The global toilet paper market reached a value of approximately USD 75.22 Billion in 2025. The market is projected to grow at a CAGR of 5.40% between 2026 and 2035, reaching a value of around USD 127.27 Billion by 2035.
Base Year
Historical Period
Forecast Period
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.
Compound Annual Growth Rate
5.4%
Value in USD Billion
2026-2035
*this image is indicative*
| Global Toilet Paper Market Report Summary | Description | Value |
| Base Year | USD Billion | 2025 |
| Historical Period | USD Billion | 2019-2025 |
| Forecast Period | USD Billion | 2026-2035 |
| Market Size 2025 | USD Billion | 75.22 |
| Market Size 2035 | USD Billion | 127.27 |
| CAGR 2019-2025 | Percentage | XX% |
| CAGR 2026-2035 | Percentage | 5.40% |
| CAGR 2026-2035 - Market by Region | Asia Pacific | 6.1% |
| CAGR 2026-2035 - Market by Country | India | 7.0% |
| CAGR 2026-2035 - Market by Country | Brazil | 6.4% |
| CAGR 2026-2035 - Market by Distribution Channel | Online Channels | 7.1% |
| CAGR 2026-2035 - Market by End Use | Residential | 5.6% |
| Market Share by Country 2025 | USA | 15.0% |
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.
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
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.
The demand for toilet paper from online platforms is significantly rising as customers increasingly value convenience and accessibility offered by these channels.
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.
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.
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.
“Global 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
| CAGR 2026-2035 - Market by | Country |
| India | 7.0% |
| Brazil | 6.4% |
| China | 5.8% |
| USA | 4.9% |
| France | 4.3% |
| Canada | XX% |
| UK | XX% |
| Germany | XX% |
| Italy | XX% |
| Japan | XX% |
| Australia | 4.1% |
| Saudi Arabia | XX% |
| Mexico | XX% |
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.
The market players are increasingly focusing on making the production process more sustainable, further integrating eco-friendly packaging to reduce their environmental footprint
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.
An American conglomerate operating in the field of personal care, Kimberly-Clark Corporation mostly develops paper-based consumer products.
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’ paper-products business Georgia-Pacific produces tissue, paper, toilet paper, and other products and some of its prominent brands include AngelSoft and Quilted Northern.
*Please note that this is only a partial list; the complete list of key players is available in the full report. Additionally, the list of key players can be customized to better suit your needs.*
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.
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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*While we strive to always give you current and accurate information, the numbers depicted on the website are indicative and may differ from the actual numbers in the main report. At Expert Market Research, we aim to bring you the latest insights and trends in the market. Using our analyses and forecasts, stakeholders can understand the market dynamics, navigate challenges, and capitalize on opportunities to make data-driven strategic decisions.*
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In 2025, the market reached an approximate value of USD 75.22 Billion.
The market is estimated to grow at a CAGR of 5.40% between 2026 and 2035.
The market is estimated to witness a healthy growth during 2026-2035 to reach around USD 127.27 Billion by 2035.
The key trends aiding the market include the increasing awareness regarding personal hygiene and cleanliness, increasing demand for toilet papers with lower environmental impact, and rising online sales.
The key regions are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.
The different types available in the market are 1 ply, and 2 ply, among others.
The major end uses, according to the market report are residential and commercial.
The major players in the market are The Procter & Gamble Company, Kimberly-Clark Corporation, Essity AB, Koch Industries, Inc., 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.
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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