The global toilet paper market size was USD 26.14 billion in 2019 and is projected to reach USD 49.91 billion by 2032, exhibiting a CAGR of 5.14% during the forecast period. Asia Pacific dominated the toilet paper market with a market share of 36.53% in 2019.
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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.)
Household Segment to Grow Rapidly Due to Rising Number of Nuclear Families
In 2019, the household segment accounted for 60.16% of the toilet paper market share. This growth is driven by the essential nature of toilet paper in daily use within homes. Additionally, the increasing trend of single-person households and nuclear families in urban areas is expected to boost this segment.
Surging Number of Hospitality Facilities to Favor Growth in Europe
Asia Pacific: Generated USD 9.55 billion in 2019. Rapid industrialization and urbanization are leading to improved restroom facilities, boosting demand.
North America: Anticipated to grow significantly due to rising disposable incomes in Canada and the U.S.
Europe: Set to see increased usage driven by the growing number of hospitality facilities.
Pandemic Accelerates Growth Due to Panic Buying
The COVID-19 pandemic led to a surge in demand for toilet paper as panic buying ensued. Governments worldwide implemented lockdowns and social distancing measures, further increasing demand. For instance, Kimberly-Clark's first-quarter sales in 2020 reached USD 1.7 billion, a 13% increase from 2019.
Rising Working-class Population to Spur Demand
The travel and tourism industry is expanding, driving demand for toilet paper in hospitality settings such as restaurants, resorts, and hotels due to heightened hygiene standards. The growing working-class population is also expected to increase usage in corporate offices. The U.S. Census Bureau reported an increase in business establishments from 7,860,674 in 2017 to 7,912,405 in 2018. However, the rising popularity of bidet toilets could limit demand.
Key Players Invest in New Production Facilities
Manufacturers are investing heavily in developing new production facilities to meet rising demand. For example:
September 2020: Andritz AG received an order from Guangdong Hengan Paper Co., Ltd. for four tissue machines to produce premium-quality handkerchiefs, toilet, facial, and napkin tissue from virgin market pulp.
The global toilet paper market is expected to witness steady growth driven by increasing hygiene consciousness, demographic changes, and technological advancements in production facilities. Key players are expanding their production capacities to meet the rising demand.
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