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Toilet Roll Market Size and Market Trends: Complete Industry Overview (2024 to 2031

Market Overview and Report Coverage

Toilet roll, also known as toilet paper, is a household essential used for personal hygiene and cleaning after using the toilet. The toilet roll market is expected to grow at a CAGR of % during the forecasted period due to the increasing awareness about cleanliness and hygiene among consumers. The market is also witnessing a surge in demand due to the growing population and rising disposable income levels.

The current outlook of the toilet roll market indicates a steady increase in demand for both traditional and premium toilet paper products. Manufacturers are focusing on developing eco-friendly and biodegradable toilet rolls to cater to the environmentally conscious consumer segment. The market is also witnessing the introduction of innovative features such as scented toilet papers, embossed designs, and multi-ply options.

The future of the toilet roll market looks promising with the increasing adoption of online purchasing platforms and the introduction of subscription-based models for toilet paper delivery. With the ongoing COVID-19 pandemic highlighting the importance of hygiene practices, the demand for toilet roll is expected to remain strong in the coming years.

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Market Segmentation

The Toilet Roll Market Analysis by types is segmented into:

  • Pulp Paper
  • Recycled Paper


The toilet roll market is divided into two main types: pulp paper and recycled paper. Pulp paper toilet rolls are made from virgin wood fibers, providing a soft and absorbent option. Recycled paper toilet rolls, on the other hand, are made from post-consumer waste paper, making them a more environmentally friendly choice. Both types of toilet rolls have their own set of benefits, with pulp paper being known for its luxurious feel and recycled paper being favored for its eco-friendly production process.

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The Toilet Roll Market Industry Research by Application is segmented into:

  • Household
  • Commercial


Toilet rolls are a commonly used product in both household and commercial settings. In households, toilet rolls are essential for personal hygiene and cleaning purposes, with a high demand due to daily use. In commercial markets such as restaurants, offices, and public facilities, toilet rolls are necessary for maintaining cleanliness and comfort for customers and employees. The toilet roll market caters to the needs of both household consumers and businesses, making it a versatile and in-demand product.

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In terms of Region, the Toilet Roll Market Players available by Region are:

North America:

  • United States

  • Canada


  • Germany

  • France

  • U.K.

  • Italy

  • Russia


  • China

  • Japan

  • South Korea

  • India

  • Australia

  • China Taiwan

  • Indonesia

  • Thailand

  • Malaysia

Latin America:

  • Mexico

  • Brazil

  • Argentina Korea

  • Colombia

Middle East & Africa:

  • Turkey

  • Saudi

  • Arabia

  • UAE

  • Korea

What are the Emerging Trends in the Global Toilet Roll market?

The global toilet roll market is witnessing several emerging and current trends. One of the major trends is the growing demand for eco-friendly and sustainable toilet paper made from recycled materials. Consumers are also showing a preference for premium and softer toilet paper with added features such as moisturizing properties or antibacterial qualities. Another trend is the increasing popularity of subscription-based toilet paper delivery services, offering convenience and consistency to consumers. Furthermore, manufacturers are focusing on innovative packaging designs and resealable packs to attract customers. Overall, the market is experiencing a shift towards more environmentally friendly and value-added products.

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Major Market Players

Procter & Gamble and Kimberly-Clark are two major players in the toilet roll market. Procter & Gamble is known for its popular brand Charmin, while Kimberly-Clark produces Cottonelle and Scott toilet paper. Both companies have a strong presence in the market and are constantly innovating to meet consumer demands and preferences.

In terms of market growth, the global toilet roll market size was valued at USD billion in 2020 and is expected to reach USD 66.23 billion by 2027, registering a CAGR of 3.3% during the forecast period. This growth is driven by factors such as increasing population, urbanization, and rising hygiene awareness.

Some of the latest trends in the market include the shift towards eco-friendly and sustainable toilet paper products, as consumers become more conscious of their environmental impact. Companies like Cascades and Sofidel are leading the way in producing recycled and biodegradable toilet paper options to meet this growing demand.

In terms of sales revenue, Procter & Gamble reported total sales of USD 76.12 billion in 2020, while Kimberly-Clark reported sales revenue of USD 19.8 billion in the same year. These figures highlight the significant market presence and financial performance of these companies.

Overall, the toilet roll market is competitive and dynamic, with key players like Procter & Gamble and Kimberly-Clark leading the way in innovation and market growth. As consumer preferences continue to evolve, companies must adapt and differentiate their products to stay ahead in the market.

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