Market Overview:

Toilet Paper Is Expected to Grow at A Significant Growth Rate, And the Forecast Period Is 2023-2030, Considering the Base Year As 2022.

Toilet paper also known as toilet roll is a type of tissue paper and is considered an essential item among tissue papers. In the majority of developed nations, toilet paper has become a necessity for bathroom hygiene. It is a versatile product that is primarily used in bathrooms to clean up accidents and makeup.  Toilet paper is one of the most essential items in the bathroom. These papers are primarily divided into two groups: at home and away from home. Booming demand from both categories is supporting the expansion of the global market. Premium goods with embossed, ultra-soft, scented, and printed toilets are becoming more and more well-liked in developed nations.

Top Key Players in Toilet Paper Market:

  • Procter & Gamble Co. (U.S.)
  • Kimberly-Clark (U.S.)
  • Essity AB (Sweden)
  • Georgia-Pacific LLC (U.S.)
  • Hengan Group (China)
  • Sofidel Group (Italy)
  • Kruger Inc. (Canada)
  • Empresas CMPC S.A (Chile)
  • WEPA Hygieneprodukte GmbH (Germany)
  • Unilever (U.K.)
  • ABC Tissue (Australia)
  • Suzano (Brazil)
  • Absormex CMPC Tissue (U.S)
  • Caprice Paper Products Pty. Ltd. (Australia), and Other Major Players

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Market Dynamics and Factors:      

As incomes increase, consumers tend to have more disposable income, allowing them to spend more on non-essential products such as toilet paper. Higher disposable income leads to greater purchasing power and an increased willingness to invest in products that offer comfort and convenience, including premium and specialized toilet paper options. With growing awareness about hygiene and sanitation, consumers have become more conscious about personal cleanliness and maintaining a healthy lifestyle. Toilet paper plays a crucial role in personal hygiene, as it is an essential product used daily for cleanliness after using the toilet. The COVID-19 pandemic, in particular, has heightened hygiene consciousness worldwide, leading to increased demand for toilet paper and related hygiene products. Consumer preferences have also evolved, with a shift towards softer, absorbent, and environmentally friendly toilet paper options.


With numerous brands competing in the market, product innovations allow companies to differentiate their offerings from competitors. By introducing unique features, such as improved softness, enhanced strength, or innovative packaging, companies can attract consumers who are looking for novel and improved toilet paper options. Innovative products often provide added value to consumers. For example, the introduction of toilet paper with moisture or lotion-infused sheets offers enhanced comfort and a refreshing experience. Similarly, the development of eco-friendly alternatives made from recycled materials or with biodegradable properties appeals to environmentally conscious consumers.

The Report Will Include A Major Chapter

  • Patent Analysis
  • Regulatory Framework
  • Technology Roadmap
  • BCG Matrix
  • Heat Map Analysis
  • Price Trend Analysis
  • Investment Analysis

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Key Industry Development:

In Nov 2022, P&G India, the Indian unit of American consumer goods company Procter & Gamble, launched a fund in which it allocated Rs 200 crore to invest in technology-led solutions to solve business problems. The P&G Technovate Fund covered solutions that aimed to improve the firm’s capability across various verticals, including brand building and awareness, consumer research, go-to-market, and supply chain.

In Feb 2022, Kimberly-Clark Professional™ announced the launch of its ICON™ dispenser collection. The collection features a unique dispenser that offers interchangeable and customizable faceplate options, providing commercial washrooms with an elevated level of sophistication and enhanced functionality. This dispenser is the first of its kind in the market, allowing businesses to personalize their washroom aesthetics while maintaining practicality.

Toilet Paper Market Report Highlight:

  • By Type, the two-ply segment holds a larger market share, due to its balance of softness and strength. Consumers often prefer two-ply toilet paper for its comfort and durability.
  • By Application, the Household segment is estimated to develop the fastest, due to Rising population, urbanization, and changing consumer preferences further supporting the dominance of the Household segment in the market.
  • By Distribution Channel, Online Segment is estimated to develop the fastest. This is attributed to the convenience and ease of online shopping for consumers. The growth of e-commerce platforms has further facilitated the dominance of online sales in the toilet paper industry.
  • The North American region is expected to have the highest share of the Toilet Paper market over the projected period. Their strong presence is driven by established brands, extensive distribution networks, and high consumer demand.

Central to our report are the company profiles and competitive analysis, providing insights into market players’ overview, market roles, and operating business segments. We evaluate their financial performance, production volume, sales volume, and sales margin while highlighting recent market developments. Our market research offers invaluable intelligence and strategic insights to drive informed decision-making. By capitalizing on emerging opportunities and understanding the competitive landscape, our report empowers businesses to thrive in the Global Toilet Paper Market.

Toilet Paper Market Segmentation:

By Type

  • One-ply
  • Two-ply
  • Others

By Application

  • Household
  • Healthcare
  • Hospitality
  • Others

By Distribution Channel

  • Online
  • Offline

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Report Coverage:


                Report Details

Base Year


Forecast Period


Historical Data


Key Opportunities

Increasing Product Innovations

Key Market Drivers:

Rise in Incomes and More Hygiene Consciousness

For this report, Introspective Market Research has segmented the Toilet Paper Market based on region:

Regional Outlook (Revenue in USD Million; Volume in Units, 2023-2030)

North America

  • US
  • Canada
  • Mexico

Eastern Europe

  • Bulgaria
  • The Czech Republic
  • Hungary
  • Poland
  • Romania
  • Rest of Eastern Europe

Western Europe

  • Germany
  • UK
  • France
  • Netherlands
  • Italy
  • Russia
  • Spain
  • Rest of Western Europe

Asia Pacific

  • China
  • India
  • Japan
  • South Korea
  • Malaysia
  • Thailand
  • Vietnam
  • The Philippines
  • Australia
  • New Zealand
  • Rest of APAC

Middle East & Africa

  • Turkey
  • Bahrain
  • Kuwait
  • Saudi Arabia
  • Qatar
  • UAE
  • Israel
  • South Africa

South America

  • Brazil
  • Argentina
  • Rest of SA

Scope of the Report:

The latest research on the Toilet Paper market provides a comprehensive overview of the market for the years 2023 to 2030. It gives a comprehensive picture of the global Toilet Paper industry, considering all significant industry trends, market dynamics, competitive landscape, and market analysis tools such as Porter’s five forces analysis, Industry Value chain analysis, and PESTEL analysis of the Toilet Paper market. Moreover, the report includes significant chapters such as Patent Analysis, Regulatory Framework, Technology Roadmap, BCG Matrix, Heat Map Analysis, Price Trend Analysis, and Investment Analysis which help to understand the market direction and movement in the current and upcoming years. The report is designed to help readers find information and make decisions that will help them grow their businesses. The study is written with a specific goal in mind to give business insights and consultancy to help customers make smart business decisions and achieve long-term success in their particular market areas.

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