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.

In September 2022, the toilet paper price amounted to $2,285 per ton (FOB, France), with an increase of 13% against the previous month.

In June 2022, the tissue paper price per ton amounted to $1.8K (CIF, United Kingdom), with an increase of 5% against the previous month.

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

The Czech market for toilet paper, napkins, towels and tissue stock rose modestly to $468M in 2024, with an increase of 3.8% against the previous year. In general, consumption saw a strong increase. Toilet, towel and tissue paper consumption peaked at $473M in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.

Despite slightly growth, the Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across Europe dampening paper usage. Revenue is expected to hike at a compound annual rate of 3.7% over the five years through 2025, including a 0% change in 2025 to reach €131.1 billion. This trend has largely been driving by significant hikes in revenue over the two years through 2022. Following a revenue surge in 2022, spurred by a 21% spike in global wood pulp prices, the industry soon faced a reversal as supply chain disruptions, energy price hikes and weakening demand for traditional paper products weighed on profitability. Events like the Red Sea crisis and fluctuating energy costs have compounded the operational challenges, with major manufacturers like UPM publicly warning about profit slumps and subdued revenue expectations into 2025. The industry’s performance has been shaped by both cyclical and structural forces. The digitisation of the European economy has steadily eroded consumption of conventional paper products, like newsprint, writing paper and printed receipts, as businesses, governments and consumers shift to digital alternatives. Particularly in digital frontrunners like Finland and Denmark, the transition has been swift, with initiatives such as e-receipts and cloud-based documentation denting demand for core outputs. Meanwhile, surging industrial energy prices throughout the EU has pressurised profit, forcing mill closures and rationalisation, particularly among producers of graphic and fine papers. Yet, the industry hasn't stood still, as record-high recycling rates and bold investments in recyclable and speciality packaging materials have enabled leading manufacturers to tap into sustainable demand segments. The ongoing shift towards electronic communications and media will continue to create challenging conditions for manufacturers over the coming years. The relentless march of digitalisation will further depress traditional paper consumption, with 5G adoption and cloud-based alternatives continuing to undermine demand for printing and writing papers. However, surging e-commerce volumes across Europe are expected to drive robust growth in paper-based packaging, benefitting companies like Smurfit Kappa and DS Smith who specialise in innovative, sustainable packaging solutions. Environmental regulation and consumer appetite for circular solutions will keep pushing the industry toward lower-carbon, recycled, and biodegradable products, forcing laggards to adapt or risk being left behind. 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. Manufacturers in forest-rich countries like Finland and Sweden will sustain their competitive edge due to stable pulp inputs, while import-dependent peers in the UK and Italy risk further rationalisation unless they boost recycling or efficiency initiatives. Over the five years through 2030, revenue is slated to swell at a compound annual rate of 3.7% to €157.4 billion.

The U.S. toilet paper market expanded modestly to $10.2B in 2024, increasing by 4.1% against the previous year. In general, the total consumption indicated a remarkable increase from 2012 to 2024: its value increased at an average annual rate of +6.9% 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 -0.9% against 2022 indices.

The Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across France dampening paper usage. Wood pulp prices have significantly fluctuated, reflecting broader supply chain disruptions and economic uncertainties. These price changes have directly impacted the industry, with manufacturers passing on increased costs to consumers at times, particularly during the price surges over the two years through 2022, which caused revenue to jump. Nonetheless, the industry has faced strong headwinds from rising digitalisation, which has transformed how businesses operate and how consumers access media, dampening sales and the need for traditional paper products like newsprint and office supplies. These factors have shaped the industry's recent performance and influenced strategic shifts towards sustainable and specialised paper offerings. Revenue is expected to dwindle at a compound annual rate of 2.4% over the five years through 2025 to €5.4 billion. The French industry has encountered a pronounced drop in traditional paper consumption, driven by a broader transition towards digital alternatives. This trend has been compounded by structural struggles, like advertising shifts and dwindling retail sales, especially for newspaper suppliers. However, the industry's move towards environmentally sustainable solutions has provided some respite. Companies like Lecta have diversified into biodegradable and speciality papers to counterbalance declining traditional sales. Despite these efforts, imports, particularly from Sweden and Finland, have exerted additional pressure due to their competitive advantages in wood pulp availability, thereby challenging domestic producers. Revenue is forecast to fall by 0.5% in 2025. Volatile wood pulp and paper prices, more regulatory pressures and supply chain disruption have caused profitability to remain low.

The industry is anticipated to continue navigating a landscape deeply influenced by digitalisation and sustainability trends. With an expected rise in 5G connections and e-commerce sales, the need for digital communications will persist, impacting paper consumption further. Yet, the growth of the e-commerce sector promises an uptick in demand from downstream markets like packaging materials, presenting an avenue for revenue growth. The industry is likely to focus on producing high-value-added products, like recyclable packaging solutions, to maintain competitiveness amid import pressures. While imports as a percentage of domestic demand is set to hike slightly, there’s potential for local manufacturers to carve a niche by innovating in sustainable and speciality paper products. Over the five years through 2030, revenue is slated to swell at a compound annual rate of 1.3% to €5.8 billion.

Despite slightly growth, the Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across Europe dampening paper usage. Revenue is expected to hike at a compound annual rate of 3.7% over the five years through 2025, including a 0% change in 2025 to reach €131.1 billion. This trend has largely been driving by significant hikes in revenue over the two years through 2022. Following a revenue surge in 2022, spurred by a 21% spike in global wood pulp prices, the industry soon faced a reversal as supply chain disruptions, energy price hikes and weakening demand for traditional paper products weighed on profitability. Events like the Red Sea crisis and fluctuating energy costs have compounded the operational challenges, with major manufacturers like UPM publicly warning about profit slumps and subdued revenue expectations into 2025. The industry’s performance has been shaped by both cyclical and structural forces. The digitisation of the European economy has steadily eroded consumption of conventional paper products, like newsprint, writing paper and printed receipts, as businesses, governments and consumers shift to digital alternatives. Particularly in digital frontrunners like Finland and Denmark, the transition has been swift, with initiatives such as e-receipts and cloud-based documentation denting demand for core outputs. Meanwhile, surging industrial energy prices throughout the EU has pressurised profit, forcing mill closures and rationalisation, particularly among producers of graphic and fine papers. Yet, the industry hasn't stood still, as record-high recycling rates and bold investments in recyclable and speciality packaging materials have enabled leading manufacturers to tap into sustainable demand segments. The ongoing shift towards electronic communications and media will continue to create challenging conditions for manufacturers over the coming years. The relentless march of digitalisation will further depress traditional paper consumption, with 5G adoption and cloud-based alternatives continuing to undermine demand for printing and writing papers. However, surging e-commerce volumes across Europe are expected to drive robust growth in paper-based packaging, benefitting companies like Smurfit Kappa and DS Smith who specialise in innovative, sustainable packaging solutions. Environmental regulation and consumer appetite for circular solutions will keep pushing the industry toward lower-carbon, recycled, and biodegradable products, forcing laggards to adapt or risk being left behind. 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. Manufacturers in forest-rich countries like Finland and Sweden will sustain their competitive edge due to stable pulp inputs, while import-dependent peers in the UK and Italy risk further rationalisation unless they boost recycling or efficiency initiatives. Over the five years through 2030, revenue is slated to swell at a compound annual rate of 3.7% to €157.4 billion.

The global market for toilet paper, napkins, towels and tissue stock reached $252.7B in 2024, remaining stable against the previous year. Overall, the total consumption indicated a prominent increase from 2012 to 2024: its value increased at an average annual rate of +5.1% 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 -1.2% against 2022 indices.

Brazil IPCA-15: Weights: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data was reported at 0.204 % in Feb 2025. This records an increase from the previous number of 0.202 % for Jan 2025. Brazil IPCA-15: Weights: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data is updated monthly, averaging 0.208 % from Feb 2020 (Median) to Feb 2025, with 61 observations. The data reached an all-time high of 0.221 % in Aug 2023 and a record low of 0.202 % in May 2022. Brazil IPCA-15: Weights: 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.IB034: Consumer Price Index: Broad Category-15 - IPCA-15: POF 2017-2018: Dec1993=100: Weights.

The Indian market for toilet paper, napkins, towels and tissue stock expanded modestly to $16.3B in 2024, growing by 3.8% against the previous year. Over the period under review, consumption posted a prominent increase. Toilet, towel and tissue paper consumption peaked at $16.9B in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.

The Paper and Board Technologies market, valued at approximately $XX million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 7.80% from 2025 to 2033. This expansion is driven by several key factors. Increasing demand for sustainable packaging solutions is fueling the adoption of innovative paper and board technologies across various industries, including food and beverage, e-commerce, and pharmaceuticals. Automation in production lines, coupled with advancements in printing technologies, enhances efficiency and reduces operational costs, further bolstering market growth. The rising preference for eco-friendly alternatives to plastic packaging is also a significant driver. Furthermore, the ongoing expansion of the global packaging industry itself contributes to the market's growth trajectory. Segmentation analysis reveals strong performance across product types like containerboard and cartonboard, driven by their widespread use in packaging. Similarly, applications such as production line automation and printing are key growth segments. However, the market faces certain restraints. Fluctuations in raw material prices, particularly pulp and paper, can impact profitability and price competitiveness. Stringent environmental regulations regarding waste management and sustainable practices pose challenges for manufacturers to comply with. Technological advancements, while beneficial, often require significant capital investments, potentially limiting adoption among smaller players. Competitive pressures from alternative packaging materials, such as plastics and bioplastics, necessitate continuous innovation and strategic product development to maintain market share. Geographical analysis shows varied growth potential across regions. North America and Europe are mature markets with considerable adoption of advanced technologies, whereas Asia Pacific presents substantial growth opportunities owing to rapid industrialization and rising consumer spending. Key players in the market, including Valmet Oyj, Siemens AG, and Andritz AG, are focusing on research and development to introduce innovative technologies and maintain a competitive edge. This dynamic interplay of drivers, restraints, and market segmentation necessitates continuous monitoring and strategic adaptation for success within this evolving landscape. Recent developments include: May 2022 - ABB Ltd supported Sun Paper to launch a pulp mill, at the new Beihai, China. ABB installed three sets of its flagship distributed control system (DCS) ABB Ability System 800xA, two sets of mechanical pulp drive systems, four refiner motors, auxiliary high-voltage cabinets, and more than 30 high and low-voltage motors., January 2022 - BW Papersystems, announced that the company completed an agreement with Cazzago San Martino, Brescia-based New Packing System srl. The agreement includes supplying four color 16.28 ServoPro rotary die-cutter. This machine will be installed in August 2023, which will join existing converting machines which is also been supplied by BW Papersystems.. Key drivers for this market are: Lightweighting of Packaging Board, Increasing Automation and Digitalization of the Industry. Potential restraints include: Lightweighting of Packaging Board, Increasing Automation and Digitalization of the Industry. Notable trends are: Increasing Trend of Replacing Plastic and Single-use Paper Products with Paper and Board Products.

Despite slightly growth, the Paper and Paperboard Manufacturing industry has struggled with the ever-increasing threat of digitalisation across Europe dampening paper usage. Revenue is expected to hike at a compound annual rate of 3.7% over the five years through 2025, including a 0% change in 2025 to reach €131.1 billion. This trend has largely been driving by significant hikes in revenue over the two years through 2022. Following a revenue surge in 2022, spurred by a 21% spike in global wood pulp prices, the industry soon faced a reversal as supply chain disruptions, energy price hikes and weakening demand for traditional paper products weighed on profitability. Events like the Red Sea crisis and fluctuating energy costs have compounded the operational challenges, with major manufacturers like UPM publicly warning about profit slumps and subdued revenue expectations into 2025. The industry’s performance has been shaped by both cyclical and structural forces. The digitisation of the European economy has steadily eroded consumption of conventional paper products, like newsprint, writing paper and printed receipts, as businesses, governments and consumers shift to digital alternatives. Particularly in digital frontrunners like Finland and Denmark, the transition has been swift, with initiatives such as e-receipts and cloud-based documentation denting demand for core outputs. Meanwhile, surging industrial energy prices throughout the EU has pressurised profit, forcing mill closures and rationalisation, particularly among producers of graphic and fine papers. Yet, the industry hasn't stood still, as record-high recycling rates and bold investments in recyclable and speciality packaging materials have enabled leading manufacturers to tap into sustainable demand segments. The ongoing shift towards electronic communications and media will continue to create challenging conditions for manufacturers over the coming years. The relentless march of digitalisation will further depress traditional paper consumption, with 5G adoption and cloud-based alternatives continuing to undermine demand for printing and writing papers. However, surging e-commerce volumes across Europe are expected to drive robust growth in paper-based packaging, benefitting companies like Smurfit Kappa and DS Smith who specialise in innovative, sustainable packaging solutions. Environmental regulation and consumer appetite for circular solutions will keep pushing the industry toward lower-carbon, recycled, and biodegradable products, forcing laggards to adapt or risk being left behind. 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. Manufacturers in forest-rich countries like Finland and Sweden will sustain their competitive edge due to stable pulp inputs, while import-dependent peers in the UK and Italy risk further rationalisation unless they boost recycling or efficiency initiatives. Over the five years through 2030, revenue is slated to swell at a compound annual rate of 3.7% to €157.4 billion.

INPC: Weights: Rio Branco: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data was reported at 0.151 % in Mar 2025. This records an increase from the previous number of 0.150 % for Feb 2025. INPC: Weights: Rio Branco: Health and Personal Care: Personal Care: Personal Hygiene: Toilet Paper data is updated monthly, averaging 0.146 % from Jan 2020 (Median) to Mar 2025, with 63 observations. The data reached an all-time high of 0.157 % in Mar 2020 and a record low of 0.137 % in Jun 2022. INPC: Weights: Rio Branco: 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.IC065: Consumer Price Index - INPC: POF: 2017-2018: Dec1993=100: Weights: by Municipality: Acre: Rio Branco.

Toilet paper imports into Iran skyrocketed to 191 tons in 2023, increasing by 198% on 2022.

The New Zealand market for toilet paper, napkins, towels and tissue stock expanded significantly to $211M in 2024, picking up by 14% against the previous year. Over the period under review, consumption posted a prominent increase. Toilet, towel and tissue paper consumption peaked at $219M in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.

The Ugandan toilet paper market rose slightly to $375M in 2024, surging by 3.6% against the previous year. Over the period under review, consumption saw a buoyant increase. Toilet paper consumption peaked at $389M in 2022; however, from 2023 to 2024, consumption remained at a lower figure.

The Sanitary Paper Product Manufacturing industry has been subjected to volatility in upstream supply chains, with pricing pressure forcing manufacturers to fight for their share of the domestic market through 2025-26. Strengthened global supply chains and improved diplomatic relationships with Asia have led to a wave of imports that has wiped out domestic manufacturers’ pricing power. Increased competition has pressured top performers to adapt through diversified revenue streams and improved operational structure, vertically integrating their manufacturing capacity with suppliers and distributors to save costs across the supply chain. Healthcare conglomerates Essity, Kimberly-Clark and ABC Tissue were best placed to survive revenue volatility as they leveraged revenue streams from adjacent business sectors to improve profitability and survive seasonality in the industry. A competitive environment has helped the major players strengthen their dominance, with suppressed demand and increased foreign competition revealing discounted acquisition targets while crowding out smaller manufacturers. Consolidation allowed established manufacturers to flex economies of scale and compete with foreign prices, maintaining their competitiveness in the domestic market. Consolidation was complemented by weakening in the world price of wood pulp during 2022-23, which fostered a lifeline for domestic manufacturers as profit margins widened, allowing them to improve pricing competitiveness against imports. Increased competitiveness spurred a temporary revenue increase of 16.7%, primarily led by consumers flocking back to Australian-manufactured goods over imported substitutes. Overall, industry revenue is expected to have grown at an annualised 1.0% over the five years through 2025-26. This includes an anticipated 1.9% drop in 2025-26 to $2.9 billion amid stagnant domestic demand. Businesses will be forced to adapt to new environmental standards and maintain high product quality to spur organic growth through 2030-2031. If manufacturers can successfully shift towards technology as a primary factor of production, a fall in the average cost of production will enable them to grow their profitability and competitiveness against the manufacturing and transport costs associated with imports, shielding their pricing power. In conjunction with a structural shift towards fighting period poverty, domestic demand growth is forecast to translate to a 0.6% uptick in industry revenue over the five years through 2030-31 to reach $3.0 billion.

The MERCOSUR toilet paper market expanded to $4.5B in 2024, rising by 2.2% against the previous year. The market value increased at an average annual rate of +2.0% over the period from 2012 to 2024; however, the trend pattern remained relatively stable, with only minor fluctuations throughout the analyzed period. The growth pace was the most rapid in 2022 with an increase of 9.6%. As a result, consumption reached the peak level of $4.6B.