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The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD billion " for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The offline segment is estimated to witness significant growth during the forecast period. The market encompasses a range of hygiene and safety products, including tissue products, such as 2 ply toilet paper. This market caters to both B2B and B2C sectors, with distribution channels including offline and e-commerce platforms. Offline channels consist of specialty stores, hypermarkets, supermarkets, convenience stores, and clubhouse stores, as well as department stores. Specialty stores, which include brand-owned outlets, multi-brand stores, and household hygiene product stores, offer a diverse selection of toilet paper brands and price points. Companies can utilize these channels for marketing, advertising, promotions, brand building, training, and IT support.
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The offline segment was the largest and was valued at USD 21.99 billion in 2018. Hypermarkets, supermarkets, convenience stores, and clubhouse stores represent the second-largest category within the offline distribution channel. These retailers offer competitive pricing and a wide range of brands and stock-keeping units (SKUs). Additionally, the market includes various types of toilet papers, such as embossed, ultra-soft, fragranced, printed toilet tissues, flushable toilet papers, greener products, and sustainable bath tissues. These offerings cater to various consumer preferences and needs, including those related to health and wellness, household essentials, and the hospitality industry's hygiene requirements. Online buying methods, such as bidet toilets, rolled, and folded toilet papers, have also gained popularity, particularly during periods of panic buying and travel and tourism. The ply count, ranging from one to four-ply, influences the product's quality, durability, and price point. Sustainable toilet papers, made from recycled fibers and FSC-certified tissue fiber, cater to the growing demand for eco-friendly alternatives.
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North America is estimated to contribute 36% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The market encompasses a wide range of hygiene and safety products, including tissue products such as 2 ply toilet paper. This market caters to both Business-to-Business (B2B) and Business-to-Consumer (B2C) segments through various channels, including offline stores and e-commerce platforms. Raw materials used in producing toilet papers include tissue fiber, which can be derived from deforestation or more sustainable sources like recycled fibers and FSC-certified tissue fiber. At-home use of premium products like embossed, ultra-soft, fragranced, printed toilet tissues, and flushable toilet papers continues to drive market growth. Commercial facilities in the hospitality industry and other sectors have specific hygiene requirements, making them significant consumers of toilet papers. Online buying methods have gained popularity, with bidet toilets, rolled, and folded toilet papers available in various ply counts. In the context of health and wellness, sustainable toilet papers made from recycled fibers and sustainable bath tissues are increasingly preferred. The travel and tourism industry also contributes to the demand for toilet papers. Amidst the ongoing pandemic, there has been a surge in panic buying of household essentials, including toilet papers. Hygiene packaging plays a crucial role in ensuring product safety and consumer convenience.
Our researchers analyzed the data with 2023 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Growing concerns about health and hygiene are notably driving market growth. The market is witnessing significant growth due to the increasing population and heightened awareness towards personal hygiene, particularly in developing countries. Urbanization and rising disposable incomes have led to a shift in consumer behavior and preferences, with an emphasis on premium and high-absorbency tissue products. Manufacturers are capitalizing on this trend by expanding their market reach to regions with high demand for hygiene products.
The healthcare sector, in particular, presents a lucrative opportunity for growth, as the importance of maintaining good health and hygiene continues to gain prominence. Panic purchasing during health crises has also contributed to the market's growth, as consumers prioritize stocking up on essentials such as toilet paper. Thus, such factors are driving the growth of the market during the forecast period.
Adoption of sustainable manufacturing by companies is the key trend in the market. Companies in the consumer tissue market, including those specializing in toilet paper, are responding to growing concerns within the healthcare sector and among consumers for more sustainable business practices. To address environmental issues, they are investing in innovative packaging materials that replace plastic, reducing their carbon footprint. Sustainable manufacturing processes are also being adopted, such as sourcing wood from responsibly managed forests.
For instance, Essity Aktiebolag, a significant player in the market, announced in 2021 its commitment to using 85% renewable or recycled materials for its packaging by 2025. This shift towards sustainability is a response to increasing consumer demand for eco-friendly products and the need for premium tissue products with high absorbency rates. Panic purchasing during the pandemic has further emphasized the importance of having a reliable supply of these essential items. Thus, such trends will shape the growth of the market during the forecast period.
Fluctuation in raw material prices is the major challenge that affects the growth of the market. The market is experiencing a significant challenge due to the shortage of recovered fiber, a key raw material used in its production. According to industry reports, over half of the world's paper and boards are manufactured using recovered fiber. However, the current status of paper pulp recovery in many countries is alarming, and it is predicted to reach exhaustion during the forecast period. This shortage will significantly impact the production of consumer tissue products, including toilet paper.
The healthcare sector, in particular, may be affected as toilet paper is a necessity in this industry. Premium toilet paper brands may also experience increased production costs due to the scarcity of raw materials. Panic purchasing by consumers during the pandemic has further exacerbated the situation. The absorbency rate of toilet paper is another critical factor that may be affected by the shortage of recovered fiber. Overall, the global market is facing a significant challenge due to the raw material shortage, which may impact the availability and affordability of this essential consumer product. Hence, the above factors will impede the growth of the market during the forecast period
The market forecasting report includes the adoption lifecycle of the market, covering from the innovator's stage to the laggard's stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth analysis strategies.
Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
Caprice Paper Products Pty Ltd.. - The company offers a wide range of toilet paper such as Caprice green jumbo toilet paper, Caprice interfold toilet tissue, and Caprice jumbo toilet paper roll.
The market research and growth report also includes detailed analyses of the competitive landscape of the market and information about key companies, including:
Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
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Market Scope |
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Report Coverage |
Details |
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Page number |
134 |
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Base year |
2023 |
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Historic period |
2018 - 2022 |
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Forecast period |
2024-2028 |
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Growth momentum & CAGR |
Accelerate at a CAGR of 4.83% |
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Market Growth 2024-2028 |
USD 9.43 billion |
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Market structure |
Fragmented |
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YoY growth 2023-2024(%) |
4.37 |
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Regional analysis |
North America, Europe, APAC, South America, and Middle East and Africa |
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Performing market contribution |
North America at 36% |
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Key countries |
US, China, Germany, Canada, and Japan |
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Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
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Key companies profiled |
Asia Pulp and Paper APP Sinar Mas., Caprice Paper Products Pty Ltd., Cascades Inc., Clearwater Paper Corp., Empresas CMPC S.A., Essity AB, Hengan International Group Co. Ltd., Kimberly Clark Corp., Koch Industries Inc., Kruger Inc., Matera Paper Co. Inc., Naturelle Consumer Products LTD., Orchids, Seventh Generation Inc., Sofidel Group, The Procter and Gamble Co., Traidcraft, Unilever PLC, Velvet CARE sp. z o.o., and WEPA Hygieneprodukte GmbH |
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Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for market forecast period |
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Customization purview |
If our market report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
We can help! Our analysts can customize this market research report to meet your requirements. Get in touch
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Distribution Channel
7 Customer Landscape
8 Geographic Landscape
9 Drivers, Challenges, and Opportunity/Restraints
10 Competitive Landscape
11 Competitive Analysis
12 Appendix
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