Feb 15, 2025
IndexBox has just published a new report: World - Toilet Paper, Napkins, Towels and Tissue Stock - Market Analysis, Forecast, Size, Trends And Insights.
Driven by rising demand, the market for toilet paper, napkins, towels, and tissue stock is forecasted to grow at a CAGR of +4.7% in volume and +6.9% in value from 2024 to 2030. This growth trend is expected to continue, resulting in a significant increase in market volume and value by the end of the forecast period.
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 six-year period. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +4.7% for the period from 2024 to 2030, which is projected to bring the market volume to 184M tons by the end of 2030.
In value terms, the market is forecast to increase with an anticipated CAGR of +6.9% for the period from 2024 to 2030, which is projected to bring the market value to $381.2B (in nominal wholesale prices) by the end of 2030.
Consumption
World Consumption of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, global consumption of toilet paper, napkins, towels and tissue stock rose slightly to 139M tons, growing by 2.1% compared with 2023. The total consumption volume increased at an average annual rate of +4.2% over the period from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Over the period under review, global consumption hit record highs at 142M tons in 2022; however, from 2023 to 2024, consumption failed to regain momentum.
The revenue of the market for toilet paper, napkins, towels and tissue stock worldwide stood at $255.2B in 2024, approximately equating 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). In general, the total consumption indicated notable growth from 2013 to 2024: its value increased at an average annual rate of +4.5% over the last eleven-year period. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, consumption decreased by -1.0% against 2022 indices. Global consumption peaked at $257.8B in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.
Consumption By Country
The countries with the highest volumes of consumption in 2024 were China (25M tons), the United States (16M tons) and India (9.8M tons), with a combined 36% share of global consumption. Pakistan, Nigeria, Japan, Brazil, Russia, Indonesia and Mexico lagged somewhat behind, together comprising a further 23%.
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the leading consuming countries, was attained by Nigeria (with a CAGR of +8.4%), while consumption for the other global leaders experienced more modest paces of growth.
In value terms, the largest toilet, towel and tissue paper markets worldwide were China ($45.7B), the United States ($29.7B) and India ($16.3B), together accounting for 36% of the global market.
The United States, with a CAGR of +8.0%, recorded the highest growth rate of market size in terms of the main consuming countries 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 2024 were the United States (47 kg per person), Japan (41 kg per person) and Russia (31 kg per person).
From 2013 to 2024, the biggest increases were recorded for the United States (with a CAGR of +7.2%), 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 2024 were toilet or facial tissue stock, towel and similar paper (74M tons), toilet paper (41M tons) and paper hand towels (23M tons).
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the main consumed products, was attained by paper hand towels (with a CAGR of +4.7%), while consumption for the other products experienced more modest paces of growth.
In value terms, toilet or facial tissue stock, towel and similar paper ($113.2B), toilet paper ($82.6B) and paper hand towels ($57.3B) appeared to be the products with the highest levels of market value in 2024.
Among the main consumed products, paper hand towels, with a CAGR of +5.5%, saw the highest rates of growth with regard to 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 2024, approx. 139M tons of toilet paper, napkins, towels and tissue stock were produced worldwide; surging by 1.7% on 2023. The total output volume increased at an average annual rate of +4.2% from 2013 to 2024; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. The growth pace was the most rapid in 2017 when the production volume increased by 10% against the previous year. Global production peaked at 142M tons in 2022; however, from 2023 to 2024, production stood at a somewhat lower figure.
In value terms, toilet, towel and tissue paper production expanded modestly to $256.7B in 2024 estimated in export price. Overall, the total production indicated temperate growth from 2013 to 2024: its value increased at an average annual rate of +4.5% over the last eleven years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2024 figures, production decreased by -1.5% against 2022 indices. The growth pace was the most rapid in 2017 with an increase of 13% against the previous year. Over the period under review, global production attained the maximum level at $260.7B in 2022; however, from 2023 to 2024, production stood at a somewhat lower figure.
Production By Country
The countries with the highest volumes of production in 2024 were China (26M tons), the United States (16M tons) and India (9.8M tons), together accounting for 37% of global production. Pakistan, Nigeria, Japan, Indonesia, Brazil, Russia and Mexico lagged somewhat behind, together accounting for a further 24%.
From 2013 to 2024, the most notable rate of growth in terms of production, amongst the main producing countries, was attained by Nigeria (with a CAGR of +8.4%), 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 2024 were toilet or facial tissue stock, towel and similar paper (74M tons), toilet paper (41M tons) and paper hand towels (23M tons).
From 2013 to 2024, the biggest increases were recorded for paper hand towels (with a CAGR of +4.7%), 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 ($113.6B), toilet paper ($83.5B) and paper hand towels ($57.6B).
Among the main produced products, paper hand towels, with a CAGR of +5.5%, recorded the highest growth rate of 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 2024, after two years of growth, there was decline in supplies from abroad of toilet paper, napkins, towels and tissue stock, when their volume decreased by -3.9% to 7.5M tons. The total import volume increased at an average annual rate of +1.4% from 2013 to 2024; the trend pattern remained relatively stable, with somewhat noticeable fluctuations being observed throughout the analyzed period. The most prominent rate of growth was recorded in 2015 when imports increased by 5.9%. Global imports peaked at 8.1M tons in 2020; however, from 2021 to 2024, imports failed to regain momentum.
In value terms, toilet, towel and tissue paper imports declined to $14.5B in 2024. The total import value increased at an average annual rate of +2.1% from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2022 with an increase of 22% against the previous year. Global imports peaked at $15.9B in 2023, and then contracted in the following year.
Imports By Country
In 2024, the United States (887K tons), followed by the UK (507K tons) and Germany (400K tons) were the key importers of toilet paper, napkins, towels and tissue stock, together comprising 24% of total imports. Canada (314K tons), France (266K tons), Japan (241K tons), the Netherlands (215K tons), Australia (196K tons), Poland (165K tons) and the Czech Republic (162K tons) took a relatively small share of total imports.
From 2013 to 2024, the biggest increases were recorded for Japan (with a CAGR of +5.1%), while purchases for the other global leaders experienced more modest paces of growth.
In value terms, the largest toilet, towel and tissue paper importing markets worldwide were the United States ($1.6B), the UK ($876M) and Germany ($849M), with a combined 23% share of global imports. Canada, France, Australia, the Netherlands, Japan, the Czech Republic and Poland lagged somewhat behind, together accounting for a further 24%.
Australia, with a CAGR of +6.5%, 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
Toilet or facial tissue stock, towel and similar paper was the major type of toilet paper, napkins, towels and tissue stock in the world, with the volume of imports accounting for 3.4M tons, which was near 46% of total imports in 2024. It was distantly followed by paper hand towels (2.2M tons) and toilet paper (1.9M tons), together constituting a 54% share of total imports.
From 2013 to 2024, the most notable rate of growth in terms of purchases, amongst the leading imported products, was attained by toilet or facial tissue stock, towel and similar paper (with a CAGR of +2.9%), while imports for the other products experienced mixed trends in the imports figures.
In value terms, paper hand towels ($5.4B), toilet or facial tissue stock, towel and similar paper ($5.1B) and toilet paper ($4.1B) appeared to be the products with the highest levels of imports in 2024.
Toilet or facial tissue stock, towel and similar paper, with a CAGR of +2.6%, saw the highest rates of growth with regard to the value of imports, among the main imported products 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 $1,939 per ton in 2024, falling by -5.1% against the previous year. In general, the import price, however, saw a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 an increase of 19% against the previous year. Over the period under review, average import prices attained the maximum at $2,043 per ton in 2023, and then reduced in the following year.
Prices varied noticeably by the product type; the product with the highest price was paper hand towels ($2,477 per ton), while the price for toilet or facial tissue stock, towel and similar paper ($1,468 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by paper hand towels (+1.5%), while the other products experienced mixed trends in the import price figures.
Import Prices By Country
The average import price for toilet paper, napkins, towels and tissue stock stood at $1,939 per ton in 2024, dropping by -5.1% against the previous year. In general, the import price, however, recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 an increase of 19% against the previous year. Over the period under review, average import prices attained the maximum at $2,043 per ton in 2023, and then fell in the following year.
Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Australia ($2,808 per ton), while the UK ($1,726 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Australia (+5.3%), while the other global leaders experienced more modest paces of growth.
Exports
World Exports of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, shipments abroad of toilet paper, napkins, towels and tissue stock decreased by -10% to 7.4M tons for the first time since 2021, thus ending a two-year rising trend. The total export volume increased at an average annual rate of +1.2% from 2013 to 2024; the trend pattern remained consistent, with only minor fluctuations being observed throughout the analyzed period. The pace of growth appeared the most rapid in 2020 with an increase of 9.6%. As a result, the exports reached the peak of 8.6M tons. From 2021 to 2024, the growth of the global exports remained at a somewhat lower figure.
In value terms, toilet, towel and tissue paper exports reduced notably to $14.2B in 2024. The total export value increased at an average annual rate of +1.7% from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The growth pace was the most rapid in 2022 with an increase of 27% against the previous year. Over the period under review, the global exports hit record highs at $16.7B in 2023, and then dropped rapidly in the following year.
Exports By Country
In 2024, China (1.2M tons), distantly followed by Turkey (567K tons), Italy (556K tons), Indonesia (498K tons), the United States (431K tons) and Germany (392K tons) were the key exporters of toilet paper, napkins, towels and tissue stock, together constituting 49% of total exports. The following exporters - Canada (334K tons), Poland (267K tons), Spain (217K tons) and France (216K tons) - together made up 14% of total exports.
Exports from China increased at an average annual rate of +6.4% from 2013 to 2024. At the same time, Turkey (+9.3%), Spain (+2.7%) and Indonesia (+2.6%) displayed positive paces of growth. Moreover, Turkey emerged as the fastest-growing exporter exported in the world, with a CAGR of +9.3% from 2013-2024. Canada and Poland experienced a relatively flat trend pattern. By contrast, the United States (-1.1%), Italy (-2.2%), France (-3.1%) and Germany (-4.2%) illustrated a downward trend over the same period. While the share of China (+6.7 p.p.) and Turkey (+4.3 p.p.) increased significantly in terms of the global exports from 2013-2024, the share of the United States (-1.7 p.p.), France (-1.8 p.p.), Italy (-3.4 p.p.) and Germany (-4.3 p.p.) displayed negative dynamics. The shares of the other countries remained relatively stable throughout the analyzed period.
In value terms, China ($2.1B), Italy ($1.1B) and Germany ($1B) appeared to be the countries with the highest levels of exports in 2024, together comprising 29% of global exports. The United States, Canada, Turkey, Poland, France, Indonesia and Spain lagged somewhat behind, together comprising a further 32%.
Turkey, with a CAGR of +9.5%, recorded the highest rates of growth with regard to the value of exports, among the main exporting countries 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 was the largest type of toilet paper, napkins, towels and tissue stock in the world, with the volume of exports reaching 3.4M tons, which was near 45% of total exports in 2024. It was distantly followed by paper hand towels (2.1M tons) and toilet paper (2M tons), together generating a 55% share of total exports.
From 2013 to 2024, the most notable rate of growth in terms of shipments, amongst the key exported products, was attained by toilet or facial tissue stock, towel and similar paper (with a CAGR of +2.8%), while the other products experienced mixed trends in the exports figures.
In value terms, the largest types of exported toilet paper, napkins, towels and tissue stock were paper hand towels ($5.2B), toilet or facial tissue stock, towel and similar paper ($4.7B) and toilet paper ($4.4B).
Toilet or facial tissue stock, towel and similar paper, with a CAGR of +2.4%, recorded the highest rates of growth with regard to the value of exports, among 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
The average export price for toilet paper, napkins, towels and tissue stock stood at $1,906 per ton in 2024, shrinking by -5.7% against the previous year. Over the period under review, the export price, however, showed a relatively flat trend pattern. The growth pace was the most rapid in 2022 an increase of 19% against the previous year. Over the period under review, the average export prices reached the peak figure at $2,020 per ton in 2023, and then declined in the following year.
There were significant differences in the average prices amongst the major exported products. In 2024, the product with the highest price was paper hand towels ($2,441 per ton), while the average price for exports of toilet or facial tissue stock, towel and similar paper ($1,389 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by toilet paper (+1.2%), while the other products experienced mixed trends in the export price figures.
Export Prices By Country
The average export price for toilet paper, napkins, towels and tissue stock stood at $1,906 per ton in 2024, dropping by -5.7% against the previous year. In general, the export price, however, saw a relatively flat trend pattern. The most prominent rate of growth was recorded in 2022 an increase of 19% against the previous year. Over the period under review, the average export prices reached the peak figure at $2,020 per ton in 2023, and then reduced in the following year.
Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Germany ($2,642 per ton), while Indonesia ($905 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Poland (+2.9%), while the other global leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
