Toilet Paper Market by Distribution Channel and Geography - Forecast and Analysis 2022-2026

Toilet Paper Market Forecast 2022-2026

The toilet paper market share is expected to increase to USD 10.53 billion from 2021 to 2026, and the market's growth momentum will accelerate at a CAGR of 5.36%. The market report also offers information on several market players, including Asia Pulp and Paper Sinar Mas., Caprice Paper Products Pty Ltd., Cascades Inc., Clearwater Paper Corp., CMPC SA, Essity Aktiebolag, 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 S.P.A. AND SOFFASS S.P.A. DPO, Traidcraft, Unilever PLC, Velvet CARE sp. z o.o., WEPA Hygieneprodukte GmbH, and The Procter and Gamble Co. among others.

What will the Toilet Paper Market Size be During the Forecast Period?

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The market encompasses a range of tissue products essential for household hygiene requirements. With advancements like Air Drying (TAD) and eTAD technologies, manufacturers produce premium toilet papers known for their softness and absorbency, meeting consumer demands for quality. These products include flushable toilet papers suitable for septic systems, offering convenience and environmental sustainability. Available in various forms like tissue papers and facial tissues, they cater to diverse hygiene needs and are widely distributed through retail stores worldwide. As indispensable household essentials, toilet papers play a significant role in maintaining sanitation and comfort for consumers globally.

Market Dynamics

The market is driven by consumer preferences and the diverse needs of building owners, hotels, and AFH businesses. E-commerce platforms facilitate convenient B2B sales alongside supermarket and hypermarket retail outlets. Consumer demand for renewable and recycled paper drives innovation, with technologies like TAD and eTAD offering premium products. Bidets are gaining traction for enhanced hygiene, while flushable options cater to septic systems. Manufacturers focus on addressing concerns like rashes and irritation, meeting household essential needs. The market continues to expand to meet evolving hygiene requirements, offering a range of tissue products including toilet paper, facial tissues, and more across various retail stores. The growing concerns about health and hygiene is notably driving the market growth, although factors such as the fluctuation in raw material prices may impede the market growth. The holistic market trends and analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Market Driver

• One of the key factors driving growth in the market is the growing concerns about health and hygiene.
• In recent times, emerging economies such as those in APAC have been experiencing a change in purchasing behavior and habits of consumers.
• The higher discretionary income, the high brand penetration and the availability of a wide range of products on online portals are influencing the purchasing behavior of consumers nowadays. 
• Factors such as the increasing population and growing awareness about hygiene in developing countries will positively impact the global market.
• Manufacturers focus on expanding their market to countries where the demand for hygiene products is high.
• The pandemic led to an increase in the demand for health and hygiene products, which positively impacted the market during 2020-2021.

Significant Market Trends

• The adoption of sustainable manufacturing by vendors is a market trend that is expected to have a positive impact in the coming years.
• Vendors are investing in innovating product packaging materials that can replace plastic to address these growing environmental concerns and reduce their carbon footprints.
• Vendors are adopting sustainable manufacturing processes, including procurement of wood from sustainable forestry.
• The growing concerns regarding the level of sustainable business operations are compelling vendors to adopt sustainable manufacturing processes.
• Essity, one of the key players in the global market, announced the adoption of a sustainable manufacturing process in 2021. It includes the use of 85% of the company's packaging from renewable or recycled materials by 2025.
• The adoption of sustainable manufacturing by vendors ensures consumers that the products are manufactured using eco-friendly methods. This will increase the adoption among consumers, which, in turn, will drive the growth of the global market.

Major Market Challenge

• The fluctuation in raw material prices will be a major challenge for the market during the forecast period. The major raw material used is paper pulp.
• The paper pulp recovery status of many countries has reached an alarming stage, which will ultimately reach the exhaustion stage during the forecast period.
• More than half of the paper and boards produced in the world use recovered fiber. As a result, there is a huge shortage of this fiber that is used for manufacturing.
• The limited availability of raw materials can worsen in the coming years. Thus, manufacturers' products are facing rising material costs such as paper and pulp.
• The fluctuation in raw materials prices will negatively impact the profit margin of vendors, which, in turn, will hamper the growth of the market.

This market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the market trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.

Who are the Major Companies?

The report analyzes the market's competitive landscape and offers information on several market players, including:

• Asia Pulp and Paper Sinar Mas.
• Caprice Paper Products Pty Ltd.
• Cascades Inc.
• Clearwater-Paper Corp.
• CMPC SA
• Essity Aktiebolag
• 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 S.P.A. AND SOFFASS S.P.A. DPO
• Traidcraft
• Unilever PLC
• Velvet CARE sp. z o.o.
• WEPA Hygieneprodukte GmbH
• The Procter and Gamble Co.

This statistical study of the market encompasses successful business strategies deployed by the key players. The market is fragmented and the vendors are deploying growth strategies such as acquisition of new brands, partnerships, and collaborations to compete in the market. 

The market forecast report offers in-depth insights into key company profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

Which are the Key Regions for Market?

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30% of the market's growth will originate from APAC during the forecast period. China and Japan are the key markets in APAC. Market growth in this region will be faster than the growth of the market in the European, North American, and South American regions.

North America is another region showing major market growth. The launch of products, the increasing use of online platforms to purchase household hygiene products by end-users, and augmenting awareness about the availability and the increasing adoption will facilitate the market growth in APAC over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

Market Segmentation

The distribution channels for the market encompass a variety of avenues catering to diverse consumer needs. From 1 ply toilet paper to 2 ply toilet paper, products are readily available through traditional brick-and-mortar outlets such as supermarkets, hypermarkets, and retail stores, meeting consumer preferences for convenience and accessibility. Additionally, E-commerce platforms serve as a burgeoning channel, offering a wide range of toilet paper options for purchase online, appealing to tech-savvy consumers and those seeking home delivery. Building owners, hotels, and Away From Home (AFH) businesses procure toilet paper through B2B sales channels, ensuring a steady supply for commercial use. Moreover, with increasing environmental consciousness, there is a growing demand for renewable and recycled paper toilet products, further expanding distribution channels to include eco-friendly alternatives. However, with the rising popularity of bidets as an alternative to traditional toilet paper, distribution channels may need to adapt to changing consumer preferences to address concerns related to rashes and irritation.

By Distribution Channel

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The market share growth by the offline segment will be significant during the forecast period. Hypermarkets and supermarkets offer a variety of brands and stock-keeping units (SKUs) at competitive prices. Convenience, SKUs, and brand variety are some factors considered while purchasing products from hypermarkets, supermarkets, convenience stores, and clubhouse stores. The availability of all products at a single store is the major factor considered by consumers for buying products.

Market Analyst Overview

.The market encompasses diverse segments, catering to various consumer needs and preferences. Building owners, including hotels and Away From Home (AFH) businesses, rely on B2B toilet paper sales to meet hygiene requirements. With the rise of E commerce platforms, consumers can conveniently purchase both 1 ply and 2 ply toilet paper through online retail outlets. Consumer preference leans towards premium products, including those made from recycled paper and utilizing renewable energy in production. Innovations like Bidets and Air Drying (TAD) Technology offer alternatives to traditional tissue products, addressing concerns such as rashes and irritation. However, the market also sees demand for flushable toilet papers compatible with septic systems, ensuring convenience while maintaining environmental sustainability. As household essential goods, tissue papers and facial tissues remain indispensable items in retail stores worldwide.

The market reflects a spectrum of consumer preferences and environmental concerns. From traditional pulp paper to ultra-soft and fragranced variants, there's a wide array of options available, catering to personal hygiene needs both at-home and away-from-home. With deforestation and global warming concerns, the rise of eco-friendly toilet paper made from recycled fibers gains momentum, utilizing innovations like eTAD Technology to reduce environmental impact. However, the market faces challenges such as clogging and the need for rationing resources. Established brands like Charmin, Bounty, and Puffs compete in both commercial and mature markets, supplying resorts, restaurants, and households alike with embossed and printed toilet tissues. As consumers become more conscious of sustainability, the demand for environmentally responsible toilet paper continues to grow.

Market Scope
Report Coverage	Details
Page number	120
Base year	2021
Forecast period	2022-2026
Growth momentum & CAGR	Accelerate at a CAGR of 5.36%
Market growth 2022-2026	USD 10.53 billion
Market structure	Fragmented
YoY growth (%)	3.92
Regional analysis	North America, Europe, APAC, South America, and Middle East and Africa
Performing market contribution	APAC at 30%
Key consumer countries	US, Canada, China, Japan, and Germany
Competitive landscape	Leading companies, Competitive strategies, Consumer engagement scope
Key companies profiled	Asia Pulp and-Paper Sinar Mas., Caprice-Paper Products Pty Ltd., Cascades Inc., Clearwater Paper Corp., CMPC SA, Essity Aktiebolag, 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 S.P.A. AND SOFFASS S.P.A. DPO, Traidcraft, Unilever PLC, Velvet CARE sp. z o.o., WEPA Hygieneprodukte GmbH, and The Procter and Gamble Co.
Market dynamics	Parent market analysis, Market forecasting, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, market growth analysis of the forecast period
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Market Report?

• CAGR of the market during the forecast period 2022-2026
• Detailed information on factors that will drive market growth during the next five years
• Precise estimation of the market size, market growth and forecasting, and its contribution to the parent market
• Accurate predictions on market growth and trends and changes in consumer behavior
• The growth of the industry across North America, Europe, APAC, South America, and Middle East and Africa
• A thorough market research and growth analysis of the market's competitive landscape and detailed information on vendors
• Comprehensive market analysis and report details on the factors that will challenge the growth of market vendors

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