The United States toilet paper market reached approximately USD 11.27 Billion in 2025. The market is projected to grow at a CAGR of 4.90% between 2026 and 2035. It is estimated to reach a value of around USD 18.18 Billion by 2035.
Base Year
Historical Period
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As of 2024, the toilet paper sector including both wet and dry toilet paper amounted to approximately USD 107.4 billion. The planetwide sales reached an estimate of nearly 46 million metric tons of toilet paper.
Eco-friendly startups based in the U.S.A. are using alternatives to trees for making toilet papers since its production is wiping out the source of the wood pulp and Canadian forests. These include brands such as Whole Foods, Green Forest, Who Gives a Crap and a startup called Reel Paper.
On January 10, 2024, to expand its production in the US, the Italian manufacturer of hygiene papers ‘Sofidel’ bought a tissue mill in Duluth, Minnesota, from ST Paper.
Compound Annual Growth Rate
4.9%
Value in USD Billion
2026-2035
*this image is indicative*
Increased health awareness and concerns and growing awareness regarding sanitation have been key drivers propelling the growth of the United States toilet paper market. Approximately 57 sheets of toilet paper are used daily by an average American. Customers are adopting high-quality toilet paper that may offer a comfortable clean, durability when wiping, and less lint and residue due to the increased focus on optimal sanitation. Consumer spending on personal care products has increased as a result of rising living standards and disposable incomes, supporting industry expansion. According to United States toilet paper market dynamics and trends, major companies are actively investing in modernizing their manufacturing facilities to produce toilet paper while utilizing recycled fibers.
E-commerce platforms and online delivery websites and applications are rapidly increasing which has also positively impacted the toilet paper market in the country. The demand for toilet paper is on the rise in the states and especially saw a significant upturn in 2023. The convenience of getting day-to-day necessities like this delivered to your doorstep has driven up sales. Many platforms also offer subscription services where consumers can have toilet paper delivered regularly. Due to high competition in the market, retailers on online platforms offer discounts that make it more cost-effective than offline stores.
The rising trend for sustainability is a key trend of United States toilet paper market. The preference for toilet paper made of sustainable sources is growing due to changes in purchasing patterns and environmental consciousness. Examples of these materials include bamboo, recycled paper, and non-wood fiber alternatives. Market players are actively developing new materials, improving production processes and coming up with ways to minimize wastage due to the change in people’s spending habits.
Rising population, growing health concerns, increased awareness about environmental sustainability and the emergence of startups are increasing the United States toilet paper market revenue.
Use of low-quality toilet paper increases the risk of antimicrobial resistant infections, a leading cause for diseases and deaths in the US. Growing concerns over such infections have increased the demand for high grade, premium quality toilet papers, thereby propelling the toilet paper market in United States.
Growing awareness about environment conservation and sustainability among the educated population in US has raised the demand for recyclable, bamboo or fiber-based toilet paper. Several startups have joined the league of producing such eco-friendly products at extremely affordable prices to compete with established players such as Bounty and Charmin without any competitive disadvantage in the traditional market.
A major cause for the market growth is the rising population in United States. According to the US Census Bureau, the nation has gained more than 1.6 million people in 2023, growing by 0.5%. Further, more states have reported a population growth in 2023 than in any year since pre-pandemic levels.
Considering the huge and everlasting demand of toilet paper, startups such as Whole Foods, Green Forest, Who Gives a Crap and Reel Paper, are transforming the industry. These companies are showing increasing interest in the sector. They are not only coming up with innovative and sustainable product solutions but also making them economical and affordable for consumer use. Startups are garnering increased investment from investors across industries, further promoting their growth and development.
‘The United States 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 Region
According to United States toilet paper industry analysis, consumers are increasingly leaning towards the 2-ply type of toilet paper. This may be due to several factors including the fact that they are softer and more comfortable on the skin. 2 ply paper is also more absorbent and has a better absorption compared to the single-ply variant. While these are also usually more expensive, the consumers are ready to pay more for comfort, quality, and sustainability.
The market players are increasingly using sustainable and recyclable materials to attract customers.
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It is estimated that the market reached approximately USD 11.27 Billion in 2025.
The toilet paper market in United States is expected to grow at a CAGR of 4.90% between 2026 and 2035.
The market is projected to reach a value of around USD 18.18 Billion by the year 2035.
Expansion of tourism sector, growing number of e-commerce platforms, and adoption of advanced technologies in the production process are the major drivers of the market.
The increasing inclination towards sustainable products and rising hygiene consciousness are the key trends of the market.
Based on type, the market is divided into 1 ply, 2ply, and others.
The key players in the market are Kimberly-Clark Corp., Essity AB, GCP Paper USA Inc., Procter & Gamble Co., Cascades Inc., Georgia-Pacific LLC, Kruger Inc., Suzano S.A., Softex Group, Cardinal Tissue, LLC, and 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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