This graph shows the sales of the leading 10 toilet tissue brands of the United States in 2017. Charmin Ultra Soft was the third ranked toilet tissue brand of the United States with about 1.09 billion U.S. dollars worth of sales in 2017.Toilet TissueIn 589 AD, the first documented account of the use of toilet paper was recorded in early medieval China. However, the product did not become commercialized in the United States until the 19th century when a man named Joseph Gayetty introduced Gayetty's Medicated Paper; a patent for roll-based dispensers was introduced a couple years later by Seth Wheeler. In the United States today, the toilet paper industry is dominated by three manufacturers: Georgia-Pacific, Procter & Gamble and Kimberly Clark, with the latter generating approximately 2.14 billion U.S. dollars worth of sales in 2016. These three manufacturers made up almost 80 percent of the U.S. toilet paper market.Procter & Gamble is one of the biggest consumer goods companies in the world. In 2016, the company generated net sales worth about 65.3 billion U.S. dollars and is the leading manufacturer in a vast majority of consumer goods product categories.

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Toilet Paper Market Size 2025-2029

The toilet paper market size is forecast to increase by USD 8.88 billion at a CAGR of 4.4% between 2024 and 2029.

The market is experiencing significant growth due to increasing health and hygiene consciousness among consumers. This trend is driving companies to adopt sustainable manufacturing practices, ensuring the production of eco-friendly and biodegradable products. However, the market is not without challenges. 
E-commerce has expanded access to these products, while sectors such as travel and tourism have influenced the development of portable, compact toilet paper options. Fluctuating raw material prices pose a threat to profitability, necessitating companies to maintain a close watch on costs and explore alternative sourcing options. Overall, the market is expected to witness steady growth In the coming years, with a focus on sustainability and affordability.

What will be the Size of the Toilet Paper Market During the Forecast Period?

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The market encompasses a wide range of hygiene and safety products, including tissue products for both B2B and B2C sectors. With a focus on at-home use, this market caters to various consumer preferences, such as 2 ply, single ply, and 1 ply options. Premium offerings include embossed, ultra-soft, fragranced, printed toilet tissues, and flushable toilet papers. Sustainability is a significant trend, with an increasing demand for greener products made from recycled fibers, FSC-certified tissue fiber, and sustainable bath tissues. Concerns over health and wellness have driven the market towards more absorbent and eco-friendly alternatives.
Moreover, the market also includes bidet toilets and various styles of packaging, such as rolled and folded toilet paper. Ply count remains a key consideration, with higher ply counts offering increased absorbency and softness. Overall, the market continues to evolve, responding to consumer preferences for comfort, sustainability, and convenience.

How is this Toilet Paper Industry segmented and which is the largest segment?

The toilet paper industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD billion' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Distribution Channel

  Offline
  Online


End-user

  Residential
  Commercial


Geography

  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan


  South America

    Brazil


  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The market encompasses various product categories, including hygiene products, safety products, and tissue products. Hygiene products consist of toilet paper, wipes, and other related items. In the toilet paper segment, there are premium, embossed, ultra-soft, fragranced, printed toilet tissues, flushable toilet papers, greener products, and deforestation-conscious options like recycled fibers and FSC-certified tissue fiber. The market caters to both B2B and B2C sectors, with offline channels such as specialty stores, hypermarkets, supermarkets, convenience stores, and department stores, as well as e-commerce platforms. Household essentials, including toilet paper, have seen increased demand during the pandemic due to panic buying. The hospitality industry, commercial facilities, and healthcare sector are significant consumers of toilet paper.

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The offline segment was valued at USD 22.69 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 38% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market is projected to experience consistent expansion, with the United States leading the charge. Factors contributing to this growth include the introduction of new hygiene products, the increasing preference for online purchasing platforms, and heightened awareness of the importance of toilet paper. In the US, Canada, and Mexico, health concerns such as obesity and sedentary lifestyles have resulted in an increased need for hygiene products, including toilet paper. In the US market, premium toilet papers with embossed, ultra-soft, fragranced, and printed textures continue to gain popularity. The market landscape encompasses various product formats, including 2-ply rolled and folded toilet papers

The Report Covers Tissue Paper Market Trends & Share and is Segmented by Raw Material (Bleached Softwood Kraft Pulp, Birch Hardwood Kraft Pulp, and High-Yield Pulp), Product Type (Paper Napkins, Paper Towels, Bathroom Tissues, Facial Tissues, and Specialty and Wrapping Tissue), Type (At Home and Away From Home), and Geography. The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Abovementioned Segments.

From the selected regions, the ranking by revenue in the 'Toilet Paper' segment of the tissue & hygiene paper market is led by China with 22.3 billion U.S. dollars and is followed by the United States (16.3 billion U.S. dollars). In contrast, the ranking is trailed by Argentina with 656.34 million U.S. dollars, recording a difference of 21.7 billion U.S. dollars to China. Find other insights concerning similar markets and segments, such as a ranking of subsegments in Asia regarding revenue in the Tissue & Hygiene Paper market as a whole and a ranking by country regarding per capita sales volume in the feminine hygiene segment of the tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

The global toilet paper market is expected to expand from USD 58.06 billion in 2024 to USD 105.48 billion by 2037, reflecting a CAGR of over 4.7% during the forecast timeline, from 2025 to 2037. Key industry players include Procter & Gamble Co., Business PlanningMain Product OfferingsFinancial ExecutionMain Performance IndicatorsKimberly-Clark Corporation, Georgia-Pacific, Essity AB, among others.

Global demand for toilet paper, napkins, towels, and tissues is driving market growth, with consumption projected to continue rising over the next decade. The market is expected to expand with a CAGR of +3.4% from 2024 to 2035, reaching 200M tons in volume and $365.2B in value by the end of 2035.

The USA Toilet Paper market is valued at USD 11 billion, primarily driven by increased consumer demand for hygiene products and innovations in the manufacturing process.

Global Toilet Tissue market size 2025 was XX Million. Toilet Tissue Industry compound annual growth rate (CAGR) will be XX% from 2025 till 2033.

Global Toilet Roll Market to hit USD 25.98B by 2029 growing at 7.4% CAGR. Explore trends, drivers, and competition for strategic insights with The Business Research Company.

Toilet Paper Market Report is Segmented by Product Type (Rolled and Folded), End-User (Household and Commercial), and Geography (North America, Europe, Asia Pacific, Latin America, and Middle East and Africa). The Market Sizing and Forecasts are Provided in Terms of Value (USD) for all the Above Segments

The global toilet paper market size was valued at USD 30.67 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 46.65 Billion by 2033, exhibiting a CAGR of 4.39% during 2025-2033. North America currently dominates the market, holding a significant market share of 44.3% in 2024. The growing awareness about personal health and hygiene among the masses and thriving travel and tourism industry propels the market growth. Besides this, rising utilization of convenient hygiene products among individuals are some of the major factors driving toilet paper market share across the globe.

The global toilet paper market reached a value of approximately USD 71.37 Billion in 2024. The market is projected to grow at a CAGR of 5.40% between 2025 and 2034, reaching a value of around USD 120.76 Billion by 2034.

In 2018, the key toilet paper companies were Hengan, Vinda, C&S Paper and Dongshun, which accounted for a total market share of about 24.92 percent. The Chinese toilet paper market was highly competitive and decentralized. According to the source, the leading 52 domestic enterprises made up only 40.44% of the total production.

According to Cognitive Market Research, the global toilet paper market size will be USD 57600.0 million in 2025. It will expand at a compound annual growth rate (CAGR) of 5.60% from 2025 to 2033.

North America held the major market share for more than 40% of the global revenue with a market size of USD 23040.00 million in 2025 and will grow at a compound annual growth rate (CAGR) of 3.8% from 2025 to 2033.
Europe accounted for a market share of over 30% of the global revenue with a market size of USD 17280.00 million.
Asia Pacific held a market share of around 23% of the global revenue with a market size of USD 13248.00 million in 2025 and will grow at a compound annual growth rate (CAGR) of 7.6% from 2025 to 2033.
Latin America had a market share of more than 5% of the global revenue with a market size of USD 2880.00 million in 2025 and will grow at a compound annual growth rate (CAGR) of 5.0% from 2025 to 2033.
Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD 1152.00 million in 2025 and will grow at a compound annual growth rate (CAGR) of 5.3% from 2025 to 2033.
The 21 to 40 rolls category led the toilet paper market.

Market Dynamics of Toilet Paper Market

Key Drivers for Toilet Paper Market

Innovations in Packaging for Convenience and Sustainability Drives Market Growth

Innovations in packaging for convenience and sustainability are driving significant growth in the toilet paper market. As consumers become more environmentally conscious, manufacturers are increasingly focusing on eco-friendly packaging solutions. This includes using recyclable materials, minimizing plastic usage, and designing packaging that is easier to transport and store. Additionally, innovations like compact packaging and resealable options provide greater convenience for consumers, especially in bulk purchases. These packaging improvements align with the growing demand for sustainable products, addressing both environmental concerns and consumer preferences for practicality. As a result, eco-friendly packaging is expected to continue playing a key role in shaping the future of the toilet paper market, contributing to its expansion. For instance, In May 2021, Japan’s Marutomi Seishi developed ultra-long coreless toilet paper. This patent-pending innovation allowed each roll to measure 300 meters or 980 feet in length when fully unfurled, three times the height of the Statue of Liberty in New York.

(Source: https://www.itnews.asia/news/japans-marutomi-seishi-develops-ultra-long-coreless-toilet-paper-565002)

Growing Awareness about Personal Hygiene and Sanitation Is Propelling Market Growth

Growing awareness about personal hygiene and sanitation is significantly propelling the toilet paper market. As consumers become more conscious of the importance of hygiene in preventing health issues, the demand for toilet paper has seen steady growth. This heightened awareness, particularly in emerging markets, is driving the adoption of toilet paper as an essential household item. Additionally, the focus on sanitation in both public and private spaces has contributed to increased consumption. As hygiene standards continue to rise globally, consumers are opting for higher-quality products that offer comfort, durability, and softness. Manufacturers are responding by expanding their product offerings to meet the diverse needs of consumers, further boosting market growth.

Restraint Factor for the Toilet Paper Market

Resistance to Switch from Traditional to Eco-Friendly Products Hampers Market Growth

Resistance to switching from traditional to eco-friendly products is a key factor hampering growth in the toilet paper market. Many consumers are accustomed to conventional toilet paper brands and are hesitant to adopt newer, eco-friendly alternatives, primarily due to concerns over price, quality, and availability. Although sustainable options, such as recycled and biodegradable toilet paper, are gaining traction, the higher cost of these products compared to traditional ones remains a barrier. Additionally, some consumers are unsure of the performance of eco-friendly options, often perceiving them as less soft or durable. This resistance limits the full potential of eco-friendly toilet paper adoption, slowing overall market growth.

Market Trends in Toilet Paper Market

Growing Adoption of Jumbo Rolls for Cost-Effectiveness and...

Discover the latest trends in the United States market for toilet paper, napkins, towels, and tissue stock. Forecasts suggest continued growth with an anticipated CAGR of +5.1% through 2035, reaching a market volume of 28M tons and a value of $51.1B.

Discover how the demand for toilet paper, napkins, towels, and tissue stock in the United States is driving market growth, with forecasts indicating an expected increase in consumption over the next decade.

The Global Toilet Paper Market Size Was Worth USD 54 Billion in 2023 and Is Expected To Reach USD 77 Billion by 2032, CAGR of 5.2%.

The United States toilet paper market reached approximately USD 10.74 Billion in 2024. The market is projected to grow at a CAGR of 4.90% between 2025 and 2034. It is estimated to reach a value of around USD 17.33 Billion by 2034.

The Report Covers Away From Home Tissue Market Forecast and it is segmented by Product Type (Paper Napkins, Paper Towels, Wipes, Toilet Papers, Incontinence Products, and Other Product Types), End User (Commercial, Food and Beverage, Hospitals and Healthcare, and Other End Users), and Geography. The market sizes and values are provided in terms of value (USD million) for all the above segments.

The global tissue paper market size is projected to grow from $96.57 billion in 2025 to $154.54 billion by 2032, at a CAGR of 6.95% during the forecast period