GVR Report cover Toilet Paper Market Size, Share & Trends Report

Toilet Paper Market Size, Share & Trends Analysis Report By Type (1 Ply, 2 Ply, and Others), By Distribution Channel (B2B, B2C), By Region, And Segment Forecasts, 2022 - 2030

  • Report ID: GVR-4-68039-922-0
  • Number of Report Pages: 80
  • Format: PDF, Horizon Databook
  • Historical Range: 2017 - 2020
  • Forecast Period: 2022 - 2030 
  • Industry: Consumer Goods

Report Overview

The global toilet paper market size was estimated at USD 51.2 billion in 2021 and is anticipated to grow at a compounded annual growth rate (CAGR) of 4.4% from 2022 to 2030. The market growth is driven by the growing health and wellness trend among consumers globally. In addition, shifting consumer behavior patterns for home care products across the world is driving the market.

U.S. toilet paper market size, by type, 2020 - 2030 (USD Billion)

The global toilet paper supply chain and distribution channels were interrupted by the Coronavirus pandemic, which resulted in global closures and limitations. The toilet paper market, on the other hand, has reaped significant benefits from the lockdown and travel restrictions in many areas. Because of the pandemic restrictions, demand for at-home toilet paper is higher than the demand for toilet paper purchased elsewhere.

The global demand for hygiene and safety products is increasing, which has a substantial impact on the toilet paper industry. Owing to the soft nature of 2 ply toilet paper, it is popular among consumers. As a result, 2 ply toilet paper has a higher market penetration than other plies. On the other hand, single ply is also gaining consumer demand owing to its easy accessibility as well as its cost-effectiveness.

Type Insights

The 1 ply segment accounted for 46% of the global revenue share in 2021.1 ply toilet paper is made up of a single layer of paper. Single-ply toilet roll is often less expensive than other segments. The majority of the toilet paper manufacturers are located in North America and the Asia Pacific. Further, several companies operating in the industry have started to improve the absorbency rate of single-ply toilet rolls to cater to a larger set of consumers. For instance, as per a survey by One Poll, Americans during the pandemic preferred the usage of single-ply over the other types.

On the other hand, the 2 ply toilet paper segment is expected to grow at a CAGR of 5.5% over the forecast period. 2-ply roll is thicker and considered to be superior and is ideal for daily usage, because of its endurance and resilience. 

Distribution Channel Insights

The B2B segment is expected to grow at a CAGR of 3.1% over the forecast period. The products acquired by commercial organizations, building owners, and hotels are referred to as B2B or Away From Home (AFH) businesses. The nationwide lockdown affected the demand for B2B toilet paper sales even further.

The B2C segment dominated the market and accounted for 70.8% of the global revenue share in 2021. The B2C distribution channel (Stay-at-home) is sub-segmented into online and offline channels outlets like supermarkets, hypermarkets, retail outlets, and e-commerce platforms.

Global toilet paper market share, by distribution channel, 2021 (%)

Consumer preference for e-commerce is projected to fuel segment expansion and is expected to grow at a CAGR of 6.8% over the forecast period. Furthermore, the offline segment accounted for 76.4% of the global revenue market share in 2021.

Regional Insights

North America dominated the toilet paper market and accounted for a 43.1% share of global revenue in 2021. The U.S. leads the world in toilet paper consumption. The average American utilizes about 140 rolls of toilet paper each year. However, few European countries such as Germany and U.K. consumes 134 and 127 toilet roll per person.

The U.S. dominated the North American market in terms of revenue in 2021. According to a blog published by Alliance of American Manufacturing, approximately 90% of all toilet paper purchased in the U.S. is made on their own land, therefore pulp and papermakers in the U.S. work overtime to keep stores stocked. Furthermore, Asia Pacific is the leading manufacturer of raw materials used for toilet paper and it is expected to grow at the fastest CAGR over the forecast period.

Key Companies & Market Share Insights

Companies are focusing on increasing the production of toilet paper in order to expand their global market share. For instance, in November 2021, Kimberly Clark signed a Power Purchase Agreement to develop a new wind farm owned by Octopus Renewable Infra Trust, in Lanarkshire, Scotland. The new farm is expected to supply around 160,000 megawatt-hours of renewable energy per annum for the production of brands such as Andrex, Kleenex.

New product launches, innovation, agreements, geographical expansion, mergers & acquisitions are some of the key strategies adopted by the players to strengthen their position in the market and gain a higher market share. Some prominent players in the toilet paper market include:

  • Georgia-Pacific

  • Procter & Gamble

  • Kruger Products L.P.


  • Kimberly Clark

  • ABC Tissue

  • Wepa Hygieneprodukte GmBH

  • Suzano

  • Absormex CMPC Tissue

  • Essity Actiebolag (Publ)

  • Caprice Paper Products Pty. Ltd. 

Toilet Paper Market Report Scope

Report Attribute


Market size value in 2022

USD 53.3 billion

Revenue forecast in 2030

USD 75.6 billion

Growth rate

CAGR of 4.4% from 2022 to 2030 in terms of revenue

Base year for estimation


Historical data

2017 - 2020

Forecast period

2022 - 2030

Quantitative units

Revenue in USD million and CAGR from 2022 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Type, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country Scope

U.S.; Germany; U.K.; China; Japan; Brazil; South Africa

Key companies profiled

Georgia-Pacific; Procter & Gamble; Kruger Products L.P.; SOFIDEL; Kimberly Clark; ABC Tissue; Wepa Hygieneprodukte GmBH; Suzano; Absormex CMPC Tissue; Essity Actiebolag (Publ); Caprice Paper Products Pty. Ltd.

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Segments Covered in the report

This report forecasts revenue growth at global, regional & country levels and provides an analysis on the industry trends in each of the sub-segments from 2017 to 2030. For the purpose of this study, Grand View Research has segmented the global toilet paper market based on type, distribution channel, and region:

  • Type Outlook (Revenue, USD Million; 2017 - 2030)

    • 1 Ply

    • 2 Ply

    • Others

  • Distribution Channel Outlook (Revenue, USD Million; 2017 - 2030)

    • B2B

    • B2C

  • Regional Outlook (Revenue, USD Million; 2017 - 2030)

    • North America

      • U.S.

    • Europe

      • U.K.

      • Germany

    • Asia Pacific

      • China

      • Japan

    • Central & South America

      • Brazil

    • Middle East & Africa

      • South Africa

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