Toilet Paper Market
Report ID: SQMIG15Q2010
Report ID: SQMIG15Q2010
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Report ID:
SQMIG15Q2010 |
Region:
Global |
Published Date: December, 2025
Pages:
242
|Tables:
115
|Figures:
77
Global Toilet Paper Market size was valued at USD 56.36 Billion in 2024 and is poised to grow from USD 58.56 Billion in 2025 to USD 79.53 Billion by 2033, growing at a CAGR of 3.9% during the forecast period (2026–2033).
The toilet paper is created from recycled paper or pulp from fresh leaves and is used for cleaning and maintaining personal hygiene. The types of toilet paper made are one, two, or more layers, ultra-toilet papers, and more, all of which are used in the domestic or commercial sectors. The most common toilet paper varieties include 1 ply, 2 ply, 3 ply, and others. 1 ply of toilet paper is composed of one layer of paper. Pulp paper and recycled paper are two of the many items that are sold both offline and online. Commercial and residential consumers are among the several end users involved. Increasing self-awareness and consciousness about personal hygiene among people is the major driver supporting the growth of the Global Toilet Paper Market.
US Toilet Paper Market is poised to grow at a sustainable CAGR for the next forecast year.
Market snapshot - 2026-2033
Global Market Size
USD 55.5 billion
Largest Segment
Rolled
Fastest Growth
Rolled
Growth Rate
4.6% CAGR
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Global Toilet Paper Market is segmented by Product Type, Format, Material, Price Range, End User, Distribution Channel and region. Based on Product Type, the market is segmented into One-Ply toilet paper, Two-Ply toilet paper, Three-Ply toilet paper and Others. Based on Format, the market is segmented into Rolled and Folded. Based on Material, the market is segmented into Virgin Wood Pulp and Recycled Paper. Based on Price Range, the market is segmented into Economy, Mid-Range and Premium. Based on End User, the market is segmented into Residential, Commercial and Institutional & Industrial. Based on Distribution Channel, the market is segmented into Online and Offline. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.
Based on the Product type the Toilet Paper market is segmented into Rolled and Folded. The rolled segment is anticipated to hold a major share due to its traditional format and ease of usage as well as product refilling. However, in future periods companies are advancing their products in a folded format such as Kimberly-Clark offers the Folded Bath Tissue which can be used one tissue at one time and that reduces the wastage of use to 40%. Therefore, increasing demand for folded paper segment is expected to surpass the growth of the rolled segment.
Based on the ply count the Toilet Paper market is segmented into 1 Ply, 2 Ply, 3 Ply, and Others. In 2021, the 1 ply market accounted for 46% of total worldwide revenue. One layer of paper makes up one-ply toilet paper. Compared to other categories, single-ply toilet paper is frequently less expensive. North America and the Asia Pacific region are home to the majority of toilet paper producers. Additionally, in order to serve a wider range of customers, numerous industry players have started to increase the absorbency rate of single-ply toilet paper. For instance, according to a survey by One Poll, Americans favored the use of single-ply above the other varieties during the pandemic. On the other hand, the 2-ply segment is expected to show significant growth in upcoming years due to its thickness and soft nature it is getting popularized among customers.
Based on the Distribution Channel the Toilet Paper market is segmented into B2B and B2C. Over the projection period, the B2B segment is anticipated to expand at a significant growth rate. B2B or Away From Home (AFH) enterprises are those that sell goods to businesses, property owners, and lodging establishments. The need for B2B toilet paper sales was severely impacted by the nationwide shutdown. In 2021, the B2C market category held a commanding share of more than 60.0% share of worldwide sales. The B2C distribution channel (Stay-at-home) is further divided into online and offline channels, including e-commerce platforms, supermarkets, hypermarkets, and retail stores.
Based on the End User the Toilet Paper market is segmented into Household, Commercial. Growth and improvement in the hotel and hospitality industry and healthcare facilities contribute to the commercial segment and are expected to boost in upcoming years. Whereas, the household segment is growing significantly as toilet paper is an essential commodity of daily usage. The rising population and the trend of living alone has a major role in the growth household segment.
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In terms of toilet paper share, U.S. dominated the North America in the Global Toilet Paper market by accomplishing the largest market share in terms of the global revenue of more than 44% in the year 2021. The world's largest consumer of toilet paper is the United States. The typical American uses 140 rolls of toilet paper annually. However, just a few European nations, including Germany and the UK, use 134 and 127 toilet rolls per person, respectively. The pulp and papermakers put in extra hours to keep stores stocked because almost 90% of the toilet paper consumers buy is produced on their land, according to a blog post by Alliance of American Manufacturing. Further, Asia Pacific is also the largest producer of the raw materials required to make toilet paper, and it is predicted that it would expand at the fastest CAGR throughout the projected period. While an increasing number of hospitality facilities and concerns would lead to increased product consumption in Europe it is expected that the region will show growth in upcoming years.
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The Global Toilet Paper market is relatively fragmented, with a high level of competition. To increase their global market share, companies are concentrating on surplus the production of toilet paper. For instance, Kimberly Clark signed a Power Purchase Agreement in November 2021 to build a new wind farm in Lanarkshire, Scotland, that is owned by Octopus Renewable Infra Trust. For the production of products like Andrex and Kleenex, the new farm is anticipated to provide approximately 160,000 megawatt-hours of renewable energy annually.
Air Drying (TAD) Technology, a high-standard technology to produce paper, is being used more frequently by companies in the toilet paper market. Using increased bulk characteristics and great absorbency, toilet paper made with TAD technology is appropriate for rolled products. Utilizing TAD technology, which involves blowing air into the paper's fibers while it dries, ultra toilet paper is created. TAD technique is widely used in the US to make tissue papers. For instance, Valmet uses eTAD Technology, which creates goods with greater bulk, softness, and absorbency while consuming less energy overall. The tissue makers will then have access to the premium and ultra-premium tissue markets.
To strengthen their position in the market and increase their market share, the firms often employ new product releases, innovations, partnerships, geographic expansion, and mergers and acquisitions.
SkyQuest's ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates, and Analyses the Data collected by means of Primary Exploratory Research backed by the robust Secondary Desk research.
According to our analysis, in terms of market share, North America is projected to dominate the Global Toilet Paper market by holding the largest market share in terms of the global revenue of more than 44.0% in the year 2021 due to the larger usage of toilet paper in the US. Based on the segmental analysis, the folded type of toilet paper is expected to grow at a significant rate in the future, the segment of 1 ply market accounted for 46% of total worldwide revenue in 2021. Whereas, the segment of the B2C distribution channel accounted for 60.0% of the total market share globally.
| Report Metric | Details |
|---|---|
| Market size value in 2024 | USD 56.36 Billion |
| Market size value in 2033 | USD 79.53 Billion |
| Growth Rate | 3.9% |
| Base year | 2024 |
| Forecast period | 2026-2033 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
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| Regions covered | North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA) |
| Companies covered |
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| Customization scope | Free report customization with purchase. Customization includes:-
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Table Of Content
Executive Summary
Market overview
Parent Market Analysis
Market overview
Market size
KEY MARKET INSIGHTS
COVID IMPACT
MARKET DYNAMICS & OUTLOOK
Market Size by Region
KEY COMPANY PROFILES
Methodology
For the Toilet Paper Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:
1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.
2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Toilet Paper Market.
3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.
4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.
Analyst Support
Customization Options
With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Toilet Paper Market:
Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.
Regional Analysis: Further analysis of the Toilet Paper Market for additional countries.
Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.
Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.
Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.
Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.
Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.
Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.
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