Toilet Paper Market Summary

The global toilet paper market size was estimated at USD 51.2 billion in 2021 and is projected to reach USD 75.6 billion by 2030, expanding at a compound annual growth rate (CAGR) of 4.4% from 2022 to 2030. This consistent growth is primarily driven by the rising global emphasis on health and wellness. Consumers are becoming increasingly aware of hygiene and cleanliness, which has led to higher demand for household hygiene products such as toilet paper. Additionally, shifting consumer preferences and behavioral changes regarding home care and sanitation products have further accelerated the market's overall growth trajectory worldwide.

The global supply chain and distribution channels for toilet paper experienced disruptions during the Coronavirus pandemic due to widespread lockdowns and restrictions. However, these challenges were offset by the increased demand for home-use toilet paper, as people spent more time indoors due to travel limitations and stay-at-home mandates. This scenario created a surge in domestic toilet paper purchases, particularly in developed regions, contributing significantly to the industry's recovery and growth during and after the pandemic.

Key Market Trends & Insights

  • In 2021, the 1 ply segment accounted for 46% of the global revenue share. This type of toilet paper consists of a single layer, making it a more affordable and economical option for many consumers. It is commonly used in both household and public facilities. The cost-effectiveness and wider accessibility of single-ply toilet paper contribute to its continued dominance in the market. Major production facilities for toilet paper are located in North America and the Asia Pacific regions, allowing these regions to serve as key hubs in the global supply chain.
  • The business-to-business (B2B) segment, also referred to as the Away From Home (AFH) market, is projected to grow at a CAGR of 3.1% over the forecast period. This segment includes sales to commercial entities such as hotels, corporate buildings, schools, and public institutions. The demand for toilet paper in this segment witnessed a decline during the lockdown periods due to closures of commercial spaces. However, as travel, tourism, and commercial activity gradually resume, this segment is anticipated to experience renewed growth and recovery in the coming years.
  • North America emerged as the leading regional market in 2021, accounting for 43.1% of the global revenue. This dominance is attributed to high per capita consumption of toilet paper, with the United States being the largest consumer globally. On average, an American uses about 140 rolls of toilet paper annually, surpassing usage levels in several European countries. For instance, consumers in Germany and the United Kingdom use approximately 134 and 127 rolls per person, respectively, indicating widespread usage across developed economies.
  • Within North America, the United States led in terms of revenue generation in 2021. According to a blog by the Alliance of American Manufacturing, nearly 90% of toilet paper purchased in the U.S. is produced domestically. This localized manufacturing base ensures a steady supply chain and enables producers to meet demand effectively, particularly during emergency situations such as the pandemic. U.S. pulp and paper manufacturers played a crucial role in maintaining stock levels in retail stores by operating extended hours and optimizing production capacities.

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Market Size & Forecast

  • 2021 Market Size: USD 51.2 Billion
  • 2030 Projected Market Size: USD 75.6 Billion
  • CAGR (2022-2030): 4.4%
  • North America: Largest market in 2021
  • Asia Pacific: Fastest growing market

Key Companies & Market Share Insights

To expand market share and address increasing consumer demand, companies are ramping up their production capacities and embracing sustainable initiatives. For example, in November 2021, Kimberly-Clark signed a Power Purchase Agreement for the construction of a new wind farm by Octopus Renewable Infrastructure Trust in Lanarkshire, Scotland. This facility is expected to generate approximately 160,000 megawatt-hours of renewable electricity annually, which will be used for the manufacturing of Kimberly-Clark’s popular brands, including Andrex and Kleenex, enhancing the company’s sustainability profile.

To strengthen their presence and maintain competitiveness, leading players in the toilet paper market are actively pursuing various strategic initiatives. These include launching new products, investing in product innovation, forming strategic agreements, and expanding geographically. Mergers and acquisitions are also prevalent as companies aim to consolidate market share and enhance their global footprint. The focus on offering eco-friendly, high-quality, and cost-effective products has become critical in capturing a broader customer base and ensuring long-term growth in the evolving market landscape.

Key Players

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

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Conclusion

The global toilet paper market continues to demonstrate steady growth, fueled by heightened awareness of personal hygiene and increased consumption across households. Pandemic-induced lifestyle shifts significantly impacted buying behavior, particularly favoring at-home usage. North America remains dominant, driven by high per capita consumption and robust local manufacturing. The B2B segment is regaining momentum as commercial activities resume. Sustainability and innovation are at the core of company strategies, with renewable energy integration and eco-conscious products gaining traction. As global hygiene standards evolve and demand diversifies across consumer and commercial segments, the toilet paper market is expected to maintain a stable and upward trajectory.