Toilet Paper Market Size, Share, Analysis, Trends, Growth Report, 2032

Toilet Paper Industry Prospective:

The global toilet paper market size was evaluated at $54 billion in 2023 and is slated to hit $77 billion by the end of 2032 with a CAGR of nearly 5.2% between 2024 and 2032.

Request Free Sample

Toilet Paper Market: Overview

Toilet paper is a tissue paper that is utilized for cleaning the anus as well as cleaning the perennial urine area. Reportedly, it is a long strip of perforated paper that is wrapped across a paperboard. Moreover, toilet paper is a key component of the paper manufacturing business and sometimes it can also be used as a household item for maintaining the health & hygiene of family members.  

Key Insights

• As per the analysis shared by our research analyst, the global toilet paper market is projected to expand annually at the annual growth rate of around 5.2% over the forecast timespan (2024-2032)
• In terms of revenue, the global toilet paper market size was evaluated at nearly $54 billion in 2023 and is expected to reach $77 billion by 2032.
• The global toilet paper market is anticipated to grow rapidly over the forecast timeline owing to the growing demand for green & eco-friendly products and massive use of new technologies for producing toilet paper.  
• In terms of type, the 1Ply segment is slated to register the highest CAGR over the forecast period.
• Based on distribution channel, the B2C segment is predicted to contribute majorly towards the global industry size in the upcoming years.
• Region-wise, the Asia-Pacific toilet paper industry is projected to register the fastest CAGR during the projected timespan.

Request Free Sample

Toilet Paper Market: Growth Factors

Huge popularity of renewable products to embellish the global market trends

Growing demand for green & eco-friendly products and massive use of new technologies for producing toilet paper will drive the growth of the global toilet paper market. Furthermore, the launching of eco-friendly programs by various governments of emerging economies as well as developed countries can proliferate the growth of the global market. Furthermore, customer preference for green products in Europe & North America and the cost-effective nature of the product are likely to pave the way for the expansion of the global market. Moreover, the data statistics have revealed that developed nations consumed more toilet paper in comparison to emerging economies during the pre-COVID-19 period. Such aspects are likely to embellish the expansion of the market globally. Changing lifestyles and consumer purchasing behavior patterns will pave the way for humungous growth of the market across the globe.  

Toilet Paper Market: Restraints

Fluctuations in the supply chain management activities & customer defection can obstruct the growth of the global industry

Surging raw component costs and supply chain disruptions can interrupt the expansion of the global toilet paper industry. Furthermore, the lack of product differentiation has minimized the rate of customer retention along with increasing the rate of customer churn, thereby restricting the growth of the global industry.

Toilet Paper Market: Opportunities

A rise in product campaigns on social media, the internet, print media, and electronic media will create new growth facets for the global market

Flourishing e-commerce activities and online retail business along with easy product availability in supermarkets will open new avenues of growth for the global toilet paper market. Apart from this, the products are biodegradable and hence the global industry is likely to gain traction in the years ahead. A prominent increase in the promotions of the product with upstream as well as downstream marketing strategies adopted by key manufacturers will further pave the way for the expansion of the global market.  

Toilet Paper Market: Challenges

Strict government legislation in regard to patient safety can challenge the global industry surge over forecast period

Lack of product innovations and dynamic pricing of the product is likely to challenge the expansion of the global toilet paper industry. Furthermore, changing customer tastes and trade barriers for new entrants as well as fluctuating distribution networks witnessed in the emerging economies can further challenge the global industry expansion. Strict compliance laws pertaining to maintaining the hygiene of patients in hospitals can further impede the growth of the global industry.   

Toilet Paper Market: Segmentation

The global toilet paper market is divided into type, distribution channel, and region.                                          

In terms of type, the toilet paper market across the globe is bifurcated into 1Ply and 2Ply segments. Additionally, the 1Ply segment, which gained approximately 45% of the global market earnings in 2023, is expected to record the highest gains in the analysis timeframe. The segmental expansion during the period from 2024 to 2032 can be owing to the cost-effective nature of the product as well as the product requiring less manufacturing time as compared to the 2Ply type. Apart from this, the large-scale use of the product across the globe will further drive the segmental surge.  

Based on the distribution channel, the global toilet paper industry is divided into B2B and B2C segments. Furthermore, the B2C segment, which gathered approximately two-thirds of the global industry size in 2023, is set to make lucrative contributions toward the global industry size in the coming decade. The growth of the segment in the forecasting years can be credited to the growing availability of the product in retail stores, hypermarkets, and e-commerce tools as well as supermarket stores.

Toilet Paper Market: Report Scope

Toilet Paper Market: Regional Insights

North America is expected to maintain its leadership status in the global market in the forecast period

North America, which contributed about three-fourths of the global toilet paper market revenue in 2023, is expected to establish a key position in the global market in the upcoming years. In addition to this, the regional market expansion in the forecast timeframe can be credited to the large-scale use of products in countries such as the U.S. and Canada. Furthermore, a surge in the production capacity of firms for fulfilling the growing product penetration in industrial, commercial, and residential sectors in these countries will prop up the regional market demand.

Asia-Pacific toilet paper industry is slated to register the highest growth rate in the next few years. The quick industry expansion in the Asia-Pacific region can be due to the presence of key product suppliers, vendors, and manufacturers in the sub-continent. Apart from this, major players are expanding their bases and production capacities in the region, thereby steering the industry growth in the APAC zone. Countries such as India and China are likely to be the key regional revenue pockets in the next decade.  

Key Developments

• In the second half of 2023, Pepco, an Indian tissue paper manufacturing firm, launched tissue papers of Kenin brands. Such moves will help in the expansion of the toilet paper business in India and across the globe.  

Toilet Paper Market: Competitive Space

The global toilet paper market profiles key players such as:

• Wepa Hygieneprodukte GmBH
• ABC Tissue
• Georgia-Pacific
• Kruger Products L.P.
• Absormex CMPC Tissue
• Suzano
• SOFIDEL
• Caprice Paper Products Pty. Ltd.
• Procter & Gamble
• Essity Actiebolag (Publ)
• Kimberly Clark

The global toilet paper market is segmented as follows:

By Type

• 1Ply
• 2Ply

By Distribution Channel 

• B2B
• B2C

By Region

• North America
  • The U.S.
  • Canada
• Europe
  • France 
  • The UK
  • Spain
  • Germany
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Southeast Asia
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • GCC
  • South Africa
  • Rest of Middle East & Africa