Europe toilet paper market size reached around USD 14.26 Billion in 2025. The market is projected to grow at a CAGR of 4.40% between 2026 and 2035 to reach nearly USD 21.93 Billion by 2035.
Base Year
Historical Period
Forecast Period
With 75% EU inhabitants living in cities, towns, and suburbs, urban areas are leading the toilet paper consumption in Europe.
In 2022, Essity launched its first toilet paper product, Zewa, in Germany using straw leftover which is both productive and sustainable.
As per industry reports, EU’s population was estimated to reach 449.2 million in January 2024, increasing the demand for essentials such as toilet papers across the region.
Compound Annual Growth Rate
4.4%
Value in USD Billion
2026-2035
*this image is indicative*
The rising population in Europe is a key driver for the growth of the Europe toilet paper market as an increasing number of heads per family leads to its growing consumption per household. As of January 2024, EU’s population stood at 449.2 million, growing by 1,647,346 inhabitants’ year-on-year. A further growth is expected due to multiple factors such as increasing birth rates, influx of tourists and rapid urbanisation of major cities, indicating a rise in the overall toilet paper consumption across European nations.
Furthermore, several new innovations in the toilet paper industry are also adding up to the growth of the Europe toilet paper market. This includes the introduction of several novel products that not only enhance softness and comfort for the customers but also infuse additional elements such as fragrance and hypoallergic substances to enhance its functionality. For instance, Nice-Pak, a UK-based toilet paper brand released a first-of-its-kind moist toilet tissue roll with Nice ‘N Clean Wipes SecureFlush that breaks apart faster than regular toilet paper when flushed, despite being strong enough to clean and sustainably manufactured with plastic-free, biodegradable materials.
Use of alternative fibre, introduction of recyclable packaging, and growing health awareness are increasing the Europe toilet paper market value.
Key players in Europe toilet paper market are using alternative fibre materials to manufacture toilet paper products, addressing concerns such as wastage of paper and increasing deforestation. This is not only sustainable for the environment but also a cost-effective option. For instance, in 2021, Essity began the production of tissue and toilet papers using wheat straw in its Mannheim plant in Germany. The products, hence produced, were as soft and durable as traditional wood-pulp based tissue and toilet papers.
Growing sustainability concerns have prompted customers to opt for toilet papers with eco-friendly packaging using paper or recyclable plastics. Besides, introducing such packaging is also enhancing the brand value of manufacturers. In a similar effort, in October 2021, Sainsbury announced that it was transitioning 27 of its products into paper packaging, saving 485 tonnes of plastic use which is equivalent to 55 million plastic pieces every year.
Rising disposable income is a leading factor for the purchase of high-grade toilet paper products by customers. In 2022, the region was reported to have an average disposable income of 18,706 purchasing power standards (PPS) per inhabitant. With increasing purchasing power, people are prioritising health, safety, and sanitation over cost-effectiveness of essential household items, especially toilet paper products, that may directly affect their personal hygiene and overall well-being in the long run.
The European population has been struggling with microbial infections in the recent years due to compromised sanitation measures. In 2022, the European Centre for Disease Prevention and Control reported that the total EU population-weighted mean total consumption of antibacterials for systemic use was 19.4 DDD per 1,000 inhabitants per day which was a significant year on year change. This has propelled them to invest in high-quality hygiene products, especially toilet papers.
Innovative Marketing Campaigns is Becoming a Key Trend of Europe Toilet Paper Market
Toilet paper brands are increasingly relying on marketing campaigns to promote their new as well as existing product ranges in different modes. This includes digital marketing, broadcast marketing, and influencer-based social media marketing which have garnered immense popularity in the industry. These campaigns not only have a direct positive impact on the sales of the products but also help in the expansion of consumer base.
To reflect the same, Essity tissue and toilet paper brand launched a new creative marketing platform “Selfishly Soft” with Publicis London in August 2021 that featured a talking Koala advocating the importance of me-time in the toilet with its softest toilet tissue product, Cushelle Quillted. The idea for the campaign came after the company highlighted that 84% of people in the U.K. and Ireland were fond of me-time moments in toilets but couldn’t have them due to their busy lifestyles.
The EMR’s report titled “Europe Toilet Paper Market Report and Forecast 2026-2035” offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
Market Breakup By End Use
Market Breakup by Distribution Channel
Market Breakup by Country
1 Ply Products Account for the Highest Share Due to Increasing Demand in Public Restrooms
1 ply products are commonly used in public restrooms as they are cost effective and thinly sheeted to allow easy passage through drainage systems when flushed. This is increasing their demand in European cities such as Helsinki, Luxembourg, Vaduz, Dublin, and Ljubljana, voted to have the cleanest public toilets in 2022. Additionally, their demand is also increasing in cities with expanding public toilet infrastructure to maintain cleanliness and hygiene through multiple visits in a day. For instance, Brussels announced the installation of eight new public toilets by 2023 under its Toilet Action Plan, immediately after the addition of 50 toilets via its 'Hospitable toilets'. Such projects have increased the 1 ply toilet paper consumption in Europe.
Also, the demand for 2 ply toilet paper is increasing due to growing health and wellbeing concerns among adults and children, as they offer better absorption, comfort, and durability when compared to 1 ply products. Owing to this reason, many public places are shifting to using 2 ply toilet papers despite its high cost and maintenance requirements. This includes public schools, colleges, shopping malls, tourist accommodations and more.
New Home Purchases is Leading to Toilet Paper Demand Growth in Europe’s Residential Sector
Housing prices increased by 1.3% and 2.9% in Euro area and European Union respectively year-on-year in the second quarter of 2024, indicating a booming residential sector and a growing demand for new home purchases. This is positively impacting the Europe toilet paper market. As the population and urbanisation in the region increases further, especially in major cities, the residential sector will account for a high share of toilet paper usage, leading to the overall market expansion.
As per the Europe toilet paper market analysis, the commercial sector is also witnessing a gradual growth in the demand for high grade toilet papers due to the influx of national and international tourists at hotels, accommodations and stays. As per industry reports, Spain was the most popular tourist destinations in 2022, with 271 million nights spent by international tourists in tourist accommodations, a 22.4% of the overall region’s share. This was followed by countries such as Italy, France, Greece, and Croatia. As the numbers rise further, the commercial sector will witness an increase in the supply and demand for premium quality toilet paper in Europe.
Rising E-commerce Sales is Increasing the Europe Toilet Paper Industry Revenue in B2C Segment
The expansion of e-commerce platforms is increasing the sales of toilet papers in the B2C segment. The International Trade Administration claimed that Europe was the third largest retail ecommerce market globally in 2023, with a total revenue of USD 631.9 billion. Further, it projected the annual growth rate of the revenue at 9.31% up to 2027 to reach USD 902.3 billion. This sharp surge is expected to increase the B2C sales of toilet paper products at a rapid pace, leading to the overall growth of the Europe toilet paper market.
Additionally, the growth of the B2B toilet paper sales in Europe is being led by its expanding distributive trade sector, which generated an overall net turnover of EUR 9.9 trillion across the region in 2021. A strong distributive trade sector facilitates efficient supply chains, ensuring that businesses can reliably access high-quality products at competitive prices. This efficiency is crucial for companies in hospitality, healthcare, and other industries that require consistent and bulk supply of toilet paper to meet customer needs.
Germany Leads the Europe Toilet Paper Market Growth Due to Rising Population and Migration
Germany is leading the overall growth of the market owing to the rising population and influx of immigrants. As of 1st January 2023, the country’s population stood at 83,115,000 and grew by 330,000 by 1st January 2024. The growth was observed to be the highest in the European Union. Further, the influx of migrants during the period exceeded 664,000 further raising the consumption of toilet paper in the country.
This was followed by France and Italy. While the former recorded an increase of 229,000 inhabitants between January 2023 and 2024, the latter’s increase stood at 273,000 inhabitants during the same year. Their migrant influx, on the other hand, increased by 639,000 and 273,000 during the same period.
Europe toilet paper market key players are widening their product portfolio to serve the needs of several industries and a variety of customers, thereby increasing their market revenue.
Founded in 2017 and headquartered in Stockholm as a public company, Essity is a leading producer of health and hygiene products. Its global footprint extends to more than 150 countries, serving more than 1 billion customers every day. It operates through a range of popular brands, which include TENA, TORK, Actimove, Cutimed, Tempo and more producing multiple tissue paper products such as toilet paper, hand towels, facemasks, and diapers.
Established more than a century ago and headquartered in Texas, United States, Kimberly-Clark is a well-known health and hygiene brand globally. It operates in multiple segments such as adult care, baby and childcare, feminine care, family care, and products for the professional sector. The products it manufactures include baby diapers, adult diapers, sanitary pads, toilet paper, tissue paper, paper towels and more.
Founded in the year 1986, Nova Tissue Company Limited is an England-based firm. The company pioneers in making toilet paper and kitchen rolls including toilet roll, recycled toilet paper, kitchen roll, eco-friendly tissue roll, bamboo toilet paper, and 3-ply toilet roll for personal and bulk use.
Fourstones Paper Mill Co. Ltd, a UK based firm is headquartered in England. Founded in 1763, the company initially produced handmade paper for book industry and widened its product range to several paper disposable items today. It manufactures and converts the highest quality paper into products such as Centrefeed towel rolls, medical / couch rolls, industrial wipes, toilet rolls and more.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
Other key players considered in the Europe toilet paper market report are Procter & Gamble Co., Accrol Group Holdings Plc, WEPA Hygieneprodukte GmbH, International Tissue Company Ltd., Splesh, and Bazoo, among others.
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In 2025, Europe toilet paper market attained a value of nearly USD 14.26 Billion.
The market is projected to grow at a CAGR of 4.40% between 2026 and 2035.
The market is estimated to witness healthy growth in the forecast period of 2026-2035 to reach a value of around USD 21.93 Billion by 2035.
The major drivers of the market are the rising population, growing concerns over health and hygiene, and expanding residential use.
The key trends of the market include the production of environmentally friendly items, increasing online sales, and the preference for multi-ply products.
The major countries in the market are the United Kingdom, Germany, France, and Italy among others.
The various types of toilet paper considered are 1 ply and 2 ply toilet papers among others.
The segments based on end use are residential and commercial.
The major players in the market are Essity AB, Kimberly-Clark Corp., Procter & Gamble Co., Nova Tissue Co. Ltd., Accrol Group Holdings Plc, WEPA Hygieneprodukte GmbH, International Tissue Company Ltd., Fourstones Paper Mill Co. Ltd., Splesh, Bazoo, among others.
Explore our key highlights of the report and gain a concise overview of key findings, trends, and actionable insights that will empower your strategic decisions.
| REPORT FEATURES | DETAILS |
| Base Year | 2025 |
| Historical Period | 2019-2025 |
| Forecast Period | 2026-2035 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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| Breakup by Type |
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| Breakup by End Use |
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| Breakup by Distribution Channel |
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| Breakup by Region |
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| Market Dynamics |
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| Competitive Landscape |
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| Companies Covered |
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