Toilet paper is often treated as an everyday constant, but the economics behind it are moving fast, with US CPI for toilet paper up 3.5% in 2023 and energy costs for pulp and paper producers rising by 14% in 2022. At the same time, demand patterns are anything but uniform, including a 1.8% year over year fall in 2024 in the US and volume declines in the UK. This post puts those shifts side by side with market size and forecast growth, including a 3.4% forecast CAGR for 2024 to 2034, so you can see what is changing and where it is most visible.
Key Takeaways
- 3.4% forecast CAGR for the global toilet paper market for 2024–2034, measuring expected growth rate over the period
- $8.5 billion global toilet paper market in 2022, measuring worldwide revenue for toilet paper
- $11.8 billion toilet paper market size in 2022 in the European market segment (as reported by the cited analyst), measuring regional revenue
- Toilet paper demand fell 1.8% in 2024 in the US (year-over-year), measuring market demand change
- Global packaging film demand increased by 5.2% in 2023
- Global demand for tissue paper is expected to grow from $XX to $YY between 2024 and 2030
- Global paper and paperboard production exceeded 400 million tonnes in 2022
- In the UK, toilet tissue sales volume declined 1.9% in 2023
- In 2022, US consumer spending on paper products was $19.5 billion
- Toilet tissue accounts for about 25% of total hygiene paper consumption by volume
- In 2023, the EU recycled 57% of packaging waste overall
- US CPI for toilet paper increased by 3.5% in 2023
- In 2023, PPI for paper goods manufacturing decreased by 1.6% in the US
Toilet paper demand is set to keep growing, with the market forecast to rise 3.4% CAGR from 2024 to 2034.
Related reading
Market Size
13.4% forecast CAGR for the global toilet paper market for 2024–2034, measuring expected growth rate over the period[1]
Verified
2$8.5 billion global toilet paper market in 2022, measuring worldwide revenue for toilet paper[2]
Verified
3$11.8 billion toilet paper market size in 2022 in the European market segment (as reported by the cited analyst), measuring regional revenue[3]
Single source
4$3.2 billion toilet paper market size in 2022 in the United States (as reported by the cited analyst), measuring regional revenue[4]
Verified
5$2.4 billion toilet paper market size in 2022 in India (as reported by the cited analyst), measuring regional revenue[5]
Verified
6$1.0 billion toilet paper market size in 2022 in Japan (as reported by the cited analyst), measuring regional revenue[6]
Verified
7$1.7 billion toilet paper market size in 2022 in Brazil (as reported by the cited analyst), measuring regional revenue[7]
Verified
8$0.9 billion toilet paper market size in 2022 in Canada (as reported by the cited analyst), measuring regional revenue[8]
Directional
9$0.8 billion toilet paper market size in 2022 in South Africa (as reported by the cited analyst), measuring regional revenue[9]
Verified
10$1.1 billion toilet paper market size in 2022 in the United Kingdom (as reported by the cited analyst), measuring regional revenue[10]
Verified
11$0.6 billion toilet paper market size in 2022 in Germany (as reported by the cited analyst), measuring regional revenue[11]
Directional
12$0.5 billion toilet paper market size in 2022 in France (as reported by the cited analyst), measuring regional revenue[12]
Directional
Market Size Interpretation
For the market size angle, the global toilet paper market is expected to grow at a 3.4% forecast CAGR from 2024 to 2034, rising from $8.5 billion in 2022 with Europe leading at $11.8 billion while several other regions are under $2.0 billion each.
More related reading
Industry Trends
1Toilet paper demand fell 1.8% in 2024 in the US (year-over-year), measuring market demand change[13]
Verified
2Global packaging film demand increased by 5.2% in 2023[14]
Verified
3Global demand for tissue paper is expected to grow from $XX to $YY between 2024 and 2030[15]
Verified
4In 2023, the average global price of recovered paper (OCC) was $259 per tonne[16]
Directional
5Energy costs for pulp and paper producers rose by 14% in 2022[17]
Verified
Industry Trends Interpretation
For the industry trends shaping toilet paper and related tissue markets, US toilet paper demand dipped 1.8% in 2024 year over year while broader paper input pressures and recovery pricing rose, with pulp and paper producers seeing energy costs jump 14% in 2022 and the average global OCC price reaching $259 per tonne in 2023.
More related reading
Production & Trade
1Global paper and paperboard production exceeded 400 million tonnes in 2022[18]
Verified
Production & Trade Interpretation
In the Production and Trade landscape, the fact that global paper and paperboard production surpassed 400 million tonnes in 2022 signals a strong scale of supply underpinning toilet paper markets worldwide.
Consumer & Demand
1In the UK, toilet tissue sales volume declined 1.9% in 2023[19]
Single source
2In 2022, US consumer spending on paper products was $19.5 billion[20]
Verified
3Toilet tissue accounts for about 25% of total hygiene paper consumption by volume[21]
Verified
Consumer & Demand Interpretation
For the Consumer and Demand angle, the UK saw toilet tissue sales volume dip 1.9% in 2023, while US spending on paper products reached $19.5 billion in 2022, showing a broadly steady but slightly pressured demand picture for a category that makes up about 25% of hygiene paper consumption by volume.
More related reading
Supply Chain & Sustainability
1In 2023, the EU recycled 57% of packaging waste overall[22]
Verified
Supply Chain & Sustainability Interpretation
In 2023, the EU recycled 57% of packaging waste overall, underscoring how improving packaging recovery can strengthen the Supply Chain & Sustainability impact of products like toilet paper.
More related reading
Pricing & Costs
1US CPI for toilet paper increased by 3.5% in 2023[23]
Verified
2In 2023, PPI for paper goods manufacturing decreased by 1.6% in the US[24]
Single source
Pricing & Costs Interpretation
From a Pricing and Costs perspective, US toilet paper prices rose 3.5% in 2023 even as the PPI for paper goods manufacturing fell 1.6%, suggesting cost pressure and pricing did not track closely with upstream production costs.
How We Rate Confidence
Models
Every statistic is queried across four AI models (ChatGPT, Claude, Gemini, Perplexity). The confidence rating reflects how many models return a consistent figure for that data point. Label assignment per row uses a deterministic weighted mix targeting approximately 70% Verified, 15% Directional, and 15% Single source.
Single source
Only one AI model returns this statistic from its training data. The figure comes from a single primary source and has not been corroborated by independent systems. Use with caution; cross-reference before citing.
AI consensus: 1 of 4 models agree
Directional
Multiple AI models cite this figure or figures in the same direction, but with minor variance. The trend and magnitude are reliable; the precise decimal may differ by source. Suitable for directional analysis.
AI consensus: 2–3 of 4 models broadly agree
Verified
All AI models independently return the same statistic, unprompted. This level of cross-model agreement indicates the figure is robustly established in published literature and suitable for citation.
AI consensus: 4 of 4 models fully agree
Models
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Helena Kowalczyk. (2026, February 13). Toilet Paper Statistics. Gitnux. https://gitnux.org/toilet-paper-statistics
MLA
Helena Kowalczyk. "Toilet Paper Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/toilet-paper-statistics.
Chicago
Helena Kowalczyk. 2026. "Toilet Paper Statistics." Gitnux. https://gitnux.org/toilet-paper-statistics.
References
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- 3businesswire.com/news/home/20230131005886/en/Europe-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 4businesswire.com/news/home/20230131005887/en/United-States-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 5businesswire.com/news/home/20230131005885/en/India-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 6businesswire.com/news/home/20230131005888/en/Japan-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 7businesswire.com/news/home/20230131005886/en/Brazil-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 8businesswire.com/news/home/20230131005890/en/Canada-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 9businesswire.com/news/home/20230131005881/en/South-Africa-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 10businesswire.com/news/home/20230131005892/en/UK-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 11businesswire.com/news/home/20230131005900/en/Germany-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 12businesswire.com/news/home/20230131005894/en/France-Toilet-Paper-Market-2022-2032-by-Type-Distribution-Channel-and-Brand-Global-Industry-Report
- 13statista.com/topics/2407/toilet-paper-market/
- 14iea.org/reports
- 17iea.org/data-and-statistics/data-product/energy-prices
- 15bbc.com/news/business
- 16worldbank.org/en/research/commodity-markets
- 18fao.org/faostat/en/
- 19lendingclub.com/uk-grocery-toilet-tissue-sales-2023.pdf
- 20bls.gov/cew/data.htm
- 23bls.gov/cpi/
- 24bls.gov/ppi/
- 21fibre2fashion.com/industry-article/10059-toilet-tissue-market-share
- 22environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en