Toilet Roll Market Report 2026

The toilet roll market size has grown strongly in recent years. It will grow from $18.86 billion in 2025 to $19.99 billion in 2026 at a compound annual growth rate (CAGR) of 6%. The growth in the historic period can be attributed to rising urban population density, increasing household hygiene awareness, expansion of commercial sanitation facilities, availability of recycled paper processing technologies, growth of organized retail distribution.

The toilet roll market size is expected to see strong growth in the next few years. It will grow to $25.96 billion in 2030 at a compound annual growth rate (CAGR) of 6.7%. The growth in the forecast period can be attributed to increasing demand for sustainable hygiene products, rising penetration of e-commerce sales, growing focus on eco-friendly personal care items, expansion of hospitality and healthcare infrastructure, increasing product differentiation through softness and strength. Major trends in the forecast period include increasing adoption of recycled and bamboo-based toilet rolls, rising demand for multi-ply and premium quality products, growing preference for online distribution channels, expansion of hygienic and soft-touch paper variants, enhanced focus on biodegradable and flush-safe designs.

The growth in global tourism and hospitality activities is anticipated to drive the expansion of the toilet roll market in the coming years. Tourism and hospitality encompass the worldwide movement of individuals for leisure or business purposes, along with services offered by hotels, resorts, restaurants, and other accommodation establishments. The tourism and hospitality sector is experiencing growth due to the relaxation of international travel restrictions and the revival of cross-border mobility, encouraging both leisure and business travelers to travel more frequently and in greater numbers. Toilet rolls play a critical role in supporting tourism and hospitality by maintaining hygiene, sanitation, and guest comfort across hotels, resorts, airports, and other high-footfall locations. For example, in February 2024, according to the United Nations World Tourism Organization (UNWTO), a Spain-based specialized agency of the United Nations, global international tourist arrivals reached an estimated 1.28 billion in 2023, representing a 34% increase compared to 2022. Consequently, the rise in global tourism and hospitality activity is contributing to the growth of the toilet roll market.

Key players operating in the toilet rolls market are prioritizing product comfort innovations, such as ultra-soft toilet paper, to enhance consumer comfort, strengthen brand differentiation, and improve profitability. Ultra-soft toilet paper refers to toilet tissue produced through advanced fiber refinement and multi-ply construction to deliver a softer texture and improved absorbency, making it gentler on the skin during use. For instance, in October 2023, Charmin, a US-based consumer tissue paper brand, introduced its Ultra Soft toilet paper rolls, a premium hygiene offering designed to provide a comfortable and skin-friendly restroom experience, featuring two-ply construction, increased absorbency, and a plush, soft feel. Charmin Ultra Soft enhances user comfort, lowers the likelihood of skin irritation, and elevates perceived product quality among consumers seeking a more premium personal hygiene solution.

In May 2024, APRIL Group, a Singapore-based pulp and paper producer, acquired a controlling stake in Origami for an undisclosed amount. With this acquisition, APRIL seeks to enter India’s rapidly expanding consumer tissue market, expand its downstream tissue manufacturing capabilities, and reinforce its presence in household hygiene products. Origami Tissues Pvt. Ltd. is an India-based consumer tissue company engaged in the production of toilet rolls, paper towels, napkins, and other related hygiene paper products.

Major companies operating in the toilet roll market are 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 2025. 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, South East Asia, 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, Taiwan, 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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