INDUSTRIES

&

MARKETSToilet

Paper:

market

data&

analysisMarket

InsightsreportOctober2023MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

webinterface,download(XLS,

PDF,PPT),or

reports.Benefitfromour48-hourcustomerservice

guarantee.?

10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology?

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics?

KPIs,

e.g.,

revenue,marketshares,prices,andvolume?

Features:Compare

countries®ions,

change

currencies,

selectvisualizations,

and/or

customize

downloads?

Usecases:

sales

planning,

investment

decision

support,resourceallocation,andportfolio

management10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Toilet

Papermarketispart

of

the

Tissue

&HygienePapermarket.10sectors190+geographicalentities1,000+markets400+reportsGoto

Tissue

&HygieneFind

out

more

on:Tissue&

Hygiene

PaperPaper

market3Table

of

ContentsOverviewAppendixSummary678Product

OverviewAuthor2930MarketDefinitionKeyTakeawaysMarket

NumbersRevenue1013161922252627AverageRevenue

per

CapitaVolumeAverageVolumeper

CapitaPriceper

UnitBrandshareOnlineRevenueShareMobile/DesktopSplit4CHAPTER

1OverviewSteady

demand

for

toilet

paper

persists,

boosted

by

COVID-19

concerns,

withfuturegrowthfueled

by

eco-friendly

options

and

premiumqualityOverview:

SummarySummaryToilet

paperisanessential

consumer

productandthe

demand

foritremainssteady,despitetheeconomic

andhealthcrisis

caused

by

theCOVID-19

pandemic.Thetoilet

papermarket

hasexperienced

asignificantincrease

indemand

sincethe

start

ofthepandemic,asconsumers

stockpiled

the

product

inresponse

tofearsof

shortages.Thetoilet

papermarket

isexpected

to

experience

steadygrowth

inthecomingyears,

driven

bytheincreasing

demandforsustainableand

premium

products,aswell

asthe

growth

of

e-commerce

channels.

However,

companies

need

to

beaware

ofconsumer

preferences

and

adjusttheirstrategies

accordingly,

to

remaincompetitive

inthe

market.Inthe

coming

years,

the

toilet

papermarket

isexpected

togrow

atamoderatepace,driven

byrising

populationsand

urbanizationindeveloping

countries.

Theincreasing

demandfor

environmentally

friendly

and

sustainableproducts

isexpected

todrive

the

demand

forrecycled

toilet

paper,which

isarelativelyuntapped

market.

Additionally,

thegrowing

popularity

ofe-commerce

platformsforgrocery

shoppingisexpected

toincrease

the

sales

oftoilet

paper

throughonlinechannels.

Moreover,

the

increasing

focus

onhygiene

and

cleanliness

isexpected

todrive

the

demand

forhigh-qualitytoilet

paper,which

hasasofttexture,

high

absorbency,

and

isfree

fromharsh

chemicals.

Thiswill

open

upopportunities

forpremium

toilet

paperbrandsto

capturemarket

sharefrombudget-oriented

brands.6Sources:Market

Insights

2023Toilet

Paper

is

an

important

part

of

the

Tissue

&

Hygiene

Paper

marketOverview:

Market

DefinitionMarket

definitionTheToilet

Papersegment

represents

thetop-selling

tissuesegment.

Duetoatrend

towards

multi-layered

tissuepapers,

an

increase

inconsumption

intermsof

volume

isevident

inmanycountries.

Themarket

includesretailsales.

Themostimportant

manufacturers

areSCA,

Procter

&

Gamble,

Kimberly-Clark,

Unicharm,Hengan,Sofidel,andMets?which

producebothundertheirown

brandsaswellasforretailer

brands.7Sources:Market

Insights

2023Toilet

Paper

accounted

for

29.2%

of

the

Tissue

&

Hygiene

Paper

market

revenuein

2022Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeRevenue

intheToilet

Papersegment

amountstoUS$107.40bn

in2023.

Themarketisexpected

to

grow

annuallyby

5.92%

(CAGR2023-2027).Thismarket

includes:Thismarket

excludes:Inglobalcomparison,

most

revenue

isgenerated

inChina

(US$22,330.00m

in2023).?Dry

toilet

paper?Wet

toiletpaper?PaperTissuesInrelation

to

totalpopulation

figures,per

person

revenues

of

US$13.98

aregenerated

in

2023.?Household

paperIntheToilet

Papersegment,

volume

isexpected

toamountto52.89bn

kgby2027.TheToilet

Papersegment

isexpected

toshow

avolume

growth

of

3.5%

in2024.Theaverage

volume

perperson

intheToilet

Papersegment

isexpected

to

amountto5.98kg

in2023.8Sources:Market

Insights

2023CHAPTER

2Market

NumbersToilet

Paper

revenues

are

estimated

to

increase

at

a

CAGR(1)

of

4.2%

from

2014to

2027Market

Size:

GlobalRevenue

forecast

inbillionUS$135.23127.72120.49+4.2%(1)113.76107.3997.9788.1687.0084.4882.8380.8378.8576.2375.102014201520162017201820192020202120222023202420252026202710

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenue

of

US$

48.7

billion,

Asia

is

the

biggest

market

among

selectedregions

in

2022Market

Size:

Regional

Comparison

(1/2)Revenue

forecast

inbillionUS$+6.9%(1)68.0548.73+5.7%(1)31.70+6.8%(1)23.7224.08+8.3%(1)10.3917.11+4.7%(1)6.961.091.3720222027202220272022

2027Americas202220272022Australia&Oceania2027EuropeAfricaAsia11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

revenue

of

US$

20.4

billion,

China

is

the

biggestmarket

among

selectedcountries

in

2022Market

Size:

Regional

Comparison

(2/2)Revenue

forecast

inbillionUS$+9.0%(1)31.35+5.3%(1)20.3619.7715.29+7.0%(1)+6.3%(1)+6.0%(1)2.823.022.012.222.071.552022202720222027202220272022202720222027ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Toilet

Paper

average

revenue

per

capitas

are

estimated

to

increase

at

a

CAGR(1)of

3.2%

from

2014

to

2027Market

Size:

GlobalAveragerevenue

percapita

forecast

inUS$17.0116.20+3.2%(1)15.4114.6813.9812.8711.7611.6911.5411.2611.1611.0910.6010.642014201520162017201820192020202120222023202420252026202713

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

average

revenue

per

capita

of

US$

26.5

,

Australia

&

Oceania

is

the

biggestmarket

among

selected

regions

in

2022Market

Size:

Regional

Comparison

(1/2)Averagerevenue

percapita

forecast

inUS$+3.5%(1)31.46+4.9%(1)30.51+6.8%(1)27.9626.5023.9720.142022+6.2%(1)14.66+5.9%(1)10.857.565.67202720222027202220272022202720222027EuropeAfricaAmericasAsiaAustralia&Oceania14

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

average

revenue

per

capita

of

US$

45.6

,

the

United

States

is

the

biggestmarket

among

selected

countries

in

2022Market

Size:

Regional

Comparison

(2/2)Averagerevenue

percapita

forecast

inUS$+4.7%(1)57.44+6.6%(1)+6.4%(1)36.1945.65+5.7%(1)31.1640.35+8.8%(1)21.3329.3326.4923.5813.9920222027202220272022202720222027Germany20222027ChinaUnitedStatesUnitedKingdomFrance15

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Toilet

Paper

volumeare

estimated

to

increase

at

a

CAGR(1)

of

3.2%

from2014

to2027Market

Size:

GlobalVolume

forecast

inbillionkilograms52.89+3.2%(1)51.0249.2647.5745.9643.4543.2342.0940.6639.4338.2537.1236.0334.982014201520162017201820192020202120222023202420252026202716

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

volume

of

24.0

billion

kilograms,

Asia

is

the

biggest

market

among

selectedregions

in

2022Market

Size:

Regional

Comparison

(1/2)Volume

forecast

inbillionkilograms+5.1%(1)30.7323.99+1.8%(1)+3.9%(1)+3.4%(1)9.358.567.916.52+2.1%(1)4.503.810.360.402022202720222027202220272022202720222027EuropeAfricaAmericasAsiaAustralia&Oceania17

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023With

volume

of

10.9

billion

kilograms,

China

is

the

biggest

market

amongselected

countries

in

2022Market

Size:

Regional

Comparison

(2/2)Volume

forecast

inbillionkilograms+6.9%(1)15.2810.94+1.4%(1)3.80+3.8%(1)+3.2%(1)3.55+4.2%(1)0.880.770.900.730.640.522022202720222027202220272022202720222027ChinaUnited

StatesUnited

KingdomGermanyFrance18

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2023Toilet

Paper

average

volume

per

capita

are

estimated

to

increase

from

2014

to2027Market

Size:

GlobalAveragevolume

per

capita

forecast

inkilogram765432106.656.476.306.145.985.765.685.635.505.395.285.185.094.992014201520162017201820192020202120222023202420252026202719Sources:Market

Insights

2023Europe

has

the

biggest

market

in

Toilet

Paper

average

volume

per

capita

in2027Market

Size:

Regional

Comparison

(1/2)Averagevolume

per

capita

forecast

inkilogram109.329.178.919.049.038.918.698.978.738.598.788.828.708.648.448.688.568.608.538.2698765432109.099.168.768.90

8.838.318.518.688.378.748.778.519.008.688.408.448.488.758.367.675.348.238.296.626.346.095.843.205.613.185.203.145.013.124.833.104.663.084.503.074.353.054.203.044.063.023.223.253.283.1020142015201620172018201920202021202220232024202520262027AfricaAsiaEuropeAmericasAustralia&Oceania20Sources:Market

Insights

2023With

average

volume

per

capita

of

10.6

kilogram,

the

United

Kingdom

is

thebiggest

market

amongselected

countries

in

2022Market

Size:

Regional

Comparison

(2/2)Averagevolume

per

capita

forecast

inkilogram10.9011.0012.2811.0510.66141210810.9512.0911.3911.5210.8511.1511.2612.6710.8110.8310.539.6811.6610.6011.2012.4810.9311.0410.5911.8810.7011.139.9410.6610.6310.6210.569.728.1510.3510.1810.519.1510.037.999.889.129.768.239.798.329.838.429.118.948.069.639.448.768.648.538.598.089.279.7510.407.5167.146.726.345.985.655.3445.054.79202014201520162017201820192020202120222023UnitedKingdom2024202520262027ChinaFranceGermanyUnitedStates21Sources:Market

Insights

2023Toilet

Paper

price

per

unit

are

estimated

to

increase

from

2014

to

2027Market

Size:

GlobalPrice

perunit

forecast

inUS$3.02.562.502.452.392.52.01.51.00.50.02.342.272.252.142.142.112.082.052.031.972014201520162017201820192020202120222023202420252026202722Sources:Market

Insights

2023Australia

&

Oceania

has

the

highest

Toilet

Paper

price

per

unit

in

2027Market

Size:

Regional

Comparison

(1/2)Price

perunit

forecast

inUS$3.443.363.273.193.393.003.122.983.192.843.293.083.042.623.5

3.042.762.612.612.752.722.742.752.322.502.472.812.772.602.182.231.852.732.622.402.592.563.02.922.202.222.762.102.692.072.5

2.681.902.292.381.902.312.142.031.831.911.872.01.51.00.50.01.771.761.521.842.212.182.091.991.911.851.691.641.661.601.601.5720142015201620172018201920202021202220232024202520262027AfricaAsiaEuropeAmericasAustralia&Oceania23Sources:Market

Insights

2023With

price

per

unit

of

US$4.3,

the

United

States

has

the

highest

price

amongselected

countries

in

2022Market

Size:

Regional

Comparison

(2/2)Price

perunit

forecast

inUS$5.55.04.54.03.53.02.52.01.51.00.50.05.205.014.824.644.473.014.312.953.482.93

3.512.853.353.923.913.253.822.673.163.753.693.073.243.582.403.183.123.062.982.902.732.422.582.662.712.532.392.532.49

2.352.463.183.092.012.991.972.901.932.822.762.591.812.471.792.511.612.211.812.232.391.762.331.722.301.602.051.901.861.732014201520162017201820192020202120222023UnitedStates2024202520262027ChinaUnitedKingdomGermanyFrance24Sources:Market

Insights

2023In

2022,

Private

Label

had

the

highest

share

in

Toilet

PaperFurtherMarket

AnalysisBrand

share

in

202225Sources:Market

Insights

2023Inthe

Toilet

Paper

market,

online

revenue

share

reached

3.0%

in

2022FurtherMarket

AnalysisOnline

revenue

share1.00%1.00%1.00%2.00%2.00%3.00%3.00%4.00%4.00%5.00%5.00%99.00%99.00%99.00%98.00%98.00%97.00%97.00%96.00%96.00%95.00%95.00%20172018201920202021202220232024202520262027OfflineRevenue

ShareOnlineRevenue

Share26Sources:Market

Insights

2023Inthe

Toilet

Paper

market,

mobile

revenue

shar

reached

47.0%

in

2022FurtherMarket

AnalysisMobile/desktop

split100.00%100.00%100.00%41.00%100.00%40.00%100.00%44.00%100.00%47.00%100.00%50.00%100.00%52.00%100.00%55.00%100.00%57.00%100.00%59.00%33.00%37.00%67.00%201763.00%201859.00%201960.00%202056.00%202153.00%2