United States Toilet Paper Market Report and Forecast 2024-2032

United States Toilet Paper Market Size

The United States toilet paper market reached approximately USD 10.74 billion in 2023. The market is projected to grow at a CAGR of 4.90% between 2024 and 2032. It is estimated to reach a value of around USD 16.52 billion by 2032.

United States Toilet Paper Market Outlook

• 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.

United States Toilet Paper Market Growth

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.

Key Trends and Recent Developments

Rising population, growing health concerns, increased awareness about environmental sustainability and the emergence of startups are increasing the United States toilet paper market revenue.

August 2024

Essity, a multinational toilet paper manufacturing company with a huge market in the US has launched one of a kind coreless toilet paper roll to reduce waste generated from packaging. The rolls produce 59% less waste from packaging and contain double the length of tissue within one roll compared to traditional toilet paper rolls with cardboard cores. Other benefits of this innovated product include easy transportation, storage, and optimized shelf space.

June 2024

“Who Gives a Crap”, an eco-friendly toilet paper manufacturing company known for its 100% fiber-based recycled toilet papers has become the first to launch its brand in the Whole Foods Market. The product is available in select whole foods stores donating half the profits earned to water and sanitation solutions.

October 2023

Charmin, one of the oldest toilet paper manufacturing companies has introduced a new design feature in its product after 100 years. The design involves a new perforation line with scalloped edges to facilitate a clean and smooth tear while using the product. The idea was fuelled by the struggle that consumers often faced while tearing toilet paper during use, as uneven tears often lead to unnecessary wastage.

April 2021

In an effort to promote sustainable startups, Gaming giant Razer granted an amount worth USD 50 million from its green fund to The Nurturing Company and its sustainable toilet paper brand Bambooloo. Bambooloo produces single use, 100% plastic-free toilet papers made from bamboo pulp, using 90% less water and 70% less carbon than regular toilet paper.

Rising Health Concerns propelling Market Growth

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 Aiding the Adoption of Sustainable Products

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.

Rising Population Results in Increasing Toilet Paper Demand

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.

Emergence of Startups

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.

United States Toilet Paper Industry Segmentation

‘The United States 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

• B2B

• B2C

Market Breakup by Region

• New England

• Mideast

• Great Lakes

• Plains

• Southeast

• Southwest

• Rocky Mountain

• Far West

United States Toilet Paper Market Share

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.

Leading Companies in the United States Toilet Paper Market

The market players are increasingly using sustainable and recyclable materials to attract customers.

• 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

• Others

Key Highlights of the Report

United States Toilet Paper Market Report Snapshots

United States Toilet Paper Market Size

United States Toilet Paper Market Growth

United States Toilet Paper Market Share

United States Toilet Paper Companies