Global Toilet Paper Market Report and Forecast 2024-2032

Global Toilet Paper Market Size

The global toilet paper market reached a value of approximately USD 71.37 billion in 2023. The market is projected to grow at a CAGR of 5.4% between 2024 and 2032, reaching a value of around USD 114.90 billion by 2032.

Toilet Paper Market Outlook

• Nearly 42 million tons of toilet paper are used per year in the world, amounting to a billion kilometres of toilet paper.

• China is the largest user of toilet paper in the world, using more than 4 billion miles of toilet paper each year.

• An average American uses 100 rolls of toilet paper per year and 8.6 sheets of toilet paper each day they go to the washroom.

Toilet Paper Market Growth

Toilet paper, a sanitary absorbent paper, is commonly used to dry or clean oneself after defection or urination. It is typically made up of paper pulp and is engineered to easily dissolve in water and pass through septic systems or pipes. The toilet paper market growth can be attributed to the rising population levels, rapid urbanisation, and the growing disposable income of the middle-class population.

Rising emphasis on hygiene and the growing awareness regarding sanitation are prompting customers to invest in personal hygiene products such as toilet paper. These papers are widely available in different folds, textures, sizes, absorbency, softness, and strength. Besides, the expansion of tissue paper production facilities, buoyed by changing consumption habits, is expected to positively impact the market.

Key Trends and Developments

Increasing demand for high-quality toilet paper; the growing popularity of e-commerce channels; the rising trend of sustainability; and the adoption of advanced technologies in the production process are favouring the toilet paper market expansion

May 2024

Who Gives A Crap launched a 100% recycled fibre toilet paper across the Whole Foods Market in the United States, encouraging customers to purchase sustainable products.

Feb 2024

Tesco launched a new range of soft and absorbent toilet rolls made from recycled pulp and recycled cardboard. The pulp production process of the product uses less amount of chemicals, water, and energy as compared to the conventional methods.

Oct 2023

Charmin unveiled its Ultra Soft Smooth Tear toilet paper, which replaces conventional perforation lines with a scalloped edge to deliver clear and even tear every time, thereby enhancing the bathroom experience of customers.

Jun 2023

Sybron, in partnership with UniGreen, launched SySoft Luxury Bamboo Toilet Tissue, made from 100% bamboo and packaged in sustainable and plastic-free materials.

Rising demand for high-quality toilet papers

The growing focus on optimal sanitation is prompting customers to adopt high-quality toilet papers that can provide a comfortable clean, durability during wiping, and leave less amount of lint and residue.

Increasing sales of toilet paper from online platforms

The demand for toilet paper from online platforms is significantly rising as customers increasingly value convenience and accessibility offered by these channels.

Growing trend of sustainability

With increasing environmental consciousness and changing purchasing habits, there is a rising preference for toilet paper made from sustainable materials like bamboo, non-wood fibre alternatives, and recycled paper, among others.

Technological advancements supporting improved production

There is a rapid integration of advanced technologies like artificial intelligence (AI), automation, and machine learning in production processes to improve the quality of toilet papers produced, reduce waste, and automate routine tasks.

Toilet Paper Market Trends

Sustainability has emerged as a significant trend aiding innovations in the market for toilet paper. Reportedly, nearly 27,000 trees are cut down per day to produce toilet paper, leading to deforestation, soil erosion, and climate change. Hence, key players are attempting to develop eco-friendly toilet paper that can combat the sanitation crisis and create a sustainable future. Materials such as sugarcane, bamboo, recycled paper, and other alternative pulp sources are expected to revolutionise the market in the coming years.

Consumers are increasingly purchasing toilet paper from e-commerce channels amid evolving shopping behaviour and the rising demand for convenience. Attractive offers and discounts, doorstep delivery, and a wide product assortment are also driving the shift towards online purchasing of toilet paper. Key market players are adopting sustainable production methods, integrating eco-friendly packaging, and expanding their presence on e-commerce channels to capitalise on this trend.

Toilet Paper Industry Segmentation

“Global Toilet Paper Market Report and Forecast 2024-2032” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type

• 1 Ply

• 2 Ply

• Others

Market Breakup by End Use

• Residential

• Commercial

Market Breakup by Distribution Channel

• Hypermarkets/Supermarkets

• Convenience Stores

• Online Channels

• Others

Market Breakup by Region

• North America

• Europe

• Asia Pacific

• Latin America

• Middle East and Africa

Toilet Paper Market Share

Increasing demand from the commercial sector is expected to significantly contribute to the market revenue

Hotels, resorts, and other similar establishments are a key demand driver of toilet paper and contribute to a surge in revenue from the commercial sector. This is supported by the growth of the hospitality sector, where hygiene and comfort of guests remain the top-most priority. Moreover, the expansion of the travel and tourism sector globally is expected to lead to a surge in footfall of guests, thereby boosting the demand for essential hygiene products like toilet paper from the commercial sector.

Meanwhile, the increasing hygiene awareness in developed countries supports the demand for toilet paper from the residential sector. The sustainable characteristics of the product and high consumer disposable incomes contribute to their heightened usage by individuals to maintain their personal hygiene.

Leading Toilet Paper Manufacturers

The market players are increasingly focusing on making the production process more sustainable, further integrating eco-friendly packaging to reduce their environmental footprint

The Procter & Gamble Company

Founded in 1837, The Procter & Gamble Company is a multinational consumer goods conglomerate based in the US. It has several popular brands like Tide, Pantene, and Crest under its portfolio.

Kimberly-Clark Corporation

An American conglomerate operating in the field of personal care, Kimberly-Clark Corporation mostly develops paper-based consumer products.

Essity AB

A Sweden-based hygiene and health business, Essity AB’s portfolio mostly deals with one-use products including baby diapers, incontinence products, tissue paper, feminine care, wound care, and others.

Koch Industries, Inc.

Koch Industries’ paper-products business Georgia-Pacific produces tissue, paper, toilet paper, and other products and some of its prominent brands include AngelSoft and Quilted Northern.

Other players operating in the toilet paper market are Unilever plc, Zeina Group, Aditya Birla Group (Century Textiles and Industries Limited), Lotus Tissue Papers Products, WEPA Professional, and Aktül Kagit Üretim Pazarlama AS, among others.

Toilet Paper Market Analysis by Region

Asia Pacific is expected to witness a healthy growth in the forecast period, owing to growing demand for personal care and hygiene products

The market in the Asia Pacific region is expected to experience one of the fastest growth rates over the forecast period, with countries like India and China being key regional markets. The rising awareness regarding personal care and cleanliness in developing countries is leading to a growing adoption of hygiene products by the population. Moreover, concerns related to harmful transmission of bacteria and the need to promote cleanliness to maintain health and wellbeing are key factors driving the demand in the commercial sector. This is further being supported by the increasing number of travelers and the expansion of the hospitality sector, which remains a major consumer of hygiene products.

In Europe, improved hygiene standards make these products essential in both residential and commercial sectors. The high purchasing power of Europeans as well as the promotion of products with lower environmental impact support the demand for sustainably developed toilet papers in the region.

Meanwhile, in North America, stringent health standards and access to improved sanitation facilities have resulted in a rise in use of hygiene products including toilet papers. Other markets like Latin America and the Middle East and Africa are expected to witness a similar trend in the coming years, as hygiene consciousness increases among the population with government authorities taking stringent measures to promote the same.

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Toilet Paper Market Report Snapshots

Toilet Paper Market Size

Toilet Paper Market Share

Toilet Paper Market Growth

Toilet Paper Market Trends

Toilet Paper Market Regional Analysis

Toilet Paper Companies