Toilet Paper Market Size
| Study Period | 2019 - 2030 |
| Market Size (2025) | USD 13.35 Billion |
| Market Size (2030) | USD 18.48 Billion |
| CAGR (2025 - 2030) | 6.72% |
| Fastest Growing Market | Europe |
| Largest Market | North America |
| Market Concentration | Medium |
Major Players*Disclaimer: Major Players sorted in no particular order |
Toilet Paper Market Analysis
The Toilet Paper Market size is worth USD 13.35 Billion in 2025, growing at an 6.72% CAGR and is forecast to hit USD 18.48 Billion by 2030.
Toilet paper, primarily crafted from biodegradable wood pulp, enjoys greater popularity in developed nations, particularly the United States and Europe, fueling its market growth. Furthermore, surging health and household hygiene concerns significantly propel this market.
- As travel and tourism flourish in North America and Europe, so does the hospitality industry. Data from the UN World Tourism Organization (UNWTO) reveals that in the first seven months of 2024, approximately 790 million tourists journeyed internationally, an 11% increase from 2023. This surge has amplified the global demand for toilet paper.
- Globally, there's a rising trend towards eco-friendly toilet paper spurred by the environmental repercussions of traditional variants. These conventional papers, derived from virgin pulp, contribute to deforestation. In response, manufacturers are rolling out innovative and sustainable toilet paper rolls, particularly targeting the European market.
- For instance, in May 2024, European company Sofidel S.p.A launched its Regina Rotoloni maxi rolls in several countries, including Spain, Poland, the Netherlands, Hungary, and Romania. These rolls boast sustainability features, utilizing less packaging and core cardboard per kilogram, and ensuring more efficient transportation.
- Yet, toilet paper isn't without its challenges. Increasing scrutiny over deforestation and unsustainable forestry practices has pressured toilet paper manufacturers to adopt more sustainable practices, such as sourcing from certified sustainable forests or using recycled materials. This shift may increase costs and require significant investment in new processes or technology which can hamper the market growth.
Toilet Paper Market Trends
Rolled Segment is Expected to Dominate the Market
- Toilet paper rolls not only offer comfort and convenience to washroom users but also play a crucial role in upholding cleanliness. The global surge in the popularity of rolled toilet paper can be linked to the diverse options available in the market, such as eco-friendly variants, scented rolls, and those boasting enhanced softness or strength.
- Furthermore, rolled toilet paper's ease of use and quicker dispensing compared to their folded counterparts have bolstered their demand on the global stage. Economically, rolled toilet paper proves to be more cost-effective than folded alternatives, further fueling market growth.
- In response to rising global consumer demand, manufacturers and retailers are increasingly emphasizing sustainable and recycled toilet paper rolls. In a notable move in February 2024, Tesco, a leading supermarket chain, collaborated with its supplier WEPA to pioneer a process that recycles used cardboard boxes into premium toilet rolls. Leveraging large quantities of corrugated cardboard, this innovative technology produces high-quality toilet paper. As part of this initiative, Tesco has rolled out new additions to its own-brand line, featuring a 100% recycled brown soft luxury toilet tissue, now available in both four and six-roll packs.
- In North America, toilet paper is a household essential, with consumers showing a marked preference for soft and absorbent varieties. This strong domestic inclination, coupled with rising exports, is propelling market growth. Data from the International Trade Center (ITC) highlights this trend: U.S. exports of toilet paper rolls surged from USD 150.89 Million in 2021 to USD 222.67 Million in 2023. (HS Code: 481810)
North America Expected to Hold High Market Share
- The rising United States population is driving up toilet paper consumption. Data from the U.S. Department of Commerce reveals that the U.S. population reached 335.1 million in January 2024, marking a 1.34% increase from January 2023. While toilet paper usage varies among individuals, the average American consumes about 57 sheets daily, totaling approximately 141 rolls annually, fueling the demand for the product.
- The American Forest and Paper Association reported that United States producers meet about 85% of the domestic demand for tissue paper, which encompasses toilet paper, paper towels, napkins, and facial tissues. However, a port strike affecting the United States in October 2024 has challenged the distribution of consumer goods, including toilet paper. This disruption has led to panic buying in supermarkets, potentially resulting in a nationwide shortage.
- Over the years, toilet paper quality in the region has seen notable enhancements. In the United States, innovations such as multi-ply rolls, embossed textures, and unique softness types such as lotion-infused or aloe vera-treated papers have heightened toilet paper's appeal. These advancements address diverse consumer needs, be it comfort, strength, or eco-friendliness, all of which fuel product demand.
- Toilet paper manufacturers are keenly eyeing the North American market to meet the surging demand. In March 2024, Sofidel, a UK-based toilet paper manufacturer, announced its expansion in Ohio, USA. Responding to the heightened demand, Sofidel is investing an additional USD 185 million to enlarge its Circleville campus by 500,000 square feet.
Toilet Paper Industry Overview
The Toilet Paper market is moderately consolidated. Key players in the Toilet Paper market include Procter and Gamble, Kimberly Clarke Corporation, Georgia Pacific LLC, Essity AB and Suzano A.S, vying for a higher market share. These companies are actively pursuing a larger share of the global market through strategies such as research & development, mergers & acquisitions, product innovation, and market expansion to promote sustainable innovations and enhance their customer base globally.
Toilet Paper Market Leaders
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Procter and Gamble
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Kimberly Clarke Corporation
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Georgia Pacific LLC
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Suzano S.A
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Essity AB
- *Disclaimer: Major Players sorted in no particular order
Toilet Paper Market News
- September 2024: Master Roll, a United Kingdom-based company that manufactures eco-friendly toilet paper made from 100% bamboo, unveiled its sustainable bamboo toilet paper, emphasizing its commitment to environmental conservation. The company has pioneered an eco-friendly alternative to traditional wood pulp, launching a premium toilet paper line crafted entirely from 100% bamboo.
- May 2024: Who Gives A Crap, an Australia-based toilet paper company, introduced its 100% recycled fiber toilet paper at Whole Foods Market. Following an exclusive retail launch, the product is now available at select Whole Foods locations across the United States and will continue to be sold through June 2024.
Toilet Paper Industry Segmentation
Tissue paper products contribute significantly to maintaining cleanliness, especially concerning personal hygiene. Toilet paper are lightweight and easily disposable which cater to an individual's daily needs. The research also examines underlying growth influencers and significant industry vendors, all of which help to support market estimates and growth rates throughout the anticipated period. The market estimates and projections are based on the base year factors and arrived at top-down and bottom-up approaches.
The report on the toilet paper market is segmented by product type (Rolled and Folded), end-user (Household and Commercial), and geography (North America, Europe, Asia Pacific, Latin America, and Middle East and Africa). The market sizing and forecasts are provided in terms of value (USD) for all the above segments.
| By Product Type | Rolled | ||
| Folded | |||
| By End-User | Household | ||
| Commercial | |||
| By Geography*** | North America | United States | |
| Canada | |||
| Europe | Germany | ||
| France | |||
| Italy | |||
| Spain | |||
| Asia | China | ||
| India | |||
| Japan | |||
| Australia and New Zealand | |||
| Latin America | Brazil | ||
| Mexico | |||
| Middle East and Africa | Saudi Arabia | ||
| United Arab Emirates | |||
| South Africa | |||
| Rolled |
| Folded |
| Household |
| Commercial |
| North America | United States |
| Canada | |
| Europe | Germany |
| France | |
| Italy | |
| Spain | |
| Asia | China |
| India | |
| Japan | |
| Australia and New Zealand | |
| Latin America | Brazil |
| Mexico | |
| Middle East and Africa | Saudi Arabia |
| United Arab Emirates | |
| South Africa |
Toilet Paper Market Research FAQs
How big is the Toilet Paper Market?
The Toilet Paper Market size is worth USD 13.35 billion in 2025, growing at an 6.72% CAGR and is forecast to hit USD 18.48 billion by 2030.
What is the current Toilet Paper Market size?
In 2025, the Toilet Paper Market size is expected to reach USD 13.35 billion.
Who are the key players in Toilet Paper Market?
Procter and Gamble, Kimberly Clarke Corporation, Georgia Pacific LLC, Suzano S.A and Essity AB are the major companies operating in the Toilet Paper Market.
Which is the fastest growing region in Toilet Paper Market?
Europe is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Toilet Paper Market?
In 2025, the North America accounts for the largest market share in Toilet Paper Market.
What years does this Toilet Paper Market cover, and what was the market size in 2024?
In 2024, the Toilet Paper Market size was estimated at USD 12.45 billion. The report covers the Toilet Paper Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Toilet Paper Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
Toilet Paper Industry Report
Statistics for the 2025 Toilet Paper market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Toilet Paper analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
