Toilet Paper Market Share, Market Analysis, Key Players, Demand, Industry Statistics, Growth Trends by 2032

The global toilet paper market is gaining significant momentum, largely due to the rising awareness of deforestation associated with paper pulp production. According to a new report by Fortune Business Insights™, titled “Toilet Paper Market Size, Share & COVID-19 Impact Analysis, and Regional Forecast, 2020–2027,” the market was valued at USD 26.14 billion in 2019 and is projected to reach USD 38.34 billion by 2027, exhibiting a compound annual growth rate (CAGR) of 4.9% during the forecast period.

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Key Players in the Toilet Paper Market

The report profiles several key players in the toilet paper market, including:

  • Procter & Gamble Co. (Cincinnati, U.S.)
  • Kimberly-Clark (Dallas, U.S.)
  • Essity AB (Stockholm, Sweden)
  • Georgia-Pacific LLC (Atlanta, U.S.)
  • Hengan Group (Jinjiang, China)
  • Sofidel Group (Porcari, Italy)
  • Kruger Inc. (Montreal, Canada)
  • Empresas CMPC S.A (Santiago, Chile)
  • WEPA Hygieneprodukte GmbH (Arnsberg, Germany)
  • Unilever (London, U.K.)

Market Segmentation

Household Segment to Grow Rapidly The household segment accounted for 60.16% of the toilet paper market share in 2019. This growth is driven by the increasing use of toilet paper as an essential daily commodity in homes. Additionally, the rising number of nuclear families and the trend of living alone in urban areas are contributing to the segment’s expansion.

Regional Insights

Europe: Leading the Charge with Hospitality Growth Europe is expected to see significant growth in toilet paper usage, supported by the increasing number of hospitality facilities in the region. The demand for toilet paper in restaurants, hotels, and resorts is surging due to heightened hygiene requirements.

Asia Pacific: Rapid Industrialization and Urbanization Asia Pacific generated USD 9.55 billion in revenue in 2019. Although per capita toilet paper usage is lower compared to other regions, rapid industrialization and urbanization are expected to drive demand as improved restroom facilities become more common.

North America: Increased Spending Power North America is also poised for significant growth, backed by the rising spending power of consumers in Canada and the U.S.

COVID-19 Impact

The COVID-19 pandemic accelerated the growth of the toilet paper market due to panic buying among consumers during the initial months of 2020. Lockdown measures and social distancing regulations further spiked the demand for toilet paper. For instance, Kimberly-Clark reported that its first-quarter sales in 2020 reached USD 1.7 billion, a 13% increase from the previous year.

Market Drivers and Restraints

Rising Working-Class Population The increasing working-class population and the expanding travel and tourism industry are expected to boost the demand for toilet paper in corporate sectors and hospitality facilities worldwide. Data from the U.S. Census Bureau showed that the total number of establishments grew from 7,860,674 in 2017 to 7,912,405 in 2018, indicating a rising need for hygiene products like toilet paper.

Popularity of Bidet Toilets Despite these growth factors, the rising popularity of bidet toilets may pose a challenge to the toilet paper market by limiting demand.

Competitive Landscape

Investments in Production Facilities Key players in the toilet paper market are focusing on expanding their production capacities by investing in new facilities. For example, in September 2020, Andritz AG secured a contract from Guangdong Hengan Paper Co., Ltd. to supply four tissue machines to its mill in China. These machines will produce premium-quality handkerchiefs, toilet, facial, and napkin tissues from virgin market pulp.


The global toilet paper market is set for steady growth, driven by increased hygiene consciousness, demographic changes, and technological advancements in production facilities. Key players are actively investing in expanding their production capacities to meet the rising global demand.

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