Bath & Toilet Tissue Market Size, Share & Industry Analysis, By End-user (Residential and Commercial), By Distribution Channel (Supermarket/Hypermarket, Specialty Stores, Online Retail, and Others), and Regional Forecast, 2025-2032

The global bath & toilet tissue market size was valued at USD 31.64 billion in 2024. The market is projected to grow from USD 33.56 billion in 2025 to USD 53.53 billion by 2032, exhibiting a CAGR of 6.90% during the forecast period. Asia Pacific dominated the bath & toilet tissue market with a market share of 29.42% in 2024.

Bath & toilet tissue mainly includes a sanitary paper product designed primarily for personal hygiene after defecation or urination. It is typically made from recycled pulp and is available in various forms, including one-ply, two-ply, and multi-ply, catering to household and commercial uses. Increased awareness about hygiene and sanitation, particularly post-COVID-19 pandemic, has driven the demand for bath & toilet tissue in both residential and commercial settings. Besides, key players in the market, such as Procter Gamble and Kimberly-Clark, are constantly introducing innovative products, such as ultra-absorbent, eco-friendly toilet papers and germ-protection tissues, to cater to evolving consumer preferences, further propelling global market growth.

For instance, according to World Bank data, in 2022, 3 out of 4 people across the globe were able to access basic personal hygiene services, which shows an increase in the demand for hygiene and sanitization products.

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Global Bath & Toilet Tissue Market Overview

Market Size & Forecast:

• 2024 Market Size: USD 91.65 billion
• 2025 Market Size: USD 96.07 billion
• 2032 Forecast Market Size: USD 138.42 billion
• CAGR: 5.30% from 2025–2032

Market Share:

• Asia Pacific held the largest share of the bath & toilet tissue market in 2024 due to the increasing hygiene awareness, growing urban population, and rising disposable incomes in emerging countries like China, India, Indonesia, and Vietnam. Expansion of organized retail, tourism infrastructure, and hotel chains further supported demand growth in the region.
• By type, toilet tissue paper accounted for the largest market share in 2024, driven by high household usage and increased demand in commercial settings such as hotels, airports, and office complexes. The facial tissue paper segment is expected to register the fastest CAGR, fueled by rising concerns over skin health and hygiene, particularly among millennials and urban consumers.

Key Country Highlights:

• China: Rising living standards and urbanization, along with domestic brands launching eco-friendly and multi-ply options, make China the key growth engine in Asia Pacific.
• United States: High per capita tissue consumption, innovations in ultra-soft and eco-conscious products, and widespread distribution through retail chains drive steady demand.
• India: Market growth is driven by rapid urbanization, hygiene awareness campaigns, and increasing acceptance of tissue products in daily routines, especially in metro cities.
• Germany: Demand is supported by premium product innovations, sustainability preferences, and strong consumer loyalty toward eco-labeled tissue products.
• Brazil: Expanding urban middle class and rising demand for affordable, quality hygiene products support market penetration and regional growth in South America.

Market Dynamics

Market Drivers

Growth of Tourism and Hospitality Sector to Boost Product Demand

The expansion of tourism and hospitality directly increases the number of guests in hotels, resorts, restaurants, and other facilities. Therefore, each guest requires access to hygienic amenities, making toilet paper a fundamental necessity for maintaining cleanliness and comfort in guest rooms, public restrooms, and dining areas, thus surging the global bath & toilet tissue market share. For instance, according to the United Nations World Tourism Organization, international tourist arrivals in the first quarter of 2023 rebounded to 80% of pre-pandemic levels, with around 235 million travelers. This recovery has led to a surge in global demand for hygiene products, including toilet paper, in the accommodation and food service sectors.

Market Restraints

Fluctuating and Rising Costs of Raw Materials to Hinder Market Growth

Higher input costs reduce manufacturers' profit margins, particularly when companies cannot pass the full cost increase onto consumers. As raw material prices increase, the cost of producing bath & toilet tissue rises. Therefore, tissue paper companies mainly adopt a price hike strategy for their products in response to rising raw material and logistics costs. This makes bath & toilet papers more expensive for end-users, potentially dampening demand, especially in price-sensitive markets, hampering the global bath & toilet tissue market growth.  

Market Opportunities

Surging Demand for Eco-friendly and Sustainable Tissue Papers to Expand Market Growth Opportunities

The surge in environmental awareness has led consumers to seek sustainable alternatives to traditional bath & toilet tissue. Eco-friendly options, such as those made from recycled materials or fast-growing bamboo, attract consumers who prioritize reducing their ecological footprint. In addition, manufacturers are investing in innovative processes and materials such as biodegradable fibers, bamboo, and recycled content to enhance product quality and sustainability, augmenting global market expansion. For instance, in October 2022, Caboo, a pharmaceutical company, launched a plastic-free, sustainable toilet paper product line made entirely from fast-growing, renewable bamboo, offering an eco-friendly alternative to traditional tree-based paper products.

Bath & Toilet Tissue Market Trends

Proliferation of Online Channels for Purchasing Tissue Papers to Propel Market Growth

E-commerce platforms allow consumers to purchase bath & toilet tissue from the comfort of their homes, eliminating the need for store visits. Online retailers offer more brands, types, and package sizes than physical retailers. Moreover, digital platforms enable brands to use data-driven marketing, personalized recommendations, and targeted promotions for each consumer segment. These factors are, in turn, expected to drive the growth of the market.

Segmentation Analysis

By End-user

Increasing Demand for Maintaining Hygiene in Commercial Places to Augment Segment Growth

Based on end-user, the global market is segmented into residential and commercial.

The commercial segment led the market in 2024 and is expected to dominate the global market during the forecast period. Commercial establishments such as hotels, restaurants, offices, airports, schools, and healthcare facilities require large quantities of bath & toilet tissue to maintain hygiene standards for employees, guests, and visitors. These venues experience high foot traffic, necessitating regular replenishment and bulk purchasing, which drives substantial market volume.

The residential segment is likely to grow at the fastest CAGR during the forecast period. Urban living and busier lifestyles have boosted the preference for disposable, easy-to-use hygiene products. Also, the convenience of tissue paper, coupled with innovations such as scented, lotion-infused, or hypoallergenic options, attracts a wide range of consumers, boosting segment growth.

By Distribution Channel

Easy Accessibility of Products at Supermarkets/Hypermarkets Strengthened Segment Growth

By distribution channel, the market is segmented into supermarket/hypermarket, specialty stores, online retail, and others.

The supermarket/hypermarket segment held the maximum share of the market. Supermarkets and hypermarkets are widely accessible, allowing consumers to conveniently purchase toilet paper, along with other household essentials, at the same time. Their large format and self-service model make it easy for shoppers to compare brands, pack sizes, and prices, further enhancing segment growth.

The online segment is anticipated to be the fastest-growing segment in the future. Online shopping offers unmatched convenience, home delivery, and the option to schedule recurring purchases or subscriptions, which is particularly attractive for bulky, frequently used products such as toilet paper, further fueling segment growth.

Bath & Toilet Tissue Market Regional Outlook

Based on the region, the market is studied across Asia Pacific, North America, Europe, South America, and the Middle East & Africa.

Asia Pacific

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Asia Pacific led the market in 2024. Economic growth across Asian countries has led to rising disposable incomes and rapid urbanization. More consumers can afford higher-quality and premium tissue products, and urban lifestyles favor the convenience and hygiene offered by disposable tissue paper. This shift is particularly visible in emerging economies where Western lifestyle influences have recently emerged. For instance, according to the Ministry of Statistics and Programme Implementation (MOSPI), India's disposable personal income increased from USD 3.30 million in 2022 to USD 3.55 million in 2023.

North America

North American manufacturers are at the forefront of sustainability, investing in eco-friendly production processes, recycled materials, and fossil-free raw materials. This aligns with both regulatory requirements and strong consumer preferences for green products, further driving demand and market value.

In the U.S., well-established and expanding retail infrastructure -including supermarkets, hypermarkets, convenience stores, and online platforms ensures widespread availability and accessibility to bath & toilet tissue paper products across urban and rural areas. This efficient distribution supports market penetration and growth in the long run. For instance, in 2024, the U.S. Census Bureau reported that e-commerce sales made up ~16.1% of total retail sales for the year, reflecting an 8.1% increase compared to 2023.

Europe

Europe has a robust tissue paper manufacturing base, with leading producer countries such as Italy, Germany, and Poland accounting for nearly half of the region’s total production and consumption. Investments in new, state-of-the-art mills, such as Metsä Group’s planned 240,000-ton facility, continue to strengthen local supply and reduce reliance on imports. For instance, in February 2024, Metsä Group announced a significant investment program of approximately USD 115 million focused on enhancing the sustainability and efficiency of its tissue paper business at the Mänttä mill in Finland.

South America and Middle East & Africa

Increasing investment in technology and modernization and sustainable practices promoted by organizations such as the Paper Manufacturers Association of South Africa (PAMSA) ensure high-quality, efficient, and environmentally responsible tissue paper production in South America. On the other hand, across the Middle East, increasing urbanization and growing population are driving up demand for tissue products, including bath and toilet paper. Besides, the expanding hospitality industry, particularly in Africa, is boosting demand for high-quality tissue products to meet the expectations of international travelers and local consumers.

Competitive Landscape

Key Market Players

Emerging Product Innovation in Terms of Tissue Papers to Augment Market Expansion

Key players are increasingly investing in product innovation to develop bath & toilet tissue papers that offer advanced hygiene features, such as antibacterial and antiviral properties. These innovations by key players address rising consumer concerns about health and sanitation, especially post-pandemic, and drive higher demand for products that provide enhanced protection against germs and viruses. Furthermore, innovative product formats, such as larger pack sizes, travel-friendly packaging, and flushable or dissolvable tissues, improve convenience and cater to diverse consumer needs. For instance, in December 2023, Solo, one of Turkey’s leading toilet paper brands, launched its new Bamboo-Infused toilet paper, designed to offer affordable yet high-quality bathroom hygiene. This product features advanced reinforced texture technology, bamboo fibers, and high water-resistant features.

List of Key Bath & Toilet Tissue Companies Profiled

• Marcal Paper (U.S.)
• Lotus Tissues (India)
• Orchid Paper Products Company (U.S.)
• Kruger Inc. (Canada)
• Kimberly-Clark Corporation (U.S.)
• Georgia-Pacific LLC (U.S.)
• Hengan (China)
• St. Croix Tissue (U.S.)
• Essity AB (Sweden)
• Sofidel Group (Italy)

Key Industry Developments

• May 2025 – Bashundhara, a Bangladeshi pulp and paper manufacturing company, expanded its product line by launching a new 3-ply toilet tissue designed to offer enhanced softness, strength, and absorbency. This premium hygiene product features three layers, providing consumers a higher quality experience than standard options.
• May 2024 – Sofidel Group, a company operating in the pulp and paper industry, launched its Regina Rotoloni toilet paper maxi rolls in key European locations in response to consumer demand. The product is available in Spain, Poland, the Netherlands, Hungary, and Romania.
• January 2024 – Hengan International Group, a China-based producer of hygiene products, launched premium structured tissue products in China following the successful start-up of Toscotec’s TADVISION® Through-Air-Drying (TAD) machines.
• November 2023– Essity, a global hygiene and health company, launched new Cushelle toilet papers featuring long-lasting rolls containing 50% more sheets per roll than previous versions. This innovation applies to Cushelle’s Original, Quilted, and Quilted Lotioned Longer Lasting Roll ranges, offering consumers a more economical and sustainable option.
• May 2023 – The Cheeky Panda, a toilet paper manufacturer, launched a new double-length bamboo toilet paper, upgrading their everyday products. The company emphasizes sustainability by using plastic-free packaging for its toilet rolls, minimizing plastic pollution.

REPORT COVERAGE

The global bath & toilet tissue market report provides a comprehensive analysis, focusing on key elements such as major companies, regional insights, value, average volume, market segmentation, competitive dynamics, end-user, and extensive distribution channels. Additionally, it offers insights into market dynamics and highlights significant developments within the industry. Beyond these aspects, it also examines various factors contributing to recent growth in the toilet paper market.

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Report Scope & Segmentation