For the 52 weeks ended October 4, 2020, the average price per unit of toilet tissue was **** U.S. dollars. This represents an increase of more than ** cents from 2019. Toilet tissue was the leading household paper product sold in U.S. multi-outlet retail in 2020.

The average toilet paper import price stood at $1,692 per ton in May 2025, almost unchanged from the previous month.

For the 52 weeks ended October 4, 2020, toilet tissue sales in the United States amounted to **** billion U.S. dollars. Toilet paper was the leading household paper product sold in U.S. multi-outlet retail that year. The major sales increase compared to previous years can be explained by the coronavirus pandemic, which urged Americans to stock up on sanitary products.

Explore the factors behind the recent increase in toilet paper prices, including supply chain disruptions, rising raw material costs, and heightened consumer demand, all reflecting broader economic trends.

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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

The global toilet paper market totaled $82.5B in 2024, flattening at the previous year. In general, the total consumption indicated a perceptible increase from 2012 to 2024: its value increased at an average annual rate of +4.0% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption decreased by -0.2% against 2022 indices.

Graph and download economic data for Producer Price Index by Commodity: Pulp, Paper, and Allied Products: Sanitary Tissue Paper Products, Made from Purchased Sanitary Paper Stock or Wadding (WPU091501235) from Dec 2007 to Sep 2025 about paper, purchase, materials, commodities, PPI, inflation, price index, indexes, price, and USA.

The revenue of the toilet paper market in Cyprus amounted to $X in 2018, going up by X% against the previous year. Over the period under review, toilet paper consumption continues to indicate buoyant growth. The pace of growth appeared the most rapid in 2008 with an increase of X% year-to-year. Toilet paper consumption peaked in 2018 and is likely to continue its growth in the near future.

In 2018, approx. 2.1M tons of toilet paper were exported worldwide, going up by 4.9% against the previous year. In value terms, toilet paper exports totaled $3.7B in 2018.

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...

In February 2025, the average toilet paper export price amounted to $1,852 per ton, picking up by 1.9% against the previous month.

According to Cognitive Market Research, the global Toilet Paper Machine market size is USD XX million in 2024. It will expand at a compound annual growth rate (CAGR) of 4.30% from 2024 to 2031. North America held the major market share for more than 40% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 2.5% from 2024 to 2031. Europe accounted for a market share of over 30% of the global revenue with a market size of USD XX million. Asia Pacific held a market share of around 23% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 6.3% from 2024 to 2031. Latin America had a market share for more than 5% of the global revenue with a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 3.7% from 2024 to 2031. Middle East and Africa had a market share of around 2% of the global revenue and was estimated at a market size of USD XX million in 2024 and will grow at a compound annual growth rate (CAGR) of 4.0% from 2024 to 2031. The Semi-automatic held the highest Toilet Paper Machine market revenue share in 2024. Market Dynamics of Toilet Paper Machine Market Key Drivers for Toilet Paper Machine Market Increasing demand for toilet paper to Increase the Demand Globally As the global populace burgeons, so does the call for crucial products like bathroom paper. This surge propels the toilet paper machine market, reflecting an ever-growing want for efficient production. With more people globally requiring admission to hygienic facilities, the demand for bathroom paper continues to strengthen, spurring manufacturers to innovate and decorate production abilities. The increase in the call for no longer best stems from populace growth but additionally from evolving hygiene standards and expanded recognition of sanitation practices. Consequently, the bathroom paper device market studies sustained momentum, pushing through the imperative to fulfill the developing worldwide need for this necessary product. Rising hygiene standards to Propel Market Growth Elevating hygiene standards globally is reshaping consumer expectancies, in particular regarding essential merchandise like bathroom paper. As the call for higher-exceptional toilet paper escalates in response to these standards, manufacturers are pressured to put money into superior bathroom paper machines capable of meeting stringent requirements. These state-of-the-art machines comprise the contemporary era to provide toilet paper that aligns with evolving hygiene requirements. From improved softness and absorbency to superior durability and eco-friendliness, the demand for premium bathroom paper drives innovation in gadget layout and production approaches. Consequently, the restroom paper device marketplace reviews a metamorphosis, with a developing emphasis on turning in merchandise that now not most effectively meets but exceeds rising hygiene expectancies throughout various international markets. Restraint Factor for the Toilet Paper Machine Market High cost of toilet paper machines to Limit the Sales The high price of restroom paper machines poses a huge barrier to entry for brand-new entrants into the marketplace. These machines require huge investment due to their difficult layout, advanced generation, and precision production tactics. Moreover, the price of uncooked substances, such as specialized additives and awesome steel, contributes to the general fee. Additionally, labor fees for skilled technicians involved in gadget assembly and maintenance in addition inflate costs. Consequently, the excessive preliminary funding required to procure a lavatory paper system regularly deters smaller groups from entering the market. This barrier underscores the importance of economies of scale and strategic planning for businesses aiming to establish themselves within the competitive landscape of lavatory paper production. Impact of Covid-19 on the Toilet Paper Machine Market The COVID-19 pandemic considerably impacted the restroom paper gadget market in several ways. Initially, the surge in panic buying brought about a brief spike in demand for toilet paper, prompting producers to ramp up production. However, disruptions in the international supply chain, exertion shortages, and logistical demanding situations hindered the manufacturing procedure. Additionally, economic uncertainties caused some c...

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.

The Vietnamese market for toilet paper, napkins, towels and tissue stock totaled $2.3B in 2024, picking up by 4.3% against the previous year. Over the period under review, the total consumption indicated a moderate increase from 2012 to 2024: its value increased at an average annual rate of +3.6% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period.

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

The Hungarian market for toilet paper, napkins, towels and tissue stock skyrocketed to $366M in 2024, picking up by 36% against the previous year. In general, the total consumption indicated modest growth from 2012 to 2024: its value increased at an average annual rate of +1.1% over the last twelve-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption decreased by -24.8% against 2022 indices.

In 2023, the production value of personal hygiene and cleaning items in South Korea amounted to roughly **** trillion South Korean won. According to the source, tissue paper, such as toilet paper, made up for almost ** percent of production value.

The Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across Europe dampening paper usage. This is the main reason revenue is expected to contract at a compound annual rate of 4.8% over the five years through 2024 to €115.8 billion. A number of companies have exited the market in recent years, driving the manufacturers left behind to consolidate – many of the more prominent manufacturers are acquiring smaller businesses to shore up their market share. The COVID-19 pandemic has been a key driver of the industry’s recent revenue decline, especially in 2020. Volatile commodity prices and weak downstream conditions, caused by enforced business closures across the majority of European countries and more cautious consumer spending, led to widespread economic uncertainty and low investment. Paper stationery manufacturers and newspaper publishers suffered greatly, partly because of Europe’s heightened degree of digitalisation (driven by a work-from-home trend) dampening paper consumption. Revenue is forecast to fall by 4.2% in 2024 and remain below pre-pandemic levels. Volatile wood pulp and paper prices, more regulatory pressures and supply chain disruption have caused profitability to remain low. The ongoing shift towards electronic communications and media will continue to create challenging conditions for manufacturers over the coming years. In the short term, macroeconomic headwinds (including high inflation and interest rates) are expected to ease, supporting revenue prospects, especially as paper manufacturers start to reinvest their widening profitability into the production process. Continuing investment in sustainability and automation within manufacturing facilities will put paper producers in a strong position to capitalise on a growing packaging and paper bag manufacturing market. Over the five years through 2029, revenue is slated to swell at a compound annual rate of 2% to €127.9 billion.

The Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across Europe dampening paper usage. This is the main reason revenue is expected to contract at a compound annual rate of 4.8% over the five years through 2024 to €115.8 billion. A number of companies have exited the market in recent years, driving the manufacturers left behind to consolidate – many of the more prominent manufacturers are acquiring smaller businesses to shore up their market share. The COVID-19 pandemic has been a key driver of the industry’s recent revenue decline, especially in 2020. Volatile commodity prices and weak downstream conditions, caused by enforced business closures across the majority of European countries and more cautious consumer spending, led to widespread economic uncertainty and low investment. Paper stationery manufacturers and newspaper publishers suffered greatly, partly because of Europe’s heightened degree of digitalisation (driven by a work-from-home trend) dampening paper consumption. Revenue is forecast to fall by 4.2% in 2024 and remain below pre-pandemic levels. Volatile wood pulp and paper prices, more regulatory pressures and supply chain disruption have caused profitability to remain low. The ongoing shift towards electronic communications and media will continue to create challenging conditions for manufacturers over the coming years. In the short term, macroeconomic headwinds (including high inflation and interest rates) are expected to ease, supporting revenue prospects, especially as paper manufacturers start to reinvest their widening profitability into the production process. Continuing investment in sustainability and automation within manufacturing facilities will put paper producers in a strong position to capitalise on a growing packaging and paper bag manufacturing market. Over the five years through 2029, revenue is slated to swell at a compound annual rate of 2% to €127.9 billion.

The toilet paper market in Australia and Oceania expanded remarkably to $829M in 2024, picking up by 12% against the previous year. The market value increased at an average annual rate of +2.1% over the period from 2012 to 2024; the trend pattern indicated some noticeable fluctuations being recorded in certain years. As a result, consumption attained the peak level of $860M. From 2023 to 2024, the growth of the market remained at a lower figure.