Toilet Paper Market size was over USD 58.06 billion in 2024 and is anticipated to cross USD 102.89 billion by 2037, growing at more than 4.5% CAGR during the forecast period i.e., between 2025-2037. In the year 2025, the industry size of toilet paper is estimated at USD 60.15 billion. The rising health and wellness trend across the world will exponentially help the market to grow in the upcoming years. Healthcare is becoming a more important focus for tech firms, and start-ups in the field are expanding quickly as well. In 2020, 43% of Americans reported following a particular diet or eating pattern, up from 38% in 2019. Similarly, toilet papers are increasingly used by them after becoming more conscious about their health.
In addition, there is an increase in the expected growth rate of the toilet paper market by the end of 2036 due to the increasing e-commerce industry. As per the recent reports in 2022, e-commerce sales rose by 3% in Europe and 7% in the US and Asia. Furthermore, a virtual sales strategy has been used by over 90% of B2B organizations since 2020, as a result of enhanced process efficiencies and better controlling software.
Growth Drivers
Challenges
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Base Year |
2024 |
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Forecast Year |
2025-2037 |
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CAGR |
4.45 % |
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Base Year Market Size (2024) |
USD 58.06 billion |
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Forecast Year Market Size (2037) |
USD 102.89 billion |
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Regional Scope |
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Ply Count (One, Two, Three)
In toilet paper market, one segment is likely to dominate over 46% share by 2037 driven by the inexpensiveness of the one-ply toilet paper. One-ply papers are shown to be 22% more efficient than two-fold papers in the market survey. It's frequently utilized in business settings where clogged pipes from paper items that don't break down quickly might be a problem, such as airports, schools, etc. To discourage workers from sitting down at their desks too much in the hopes that they can hold it until they get home to the comforts of a two-ply supply, employers also frequently use single-ply.
Application (Household, Hotels, Restaurants, Malls, Cafes, Hospitals, Salons)
In toilet paper market, hospitals segment is predicted to hold more than 49% revenue share by 2037 led by the increasing requirement for patient hygiene in the healthcare sector across the world. The situation of hygiene in healthcare institutions is depicted in a sharper and more concerning light by the recently developed global estimate. 51% of healthcare institutions exceeded the requirements for basic hygiene services, even though 68% of them had hygiene facilities at points of care and 65% had handwashing stations with soap and water at the restrooms.
Type (Rolled, Folded)
In toilet paper market, rolled segment is estimated to hold over 80% revenue share by the end of 2037 on account of the conventional format that presents convenience in usage along with material refilling. 42 million tons of rolled toilet paper are used annually worldwide. If toilet paper were spread out, that would equate to roughly 184 billion rolls, or 22 billion kilometers, covering 2.2 million square kilometers. This entire roll of toilet paper could circle the earth once every ten minutes or make a round trip to the sun every seven days.
Our in-depth analysis of the global toilet paper market includes the following segments:
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Raw Material |
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Ply Count |
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Application |
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Type |
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Place Type |
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Distribution Channel |
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Packaging Type |
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End-User Industry |
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North American Market Statistics
By the end of 2037, North America region is expected to dominate around 44% toilet paper market share. This market growth will be credited to the rising demand for bathing tissues. This region produces more commercial or away-from-home tissue than any other place in the world, with an average production rate of almost 35%.
Within the consumer tissue, there is competition not only between brands but also between different product kinds in the region. For instance, products that offer more affordable answers to the daily requirements of Americans on a budget, like toilet paper, are putting more competitive pressure on paper napkins and facial tissues.
European Market Analysis
By 2037, Europe ABC toilet paper market in Europe region is anticipated to hold more than 27% revenue share and will hold the second position driven by technological advancement in manufacturing toilet papers in this region. Over the past twenty years, the premium segment in toilet paper has grown to represent 25% of the category's overall increase and 15% of all rolls consumed in France, yielding a 20% segment value share.
Precision manufacturing technology is a hallmark of Germany, a manufacturing and technical powerhouse. During the early stages of the business, the nation was instrumental in creating technology related to pulp and paper. This function has persisted into the twenty-first century, as Germany is home to numerous businesses that sell tissue production and convert technologies globally.
Procter & Gamble Co. created Mr. Clean, the household cleaning brand which is similar to indomitable cleaning power, is solving the requirements for cleaning efficiency and advantage and declared the launch of its newest creations - Magic Eraser Ultra Foamy and Magic Eraser Ultra Thick on April 10, 2024.
Kimberly-Clark Corporation declared on March 27, 2024, that Mike Hsu, Chairman, and Chief Executive Officer, and members of his executive management team are uncovered the next phase of the organization's conversion, comprising the latest functional model and main commercial undertakings planned to expand its brands and businesses at a quicker pace than its categories.
Author Credits: Parul Atri
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