Toilet Paper Market Report and Forecast 2025-2034

According to this report, the global toilet paper market size reached approximately USD 71.37 billion in 2024. Aided by the growing emphasis on hygiene and sanitation, alongside the increasing demand for sustainable paper products, the market is projected to grow at a CAGR of 5.4% between 2025 and 2034, reaching a value of around USD 119 billion by 2034.

Toilet paper is an essential household commodity used for personal hygiene. It is widely used across residential, commercial, and institutional settings, with various grades and qualities to cater to different consumer needs. The market has experienced consistent growth due to the rising awareness of personal hygiene, the rapid urbanisation in developing countries, and the growing number of households. Furthermore, the increased focus on sustainability and eco-friendly products is contributing to the shift towards more environmentally responsible toilet paper options, including recycled and bamboo-based varieties.

The market is further supported by continuous innovation in the production process and product offerings, such as toilet paper with enhanced softness, strength, and durability. Additionally, advancements in the manufacturing of toilet paper using sustainable materials and processes have driven the toilet paper market growth, particularly as consumers become more conscious of environmental issues.

One of the primary factors driving the market is the increasing emphasis on hygiene and sanitation, particularly in developing regions. Governments and health organisations across the world have implemented various campaigns to promote personal hygiene practices, which has led to a rise in the use of toilet paper. The COVID-19 pandemic, in particular, highlighted the importance of maintaining hygiene, which drove a surge in demand for toilet paper globally.

In developing economies, increasing urbanisation and improved living standards have contributed to the widespread adoption of toilet paper as a basic hygiene product. As more people migrate to urban areas, the demand for household essentials, including toilet paper, has seen a significant rise. Moreover, rising disposable incomes in these regions have enabled consumers to opt for premium toilet paper products that offer enhanced softness, thickness, and other value-added features, consequently driving up the toilet paper market share.

The demand for toilet paper in commercial and institutional settings, such as hotels, restaurants, and healthcare facilities, has also grown considerably. With increasing global tourism and the expansion of the hospitality sector, the need for high-quality and durable toilet paper in public and commercial spaces is on the rise. The healthcare sector, in particular, requires large quantities of toilet paper to maintain hygiene standards in hospitals, clinics, and care facilities. This increasing demand from commercial and institutional users is expected to contribute significantly to the growth of the market.

In recent years, there has been a growing demand for eco-friendly and sustainable toilet paper options, driven by the increasing awareness of environmental issues and the need to reduce deforestation. Traditional toilet paper production often relies on virgin wood pulp, which can contribute to deforestation and habitat destruction. As a result, consumers and manufacturers are seeking alternative materials and more sustainable production processes to reduce the environmental impact of toilet paper.

As per the toilet paper market analysis, recycled toilet paper, which is made from post-consumer paper products such as newspapers and office paper, has gained popularity as an eco-friendly alternative. Recycled toilet paper requires less energy and water to produce compared to virgin pulp toilet paper and reduces the demand for new raw materials. Additionally, the production of recycled toilet paper generates fewer greenhouse gas emissions, making it a more sustainable option.

Another emerging trend in the market is the use of bamboo as a raw material for toilet paper production. Bamboo is a fast-growing and renewable resource that requires less water and fewer pesticides compared to traditional tree-based pulp. Bamboo toilet paper is known for its strength and softness, making it a viable alternative to conventional toilet paper. As consumers become more environmentally conscious, the demand for bamboo-based toilet paper is expected to grow, particularly in regions where sustainability is a priority.

On of the notable toilet paper market trends is the growing popularity of zero-waste and plastic-free lifestyles which has prompted manufacturers to adopt eco-friendly packaging solutions for toilet paper products. Many brands are transitioning to packaging made from recycled paper or biodegradable materials, reducing the environmental footprint of their products. This shift towards sustainable packaging is further enhancing the appeal of eco-friendly toilet paper among environmentally conscious consumers.

Market Segmentation

The global toilet paper market can be divided based on type, end use, distribution channel, and region.

Market Breakup by Type

• 1 Ply
• 2 Ply
• Others

Market Breakup by End Use

• Residential
• Commercial

Market Breakup by Distribution Channel

• Hypermarkets/Supermarkets
• Convenience Stores
• Online Channels
• Others

Market Breakup by Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East and Africa

Competitive Landscape

The report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the global toilet paper market. Some of the major players explored in the report are as follows:

• The Procter & Gamble Company
• Kimberly-Clark Corporation
• Essity AB
• Koch Industries, Inc.
• Unilever plc
• Zeina Group
• Aditya Birla Group (Century Textiles and Industries Limited)
• Lotus Tissue Papers Products
• WEPA Professional
• Aktül Kagit Üretim Pazarlama AS
• Others