toilet Roll Global Market Report 2024

The toilet roll market size has grown strongly in recent years. It will grow from $18.51 billion in 2023 to $19.94 billion in 2024 at a compound annual growth rate (CAGR) of 7.7%. The expansion observed in the historical period can be ascribed to factors such as population growth and urbanization, evolving consumer lifestyles, promotional and marketing strategies, economic considerations, and affordability, along with increased awareness of health and hygiene.

The toilet roll market size is expected to see strong growth in the next few years. It will grow to $26.43 billion in 2028 at a compound annual growth rate (CAGR) of 7.3%. The anticipated growth in the forecast period can be linked to the rise of e-commerce and online retailing, increasing concerns about environmental sustainability, advancements in product design and packaging innovation, purchasing patterns influenced by the pandemic, and a heightened focus on hygiene and sanitation practices. Notable trends expected in the forecast period involve the incorporation of smart and IoT features, the expansion of e-commerce channels for buying, collaborations with charitable causes and sustainability initiatives, the introduction of travel-friendly and compact options, and the premiumization of the market with high-end and luxury varieties.

The growing awareness among the public, particularly in urban areas, regarding the importance of cleanliness and personal hygiene is driving the demand for toilet rolls in public spaces known as Away-from-home (AFH) toilet paper. Even in countries where toilet paper may not be considered a primary means of personal hygiene, such as India and Indonesia, there is an increasing exposure to AFH toilet paper, contributing to rising demand. As an example, in July 2021, Paper TR, a China-based supplier specializing in the tissue industry, reported that the global average consumption of tissue paper is 5.2 kg, while North America uses around 25 kg, with toilet papers being the most consumed category at 12.7 kg per capita annually. Despite Americans comprising only 4% of the world population, they contribute to 20% of global spending. Consequently, the growing demand for AFH toilet paper and hygiene products in urban areas is expected to boost the toilet roll market's growth.

The expanding health and wellness trends are poised to drive the growth of the toilet roll market in the future. Health and wellness trends involve shifts in consumer behaviors, preferences, and attitudes related to enhancing physical, mental, and emotional well-being. Consumers increasingly prioritize products with minimal environmental impact, reflecting a growing consciousness. For instance, as of March 2022, the Office for National Statistics, a UK-based government body, reported that a significant percentage of people in the UK, both males (75.3%) and females (75.7%), considered themselves to be in good or very good health. Consequently, the rising demand for health and wellness trends is expected to fuel the growth of the toilet roll market.

Instability in pulp prices poses a challenge to the tissue paper manufacturing sector, impacting the toilet roll market. Fluctuations in pulp prices, influenced by factors such as seasonal demand and foreign producers' influence in various markets, can affect tissue prices, resulting in a 10% decrease in tissue paper volume sold. For example, in July 2022, Korbar, a German-based automation company, noted that pulp prices saw a dramatic increase in 2020 and remained exceptionally high in 2021, with a 53% increase in Europe, 47% in Asia, and 40% in the US market. Since toilet paper primarily relies on pulp as a major component, the market is susceptible to changes in pulp prices, acting as a hindrance to its growth.

Companies in the toilet roll market are increasingly adopting Through Air Drying (TAD) technology, a high-standard method for paper production. Toilet paper manufactured using TAD technology is well-suited for rolled products, exhibiting high absorbency and enhanced bulk properties. Ultra toilet paper, produced through TAD technology, involves the introduction of air into the fibers during the drying process. The United States extensively utilizes TAD technology in tissue paper production, with companies such as Valmet employing eTAD Technology. This approach yields soft, bulk-enhanced, and absorbent products while ensuring lower energy consumption and a sustainable production process. TAD technology is enabling tissue manufacturers to access premium and ultra-premium tissue markets.

Major players in the toilet roll market are innovating by introducing new products, such as ultra-soft rolls of toilet paper, to enhance their market profitability. Ultra-soft toilet paper is designed to be exceptionally gentle on the skin, providing a comfortable and luxurious user experience. Its reduced abrasiveness lowers the risk of skin irritation or discomfort. For example, in October 2023, Charmin, a US-based tissue paper brand, launched Ultra Soft rolls of toilet paper. This product is crafted to be soft on the skin, offering a more absorbent and two-ply option that allows for less usage compared to other types of toilet paper.

In November 2022, Suzano, a Brazil-based paper and pulp producer, acquired Kimberly-Clark's sanitary paper business for an undisclosed amount. This acquisition is a key element of Suzano's growth strategy in the Brazilian sanitary paper market. The company is presently constructing a new paper factory in the state of Espírito Santo, with plans to increase the mill's capacity to 60,000 types of tissue in the two years following its commissioning. Kimberly-Clark's, a US-based manufacturing company, specializes in producing commercial toilet paper, including high-capacity jumbo rolls and standard-sized toilet paper.


Major companies operating in the toilet roll market report are Procter & Gamble, Unilever PLC, Henkel AG & Co. KGaA, Kimberly-Clark Corporation, Kleenex, Colgate-Palmolive Company, Reckitt Benckiser Group PLC, Georgia-Pacific LLC, Traidcraft Toilet Tissue, Essity AB, The Clorox Company, Church & Dwight Co. Inc., Cascades Inc., Angel Soft, Kirkland Signature, Seventh Generation Inc., Coronet, Windsoft, Caprice Green Toilet Paper, Charmin Ultra Soft, Green Forest Unscented Bathroom, Lotus Toilet Tissue, Naturelle Toilet Tissue, Nouvelle Toilet Tissue, Quilted Northern Ultra Plush, Scott Extra Soft, Soft 'N Gentle, Tesco Value Toilet Paper, Velvet Toilet Tissue, White Cloud. Asia-Pacific was the largest region in the toilet roll market in 2023. North America was the second largest region in the global toilet roll market analysis. The regions covered in the toilet roll market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

Toilet rolls come in different types, including 1 ply, 2 ply, 3 ply, and others. The 1 ply toilet paper consists of a single layer of paper. These products, whether made from pulp paper or recycled paper, are available through both online and offline channels. The end users encompass households and commercial users.

The toilet roll market research report is one of a series of new reports that provides toilet roll market statistics, including toilet roll industry global market size, regional shares, competitors with a toilet roll market share, detailed toilet roll market segments, market trends and opportunities, and any further data you may need to thrive in the toilet roll industry. This toilet roll market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The countries covered in the toilet roll market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The toilet roll market consists of sales of chemical pulp, bleach, fiber, and wood pulp. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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