Global Toilet Paper Market– Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (One-ply, Two-ply, and Others), By End User (Household, Commercial), By Distribution Channel (Hypermarkets/Supermarkets, Departmental Stores, Online, and Others (Direct Sales, Convenience Stores, etc.)), By Region, By Competition Forecast & Opportunities 2024-2032
Published Date: November - 2024 | Publisher: MIR | No of Pages: 320 | Industry: Consumer Goods and Retail | Format: Report available in PDF / Excel Format
View Details Buy Now 2890 Download Sample Ask for Discount Request CustomizationGlobal Toilet Paper Market– Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type (One-ply, Two-ply, and Others), By End User (Household, Commercial), By Distribution Channel (Hypermarkets/Supermarkets, Departmental Stores, Online, and Others (Direct Sales, Convenience Stores, etc.)), By Region, By Competition Forecast & Opportunities 2024-2032
| Forecast Period | 2024-2032 |
| Market Size (2022) | USD30.12 Billion |
| CAGR (2023-2028) | 4.7% |
| Fastest Growing Segment | Two-ply |
| Largest Market | North America |
Market Overview
The global Toilet Paper market has valued at USD30.12 billion in 2022 and is anticipated to project robust growth in the forecast period with a CAGR of 4.7% through 2028.
Home care products, including toilet care, are extensively utilized for household maintenance and to meet the health requirements of individuals. The proliferation of germs, dirt, microorganisms, and other contaminants on surfaces has led to various diseases and conditions. As a result, the innovation and development of new products have launched novel approaches to maintaining home hygiene. The introduction of advanced technology devices that incorporate toilet care disinfectants and cleaners has simplified the cleaning process and utilization of home care products. These factors contribute to the growth of the toilet paper market during the forecast period.
The increasing population, urbanization, and improving living standards in emerging economies are among the key drivers fueling the demand for toilet paper products. Additionally, a growing awareness of hygiene and sanitation, especially in light of the COVID-19 pandemic, has contributed to the increased consumption of toilet paper globally. Toilet paper products can be categorized into various types, including one-ply, two-ply, scented, recycled, and premium toilet paper. While one-ply toilet paper holds a significant market share due to its affordability, other segments such as premium and recycled toilet paper are gaining traction due to their eco-friendly features.
Key Market Drivers
Rising Population and Urbanization
Growing Awareness of Hygiene and Sanitation
With a greater emphasis on personal hygiene and cleanliness, the awareness about the importance of using toilet paper has increased. Toilet paper provides a convenient and hygienic solution for maintaining cleanliness in the bathroom. Moreover, rising concerns about infectious diseases and the need to maintain proper sanitation practices have also boosted the demand for toilet paper.
Changing Lifestyles and Consumer Preferences
Changing lifestyles, including an increased focus on convenience and comfort, have significantly impacted the global toilet paper market. Consumers are looking for soft, absorbent, and eco-friendly toilet paper options. Manufacturers are innovating and introducing new products that cater to these preferences, such as recycled and sustainable toilet paper.
Improving Disposable Income
The growing disposable income levels across various regions have contributed to the expansion of the toilet paper market. As consumers have more purchasing power, they are willing to spend on premium and high-quality toilet paper products.
Shift Towards Online Retail Channels
The rise of e-commerce platforms and online retail channels has played a crucial role in expanding the reach of toilet paper products. Consumers can conveniently purchase toilet paper online, which has increased accessibility and availability. Online platforms also provide a wider variety of brands and product options, allowing consumers to choose according to their preferences.
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Key Market Challenges
Supply Chain Disruptions
The toilet paper market has been significantly affected by disruptions in the supply chain. The COVID-19 pandemic highlighted the vulnerabilities in the supply chain, leading to panic buying and stockpiling of toilet paper. Manufacturers faced challenges in meeting the sudden surge in demand, resulting in shortages and distribution bottlenecks.
Raw Material Availability
The toilet paper industry heavily relies on a steady supply of raw materials, particularly wood pulp. However, the market is facing challenges due to the increasing environmental concerns surrounding deforestation and sustainability. These concerns have led to stricter regulations on logging practices, impacting the availability and cost of raw materials for toilet paper production.
Price Volatility
The toilet paper market has experienced price volatility due to fluctuations in raw material costs, transportation expenses, and market demand. Rapid changes in these factors can significantly impact the profitability of manufacturers and suppliers, making it challenging to maintain stable pricing in the market.
Intense Competition
The global toilet paper market is highly competitive, with numerous manufacturers vying for market share. This intense competition puts pressure on companies to differentiate their products and offer competitive pricing. Smaller players may find it difficult to compete with larger, well-established brands, leading to market consolidation.
Shift in Consumer Preferences
The evolving consumer preferences and changing lifestyle trends pose challenges to the toilet paper market. Consumers are increasingly opting for eco-friendly and sustainable alternatives, such as recycled toilet paper or bidets. This shift in preference requires manufacturers to adapt their product offerings and invest in sustainable practices to meet changing consumer demands.
Rising Operational Costs
Toilet paper manufacturers face rising operational costs, including labor, energy, and packaging materials. Fluctuating costs in these areas can impact profit margins and hinder market growth. Additionally, manufacturers need to invest in advanced technologies and machinery to improve efficiency and reduce costs, further adding to operational expenses.
Environmental Concerns
The toilet paper industry faces scrutiny due to its impact on the environment. The production and disposal of toilet paper contribute to deforestation and waste generation. Increasing awareness and regulations regarding sustainable practices are pressuring manufacturers to adopt environmentally friendly production processes, use recycled materials, and explore alternatives to traditional toilet paper.
Market Saturation in Developed Regions
Developed markets, such as North America and Europe, are experiencing market saturation in terms of toilet paper consumption. High market penetration, slow population growth, and pricing pressures pose challenges for manufacturers to achieve substantial growth in these regions. To combat this, companies are focusing on product innovation, marketing strategies, and expanding into emerging markets.
Hygiene and Health Concerns
The COVID-19 pandemic has highlighted the importance of hygiene and health practices, including handwashing and sanitization. While toilet paper is an essential hygiene product, the market may face challenges if consumers prioritize other hygiene practices or switch to alternative solutions like bidets or wet wipes.
Key Market Trends
Increased Demand
Sustainability and Eco-Friendly Products
Premium and Value-added Products
Online Retail and E-commerce
The toilet paper market has witnessed a significant shift towards online retail platforms and e-commerce sales. Convenience, wider product range, and doorstep delivery options have contributed to the increasing popularity of online purchasing.
Innovation in Packaging
Companies are focusing on innovative packaging solutions to enhance product convenience and sustainability. Single-use and travel-sized packaging options are gaining traction, making it easier for consumers to carry toilet paper while on the go.
Rising Disposable Income and Urbanization
Market Expansion in Emerging Economies
Segmental Insights
Type
The global toilet paper market is indeed driven by the one-ply segment, which holds a significant market share. There are several factors contributing to the demand for one-ply toilet paper. Affordability and cost-effectiveness are key drivers for both consumers and businesses. One-ply toilet paper is generally more economical compared to two-ply or thicker varieties, making it an attractive option for price-conscious consumers. Additionally, businesses such as hotels, restaurants, and office buildings often opt for one-ply toilet paper due to its lower cost and the need to supply large quantities.
End Use Insights
The residential sector plays a significant role in fueling the toilet paper market. With a growing global population and increasing urbanization, the demand for toilet paper continues to rise. The residential sector, which includes households and residential buildings, constitutes a major consumer base for toilet paper products. Factors such as improving standards of living, increasing disposable income, and changing consumer preferences have contributed to the consistent demand for toilet paper in residential settings. Additionally, the COVID-19 pandemic further escalated the demand for toilet paper as people stocked up on essential items, including hygiene products. Toilet paper manufacturers and retailers have responded to this demand by offering a wide range of options, including different ply counts, softness levels, and eco-friendly alternatives. They have also launched innovative packaging solutions and convenient formats to cater to the needs of residential consumers.
Distribution Channel Insights
The global toilet paper market is experiencing significant growth, propelled by the increasing popularity of online distribution channels. With more consumers embracing the convenience and accessibility of online shopping, the demand for purchasing toilet paper online has surged. This trend has become a major driving force behind the expansion of the industry, complementing traditional offline distribution channels such as supermarkets, hypermarkets, convenience retailers, and more. The online distribution channel offers a wide range of options and competitive prices, attracting a larger customer base and further fueling the market's growth. As technology continues to advance and e-commerce becomes more prevalent, the online distribution channel is expected to play an even more pivotal role in shaping the future of the global toilet paper market.
Regional Insights
North America currently dominates the global toilet paper market, followed by Europe and the Asia-Pacific region. However, emerging economies in the Asia-Pacific region, particularly China and India, are experiencing significant market growth. The North American market for toilet paper is well-established and mature, with a higher level of product penetration and consumption compared to other regions. Europe also has a strong presence in the market, driven by factors such as a high standard of living and hygiene-conscious consumers.
In recent years, the Asia-Pacific region has witnessed substantial growth in the toilet paper market. Rapid urbanization, increasing disposable incomes, and evolving consumer preferences have contributed to this growth. Countries like China and India, with their large populations and rising middle class, present significant market opportunities for toilet paper manufacturers. Additionally, hygiene awareness campaigns and improved sanitation infrastructure in these regions have further fueled the demand for toilet paper products.
Recent Developments
- In 2023, Billerudhas launched a wrapping solution for toilet and kitchen rolls. They haveintroduced a wrapping solution specifically designed for toilet and kitchenpaper rolls. The machine glazed kraft paper is renewable, recyclable, andbiodegradable, aligning with the growing demand for sustainable andeco-friendly products in the market.
- In 2020,Accrol, a UK-based leading independent tissue converter, successfully completedthe acquisition of Leicester Tissue Company for a total of USD49 million. Thisstrategic move further solidifies Accrol's position in the private label retailtissue market, elevating its market share in the overall UK retail tissueindustry. The acquisition of LTC signifies a significant advancement thatpropels the expanded organization to outpace market growth, aligning seamlesslywith our "Brand Killers" growth plan. Leicester Tissue Company, anindependent UK-based manufacturer of toilet tissue and kitchen towel, is nowpart of our esteemed portfolio.
- In 2022, Morrisonshas announced the launch of paper-wrapped toilet and kitchen rolls as part oftheir commitment to reducing plastic packaging. These items are widelypurchased household essentials, and the paper packaging is certified by FSC.Additionally, the toilet paper and kitchen sheets themselves are made from 100%recycled paper. The new rolls and packaging are being manufactured at localsites in the UK using 100% renewable energy, further reducing their carbonfootprint.
Key Market Players
- ABC Tissue
- Wepa Hygieneprodukte GmBH
- Georgia-Pacific
- Procter & Gamble
- Suzano
- Absormex CMPC Tissue
- Kruger Products L.P.
- SOFIDEL
- Kimberly Clark
- Essity Actiebolag (Publ)
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