厕所用卫生纸市场规模、份额和成长分析（按产品类型、层数、分销管道、最终用户和地区）- 2025-2032 年产业预测

2023 年厕所用卫生纸市场规模价值 555 亿美元，预计将从 2024 年的 580.5 亿美元成长到 2032 年的 831.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 4.6%。

由于消费者对个人卫生意识的增强，全球厕所用卫生纸市场正在经历显着增长。厕所用卫生纸主要由再生材料和新鲜叶子製成，有多种类型，包括 1 层、2 层和 3 层，可满足家庭和商务用的需求。越来越多的顾客选择使用超软清洁剂来增强他们的清洁体验。产品透过线下和线上销售管道广泛分销，服务住宅和商业场所的各种用户。永续性趋势的上升加上消费者对再生纸等环保产品的偏好进一步推动了市场扩张。随着卫生意识的不断增强，对高品质厕所用卫生纸的需求预计将稳步增长。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 资料和主要资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态及展望

• 市场概况
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024 年）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析

厕所用卫生纸市场规模（按产品类型和复合年增长率） (2025-2032)

• 市场概况
• 卷
• 折迭式的

厕所用卫生纸市场规模：层数和复合年增长率（2025-2032）

• 市场概况
• 1 层
• 2 层
• 3 层
• 其他的

厕所用卫生纸市场规模（按分销管道和复合年增长率） (2025-2032)

• 市场概况
• 对于企业
• B2C

厕所用卫生纸市场规模（按最终用户和复合年增长率） (2025-2032)

• 市场概况
• 适合家庭使用
• 商业的

厕所用卫生纸市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲国家
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司简介
  • 产品系列分析
  • 按细分市场分析市场份额
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Procter & Gamble（US）
• Kimberly-Clark（US）
• Svenska Cellulosa Aktiebolaget（SCA）（Sweden）
• Essity AB（Sweden）
• Sofidel Group（Italy）
• WEPA Group（Germany）
• Hengan International Group Company Limited（China）
• APP（Asia Pulp & Paper）Sinar Mas（Indonesia）
• Oji Holdings Corporation（Japan）
• Daio Paper Corporation（Japan）
• Unicharm Corporation（Japan）
• Kruger Products LP（Canada）
• Cascades Inc.（Canada）
• Georgia-Pacific（US）
• Resolute Forest Products（Canada）
• Nine Dragons Paper（Holdings）Limited（China）
• Vinda International Holdings Limited（China）
• CMPC（Chile）
• Suzano SA（Brazil）

结论和建议

Toilet Paper Market size was valued at USD 55.5 billion in 2023 and is poised to grow from USD 58.05 billion in 2024 to USD 83.19 billion by 2032, growing at a CAGR of 4.6% during the forecast period (2025-2032).

The Global Toilet Paper Market is experiencing significant growth, driven by a heightened awareness of personal hygiene among consumers. Toilet paper, primarily made from recycled materials or fresh leaves, comes in various types, including 1-ply, 2-ply, and 3-ply options, catering to both domestic and commercial needs. Customers increasingly prefer ultra-soft varieties, enhancing their cleaning experience. Products are widely available through both offline and online sales channels, serving a diverse range of residential and commercial users. The growing trend of sustainability, coupled with consumer preferences for eco-friendly options, such as recycled paper, further fuels the market's expansion. As awareness of hygiene continues to rise, the demand for quality toilet paper is expected to increase steadily.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toilet Paper market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Toilet Paper Market Segments Analysis

Global Toilet Paper Market is segmented by Product Type, Ply Count, Distribution Channel, End User and region. Based on Product Type, the market is segmented into Rolled and Folded. Based on Ply Count, the market is segmented into 1 Ply, 2 Ply, 3 Ply and Others. Based on Distribution Channel, the market is segmented into B2B and B2C. Based on End User, the market is segmented into Household and Commercial. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toilet Paper Market

The post-pandemic surge in travel and tourism has significantly boosted the global hotel and hospitality sector, which in turn is propelling the toilet paper market. As people become more aware of personal hygiene, health, and overall wellbeing following the pandemic, there has been an increasing demand for hygiene products, including toilet paper. This heightened focus on cleanliness and sanitation in both public and private spaces is accelerating market growth as consumers prioritize their health and comfort during their travels and day-to-day lives. The convergence of these trends is shaping a robust market for toilet paper in the current landscape.

Restraints in the Toilet Paper Market

The increasing adoption and preference for bidet toilets pose a significant constraint on the growth of the toilet paper market. Bidets offer a gentler and more hygienic alternative to traditional toilet paper, effectively minimizing the risk of toilet-related infections, as well as preventing rashes and irritation associated with frequent wiping. As consumers become more aware of these benefits, the shift towards bidet usage is likely to reduce demand for toilet paper products. Consequently, this trend serves as a notable restraint on the expansion of the global toilet paper market, influencing consumer habits and preferences in personal hygiene.

Market Trends of the Toilet Paper Market

The toilet paper market is witnessing a notable trend driven by increasing environmental consciousness among consumers, prompting a shift towards sustainable practices. As awareness of deforestation risks associated with traditional paper pulp grows, manufacturers are under pressure to innovate. Key industry players are investing in eco-friendly alternatives, such as Georgia Pacific's Compact Coreless 2-ply Bathroom Tissue, which minimizes resource use by employing limited paper pulp. This trend reflects a broader demand for sustainable products, as consumers seek to balance their hygiene needs with environmental responsibility, thereby reshaping manufacturing processes and prompting a move towards greener supply chain practices in the industry.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toilet Paper Market Size by Product Type & CAGR (2025-2032)

• Market Overview
• Rolled
• Folded

Global Toilet Paper Market Size by Ply Count & CAGR (2025-2032)

• Market Overview
• 1 Ply
• 2 Ply
• 3 Ply
• Others

Global Toilet Paper Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• B2B
• B2C

Global Toilet Paper Market Size by End User & CAGR (2025-2032)

• Market Overview
• Household
• Commercial

Global Toilet Paper Market Size & CAGR (2025-2032)

• North America (Product Type, Ply Count, Distribution Channel, End User)
  • US
  • Canada
• Europe (Product Type, Ply Count, Distribution Channel, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product Type, Ply Count, Distribution Channel, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product Type, Ply Count, Distribution Channel, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product Type, Ply Count, Distribution Channel, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Procter & Gamble (US)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Kimberly-Clark (US)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Svenska Cellulosa Aktiebolaget (SCA) (Sweden)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Essity AB (Sweden)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sofidel Group (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• WEPA Group (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hengan International Group Company Limited (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• APP (Asia Pulp & Paper) Sinar Mas (Indonesia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Oji Holdings Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Daio Paper Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Unicharm Corporation (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Kruger Products L.P. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Cascades Inc. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Georgia-Pacific (US)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Resolute Forest Products (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nine Dragons Paper (Holdings) Limited (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Vinda International Holdings Limited (China)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• CMPC (Chile)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Suzano S.A. (Brazil)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations