Market Insights Consumer Tissue & Hygiene Paper

Toilet Paper - Worldwide

Worldwide

In 2024, the revenue in the Toilet Paper market worldwide is an impressive US$113.80bn.
Looking ahead, the market is projected to experience an annual growth rate of 5.80% (CAGR 2024-2028).
When comparing global figures, it is notable that in China generates the highest revenue, reaching US$24,300m in 2024.
On a per person basis, the revenue generated in the Toilet Paper market amounts to US$14.68 in 2024, taking into account Worldwidewide population.
Looking at the volume of the Toilet Paper market, it is expected to reach 54.7bn kg units by 2028.
Furthermore, the segment is projected to show a volume growth of 3.5% in 2025.
On average, each person is expected to consume 14.7kg units of toilet paper in 2024.
Despite worldwide demand for toilet paper, developing countries like India and Nigeria face challenges in meeting the needs of their large populations.

Key regions: United States, Worldwide, Australia, Philippines, Indonesia

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Analyst Opinion

Toilet paper is an essential consumer product and the demand for it remains steady, despite the economic and health crisis caused by the COVID-19 pandemic. The toilet paper market has experienced a significant increase in demand since the start of the pandemic, as consumers stockpiled the product in response to fears of shortages.

In the coming years, the toilet paper market is expected to grow at a moderate pace, driven by rising populations and urbanization in developing countries. The increasing demand for environmentally friendly and sustainable products is expected to drive the demand for recycled toilet paper, which is a relatively untapped market. Additionally, the growing popularity of e-commerce platforms for grocery shopping is expected to increase the sales of toilet paper through online channels. Moreover, the increasing focus on hygiene and cleanliness is expected to drive the demand for high-quality toilet paper, which has a soft texture, high absorbency, and is free from harsh chemicals. This will open up opportunities for premium toilet paper brands to capture market share from budget-oriented brands.

The toilet paper market is expected to experience steady growth in the coming years, driven by the increasing demand for sustainable and premium products, as well as the growth of e-commerce channels. However, companies need to be aware of consumer preferences and adjust their strategies accordingly, to remain competitive in the market.

Methodology

Data coverage:

The data encompasses B2C enterprises. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations such as population, consumer spending, and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, multiple forecasting techniques based on different forecasting methods, such as Autoregressive Integrated Moving Average (ARIMA) and exponential trend smoothing, can provide the most accurate forecasts.

Additional notes:

The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level.