Kitchen Towel Market Size By Product Type (Paper, Cotton, Linen, Microfiber, Others), By Usage (Dish Towels, Tea Towels, Chef Towels, Others), By Pricing (Low, Medium, High), By Application (Residential, Commercial), By Distribution Channel (Online Channels, Offline Channels), Forecast 2024 – 2032

Kitchen Towel Market Size

Kitchen Towel market size was valued at USD 3.2 billion in 2023 and is anticipated to register a CAGR of 5.5% between 2024 and 2032. With an emphasis on convenience, hygiene, and sustainability, consumers are increasingly seeking kitchen towels made from eco-friendly materials such as recycled fibers or bamboo. Additionally, innovations in design and packaging, as well as the introduction of scented or antibacterial options, are driving market growth and differentiation among competitors.  
 

The burgeoning demand from the hospitality sector, including restaurants, hotels, and catering services, is propelling market expansion. According to credible sources, the global hotel industry is to experience a 6.6% growth in RevPAR (revenue per available room) in 2024. As these businesses prioritize cleanliness and efficiency in their operations, the need for high-quality, absorbent kitchen towels for various tasks is on the rise. Secondly, there is a noticeable uptick in consumer awareness and emphasis on personal hygiene and wellness, particularly considering recent global health concerns.
 

For instance, the global hygiene products market is projected to reach $455.1 billion by 2028, reflecting a growing demand for towels, soaps, and other hygiene essentials. This heightened focus is prompting individuals to invest in premium kitchen towels that offer superior performance and hygiene benefits. Lastly, the accelerating pace of urbanization and evolving lifestyle demands are contributing to market growth, with urban dwellers seeking convenient and practical solutions to meet their kitchen needs.
 

The World Health Organization (WHO) reports a 1.84% increase in the global urban population in 2021, with projections indicating a continued growth rate of 1.63% annually from 2021 to 2025, followed by a slightly reduced rate of 1.44% per year from 2025 to 2030. This escalating urbanization trend, coupled with rising disposable incomes worldwide, is driving a surge in demand for personal care items, including kitchen towels. As a result, manufacturers and retailers are innovating to offer a diverse range of kitchen towels that cater to these changing preferences and lifestyles.
 

The industry heavily relies on materials such as cotton, microfiber, and bamboo, and any volatility in the prices of these key inputs can significantly impact manufacturing costs. Fluctuations in the prices of raw materials can pose challenges for both manufacturers and consumers, leading to increased production expenses and potential price hikes for end-users. As of September 2022, the US Producer Price Index for wood pulp stands at 264.30, showing an increase from 252.13 the previous month and 210.93 compared to the same time last year. This indicates a month-on-month change of 25.30% and a year-on-year change of 4.83%. Manufacturers may find it challenging to maintain stable pricing strategies, affecting their profit margins. Moreover, the uncertainty in raw material costs can hinder long-term planning and investment in the industry.
 

Kitchen Towel Market Trends

Consumers are increasingly prioritizing cleanliness and hygiene in the kitchen, driving demand for both disposable and reusable towels that effectively remove bacteria and germs. For instance, Kimberly-Clark's Scott Naturals paper towel line emphasizes its chlorine-free bleaching process and germ-removal properties, catering to hygiene-conscious consumers.
 

Growing environmental awareness leads to a rise in demand for sustainable kitchen towels. This includes paper towels made with recycled paper fibers or bamboo alternatives. For instance, Seventh Generation Paper Towels brand uses recycled paper and avoids dyes and artificial fragrances, appealing to environmentally conscious buyers. Additionally, Who Gives a Crap, an Australian company offers bamboo-based disposable kitchen towels that are biodegradable and more eco-friendly than traditional paper towels.
 

Kitchen Towel Market Analysis

Based on the product type, the market is segmented into paper, cotton, linen, microfiber towels, and others including bamboo and terry cloth. Among these segments, microfiber towels have emerged as the dominant force, generating significant revenue of USD 1.5 billion. Microfiber towels are highly absorbent and durable, making them ideal for various kitchen tasks. Their ability to effectively trap dirt and moisture has led to widespread adoption among consumers seeking efficient cleaning solutions.
 

Additionally, microfiber towels are known for their versatility, being suitable for use on multiple surfaces without leaving lint or streaks. Moreover, the increasing focus on sustainability has bolstered the demand for microfiber towels, as they are often made from recycled materials and can be reused multiple times. Due to these factors the microfiber towels segment is anticipated to continue its upward trajectory, with revenue projected to reach USD 2.4 billion by 2032.
 

Based on usage, the kitchen towel market is divided into dish towels, tea towels, chef towels, and other specialized varieties such as oven mitts and flour sack towels. Among these segments, dish towels currently dominate the market, generating a substantial revenue of USD 1.5 billion and is expected to reach USD 2.5 billion by 2032. Several factors contribute to the dominance and projected expansion of the dish towels segment.
 

Firstly, dish towels serve a fundamental role in kitchen hygiene, used extensively for drying dishes, wiping surfaces, and handling hot cookware. Secondly, their versatility and affordability make them indispensable to households, restaurants, and catering businesses alike. Additionally, ongoing innovations in materials and designs, alongside the rising consumer preference for eco-friendly and sustainable options, further propel the demand for dish towels, solidifying their position as the leading segment in the market.
 

Based on application, the kitchen towel market is bifurcated into residential and commercial. The residential sector dominated the market in 2023 with a market share of 79% and is expected to reach USD 4.1 billion by 2032. This dominance has been attributed to several factors, including the widespread adoption of kitchen towels for daily household chores, such as cleaning spills, wiping surfaces, and drying dishes. Additionally, the increasing emphasis on hygiene and cleanliness within residential spaces, particularly heightened by the global health crisis, has further bolstered demand for kitchen towels among consumers.
 

The Asia Pacific kitchen towel market is expected to reach USD 1.8 billion by 2032. Firstly, the region's vast population, particularly in densely populated countries such as China and India, generates substantial demand for household products, including kitchen towels. Additionally, rapid urbanization and a burgeoning middle class are driving lifestyle changes, with more households opting for convenient and hygienic solutions, thus increasing the demand for kitchen towels.
 

Moreover, the region's robust manufacturing capabilities, coupled with lower labor and production costs, enable cost-effective production of kitchen towels, making them more accessible to consumers across various income levels. Furthermore, increasing awareness of hygiene and sanitation, coupled with the rising trend of Western-style kitchens in urban areas, further propels the demand for kitchen towels in the Asia Pacific region.
 

Kitchen Towel Market Share

The key players operating in the market are Accrol Group Holdings PLC, Clearwater Paper Corporation, Kimberly-Clark Corporation, Koch Industries Inc., Procter & Gamble Co., Sofidel Group SPA, WEPA Professional GmbH all together comprises a market share of 15 - 20% in 2023. The market is fragmented as the market consists of many players and due to the variety of products, distribution channels, and regional players. Kitchen towels are available through various channels, including supermarkets, discount stores, online retailers, specialty kitchenware stores, and wholesale distributors. This allows for smaller players to reach consumers.
 

Kitchen Towel Market Companies

Major players operating in the kitchen towel industry include:

• Accrol Group Holdings PLC
• Aldar Tissues Ltd.
• Clearwater Paper Corporation
• Essity AB
• Kimberly-Clark Corporation
• Koch Industries Inc.
• Kruger Inc.
• Kruger Products L.P.
• Marcal Manufacturing LLC
• Metsa Tissue Group
• National Paper Products Company
• Nova Tissue Ltd.
• Oji Holdings Corporation
• Procter & Gamble Co.
• Renova - Fábrica de Papel do Almonda SA
• Resolute Forest Products Inc.
• Rodriquez Pty Ltd.
• Sofidel Group SPA
• Soundview Paper Company
• Svenska Cellulosa AB
• Towel & Linen Mills Ltd.
• Towel Depot Inc.
• Wausau Paper Corp.
• WEPA Professional GmbH
   

Kitchen Towel Industry News

• In February 2024, Tesco launched toilet rolls and kitchen towels made from 100% recycled cardboard and recycled pulp. They have invested in innovative technology that makes it possible to turn thousands of tonnes of corrugated cardboard, in part from the rapid growth since the pandemic of home delivery services, into soft toilet roll and absorbent kitchen towel.
   
• In January 2024, Co-op launched kitchen towel made from 100% recycled content. The retailer has announced plans to introduce its new line of towels in 1,000 stores during the early months of 2024, as part of its Honest Value range. According to Co-op, this initiative will result in a saving of 230 tonnes of pure pulp. Priced at £1.85, the new own-brand kitchen towel is set to be 5% cheaper than the current Honest Value SKU. Co-op collaborated with its supplier WEPA to develop the new product, which incorporates a blend of recycled materials. Specifically, it consists of 70% cardboard fibers sourced from brown boxes used for home deliveries, with the remaining 30% comprising recycled fibers obtained from sorted office waste.
   

The kitchen towel market research report includes in-depth coverage of the industry, with estimates & forecast in terms of revenue (USD Million) and volume (Thousand units) from 2021 to 2032, for the following segments:

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Market, by Product Type

• Paper
• Cotton
• Linen
• Microfiber towels
• Others (bamboo, terry cloth, etc.)

Market, by Usage

• Dish towels
• Tea towels
• Chef towels
• Others (oven mitts, flour sack towels, etc.)

Market, by Pricing

• Low
• Medium
• High

Market, by Application

• Residential
• Commercial

Market, by Distribution Channel

• Online channels
  • E-commerce websites
  • Company websites    
• Offline channels
  • Specialty stores
  • Mega retail stores
  • Others (departmental stores, wholesalers, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada 
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Malaysia
  • Indonesia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA