Allied Market Research
Allied Market Research

Toilet Paper Market Raw Material (Virgin Paper, Recyclable ) Product Type (One-ply, Two-ply, Others ) Distribution Channel (Offline Stores, Online Stores) : Global Opportunity Analysis and Industry Forecast, 2020-2027

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Oct 2020 | 815 Views
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Toilet paper also known as toilet roll is a type of tissue paper and us considered an essential item in tissue paper. Toilet paper has become a bathroom hygiene necessity in most of the developed countries. The toilet paper is multipurpose and is mainly used in the toilet, for wiping up makeup and spills. The first commercial toilet paper was invented in 1857 by Joseph Gayetty in the U.S. Generally, the toilet paper is available as a long strip wrapped around paperboard and is made up of virgin paper obtained from softwood and hardwood trees, water, certain chemicals, and chlorine-based bleaches. The toilet paper is also made up of recyclable products by the use of oxygen, ozone, sodium hydroxide, peroxide to enhance the quality of the paper.


Market scope and structure analysis:

Report Metric


Market size available for years


Base year considered


Forecast period


Forecast units

Value ($US)

Segments covered

Raw Material, Product Type,  Distribution Channel, and Region

Regions covered

North America (U.S. and Canada), Europe (Germany, UK, France, Italy, Spain, and Rest of Europe), Asia-Pacific (China, Japan, India, Australia, Malaysia, Thailand, Indonesia, and Rest of Asia-Pacific), LAMEA (Middle East, Brazil, and Rest of LAMEA)

Companies covered

Procter & Gamble, Essity,  Kimberly – Clark, Georgia- Pacific, Angel Soft, Caprise, Charmin Ultra Soft, Kirkland Signature, Naturelle, Seventh Generation.

COVID-19 ScenarioAnalysis:

  • The COVID-19 pandemic has positively impacted the toilet paper market in terms of sales and demand. High demand for toilet paper was observed in the market in the initial stage of the lockdown. Toilet paper is an essential commodity in the developed countries and the lockdown resulted in a snowball effect of panic buying among the customers.
  • The high demand for the toilet paper in the COVID-19 scenario led to the shortage of toilet paper in the supermarkets and retail stores. The companies also ran out of stock during the pandemic. 
  • The close down of various retail stores and the fear of shortage of essential commodities led to the residential stocking up of toilet paper which in turn increased the sales and revenue of the toilet paper market.
  • The prices of toilet paper were increased by some of the manufacturers.

Top Impacting Factors:Market Scenario Analysis, Trends, Drivers and Impact Analysis

The toilet paper market has been growing at a considerable rate as the toilet paper is not only required for residential use but is also an essential in the hotel sector, institutes, offices, hospitals, and traveling; therefore creating a huge commercial demand. The innovative R&D has helped the toilet paper industries to bring new trends in the market. The hygiene requirement, public cleanliness, awareness of environmental issues, innovative designs and styles, away from home segment and traveling trend, continuous improvement in physical properties and chemical properties of paper, increased disposable income and changes in the aesthetics of the product are the key drivers of global toilet paper market. However, high and varied prices of the raw material, availability of the substitute products, increased competition, government regulation and policies, and limited choice for technology incorporation hinder the market growth. Whereas, extending the choice of raw material, investment in the product line, development of environmentally sustainable products, and reduction of wastage present new pathways in the industry.

The global toilet paper market trends are as follows:

Increase in trend of toilet paper

The toilet paper industries have been focused on consolidation in the tissue paper market. The surge in the use of toilet paper in the developed countries has led to an increase in the market share of tissue paper manufacturing industries. The innovation has led to the new trends in the market which make toilet paper stand differently from the earlier used product for hygiene. The key players have been introducing new properties in the toilet paper which make it more appealing to use. The certain physical properties like texture, moistness, resistance, water absorption, the addition of fragrance, lotion and wax intrusion, and anti-bacterial and anti-microbial properties have improved the safety and comfort of the product. The category of toilet paper consists of one-ply, two-ply, ultra layers, and others differentiating in the number of layers on the cardboard roll.The key players in the toilet paper industry are launching the premium toilet paper by investing in the best pulp raw material and increasing its softness and disposability. Caprice, a leading brand in the tissue paper market has been inclined towards the production of green sustainable toilet paper from the reusable material in various categories of wraps.

The quality of the toilet paper is the essential factor considered by the consumer; therefore, the investment in sustainable development along with the improved quality of raw material presents new opportunities in the toilet paper market.

Key Segments Covered:



Raw Material

  • Virgin Paper
  • Recyclable

Product Type

  • One-ply
  • Two-ply
  • Others

Distribution Channel

  • Offline Stores
  • Online Stores

Key Benefits of the Report:

  • This study presents the analytical depiction of the global toilet paper marketalong with the current trends and future estimations to determine the imminent investment pockets.
  • The report presents information related to key drivers, restraints, and opportunities along with a detailed analysis of the global toilet paper market share.
  • The current market is quantitatively analyzed from 2020 to 2027 to highlight the global toilet paper market growth scenario.
  • Porter’s five forces analysis illustrates the potency of buyers & suppliers in the market.
  • The report provides a detailed global toilet paper market analysis based on competitive intensity and how the competition will take shape in the coming years.

Questions Answered in the Toilet Paper Market Research Report:

  • What are the leading market players active in the toilet paper market?
  • What the current trends will influence the market in the next few years?
  • What are the driving factors, restraints, and opportunities in the market?
  • What future projections would help in taking further strategic steps?
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