Toilet Paper Market Growth Report, Size, Share, Trends, and Industry Analysis by 2032

The global toilet paper market size was USD 26.14 billion in 2019 and is projected to reach USD 49.91 billion by 2032, exhibiting a CAGR of 5.14% during the forecast period.

The toilet paper market is dominated by several major players, including:

  • Procter & Gamble Co. (Cincinnati, U.S.)
  • Kimberly-Clark (Dallas, U.S.)
  • Essity AB (Stockholm, Sweden)
  • Georgia-Pacific LLC (Atlanta, U.S.)
  • Hengan Group (Jinjiang, China)
  • Sofidel Group (Porcari, Italy)
  • Kruger Inc. (Montreal, Canada)
  • Empresas CMPC S.A (Santiago, Chile)
  • WEPA Hygieneprodukte GmbH (Arnsberg, Germany)
  • Unilever (London, U.K.)

These companies are actively investing in new production facilities and technologies to meet the growing demand for toilet paper across the globe.

The global toilet paper market size was USD 26.14 billion in 2019 and is projected to reach USD 49.91 billion by 2032, exhibiting a CAGR of 5.14% during the forecast period.

Market Segmentation: Household Segment Leading the Way

The toilet paper market can be segmented based on application into household and commercial segments. In 2019, the household segment accounted for 60.16% of the market share. This dominance is attributed to the essential nature of toilet paper in homes and the increasing number of nuclear families and single-person households in urban areas. The trend of living alone and the rising number of nuclear families contribute significantly to the growth of this segment.

Regional Analysis: Growth Patterns Across the Globe

Asia Pacific

Asia Pacific emerged as a significant revenue contributor in 2019, with a market size of USD 9.55 billion. Despite relatively lower per capita usage, the region’s rapid industrialization and urbanization are driving the development of improved restrooms and sanitation facilities, leading to increased demand for toilet paper.

North America

North America is poised for significant growth due to the rising spending power of consumers in the U.S. and Canada. The region’s established infrastructure and high standards of hygiene practices in public and private spaces further propel the demand for toilet paper.


Europe is expected to show rising usage of toilet paper, primarily driven by the increasing number of hospitality facilities. The region’s strong tourism industry and stringent hygiene standards in hotels, restaurants, and public restrooms contribute to the growing market.

Impact of COVID-19: Surge in Demand

The COVID-19 pandemic had a profound impact on the toilet paper market. In the initial months of 2020, panic buying led to a significant surge in demand. Governments worldwide implemented lockdowns and social distancing measures, increasing the need for hygiene products. For instance, Kimberly-Clark reported a 13% increase in its first-quarter sales for 2020, reaching USD 1.7 billion compared to the previous year.

Drivers of Market Growth

Rising Hygiene Consciousness

Increasing hygiene consciousness among consumers is a major driver of the toilet paper market. As people become more aware of the importance of sanitation in preventing diseases, the demand for toilet paper continues to rise.

Growing Working-class Population

The expanding working-class population is another crucial factor. The rise in office spaces and corporate establishments necessitates the use of toilet paper in workplace restrooms. According to the U.S. Census Bureau’s data on Country Business Patterns, the total number of establishments increased from 7,860,674 in 2017 to 7,912,405 in 2018, highlighting the growing need for hygiene products in the workplace.

Tourism and Hospitality Industry

The tourism and hospitality industry significantly contributes to the demand for toilet paper. Hotels, resorts, and restaurants require substantial amounts of toilet paper to maintain hygiene standards for their guests. As travel and tourism continue to grow, so does the need for toilet paper in these facilities.

Challenges Facing the Market

Environmental Concerns

One of the significant challenges facing the toilet paper market is the environmental impact of paper pulp production. Deforestation and the carbon footprint associated with the production process have raised concerns among consumers and environmentalists. Companies are increasingly focusing on sustainable practices and alternative materials to mitigate these impacts.

Popularity of Bidet Toilets

The rising popularity of bidet toilets, especially in regions like Europe and Asia, poses a challenge to the traditional toilet paper market. Bidets offer a more environmentally friendly and potentially more hygienic alternative, which could limit the demand for toilet paper.

Competitive Landscape: Innovation and Expansion

Key players in the toilet paper market are focusing on innovation and expansion to maintain their competitive edge. Investing in new production facilities and developing sustainable products are common strategies.

Recent Industry Developments

  • September 2020: Andritz AG received an order from Guangdong Hengan Paper Co., Ltd. to supply four tissue machines to its mill in China. These machines will produce high-quality handkerchiefs, toilet, facial, and napkin tissue from virgin market pulp.

Future Outlook: Sustainable Practices and Technological Advancements

The future of the toilet paper market lies in sustainable practices and technological advancements. Companies are increasingly adopting eco-friendly production methods and exploring alternative raw materials, such as bamboo and recycled paper, to reduce their environmental impact.

Technological advancements in production facilities also play a crucial role in enhancing efficiency and reducing waste. Automation and innovative machinery enable manufacturers to meet the growing demand while maintaining high standards of quality and sustainability.


The global toilet paper market is set to experience steady growth in the coming years, driven by increasing hygiene consciousness, demographic changes, and technological advancements. While challenges such as environmental concerns and the rising popularity of bidet toilets exist, the market’s resilience and adaptability are evident in the proactive strategies adopted by key players.

As the market continues to evolve, the emphasis on sustainable practices and innovative technologies will be crucial in addressing the growing demand while mitigating environmental impacts. The ongoing investments in expanding production capacities and developing eco-friendly products underscore the industry’s commitment to meeting consumer needs and preserving natural resources.

In conclusion, the toilet paper market’s trajectory is poised for positive growth, reflecting broader trends in hygiene awareness and sustainability. The sector’s ability to navigate challenges and leverage opportunities will determine its long-term success and contribution to global health and well-being.

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