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.

As of March, 2020, online sales of toilet paper rose by 207 percent compared to the previous year. In the same time period, online sales of hand sanitizer and wipes grew by about 5,678 percent when compared to the previous year. Some of these increases were likely triggered by the coronavirus pandemic.
For further information about the coronavirus (COVID-19) pandemic, please visit our dedicated Facts and Figures page.

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.

This statistic displays annual sales value of toilet paper by manufacturers in the United Kingdom from 2008 to 2022. In 2022, UK manufacturers sold approximately **** billion British pounds worth of toilet paper.

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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

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 Japanese toilet paper market fell slightly to $3.1B in 2024, waning by -2.4% against the previous year. In general, consumption continues to indicate a relatively flat trend pattern. As a result, consumption reached the peak level of $3.9B. From 2020 to 2024, the growth of the market remained at a lower figure.

Germany Consumer Good Sales: Toilet Tissue data was reported at 74.088 05Aug2019-11Aug2019=100 in 11 May 2020. This records a decrease from the previous number of 83.046 05Aug2019-11Aug2019=100 for 04 May 2020. Germany Consumer Good Sales: Toilet Tissue data is updated weekly, averaging 101.682 05Aug2019-11Aug2019=100 from Aug 2019 (Median) to 11 May 2020, with 41 observations. The data reached an all-time high of 320.447 05Aug2019-11Aug2019=100 in 16 Mar 2020 and a record low of 36.421 05Aug2019-11Aug2019=100 in 13 Apr 2020. Germany Consumer Good Sales: Toilet Tissue data remains active status in CEIC and is reported by Federal Statistics Office Germany. The data is categorized under Global Database’s Germany – Table DE.C004: Consumer Good Sales.

In value terms, the U.S. ($375M), Germany ($320M) and the Netherlands ($164M) were the countries with the highest levels of imports in 2018, with a combined 24% share of global imports.

The Italian toilet paper market skyrocketed to $961M in 2024, with an increase of 15% against the previous year. Overall, the total consumption indicated a moderate 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.

The Hungarian toilet paper market soared to $167M in 2024, rising by 23% against the previous year. Over the period under review, the total consumption indicated a remarkable increase from 2012 to 2024: its value increased at an average annual rate of +6.6% 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 +56.8% against 2018 indices.

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.

United States Tissue Paper Market was valued at USD 15.01 billion in 2024 and is anticipated to grow USD 20.81 billion by 2030 with a CAGR of 5.66%.

In 2024, the UK tissue paper market decreased by -10.3% to $2.6B for the first time since 2020, thus ending a three-year rising trend. The market value increased at an average annual rate of +1.4% from 2012 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. Over the period under review, the market hit record highs at $2.9B in 2023, and then contracted in the following year.

Facial Tissue Paper size, market analysis, Market Revenue, trends, Regional Outlook, competition and growth opportunities till 2027

This statistic depicts the sales of selected household paper products in the United States in 2020. For the 52 weeks ended October 4, 2020, the toilet tissue category had sales totaling approximately **** billion U.S. dollars.

In 2024, the Danish toilet paper market decreased by -34.4% to $90M for the first time since 2021, thus ending a two-year rising trend. Overall, consumption showed a pronounced reduction. Over the period under review, the market reached the maximum level at $137M in 2023, and then dropped remarkably in the following year.

After three years of growth, the Indonesian toilet paper market decreased by -4.4% to $2.4B in 2024. Overall, the total consumption indicated buoyant growth from 2012 to 2024: its value increased at an average annual rate of +6.2% 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 +39.6% against 2020 indices.

德国 Consumer Good Sales: Toilet Tissue在2020-05-11达74.088 05Aug2019-11Aug2019=100，相较于2020-05-04的83.046 05Aug2019-11Aug2019=100有所下降。德国 Consumer Good Sales: Toilet Tissue数据按每周更新，2019-08-05至2020-05-11期间平均值为101.682 05Aug2019-11Aug2019=100，共41份观测结果。该数据的历史最高值出现于2020-03-16，达320.447 05Aug2019-11Aug2019=100，而历史最低值则出现于2020-04-13，为36.421 05Aug2019-11Aug2019=100。CEIC提供的德国 Consumer Good Sales: Toilet Tissue数据处于定期更新的状态，数据来源于Federal Statistics Office Germany，数据归类于Global Database的德国 – Table DE.C004: Consumer Good Sales。

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