Toilet Roll Industry Forecast 2025-2034: Market Expansion, Trends, and Competitive Landscape

 

The toilet roll market size has grown strongly in recent years. It will grow from $18.17 billion in 2024 to $19.5 billion in 2025 at a compound annual growth rate (CAGR) of 7.3%.  The growth in the historic period can be attributed to population growth and urbanization, changing consumer lifestyles, promotional and marketing strategies, economic factors and affordability, health and hygiene awareness.

The toilet roll market size is expected to see strong growth in the next few years. It will grow to $25.98 billion in 2029 at a compound annual growth rate (CAGR) of 7.4%.  The growth in the forecast period can be attributed to growing e-commerce and online retailing, environmental sustainability concerns, innovation in product design and packaging, pandemic-driven buying patterns, hygiene and sanitation practices. Major trends in the forecast period include integration of smart and IoT features, expansion of e-commerce channels for purchases, partnerships with charitable causes and sustainability initiatives, introduction of travel-friendly and compact options, premiumization with high-end and luxury varieties.

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What are the top drivers to the rising demand in the toilet roll market?
The rise in tourism and hospitality is expected to propel the growth of the toilet roll market going forward. Tourism and hospitality refer to the industries focused on providing travel, accommodation, and related services for people visiting destinations for leisure, business, or cultural experiences. Tourism and hospitality are rising due to increasing global disposable incomes, improved transportation options, and a growing desire for unique travel experiences. Tourism and hospitality require toilet rolls to meet essential hygiene standards and provide a comfortable experience for guests in accommodations, restaurants, and other facilities. For instance, in May 2023, according to a report published by the United Nations World Tourism Organization, a Spain-based specialized agency, in the first quarter of 2023, international tourist arrivals rebounded, reaching 80% of pre-pandemic levels, with approximately 235 million travelers, marking more than a twofold increase compared to the same period in 2022. The tourism sector demonstrated remarkable resilience, as revised data for 2022 revealed that over 960 million international tourists ventured abroad last year. This achievement translates to a recovery of two-thirds (66%) of pre-pandemic levels, showcasing the industry's capacity to rebound and regain momentum. Therefore, the rise in tourism and hospitality is driving the growth of the toilet roll market.

How is the toilet roll market segmented?
The toilet roll market covered in this report is segmented –
1) By Product: Pulp Paper, Recycled Paper
2) By Type: 1 Ply, 2 Ply, 3 Ply, Other Types
3) By Distribution Channel: Online Channel, Offline Channel
4) By End User: Household, Commercial

Subsegments:
1) By Pulp Paper: Virgin Pulp Toilet Rolls, Bamboo Toilet Rolls
2) By Recycled Paper: 100% Recycled Toilet Rolls, Mixed Paper Toilet Rolls

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Who are the top competitors in the toilet roll market?
Major companies operating in the toilet roll market include  Procter & Gamble, Kimberly-Clark Corporation, Kleenex, Georgia-Pacific LLC, Traidcraft Toilet Tissue, Essity AB, Cascades Inc., Angel Soft, Kirkland Signature, Seventh Generation Inc., Coronet, Windsoft, Caprice Green Toilet Paper, Charmin Ultra Soft, Green Forest Unscented Bathroom, Lotus Toilet Tissue, Naturelle Toilet Tissue, Nouvelle Toilet Tissue, Quilted Northern Ultra Plush, Scott Extra Soft, Soft 'N Gentle, Tesco Value Toilet Paper, Velvet Toilet Tissue, White Cloud

What significant trends should we anticipate in the toilet roll market over the forecast period?
Companies in the toilet roll market are increasingly using through air drying (TAD) technology, a high standard technology to produce paper. Toilet paper produced using TAD technology makes it suitable for rolled products and has high absorbency with improved properties of bulk. Ultra toilet paper is produced using TAD technology in which during drying the paper air is blown into the fibers. US is extensively using TAD technology in the production of tissue papers. For instance, Valmet is using eTAD Technology which produces soft, improved bulk and absorbency products with lower energy consumption and a sustainable process. This will give access to premium and ultra-premium tissue markets to the tissue manufacturers.

Which regional trends are influencing the toilet roll market, and which area dominates the industry?
The countries covered in the toilet roll market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Canada, Italy, Spain

What Does The Toilet Roll Market Report 2025 Offer?
The toilet roll market research report from The Business Research Company offers global market size, growth rate, regional shares, competitor analysis, detailed segments, trends, and opportunities.

The toilet roll refers to a toilet paper that is used as a sanitary paper. Toilet paper is a narrow, roll-shaped piece of sanitary paper used for washing or drying oneself after urinating and defecating. These are made from recycled paper or fresh leaves pulp and used for cleaning and maintaining personal hygiene, which are disposable and easily degradable products.

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