厕所用卫生纸市场规模、份额和成长分析（按产品类型、单位、分销管道、最终用户和地区划分）－2026-2033年产业预测

预计到 2024 年，全球厕所用卫生纸市场规模将达到 563.6 亿美元，到 2025 年将达到 585.6 亿美元，到 2033 年将达到 795.3 亿美元，预测期（2026-2033 年）的复合年增长率为 3.9%。

全球厕所用卫生纸市场成长的主要驱动力是个人卫生意识的提高，消费者越来越重视日常生活中的清洁与卫生。厕所用卫生纸采用再生纸浆或原生纸浆製成，并有单层、双层和三层等多种类型，以满足住宅和商用的需求。市场提供从标准型到超柔软型等各种产品，以满足不同消费者的偏好。线上线下管道结合，确保了卫生纸能够接触到广泛的终端用户。人们对卫生标准的日益重视预计将继续推动市场扩张，并使厕所用卫生纸成为全球家庭和商业用户必不可少的产品。

驱动全球厕所用卫生纸市场的因素

旅游业的蓬勃发展极大地推动了全球酒店和餐饮业的发展，同时也提高了消费者对个人卫生和整体健康的重视。这种对健康和清洁日益增长的关注，正在推动全球厕所用卫生纸市场需求的成长。随着人们卫生习惯的改善，对包括厕所用卫生纸在内的高品质个人保健产品的需求也不断上升。整体健康标准的提升和旅馆业的復苏是推动这一市场成长的关键因素，也反映了后疫情时代消费者态度和优先事项的转变。

限制全球厕所用卫生纸市场的因素

智慧马桶的日益普及正在限制全球厕所用卫生纸市场的发展。与传统厕所用卫生纸的需求。消费行为的这种变化凸显了厕所用卫生纸产业在适应不断变化的个人卫生产品和偏好方面所面临的挑战。

全球厕所用卫生纸市场趋势

全球厕所用卫生纸市场正经历显着的趋势，这主要是受日益增强的环保意识和消费者对永续产品需求的推动。人们对森林砍伐以及传统造纸对生态系统影响的日益关注，迫使製造商在其供应链中探索环保替代方案和更绿色的实践。这种转变体现在主要企业不断创新，推出在维持功能性和品质的同时，最大限度减少纸浆用量的产品。各大品牌正在拓展其解决方案，例如无芯捲纸和使用再生材料，以满足具有环保意识、在购买决策中优先考虑永续性的消费者的需求。这正在重塑行业标准和消费者预期。

目录

介绍

• 调查目标
• 调查范围
• 定义

调查方法

• 资讯收集
• 二手资料和一手资料方法
• 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
• 细分市场机会分析

市场动态与展望

• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特分析

关键市场考察

• 关键成功因素
• 竞争程度
• 关键投资机会
• 市场生态系统
• 市场吸引力指数（2025）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析
• 监管环境
• 原料分析
• 客户和购买标准分析
• 贸易分析
• 专利分析
• 技术分析
• 案例研究

全球厕所用卫生纸市场规模（依产品类型划分）及复合年增长率（2026-2033 年）

• 单层厕所用卫生纸
• 双层厕所用卫生纸
• 三层厕所用卫生纸
• 其他的

全球厕所用卫生纸市场规模（依规格划分）及复合年增长率（2026-2033 年）

• 卷
• 折迭式

全球厕所用卫生纸市场规模（按材质和复合年增长率划分）（2026-2033 年）

• 原生木浆
• 再生纸

全球厕所用卫生纸市场规模（按价格分布和复合年增长率划分）（2026-2033 年）

• 经济
• 中檔
• 优质的

全球厕所用卫生纸市场规模（依最终用户划分）及复合年增长率（2026-2033 年）

• 住宅
• 商业的
• 对于机构和行业

全球厕所用卫生纸市场规模（依分销通路划分）及复合年增长率（2026-2033 年）

• 在线的
• 离线
  • 超级市场/大卖场
  • 便利商店
  • 百货公司
  • 其他的

全球厕所用卫生纸市场规模及复合年增长率（2026-2033）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 亚太其他地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲地区
• 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

• 前五大公司对比
• 主要企业的市场定位（2025 年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市占率分析（2025 年）
• 主要企业公司简介
  • 公司详情
  • 产品系列分析
  • 依业务板块进行公司股票分析
  • 2023-2025年营收年比比较

主要企业简介

• Kimberly-Clark Corporation
• Procter & Gamble（P&G）
• Essity AB
• Georgia-Pacific LLC
• Sofidel Group
• Cascades Inc.
• Sinar Mas Group（Asia Pulp & Paper（APP））
• Kruger Inc.
• Hengan International Group Co., Ltd.
• Svenska Cellulosa Aktiebolaget（SCA）
• Oji Holdings Corporation
• Suzano Holding SA
• WEPA Group
• Metsaliitto Cooperative
• ABC Tissue Products Pty Ltd,
• Faderco
• Grigeo AB
• Softex Paper Group
• Empresas CMPC SA
• RGE Group（Vinda International Holdings Limited）

结论与建议

Global Toilet Paper Market size was valued at USD 56.36 Billion in 2024 and is poised to grow from USD 58.56 Billion in 2025 to USD 79.53 Billion by 2033, growing at a CAGR of 3.9% during the forecast period (2026-2033).

The global toilet paper market is primarily driven by the growing awareness of personal hygiene, as consumers increasingly prioritize cleanliness in their daily lives. Toilet paper is manufactured from either recycled materials or fresh pulp, and it comes in various types, including one-ply, two-ply, and three-ply options, catering to both residential and commercial needs. The market features a range of products from standard to ultra-soft toilet papers, appealing to diverse consumer preferences. Both offline and online channels facilitate the distribution of these items, ensuring accessibility to a wide array of end users. This heightened focus on hygiene standards is expected to continue propelling market expansion, establishing toilet paper as an essential household and commercial commodity worldwide.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global 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.

Global Toilet Paper Market Segments Analysis

Global Toilet Paper Market is segmented by Product Type, Format, Material, Price Range, End User, Distribution Channel and region. Based on Product Type, the market is segmented into One-Ply toilet paper, Two-Ply toilet paper, Three-Ply toilet paper and Others. Based on Format, the market is segmented into Rolled and Folded. Based on Material, the market is segmented into Virgin Wood Pulp and Recycled Paper. Based on Price Range, the market is segmented into Economy, Mid-Range and Premium. Based on End User, the market is segmented into Residential, Commercial and Institutional & Industrial. Based on Distribution Channel, the market is segmented into Online and Offline. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Global Toilet Paper Market

The surge in travel and tourism has significantly boosted the hotel and hospitality sector on a global scale, promoting a heightened awareness of personal hygiene and overall well-being among consumers. This growing emphasis on health and cleanliness has accelerated demand in the global toilet paper market. As individuals become more conscious of their hygiene practices, the need for quality personal care products, including toilet paper, increases. The overall shift towards improved health standards and the revitalization of the hospitality industry are key factors propelling the growth of this market, reflecting changing consumer attitudes and priorities in a post-pandemic world.

Restraints in the Global Toilet Paper Market

The increasing adoption of bidet toilets serves as a limiting factor for the global toilet paper market. Bidets offer a more hygienic and gentle alternative to traditional toilet paper, significantly reducing the risks associated with toilet infections and minimizing issues like rashes and irritation from frequent wiping. Consequently, this preference for bidets is affecting the demand for toilet paper, as consumers gravitate towards these cleaner and more comfortable options. This shift in consumer behavior highlights the challenge faced by the toilet paper industry as it navigates the changing landscape of personal hygiene products and preferences.

Market Trends of the Global Toilet Paper Market

The Global Toilet Paper market is witnessing a significant trend driven by increasing environmental awareness and consumer demand for sustainable products. Growing concerns over deforestation and the ecological impact of traditional paper production are prompting manufacturers to explore eco-friendly alternatives and greener practices within the supply chain. This shift is evident as key players innovate with products that minimize paper pulp usage while maintaining functionality and quality. Brands are increasingly offering solutions like coreless rolls and utilizing recycled materials, catering to environmentally conscious consumers who prioritize sustainability in their purchasing decisions, thereby reshaping industry standards and consumer expectations.

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, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Regulatory Landscape
• Raw Material Analysis
• Customer & Buying Criteria Analysis
• Trade Analysis
• Patent Analysis
• Technology Analysis
• Case Studies

Global Toilet Paper Market Size by Product Type & CAGR (2026-2033)

• Market Overview
• One-Ply toilet paper
• Two-Ply toilet paper
• Three-Ply toilet paper
• Others

Global Toilet Paper Market Size by Format & CAGR (2026-2033)

• Market Overview
• Rolled
• Folded

Global Toilet Paper Market Size by Material & CAGR (2026-2033)

• Market Overview
• Virgin Wood Pulp
• Recycled Paper

Global Toilet Paper Market Size by Price Range & CAGR (2026-2033)

• Market Overview
• Economy
• Mid-Range
• Premium

Global Toilet Paper Market Size by End User & CAGR (2026-2033)

• Market Overview
• Residential
• Commercial
• Institutional & Industrial

Global Toilet Paper Market Size by Distribution Channel & CAGR (2026-2033)

• Market Overview
• Online
• Offline
  • Supermarkets/Hypermarkets
  • Convenience Stores
  • Departmental Stores
  • Others

Global Toilet Paper Market Size & CAGR (2026-2033)

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

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2023-2025)

Key Company Profiles

• Kimberly-Clark Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Procter & Gamble (P&G)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Essity AB
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Georgia-Pacific LLC
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sofidel Group
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Cascades Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sinar Mas Group (Asia Pulp & Paper (APP))
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Kruger Inc.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hengan International Group Co., Ltd.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Svenska Cellulosa Aktiebolaget (SCA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Oji Holdings Corporation
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Suzano Holding S.A.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• WEPA Group
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Metsaliitto Cooperative
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• ABC Tissue Products Pty Ltd,
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Faderco
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Grigeo AB
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Softex Paper Group
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Empresas CMPC S.A.
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• RGE Group (Vinda International Holdings Limited)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations