Toilet Roll Global Market Report 2026

A toilet roll, also known as toilet paper, serves as a sanitary paper utilized for washing or drying oneself after urinating and defecating. It is a narrow, roll-shaped piece of sanitary paper crafted from either recycled paper or fresh leaves pulp, providing a disposable and easily degradable solution for maintaining personal hygiene.

Toilet rolls come in different types, including 1 ply, 2 ply, 3 ply, and others. The 1 ply toilet paper consists of a single layer of paper. These products, whether made from pulp paper or recycled paper, are available through both online and offline channels. The end users encompass households and commercial users.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report's Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

Tariffs are impacting the toilet roll market by increasing costs of imported pulp, recycled paper inputs, packaging materials, and paper processing machinery used in large-scale manufacturing. Regions such as North America and Europe are affected by higher raw material costs due to cross-border pulp sourcing, while Asia-Pacific faces pricing pressure on export-oriented paper products. These tariffs are contributing to higher consumer prices and margin pressures for manufacturers. However, they are also encouraging domestic pulp sourcing, local recycling initiatives, and investments in regional paper production capacity to stabilize long-term supply chains.

The toilet roll market research report is one of a series of new reports from The Business Research Company that provides toilet roll market statistics, including toilet roll industry global market size, regional shares, competitors with a toilet roll market share, detailed toilet roll market segments, market trends and opportunities, and any further data you may need to thrive in the toilet roll industry. This toilet roll market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The toilet roll market size has grown strongly in recent years. It will grow from $18.86 billion in 2025 to $19.99 billion in 2026 at a compound annual growth rate (CAGR) of 6.0%. The growth in the historic period can be attributed to rising urban population density, increasing household hygiene awareness, expansion of commercial sanitation facilities, availability of recycled paper processing technologies, growth of organized retail distribution.

The toilet roll market size is expected to see strong growth in the next few years. It will grow to $25.96 billion in 2030 at a compound annual growth rate (CAGR) of 6.7%. The growth in the forecast period can be attributed to increasing demand for sustainable hygiene products, rising penetration of e-commerce sales, growing focus on eco-friendly personal care items, expansion of hospitality and healthcare infrastructure, increasing product differentiation through softness and strength. Major trends in the forecast period include increasing adoption of recycled and bamboo-based toilet rolls, rising demand for multi-ply and premium quality products, growing preference for online distribution channels, expansion of hygienic and soft-touch paper variants, enhanced focus on biodegradable and flush-safe designs.

The growth in global tourism and hospitality activities is anticipated to drive the expansion of the toilet roll market in the coming years. Tourism and hospitality encompass the worldwide movement of individuals for leisure or business purposes, along with services offered by hotels, resorts, restaurants, and other accommodation establishments. The tourism and hospitality sector is experiencing growth due to the relaxation of international travel restrictions and the revival of cross-border mobility, encouraging both leisure and business travelers to travel more frequently and in greater numbers. Toilet rolls play a critical role in supporting tourism and hospitality by maintaining hygiene, sanitation, and guest comfort across hotels, resorts, airports, and other high-footfall locations. For example, in February 2024, according to the United Nations World Tourism Organization (UNWTO), a Spain-based specialized agency of the United Nations, global international tourist arrivals reached an estimated 1,286 million in 2023, representing a 34% increase compared to 2022. Consequently, the rise in global tourism and hospitality activity is contributing to the growth of the toilet roll market.

Key players operating in the toilet rolls market are prioritizing product comfort innovations, such as ultra-soft toilet paper, to enhance consumer comfort, strengthen brand differentiation, and improve profitability. Ultra-soft toilet paper refers to toilet tissue produced through advanced fiber refinement and multi-ply construction to deliver a softer texture and improved absorbency, making it gentler on the skin during use. For instance, in October 2023, Charmin, a US-based consumer tissue paper brand, introduced its Ultra Soft toilet paper rolls, a premium hygiene offering designed to provide a comfortable and skin-friendly restroom experience, featuring two-ply construction, increased absorbency, and a plush, soft feel. Charmin Ultra Soft enhances user comfort, lowers the likelihood of skin irritation, and elevates perceived product quality among consumers seeking a more premium personal hygiene solution.

In May 2024, APRIL Group, a Singapore-based pulp and paper producer, acquired a controlling stake in Origami for an undisclosed amount. With this acquisition, APRIL seeks to enter India's rapidly expanding consumer tissue market, expand its downstream tissue manufacturing capabilities, and reinforce its presence in household hygiene products. Origami Tissues Pvt. Ltd. is an India-based consumer tissue company engaged in the production of toilet rolls, paper towels, napkins, and other related hygiene paper products.

Major companies operating in the toilet roll market are 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

Asia-Pacific was the largest region in the toilet roll market in 2025. North America was the second largest region in the global toilet roll market analysis. The regions covered in the toilet roll market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.

The countries covered in the toilet roll market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The toilet roll market consists of sales of chemical pulp, bleach, fiber, and wood pulp. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

Toilet Roll Market Global Report 2026 from The Business Research Company provides strategists, marketers and senior management with the critical information they need to assess the market.

This report focuses toilet roll market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.

Reasons to Purchase

• Gain a truly global perspective with the most comprehensive report available on this market covering 16 geographies.
• Assess the impact of key macro factors such as geopolitical conflicts, trade policies and tariffs, inflation and interest rate fluctuations, and evolving regulatory landscapes.
• Create regional and country strategies on the basis of local data and analysis.
• Identify growth segments for investment.
• Outperform competitors using forecast data and the drivers and trends shaping the market.
• Understand customers based on end user analysis.
• Benchmark performance against key competitors based on market share, innovation, and brand strength.
• Evaluate the total addressable market (TAM) and market attractiveness scoring to measure market potential.
• Suitable for supporting your internal and external presentations with reliable high-quality data and analysis
• Report will be updated with the latest data and delivered to you within 2-3 working days of order along with an Excel data sheet for easy data extraction and analysis.
• All data from the report will also be delivered in an excel dashboard format.

Where is the largest and fastest growing market for toilet roll ? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The toilet roll market global report from the Business Research Company answers all these questions and many more.

The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

• The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
• The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
• The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
• The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
• The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
• The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
• The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
• The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
• Market segmentations break down the market into sub markets.
• The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
• Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
• The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
• The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.

Scope

• Markets Covered:1) By Product: Pulp Paper; Recycled Paper
• 2) By Ply: 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
• Companies Mentioned: 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
• Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
• Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
• Time Series: Five years historic and ten years forecast.
• Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita,
• Data Segmentations: country and regional historic and forecast data, market share of competitors, market segments.
• Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
• Delivery Format: Word, PDF or Interactive Report
• + Excel Dashboard
• Added Benefits
• Bi-Annual Data Update
• Customisation
• Expert Consultant Support

Added Benefits available all on all list-price licence purchases, to be claimed at time of purchase. Customisations within report scope and limited to 20% of content and consultant support time limited to 8 hours.