Tissue paper market in Footwear

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Tissue paper market in Footwear

With 24.2 billion pairs of shoes produced in 2018 and 38.9% of shoes packaged in corrugated boxes, we can calculate the market size for the tissue paper used in footwear packaging, to be between 94 million and 9.41 billion USD, based on the price of a piece of tissue paper and the assumption that one piece of tissue paper is included in each box. Current trends in creating more sustainable packaging for shoes include using recycled and recyclable materials, reducing packaging materials, moving from plastic to paper packaging, and implementing corporate activism.

Price of Tissue Packaging

  • Tissue paper for wrapping shoes costs between $0.01 and $1.00 a piece on Alibaba. The variation in price is dependent on the quality and customizability, with most costing less than $0.30 a piece.


Shoe Packaging Market

  • Corrugated boxes represent the most common type of shoe packaging with 38.9% of the shoe packaging market in 2017.
  • According to a market research report, the market size for global shoe packaging is set to reach $8.12 billion by 2025, growing at a CAGR of 6.1% over the period from 2017-2025.

Market Size Assumptions

  • Based on the above market prediction of reaching $8.12 billion, We can calculate that the 2020 market size for global shoe packaging is currently $5.7 billion.
  • If 38.9% of the 24.2 billion pairs of shoes are packed in a corrugated box, this means that 38.9%*24.2 billion = 9.41 billion of pairs are packed in a corrugated box.
  • If we assume that every corrugated shoe packaging box contains 1 piece of tissue paper, the market for tissue paper is around 9.41 billion sheets per year in volume.
  • With tissue costing $0.01-$1.00 apiece, this would mean a market value of between $94 million (9.41 billion *$0.01) and $9.41 billion (9.41 billion *$1). This is based on one sheet of tissue paper per box.

Sustainability Trends

Recycled and Recyclable Materials

  • In 2017, Nike began creating recycled packaging for their shoes by using 100% post-consumer waste, from plastic milk jugs to coffee lids.
  • At Rothy’s, a footwear company, the shoe boxes are made from 85% post-consumer recycled materials that are also biodegradable and vegan.
  • For Skechers shoe company, 94% of their shoe boxes are recyclable including all the tissue paper packaging.
  • Allbirds uses 90% post-consumer recycled materials for all of their cardboard packaging.
  • Reebok uses 100% recycled packaging materials for their new bio-based sneaker made from cotton and corn.

Reducing Packaging Materials

  • Some companies are reducing their packaging materials by creating one box that combines the shoe box with the box for shipping so that only one box is needed.
  • The shoe company Dr. Scholl’s has introduced a sustainability goal for the spring of 2020 to reduce the amount of plastic packaging by 4 million square feet and reducing paper packaging by 300,000 square feet.
  • Allbirds' packaging combines shoe box, shopping bag, and shipping materials into one.

From Plastic to Paper

  • Sean Murphy, chief marketing officer at L&E International, considers moving from plastic to paper the most important packaging shift showing a commitment to sustainability.
  • Dr Scholl's is now using bamboo reeds instead of plastic materials to retain shoes' form during shipping.
  • Allbirds is committed to eliminating plastic from their packaging and production, as can be seen in this YouTube video.

Corporate Activism

  • Many companies are rallying for causes that promote environmental or political advancement, due to consumers' demand.
  • Last Feb. 12, 2019, Toms a philanthropic shoe company, put together a rally in Washington, D.C. to lobby for universal background checks with every gun purchase.
  • The Rothy’s brand partners with The Envira Amazonia Project to participate in the conservation of nearly 500,000 acres of rainforest.

Research Strategy

Trends in sustainable packaging were determined based on an in-depth examination of news articles, from 2017 to present, related to packaging trends in the footwear industry. Themes from across those articles were compiled into the sustainability trends listed here.