Toilet Paper Market Summary
The global Toilet Paper Market size was estimated at USD 26 billion in 2020 and is projected to reach USD 39.5 billion by 2028, growing at a CAGR of 5.2% from 2021 to 2028. The toilet paper market is growing due to rising hygiene awareness, increasing global population and urbanization, expanding hospitality and healthcare sectors, greater consumer preference for premium and eco-friendly products, and the influence of health-conscious trends promoted through digital and social media channels. However, the market faces challenges from the growing environmental concerns related to deforestation and the high water and energy usage involved in production, which may limit long-term sustainability.
The Toilet Paper Market in North America held a significant share of over 39% in 2020.
The Toilet Paper Market in the U.S. is expected to grow significantly at a CAGR of 4.1% from 2021 to 2028.
By type, the two-ply segment is the fastest growing segments in the market and accounted for the revenue share of over 25% in 2020.
By end use, the residential segment is the fastest growing segment in the market during the forecast period.
Market Size & Forecast
2020 Market Size: USD 26 Billion
2028 Projected Market Size: USD 39.5 Billion
CAGR (2021-2028): 5.2%
North America: Largest market in 2020
LAMEA: Fastest market from 2021-2028
Home care products including toilet care are extensively used for the care of the household as well as to maintain the well-being and health requirements of the people. The increase in germs, dirt, micro-organisms, and others on the surface have become a cause of several diseases and conditions. Therefore, innovation and development of new products have presented new methods for maintaining home hygiene. The launches of new technology devices that use toilet care disinfectants and cleaners make the cleaning process and utilization of home care products easy. These factors augment the tpoilet paper market growth during the forecast period. Moreover, rise in hygiene awareness in developing and developed countries has been contributing toward the growth of the market. Surge in disposable incomes and standard of living in developing countries have led to rise in demand for more premium sanitary ware products for additional convenience.
Raw material suppliers play a significant role in the toilet paper market. Increase in cost of raw materials hamper the market growth. In addition, stringent regulations imposed on production and import of raw materials such as wood have resulted in a scarce supply of high-quality wood, thereby limiting the adoption of toilet paper products.
Improvement in economic conditions is a key factor that contributes toward the growth of the market. Increase in per capita disposable income enhances spending capacity of consumers, leading to rise in expenditure on toilet paper, which is expected to foster the growth of the market. Rise in spending capacity is further anticipated to improve the standard of living, enabling consumers to buy various types of toilet paper, which, in turn, boosts the demand for toilet paper.
According to the toilet paper market analysis, the market is segmented into type, end use, distribution channel, and region. By type, the market is segregated into one-ply, two-ply, and others. The one-ply segment held the largest market share in 2019 and is expected to lead the toilet paper market in the near future. One-ply toilet paper is gaining popularity in the developed nations. This can be due to shift in living trends and shift in lifestyles, which boosts the demand for toilet paper.
Furthermore, several brands have introduced their range of one-ply toilet paper. Consumers have grown more cautious of the products they use with knowledge and understanding about the benefits of products. Hence, the one-ply toilet paper segment is expected to garner a considerable growth rate, owing to increase in consumer inclination toward one-ply toilet paper.
By Type
The One-ply segment held the major share of 54.2% in 2020
By end use, the toilet paper market segment into commercial and residential. The commercial segment held the major share in 2020 and is likely to remain dominant throughout the toilet paper market forecast period. Toilet papers are manufactured by using wood fibers or a mixture of recycled paper pulp mixed in water with chemical sulfates to aid in its decomposition. People have changed their way of living and excite tourism that leads to more demand for hotels, restaurants, and malls and hence, this increases the consumption of toilet papers. Hence, the commercial toilet paper market is expected to gain significant traction.
By End User
The Residential segment witness a CAGR of 7.5% from 2021-2028
The offline segment held the major toilet paper market share. Offline stores comprise of super markets, hypermarkets, and others. The majority of toilet paper consumption goods are purchased in large retail formats like super markets and hypermarkets. Furthermore, supermarkets are big self-serve grocery stores that sell a wide range of consumer goods items. Hypermarkets are stores that sell products of large varieties to merchandise, all under one roof. These stores are easily accessible and offer toilet paper products from several leading brands.
By Distribution Channel
The Online segment witness a CAGR of 7.7% from 2021-2028
Players in the toilet paper market have adopted business expansion and product launch as their key developmental strategies to expand their market share, increase profitability, and remain competitive in the market. The key players profiled in the report include Caprice, Essity, Georgia-Pacific LLC, Kimberly – Clark Corporation, Naturelle Consumer Products LTD, Orchids Tissue Paper Products, P&G, Traidcraft, Unilever, and Velvet CARE.
By Region
The North America region helds the higest market share of 39.6% in 2027
Key Benefits for Stakeholders
The report provides quantitative analysis of the current toilet paper market trends, estimations, and dynamics of the market size from 2020 to 2028 to identify the prevailing toilet paper market opportunities.
Porter’s five forces analysis highlights the potency of buyers and suppliers to enable stakeholders to make profit-oriented business decisions and strengthen their supplier–buyer network.
In-depth analysis and the market size & segmentation assist to determine the market potential.
The major countries in each region are mapped according to their revenue contribution to the toilet paper market demand.
The market player positioning segment facilitates benchmarking and provides a clear understanding of the present position of the market players in the toilet paper industry.
Key Market Segments
By Type
One-ply
Two-ply
- Others
By End Use
Commercial
Residential
By Distribution Channel
Online
Offline
By Region
North America
U.S.
Canada
- Mexico
Europe
Germany
France
- UK
- Italy
- Spain
- Russia
- Rest of Europe
Asia-Pacific
China
Japan
India
Australia
South Korea
Singapore
Malaysia
Rest of Asia-Pacific
LAMEA
Brazil
Argentina
UAE
South Africa
Saudi Arabia
Turkey
Rest of LAMEA
Toilet Paper Market Report Highlights
| Aspects | Details |
 By TYPE |
|
 By END USE |
|
 By DISTRIBUTION CHANNEL |
|
 By Region |
|
 Key Market Players | Kimberly – Clark Corporation, Traidcraft, Caprice, Orchids Tissue Paper Products, P&G, Essity, Velvet CARE, Georgia-Pacific LLC, Unilever, Naturelle Consumer Products LTD |
Analyst Review
According to CXOs, the global toilet paper market has been growing at a considerable pace, owing to upsurge in sanitary ware products in the developing countries and the availability of abundant raw materials. The market is divided into organized and unorganized players. The organized players have a strong hold in the market, and hence, they pose a strong entry barrier for the new entrants in the market. The brand creation in this market takes more than five to ten years. Creation of a strong and widespread distribution network is a constant and long-drawn process. It takes many years to create such a network, and thus, this network creation is a strong entry barrier. The players in the organized sector benefit because of their strong brand image and the existing distribution network in the toilet paper market.
The demand drivers in the global toilet paper market include increase in disposable income of consumers, surge in urbanization, growth in shift from unbranded products to branded products, and strong replacement demand. However, increase in cost of raw material is anticipated to hamper the growth of the toilet paper market during the forecast period.
The market is expected to exhibit an incremental revenue opportunity of $13.4 billion from 2020 to 2028.
The CAGR of the Toilet Paper market is 5.2%.
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The top companies in the market are Caprice, Essity, Georgia-Pacific LLC, Kimberly – Clark Corporation, Naturelle Consumer Products LTD, Orchids Tissue Paper Products, P&G, Traidcraft, Unilever, and Velvet CARE.
The segment considered in the market report are Type, End use, and distribution channel.
2020 is the base year calculated in the Toilet Paper market report.
increase in disposable income of consumers, surge in urbanization, growth in shift from unbranded products to branded products, and strong replacement demand.are the trends in the future.
North America region holds the major share in the Global Toilet Paper Market.
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