      1. Brand Specialization
      2. Target Markets
      3. Target End Users
      4. Research & Development
      5. Strategic Alliances
      6. Strategic Initiatives
    2. Company Profiles
      1. Kimberly-Clark Corporation
      2. Procter & Gamble Home Products Ltd
      3. Unicharm India Pvt Ltd
      4. Johnson & Johnson India Pvt Ltd
      5.  Ballarpur Industries Ltd
      6. Nobel Hygiene India Ltd
      7. Wintex Tissues Ltd
      8. Wipro Consumer Products Ltd
      9. Godrej Consumer Products Ltd
  12. Disclaimer

India Away-from-Home Tissue and Hygiene Market - Segmentation Slide