The Canada toilet paper market reached a value of approximately USD 1.02 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 1.73 Billion by 2034.

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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 shifts driven by evolving consumer preferences and industry trends. With increasing concerns around health and hygiene, the demand for toilet paper is on the rise. This heightened focus on cleanliness and personal care is fueling market growth. Furthermore, companies are addressing sustainability concerns by adopting eco-friendly manufacturing processes, which is becoming a crucial differentiator for consumers. However, the market faces challenges as well. Fluctuating raw material prices pose a significant threat to profitability, requiring companies to closely manage their supply chains and costs.
To capitalize on opportunities and navigate these challenges effectively, companies must stay agile and responsive to changing market dynamics. By focusing on sustainability, innovation, and cost management, they can position themselves for long-term success in the evolving market.

What will be the Size of the Toilet Paper Market during the forecast period?

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The market continues to evolve, with dynamic market dynamics shaping its landscape. Wholesale distributors play a pivotal role in supplying bath tissue to various sectors, including convenience stores and private label brands. Product differentiation is a key driver, with sheet count, virgin pulp, and finishing & converting processes influencing consumer preferences. Septic safety and hygiene regulations are paramount, ensuring the production of premium and value-priced rolls that meet industry standards. Toilet paper rolls come in various sizes, from jumbo rolls to individual packs, catering to diverse usage frequencies. Online retail channels have disrupted traditional distribution networks, offering convenience and competitive pricing.

Recycled paper and sustainable forestry practices are gaining traction, aligning with environmental standards. The papermaking process involves raw material sourcing, pulp production, and automated manufacturing, all of which impact cost per roll and advertising spend. Brands strive for supply chain efficiency and FSC certification to maintain brand loyalty and cater to budget-conscious consumers. Hygiene standards extend to facial tissue, tissue paper, and paper towels, ensuring consumer safety and satisfaction. Marketing campaigns, ply count, and price elasticity continue to shape market trends, with industrial rolls and dispenser rolls catering to specific industries. Consumer preferences for eco-friendly and cost-effective options persist, driving innovation in the sector.

The ongoing unfolding of market activities underscores the continuous evolution of the toilet paper industry.

How is this Toilet Paper Industry segmented?

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

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

By Distribution Channel Insights

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

In the dynamic the market, product innovation and private label offerings continue to shape consumer preferences. Wholesale distributors play a crucial role in supplying a broad range of toilet paper rolls to various distribution channels. Convenience stores and online retailers, in particular, have gained traction due to their convenience and accessibility. Product differentiation is achieved through factors such as sheet count, ply count, and the use of virgin pulp or recycled paper. Sustainable forestry and FSC certification are essential considerations for companies, as are hygiene regulations and septic safety. Marketing campaigns and automated manufacturing processes contribute to increased brand loyalty and value pricing strategies.

Bath tissue, facial tissue, and paper towels are produced using various pulp sources, including bamboo, and are available in jumbo rolls, individual packs, and bulk packs. The papermaking process involves finishing and converting stages, ensuring quality control and adherence to environmental standards. Cost per roll, advertising spend, and price elasticity influence supply chain efficiency and the competitiveness of premium and budget brands. Industrial rolls, hospitality rolls, and dispenser ro

In 2024, the Canadian toilet paper market decreased by -0.7% to $1.5B, falling for the second consecutive year after nine years of growth. Over the period under review, consumption, however, showed a resilient expansion. Toilet paper consumption peaked at $1.5B in 2022; afterwards, it flattened through to 2024.

The article discusses the increasing demand for toilet paper, napkins, towels, and tissue stock in the United States, with market growth expected to continue over the next decade. Market performance is forecasted to expand with an anticipated CAGR of +5.1% from 2024 to 2035, reaching a volume of 28M tons and a value of $51.1B by 2035.

Over the last two observations, the average revenue per capita is forecast to significantly increase in all segments. Particularly striking is the exceptionally strong increase of the segment Toilet Paper towards the end of the forecast period. The value amounting to *** U.S. dollars stands out significantly from the average changes, which are estimated at ****** U.S. dollars. Find further statistics on other topics such as a comparison of the revenue in Nigeria and a comparison of the revenue in the United Kingdom. The Statista Market Insights cover a broad range of additional markets.

The Canadian market for toilet paper, napkins, towels and tissue stock was estimated at $3.6B in 2024, increasing by 5.3% against the previous year. Over the period under review, the total consumption indicated noticeable growth from 2012 to 2024: its value increased at an average annual rate of +4.1% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period.

In 2024, the Canadian tissue paper market increased by 4.3% to $1.7B, rising for the third year in a row after two years of decline. The market value increased at an average annual rate of +2.6% over the period from 2012 to 2024; the trend pattern remained consistent, with somewhat noticeable fluctuations in certain years. Tissue paper consumption peaked in 2024 and is expected to retain growth in the immediate term.

This statistic shows the leading bathroom tissue brands based on market share in Canada as of September 2016. During the 52 weeks period ended in September 2016, the market share of P&G bathroom tissues was about 10.2 percent in Canada.

The price per unit in the tissue & hygiene paper market in Canada was modeled to be *** U.S. dollars in 2024. Between 2018 and 2024, the price per unit rose by **** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The price per unit will steadily rise by **** U.S. dollars over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Tissue & Hygiene Paper.

Shifting consumer preferences towards higher-quality, eco-friendly paper hygiene products and growing demand from institutional buyers in healthcare, food service and education anchor the industry’s revenue base. Major downstream clients have prioritized sustainable sourcing and product innovation, intensifying requirements related to certifications such as FSC and EcoLogo. Market expansion has been further affected by domestic population growth, rising urbanization and broadening awareness of health, hygiene and environmental issues. Integration of automation in production lines has raised efficiency thresholds, while fluctuations in pulp prices and utility rates have introduced considerable complexity into procurement, contract negotiation and operational planning for manufacturers. Over the past five years, heightened volatility in input costs, particularly for pulp and utilities, pressed manufacturing and procurement budgets, prompting manufacturers to intensify supply chain diversification and adopt just-in-time inventory management. Output levels and capacity utilization have been buffeted by unplanned interruptions from supply chain disruptions triggered by international freight congestion and fluctuations in import tariffs, specifically for goods sourced from the US. These dynamics compelled manufacturers to prioritize localized sourcing and revisit long-term supplier agreements. Large-scale manufacturers responded with targeted investments in digital process control, on-site energy generation and selective acquisitions of regional converters, motivating structural consolidation. Despite steady revenue growth, industry profit was undermined by sustained rental cost inflation and shifting customer segment demand, with domestic household purchases stagnant while institutional buying remained robust. Industry revenue has been expanding at a CAGR of 2.5% over the past five years and is expected to total $4 billion in 2025, when revenue will jump by an estimated 8.8%. Over the next five years, Canadian Extended Producer Responsibility regulations and increasingly stringent federal emissions mandates will require capital investment in low-carbon production technologies and advanced water treatment systems. Anticipated trade policy uncertainty, particularly with respect to US border arrangements for pulp and finished sanitary paper products, will influence market access strategies. Established producers face immediate pressure to modernize legacy capacity and diversify product portfolios, especially towards premium tissue and specialized away-from-home formats such as touch-free dispensers for healthcare and public facilities. Advanced IoT-enabled quality control systems and enhanced recycled content integration represent clear competitive differentiators. Opportunities for new entrants may arise in compostable wiper lines or antimicrobial tissue products, although higher compliance and certification requirements present sizeable entry barriers. Industry revenue is expected to inch upward at a CAGR of 0.9% to $4.2 billion over the five years to 2030.

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Tissue Paper Market Size 2025-2029

The tissue paper market size is forecast to increase by USD 30 billion, at a CAGR of 5.7% between 2024 and 2029.

The market is experiencing significant growth, driven by increasing concerns about health and hygiene in developing economies. This trend is particularly evident in regions with rising disposable income and urbanization, as consumers prioritize personal cleanliness and sanitation. Another key driver is the increasing adoption of e-commerce, enabling greater access to tissue paper products for consumers in remote areas or those with limited physical retail options. However, the market faces challenges as well. The threat of prominent substitutes, such as reusable cloth or homemade alternatives, persists, particularly in price-sensitive markets.
Companies must differentiate themselves through product innovation, branding, and value-added services to maintain market share. Effective strategic planning, operational efficiency, and a deep understanding of consumer preferences will be essential for businesses looking to capitalize on the market's growth potential and navigate these challenges effectively.

What will be the Size of the Tissue Paper Market during the forecast period?

Explore in-depth regional segment analysis with market size data - historical 2019-2023 and forecasts 2025-2029 - in the full report.
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The market continues to evolve, driven by various factors shaping its dynamics. Product development remains a key focus, with innovations in bulk packaging and sheet size catering to diverse consumer needs. Ply count and product differentiation are crucial elements, as manufacturers strive for cost optimization while maintaining high-quality standards. Hygiene products, including paper towels and bathroom tissue, dominate the market. The food service sector also utilizes tissue paper extensively, necessitating supply chain efficiency and consistency. Consumer perception plays a significant role, with brand loyalty and personal care driving demand for superior quality and eco-friendly options. Environmental impact is a growing concern, leading to increased use of recycled pulp and alternative fibers like bamboo and cotton.

Manufacturing processes are under scrutiny, with a focus on safety standards and production capacity. Pricing strategies and retail channels also influence market trends, as price sensitivity and competition among brands shape consumer behavior. Wood fiber remains a primary raw material, but its sustainability is under scrutiny. Pulp production and manufacturing processes are evolving to address these concerns, ensuring a continuous supply while minimizing environmental impact. The market's future trends include further product innovation, increased focus on sustainability, and expanding applications across various consumer goods sectors.

How is this Tissue Paper Industry segmented?

The tissue 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.

Application

  Commercial
  Residential


Distribution Channel

  Hypermarkets and supermarkets
  Convenience stores
  Online retail
  Drug and pharmacy stores


Product

  Toilet paper
  Facial tissue
  Paper towel
  Others


Geography

  North America

    US
    Canada


  Europe

    France
    Germany
    Italy
    UK


  APAC

    China
    India
    Japan


  South America

    Brazil


  Rest of World (ROW)

.

By Application Insights

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

The market encompasses a broad range of applications, with significant demand originating from commercial and non-residential sectors. In this segment, tissue paper is utilized in workplaces, hotels, hospitals, restaurants, spas, beauty parlors, fashion studios, and aircraft. Factors driving this growth include the increasing number of people traveling and the subsequent demand for disposable products, as well as the advocacy of hygiene practices in healthcare settings. Product development in the tissue paper industry focuses on bulk packaging, product differentiation, and cost optimization. Paper towels and hygiene products are key categories, with manufacturers prioritizing quality control and safety standards. Consumer perception plays a crucial role, with brand loyalty and price sensitivity influencing purchasing decisions.

Pulp production is a significant aspect of the market, with manufacturers utilizing wood fiber, recycled pulp, bamboo fiber, and virgin pulp in their manufacturing processes. Environmental impact is a growing concern, with recycling rates and supply chain efficiency becoming increasingly important. Roll length, sheet size, and production capaci

Northern America's toilet paper market is forecast to grow to 6.4M tons and $17B by 2035. The US dominates consumption and production, while Canada leads in per capita use and exports.

The price per unit is forecast to experience significant growth in all segments in 2029. Concerning the seven selected segments, the segment Feminine Hygiene has the largest price per unit with ***** U.S. dollars. Contrastingly, Face Masks is ranked last, with *** U.S. dollars. Their difference, compared to Feminine Hygiene, lies at ***** U.S. dollars. Find further statistics on other topics such as a comparison of the average revenue per capita in the world and a comparison of the price per unit in Nigeria. The Statista Market Insights cover a broad range of additional markets.

The average toilet paper export price stood at $2,036 per ton in February 2025, shrinking by -25.8% against the previous month.

The average revenue per capita in the tissue & hygiene paper market in Canada was modeled to be ****** U.S. dollars in 2024. Between 2018 and 2024, the average revenue per capita rose by ***** U.S. dollars, though the increase followed an uneven trajectory rather than a consistent upward trend. The average revenue per capita will steadily rise by ***** U.S. dollars over the period from 2024 to 2029, reflecting a clear upward trend.Further information about the methodology, more market segments, and metrics can be found on the dedicated Market Insights page on Tissue & Hygiene Paper.

Analysis and forecast for the Northern American tissue paper market (toilet/facial tissue, towels) from 2024 to 2035, covering consumption, production, trade, and market value trends for the US and Canada.

Subscribers can find out export and import data of 23 countries by HS code or product’s name. This demo is helpful for market analysis.

In February 2023, the tissue paper price amounted to $1,864 per ton (FOB, Canada), with an increase of 4.3% against the previous month.

Water-Soluble Toilet Paper Market Outlook

The global water-soluble toilet paper market size was valued at approximately USD 3.2 billion in 2023 and is projected to reach USD 5.8 billion by 2032, growing at a CAGR of 6.5% during the forecast period. The growth of this market is supported by increasing environmental concerns and the rising demand for sustainable sanitary products. As consumers become more eco-conscious, the need for biodegradable and efficient toilet paper solutions to combat environmental pollution and sewage system blockages is driving market expansion.

A significant growth factor in the water-soluble toilet paper market is the increasing awareness of environmental sustainability. Traditional toilet paper contributes to deforestation and landfill waste, prompting consumers to seek greener alternatives. Water-soluble toilet paper, which dissolves quickly in water, mitigates these environmental issues by reducing the burden on sewage systems and minimizing the risk of blockages. Additionally, governments and environmental organizations worldwide are advocating for environmentally friendly products, further propelling the market growth.

Technological advancements in the production of water-soluble toilet paper are also contributing to market growth. Manufacturers are investing in research and development to enhance the quality, strength, and softness of water-soluble toilet paper, making it comparable to traditional options. These innovations are attracting a broader consumer base, including those who prioritize comfort and quality. Furthermore, the development of biodegradable materials and the incorporation of natural fibers are expected to boost the market in the coming years.

The increasing adoption of water-soluble toilet paper in commercial and industrial applications is another key factor driving market growth. Commercial establishments, such as hotels, offices, and public facilities, are increasingly opting for sustainable sanitary products to align with corporate social responsibility initiatives and meet regulatory standards. Industrial sectors, including healthcare facilities, are also recognizing the benefits of water-soluble toilet paper in maintaining hygiene and reducing environmental impact. This growing acceptance across various sectors is anticipated to drive market growth significantly.

Regionally, North America and Europe are currently leading the water-soluble toilet paper market due to high environmental awareness and stringent regulations on sanitary products. Countries like the United States, Canada, Germany, and the United Kingdom are witnessing a higher adoption rate of water-soluble toilet paper. The Asia Pacific region is also expected to exhibit substantial growth during the forecast period, driven by the increasing urban population, rising disposable income, and growing environmental consciousness. Emerging economies, such as China and India, are likely to present lucrative opportunities for market players in the coming years.

Product Type Analysis

The water-soluble toilet paper market can be segmented based on product type into standard, biodegradable, and recycled categories. The standard water-soluble toilet paper is the most commonly used type, offering basic functionality with the added benefit of being water-soluble. This product type targets consumers who seek an eco-friendly alternative without compromising on performance. The demand for standard water-soluble toilet paper is primarily driven by residential users who prioritize convenience and environmental consciousness.

Biodegradable water-soluble toilet paper represents a rapidly growing segment within the market. This product type is made from biodegradable materials that break down naturally in the environment, offering a dual benefit of being water-soluble and eco-friendly. The increasing consumer preference for sustainable and biodegradable products is fueling the demand for this segment. Additionally, regulatory pressures and environmental guidelines encouraging the use of biodegradable materials are further driving the growth of biodegradable water-soluble toilet paper.

The recycled water-soluble toilet paper segment is gaining traction due to the rising awareness about recycling and resource conservation. This product type is manufactured from recycled paper materials, contributing to waste reduction and promoting a circular economy. Consumers who are environmentally conscious and support recycling initiatives are more likely to adopt recycled water-soluble toilet paper. The market for this segment is expected t

North America Tissue Papers Market is expected to grow during 2025-2031