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United States Toilet Paper Market Report Overview
The United States toilet paper market reached a value of USD 11.27 Billion in 2025, and it’s projected to grow at a CAGR of around 4.90% across 2026-2035. Steady household demand, a clear shift to premium multi-ply rolls, fast-rising eco-friendly and recycled options, and growing e-commerce are all at play. Together, they should lift the market to USD 18.18 Billion by 2035.
Key Market Trends and Insights
- The Southeast is expected to record a CAGR of around 3.6% over the forecast period, helped by fast population growth across Florida, Georgia, and the Carolinas and steady household and commercial demand.
- Two-ply toilet paper should grow at roughly 3.2% over the forecast period, as most US households keep choosing softer, stronger multi-ply rolls over thinner single-ply options.
- The residential segment is likely to register about 3.0% over the forecast period, driven by steady, non-discretionary demand from tens of millions of American homes.
Market Size and Forecast
- Market Size (2025): USD 11.27 Billion
- Projected Market Size (2035): USD 18.18 Billion
- Compound Annual Growth Rate (CAGR) (2026-2035): 4.90%
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Key Trends and Recent Developments
The United States toilet paper market is steady but far from static. Shoppers keep trading up to softer, multi-ply rolls, while eco-friendly recycled and bamboo options gain real ground. Big M&A is reshaping global supply, private label is pressing on price, and e-commerce keeps growing. The giants still rule the shelves, but sustainability and value are changing how they compete.
On June 5, 2025, Kimberly-Clark agreed to combine its international tissue and professional business with Suzano in a venture valued above 3 billion dollars. The deal lets Kimberly-Clark sharpen its focus on higher-margin North American brands like Cottonelle and Scott.
In 2025, Procter & Gamble the company is a maker of Charmin, set out a major restructuring to simplify its portfolio and cut costs. The plan sharpened focus on its biggest, most profitable brands, keeping bath tissue central to its North American consumer line-up.
Through the year 2025, the US shoppers had leaned further into the premium, multi-ply, and also substantially eco-friendly toilet paper. Recycled fibre held over half the market, and brands from Charmin to Quilted Northern pushed softer, more sustainable lines, including FSC-certified and bamboo-blend options.
Private-label toilet paper kept gaining share across US retailers in 2025, as shoppers traded down on value. Store brands from major grocers and warehouse clubs, often made by suppliers like Cardinal Tissue and GCP Paper, pressured national brands on price.
Sustainability - Recycled And Bamboo Fibres Rising
Sustainability is reshaping the United States toilet paper market. Recycled fibre held over half of sales in 2025, and bamboo and alternative fibres are growing around 5 percent a year. FSC certification and tree-free options are becoming key selling points.
Premiumisation - Multi-Ply Comfort Driving Growth
Enhancement of the quality is driving US toilet paper market growth. About 58 percent of households now prefer multi-ply rolls, valuing softness, strength, and less lint. Brands like Charmin, Cottonelle, and Quilted Northern keep adding ultra-soft, stronger, and quilted lines to win buyers.
E-Commerce - Online And Subscription Buying Growing
Online retail keeps gaining ground in the United States toilet paper market, now about 27 percent of volume. Subscriptions, bulk buying, and direct-to-consumer eco brands are reshaping how households stock up, with Amazon and retailer sites making repeat orders routine.
Consolidation - Kimberly-Clark Deal Reshaping Supply
Consolidation is by far, reshaping the United States toilet paper market and its global supply base. Kimberly-Clark’s 2025 venture with Suzano, worth over 3 billion dollars, lets it focus on core North American brands, while pulp giant Suzano gains international tissue scale.
Value Seeking - Private Label Pressuring National Brands
Value-seeking is a strong thread in the United States toilet paper market. With prices still elevated, private-label and club-store rolls keep taking share from national brands. Suppliers such as Cardinal Tissue and GCP Paper help retailers offer cheaper alternatives.
United States Toilet Paper Industry Segmentation
The report of Expert Market Research’s titled "United States Toilet Paper Market Report and Forecast 2026-2035" offers a detailed analysis of the market based on the following segments:
Market Breakup by Type
- 1 Ply
- 2 Ply
- Others
Key Insight: Two-ply toilet paper leads the United States toilet paper market. Around 58 percent of households prefer multi-ply rolls, valuing softness, strength, and less lint, so two-ply sits at the heart of most brand line-ups. Single-ply still serves value and commercial buyers who prioritise cost and high-volume use. The others group, covering three-ply, quilted, and premium textured rolls, is a small but growing premium niche.
Market Breakup by End Use
- Residential
- Commercial
Key Insight: Residential use dominates the United States toilet paper market, driven by steady, non-discretionary demand from tens of millions of homes. This makes household consumption the market’s reliable backbone, largely insulated from economic swings. Commercial use, spanning offices, restaurants, hotels, schools, and public buildings, is a sizeable second segment that rebounded as workplaces and travel recovered, though it remains well behind residential in overall volume.
Market Breakup by Distribution Channel
- B2B
- B2C
Key Insight: B2C is the dominant distribution channel in the United States toilet paper market. Most rolls reach shoppers through supermarkets, mass merchants, warehouse clubs, and e-commerce, which now makes up around 27 percent of volume. B2B, supplying offices, hospitality, and institutions through distributors, is a strong second channel, led by away-from-home specialists such as Essity’s Tork brand serving high-traffic settings.
Market Breakup by Region
- New England
- Mideast
- Great Lakes
- Plains
- Southeast
- Southwest
- Rocky Mountain
- Far West
Key Insight: The United States toilet paper market spreads fairly evenly across the country, since demand tracks population. The Southeast is the largest region, with big, growing states like Florida, Georgia, and the Carolinas driving volume. The Far West, led by California, and the Mideast, anchored by New York, are also major markets. The Southwest, including fast-growing Texas and Arizona, is rising quickly, while the Great Lakes, Plains, New England, and Rocky Mountain regions add steady, reliable demand across retail and commercial channels.
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If you choose to purchase the full report at a later stage, the amount already paid will be adjusted, and you will only need to pay the remaining balance.
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United States Toilet Paper Market Share
By Type, 2 ply toilet paper dominates the market due to strong consumer preference for softness and strength
Two-ply toilet paper holds the largest share of the United States toilet paper market. Around 58 percent of households prefer multi-ply rolls, valuing softness, strength, and less lint, which keeps two-ply the mainstream choice. Leading brands like Charmin, Cottonelle, and Quilted Northern centre their line-ups on two-ply and thicker variants, reinforcing its dominance across retail shelves.
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By End Use, residential accounts for the dominant share of the market due to everyday household consumption
Residential use accounts for the dominant share of the United States toilet paper market. Steady, non-discretionary demand from tens of millions of homes makes household consumption the market’s backbone. Commercial use, covering offices, restaurants, hotels, and public buildings, is a sizeable second segment that rebounded as workplaces and travel recovered, though it stays well behind residential volumes.
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By Distribution Channel, B2C accounts for the dominant share of the market due to mass retail and grocery sales
B2C takes the dominant share of the United States toilet paper market. Most rolls reach shoppers through supermarkets, mass merchants, warehouse clubs, and e-commerce, which now makes up around 27 percent of volume. B2B, supplying offices, hospitality, and institutions through distributors, is a strong second channel, led by away-from-home specialists like Essity’s Tork brand.
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United States Toilet Paper Market Regional Analysis
The Southeast dominates the market due to its large, fast-growing population and steady household and commercial demand
The Southeast leads the United States toilet paper market, thanks to its large and fast-growing population across Florida, Georgia, the Carolinas, and neighbouring states. Steady household demand, expanding retail, and a strong base of hospitality and commercial buyers keep volumes high. Major manufacturers maintain mills and distribution across the region to serve this sizeable, reliable market efficiently.
The Southwest is among the fastest-growing regions for the United States toilet paper market, led by rapid population gains in Texas and Arizona. The Far West, anchored by California, and the Mideast, centred on New York, remain major markets too. Rising eco-awareness on the coasts is also lifting demand for recycled and bamboo-based toilet paper.
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Competitive Landscape
The United States toilet paper market is consolidated around a few giants but still competitive. Procter & Gamble’s Charmin, Georgia-Pacific’s Angel Soft and Quilted Northern, and Kimberly-Clark’s Cottonelle and Scott lead retail shelves. Essity competes strongly in the commercial, away-from-home channel, while Cascades, Kruger, Suzano, and private-label makers like Cardinal Tissue and GCP Paper round out a broad field.
Competition runs on brand strength, price, and sustainability. National brands invest in softer, stronger, multi-ply products and eco credentials, while private label competes hard on value. The 2025 Kimberly-Clark and Suzano venture is reshaping global supply, and pulp costs, recycled content, and FSC certification are becoming key battlegrounds across the market.
Kimberly-Clark Corp.
Kimberly-Clark Corp. was founded in 1872 and is based in Irving, Texas. A global leader in tissue and personal care, it owns the Cottonelle and Scott toilet paper brands. In 2025, Kimberly-Clark agreed to combine its international tissue business with Suzano, sharpening its focus on higher-margin North American consumer products and its core US toilet paper portfolio.
Essity AB
Essity AB was founded in 2017, when it spun off from SCA, and is based in Stockholm, Sweden. A global hygiene and health leader, it is strong in the away-from-home market through its Tork brand, alongside consumer tissue lines. In the US, Essity competes mainly in the commercial and professional channel, serving offices, hospitality, and institutions.
GCP Paper USA Inc.
GCP Paper USA Inc. is a US-based tissue manufacturer focused on bath tissue and related paper products. It supplies both branded and private-label toilet paper to retailers and distributors across the country. GCP competes on cost-effective production and reliable supply, helping retailers offer value alternatives in a price-sensitive, high-volume market.
Procter & Gamble Co.
Procter & Gamble Co. was founded in 1837 and is based in Cincinnati, Ohio. The world’s largest toilet paper maker, its Charmin brand is a US market leader known for softness and strength. In 2025, P&G advanced a restructuring to streamline its portfolio and cut costs, keeping bath tissue central to its core consumer line-up.
Other key players in the market are Cascades Inc., Georgia-Pacific LLC, Kruger Inc., Suzano S.A., Softex Group, Cardinal Tissue, LLC, and others.
*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.*
Key Findings from the United States Toilet Paper Market Report
- Comprehensive quantitative and qualitative analysis of the United States toilet paper market with historical and forecast data from 2019 to 2035
- Detailed segmentation by type, end use, distribution channel, and region, with insights for each segment
- Competitive landscape profiling key players such as Kimberly-Clark Corp., Essity AB, GCP Paper USA Inc., and Procter & Gamble Co. and their strategies
- Assessment of HS Code 481810 trade data, export and import flows, value chain, and pricing trends in the United States
- Insights on sustainability, recycled and bamboo fibres, premiumisation, and the rise of e-commerce and private label
- Strategic recommendations based on market dynamics, regional demand, and competitive developments in the US toilet paper sector
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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.*
Key Questions Answered in the Report
It is estimated that the market reached approximately USD 11.27 Billion in 2025.
The toilet paper market in United States is expected to grow at a CAGR of 4.90% between 2026 and 2035.
The market is projected to reach a value of around USD 18.18 Billion by the year 2035.
Expansion of tourism sector, growing number of e-commerce platforms, and adoption of advanced technologies in the production process are the major drivers of the market.
The increasing inclination towards sustainable products and rising hygiene consciousness are the key trends of the market.
Based on type, the market is divided into 1 ply, 2ply, and others.
The key players in the market are 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, and others.
Report Summary
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:
|
| Breakup by Type |
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| Breakup by End Use |
|
| Breakup by Distribution Channel |
|
| Breakup by Region |
|
| Market Dynamics |
|
| Competitive Landscape |
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| Companies Covered |
|
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