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Global Toilet Paper Market Size, Share, Trends, Growth: By Type: 1 Ply, 2 Ply, Others; By End Use: Residential, Commercial; By Distribution Channel: Hypermarkets/Supermarkets, Convenience Stores, Online Channels, Others; Market Dynamics: SWOT Analysis; Competitive Landscape; Key Trends and Developments in the Market; 2024-2032
Global Toilet Paper Market Size
The global toilet paper market reached a value of approximately USD 71.37 billion in 2023. The market is projected to grow at a CAGR of 5.4% between 2024 and 2032, reaching a value of around USD 114.90 billion by 2032.
Toilet Paper Market Outlook
- 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.
Toilet Paper Market Growth Rate
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.
Key Trends and Developments
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
May 2024
Who Gives A Crap launched a 100% recycled fibre toilet paper across the Whole Foods Market in the United States, encouraging customers to purchase sustainable products.
Feb 2024
Tesco launched a new range of soft and absorbent toilet rolls made from recycled pulp and recycled cardboard. The pulp production process of the product uses less amount of chemicals, water, and energy as compared to the conventional methods.
Oct 2023
Charmin unveiled its Ultra Soft Smooth Tear toilet paper, which replaces conventional perforation lines with a scalloped edge to deliver clear and even tear every time, thereby enhancing the bathroom experience of customers.
Jun 2023
Sybron, in partnership with UniGreen, launched SySoft Luxury Bamboo Toilet Tissue, made from 100% bamboo and packaged in sustainable and plastic-free materials.
Rising demand for high-quality toilet papers
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.
Increasing sales of toilet paper from online platforms
The demand for toilet paper from online platforms is significantly rising as customers increasingly value convenience and accessibility offered by these channels.
Growing trend of sustainability
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.
Technological advancements supporting improved production
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.
Toilet Paper Market Trends
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.
Toilet Paper Industry Segmentation
“Global 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
- Hypermarkets/Supermarkets
- Convenience Stores
- Online Channels
- Others
Market Breakup by Region
- North America
- Europe
- Asia Pacific
- Latin America
- Middle East and Africa
Toilet Paper Market Share
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.
Leading Toilet Paper Market Manufacturers
The market players are increasingly focusing on making the production process more sustainable, further integrating eco-friendly packaging to reduce their environmental footprint
The Procter & Gamble Company
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.
Kimberly-Clark Corporation
An American conglomerate operating in the field of personal care, Kimberly-Clark Corporation mostly develops paper-based consumer products.
Essity AB
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, Inc.
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.
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.
Toilet Paper Market Analysis by Region
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.
Key Highlights of the Report
| REPORT FEATURES | DETAILS |
| Base Year | 2023 |
| Historical Period | 2018-2023 |
| Forecast Period | 2024-2032 |
| Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
|
| Breakup by Type |
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| Breakup by End Use |
|
| 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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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 Global Toilet Paper Market Analysis
8.1 Key Industry Highlights
8.2 Global Toilet Paper Historical Market (2018-2023)
8.3 Global Toilet Paper Market Forecast (2024-2032)
8.4 Global Toilet Paper Market by Type
8.4.1 1 Ply
8.4.1.1 Historical Trend (2018-2023)
8.4.1.2 Forecast Trend (2024-2032)
8.4.2 2 Ply
8.4.2.1 Historical Trend (2018-2023)
8.4.2.2 Forecast Trend (2024-2032)
8.4.3 Others
8.5 Global Toilet Paper Market by End Use
8.5.1 Residential
8.5.1.1 Historical Trend (2018-2023)
8.5.1.2 Forecast Trend (2024-2032)
8.5.2 Commercial
8.5.2.1 Historical Trend (2018-2023)
8.5.2.2 Forecast Trend (2024-2032)
8.6 Global Toilet Paper Market by Distribution Channel
8.6.1 Hypermarkets/Supermarkets
8.6.1.1 Historical Trend (2018-2023)
8.6.1.2 Forecast Trend (2024-2032)
8.6.2 Convenience Stores
8.6.2.1 Historical Trend (2018-2023)
8.6.2.2 Forecast Trend (2024-2032)
8.6.3 Online Channels
8.6.3.1 Historical Trend (2018-2023)
8.6.3.2 Forecast Trend (2024-2032)
8.6.4 Others
8.7 Global Toilet Paper Market by Region
8.7.1 North America
8.7.1.1 Historical Trend (2018-2023)
8.7.1.2 Forecast Trend (2024-2032)
8.7.2 Europe
8.7.2.1 Historical Trend (2018-2023)
8.7.2.2 Forecast Trend (2024-2032)
8.7.3 Asia Pacific
8.7.3.1 Historical Trend (2018-2023)
8.7.3.2 Forecast Trend (2024-2032)
8.7.4 Latin America
8.7.4.1 Historical Trend (2018-2023)
8.7.4.2 Forecast Trend (2024-2032)
8.7.5 Middle East and Africa
8.7.5.1 Historical Trend (2018-2023)
8.7.5.2 Forecast Trend (2024-2032)
9 North America Toilet Paper Market Analysis
9.1 United States of America
9.1.1 Historical Trend (2018-2023)
9.1.2 Forecast Trend (2024-2032)
9.2 Canada
9.2.1 Historical Trend (2018-2023)
9.2.2 Forecast Trend (2024-2032)
10 Europe Toilet Paper Market Analysis
10.1 United Kingdom
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Germany
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
10.3 France
10.3.1 Historical Trend (2018-2023)
10.3.2 Forecast Trend (2024-2032)
10.4 Italy
10.4.1 Historical Trend (2018-2023)
10.4.2 Forecast Trend (2024-2032)
10.5 Others
11 Asia Pacific Toilet Paper Market Analysis
11.1 China
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Japan
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
11.3 India
11.3.1 Historical Trend (2018-2023)
11.3.2 Forecast Trend (2024-2032)
11.4 ASEAN
11.4.1 Historical Trend (2018-2023)
11.4.2 Forecast Trend (2024-2032)
11.5 Australia
11.5.1 Historical Trend (2018-2023)
11.5.2 Forecast Trend (2024-2032)
11.6 Others
12 Latin America Toilet Paper Market Analysis
12.1 Brazil
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Argentina
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Mexico
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Others
13 Middle East and Africa Toilet Paper Market Analysis
13.1 Saudi Arabia
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 United Arab Emirates
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Nigeria
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 South Africa
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Others
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators for Demand
14.4 Key Indicators for Price
15 Competitive Landscape
15.1 Market Structure
15.2 Company Profiles
15.2.1 The Procter & Gamble Company
15.2.1.1 Company Overview
15.2.1.2 Product Portfolio
15.2.1.3 Demographic Reach and Achievements
15.2.1.4 Certifications
15.2.2 Kimberly-Clark Corporation
15.2.2.1 Company Overview
15.2.2.2 Product Portfolio
15.2.2.3 Demographic Reach and Achievements
15.2.2.4 Certifications
15.2.3 Essity AB
15.2.3.1 Company Overview
15.2.3.2 Product Portfolio
15.2.3.3 Demographic Reach and Achievements
15.2.3.4 Certifications
15.2.4 Koch Industries, Inc.
15.2.4.1 Company Overview
15.2.4.2 Product Portfolio
15.2.4.3 Demographic Reach and Achievements
15.2.4.4 Certifications
15.2.5 Unilever plc
15.2.5.1 Company Overview
15.2.5.2 Product Portfolio
15.2.5.3 Demographic Reach and Achievements
15.2.5.4 Certifications
15.2.6 Zeina Group
15.2.6.1 Company Overview
15.2.6.2 Product Portfolio
15.2.6.3 Demographic Reach and Achievements
15.2.6.4 Certifications
15.2.7 Aditya Birla Group (Century Textiles and Industries Limited)
15.2.7.1 Company Overview
15.2.7.2 Product Portfolio
15.2.7.3 Demographic Reach and Achievements
15.2.7.4 Certifications
15.2.8 Lotus Tissue Papers Products
15.2.8.1 Company Overview
15.2.8.2 Product Portfolio
15.2.8.3 Demographic Reach and Achievements
15.2.8.4 Certifications
15.2.9 WEPA Professional
15.2.9.1 Company Overview
15.2.9.2 Product Portfolio
15.2.9.3 Demographic Reach and Achievements
15.2.9.4 Certifications
15.2.10 Aktül Kağıt Üretim Pazarlama AŞ
15.2.10.1 Company Overview
15.2.10.2 Product Portfolio
15.2.10.3 Demographic Reach and Achievements
15.2.10.4 Certifications
15.2.11 Others
16 Key Trends and Developments in the Market
List of Key Figures and Tables
1. Global Toilet Paper Market: Key Industry Highlights, 2018 and 2032
2. Global Toilet Paper Historical Market: Breakup by Type (USD Billion), 2018-2023
3. Global Toilet Paper Market Forecast: Breakup by Type (USD Billion), 2024-2032
4. Global Toilet Paper Historical Market: Breakup by End Use (USD Billion), 2018-2023
5. Global Toilet Paper Market Forecast: Breakup by End Use (USD Billion), 2024-2032
6. Global Toilet Paper Historical Market: Breakup by Distribution Channel (USD Billion), 2018-2023
7. Global Toilet Paper Market Forecast: Breakup by Distribution Channel (USD Billion), 2024-2032
8. Global Toilet Paper Historical Market: Breakup by Region (USD Billion), 2018-2023
9. Global Toilet Paper Market Forecast: Breakup by Region (USD Billion), 2024-2032
10. North America Toilet Paper Historical Market: Breakup by Country (USD Billion), 2018-2023
11. North America Toilet Paper Market Forecast: Breakup by Country (USD Billion), 2024-2032
12. Europe Toilet Paper Historical Market: Breakup by Country (USD Billion), 2018-2023
13. Europe Toilet Paper Market Forecast: Breakup by Country (USD Billion), 2024-2032
14. Asia Pacific Toilet Paper Historical Market: Breakup by Country (USD Billion), 2018-2023
15. Asia Pacific Toilet Paper Market Forecast: Breakup by Country (USD Billion), 2024-2032
16. Latin America Toilet Paper Historical Market: Breakup by Country (USD Billion), 2018-2023
17. Latin America Toilet Paper Market Forecast: Breakup by Country (USD Billion), 2024-2032
18. Middle East and Africa Toilet Paper Historical Market: Breakup by Country (USD Billion), 2018-2023
19. Middle East and Africa Toilet Paper Market Forecast: Breakup by Country (USD Billion), 2024-2032
20. Global Toilet Paper Market Structure
Key Questions Answered in the Report
In 2023, the market reached an approximate value of USD 71.37 billion.
The market is estimated to grow at a CAGR of 5.4% between 2024 and 2032.
The market is estimated to witness a healthy growth during 2024-2032 to reach around USD 114.90 billion by 2032.
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.
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