The Europe Tissue and Hygiene Paper Market Report Segments the Industry Into by Product Type (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence Products, and More), Raw Material (Kraft Pulp, Sulfite Pulp, Recycled, and Other Raw Material), Usage Type (At-Home, Away-From-Home), End-Use Industry (Residential Households and More), and Country (United Kingdom, Germany, France, Italy, and More)

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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?

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, 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

Europe Tissue and Hygiene Paper Market was valued at USD 51.49 Billion in 2024 and is expected to reach USD 62.79 Billion by 2030 with a CAGR of 3.42% during the forecast period.

Concerning the ***** selected segments, the segment Toilet Paper has the largest revenue with ***************** U.S. dollars. Contrastingly, Face Masks is ranked last, with **************** U.S. dollars. Their difference, compared to Toilet Paper, lies at ***************** U.S. dollars. Find other insights concerning similar markets and segments, such as a ranking by country regarding revenue in the tissue & hygiene paper market and a ranking by country regarding per capita sales volume in the paper tissues segment of the tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

Learn about the increasing demand for toilet paper in Europe and how the market is expected to grow over the next decade, with market volume projected to reach 6.3M tons and market value to reach $13.9B by 2035.

Europe toilet paper market size reached around USD 13.66 Billion in 2024. The market is projected to grow at a CAGR of 4.40% between 2025 and 2034 to reach nearly USD 21.01 Billion by 2034.

Europe Tissue and Hygiene Paper Market is growing at a CAGR of 1.62% over the next 7 years. Sofidel Group, Kimberly-Clark Corporation, WEPA Industrie Holding SE, Metsä Group, Industrie Cartarie Tronchetti SpA and many more major companies operating in this Market.

Europe Tissue And Hygiene Paper Market size was valued at USD 22.4 Billion in 2023 and is projected to reach USD 31.5 Billion by 2031, growing at a CAGR of 4.35% from 2024 to 2031. Europe Tissue And Hygiene Paper Market: Definition/Overview Tissue and hygiene paper products are defined as disposable paper-based products that are utilized for personal hygiene, cleaning, and sanitary purposes. These products are manufactured from virgin wood pulp or recycled paper materials through various processing methods. Furthermore, the applications of these products are diversified across multiple sectors, including residential, commercial, and healthcare facilities. The products are engineered to meet specific requirements such as absorbency, softness, and strength, while sustainable manufacturing practices are increasingly adopted to address environmental concerns.

The global toilet paper market, valued at $35.45 billion in 2025, is projected to experience robust growth, driven by several key factors. Rising disposable incomes, particularly in developing economies, are fueling increased demand for hygiene products, including toilet paper. Growing urbanization and a shift towards modern sanitation practices further contribute to market expansion. The preference for premium and specialized toilet papers, such as those with added features like softness, strength, and eco-friendly materials, is also driving growth within specific segments. The online distribution channel is emerging as a significant growth driver, offering convenience and competitive pricing to consumers. However, the market faces challenges like fluctuating raw material prices (pulp and paper) and increasing environmental concerns regarding deforestation and water consumption in the manufacturing process. Companies are responding by investing in sustainable sourcing practices and developing eco-friendly products to mitigate these concerns. Competition remains intense, with major players focusing on brand building, product innovation, and strategic acquisitions to maintain market share. Regional variations exist, with North America and Europe currently dominating the market, while Asia-Pacific is anticipated to show significant growth in the coming years due to its expanding middle class and rising hygiene awareness. The forecast period (2025-2033) anticipates a compound annual growth rate (CAGR) of 4.83%, indicating a steady increase in market size. This growth will be influenced by ongoing efforts to improve product quality, expand distribution networks, and address environmental sustainability. Successful players will be those who effectively balance consumer demand for convenience and affordability with the growing need for environmentally responsible manufacturing practices. Market segmentation by distribution channel (offline and online) highlights the evolving consumer preferences and the importance of a multi-channel approach for optimal market penetration. Competitive strategies will likely focus on differentiated product offerings, aggressive marketing, and exploring new emerging markets. The market also presents opportunities for companies specializing in sustainable and eco-friendly toilet paper products, catering to the rising consumer awareness of environmental issues.

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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

Discover the latest trends in the European Union toilet paper market, with forecasts showing an upward consumption trend over the next decade. By 2035, the market volume is expected to reach 3.9M tons and a value of $9.3B.

Comparing the eight selected regions regarding the revenue in the tissue & hygiene paper market, Russia is leading the ranking (*** billion U.S. dollars) and is followed by Romania with 1.7 billion U.S. dollars. At the other end of the spectrum is Armenia with 95.87 million U.S. dollars, indicating a difference of 7.1 billion U.S. dollars to Russia. Find other insights concerning similar markets and segments, such as a ranking of subsegments in Latin America regarding revenue in the Tissue & Hygiene Paper market as a whole and a ranking by country regarding revenue in the incontinence segment of the tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

Europe Toilet Paper Market is expected to grow during 2025-2031

Learn about the increasing demand for toilet paper, napkins, towels, and tissue stock in Europe, with market performance expected to continue an upward consumption trend over the next decade.

Learn about the increasing demand for toilet paper, napkins, towels, and tissue stock in Europe, with the market expected to grow steadily over the next decade. Market volume is projected to reach 22M tons and market value to reach $45.7B by 2035.

The Toilet Paper Market Report is Segmented by Product Type (Rolled and Folded), End-User (Household and Commercial), Distribution Channel (Offline and Online), Material Source (Virgin Pulp, Recycled Fiber, and Bamboo and Alternative Fibers), and Geography (North America, Europe, Asia-Pacific, Middle East and Africa, South America). The Market Forecasts are Provided in Terms of Value (USD).

The global Hollow Roll Tissue Paper market is poised for significant expansion, projected to reach an estimated USD 50,000 million by 2025, exhibiting a robust Compound Annual Growth Rate (CAGR) of 6.5% through 2033. This impressive trajectory is primarily fueled by escalating consumer demand for hygiene products, a growing awareness of personal cleanliness, and the burgeoning e-commerce sector which facilitates wider accessibility and convenience in purchasing. The "Online" segment is anticipated to lead this growth, driven by digital retail advancements and evolving consumer purchasing habits, while the "Offline" segment continues to hold substantial market share due to established retail infrastructure and impulse purchases. Within product types, both "Kitchen Paper" and "Toilet Paper" are expected to witness steady demand, catering to essential household needs. Several key drivers are propelling this market forward. Increased disposable income in developing economies is allowing a larger population to access premium tissue paper products. Furthermore, advancements in manufacturing technologies are leading to the production of softer, more durable, and environmentally friendly tissue paper, attracting a broader consumer base. The focus on sustainable sourcing and biodegradable materials is also a significant trend, aligning with growing environmental consciousness. However, the market faces certain restraints, including fluctuating raw material prices, particularly pulp costs, and the increasing competition from private label brands, which can exert pressure on pricing. Despite these challenges, the market's inherent demand for hygiene and comfort, coupled with ongoing product innovation and expanding distribution channels, ensures a dynamic and growth-oriented future for the hollow roll tissue paper industry. This comprehensive report delves into the global Hollow Roll Tissue Paper market, offering an in-depth analysis from the historical period of 2019-2024, through the base and estimated year of 2025, and projecting future growth up to 2033. The study will leverage data in the million unit for market sizing and forecasts.

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-Effectiv...