USD 53.45 Billion
Toilet Paper Market Size, Share, Growth Analysis, By Product Type(Rolled, Folded), By Ply Count(1 Ply, 2 Ply, 3 Ply, Others), By Distribution Channel(B2B, B2C), By End User(Household, Commercial), By Region - Industry Forecast 2025-2032
Report ID:
SQMIG15Q2010 |
Region:
Global |
Published Date: July, 2001
Pages:
242
|Tables:
115
|Figures:
77
Toilet Paper Market Insights
Toilet Paper Market size was valued at USD 53.45 Billion in 2023 and is poised to grow from USD 55.8 Billion in 2024 to USD 82.22 Billion by 2032, growing at a CAGR of 4.4% during the forecast period (2025-2032).
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 - 2025-2032
Global Market Size
Largest Segment
Rolled
Fastest Growth
Rolled
Growth Rate
4.4% CAGR
Global Toilet Paper Market 2021-2028 ($ Mn)
Country Share for North America Region- 2021 (%)
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Toilet Paper Market Segmental Analysis
The Global Toilet Paper Market is segmented on the basis of Product Type, Ply Count, Distribution Channel, and Region. Based on the Product type the Toilet Paper Market is segmented into Rolled and Folded. Based on Ply Count the Toilet Paper Market is segmented into 1 Ply, 2 Ply, 3 Ply, and Others. Based on Distribution Channel the Toilet Paper Market is segmented into B2B and B2C. Based on End User the Toilet Paper Market is segmented into Household and Commercial. Based on region, the Global Toilet Paper Market is segmented into North America, Europe, Asia-Pacific, South America, and MEA.
Toilet Paper Market Analysis by Product Type
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.
Toilet Paper Market Analysis by Ply Count
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.
Toilet Paper Market Analysis by Distribution Channel
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.
Toilet Paper Market Analysis by End User
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.
Global Toilet Paper Market by Product Type, 2021 (%)
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Toilet Paper Market Regional Insights
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.
Global Toilet Paper Market By Geography, 2021 - 2028
- Largest
- Fastest
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Toilet Paper Market Dynamics
Toilet Paper Market Driver
- Increasing travel and tourism post-pandemic has led to the growth of the hotel and hospitality industry worldwide and rising self-awareness and consciousness of personal hygiene, health, and overall wellbeing after a pandemic is driving the market rapidly.
- Consumer interest in eco-friendly toilet paper is supporting market growth. Over time, consumers have gotten more attentive regarding ecological products. The demand for toilet paper made sustainably has increased as a result of consumers' growing knowledge of concerns like deforestation and global warming. These naturally derived paper products lessen skin rashes and irritation. It is projected that the market expansion will be supported by manufacturers' focus on creating such eco-friendly products. As an illustration, the Forest Stewardship Council (FSC) reported that American businesses Natural Values and Green Forest use between 80 and 100% recycled material in their tissue products.
- The rising e-commerce industry prominence is speeding up the market growth. As e-commerce platforms expand their reach, consumers are becoming more attracted to shopping online. Customers can prevent the out-of-stock situation by placing orders in advance for the quantity they desire. Significant market growth is projected to be facilitated by the expansion of the e-commerce sector. Toilet paper has evolved from a simple necessity to a significant component of luxury and personal hygiene. To attract customers, tissue companies are focusing more on high-quality products and creative business concepts.
Toilet Paper Market Restraint
- The rising popularity and usage of Bidet Toilets is the restraining factor for the growth of the market. As Bidets are gentler and more hygienic than toilet paper reduces the hazards of toilet infections as well as rashes and irritation caused by constant wiping. Hence, this acts as a restraining factor for the growth of the global toilet paper market.
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Toilet Paper Market Competitive Landscape
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.
Toilet Paper Market Top Player’s Company Profiles
- Procter & Gamble Co.
- Kimberly-Clark Corporation
- Georgia-Pacific
- Essity AB
- Cascades Inc.
- Kruger Products L.P.
- Metsä Tissue Corporation
- Hengan International Group Company Limited
- Seventh Generation Inc.
- Wausau Paper Corp.
- Sofidel Group
- Resolute Forest Products Inc.
- Clearwater Paper Corporation
- SCA (Svenska Cellulosa Aktiebolaget)
- C&S Paper Co., Ltd.
- Venus Group
- Solaris Paper, Inc.
- Nova Tissue
- Hayat Kimya Sanayi A.Ş.
- Industrie Cartarie Tronchetti S.p.A.
Toilet Paper Market Recent Developments
- In May 2022, Razer is investing in The Nurturing Co., the maker of Bambooloo, one of the world’s first single-use and plastic-free, bamboo toilet paper and home care brands.
- In May 2022, according to Kimberly-Clark Australia, supply chain disruptions throughout the world are boosting demand for toilet paper and tissue products created in Australia. According to Kimberly-Clark Australia, demand has increased by about 10% from pre-pandemic levels.
Toilet Paper Key Market Trends
- Rising environmental awareness to reduce deforestation for paper pulp has led to a dilemma among consumers regarding its usage. Thus, manufacturers are constantly in the quest for an alternative solution and key players are following greener practices throughout the supply chain process. For example, a product such as Georgia Pacific’s Compact Coreless 2 -ply Bathroom Tissue uses limited paper pulp.
- The market for tissue paper manufacture is constrained by the fluctuation in pulp prices, which affect tissue paper production. The volume of tissue paper sold reduces as a result of the high pulp prices, which raise tissue prices by 10%. This is because of the continuous imbalance caused between demand and supply.
Toilet Paper Market SkyQuest Analysis
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 2023 | USD 53.45 Billion |
| Market size value in 2032 | USD 82.22 Billion |
| Growth Rate | 4.4% |
| Base year | 2024 |
| Forecast period | 2025-2032 |
| Forecast Unit (Value) | USD Billion |
| Segments covered |
|
| 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 |
|
| Customization scope | Free report customization with purchase. Customization includes:-
|
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Table Of Content
Executive Summary
Market overview
- Exhibit: Executive Summary – Chart on Market Overview
- Exhibit: Executive Summary – Data Table on Market Overview
- Exhibit: Executive Summary – Chart on Toilet Paper Market Characteristics
- Exhibit: Executive Summary – Chart on Market by Geography
- Exhibit: Executive Summary – Chart on Market Segmentation
- Exhibit: Executive Summary – Chart on Incremental Growth
- Exhibit: Executive Summary – Data Table on Incremental Growth
- Exhibit: Executive Summary – Chart on Vendor Market Positioning
Parent Market Analysis
Market overview
Market size
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- SWOT Analysis
KEY MARKET INSIGHTS
- Technology Analysis
- (Exhibit: Data Table: Name of technology and details)
- Pricing Analysis
- (Exhibit: Data Table: Name of technology and pricing details)
- Supply Chain Analysis
- (Exhibit: Detailed Supply Chain Presentation)
- Value Chain Analysis
- (Exhibit: Detailed Value Chain Presentation)
- Ecosystem Of the Market
- Exhibit: Parent Market Ecosystem Market Analysis
- Exhibit: Market Characteristics of Parent Market
- IP Analysis
- (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
- Trade Analysis
- (Exhibit: Data Table: Import and Export data details)
- Startup Analysis
- (Exhibit: Data Table: Emerging startups details)
- Raw Material Analysis
- (Exhibit: Data Table: Mapping of key raw materials)
- Innovation Matrix
- (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
- Pipeline product Analysis
- (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
- Macroeconomic Indicators
COVID IMPACT
- Introduction
- Impact On Economy—scenario Assessment
- Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
- Revised Market Size
- Exhibit: Data Table on Toilet Paper Market size and forecast 2021-2027 ($ million)
- Impact Of COVID On Key Segments
- Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
- COVID Strategies By Company
- Exhibit: Analysis on key strategies adopted by companies
MARKET DYNAMICS & OUTLOOK
- Market Dynamics
- Exhibit: Impact analysis of DROC, 2021
- Drivers
- Opportunities
- Restraints
- Challenges
- Exhibit: Impact analysis of DROC, 2021
- Regulatory Landscape
- Exhibit: Data Table on regulation from different region
- SWOT Analysis
- Porters Analysis
- Competitive rivalry
- Exhibit: Competitive rivalry Impact of key factors, 2021
- Threat of substitute products
- Exhibit: Threat of Substitute Products Impact of key factors, 2021
- Bargaining power of buyers
- Exhibit: buyers bargaining power Impact of key factors, 2021
- Threat of new entrants
- Exhibit: Threat of new entrants Impact of key factors, 2021
- Bargaining power of suppliers
- Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
- Competitive rivalry
- Skyquest special insights on future disruptions
- Political Impact
- Economic impact
- Social Impact
- Technical Impact
- Environmental Impact
- Legal Impact
Market Size by Region
- Chart on Market share by geography 2021-2027 (%)
- Data Table on Market share by geography 2021-2027(%)
- North America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- USA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Canada
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Europe
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Germany
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Spain
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- France
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- UK
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Europe
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Asia Pacific
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- China
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- India
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Japan
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Korea
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of Asia Pacific
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Latin America
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- Brazil
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of South America
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Middle East & Africa (MEA)
- Chart on Market share by country 2021-2027 (%)
- Data Table on Market share by country 2021-2027(%)
- GCC Countries
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- South Africa
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
- Rest of MEA
- Exhibit: Chart on Market share 2021-2027 (%)
- Exhibit: Market size and forecast 2021-2027 ($ million)
KEY COMPANY PROFILES
- Competitive Landscape
- Total number of companies covered
- Exhibit: companies covered in the report, 2021
- Top companies market positioning
- Exhibit: company positioning matrix, 2021
- Top companies market Share
- Exhibit: Pie chart analysis on company market share, 2021(%)
- Total number of companies covered
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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