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Toilet Paper Products Market Size, Share, & Trends Analysis Report (2023 – 2030)
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Report Overview
The global toilet paper products market was valued at USD 247.5 billion in 2022 and is estimated to register a CAGR of 5.2% from 2023 to 2030. The rising demand for toilet paper products, associated with the rising population and increasing disposable income, is driving the growth of the market. The growing awareness regarding hygiene and sanitation, as well as the increasing demand for comfort, is further driving the demand for toilet paper products. Furthermore, the convenience and availability of toilet paper products in various forms, such as jumbo rolls, bulk packs, and mini packs, is also contributing to the growth of the market.
In the contemporary market, various manufacturers are introducing innovative products to capture a larger share of the market. For instance, in April 2021, Georgia-Pacific launched Angel Soft Ultra Professional Series 2-ply toilet paper, which is available in jumbo rolls, bulk packs, and mini-packs. The product is said to be soft, absorbent, and durable and ideal for high-traffic areas in homes and businesses. Also, manufacturers are introducing a variety of toilet paper products in the market, such as colored and scented toilet paper, to boost customer interest.
The availability of these products at an affordable price is further encouraging the growth of the market. For instance, in May 2021, Procter & Gamble introduced Charmin Ultra Soft Toilet Paper, which is said to be softer and more absorbent than other leading brands. The product is available in various sizes at an affordable price and is designed to meet the needs of all types of customers. The rising demand for premium toilet paper products is another factor expected to drive the growth of the market.
The rising trend of online shopping is providing manufacturers with an opportunity to increase their customer base and sales. For instance, in May 2021, Walmart launched an online store for toilet paper products, making it easier for customers to buy the products online. The online store is offering a wide variety of toilet paper products, such as jumbo rolls, mini packs, and bulk packs, at an affordable price. Furthermore, the increasing demand for eco-friendly toilet paper products is also driving the growth of the market.
Product Insights
The toilet paper segment accounted for the largest share of the market in 2022. The demand for toilet paper is driven by factors such as rising population, urbanization, and increasing disposable incomes. Toilet paper has become a staple in households and public places such as schools, offices, hospitals, and restaurants. Furthermore, the availability of various kinds of toilet paper in terms of size, shape, thickness, and quality is propelling the growth of the segment.
The wet wipes segment is expected to exhibit the fastest CAGR of 10.7% during the forecast period. Wet wipes are convenient and hygienic, which is encouraging consumers to purchase them. Additionally, the rising trend of using wet wipes for personal hygiene is augmenting the growth of the market. According to an article published by Mintel, in March 2020, around 40% of US consumers use wet wipes for a variety of personal hygiene needs. Furthermore, the increasing demand for flushable wet wipes is another factor contributing to the growth of the segment.
Distribution Channel Insights
The supermarkets and hypermarkets segment held the largest share of the global toilet paper product market in 2022. The supermarkets and hypermarkets segment accounted for a major share of the global toilet paper product market owing to the increasing preference among consumers for these stores as a primary source for purchasing toilet paper products. This is due to the presence of an extensive variety of toilet paper products with competitive prices. In addition, the convenience of visiting these stores for selecting and buying the products is also one of the key factors driving the growth of this segment.
The online segment is expected to register the highest CAGR over the forecast period. The increasing internet penetration and rising number of online shoppers are the major factors driving the growth of this segment. Furthermore, the availability of discounts and offers on online shopping websites and apps are the other factors contributing to the growth of the online segment. For instance, Amazon offers discounts on a wide range of toilet paper products.
Type Insights
The conventional toilet paper segment accounted for the largest revenue share of 70.7% in the year 2022. This is mainly due to the availability of conventional toilet paper in various sizes and designs, which are made from recycled fibers and are affordable. Moreover, the availability of one-ply and two-ply conventional toilet paper is also driving the segment’s growth. Furthermore, the increasing trend of hygiene and cleanliness among consumers is also driving the segment’s growth.
The premium toilet paper segment is anticipated to expand at the highest CAGR of 8.4% over the forecast period. This is mainly due to the increasing demand for toilet paper made from 100% recycled fibers, as it helps minimize the environmental footprint. Moreover, the availability of premium toilet paper in various sizes and designs is also driving the segment’s growth. Additionally, the increasing awareness about hygiene and cleanliness among consumers is also propelling the segment’s growth.
Regional Insights
North America dominated the market and accounted for the largest revenue share of over 34.2% in 2022. This can be attributed to the high standard of living, growing health consciousness, and rising demand for hygienic products in the region. In addition, the presence of major players in the region, such as Georgia-Pacific Corporation, Kimberly-Clark Corporation, and Procter & Gamble, is expected to drive the market growth in North America.
Europe is expected to witness the highest growth rate in the coming years. This can be attributed to factors such as increasing population, rising disposable income, and growing demand for hygienic products in the region. In addition, the growing awareness about eco-friendly products is expected to drive the market growth in Europe. For instance, in April 2021, Naty launched an eco-friendly toilet paper in the United Kingdom.
Financial Projections
In this part of the toilet paper products business plan we will provide a detailed breakdown of all income and expense categories of the business. These forecasts include cash flow projections and capital requirements for your toilet paper product business. Usually, these projections are drafted for a 5-year period.
Revenue Assumptions
The main source of revenues for a toilet paper product business comes from sales of the product itself, as well as any related products and services such as educational materials, subscription services, and more. Here you will find a list with a description of each of these and other possible sources of profit.
Projecting Expenses
In this section, all the regular expenses related to keeping the toilet paper product business running will be described. The list of operating expenses includes the cost of production, distribution, marketing, and labor, as well as other expenses such as insurance policies, advertising, and utilities.
Key companies & market share insights
Some of the major companies operating in the toilet paper market are increasingly focusing on product launches and expansion of the distribution channel to gain prominent visibility among consumers. Some of the initiatives are:
– In October 2022, Kimberly-Clark Corporation launched a new line of luxury toilet paper made with 100% recycled fiber.
– In September 2022, Georgia-Pacific Corporation launched a line of ultra-soft and ultra-absorbent toilet paper.
– In August 2022, Essity launched a line of toilet paper with enhanced softness and strength.
Some of the prominent players in the toilet paper market include:
– Procter & Gamble Co.
– Kimberly-Clark Corporation
– Georgia-Pacific Corporation
– Unicharm Corporation
– Essity
– Domtar Corporation
– Metsa Group
– Georgia-Pacific LLC
– CMPC
– Hengan International Group Company Limited
Global Kitchen Sinks Market Segmentation
This report forecasts growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global toilet paper products market based on product type, distribution channel, and region:
1. Product Type Outlook (Revenue, USD Million, 2017 – 2030)
– Toilet Paper Rolls
– Facial Tissue
– Paper Towels
– Others
2. Distribution Channel Outlook (Revenue, USD Million, 2017 – 2030)
– Supermarkets & Hypermarkets
– Online
– Others
3. Regional Outlook (Revenue, USD Million, 2017 – 2030)
– North America
– Europe
– Asia Pacific
– Central & South America
– Middle East & Africa
Frequently Asked Questions
[Q]: What is the Potential of Product Innovation in the Toilet Paper Market?
[A]: Product innovation is a key factor driving the growth of the toilet paper products market. Manufacturers are introducing various new products to meet the demands of consumers. For instance, to meet the demand for softness, companies are introducing ultra-soft and extra-soft toilet paper. In addition, companies are introducing toilet paper rolls with long-lasting sheets and are offering unique designs and colors to attract customers.
[Q]: Who are the Key Players in the Toilet Paper Products Market?
[A]: Key players in the toilet paper products market include Kimberly-Clark Corporation, Procter & Gamble Co., Angel Soft, Georgia-Pacific Consumer Products LP, Hengan Group, Cascades Inc., Metsä Group, Asia Pulp & Paper Company Ltd., WEPA, and Sofidel Group.
[Q]: Which Region Offers the Largest Opportunity for Sales of Toilet Paper Products?
[A]: Asia Pacific is expected to account for the largest share of the global toilet paper products market, due to the large population and increasing awareness among consumers about personal hygiene.
[Q]: What are the factors driving the toilet paper products market?
[A]: Factors such as increasing disposable income, growing urban population, increasing awareness about hygiene, and the increasing demand for eco-friendly toilet paper products are expected to drive the growth of the toilet paper products market.
Research Methodology
Impact Analytix employs a comprehensive and iterative research methodology focused on minimizing deviance in order to provide the most accurate estimates and forecasts possible. The company utilizes a combination of bottom-up and top-down approaches for segmenting and estimating quantitative aspects of the market. In Addition, a recurring theme prevalent across all our research reports is data triangulation which looks market from three different perspectives. Critical elements of the methodology employed for all our studies include:
Preliminary data mining
Raw market data is obtained and collated on a broad front. Data is continuously filtered to ensure that only validated and authenticated sources are considered. In addition, data is also mined from a host of reports in our repository, as well as a number of reputed paid databases. For a comprehensive understanding of the market, it is essential to understand the complete value chain and in order to facilitate this; we collect data from raw material suppliers, distributors as well as buyers.
Technical issues and trends are obtained from surveys, technical symposia, and trade journals. Technical data is also gathered from an intellectual property perspective, focusing on white space and freedom of movement. Industry dynamics with respect to drivers, restraints, and pricing trends are also gathered. As a result, the material developed contains a wide range of original data that is then further cross-validated and authenticated with published sources.
Statistical model
Our market estimates and forecasts are derived through simulation models. A unique model is created and customized for each study. Gathered information for market dynamics, technology landscape, application development, and pricing trends are fed into the model and analyzed simultaneously. These factors are studied on a comparative basis, and their impact over the forecast period is quantified with the help of correlation, regression, and time series analysis. Market forecasting is performed via a combination of economic tools, technological analysis, industry experience, and domain expertise.
Econometric models are generally used for short-term forecasting, while technological market models are used for long-term forecasting. These are based on an amalgamation of the technology landscape, regulatory frameworks, economic outlook, and business principles. A bottom-up approach to market estimation is preferred, with key regional markets analyzed as separate entities and integration of data to obtain global estimates. This is critical for a deep understanding of the industry as well as ensuring minimal errors. Some of the parameters considered for forecasting include:
Market drivers and restraints, along with their current and expected impact
Raw material scenario and supply v/s price trends
Regulatory scenario and expected developments
Current capacity and expected capacity additions up to 2030
We assign weights to these parameters and quantify their market impact using weighted average analysis, to derive an expected market growth rate.
Primary validation
This is the final step in estimating and forecasting our reports. Exhaustive primary interviews are conducted, face to face as well as over the phone to validate our findings and assumptions used to obtain them. Interviewees are approached from leading companies across the value chain including suppliers, technology providers, domain experts, and buyers so as to ensure a holistic and unbiased picture of the market. These interviews are conducted across the globe, with language barriers overcome with the aid of local staff and interpreters. Primary interviews not only help in data validation but also provide critical insights into the market, current business scenario, and future expectations and enhance the quality of our reports. All our estimates and forecast are verified through exhaustive primary research with Key Industry Participants (KIPs) which typically include:
Market-leading companies
Raw material suppliers
Product distributors
Buyers
The key objectives of primary research are as follows:
To validate our data in terms of accuracy and acceptability
To gain an insight into the current market and future expectations
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