Toilet Roll Market Report 2025

The toilet roll market size has grown strongly in recent years. It will grow from $18.17 billion in 2024 to $19.5 billion in 2025 at a compound annual growth rate (CAGR) of 7.3%. The growth in the historic period can be attributed to population growth and urbanization, changing consumer lifestyles, promotional and marketing strategies, economic factors and affordability, health and hygiene awareness.

The toilet roll market size is expected to see strong growth in the next few years. It will grow to $25.98 billion in 2029 at a compound annual growth rate (CAGR) of 7.4%. The growth in the forecast period can be attributed to growing e-commerce and online retailing, environmental sustainability concerns, innovation in product design and packaging, pandemic-driven buying patterns, hygiene and sanitation practices. Major trends in the forecast period include integration of smart and IoT features, expansion of e-commerce channels for purchases, partnerships with charitable causes and sustainability initiatives, introduction of travel-friendly and compact options, premiumization with high-end and luxury varieties.

The growth of the tourism and hospitality sectors is projected to significantly boost the toilet roll market in the future. These industries focus on providing travel, accommodation, and various services to individuals visiting destinations for leisure, business, or cultural experiences. Factors such as rising global disposable incomes, improved transportation options, and an increasing appetite for unique travel experiences are contributing to the growth of tourism and hospitality. These sectors rely on toilet rolls to maintain essential hygiene standards and ensure a comfortable experience for guests in hotels, restaurants, and other facilities. For example, a report from the United Nations World Tourism Organization (UNWTO), published in May 2023, indicated that international tourist arrivals in the first quarter of 2023 rebounded to 80% of pre-pandemic levels, with approximately 235 million travelers, marking a more than twofold increase compared to the same period in 2022. Additionally, revised data for 2022 showed that over 960 million international tourists traveled abroad, representing a recovery of two-thirds (66%) of pre-pandemic levels. This resilience demonstrates the industry's ability to bounce back and regain momentum. Thus, the rise in tourism and hospitality is propelling the growth of the toilet roll market.

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.

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 include Procter & Gamble, Kimberly-Clark Corporation, Kleenex, Georgia-Pacific LLC, Traidcraft Toilet Tissue, Essity AB, 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 2024. 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. 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.

A toilet roll, also known as toilet paper, serves as a sanitary paper utilized for washing or drying oneself after urinating and defecating. It is a narrow, roll-shaped piece of sanitary paper crafted from either recycled paper or fresh leaves pulp, providing a disposable and easily degradable solution for maintaining personal hygiene.

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 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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