Toilet Tissue Market: Global Industry Analysis and Forecast (2024-2030)

The Toilet Tissue Market size was valued at USD 17.17 Bn in 2023 and the total Toilet Tissue Market revenue is expected to grow at a CAGR of 5.8 % from 2024 to 2030, reaching nearly USD 159.61Bn.
Toilet Tissue Market Overview:
Toilet tissue is a soft and disposable paper product that is usually used for personal hygiene purposes, especially in bathroom and toilet settings. It is designed to clean and dry the human body after using the toilet. It is manufactured from wood pulp or recycled paper fibers, which are processed and transformed into thin, absorbent sheets. It is cost-effective, easy to use, convenient, and widely available in rolls and individual sheets. As it assists in maintaining sanitation and comfort in daily life, the demand for the toilet tissue market is increasing across the globe.

In the Initial phase, in developed countries and a few other parts of the world, toilet paper has acquired popularity as an effective cleanser after defecation. It has been used in various service industries including hospitals, hotels, restaurants, malls, offices, schools, and colleges. Moreover, its popularity has gained traction in domestic locations.

A few decades earlier Toilet tissue was supposed to be a Western country product, but now various countries such as China, India, Brazil, Japan, and are gaining traction towards the usage of hygiene products including toilet tissues. China has emerged as a key tissue pulp importer from various countries which accounts for nearly 40% of the total paper pulp production. This has caused a shift in the toilet tissue industry towards Asia.

Advancements in distribution channels have given a boost to the Toilet tissue market. E-commerce websites such as Amazon, and Flipkart have started giving heavy discounts on the products as well as created a complex distribution network that has given access to the products to the end users living even in remote areas. This has ensured the affordability and availability of toilet tissue.

Although the toilet tissue industry is showing a bright future potential it has to face some restrains. One such restraint includes deforestation and environmental concerns. Tissue pulp is obtained from woods which leads to deforestation and loss of environmental balance. The toilet tissue industry is searching for more sustainable options in terms of raw materials. Companies have started some initiatives including recycling paper, bamboo wood pulp as an alternative, cloth fiber tissues, washable and reusable tissues, bagasse tissues, etc. These efforts are contributing towards a more sustainable future of the toilet tissue market.

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Toilet Tissue Market Dynamics
Toilet Tissue Market Import-Export Analysis:

Toilet paper was ranked 153rd amongst 1218 most traded products in 20222-23. The top importers of the toilet tissue market for the year 2023 were the USA, Germany, France, Canada, and the U.K. while top exporters were China, Germany, Poland, USA, and Italy respectively. While The USA topped the import list with the highest imports of around 10% of total global imports on the other hand china became the top exporter with total exports of around 16.1%.


Toilet Tissue Market Pricing Analysis:
The prices of toilet tissues have shown fluctuation in the recent past due to the unprecedented pandemic, which caused a ripple effect on every sector of the economy including the toilet tissue market. The pandemic caused a stockpiling of tissue which raised the demand and created an artificial shortage of stock. This skyrocketed the prices of toilet tissues during 2020-22. Currently, Toilet tissue prices are constant and comparable to the pre-pandemic level.



Drivers: Growth in Population

Various factors have contributed to the steady growth of the toilet paper industry worldwide. One of the main factors is the world's growing population, which inevitably raises the need for toilet paper and other personal hygiene goods. Due to its widespread usage in public restrooms and households as a basic hygiene commodity, toilet paper becomes more and more necessary as the population grows, particularly in metropolitan areas.



Growing Awareness: The growing consciousness of sanitation and personal hygiene is another aspect driving market expansion. Public health initiatives and media spread information, making people more aware of the need for hygiene, which has increased toilet paper usage. Some such initiatives include the United States World Toilet Day on 19 Nov, the WASH campaign by UNICEF, the Swaccha Bharat Mission by the Government of India, and many such initiatives are driving people towards Toilet tissue usage. Furthermore, as a result of changes in the global economy, more people can now buy basic sanitary items due to higher disposable incomes. This economic element is especially significant in developing nations where toilet paper market penetration is still growing.

Technological Advancements: Advancements in technology have also played a role in the growth of the toilet paper market. The quality of toilet paper now be improved by modern production techniques, making it stronger, softer, and more absorbent—all of which appeal to consumers who are looking for higher-quality goods. Furthermore, the manufacture of eco-friendly goods and the implementation of sustainable practices are drawing in environmentally concerned customers and are projected to sustainably propel market expansion.
Toilet paper is now easier to get than ever thanks to a variety of distribution outlets. The growth of e-commerce platforms and the development of retail stores has made it easier for people all over the world to buy toilet paper. The Toilet Tissue Market overall expansion has been greatly aided by this ease of purchase.

Opportunity:

Awareness in developing nations and Urbanization: The global toilet paper market is vast and diverse, serving diverse consumer demographics in different parts of the world. A promising segment within this market includes developing regions, where there is a growing adoption of Western hygiene standards. As urbanization and disposable incomes increase in these areas, there is a corresponding rise in demand for products like toilet paper. This trend opens up substantial Toilet Tissue Market opportunities for manufacturers to introduce their products to a fresh customer base that is increasingly valuing cleanliness and personal hygiene.

Hospitality and Service Sectors: Another viable market opportunity exists within the hospitality and service sectors, which rely heavily on a consistent supply of toilet paper for establishments like hotels, restaurants, office buildings, and public facilities. This sector often prefers bulk purchases and places importance on various attributes of toilet paper such as durability, ply count, and cost-efficiency. The hospitality sector strives to provide the best and unique service to cater to various customer needs. Many resorts and hotel chains are adopting eco-friendly and sustainable practices to reduce traditional toilet tissue paper and use eco-friendly toilet tissues. The global tourism market is continuously growing, although there was a dip due to the pandemic, the market is gaining its growth to the pre-pandemic level.



The eco-friendly market is a new trend: In developed markets, there is a growing segment of environmentally conscious consumers who are increasingly aware of environmental issues. This awareness has driven a higher demand for eco-friendly toilet paper products, which are 1either made from recycled materials or sourced from sustainably managed forests. Manufacturers have the opportunity to target this market by providing products that align with these environmental standards and by acquiring certifications that substantiate their sustainability claims. This approach allows manufacturers to appeal to consumers who prioritize ecological responsibility when making purchasing decisions.

Online Platforms: Online retail platforms have emerged as a substantial market channel for toilet paper sales. The convenience of home delivery and subscription services has prompted consumers to increasingly purchase essential household items, including toilet paper, through e-commerce channels. This evolving consumer behaviour presents toilet paper brands with a fresh opportunity to directly connect with customers. It also enables brands to leverage personalized branding and marketing strategies to effectively engage with their target audience through online platforms.

Institutional Sector: the institutional sector, encompassing hospitals, schools, and government facilities, has a substantial demand for toilet paper in large volumes. These institutions prioritize products that strike a balance between cost-effectiveness and quality. Suppliers capable of offering competitive pricing and dependable delivery for sizable orders stand to capture a steady and profitable market by catering to these establishments.

Restrains: Environmental Concerns

The production of toilet paper predominantly relies on the use of virgin wood pulp, which contributes to deforestation and environmental degradation. Even conservative estimates suggest that logging in the boreal releases 26 Billion metric tons of carbon annually due to emissions from the soils rich in carbon and the forest's diminished capacity to absorb carbon. Because toilet paper has such a short lifespan and quickly releases its residual carbon into the atmosphere, its effects are significantly more severe. Because of this, toilet paper manufactured from trees is said to have a three times greater climatic effect than toilet paper made from recycled materials. This is creating severe demand reduction as people from developed countries are searching for more eco-friendly alternatives to Toilet tissues.
Toilet Tissue Market Segment:
By Product Type:

1 Ply, 2 Ply, recycled, tree-free bamboo, biodegradable, and unbleached, etc. are some of the types of toilet tissues. As the number of plies increases the strength of the tissue increases.2-ply toilet tissue is expected to gain the highest market share over the forecasted period as it has more strength and is softer than single-ply.

Single-ply toilet tissue will still hold a significant portion of the market due to the shift in living trends and the shift in lifestyles. It is safest to avoid clogging the plumbing. 1-ply toilet paper is safe for recreational vehicles such as buses, boats, and motor homes.

By End User: Two segments of the market exist based on the distribution channel: B2B and B2C. Throughout the projection period, the business-to-business (B2B) category is anticipated to grow at a significant CAGR of xx%. Away-from-home, or B2B, businesses are companies, proprietors, and lodging facilities.

In the upcoming years, the business-to-customer (B2C) segment is expected to account for the biggest revenue share. Online and offline channels make up B2C. Supermarkets and hypermarkets are examples of offline channels. Supermarkets offer a large choice of diverse items at varied costs, whereas hypermarkets offer a variety of products at discounted rates.

Consumer preference for e-commerce is projected to fuel segment expansion and is expected to grow at a CAGR of xx% over the forecast period. Furthermore, the offline segment accounted for nearly xx% of the global revenue market share in 2023

By End User: Based on end-user industry can be further categorized into Healthcare, Hospitality, and Household. As hygiene awareness and affordability of toilet tissue are increasing, its usage in households is becoming prominent. That’s why in the forecasted period, the household category will dominate the market. The government's increased spending on healthcare is making healthcare services affordable for common people. This will give a boost to the hygiene infrastructure and lead to increased demand for hygiene products including toilet tissues.
Toilet Tissue Market, by Region:
North America is dominating the tissue paper market with around xx% market share in terms of value. The US is a major contributor among all. The average US household uses around 409 rolls of toilet paper per year. Approximately 90% of all toilet paper purchased in the U.S. is made on their land, therefore pulp and papermakers in the U.S. work overtime to keep stores stocked. This demand is shifting toward more eco-friendly options due to increased awareness in people regarding the adverse effects of deforestation for tissue pulp.

APAC region is one of the major players in the toilet tissue demand mainly due humongous demand size by China. In 2022 Brazil exported around 16 Billion tons of tissue pulp, around 48 % of the total export was to the Chinese market. This demand can be linked to increased hygiene awareness, increased per capita income, the Influence of Western culture, and increased availability of the products. Other countries such as India and Japan are showing growth in demand which is giving a boost to the toilet tissue market.

Europe has shown a major surge in the past two decades. This growth in Toilet tissue demand is linked with the development of the hospitality and tourism industry in the region. According to Eurostat the total number of nights spent in tourist accommodation has increased by 40% from 2005 to 2018. The total inbound tourism was around 750 Billion tourists in 2023. This shows tremendous growth potential for the Toilet Tissue Market in the upcoming years.
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Global Toilet Tissue Market


Report Coverage
Details


Base Year:
2023
Forecast Period:
2024-2030


Historical Data:
2018 to 2023
Market Size in 2023:
US $ 27.80 Bn.


Forecast Period 2024 to 2030 CAGR:
5.8%
Market Size in 2030:
US $ 48.26 Bn.


 Segments Covered:
by Product Type
1 Ply
2 Ply
Others


by End User
Healthcare
Hospitality
Household
Others


by Distribution Channel
B2B
B2C



Toilet Tissue Market, by Region
North America (United States, Canada, and Mexico)
Europe (UK, France, Germany, Italy, Spain, Sweden, Austria, and the Rest of Europe)
Asia Pacific (China, South Korea, Japan, India, Australia, Indonesia, Malaysia, Vietnam, Taiwan, Bangladesh, Pakistan, and the Rest of APAC)
Middle East and Africa (South Africa, GCC, Egypt, Nigeria, and the Rest of ME&A)
South America (Brazil, Argentina Rest of South America)
Toilet Tissue Market, Key Players:
1. Asia Pulp and Paper Group
2. Georgia-Pacific
3. Kimberly-Clark Corporation
4. Procter & Gamble Company
5. Hengan International Group Company Limited
6. CMPC S.A.
7. Cascades, Inc.
8. Jukebox Print Inc
9. Paper Mart Inc.
10. Svenska Cellulosa AB
11. Unicharm Corporation
12. Kruger
13. SOFIDEL
14. Suzano
15. Wepa Hygiene Product
16. Unilever
17. Clearwater Paper Corporation
18. Capprice Paper Products

FAQs:
1. What are the growth drivers for the Toilet Tissue Market?
Ans. Increasing customer awareness about hygiene and purchasing power of consumer.

2. What is the major restraint for the Toilet Tissue Market growth?
Ans. Environmental ill effect is a major restraint for the Toilet Tissue market growth

3. Which Region is expected to lead the global Toilet Tissue Market during the forecast period?
Ans. North America is expected to lead the global Toilet Tissue Market during the forecast period.

4. What is the projected global Toilet Tissue Market size & growth rate of the Toilet Tissue Market in 2023?
Ans. The Toilet Tissue Market size was valued at USD 17.17 Billion in 2023 and the total Annual revenue is expected to grow at a CAGR of 5.8% from 2024 to 2030, reaching nearly USD 159.6 Billion

5. What segments are covered in the Toilet Tissue Market report?
Ans. The segments covered in the Toilet Tissue Market report are based on product type, end-user, and distribution channel.