The average volume per capita ranking in the 'Toilet Paper' segment of the tissue & hygiene paper market is led by Norway with ***** kilograms, while Singapore is following with ***** kilograms. In contrast, India is at the bottom of the ranking with **** kilograms, showing a difference of **** kilograms to Norway. 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 tissue & hygiene paper market. The Statista Market Insights cover a broad range of additional markets.

Explore the variations in toilet paper consumption by country, from high rates in developed nations like the US to lower rates in developing countries. Learn more about the cultural, economic, and environmental factors that influence toilet paper usage globally.

In 2019, global tissue consumption reached forty million tonnes. Consumption has increased from 27 million tonnes in 2007 and it was forecast to be 52 million tonnes by 2027. North America and China accounted for almost half of the world's tissue consumption in 2018.

From the selected regions, the ranking by average volume per capita in the tissue & hygiene paper market is led by Japan with ***** kilograms and is followed by Norway (***** kilograms). In contrast, the ranking is trailed by Vietnam with ***** kilograms, recording a difference of ***** kilograms to Japan. Find other insights concerning similar markets and segments, such as a ranking by country regarding per capita sales volume in the feminine hygiene segment of the tissue & hygiene paper market and a ranking of subsegments in Latin America regarding revenue in the Tissue & Hygiene Paper market as a whole. The Statista Market Insights cover a broad range of additional markets.

Driven by increasing global demand, the toilet paper market is expected to grow steadily over the next decade. By 2035, market volume is projected to reach 50 million tons, with a value of $105.7 billion.

In 2018, an average of 25.6 kilograms of tissue was consumed in North America per person. The global average of tissue consumption per capita was 5.2 kilograms that year.

Commercial and Residential Tissue Paper Market Outlook

The global commercial and residential tissue paper market size is projected to grow from USD 80 billion in 2023 to USD 110 billion by 2032, registering a compound annual growth rate (CAGR) of 3.5% during the forecast period. This growth can be attributed to several factors, including increasing hygiene awareness, rising disposable incomes, and growing demand for premium and eco-friendly tissue products.

The heightened awareness of personal hygiene has been one of the most significant growth factors in the tissue paper market. With increasing concerns about health and hygiene, particularly after the COVID-19 pandemic, consumers are more inclined to purchase tissue papers for both residential and commercial use. This behavior has resulted in an upsurge in demand, driving market growth considerably. Additionally, the increasing urban population contributes to higher consumption rates as more people move to cities, leading to greater demand in commercial establishments such as restaurants, hotels, and offices.

Rising disposable incomes in developing countries are another crucial growth driver for the tissue paper market. As economies grow and people have more spending power, there is a noticeable shift towards convenience products like tissue paper. Consumers are willing to spend more on premium tissue paper products that offer superior quality and comfort. This trend is evident in emerging markets where rapid economic development is leading to a rise in the standard of living and changing consumer preferences.

The demand for eco-friendly and sustainable tissue paper products is also fueling market growth. Environmental concerns are pushing manufacturers to innovate and produce biodegradable and recycled tissue papers. Governments and environmental organizations are advocating for reduced deforestation and the use of recycled materials in tissue production. This has led to an increase in the availability of green products, which are gaining popularity among environmentally conscious consumers. Manufacturers who invest in sustainable practices are seeing higher demand for their products, further driving market growth.

From a regional perspective, North America and Europe are currently leading the market due to high per capita consumption and established distribution networks. However, Asia Pacific is anticipated to witness the highest growth rate during the forecast period. The rapid urbanization, coupled with increasing health awareness and disposable incomes in countries like China and India, is expected to bolster the market in this region. Latin America and the Middle East & Africa are also projected to experience moderate growth, driven by improving economic conditions and increasing urbanization.

Product Type Analysis

The tissue paper market can be segmented by product type into toilet paper, facial tissue, paper towels, napkins, and others. Toilet paper holds the largest market share within this segment. Its essential nature makes it an indispensable product in both residential and commercial settings. The demand for high-quality, soft, and durable toilet paper is on the rise, with consumers willing to pay a premium for better comfort and hygiene. Innovations such as scented, colored, and textured toilet papers are also enhancing product appeal.

Facial tissue is another significant segment within the tissue paper market. These products are often marketed for their softness and are commonly used for personal hygiene. The rising awareness of maintaining facial hygiene, particularly among women and young adults, is a key driver for this segment. Additionally, facial tissues are increasingly being used in commercial spaces like offices, hotels, and healthcare facilities, further boosting demand. Manufacturers are focusing on producing hypoallergenic and anti-bacterial facial tissues to cater to specific consumer needs.

Paper towels are extensively used in both residential and commercial settings for cleaning and drying purposes. The convenience and efficiency of paper towels make them a popular choice for kitchen and general cleaning tasks. In commercial spaces such as restaurants and healthcare facilities, paper towels are preferred for their single-use nature, which helps in maintaining hygiene standards. Innovations in absorbency and strength are continuously improving the usability of paper towels, driving their market growth.

Napkins, both table and beverage, form another crucial segment of the tissue paper market. Their

This statistic shows the usage of toilet paper in the United States from 2011 to 2020 and a forecast thereof until 2024. The data has been calculated by Statista based on the U.S. Census data and Simmons National Consumer Survey (NHCS). According to this statistic, ****** million Americans used toilet paper in 2020. This figure is projected to increase to ****** million in 2024.

The demand for toilet paper in China is on the rise, leading to an expected increase in market consumption over the next decade. Market performance is predicted to slow down slightly, with a projected growth rate of +2.3% from 2024 to 2035. By the end of 2035, the market volume is expected to reach 8.2 million tons, while the market value is projected to reach $18.8 billion (in nominal prices).

Toilet Paper Market Outlook

According to our latest research, the global toilet paper market size reached USD 90.2 billion in 2024, reflecting robust demand across both developed and emerging economies. The market is set to expand at a steady CAGR of 5.1% from 2025 to 2033, driven by evolving hygiene standards, urbanization, and increasing consumer awareness. By 2033, the global toilet paper market is forecasted to attain a value of approximately USD 141.4 billion. The primary growth factor fueling this expansion is the rising emphasis on personal hygiene and sanitation, especially in regions witnessing rapid urbanization and infrastructural development.

One of the most significant growth drivers for the toilet paper market is the increasing consumer inclination towards improved hygiene and sanitation. The COVID-19 pandemic has amplified awareness regarding the importance of maintaining personal and public hygiene, resulting in heightened demand for sanitary products such as toilet paper. This shift in consumer behavior is particularly evident in urban areas, where higher disposable incomes and greater access to modern retail formats have made premium and ultra-soft toilet papers more accessible. Additionally, the proliferation of educational campaigns by governments and non-governmental organizations highlighting the significance of hygiene practices has further bolstered the adoption of toilet paper, especially in regions where traditional alternatives were previously preferred.

Another key growth factor is the ongoing trend of urbanization and infrastructural development, especially in emerging economies across Asia Pacific, Latin America, and Africa. As more people migrate to urban centers, the demand for modern sanitation facilities and related products, including toilet paper, has surged. The construction of new residential complexes, commercial establishments, hotels, and institutional buildings is driving bulk demand for toilet paper in both the household and commercial segments. Moreover, the hospitality and healthcare industries are expanding rapidly, further fueling the need for high-quality, hygienic tissue products. The rise in organized retail and the growing influence of e-commerce platforms are also making toilet paper more widely available, thereby supporting market growth.

Sustainability concerns and innovation in raw materials are also shaping the toilet paper market. Consumers are increasingly seeking eco-friendly products, prompting manufacturers to introduce recycled, bamboo-based, and sustainably sourced toilet paper variants. These innovations cater to environmentally conscious consumers and align with global efforts to reduce deforestation and carbon footprints. Furthermore, advancements in manufacturing technologies have enabled the production of softer, stronger, and more absorbent toilet papers, enhancing user experience and encouraging brand loyalty. Companies are also investing in biodegradable packaging and water-saving production processes, which are gaining traction among eco-sensitive customers and regulatory bodies alike.

Regionally, North America continues to lead the toilet paper market, accounting for a significant share due to high per capita consumption and the presence of major industry players. Europe follows closely, with a strong emphasis on sustainability and premium product offerings. The Asia Pacific region, however, is poised for the fastest growth, supported by rising urban populations, increasing disposable incomes, and greater adoption of Western hygiene practices. Latin America and the Middle East & Africa are also witnessing steady growth, albeit from a lower base, as infrastructure development and awareness campaigns gain momentum. Overall, the regional outlook for the toilet paper market remains positive, with each region contributing uniquely to the market’s expansion.

Product Type Analysis

The toilet paper market is segmented by product type into one-ply, two-ply, ultra, premium, recycled, and <b

Explore Market Research Intellect's Organic Tissue Paper Consumption Market Report, valued at USD 2.5 billion in 2024, with a projected market growth to USD 4.1 billion by 2033, and a CAGR of 7.2% from 2026 to 2033.

Biodegradable Toilet Paper Market Outlook

The global biodegradable toilet paper market size is expected to reach an estimated value of USD 3.2 billion by 2032 from USD 1.4 billion in 2023, growing at a compound annual growth rate (CAGR) of 9.2% during the forecast period. The significant growth factor for this market is the increasing consumer awareness and demand for sustainable and eco-friendly products amidst rising environmental concerns.

One of the primary growth factors driving the biodegradable toilet paper market is the heightened environmental awareness among consumers. With growing concerns over deforestation and the large carbon footprint associated with traditional paper products, consumers are increasingly seeking alternatives that have a lesser environmental impact. Governments and regulatory bodies around the world are also implementing stringent regulations aimed at reducing environmental degradation, further propelling the demand for biodegradable products.

Moreover, the rapid urbanization and changing lifestyles have contributed to the increased consumption of toilet paper globally. As urban populations grow, the demand for more efficient and eco-friendly sanitary products has also surged. Biodegradable toilet paper, made from renewable resources such as bamboo and recycled paper, offers a sustainable solution to meet this rising demand. Additionally, the increasing disposable income among consumers enables them to opt for premium eco-friendly products, thus fostering market growth.

Technological advancements and innovation in the manufacturing process of biodegradable toilet paper are also significant growth drivers. Companies are investing in research and development to create more efficient and sustainable production methods. The use of advanced technologies to produce high-quality biodegradable toilet paper not only reduces environmental impact but also improves product quality, thus attracting a broader consumer base. As a result, the market is witnessing an influx of new and innovative products that cater to the growing demand for sustainable alternatives.

Regionally, the market for biodegradable toilet paper is seeing substantial growth in North America and Europe due to the high level of environmental consciousness and supportive government policies. However, the Asia Pacific region is expected to witness the highest growth rate during the forecast period. The rapid economic development, increasing population, and rising awareness about sustainable products in countries like China and India are key factors driving the market in this region. Furthermore, the presence of a large number of manufacturers and the availability of raw materials in these countries provide additional impetus for market growth.

Product Type Analysis

The biodegradable toilet paper market can be segmented by product type into standard rolls, jumbo rolls, and coreless rolls. Standard rolls are the most widely used type, commonly found in households and small commercial settings. These rolls offer the convenience of easy handling and storage, making them a popular choice among consumers. The demand for standard rolls is expected to continue growing due to their widespread availability and affordability.

Jumbo rolls, on the other hand, are predominantly used in commercial settings such as office buildings, schools, and public restrooms. These rolls are larger in size, providing a longer-lasting supply of toilet paper, which reduces the need for frequent replacements. The increasing number of commercial establishments and the emphasis on maintaining hygiene in public spaces are driving the demand for jumbo rolls. Additionally, the cost-effectiveness of jumbo rolls in high-traffic areas makes them an attractive option for commercial users.

Coreless rolls represent an innovative product type in the biodegradable toilet paper market. These rolls eliminate the need for a cardboard core, reducing waste and making them an eco-friendlier option. Coreless rolls are gaining popularity among environmentally conscious consumers and establishments aiming to reduce their carbon footprint. The ease of disposal and reduced packaging waste associated with coreless rolls are key factors contributing to their growing demand.

Overall, the product type segment is characterized by a diverse range of options catering to different consumer needs and preferences. The continuous development of innovative and sustainable products is expected to drive growth across all product types, ensuring a steady demand for bi

Considering the four different types presented in this statistics, 'Standard' leads the ranking with **** million people. Contrastingly, 'Perfumed' is ranked last, with *** million people.

The global tissue paper market is a substantial and dynamic sector, projected to experience robust growth over the forecast period (2025-2033). While precise market size figures are unavailable, leveraging industry knowledge and a reported CAGR (let's assume a conservative 4% for illustrative purposes, given steady consumer demand and product innovation), we can reasonably estimate the 2025 market size to be approximately $80 billion USD. This substantial value reflects the widespread use of tissue paper across various applications, including household consumption, commercial settings (restaurants, hotels), and industrial uses. Key growth drivers include rising disposable incomes in developing economies, increasing hygiene awareness, and the continued preference for convenient, single-use products. Further fueling market expansion are innovative product developments, such as eco-friendly and sustainable tissue options catering to environmentally conscious consumers, and the introduction of value-added products with enhanced softness, strength, and absorbency. However, the market faces certain restraints. Fluctuations in raw material prices (primarily pulp), environmental concerns related to deforestation and water usage in pulp production, and increased competition among established players and emerging brands all contribute to a complex market landscape. Segmentation within the market is diverse, encompassing various product types (toilet paper, facial tissue, paper towels, napkins etc.), distribution channels (retail, wholesale, online), and geographical regions. Major players like Kimberly-Clark, Procter & Gamble, and SCA dominate the market, leveraging established brand recognition and extensive distribution networks. However, smaller regional players and emerging brands focusing on niche segments (e.g., sustainable or luxury tissue) are also making inroads, intensifying competition and driving innovation. A detailed regional analysis would reveal varying market dynamics, with developed regions likely showing more mature growth rates compared to developing economies experiencing higher growth due to increasing consumption. This dynamic interplay between growth drivers, restraints, and evolving consumer preferences shapes the future trajectory of the global tissue paper market.

Hygienic Tissue Paper Market Outlook

The global hygienic tissue paper market size is projected to grow from USD 50 billion in 2023 to USD 72 billion by 2032, at a compound annual growth rate (CAGR) of 4.2%. This market growth is primarily driven by increasing awareness of hygiene and sanitation, along with a noticeable shift towards premium and sustainable products. The rising incidences of infectious diseases, coupled with growing healthcare awareness, have accelerated the demand for hygienic tissue paper products worldwide.

One of the primary growth factors for the hygienic tissue paper market is the increasing consumer awareness regarding health and hygiene. With the global population becoming more health-conscious, the demand for products that promote cleanliness and prevent the spread of germs has seen a significant uptick. This trend is particularly pronounced in urban areas, where higher disposable incomes and access to information drive consumer behavior. Additionally, the COVID-19 pandemic has further emphasized the importance of hygiene, leading to increased consumption of tissue paper products.

Technological advancements in the production of tissue paper have also contributed to market growth. Modern manufacturing techniques have made it possible to produce high-quality tissue papers that are softer, more absorbent, and stronger, enhancing user experience. Innovations in raw materials, such as the use of recycled fibers and sustainable practices, have catered to the environmentally conscious segment of the market. These advancements not only improve product quality but also reduce the environmental impact, aligning with global sustainability goals and attracting a broader customer base.

The rise in commercial establishments, such as hotels, restaurants, and office spaces, is another significant driver for the hygienic tissue paper market. As businesses strive to provide a clean and hygienic environment for their customers and employees, the consumption of tissue paper in commercial settings has surged. The hospitality industry, in particular, demands high volumes of tissue paper products to maintain cleanliness standards and enhance guest experiences. This trend is expected to continue as more businesses prioritize hygiene as a core aspect of their operations.

The Away From Home Tissue and Hygiene sector is a critical component of the tissue paper market, catering to the needs of businesses and institutions that require bulk supplies of hygiene products. This segment includes products used in public restrooms, hotels, restaurants, and healthcare facilities, where maintaining high hygiene standards is paramount. The demand for Away From Home Tissue and Hygiene products has been growing steadily, driven by the increasing emphasis on cleanliness in public and commercial spaces. As businesses strive to enhance customer experience and ensure safety, the adoption of high-quality tissue products in these settings has become essential. This trend is further supported by the rising number of commercial establishments and the expansion of the hospitality and healthcare sectors.

Regionally, the Asia Pacific region is expected to witness the highest growth rate in the hygienic tissue paper market. Factors such as rapid urbanization, increasing disposable incomes, and a growing awareness of hygiene among the population are significant contributors to this growth. Countries like China and India, with their large populations and improving living standards, are leading the demand surge. North America and Europe continue to be significant markets due to their established hygiene standards and high per capita consumption of tissue paper. In contrast, Latin America and the Middle East & Africa are emerging markets with substantial growth potential, driven by improving economic conditions and increasing health awareness.

Product Type Analysis

The product type segment of the hygienic tissue paper market includes toilet paper, facial tissue, paper towels, napkins, and others. Toilet paper is the most widely used product in this segment, accounting for a significant share of the market. The demand for toilet paper is primarily driven by its essential nature in daily hygiene practices. The trend towards premium and ultra-soft toilet papers is gaining traction, particularly in developed markets where consumers seek enhanced comfort and quality. Furthermore, innovations such as biodegradable and flushable toilet papers are becoming increasingly

The global market for toilet paper, napkins, towels, and tissue stock is expected to experience continued growth over the next decade, driven by increasing demand. Market performance is forecasted to expand with a +3.4% CAGR, reaching 200M tons in volume and $365.2B in value by 2035.

Toilet Paper Market Outlook

The global toilet paper market size was valued at USD 67.3 billion in 2023 and is projected to reach USD 95.6 billion by 2032, growing at a compound annual growth rate (CAGR) of 4.0% during the forecast period from 2024 to 2032. This growth is driven by increasing hygiene awareness, rising urbanization, and the convenience of disposable hygiene products.

One of the primary growth factors for the toilet paper market is the increasing awareness and importance of hygiene. With health consciousness on the rise, consumers are more inclined towards products that offer better hygiene solutions. The COVID-19 pandemic has further heightened the awareness, leading to an uptick in the demand for toilet paper. Additionally, government initiatives promoting hygiene and cleanliness are also contributing to the robust growth of the market. This heightened awareness is particularly evident in developing countries where sanitation conditions are improving, and disposable income is rising.

Urbanization is another significant factor contributing to the growth of the toilet paper market. As more people migrate to urban areas, the demand for modern sanitation solutions, including toilet paper, increases. Urban settings typically have better access to supermarkets, hypermarkets, and convenience stores, making it easier for consumers to purchase toilet paper. Moreover, the lifestyle in urban areas often necessitates the use of more convenient and efficient hygiene products, further boosting the market.

The convenience offered by disposable hygiene products is another driving force behind the market's growth. Consumers prefer products that are easy to use and dispose of, and toilet paper fits this criterion perfectly. The ease of use, coupled with the benefits of maintaining hygiene, has made toilet paper an essential household item. This convenience is especially important in commercial and industrial settings where maintaining hygiene standards is crucial.

From a regional perspective, North America holds a significant share of the global toilet paper market. The high standard of living, coupled with a strong emphasis on hygiene, drives the demand in this region. The Asia Pacific region is anticipated to witness substantial growth during the forecast period, driven by increasing urbanization, rising disposable income, and improving sanitation infrastructure. Europe also holds a considerable market share, with strict regulations and guidelines promoting hygiene and cleanliness. Latin America and the Middle East & Africa are expected to show moderate growth, driven by improving economic conditions and increasing awareness about hygiene.

Product Type Analysis

The toilet paper market is segmented into one-ply, two-ply, three-ply, and other types based on the number of layers. One-ply toilet paper is the most basic type and is generally less expensive. It is widely used in commercial and industrial settings where cost efficiency is a priority. One-ply toilet papers are also favored for their biodegradability and minimal environmental impact, making them a choice for eco-conscious consumers.

Two-ply toilet paper, on the other hand, offers a balance between cost and comfort. It is the most popular type among households due to its superior softness and strength compared to one-ply. The increased thickness provides better absorption, making it a more efficient and comfortable option. The two-ply segment is expected to maintain its dominance in the market due to its widespread use in both residential and commercial applications.

Three-ply toilet paper is considered a premium product. It is thicker, softer, and more absorbent than its one-ply and two-ply counterparts. Three-ply toilet paper is often associated with luxury and is predominantly used in high-end hotels and residential settings. The higher cost of production and the premium pricing make this segment less popular compared to one-ply and two-ply types, but it still holds a significant market share due to its superior quality.

Apart from these, other types of toilet paper include specialty products such as scented, lotion-infused, or eco-friendly options. These niche products cater to specific consumer needs and preferences, such as those seeking enhanced comfort, a pleasant fragrance, or environmentally sustainable choices. The demand for these specialty products is on the rise as consumers become more particular about their hygiene products and are willing to pay a premium for added benefits.

Tissue consumption amounted to approximately 44 million tons worldwide in 2023. The global demand for tissue is expected to increase annually over the coming decade, reaching 55 million tons by 2032. By weight, tissue is the least consumed major paper type worldwide.

Learn about the impact of toilet paper consumption on the environment, the average usage per person, and the growing trend towards eco-friendly alternatives like bamboo toilet paper and bidets.

The global tissue paper market, valued at $63.2 billion in 2025, is projected to experience steady growth, driven by several key factors. Rising disposable incomes, particularly in developing economies, are fueling increased consumption of tissue products across various applications. The convenience and hygiene associated with tissue paper are significant drivers, especially in segments like facial tissues and kitchen towels. Further growth is anticipated from the increasing prevalence of out-of-home consumption, driven by the expansion of the food service industry and public restrooms. While the market faces constraints such as fluctuations in raw material prices (pulp) and environmental concerns regarding deforestation, innovative product development, such as sustainable and biodegradable options, is mitigating these challenges. The market is segmented by application (at-home vs. away-from-home) and product type (toilet paper, kitchen & hand towels, napkins, facial tissues, and others), offering diverse growth opportunities. The at-home segment currently holds a larger market share, but the away-from-home segment is expected to experience faster growth due to increased urbanization and changing lifestyles. Major players like Kimberly-Clark, Essity, and Procter & Gamble hold significant market share, leveraging their established brands and extensive distribution networks. However, regional variations exist, with North America and Europe currently dominating the market, while Asia-Pacific is projected to witness significant growth in the coming years due to rising consumption in countries like China and India. The 3.6% CAGR projected from 2025 to 2033 suggests a continuous, albeit moderate, expansion. This growth is expected to be influenced by several factors including the continued focus on hygiene and personal care, coupled with product diversification. The introduction of premium tissue paper products with enhanced features like softness, absorbency, and eco-friendly characteristics will likely drive further market segmentation and growth. Competition among established players and the emergence of new regional brands will shape the market landscape. The market's future trajectory is positive, but successful navigation requires careful consideration of raw material costs, sustainability initiatives, and evolving consumer preferences across diverse geographic regions.