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 $1,740 per ton in February 2025, falling by -16% against the previous month.

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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 dispe

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...

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 Jul 2025 about purchase, paper, materials, commodities, PPI, inflation, price index, indexes, price, and USA.

The Turkish toilet paper market declined rapidly to $1.6B in 2024, falling by -37.9% against the previous year. In general, consumption enjoyed a buoyant increase. Toilet paper consumption peaked at $4.5B in 2021; however, from 2022 to 2024, consumption failed to regain momentum.

The Swiss toilet paper market amounted to $166M in 2024, increasing by 8.3% 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 +3.0% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +53.0% against 2021 indices.

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.

The Paraguayan toilet paper market was estimated at $101M in 2024, with an increase of 2.8% against the previous year. In general, the total consumption indicated notable growth from 2012 to 2024: its value increased at an average annual rate of +2.3% 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 increased by +11.5% against 2021 indices.

South Korea All Stores: Toilet Paper: Clean Country: Price: High data was reported at 28,800.000 KRW/Unit in 18 Apr 2025. This records an increase from the previous number of 18,900.000 KRW/Unit for 21 Mar 2025. South Korea All Stores: Toilet Paper: Clean Country: Price: High data is updated weekly, averaging 22,000.000 KRW/Unit from Mar 2021 (Median) to 18 Apr 2025, with 110 observations. The data reached an all-time high of 37,000.000 KRW/Unit in 06 Dec 2024 and a record low of 15,900.000 KRW/Unit in 20 Jan 2023. South Korea All Stores: Toilet Paper: Clean Country: Price: High data remains active status in CEIC and is reported by Korea Consumer Agency. The data is categorized under Global Database’s South Korea – Table KR.P001: Price of Necessities. [COVID-19-IMPACT]

South Korea All Stores: Toilet Paper: Kleenex: Price: Avg data was reported at 30,993.000 KRW/Unit in 18 Apr 2025. This records an increase from the previous number of 28,936.000 KRW/Unit for 04 Apr 2025. South Korea All Stores: Toilet Paper: Kleenex: Price: Avg data is updated weekly, averaging 26,466.000 KRW/Unit from Mar 2021 (Median) to 18 Apr 2025, with 118 observations. The data reached an all-time high of 30,993.000 KRW/Unit in 18 Apr 2025 and a record low of 18,600.000 KRW/Unit in 07 May 2021. South Korea All Stores: Toilet Paper: Kleenex: Price: Avg data remains active status in CEIC and is reported by Korea Consumer Agency. The data is categorized under Global Database’s South Korea – Table KR.P001: Price of Necessities. [COVID-19-IMPACT]

The global price per unit in the tissue & hygiene paper market was forecast to continuously increase between 2024 and 2029 by in total *** U.S. dollars (+***** percent). After the eighth consecutive increasing year, the indicator is estimated to reach **** U.S. dollars and therefore a new peak in 2029. Find further information concerning the revenue in the tissue & hygiene paper market in Japan and the average volume per capita in kilograms in the 'Baby Diapers' segment of the tissue & hygiene paper market in Argentina. The Statista Market Insights cover a broad range of additional markets.

After two years of growth, the Latvian market for toilet paper, napkins, towels and tissue stock decreased by -1.8% to $71M in 2024. Over the period under review, the total consumption indicated a buoyant increase from 2012 to 2024: its value increased at an average annual rate of +5.2% over the last twelve years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption increased by +10.4% against 2021 indices.

In 2024, the Belarusian toilet paper market was finally on the rise to reach $83M after two years of decline. Overall, the total consumption indicated notable growth from 2012 to 2024: its value increased at an average annual rate of +2.3% 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 -6.5% against 2021 indices.

South Korea All Stores: Toilet Paper: Kleenex: Price: High data was reported at 37,500.000 KRW/Unit in 18 Apr 2025. This records an increase from the previous number of 37,400.000 KRW/Unit for 04 Apr 2025. South Korea All Stores: Toilet Paper: Kleenex: Price: High data is updated weekly, averaging 31,700.000 KRW/Unit from Mar 2021 (Median) to 18 Apr 2025, with 118 observations. The data reached an all-time high of 37,500.000 KRW/Unit in 18 Apr 2025 and a record low of 21,900.000 KRW/Unit in 07 Jan 2022. South Korea All Stores: Toilet Paper: Kleenex: Price: High data remains active status in CEIC and is reported by Korea Consumer Agency. The data is categorized under Global Database’s South Korea – Table KR.P001: Price of Necessities. [COVID-19-IMPACT]

The Norwegian market for toilet paper, napkins, towels and tissue stock shrank modestly to $661M in 2024, declining by -5% against the previous year. In general, consumption, however, saw a strong increase. As a result, consumption reached the peak level of $803M. From 2021 to 2024, the growth of the market remained at a somewhat lower figure.

Brazil IPCA-15: Weights: Recife: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data was reported at 0.157 % in Dec 2021. This records an increase from the previous number of 0.156 % for Nov 2021. Brazil IPCA-15: Weights: Recife: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data is updated monthly, averaging 0.164 % from Feb 2020 to Dec 2021, with 23 observations. The data reached an all-time high of 0.173 % in Jul 2020 and a record low of 0.152 % in Sep 2021. Brazil IPCA-15: Weights: Recife: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data remains active status in CEIC and is reported by Brazilian Institute of Geography and Statistics. The data is categorized under Brazil Premium Database’s Inflation – Table BR.IE045: Consumer Price Index: Broad Category-15 - IPCA-15: POF 2017-2018: Dec1993=100: Weights: by Municipality: Recife.

The Middle Eastern market for toilet paper, napkins, towels and tissue stock reduced notably to $13.1B in 2024, waning by -21.5% against the previous year. Overall, consumption, however, continues to indicate a strong increase. Over the period under review, the market attained the maximum level at $23.3B in 2021; however, from 2022 to 2024, consumption failed to regain momentum.

In 2024, the toilet paper market in the United Arab Emirates decreased by -5.6% to $144M for the first time since 2021, thus ending a two-year rising trend. Overall, consumption, however, continues to indicate a prominent increase. Over the period under review, the market reached the peak level at $155M in 2020; however, from 2021 to 2024, consumption stood at a somewhat lower figure.

Brazil IPCA-15: YoY: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data was reported at 0.140 % in Feb 2025. This records an increase from the previous number of -0.290 % for Jan 2025. Brazil IPCA-15: YoY: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data is updated monthly, averaging 6.535 % from Jan 2021 (Median) to Feb 2025, with 50 observations. The data reached an all-time high of 13.510 % in Dec 2022 and a record low of -3.130 % in Sep 2024. Brazil IPCA-15: YoY: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data remains active status in CEIC and is reported by Brazilian Institute of Geography and Statistics. The data is categorized under Brazil Premium Database’s Inflation – Table BR.IB032: Consumer Price Index: Broad Category-15 - IPCA-15: POF 2017-2018: Dec1993=100: Year-on-Year.