By 2030, the global toilet paper market is projected to climb to $71.5 billion, up from $55.6 billion in 2023, while prices kept tightening households budgets. In the US, the toilet paper consumer price index rose from 201.5 in 2020=100 to 226.8 by 2023, even as electricity and natural gas also jumped. The result is a surprisingly uneven picture of how people buy, pay, and replace this everyday staple across countries and supply chains.
Key Takeaways
- The global toilet paper market is projected to reach $71.5 billion by 2030 (from $55.6 billion in 2023)
- $14.1 billion is projected global toilet tissue and towels market value for 2023 in one major industry forecast segment (useful as a cross-check datapoint within hygiene paper categories)
- $1.3 billion in toilet paper imports was recorded into Canada in 2022 (customs trade value benchmark for market access)
- In 2022, the global average price of toilet paper increased by 6.4% year-over-year
- In 2023, global toilet paper prices increased by 3.9% compared with 2022
- UK consumer prices for toilet tissue increased by 14.3% in 2022
- The EU Packaging and Packaging Waste Directive requires recycling targets including 70% for packaging waste overall by 2030
- The EU Single-Use Plastics Directive restricts certain disposable plastic items; while not specific to toilet paper, it is part of household packaging compliance context
- EU REACH authorisation applies to substances of very high concern; registered producers/importers must submit chemical safety reports
- ~16% of global pulp production was used for paper grades in 2022, supporting the material supply chain that ultimately feeds tissue manufacturing (toilet paper is a tissue product grade)
- India’s hygiene paper production reached about 3.5 million tons in 2021 for tissue grades (toilet paper is within tissue category), per trade-industry reporting
- In the UK, toilet paper (tissue products) is a subcategory under household goods; consumer research indicates roughly 70% of shoppers buy toilet paper at least once per month
- In France, toilet paper purchase frequency among households is about once per month on average in consumer panels reported by major retailer scan data
- EU Regulation (EC) No 1935/2004 requires materials intended to come into contact with food to be traceable and safe; tissue packaging can fall into contact-adjacent distribution contexts
- US households spent 1.9% of total household expenditures on paper products in 2022 per US consumer expenditure surveys (bathroom tissue subcomponent)
Toilet paper demand is steady worldwide despite rising prices, with the market set to hit $71.5 billion by 2030.
Related reading
01 · Category
Market Size4 stats
01
The global toilet paper market is projected to reach $71.5 billion by 2030 (from $55.6 billion in 2023)
02
$14.1 billion is projected global toilet tissue and towels market value for 2023 in one major industry forecast segment (useful as a cross-check datapoint within hygiene paper categories)
03
$1.3 billion in toilet paper imports was recorded into Canada in 2022 (customs trade value benchmark for market access)
04
In 2021, global sanitary paper market size was estimated around $150+ billion for tissue and hygiene categories in industry market studies (toilet paper is within sanitary/tissue)
Interpretation
Market Size Interpretation
The market size for toilet paper is set to grow from $55.6 billion in 2023 to $71.5 billion by 2030, signaling strong expansion within the broader sanitary tissue and hygiene category where global tissue and hygiene is estimated at $150+ billion and where major industry benchmarks already show sizable related segments like $14.1 billion for toilet tissue and towels in 2023.
02 · Category
Cost Analysis8 stats
01
In 2022, the global average price of toilet paper increased by 6.4% year-over-year
02
In 2023, global toilet paper prices increased by 3.9% compared with 2022
03
UK consumer prices for toilet tissue increased by 14.3% in 2022
04
France toilet paper prices rose by 5.7% in 2022
05
In 2021, US household spending on paper products (including bathroom tissue) was $20.4 billion
06
US Bureau of Labor Statistics reported toilet paper consumer price index values that increased from 201.5 (2020=100) in 2021 to 226.8 (2020=100) in 2023
07
US residential electricity retail price increased from 12.78 cents/kWh in 2021 to 14.08 cents/kWh in 2022
08
US natural gas price increased from $3.83/MMBtu in 2021 to $6.47/MMBtu in 2022
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, toilet paper stayed on an upward pricing path with global prices rising 6.4% in 2022 and another 3.9% in 2023, while the UK saw a much steeper 14.3% jump in 2022.
03 · Category
Sustainability & Compliance4 stats
01
The EU Packaging and Packaging Waste Directive requires recycling targets including 70% for packaging waste overall by 2030
02
The EU Single-Use Plastics Directive restricts certain disposable plastic items; while not specific to toilet paper, it is part of household packaging compliance context
03
EU REACH authorisation applies to substances of very high concern; registered producers/importers must submit chemical safety reports
04
The EU Waste Framework Directive sets a waste hierarchy prioritizing prevention, reuse, recycling, and recovery over disposal
Interpretation
Sustainability & Compliance Interpretation
From a Sustainability and Compliance perspective, the clearest trend is that EU packaging rules are pushing toward high recycling outcomes, with a 70% target for packaging waste by 2030, alongside broader compliance frameworks like waste hierarchy and chemical reporting obligations that reinforce prevention and responsible material management.
04 · Category
Market Supply2 stats
01
~16% of global pulp production was used for paper grades in 2022, supporting the material supply chain that ultimately feeds tissue manufacturing (toilet paper is a tissue product grade)
02
India’s hygiene paper production reached about 3.5 million tons in 2021 for tissue grades (toilet paper is within tissue category), per trade-industry reporting
Interpretation
Market Supply Interpretation
From a market supply perspective, about 16% of global pulp production in 2022 went into paper grades that feed tissue manufacturing, and India’s tissue-grade hygiene output hit roughly 3.5 million tons in 2021, underscoring a sizable and geographically active supply base for toilet paper.
More related reading
05 · Category
User Adoption2 stats
01
In the UK, toilet paper (tissue products) is a subcategory under household goods; consumer research indicates roughly 70% of shoppers buy toilet paper at least once per month
02
In France, toilet paper purchase frequency among households is about once per month on average in consumer panels reported by major retailer scan data
Interpretation
User Adoption Interpretation
User adoption looks consistently strong across Europe as both the UK and France show toilet paper being purchased about monthly by roughly 70% of UK shoppers and around once per month per household in French retailer scan panels.
06 · Category
Packaging & Compliance1 stats
01
EU Regulation (EC) No 1935/2004 requires materials intended to come into contact with food to be traceable and safe; tissue packaging can fall into contact-adjacent distribution contexts
Interpretation
Packaging & Compliance Interpretation
EU Regulation (EC) No 1935/2004 emphasizes traceability and safety for food-contact materials, so packaging used around tissue distribution may need to comply with these requirements to demonstrate compliance.
07 · Category
Market Demand2 stats
01
US households spent 1.9% of total household expenditures on paper products in 2022 per US consumer expenditure surveys (bathroom tissue subcomponent)
02
In 2023, paper-based hygiene products were among the most used materials for hygiene paper per OECD consumption accounting, supporting stable underlying demand
Interpretation
Market Demand Interpretation
From the market demand perspective, US households spent 1.9% of total expenditures on paper products in 2022, and in 2023 paper-based hygiene materials remained among the most used for hygiene paper per OECD data, indicating stable underlying demand.
08 · Category
Industry Trends2 stats
01
In 2022, global newsprint and writing/printing paper demand declined ~6% while tissue segments held up, indicating tissue resilience within paper markets (toilet paper is a tissue product)
02
Tissue product production in Europe increased in 2021–2022 after COVID disruptions by ~2–4% in multiple country reports, reflecting normalized demand for toilet paper
Interpretation
Industry Trends Interpretation
In 2022, while global newsprint and writing and printing paper demand fell about 6%, tissue products stayed resilient and continued to reflect recovery as European toilet paper production rose roughly 2 to 4% in 2021 to 2022 after COVID disruptions.
Reference
Cite This Report
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APA
Isabelle Moreau. (2026, February 13). Toilet Paper Usage Statistics. Gitnux. https://gitnux.org/toilet-paper-usage-statistics
MLA
Isabelle Moreau. "Toilet Paper Usage Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/toilet-paper-usage-statistics.
Chicago
Isabelle Moreau. 2026. "Toilet Paper Usage Statistics." Gitnux. https://gitnux.org/toilet-paper-usage-statistics.
Sources & references
25 datasets cited across this report · attribution is report-level
+9 additional datasets cited (not shown individually)