WRAPPING PAPER MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2025-2032)

Global Wrapping Paper Market Size and Forecast – 2025-2032

The Global Wrapping Paper Market is estimated to be valued at USD 4.98 Bn in 2025 and is expected to reach USD 6.87 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 4.7% from 2025 to 2032.

Key Takeaways of the Wrapping Paper Market:

• The kraft paper segment is projected to account for 45.5% of the market share in 2025, driven by its versatile applications, strong durability, and environment-friendly attributes.
• The plain wrapping paper segment is expected to hold a 41.6% market share in 2025, supported by its straightforward design, adaptability, and broad spectrum of uses.
• The commercial segment is anticipated to capture 48.9% of the global wrapping paper market share in 2025, driven by rising demand for visually appealing and practical packaging solutions across diverse industries.
• Asia Pacific will lead the wrapping paper market in 2025 with a 39.3% share, driven by urbanization and demand for eco-friendly packaging. North America, with a 22.5% share, will grow fastest due to rising sustainability trends and premium gifting culture.

Market Overview:

The wrapping paper market is witnessing several trends, including the adoption of eco-friendly and sustainable packaging materials, such as recycled paper and biodegradable options. Consumers are increasingly conscious of their environmental impact, leading to a shift towards more sustainable wrapping solutions. Additionally, the demand for innovative and creative designs, patterns, and textures in wrapping paper is on the rise, as businesses and individuals seek to create memorable and visually appealing gift presentations.

Currents Events and their Impact

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Segmental Analysis

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Wrapping Paper Market Insights, By Material - Kraft Paper Leads the Market Due to Its High Strength and Sustainability Benefits

Kraft paper segment is expected to contribute 45.5% share of the market in 2025, owing to its versatility, durability, and eco-friendly properties. Kraft paper is a popular choice for wrapping various products, from gift items to food packaging, due to its strength and ability to protect the contents from damage during transportation and handling. The material's natural brown color and texture give it a rustic and organic appearance, which appeals to consumers who prefer sustainable and environmentally conscious packaging options.

For instance, in March 2021, Swedish furniture giant, IKEA, announced the transition of its in-store wrapping and e-commerce packaging from plastic-based materials to 100 percent recycled Kraft paper. This shift not only reduced plastic waste but also aligned with the company’s broader sustainability goals under its "People & Planet Positive" strategy.

Wrapping Paper Market Insights, By Product Type - Plain Wrapping Paper Dominates the Market Owing to Its Cost-Effectiveness and Broad Range of Applications

Plain wrapping paper segment is expected to contribute 41.6% share of the market in 2025, driven by its simplicity, versatility, and wide-ranging applications. Plain wrapping paper offers a blank canvas that allows businesses and individuals to customize their packaging according to their specific needs and preferences. The absence of pre-printed designs or patterns makes it suitable for various occasions, from gift wrapping to product packaging, across multiple industries.

Wrapping Paper Market Insights, By End User - Commercial Sector Leads the Wrapping Paper Market Due to High Demand from Retail and Packaging Industries

Commercial segment is projected to contribute 48.9% share of the global wrapping paper market in 2025, fueled by the increasing demand for attractive and functional packaging solutions across various industries. The commercial sector, which includes retail stores, e-commerce platforms, and businesses of all sizes, relies heavily on wrapping paper to enhance the aesthetics and protection of their products during storage, transportation, and delivery.

Regional Insights:

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Asia Pacific Wrapping Paper Market Analysis and Trends

The Asia Pacific region is projected to lead the market with a 39.3% share in 2025, driven by a combination of high population density, rising disposable incomes, and growing consumer spending on festive and gift-related purchases. Countries such as China, India, and Japan have seen increased demand for decorative and eco-friendly wrapping solutions, fueled by cultural practices that emphasize gift-giving during festivals, weddings, and special .

For instance, during the 2023 Diwali season, Amazon India launched an exclusive line of eco-friendly gift wraps made from recycled Kraft paper and plant-based inks, targeting sustainability-conscious consumers. The move was part of the company’s broader “Climate Pledge Friendly” initiative and led to a 34 percent increase in orders that opted for eco-packaging compared to the previous year.

North America Wrapping Paper Market Analysis and Trends

North America region is expected to exhibit the fastest growth in the market contributing 22.5% share in 2025. The region's growth is driven by increasing consumer interest in premium and customized gift-wrapping solutions, along with a resurgence in DIY and personalized gifting trends. Moreover, regulatory support for environment-friendly packaging and increasing awareness about plastic alternatives have encouraged manufacturers to innovate. Companies like International Paper and WestRock are leveraging this trend by investing in recyclable and biodegradable wrapping paper solutions to meet evolving consumer and regulatory expectations.

For example, in March 2024, WestRock partnered with a major U.S. retail chain, Target, to roll out a new holiday wrapping paper collection made entirely from post-consumer recycled fiber and printed with soy-based inks. The collection was prominently marketed as “100% recyclable,” aligning with growing consumer preferences for sustainable holiday packaging.

Global Wrapping Paper Market Outlook for Key Countries:

U.S. Wrapping Paper Market Trends

The U.S. wrapping paper market remains a significant contributor to the global market. The country's large population, coupled with a strong gift-giving culture, drives substantial demand for wrapping paper. Key players like Hallmark and American Greetings have a strong presence in the market, offering a wide range of designs and themes. The increasing focus on sustainability has led to the development of eco-friendly wrapping paper options, further shaping the market landscape.

For instance, in November 2024, KFC launched Christmas wrapping paper that tastes like chicken — but there’s a catch. The limited-edition paper is said to replicate the flavor of KFC’s Original Recipe Chicken, complemented by a refreshing hint of cranberry sauce and a fragrant touch of sage from the sage and onion stuffing patty, as described in the product listing.

China Wrapping Paper Market Trends

China wrapping paper market has experienced remarkable growth in recent years. The country's rapid economic development, rising middle class, and growing consumer spending power have fueled the demand for gift packaging. The booming e-commerce sector, led by giants like Alibaba and JD.com, has further boosted the market's expansion. Local companies, such as Shanghai M&G Stationery and Hangzhou Jiemei Paper, have capitalized on the market's potential by offering a diverse range of wrapping paper products.

Germany Wrapping Paper Market Trends

Germany continues to be a significant player in the Europe wrapping paper market. The country's strong emphasis on quality and sustainability has driven the demand for high-grade and eco-friendly wrapping paper. German consumers are known for their preference for minimalistic and elegant designs, influencing the market trends. Companies like Gräfe und Unzer and Rössler Papier have established themselves as key players in the market, offering a wide range of wrapping paper solutions.

For instance, in December 2024, Seaman Paper Company, a fourth-generation family-owned leader in sustainable paper and packaging solutions with a global presence across the U.S., Asia Pacific, and Europe, announced the acquisition of Julius Glatz GmbH. Based in Neidenfels, Germany, Julius Glatz is a renowned, family-owned manufacturer founded in 1885, recognized worldwide for its high-quality technical specialty paper.

Japan Wrapping Paper Market Trends

The Japan wrapping paper market is characterized by its unique aesthetics and attention to detail. The country's long-standing tradition of gift-giving, particularly during occasions like Oseibo and Ochugen, drives the demand for high-quality wrapping paper. Japanese consumers have a strong preference for intricate designs and premium materials, influencing the market's offerings. Companies such as Kamoi Kakoshi and Toyo Aluminium have made significant contributions to the market, introducing innovative wrapping paper products.

End User Feedback and Unmet Needs

• End users across various sectors including retail, consumer goods, food & beverage, and government procurement agencies have provided a diverse range of feedback on the performance and usability of wrapping paper products. These insights are crucial for manufacturers aiming to tailor offerings to specific operational environments, seasonal demands, and sustainability mandates.
• One positive example comes from premium retail chains in North America and Europe, which have expressed strong satisfaction with the aesthetic versatility and print quality of high-end recyclable wrapping paper. These retailers emphasize that the ability to offer branded, customized wrapping solutions with eco-friendly attributes has enhanced their customer engagement, especially during festive seasons. For instance, in December 2024, ALPLA survey highlighted a growing shift toward eco-friendly holiday practices, with 61% of Americans prioritizing sustainable gifts and 65% opting for experiences over material items to celebrate the season more responsibly.

Market Players, Key Development, and Competitive Intelligence:

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Key Developments:

• On January 31, 2025, International Paper completed its acquisition of DS Smith, forming a global leader in sustainable packaging. According to CEO Andrew K. Silvernail, the combined company will enhance growth, profitability, and customer service with its broad geographic reach and innovative eco-friendly packaging International Paper is a leading producer of renewable fiber-based packaging, pulp, and paper products. The company specializes in corrugated packaging solutions, containerboard, and cellulose fibers, serving customers across North America, Latin America, Europe, and Asia. DS Smith is a leading provider of sustainable corrugated packaging solutions, paper products, and recycling services. The company operates in over 30 countries, focusing on innovative, fiber-based packaging that supports the circular economy.
• In January 2025, Smurfit Westrock introduced an innovative 100% paper-based pallet wrap designed to enhance supply chain sustainability by replacing traditional polyethylene stretch wrap. This eco-friendly solution helps businesses significantly reduce emissions associated with pallet load stabilization during transportation.
• In April 2024, Mondi, a global leader in sustainable packaging and paper, developed a new secondary paper packaging solution for bundling food and beverage products, offering an alternative to the plastic shrink film that has long been the industry standard. This innovative solution, called TrayWrap, is made using Mondi’s Advantage StretchWrap and is currently being used by a coffee brand to secure sets of 12 coffee packages for transport across Sweden. The paper wrap keeps the coffee packs firmly in place with the help of four to six adhesive dots applied to the bottom of the existing corrugated tray. Pre-punched folding points on each open side provide added stability, allowing the products to remain visible, stackable, easy to transport, and convenient to unpack for retail display.

Top Strategies Followed by Global Wrapping Paper Market Players

• Established players: Leading global companies such as International Paper, Mondi Group, and WestRock are prioritizing extensive R&D to develop high-performance, sustainable wrapping paper solutions. For instance, Mondi’s “EcoVantage” range combines recycled and fresh fiber to create premium, recyclable wrapping paper—highlighting its focus on eco-friendly innovation.
  • For instance, these companies are also pursuing strategic partnerships. A notable example is WestRock's collaboration with beauty brands to offer recyclable wrapping and packaging tailored to premium aesthetics, combining industry-specific knowledge with sustainable material innovation.

• Mid-level players: Mid-sized players such as Glatz GmbH (recently acquired by Seaman Paper) and IG Design Group focus on cost-effective product lines to appeal to budget-conscious consumers, especially in price-sensitive markets like Southeast Asia and Eastern Europe.
  • For example, Seaman Paper’s acquisition of Julius Glatz GmbH helped it access advanced specialty paper technology and regional production capabilities in Germany, bolstering its product portfolio and European presence.

• Small-scale players: These players in the global wrapping paper market are adopting niche specialization as a key strategy. They are targeting specific market segments with unique features or innovative products. By focusing on niche markets, small players can differentiate themselves from larger competitors and attract customers looking for specialized
  • These companies often rely on local alliances—such as HappyWrap’s tie-up with Indian cottage industries for handcrafted paper—to maintain regional relevance while promoting sustainability and cultural aesthetics.

Market Report Scope

Wrapping Paper Market Dynamics

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Wrapping Paper Market Driver - Increasing demand for eco-friendly packaging solutions

The increasing demand for eco-friendly packaging solutions is a significant factor driving the growth of the wrapping paper market. Consumers are becoming increasingly aware of the environmental impact of packaging waste, leading to a shift in preference towards sustainable and biodegradable wrapping paper options. Eco-friendly wrapping papers, such as those made from recycled materials, biodegradable fibers, or plan table seed paper, are gaining popularity.

For example, the European Union's Single-Use Plastics Directive, which came into effect in July 2023, has emerged as a significant driver of the wrapping paper market. Aimed at minimizing the environmental footprint of plastic products and encouraging a circular economy, this directive supported by organizations such as the European Commission, Europen, and Seas At Risk has accelerated the demand for sustainable alternatives, including eco-friendly wrapping

Wrapping Paper Market Opportunity - Expansion of customized and personalized wrapping paper

The increasing demand for customized and personalized wrapping paper presents a significant opportunity for the global wrapping paper market. In recent years, there has been a growing trend among consumers towards personalization and unique flexible packaging solutions. Customers are seeking wrapping paper that reflects their individual style, occasions, or brand identity. This trend is particularly evident in the e-commerce sector, where businesses are looking to enhance their customer experience through distinctive and memorable packaging.

For instance, according to a report by the United Nations Conference on Trade and Development (UNCTAD) in 2021, the global e-commerce market grew by 4% in 2020, reaching USD 26.7 trillion, with personalized and customized products being a key driver of this growth. This trend is expected to continue, as consumers increasingly value the ability to create one-of-a-kind wrapping paper designs that reflect their style, interests, or the occasion at hand.

Analyst Opinion (Expert Opinion):

• The wrapping paper market is evolving rapidly, driven by a surge in consumer demand for sustainable and customizable packaging solutions. Companies like Sappi, which produce eco-friendly wrapping papers from renewable resources, exemplify the industry's shift towards sustainability, appealing to environmentally conscious consumers.
• The Packaging Innovations Expo (2022) and Interpack (2023) have been pivotal in showcasing advancements in sustainable materials and fostering discussions on innovative designs, allowing industry leaders to share best practices and explore new technologies. These events not only highlight the growing emphasis on eco-friendly options but also illustrate the need for adaptability in a competitive landscape, where personalization and sustainability are becoming paramount to consumer satisfaction and market success.

Market Segmentation

• Material Insights (Revenue, USD Bn, 2020 - 2032)
• • Kraft Paper
  • Specialty Paper
  • Others
•  Product Type Insights (Revenue, USD Bn, 2020 - 2032)
• • Plain Wrapping Paper
  • Printed Wrapping Paper
  • Gift Bags
  • Others
•  End User Insights (Revenue, USD Bn, 2020 - 2032)
• • Commercial
  • E-commerce
  • Retail Stores
  • Individual/Household
  • Foodservice
  • Others
•  Distribution Channel Insights (Revenue, USD Bn, 2020 - 2032)
• • Online
  • Offline
• Regional Insights (Revenue, USD Bn, 2020 - 2032)
• • North America
    • U.S.
    • Canada
  • Latin America
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
  • Europe
    • Germany
    • U.K.
    • Spain
    • France
    • Italy
    • Russia
    • Rest of Europe
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
  • Middle East
    • GCC Countries
    • Israel
    • Rest of Middle East
  • Africa
    • South Africa
    • North Africa
    • Central Africa
• Key Players Insights
  • International Paper Company
  • Mondi Group
  • WestRock Company
  • Smurfit Kappa Group
  • D.S. Smith Plc
  • Kraft Paper Products
  • Sappi Limited
  • Stora Enso
  • Cascades Inc.
  • Shawmut Corporation
  • Appvion, Inc.
  • Crown Packaging
  • BillerudKorsnäs
  • Globe Guard Products
  • Pactiv Evergreen Inc.

Sources:

Primary Research Interviews:

• Sustainability Manager – Global Paper Packaging Company (on bio-based and recyclable paper trends)
• Procurement Director – Major Retail Chain (Europe & North America) (on holiday season demand and customization preferences)
• Product Development Head – Wrapping Paper Manufacturer (on biodegradable coatings and print technologies)
• Supply Chain Lead – E-commerce Packaging Solutions Provider (on volume demand and logistics challenges)

Stakeholders:

• Manufacturers: Decorative paper producers, mills, and converting companies
• Retailers & Distributors: Supermarkets, department stores, gift shops, online marketplaces
• Sustainability & Certification Bodies: FSC, PEFC, and recycling compliance agencies
• Printing & Packaging Partners: Specialty printers, foil and embossing suppliers

Databases:

• UN Comtrade Database
• India Import Export (EXIM) Database – Data on decorative paper imports by brand and volume
• USITC DataWeb – U.S. imports and duties on gift wrap materials

Magazines:

• Packaging Europe – Innovations in paper packaging and circularity
• PrintWeek – Advances in printing technologies and decorative effects
• PaperAge – Industry updates on raw material sourcing and capacity expansion
• Retail Dive – Seasonal packaging trends in consumer retail
• Packaging Gateway – Brand strategies around eco-friendly wrapping

Journals:

• Journal of Cleaner Production – Life cycle impact and recycling efficiency
• Resources, Conservation & Recycling – Recyclability of coated and laminated papers
• Packaging Technology and Science – Functional properties of decorative wraps
• International Journal of Consumer Studies – Consumer preference for sustainable gift packaging
• Forest Products Journal – Pulp sourcing and innovations in decorative paper

Newspapers

• Financial Times – Global pulp prices and sustainability policy impact
• The Times of India – Festive demand surges for decorative paper in India
• The Guardian – UK trends toward zero-waste gift wrapping
• New York Times – Retail packaging and consumer behavior
• The Sydney Morning Herald – Rise of artisan and recyclable gift wrap in APAC

Associations:

• World Packaging Organization (WPO)
• Forest Stewardship Council (FSC)
• Sustainable Packaging Coalition
• Paperboard Packaging Council (PPC)
• All India Federation of Paper Traders Association (AIFPTA)
• European Federation of Corrugated Board Manufacturers (FEFCO)

Public Domain Sources

• OECD – Paper product sustainability and trade trends
• European Commission – Packaging and Packaging Waste Directive (PPWD)
• Ministry of Environment, Forest and Climate Change (India) – Plastic alternative guidelines
• Environmental Protection Agency (EPA, USA) – Waste generation and recycling statistics
• World Bank – Urban lifestyle shifts impacting gift-wrapping demand

Proprietary Elements:

• CMI Data Analytics Tool, Proprietary CMI Existing Repository of Information for Last 8 Years