Discover how the UK market for household and sanitary paper products is set to experience a steady growth in demand over the next decade, with market volume expected to reach 1.2M tons and market value projected to reach $3.9B by 2035.

The European Tissue and Hygiene Paper Market Report is Segmented by Product (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence, Paper Tissues [Paper Napkins, Paper Towels, Face Tissue, and Specialty and Wrapping Tissue], and Toilet Paper), Raw Materials (Kraft, Sulfite, Recycled, and Other Raw Materials), Type (At Home and Away From Home), and Country (United Kingdom, Germany, France, Italy, Spain, Netherlands, Denmark, Finland, Norway, Sweden, Ireland, Switzerland, Russia, Poland, and the Rest of Europe). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Learn about the rising demand for household and sanitary paper products in the UK and how the market is expected to grow over the next decade, with a projected increase in both volume and value terms by 2035.

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

The household and sanitary paper market in the UK is expected to see a rise in demand over the next decade, leading to an increase in market volume and value. With an anticipated CAGR of +0.5% in volume and +1.6% in value, the market is projected to reach 1.2M tons and $3.9B (in nominal prices) by the end of 2035.

product market has been steadily increasing over recent years, and forecasts suggest a substantial growth trajectory in the upcoming period.

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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 growth due to increasing health and hygiene consciousness among consumers. This trend is driving companies to adopt sustainable manufacturing practices, ensuring the production of eco-friendly and biodegradable products. However, the market is not without challenges. 
E-commerce has expanded access to these products, while sectors such as travel and tourism have influenced the development of portable, compact toilet paper options. Fluctuating raw material prices pose a threat to profitability, necessitating companies to maintain a close watch on costs and explore alternative sourcing options. Overall, the market is expected to witness steady growth In the coming years, with a focus on sustainability and affordability.

What will be the Size of the Toilet Paper Market During the Forecast Period?

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The market encompasses a wide range of hygiene and safety products, including tissue products for both B2B and B2C sectors. With a focus on at-home use, this market caters to various consumer preferences, such as 2 ply, single ply, and 1 ply options. Premium offerings include embossed, ultra-soft, fragranced, printed toilet tissues, and flushable toilet papers. Sustainability is a significant trend, with an increasing demand for greener products made from recycled fibers, FSC-certified tissue fiber, and sustainable bath tissues. Concerns over health and wellness have driven the market towards more absorbent and eco-friendly alternatives.
Moreover, the market also includes bidet toilets and various styles of packaging, such as rolled and folded toilet paper. Ply count remains a key consideration, with higher ply counts offering increased absorbency and softness. Overall, the market continues to evolve, responding to consumer preferences for comfort, sustainability, and convenience.

How is this Toilet Paper Industry segmented and which is the largest segment?

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

    Canada
    US


  Europe

    Germany
    UK
    France
    Italy


  APAC

    China
    India
    Japan


  South America

    Brazil


  Middle East and Africa

By Distribution Channel Insights

The offline segment is estimated to witness significant growth during the forecast period.

The market encompasses various product categories, including hygiene products, safety products, and tissue products. Hygiene products consist of toilet paper, wipes, and other related items. In the toilet paper segment, there are premium, embossed, ultra-soft, fragranced, printed toilet tissues, flushable toilet papers, greener products, and deforestation-conscious options like recycled fibers and FSC-certified tissue fiber. The market caters to both B2B and B2C sectors, with offline channels such as specialty stores, hypermarkets, supermarkets, convenience stores, and department stores, as well as e-commerce platforms. Household essentials, including toilet paper, have seen increased demand during the pandemic due to panic buying. The hospitality industry, commercial facilities, and healthcare sector are significant consumers of toilet paper.

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The offline segment was valued at USD 22.69 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

North America is estimated to contribute 38% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The North American market is projected to experience consistent expansion, with the United States leading the charge. Factors contributing to this growth include the introduction of new hygiene products, the increasing preference for online purchasing platforms, and heightened awareness of the importance of toilet paper. In the US, Canada, and Mexico, health concerns such as obesity and sedentary lifestyles have resulted in an increased need for hygiene products, including toilet paper. In the US market, premium toilet papers with embossed, ultra-soft, fragranced, and printed textures continue to gain popularity. The market landscape encompasses various product formats, including 2-ply rolled and folded toilet papers

The Report Covers the United Kingdom Packaging Market Segmented by End-User Vertical (Food, Beverage, Healthcare, Industrial, Cosmetics, Personal Care and Household Care, and Industrial Care), Plastic Packaging (Material Type (Polyethylene, Polypropylene, Poly Vinyl Chloride, Polyethylene Terephthalate), Type (Rigid Plastic Packaging (Bottles and Jars, Trays and Containers), Flexible Plastic Packaging (Pouches and Bags, Films, and Wraps))), and Packaging Material Type (Paper (Carton Board, Containerboard, and Linerboard), Glass, and Metal). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Machine Glazed Tissue Paper Market size was valued at USD 13.74 Billion in 2023 and is projected to reach USD 18.12 Billion by 2030, growing at a CAGR of 4.5%during the forecast period 2024-2030.

Global Machine Glazed Tissue Paper Market Drivers

The growth and development of the Machine Glazed Tissue Paper Market is attributed to certain main market drivers. These factors have a big impact on how Machine Glazed Tissue Paper are demanded and adopted in different sectors. Several of the major market forces are as follows:

Growing cleanliness Awareness: The market for machine-glazed tissue paper products is influenced by rising awareness of the need of using tissue paper for personal cleanliness and other hygiene activities.

Growing Disposable Income: This refers to the relationship between growing levels of disposable income and a greater propensity to spend money on high-end, high-quality tissue paper items.

Urbanization and Changing Lives: Urbanization causes people to lead busy lives, which increases the need for portable and easy-to-carry tissue paper products. This helps to fuel the market expansion of machine-glazed tissue paper.

Hospitality and Away-from-Home (AFH) Sector: In this industry, which encompasses public spaces like restaurants and hotels where hygienic standards are essential, machine-glazed tissue paper is in high demand.

Eco-Friendly goods: The creation and market demand for machine-glazed tissue paper goods that incorporate sustainable components and are recyclable.

Product Design Innovation: Constant innovation in the design of machine-glazed tissue paper products, incorporating printing, embossing, and other elements to appeal to a wide range of consumers’ tastes.

The UK market for household and sanitary articles of paper reached $3.3B in 2024, almost unchanged from the previous year. In general, consumption saw a relatively flat trend pattern. Over the period under review, the market reached the peak level at $3.7B in 2014; however, from 2015 to 2024, consumption stood at a somewhat lower figure.

The Europe Paper Packaging Market Report is Segmented by Product Type (Folding Cartons, Corrugated Boxes, and Other Product Types), End-User Industry (Food, Beverage, Healthcare, Personal Care and Household Care, E-Commerce, Tobacco, and Other End-User Industries), and Country (United Kingdom, France, Germany, Italy, Spain, and Rest of Europe). The Report Offers Market Sizes and Forecasts in Value Terms (USD) for all the Above Segments.

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

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Toilet Care Market Size 2025-2029

The toilet care market size is forecast to increase by USD 2.9 billion, at a CAGR of 6.4% between 2024 and 2029.

The market is experiencing significant growth, driven by the emergence of eco-friendly and premium products. Consumers are increasingly prioritizing sustainability and high-quality offerings In their personal care routines. Additionally, initiatives to expand sanitation facilities in both residential and commercial settings are fueling demand for toilet care solutions. However, competition from non-traditional alternatives, such as bidets and wet wipes, poses a challenge to traditional toilet care product manufacturers. To stay competitive, companies must innovate and adapt to consumer preferences and evolving market trends. This market trends and analysis report provides a comprehensive examination of these factors and more, offering valuable insights for businesses looking to succeed In the toilet care industry.

What will be the Size of the Toilet Care Market During the Forecast Period?

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The market encompasses a range of products designed to maintain hygiene and cleanliness in both household and commercial settings. This market is driven by growing awareness of the importance of sanitation in preventing the spread of infectious diseases. Toilet care products include liquid toilet cleaners, rim blocks, disinfectant sprays, gels, foams, tablets, and toilet paper. These offerings cater to various surfaces, such as the toilet bowl, floor, tile, faucet, basin, and bathtub. The distribution channel for toilet care products spans supermarkets, hypermarkets, specialty stores, and online retailers.
Market trends include the development of eco-friendly and fragranced products, as well as the integration of smart technology for automatic dispensing and cleaning systems. Freshness and bacteria elimination remain key considerations for consumers, leading to the continued demand for effective and convenient toilet care solutions.

How is this Toilet Care Industry segmented and which is the largest segment?

The 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.

Application

  Household
  Commercial


Product

  Liquid toilet cleaners
  Toilet rim blocks
  Others


Type Of Packaging

  Bottles
  Pouches
  Others


Geography

  APAC

    China
    India
    Japan


  Europe

    Germany
    UK
    France
    Italy


  North America

    Canada
    US


  South America

    Brazil


  Middle East and Africa

By Application Insights

The household segment is estimated to witness significant growth during the forecast period.

The market caters to the demand for products and solutions that ensure cleanliness, hygiene, and sanitation in both household and commercial settings. The household toilet care segment focuses on items designed for individual use, including toilet bowl cleaners and rim blocks. Toilet bowl cleaners are available in various forms, such as liquids, gels, or tablets, formulated to eliminate stains, limescale, and bacteria. They often incorporate disinfectants for enhanced hygiene.

Rim blocks offer continuous cleaning action and are designed to fit under the rim of the toilet bowl. In commercial settings, toilets in offices, hotels, restaurants, schools, healthcare facilities, and public restrooms require frequent cleaning and maintenance. Infectious diseases, such as germs, viruses, and odors, necessitate the use of disinfectant formulations and automated dispensing mechanisms. Eco-friendly options, like DIY natural cleaners and homemade remedies, are gaining popularity due to healthier lifestyle choices and increasing awareness of hygiene practices.

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The household segment was valued at USD 3.82 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

APAC is estimated to contribute 50% to the growth of the global market during the forecast period.

Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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The APAC region's market is experiencing significant growth due to urbanization and population expansion. With a large and growing population, the demand for toilet care products is increasing. The region's economic development, marked by rising disposable incomes and a burgeoning middle class, fuels consumer spending on personal care and home hygiene items. In commercial settings, establishments such as offices, hotels, restaurants, schools, healthcare facilities, and publ

The MEA Home Care Packaging Market was valued at 1.7 million in 2019, and is projected to reach a value of 2.51 million by 2033, registering a CAGR of 7.05% over the forecast period. The growth of the home care packaging market is attributed to the increasing demand for convenient and sustainable packaging solutions for various applications. The increase in awareness about the health and environmental benefits of biodegradable and recyclable packaging materials is further propelling the demand for home care packaging solutions. The market is segmented on the basis of material into plastic, paper, metal, glass, and others. The plastic segment is anticipated to dominate the market over the forecast period, owing to the wide availability of plastic materials and their cost-effective nature. The paper segment is expected to witness significant growth during the forecast period, as paper-based packaging solutions are becoming popular due to their recyclability and biodegradable properties. In terms of region, the Middle East and Africa (MEA) region is expected to witness the fastest growth over the forecast period, owing to the growing population and rising disposable incomes in the region, which is leading to an increase in demand for home care products. Recent developments include: April 2024: YallaHub, a prominent marketplace aggregator and digital distributor, revealed a strategic partnership with Synergetic, an innovative brand committed to sustainability and eco-friendliness. This collaboration aims to revitalize the UAE home care market., March 2023: Sainsbury, a UK supermarket chain that entered the Middle East in 2020, launched cardboard packaging for its own-brand detergent. The new cartons are 35% lighter than the original packaging and reduce the products' carbon emissions by 50%. The packaging will be featured across all Sainsbury's own-brand 750 ml laundry detergents, replacing the previous sleeved plastic packaging.. Key drivers for this market are: Increasing Demand for Sustainable Packaging, Augmenting Home Care Products In MEA Region. Potential restraints include: Government Regulation for Plastic Usage. Notable trends are: The Bottles Segment is Anticipated to Witness Significant Growth.

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

Product Market size is rising upward in the past few years And it is estimated that the market will grow significantly in the forecasted period

product market has been steadily increasing over recent years, and forecasts suggest a substantial growth trajectory in the upcoming period.

Snapshot img

Wet Tissue and Wipe Market Size 2025-2029

The wet tissue and wipe market size is forecast to increase by USD 10.78 billion at a CAGR of 8.1% between 2024 and 2029.

The global wet tissue and wipe market is growing, driven by consumer demand for convenient hygiene solutions and innovations in biodegradable materials that align with eco-friendly preferences. This report provides practical insights through detailed market size data, growth forecasts, and analysis of key segments like personal care wipes, which lead due to their everyday use. It highlights a key trend in antibacterial wipes and tissue paper fueled by health awareness, while addressing a challenge from raw material cost volatility, affecting pricing stability. With data on regional dynamics, vendor strategies, and consumer trends, this report helps businesses refine production, meet demand, and stay competitive in a shifting global landscape by tackling sustainability and cost hurdles.

What will be the Size of the Wet Tissue and Wipe Market During the Forecast Period?

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The wet tissue and wipe market is growing rapidly as demand for hygiene solutions, personal care wipes, and disposable hygiene products continues to rise. Consumers seek skin-friendly formulas, allergy-safe options, and sensitive skin wipes for safe and effective cleaning. Innovations in spunlace technology and non-woven fabrics enhance wipe texture, moisture content, and wipe durability for multipurpose use.
Sustainability drives the popularity of biodegradable wipes, flushable tissues, and eco-friendly options and  materials. Portable packs, wet wipe dispensers, and advanced wet wipe packaging improve user convenience. From baby care segments to industrial cleaning wipes, specialized products such as antibacterial wipes, germ-free wipes, and disinfectant tissues cater to various needs. Fragrance-free wipes, organic wet tissues, and specialty wipe solutions provide additional choices for consumers prioritizing safety and sustainability.

How is the Wet Tissue and Wipe Industry segmented?

The wet tissue and wipe 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.

Application

  Personal care
  Household
  Industrial commercial and institutional


Distribution Channel

  Offline
  Online


Geography

  Europe

    Germany
    UK
    France
    Italy


  North America

    Canada
    US


  APAC

    China
    India
    Japan
    South Korea


  South America



  Middle East and Africa

By Application Insights

The personal care segment is estimated to witness significant growth during the forecast period. In personal care, wet tissues and wipes have gained significant popularity due to their convenience and effectiveness. These products, which include baby wipes, facial wipes, and feminine wipes, are subject to stringent regulations worldwide due to potential health concerns. The primary raw materials for manufacturing these items are non-woven fabrics and natural fibers, such as cotton. The increasing awareness of eco-friendly and chemical-free alternatives has led to a surge in demand for these types of wet tissues and wipes. Consumers are increasingly investing in these products due to their safety and lack of side effects. Among the various categories, baby wipes dominate the personal care segment.

Bacteria-free production is a crucial aspect of the wet tissues and wipes industry. Advanced technologies like spun lace are being employed to ensure the production of high-quality, hygienic products. Spun lace technology involves the creation of a three-dimensional web of fibers, resulting in a soft, absorbent, and durable product. The transportation and logistics sector plays a vital role in ensuring the timely delivery of beauty and personal care products to consumers. With the growing demand for wet tissues and wipes, manufacturers are focusing on improving their supply chain efficiency to meet consumer needs effectively. The personal care segment, which includes wet tissues and wipes, is a significant market with a growing demand for eco-friendly and bacteria-free alternatives.

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The personal care segment was valued at USD 11.85 billion in 2019 and showed a gradual increase during the forecast period.

Regional Analysis

Europe is estimated to contribute 34% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period.

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