Wrapping Tissue Market Grows as Brands Embrace Sustainable and Customizable Packaging

The global wrapping tissue market is projected to reach USD 1.60 billion in 2025, growing at a CAGR of 3.9% to reach USD 1.93 billion by 2030. This growth is largely driven by increasing consumer demand for sustainable and aesthetically appealing packaging, the rapid rise of e-commerce, and the flourishing gifting culture influenced by social media.

As environmental concerns reshape consumer behavior, wrapping tissue manufacturers are responding with eco-friendly innovations. Recycled and biodegradable materials are gaining traction among a new generation of consumers who value transparency, authenticity, and sustainability.

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Regional Insights

  • North America held the largest market share (40.75% in 2024) due to high consumer expectations for premium, eco-conscious packaging and a mature e-commerce ecosystem. Companies like DS Smith and Rapanak are pioneering recyclable solutions such as Geami Wrap ‘n Go.

  • U.S. Market growth is further propelled by recycling initiatives. In 2024, 65–69% of paper recovered was recycled, showcasing strong sustainability momentum.

  • Europe ranks second, capturing 25% of global revenue, fueled by strict sustainability regulations and innovations like Mondi’s TrayWrap, replacing plastic in secondary food packaging.

  • Asia Pacific is poised for rapid expansion (CAGR of 4.7%), driven by rising disposable incomes, growing e-commerce activity, and vibrant cultural gifting traditions. 

  • Product Insights

    • Virgin Pulp Tissues led the market with a 48.97% revenue share in 2024, valued for superior strength, softness, and brightness—especially in luxury and premium packaging.

    • Mixed Pulp Segment is set to grow at a 4.3% CAGR, favored for its balance between performance and sustainability.

    • Distribution Channel Insights

      • Offline Sales led with 61.29% share in 2024, benefiting from the tactile nature of wrapping tissue selection and personalized customer service.

      • Online Segment is projected to grow at 4.2% CAGR, driven by e-commerce convenience, wider selection, and strong uptake among small businesses and remote buyers.

      • Application Insights

        • Commercial Use dominated with 58.81% of the market in 2024, as e-commerce platforms and retailers seek high-impact, durable, and elegant wrapping solutions.

        • Residential Use is gaining momentum (CAGR of 4.1%) due to the rise of DIY gifting, home décor, and crafting trends.

        • Key Companies & Competitive Insights

          The market remains fragmented, with competition intensifying around eco-friendly innovation and customization. Leading players focus on product differentiation, sustainability, and visual appeal.

          Notable Companies:

          • Flower City Tissue Mills Co. – Known for 100% post-manufacturing recycled paper with a wide selection of prints and colors.

          • Innovative Packaging Group, Inc. – Offers wholesale and sustainable packaging solutions tailored to businesses of all sizes.

          • Nashville Wraps, MPI Papermills Inc., Sakura Packaging, Seaman Paper, Twin Rivers Paper Company, and I.M.A. Industria Macchine Automatiche S.p.A. are also key contributors.

          Recent Developments:

          • UK Greetings (Aug 2024): Launched 100% recyclable paper tear strips for gift wrap rolls, eliminating plastic shrink wrap.

          • Orlandi (May 2024): Released EcoPro Paper-Wrap, a recyclable, high-barrier paper that replaces plastic and foil.

          • Market Trends & Drivers

            • Sustainable Packaging Demand: Rising consumer awareness is encouraging brands to shift to eco-conscious wrapping solutions. A Shorr Packaging survey found that 90% of American shoppers prefer brands with sustainable packaging, and 43% are willing to pay more for such products.

            • Premium Gifting Culture: With luxury gift-giving on the rise, consumers are seeking high-quality wrapping tissue that enhances the unboxing experience. This is especially prominent in the luxury goods and SME e-commerce segments.

            • E-commerce Boom: Online businesses are adopting wrapping tissue to elevate product presentation and brand identity during shipping.

            • Innovation Spotlight: Notable campaigns, such as KFC’s limited-edition “Lickable Wrapping Paper” (Nov 2024), show how brands creatively use wrapping tissue to build buzz and customer engagement.


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