Global Toilet Roll Market Research Report: Ken Research


Major players in the toilet roll market are Procter & Gamble, Kimberly-Clark, Georgia-Pacific, Seventh Generation, Cascades, Essity, Reckitt Benckiser, Angel Soft, Caprice Green Toilet Paper, and Charmin Ultra Soft.

The global toilet roll market is expected to grow from USD 19.6 billion in 2019 to about USD 47.6 billion in 2020 as the spread of Covid-19 has led to the announcement of lockdown across several countries and resulted in panic buying of toilet rolls, leading to empty shelves. This has led to a steep rise in the market size for 2020. The market is expected to stabilize and reach USD 32.3 billion at a CAGR of 13.3% through 2023.

The toilet roll market consists of sales of toilet roll also called as toilet paper used as a sanitary paper. The market includes the sales of toilet paper made from recycled paper or fresh leaves pulp and used for cleaning and maintaining personal hygiene, which are disposable and easily degradable products. The company’s manufacturing toilet rolls are primarily engaged in manufacturing of toilet roll with one, two or multi layers, ultra toilet papers and more used in household or commercial segments.

The Global Toilet Roll Market has been geographically segmented into North America, Western Europe, Asia-Pacific, Eastern Europe, South America and Middle East & Africa. North America was the largest region in the toilet rolls market in 2019.

In 2019, Cascades a Canada-based packaging and tissue products manufacturing company acquired Orchids Paper Products for an amount of USD 207 million. The deal will benefit Cascades by supporting its revenue with the acquisition amount generated by the assets of Orchids Paper Products that includes Barnwell, South Carolina and Pryor, Oklahoma operations, and certain commercial arrangements and will help in execution of their strategic plan of modernization. Orchids Paper Products, a US-based company produce, convert and supply high quality consumer tissue products.

The toilet roll market covered in this report is segmented by product into pulp paper, recycled paper. It is also segmented by type into 1 ply, 2 ply, 3 ply, others, by distribution channel into online channel, offline channel and by end user into household, commercial.

The increasing consciousness of the public to maintain cleanliness and personal hygiene especially among urban regions is increasing the demand for toilet rolls in public premises called Away-from-home (AFH) toilet paper. Countries with fastest growing consumer markets like India and Indonesia are experiencing wider exposure to away-from-home toilet paper even if they don’t consider toilet paper as a means of personal hygiene, could also increase the demand for toilet paper. In 2019, the revenue for away-from home tissue paper was USD 27.48 Billion among which the major demand is experienced by the toilet paper in public premises. Therefore, the increase in demand for away-from home hygiene products among residents of urban regions is expected to drive the market.

Companies in the toilet roll market are increasingly using Through Air Drying (TAD) Technology, a high standard technology to produce paper. Toilet paper produced using TAD technology makes it suitable for rolled products and has high absorbency with improved properties of bulk. Ultra toilet paper is produced using TAD technology in which during drying the paper air is blown into the fibres. US is extensively using TAD technology in the production of tissue papers. For instance, Valmet is using eTAD Technology which produces soft, improved bulk and absorbency products with lower energy consumption and a sustainable process. This will give access for premium and ultra-premium tissue markets to the tissue manufacturers.

Instability in the pulp prices affects the tissue paper manufacturing restraining the tissue paper manufacturing market. The high pulp prices increase the tissue prices by 10%, which decreases the volume of tissue paper sold. Instability in pulp prices can be observed following imbalance between the pulp supply and demand caused due to various factors like seasonal demand, foreign producers’ influence in several markets and more. The price of hardwood pulp which is used in manufacturing of tissues and toilet paper raised by 60% between 2016 and 2018 owing to the increase in demand by China which is considered to be the largest consumer of pulp globally. In 2016, pulp prices were low following the slow economic growth of China. US-China trade war is expected to further complicate the price of pulp. Price of the toilet paper whose major composition is pulp, is affected primarily by the changes in the price of pulp which is expected to hinder the market growth.

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Global Toilet Roll Market Research Report

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