Toilet, Towel and Tissue Paper Market

The article discusses the upward trend in global demand for toilet paper, napkins, towels, and tissue stock, forecasting a CAGR of +3.5% in volume and +5.1% in value by 2030. It details market performance, consumption patterns, production volumes, import and export trends, as well as key consuming and producing countries. The analysis shows fluctuations in market growth over the years, with notable increases in consumption, production, and trade. Overall, the market for toilet paper and related products is set to continue growing in the immediate future.

Market Forecast

Driven by increasing demand for toilet paper, napkins, towels and tissue stock worldwide, the market is expected to continue an upward consumption trend over the next eight-year period. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +3.5% for the period from 2022 to 2030, which is projected to bring the market volume to 125M tons by the end of 2030.

In value terms, the market is forecast to increase with an anticipated CAGR of +5.1% for the period from 2022 to 2030, which is projected to bring the market value to $271.3B (in nominal prices) by the end of 2030.

Consumption

World Consumption of Toilet Paper, Napkins, Towels and Tissue Stock

In 2022, after ten years of growth, there was decline in consumption of toilet paper, napkins, towels and tissue stock, when its volume decreased by -3.2% to 95M tons. The total consumption volume increased at an average annual rate of +3.3% from 2012 to 2022; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. Global consumption peaked at 98M tons in 2021, and then dropped in the following year.

The revenue of the market for toilet paper, napkins, towels and tissue stock worldwide was estimated at $181.9B in 2022, almost unchanged from the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +4.1% over the period from 2012 to 2022; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2017 when the market value increased by 8.8% against the previous year. Global consumption peaked in 2022 and is likely to continue growth in the immediate term.

Consumption By Country

The countries with the highest volumes of consumption in 2022 were China (21M tons), the United States (11M tons) and India (3.8M tons), together accounting for 38% of global consumption. Japan, Brazil, Nigeria, Russia, Mexico, Pakistan, Bangladesh, Canada, Indonesia and the UK lagged somewhat behind, together comprising a further 25%.

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the key consuming countries, was attained by Nigeria (with a CAGR of +7.3%), while consumption for the other global leaders experienced more modest paces of growth.

In value terms, China ($38.7B), the United States ($21.3B) and Japan ($9.8B) were the countries with the highest levels of market value in 2022, together comprising 38% of the global market. India, Brazil, Mexico, Canada, Pakistan, Russia, Nigeria, Bangladesh, Indonesia and the UK lagged somewhat behind, together comprising a further 21%.

Among the main consuming countries, India, with a CAGR of +8.4%, saw the highest growth rate of market size over the period under review, while market for the other global leaders experienced more modest paces of growth.

The countries with the highest levels of toilet, towel and tissue paper per capita consumption in 2022 were Canada (51 kg per person), the United States (34 kg per person) and Japan (28 kg per person).

From 2012 to 2022, the biggest increases were recorded for India (with a CAGR of +5.1%), while consumption for the other global leaders experienced more modest paces of growth.

Consumption By Type

The products with the highest volumes of consumption in 2022 were toilet or facial tissue stock, towel and similar paper (72M tons), toilet paper (38M tons) and paper hand towels (21M tons).

From 2012 to 2022, the most notable rate of growth in terms of consumption, amongst the leading consumed products, was attained by toilet or facial tissue stock, towel and similar paper (with a CAGR of +5.8%), while consumption for the other products experienced more modest paces of growth.

In value terms, toilet or facial tissue stock, towel and similar paper ($107.8B), toilet paper ($75.4B) and paper hand towels ($52B) appeared to be the products with the highest levels of market value in 2022.

Among the main consumed products, paper hand towels, with a CAGR of +5.7%, saw the highest growth rate of market size over the period under review, while market for the other products experienced more modest paces of growth.

Production

World Production of Toilet Paper, Napkins, Towels and Tissue Stock

In 2022, production of toilet paper, napkins, towels and tissue stock decreased by -3% to 95M tons for the first time since 2011, thus ending a ten-year rising trend. The total output volume increased at an average annual rate of +3.3% over the period from 2012 to 2022; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2015 when the production volume increased by 5.9% against the previous year. Over the period under review, global production attained the maximum volume at 98M tons in 2021, and then contracted modestly in the following year.

In value terms, toilet, towel and tissue paper production stood at $183.1B in 2022 estimated in export price. Over the period under review, the total production indicated pronounced growth from 2012 to 2022: its value increased at an average annual rate of +4.4% over the last decade. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2022 figures, production increased by +4.6% against 2020 indices. The most prominent rate of growth was recorded in 2018 with an increase of 12%. Over the period under review, global production reached the maximum level at $198B in 2019; however, from 2020 to 2022, production failed to regain momentum.

Production By Country

The countries with the highest volumes of production in 2022 were China (21M tons), the United States (11M tons) and India (3.8M tons), with a combined 38% share of global production. Japan, Brazil, Nigeria, Indonesia, Russia, Mexico, Pakistan, Bangladesh, Canada and Italy lagged somewhat behind, together accounting for a further 26%.

From 2012 to 2022, the biggest increases were recorded for Nigeria (with a CAGR of +7.3%), while production for the other global leaders experienced more modest paces of growth.

Production By Type

The products with the highest volumes of production in 2022 were toilet or facial tissue stock, towel and similar paper (72M tons), toilet paper (39M tons) and paper hand towels (21M tons).

From 2012 to 2022, the most notable rate of growth in terms of production, amongst the leading produced products, was attained by toilet or facial tissue stock, towel and similar paper (with a CAGR of +5.8%), while production for the other products experienced more modest paces of growth.

In value terms, the largest types of toilet paper, napkins, towels and tissue stock in terms of market size were toilet or facial tissue stock, towel and similar paper ($110.5B), toilet paper ($76.3B) and paper hand towels ($52.1B).

In terms of the main produced products, paper hand towels, with a CAGR of +6.0%, saw the highest rates of growth with regard to market size over the period under review, while production for the other products experienced more modest paces of growth.

Imports

World Imports of Toilet Paper, Napkins, Towels and Tissue Stock

In 2022, global imports of toilet paper, napkins, towels and tissue stock expanded modestly to 7.5M tons, with an increase of 1.9% on 2021. The total import volume increased at an average annual rate of +2.4% over the period from 2012 to 2022; the trend pattern remained relatively stable, with somewhat noticeable fluctuations throughout the analyzed period. The most prominent rate of growth was recorded in 2013 when imports increased by 6.8% against the previous year. Global imports peaked at 8.1M tons in 2020; however, from 2021 to 2022, imports failed to regain momentum.

In value terms, toilet, towel and tissue paper imports soared to $14.7B in 2022. The total import value increased at an average annual rate of +3.2% over the period from 2012 to 2022; the trend pattern remained consistent, with only minor fluctuations in certain years. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports By Country

In 2022, the United States (671K tons), Germany (626K tons), the UK (519K tons), France (396K tons), Canada (279K tons), the Netherlands (250K tons), Australia (236K tons), Japan (210K tons), Belgium (184K tons), Hong Kong SAR (175K tons), the Czech Republic (173K tons) and Poland (173K tons) represented the key importer of toilet paper, napkins, towels and tissue stock in the world, committing 52% of total import. Spain (133K tons) took a little share of total imports.

From 2012 to 2022, the most notable rate of growth in terms of purchases, amongst the key importing countries, was attained by Japan (with a CAGR of +7.0%), while imports for the other global leaders experienced more modest paces of growth.

In value terms, Germany ($1.3B), the United States ($1.2B) and the UK ($973M) constituted the countries with the highest levels of imports in 2022, with a combined 23% share of global imports. France, Canada, the Netherlands, Australia, Japan, Belgium, the Czech Republic, Poland, Hong Kong SAR and Spain lagged somewhat behind, together comprising a further 30%.

The Netherlands, with a CAGR of +6.6%, saw the highest rates of growth with regard to the value of imports, in terms of the main importing countries over the period under review, while purchases for the other global leaders experienced more modest paces of growth.

Imports By Type

In 2022, toilet or facial tissue stock, towel and similar paper (3.3M tons) and paper hand towels (2.3M tons) were the largest types of toilet paper, napkins, towels and tissue stockin the world, together recording approx. 74% of total imports. It was distantly followed by toilet paper (2M tons), creating a 26% share of total imports.

From 2012 to 2022, the most notable rate of growth in terms of purchases, amongst the key imported products, was attained by toilet or facial tissue stock, towel and similar paper (with a CAGR of +3.6%), while imports for the other products experienced more modest paces of growth.

In value terms, the largest types of imported toilet paper, napkins, towels and tissue stock were toilet or facial tissue stock, towel and similar paper ($5.4B), paper hand towels ($5.3B) and toilet paper ($4.1B).

Among the main imported products, toilet or facial tissue stock, towel and similar paper, with a CAGR of +4.6%, recorded the highest growth rate of the value of imports, over the period under review, while purchases for the other products experienced more modest paces of growth.

Import Prices By Type

The average import price for toilet paper, napkins, towels and tissue stock stood at $1,952 per ton in 2022, picking up by 19% against the previous year. In general, the import price recorded a relatively flat trend pattern. As a result, import price reached the peak level and is likely to continue growth in the immediate term.

Average prices varied somewhat amongst the major imported products. In 2022, the product with the highest price was paper hand towels ($2,325 per ton), while the price for toilet or facial tissue stock, towel and similar paper ($1,633 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by tissue paper (+1.0%), while the other products experienced more modest paces of growth.

Import Prices By Country

In 2022, the average import price for toilet paper, napkins, towels and tissue stock amounted to $1,952 per ton, surging by 19% against the previous year. Overall, the import price saw a relatively flat trend pattern. As a result, import price reached the peak level and is likely to continue growth in the immediate term.

Average prices varied somewhat amongst the major importing countries. In 2022, major importing countries recorded the following prices: in Canada ($2,360 per ton) and the Netherlands ($2,146 per ton), while Hong Kong SAR ($1,634 per ton) and the United States ($1,815 per ton) were amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by the Czech Republic (+2.6%), while the other global leaders experienced more modest paces of growth.

Exports

World Exports of Toilet Paper, Napkins, Towels and Tissue Stock

In 2022, approx. 7.9M tons of toilet paper, napkins, towels and tissue stock were exported worldwide; surging by 4.8% against 2021. The total export volume increased at an average annual rate of +2.7% from 2012 to 2022; the trend pattern remained relatively stable, with only minor fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2013 with an increase of 8.4%. The global exports peaked at 8.3M tons in 2020; however, from 2021 to 2022, the exports stood at a somewhat lower figure.

In value terms, toilet, towel and tissue paper exports soared to $15.6B in 2022. The total export value increased at an average annual rate of +3.9% over the period from 2012 to 2022; the trend pattern indicated some noticeable fluctuations being recorded in certain years. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports By Country

In 2022, Italy (792K tons), Indonesia (771K tons), China (715K tons), Germany (625K tons), Turkey (445K tons), the United States (440K tons), Poland (370K tons), France (316K tons), Canada (297K tons), Sweden (262K tons), Spain (215K tons) and Mexico (165K tons) represented the main exporter of toilet paper, napkins, towels and tissue stock in the world, generating 69% of total export. Portugal (143K tons) followed a long way behind the leaders.

From 2012 to 2022, the biggest increases were recorded for Indonesia (with a CAGR of +10.4%), while shipments for the other global leaders experienced more modest paces of growth.

In value terms, the largest toilet, towel and tissue paper supplying countries worldwide were China ($1.8B), Italy ($1.6B) and Germany ($1.5B), with a combined 31% share of global exports. The United States, Indonesia, Turkey, Poland, France, Canada, Sweden, Spain, Mexico and Portugal lagged somewhat behind, together accounting for a further 40%.

In terms of the main exporting countries, Turkey, with a CAGR of +11.5%, recorded the highest growth rate of the value of exports, over the period under review, while shipments for the other global leaders experienced more modest paces of growth.

Exports By Type

Toilet or facial tissue stock, towel and similar paper (3.4M tons) and paper hand towels (2.4M tons) represented roughly 73% of total exports in 2022. It was distantly followed by toilet paper (2.1M tons), committing a 27% share of total exports.

From 2012 to 2022, the biggest increases were recorded for toilet or facial tissue stock, towel and similar paper (with a CAGR of +4.3%), while shipments for the other products experienced more modest paces of growth.

In value terms, the largest types of exported toilet paper, napkins, towels and tissue stock were paper hand towels ($5.7B), toilet or facial tissue stock, towel and similar paper ($5.3B) and toilet paper ($4.6B).

Toilet or facial tissue stock, towel and similar paper, with a CAGR of +5.2%, recorded the highest growth rate of the value of exports, in terms of the main exported products over the period under review, while shipments for the other products experienced more modest paces of growth.

Export Prices By Type

In 2022, the average export price for toilet paper, napkins, towels and tissue stock amounted to $1,980 per ton, jumping by 19% against the previous year. Over the last decade, it increased at an average annual rate of +1.2%. As a result, the export price reached the peak level and is likely to continue growth in the immediate term.

Prices varied noticeably by the product type; the product with the highest price was paper hand towels ($2,421 per ton), while the average price for exports of toilet or facial tissue stock, towel and similar paper ($1,566 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by toilet paper (+1.6%), while the other products experienced more modest paces of growth.

Export Prices By Country

The average export price for toilet paper, napkins, towels and tissue stock stood at $1,980 per ton in 2022, picking up by 19% against the previous year. Over the last decade, it increased at an average annual rate of +1.2%. As a result, the export price attained the peak level and is likely to continue growth in the immediate term.

There were significant differences in the average prices amongst the major exporting countries. In 2022, amid the top suppliers, the country with the highest price was China ($2,511 per ton), while Indonesia ($1,223 per ton) was amongst the lowest.

From 2012 to 2022, the most notable rate of growth in terms of prices was attained by China (+6.2%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform