Toilet Paper Market Size & Outlook, 2025-2033

Toilet Paper Market Insights

The global toilet paper market size was valued at USD 55.44 billion in 2024 and is projected to grow from USD 57.13 billion in 2025 to reach USD 74.95 billion by 2033, exhibiting a CAGR of 3.4% during the forecast period (2025-2033).

Toilet paper is a household product essential for personal hygiene, made from paper pulp and designed for single-use. The global market demand is rising due to increased hygiene awareness, population growth, and rising disposable incomes. The COVID-19 pandemic caused a significant surge in demand, a trend that continues today, with consumers focusing more on premium and eco-friendly products.

Market Trends

Growth in Online Sales Channel

The rise of e-commerce has significantly reshaped the global toilet paper market, providing consumers with greater accessibility and convenience when purchasing. As online shopping continues to grow, major brands are partnering with online platforms and direct-to-consumer services to meet this demand.

• For example, Procter & Gamble reported a 15% increase in toilet paper sales through online channels in 2022, as more consumers turned to digital shopping during the pandemic. The online segment has proven particularly effective in reaching urban consumers who seek convenience and a streamlined shopping experience.

Moreover, e-commerce allows brands to leverage targeted marketing strategies through digital platforms and subscription models, offering personalized experiences and fostering customer loyalty. As the trend of online shopping continues to accelerate, it presents significant opportunities for companies to expand their reach.

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Toilet Paper Market Growth Factors

Increased Hygiene Awareness Post-Pandemic

The COVID-19 pandemic significantly heightened global awareness around hygiene, leading to a surge in demand for hygiene products. Governments and health organizations emphasized the importance of frequent handwashing and proper sanitation, which in turn spurred higher consumption rates in both households and public spaces.

• According to the World Health Organization, hygiene-related spending globally increased by 20% in 2021, directly impacting the demand for toilet paper.

Therefore, companies like Essity AB responded by expanding production capacity in 2022 to meet this growing demand, ensuring the stability of supply chains. As hygiene remains a key priority for consumers worldwide, it continues to drive growth in the global market.

Rising Disposable Incomes in Emerging Countries

Rising disposable incomes, particularly in emerging economies, are fueling demand for higher-quality household products. In regions like Asia-Pacific, where rapid urbanization and evolving lifestyles are prevalent, middle-class populations in countries such as China and India are increasingly opting for premium hygiene products.

• In 2022, the National Bureau of Statistics of China reported a 12% increase in disposable income, further boosting demand for premium toilet paper. To meet this demand, companies are expanding their production and distribution networks in these regions.

Market Restraining Factors

Supply Chain Disruption and Rising Production Cost

The global toilet paper market is currently facing significant challenges, including disruptions in supply chains and rising production costs. In 2022, the price of pulp, a key raw material, increased by 25% due to global supply chain issues and heightened demand. The ongoing energy crisis in Europe has further exacerbated production costs, putting pressure on manufacturers' profit margins.

One of the major players in the industry, Essity AB, reported a rise in operational costs in 2022, driven in part by higher energy and transportation expenses. These increased costs could limit market growth as manufacturers struggle to stabilize prices amidst raw material shortages and rising production costs. As a result, producers may face difficulties in maintaining profitability while meeting consumer demand, posing a challenge to the overall growth of the global market.

Market Opportunities

Shift towards Eco-Friendly and Recycled Products

A growing trend towards environmental sustainability presents significant opportunities for the toilet paper market. Consumers are increasingly seeking eco-friendly alternatives, such as recycled and sustainably sourced toilet paper. In response, major manufacturers are introducing environmentally conscious products to cater to this demand.

• For example, in 2022, Kimberly-Clark launched the "Greenleaf" line, made from 100% recycled paper and bamboo fibers, appealing to eco-conscious consumers in North America. Government initiatives, such as the European Union's Green Deal, are also promoting sustainability and encouraging demand for environmentally friendly toilet paper.

This shift helps reduce deforestation and environmental harm while offering companies a chance to tap into a growing segment of environmentally aware consumers.

Regional Insights

North America: Dominant Region with Largest Market Share

North America leads the global toilet paper market, driven by high per capita consumption, established manufacturing facilities, and strong distribution networks. The United States alone accounted for approximately 30% of global toilet paper sales in 2022. Major brands like Procter & Gamble and Kimberly-Clark, with established products such as Charmin and Cottonelle, hold a dominant position in the market.

Government support for the pulp and paper industry further strengthens production capabilities in the region. Moreover, the premium segment is highly popular among North American consumers, contributing to higher revenues. With its advanced manufacturing infrastructure and robust consumption levels, North America maintains its leadership in the global market.

Asia Pacific: Emerging Region

Asia-Pacific is rapidly emerging as a key market for toilet rolls, fueled by rising disposable incomes, urbanization, and increased hygiene awareness. Countries like China, India, and Japan are witnessing growing demand, especially in urban areas, where lifestyle changes are influencing consumption patterns. In 2022, the National Bureau of Statistics of China reported a 12% increase in disposable income, driving the demand for higher-quality toilet rolls.

Moreover, companies like Vinda International and Asia Pulp & Paper are expanding their production facilities in the region to cater to the rising local demand. With a growing middle class and increasing focus on living standards, Asia-Pacific is set to be a significant growth driver in the global market.

Countries Insights

• United States – The U.S. leads the world in toilet paper consumption, using an average of over 140 rolls (28 pounds) annually per person. Despite comprising only 4% of the global population, the U.S. accounts for approximately 20% of global toilet roll consumption. Moreover, major brands such as Procter & Gamble, Kimberly-Clark, and Georgia Pacific dominate the U.S. market, which is a crucial driver of global consumption trends.

• Canada - In Canada, toilet paper consumption is also high, with the average person using around 96 rolls annually. As disposable incomes rise, Canadians continue to favor premium toilet roll products. Canadian manufacturers and international players cater to this demand through a well-established retail network, reinforcing Canada’s position as a significant market for both domestic and imported toilet paper products.

• India - India has a notably lower per capita toilet paper consumption, with less than 0.5 kilograms used annually, according to the World Bank. The cultural emphasis on traditional methods of hygiene has led to slower adoption of toilet roll in comparison to Western nations. However, as urbanization grows and hygiene awareness increases, the demand for toilet paper is gradually rising.

• China - China, with a population of over 1.4 billion people, uses over 4 billion miles of toilet roll annually, the most of any country. As the middle class continues to expand and urbanization increases, the demand for hygiene products, including toilet paper, is on the rise. While the consumption per capita is lower than in Western nations, China's massive population ensures that its total usage outpaces other countries.

• Portugal - In Portugal, the average person uses approximately 643.36 miles of toilet roll over their lifetime. While this consumption rate is relatively high compared to some other European countries, it reflects the region’s well-established hygiene standards and preferences for high-quality tissue products.The Portuguese market is influenced by regional manufacturers and international brands that focus on providing both affordability and premium products to meet the needs of the population.

• Africa - Toilet paper consumption in African countries is notably low, with per capita usage averaging around 0.4 kilograms annually. Cultural preferences and lower levels of urbanization have contributed to slower adoption of toilet paper compared to other regions. However, as infrastructure improves and hygiene awareness increases, there may be gradual shifts in consumption patterns. The region remains one of the smallest markets globally, but emerging economies may offer potential for growth in the coming years.

Type Insights

2 Ply segment dominated the market with the largest market revenue. 2-ply toilet leads the market as it is most preferred amongst consumers in almost all global markets because of its comfort, durability, and economy. Consumers primarily prioritize 2-ply toilets, especially because of their strength and softness properties, which make them much more popular in premium marketplaces, including North America and Europe. According to data from Kimberly-Clark, 2-ply sales accounted for more than 60% of its international sales in 2022. Government standards in the U.S. and EU focus on the quality of the product, encouraging demand for multi-ply options in it.

Distribution Channel Insights

Offline sales segment accounted for the largest market revenue. The offline sales channel through supermarkets, hypermarkets, and convenience stores dominates distribution due to its accessibility and quicker. Consumers can easily buy housewares at local stores. For instance, in 2023, NielsenIQ reported that 70% of toilet paper sales worldwide were sold at retail stores. Governments in developing countries also support investments in retail infrastructure to increase the accessibility of basic products. Even though the web-based sales of toilet paper are increasing, offline modes of distribution remain the leading way worldwide.

End-User Insights

Residential Use segment accounted for the largest market revenue. Residential is the largest end-use category of toilet paper worldwide because it is used regularly for household consumption. Households are among the major consumers of toilet rolls for everyday hygiene purposes. In developed regions such as North America and Europe, toilet roll is consumed considerably. According to a 2022 report from the U.S. Census Bureau, residential households accounted for around 75% of toilet roll in the country. This demand in the domestic sector will continue with greater awareness of hygiene and hygiene practices that have changed to clean up households.

Company Market Share

Procter & Gamble, Kimberly-Clark, and Essity AB are the dominant players in the global market, collectively commanding around 60% of the market share in 2022. Procter & Gamble, with its popular Charmin brand, holds a strong position, particularly in North America, where its consumer base remains significant.

Kimberly-Clark maintains a robust presence in both North America and Europe through well-known brands like Cottonelle and Scott. Meanwhile, Swedish company Essity AB leads in Europe with its Tempo and Lotus brands and is expanding its footprint in Asia. These companies benefit from extensive global reach, strong brand loyalty, and well-established distribution networks, which help them maintain market dominance.

While smaller regional players are emerging, the market remains largely consolidated with these industry giants. Their continued investment in research and development enables them to innovate and meet evolving consumer demands, solidifying their leadership in the market.

List of key players in Toilet Paper Market

1. Georgia-Pacific
2. Procter & Gamble
3. Kruger Products L.P.
4. SOFIDEL
5. Kimberly Clark
6. ABC Tissue
7. Wepa Hygieneprodukte GmBH
8. Suzano
9. Absormex CMPC Tissue
10. Essity Actiebolag (Publ)
11. Caprice Paper Products Pty. Ltd.

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Recent Developments

• June 2024 - Georgia-Pacific relaunched Aria, a 100% recycled, three-ply paper-wrapped bath tissue. The product focuses on sustainability by using 100% recycled paper in its production, responding to consumer demand for eco-friendly options. This relaunch is part of the company's efforts to expand its portfolio of environmentally responsible products and cater to consumers seeking sustainable alternatives in everyday goods.

Analyst Opinion

As per our analyst, the global toilet paper market is poised for steady growth, driven by increasing hygiene awareness, population growth, and rising disposable incomes in developing nations. However, the industry faces challenges related to rising production costs and environmental concerns as manufacturers grapple with the impact of raw material sourcing and sustainability demands.

Consumers have shifted towards eco-conscious choices, prioritizing toilet paper made from alternative materials such as bamboo or recycled paper. This shift is prompting companies to invest heavily in sustainable production processes to meet the growing demand for environmentally friendly products.

E-commerce is also transforming market dynamics, with online distribution channels gaining traction as more companies and consumers explore digital shopping. In addition, the Asia-Pacific region offers significant growth potential, fueled by an expanding middle class and improved hygiene standards, creating a strong market opportunity in the coming years.