Toilet Paper Market

Market Overview:

The global toilet paper market size reached USD 30.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 46.7 Billion by 2033, exhibiting a growth rate (CAGR) of 4.39% during 2025-2033. The growing awareness about personal health and hygiene among the masses, thriving travel and tourism industry, and rising utilization of convenient, hygienic, and comfortable products among consumers are some of the major factors propelling the market.

Toilet paper is a soft and disposable paper product that is generally used for personal hygiene purposes, especially in bathroom settings. It is designed to clean and dry the human body after using the toilet. It is manufactured from wood pulp or recycled paper fibers, which are processed and transformed into thin, absorbent sheets. It is cost-effective, easy to use, convenient, and widely available in rolls and individual sheets. As it assists in maintaining sanitation and comfort in daily life, the demand for toilet paper is increasing across the globe.

At present, the rising demand for essential hygiene products among the masses around the world is supporting the growth of the market. Besides this, the increasing consumer preference for eco-friendly and sustainable products that are recyclable and biodegradable is strengthening the growth of the market. In line with this, the growing demand for toilet paper due to the increasing access to modern sanitation facilities worldwide is positively influencing the market. Apart from this, the wide availability of toilet paper through online and offline distribution channels across the globe is offering lucrative growth opportunities to industry investors. Furthermore, the rising adoption of toilet paper on account of the increasing advertising and marketing is bolstering the growth of the market. Moreover, key players are introducing ultra-soft toilet paper, which is offering a positive market outlook.

Toilet Paper Market Trends/Drivers:

Rising awareness about personal health and hygiene 

There is a rise in the demand for toilet paper due to the increasing awareness about health and hygiene among the masses across the globe. People are increasingly becoming aware and conscious about the importance of maintaining proper cleanliness and hygiene practices in daily life. They are focusing on personal and public hygiene and adopting various practices, such as handwashing, sanitation, and the use of hygiene products. In addition, they are adopting hygiene practices to prevent the spread of viruses and bacteria. Moreover, governing agencies of various countries are encouraging the adoption of hygiene products to avoid the spread of viruses and are organizing campaigns to increase awareness about the importance of using hygienic products.

Changing consumer preferences

There is a rise in the demand for toilet paper due to the changing consumer preferences. Consumers are increasingly adopting convenient, hygienic, and comfortable products in their daily lives. The rising demand for hygienic, softer, more absorbent, and higher-quality products that offer pleasant experiences is contributing to the growth of the market. In line with this, consumers are preferring branded and premium toilet paper options that provide better quality and reliability. There is also an increase in the demand for environment-friendly and biodegradable products among environment conscious consumers. Apart from this, various manufacturers are continuously innovating toilet paper to meet these evolving preferences, which is offering a positive market outlook.

Thriving travel and tourism industry

There is a rise in the demand for toilet paper due to the thriving travel and tourism industry. People are increasingly traveling in groups or individually from one location to another for leisure, recreation, business, or other purposes. This industry comprises various forms of travel, such as domestic and international tourism, business travel, adventure tourism, and cultural exploration. In addition, the wide availability and accessibility of toilet paper in hotels, restaurants, flights, and other commercial places to maintain hygiene is offering a positive market outlook. Apart from this, people are seeking comfortable, safe, and environmentally friendly options to maintain hygiene at public places, which is catalyzing the demand for toilet paper.

Toilet Paper Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global toilet paper market report, along with forecasts at the global, regional, and country levels from 2025-2033. Our report has categorized the market based on type and distribution channel.

Breakup by Type:

• One-ply
• Two-ply
• Others
   

One-ply represents the largest market segment

The report has provided a detailed breakup and analysis of the market based on the type. This includes one-ply, two-ply, and others. According to the report, one-ply represented the largest segment.

One-ply toilet paper refers to a single layer of paper that has a basic level of thickness and absorbency. In addition, it is commonly found in public restrooms or in budget-friendly household options. Moreover, the rising adoption of one-ply toilet paper as it is more economical is contributing to the growth of the market.

Two-ply toilet paper comprises of two layers of paper bonded together that provide improved softness and strength compared to one-ply. Apart from this, it is the most popular and widely used toilet paper in households and commercial establishments.

Other categories include specialized or premium kinds of toilet paper that may have unique features. In addition, it offers extra softness, embossing, scented varieties, or eco-friendly options like recycled or biodegradable toilet paper.

Breakup by Distribution Channel:

• B2B
• B2C
   

B2C accounts for the majority of the market share

The report has provided a detailed breakup and analysis of the market based on the distribution channel. This includes B2B and B2C. According to the report, B2C represented the largest segment.

Business-to-consumer (B2C) involves the direct sale of toilet paper from manufacturers or distributors to end consumers. In addition, the B2C channel includes various retail formats, such as supermarkets, hypermarkets, convenience stores, drugstores, and online retailers. Apart from this, the rising adoption of B2C distribution channels for purchasing toilet paper among individuals due to their convenience is contributing to the growth of the market. 

Business-to-business (B2B) involves the sale of toilet paper to businesses, institutions, and other commercial establishments. Apart from this, these buyers purchase toilet paper for use in their facilities, such as offices, hotels, restaurants, schools, hospitals, and public restrooms. In line with this, B2B sales often occur through wholesale distributors, janitorial supply companies, and contract suppliers that cater to the bulk needs of commercial customers. 

Breakup by Region:

• North America
  • United States
  • Canada
• Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others
• Asia Pacific
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
  • Others
• Latin America
  • Brazil
  • Mexico
  • Others
• Middle East and Africa
   

North America exhibits a clear dominance, accounting for the largest toilet paper market share

The report has also provided a comprehensive analysis of all the major regional markets, which include North America (the United States and Canada); Europe (Germany, France, the United Kingdom, Italy, Spain, and others); Asia Pacific (China, Japan, India, South Korea, Australia, Indonesia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa. According to the report, North America accounted for the largest market share.

North America held the biggest market share on account of the increasing urbanization. In line with this, the rising adoption of modern sanitation practices among individuals is bolstering the growth of the market in the region. Apart from this, the increasing utilization of toilet paper due to its wide availability and accessibility in the region is contributing to the growth of the market. In addition, the rising demand for toilet paper due to the increasing Western influence on people is propelling the growth of the market in the region.

Competitive Landscape:

Key players in the industry are introducing new variants, such as ultra-soft, scented, eco-friendly, and biodegradable options, to attract a wide consumer base and address environmental concerns. In addition, they are adopting sustainable practices in their production processes and focus on using recycled materials and environmentally responsible sources to reduce the carbon footprint and grab the attention of environmentally conscious consumers. Apart from this, companies are investing in effective marketing and branding campaigns to create brand awareness and establish a strong market presence. In line with this, major manufacturers are entering into strategic partnerships and collaborations with suppliers, retailers, and distributors to streamline the supply chain, which is contributing to the growth of the market.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:

• ABC Tissue Products Pty Ltd
• Absormex CMPC Tissue S.A. de CV
• Caprice Paper Products Pty Ltd
• Essity Aktiebolag (publ)
• Georgia-Pacific LLC (Koch Industries Inc)
• Hengan International Group Company Limited
• Kimberly-Clark Worldwide Inc.
• Kruger Inc.
• Naturelle Consumer Products LTD
• Orchids Tissue Paper Products
•  Procter & Gamble Company
• Sofidel Group
• Suzano
• WEPA Hygieneprodukte GmbH

Toilet Paper Market Report Scope:

Key Questions Answered in This Report:

• How has the global toilet paper market performed so far, and how will it perform in the coming years?
• What are the drivers, restraints, and opportunities in the global toilet paper market?
• What is the impact of each driver, restraint, and opportunity on the global toilet paper market?
• What are the key regional markets?
• Which countries represent the most attractive toilet paper market?
• What is the breakup of the market based on the type?
• Which is the most attractive type in the toilet paper market?
• What is the breakup of the market based on the distribution channel?
• Which is the most attractive distribution channel in the toilet paper market?
• What is the competitive structure of the global toilet paper market?
• Who are the key players/companies in the global toilet paper market?

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the toilet paper market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global toilet paper market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the toilet paper industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.