North America Toilet Paper Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

North America toilet paper market size reached around USD 12.36 Billion in 2024. The market is projected to grow at a CAGR of 5.10% between 2025 and 2034 to reach nearly USD 20.33 Billion by 2034.

North America Toilet Paper Market Growth

The increasing population is one of the major drivers for the growth of North America toilet paper market. Rapid urbanisation, new household construction, and the establishment of public institutions such as schools, parks, and colleges is also fuelling the overall toilet paper consumption in the region. According to the World Bank, the North American population grew by 0.8% in 2023, and Canada, being the major contributor, witnessed a rise of 2.9%. This is expected to raise the demand for toilet paper in the coming years.

Besides, toilet paper consumption in North America has also grown due to the expansion of e-commerce retail. Consumers have shown a preference for purchasing toilet paper products online due to the availability of a wide variety of options, the convenience of receiving doorstep delivery, and the flexibility to return or exchange products in case of damage. Besides, e-commerce giants such as Walmart and Amazon are offering huge discounts on household necessities to promote bulk buying in the D2B and D2C segments. According to the US Census Bureau, the United States, driving the North America toilet paper market, witnessed retail e-commerce sales worth USD 291.6 billion in the second quarter of 2024, an increase of 1.3% from the first quarter of the year. As the trend continues, online sales are expected to boost the overall growth of the toilet paper industry for the long term.

Key Trends and Recent Developments

Bulk buying tendencies, preference for premium quality products, introduction of recyclable packaging, and new design innovations are fuelling the North America toilet paper market value.

July 2023

The Mexican toilet paper manufacturer, Grupo Corporativo Papelera acquired approximately 32 acres in East Montgomery Industrial Park in New Caney, USA to establish a new tissue and toilet paper manufacturing as well as converting facility. The brand launched its US arm, GCP Paper USA, in 2021 and since then served diverse consumer bases across the North American region.

March 2022

Canada-based Caboo Products, the retail market leader in household tree-free products, launched a new website and rebranded itself to offer its new range of products. The website featured a brand-new range of toilet paper rolls, paper towels, and baby wipes. Caboo is known for using renewable, fast-growing bamboo to create more sustainable tree-free alternatives to modern paper products.

December 2021

Kruger Products announced the expansion of the size and production of its future LDC tissue machine in the Canadian city of Sherbrooke. The machine was slated to be commissioned in 2024. After the machine was revealed on February 26th, 2021, a CAD 240-million expansion project to install it and add two converting lines was announced. Post expansion, the double-wide machine featuring LDC (light dry crepe) technology, was able to produce at least 60,000 metric tonnes of premium-quality tissue products annually for the Canadian and U.S. markets.

August 2021

Cascades, a global packaging company based in Quebec, Canada launched 100% recyclable plastic packaging for its Fluff & Tuff toilet tissue line by incorporating plastic poly film resins. An independent firm confirmed that the use of these 100% recycled resins reduced the impact of climate change by 76%. The deployment of this new packaging was completed by 2022.

Bulk buying is becoming a major trend of North America toilet paper market

Bulk buying of toilet paper has become a significant trend in North America driven by the risk of unprecedented emergencies, cost-efficiency, and reduced shopping visits. They are further supported by large discounts from retailers and wholesalers as well as consumer preference for massive items lasting for a longer duration. Moreover, to suit such trends, key players in North America toilet paper market are consistently inventing and innovating products that are more cost-efficient, space-saving, and ideal for bulk sales, mutually benefiting both shoppers and vendors alike. In a similar effort, Essity, a well-established tissue and toilet paper manufacturing company in North America, launched a new line of toilet paper rolls with 50% more sheets under the Cushelle’s Original, Quilted and Quilted Lotioned Longer Lasting Roll product ranges in June 2023.

Preference for premium quality products driving the North America toilet paper market development

As per the North America toilet paper market analysis, rising disposable income coupled with health and well-being concerns has increased the demand for premium quality toilet paper ensuring durability, softness, and enhanced comfort. These include multi-ply products made with superior materials, infused with fragrance, lotion, hypoallergenic materials, and extra-soft fibres. While lotion addresses sensitivity and irritation issues, hypoallergenic materials maintain gentle skin, and ultra-soft fibres help prevent dryness to offer a soothing experience. For instance, Canadian brand Resolute Tissue in May 2024 launched the Harmony ULTRA premium range of toilet paper products that offered superior performance, strength, softness, and durability to its customers.

Recyclable packaging is promoting long term sustainability and growth of the North America toilet paper market

Growing concerns over environmental sustainability are propelling both customers and manufacturers to opt for fully recyclable and biodegradable toilet paper. Major toilet paper brands have already introduced sustainable materials in their toilet paper products as well as their packaging, helping not only the customers but also the respective nations to achieve their carbon emission reduction targets, there by impacting the North America toilet paper market. Recently, in July 2023, Quilted Northern, a Georgia-Pacific Consumer Products (GP) brand, launched paper packaging for the bestselling packs of its Ultra Soft & Strong toilet paper line of products, making it the first national toilet paper brand to offer recyclable paper packaging.

New design innovations by key brands accelerating the North America toilet paper market expansion

The impact of design and innovation in the toilet paper market extends beyond mere aesthetic appeal. They introduce groundbreaking variations in sizes, shapes, and packaging. For instance, most toilet paper brands in the United States are introducing new roll sizes, such as mega or ultra rolls, to reduce the need for frequent changes. Similarly, a few of them are also bringing patterned or embossed toilet paper to enhance comfort and scope of use. Following the trend, Charmin, the age-old toilet paper brand of Proctor and Gamble replaced the square tear line in its toilet paper products with a wavy edge perforation for better and smoother tear, catering to a long-standing demand from its customers. This design change was the first by Charmin in 100 years and indicated the move’s impact on the brand’s growth.

North America Toilet Paper Market Trends

Expansion of Production Units by National and Internation Brands Adding to the North America Toilet Paper Market Revenue

To meet the growing demand for toilet paper in North America, major national and international brands are expanding their production capacities by acquiring new facilities or upgrading existing ones. They are also integrating new technologies to enhance the productivity of these facilities, leading to an increased supply of products at lower input and labour costs. North America toilet paper market analysis suggests that such efforts are bound to improve the overall revenue growth of the market and place the brand in a better position to meet consumer needs. For instance, the Italian brand Sofidel expanded its production capacity in the USA by acquiring a tissue mill that belonged to ST Paper in Duluth, Minnesota.The mill was reported to have a production capacity of up to 65.000 tpy of toilet and tissue paper.

North America Toilet Paper Industry Segmentation

The report titled “North America Toilet Paper Market Report and Forecast 2025-2034” offers a detailed analysis of the market based on the following segments:

Market Breakup by Type:

• 1 Ply
• 2 Ply
• Others

Market Breakup by End Use:

• Residential
• Commercial

Market Breakup by Distribution Channel:

• B2B
• B2C

Market Breakup by Country:

• United States
• Canada

North America Toilet Paper Market Share

1 Ply Products are Leading the Market Owing to Increased Use in Public Restrooms

1 Ply toilet papers are commonly used in public restrooms as they are cost-effective, durable, and thin enough to be easily flushed through the drains without causing any clogging issues. Moreover, they get easily dissolved in water leaving little to no waste behind. For instance, in Canada, 91% of the total population reported having a public park or green space near their locality in 2021, a 1% rise in two years. Moreover, 85% of the population claimed to have visited a nearby park or green space during this period. This indicates high traffic in public restrooms at these places, increasing the demand as well as consumption of 1 Ply toilet papers in the North America toilet paper market.

However, 2 Ply products are considered relatively superior in quality as they ensure softness, high absorbency, durability, better coverage, and enhanced comfort due to the use of hypoallergenic materials and double-layered structure. Their market in North America is being driven by the growing health and sanitation concerns. According to the National Institute of Health, about 23 million Americans visit a doctor’s clinic annually, seeking treatment for microbial infections caused due to compromised sanitation in toilet rooms. This can be easily avoided by using high-quality 2-ply toilet paper in public as well as private spaces.

Residential Sector is Witnessing High Toilet Paper Demand due to Surge in Housing Projects

As per the North America toilet paper market report, the residential market for toilet paper is growing due to the expansion of the housing sector in North American countries, especially Canada. With the growing native population and the influx of immigrants, Canada has been witnessing a rise in new house construction projects along with a surge in under-construction projects. In 2023, around 150,988 new apartment projects were sanctioned in the country, a rise from 148,038 projects in the previous year. Similarly, the under-construction and completed apartment projects grew by 30,000, and 2,000 units within this period. This indicates a growing demand for toilet paper in Canada’s residential sector in the coming years.

The toilet paper consumption is increasing in the commercial sector due to the growing tourism sector and the high demand for tourist accommodation services. Considering Canada as the core region for this analysis, the tourism expenditure in the fourth quarter of 2023 saw a 2.3% growth, whereas the annual expenditure witnessed a rise of 13.5% during the same year. Accommodation services, being one of the major contributors, grew by 3.9% in the fourth quarter, indicating an increasing consumption of toilet paper products for hospitality purposes.

Growing Wholesale Sales in the B2B Segment is Increasing the North America Toilet Paper Industry Revenue

As per the North America toilet paper market analysis, the B2B segment is growing due to increased wholesale sales in the region. The wholesale sector is highly cost-effective and ideal for bulk buying of products both by retail chains and customers. According to the Annual Wholesale Trade Survey conducted by the US Census Bureau, the United States, one of the largest consumers of toilet paper globally, recorded wholesale sales worth USD 11.38 trillion in 2022, a 17.4% increase since 2021. This highlighted the significance of the wholesale market in the toilet paper industry and, most importantly its contribution to the overall revenue growth.

Besides, major toilet paper brands in the North America toilet paper market are also expanding their products to retail supermarkets, increasing their B2C sales in the region. For instance, the famous Australia-based D2C toilet paper brand Who Gives a Crap? launched its 100% recyclable fibre toilet paper exclusively in the US Whole Foods supermarket in June 2024. Since then, they have been available across the nation in select retail stores. Before this move, the brand sold its products in North America only through its e-commerce website.

North America Toilet Paper Market Regional Analysis

Rising Disposable Income in the United States is Leading to the Growth of the Toilet Paper Industry in North America

Rising disposable income in the United States has increased household expenditure on essential items such as toilet paper. People are increasingly preferring high-price and branded products that ensure higher sanitation standards compared to their more economical counterparts. Additionally, the income growth has also encouraged bulk buying of items in a single shopping visit. According to the Federal Bank of St. Louis, the average disposable income of the country’s population in 2023 exceeds USD 60,000. It further witnessed a growth of 0.2% in August 2024, followed by 0.3% in July 2024. With further income growth, the United States toilet paper market is expected to expand, especially for premium products.

Additionally, in Canada, the disposable income in the year 2023 exceeded USD 35,000, recorded as the second largest in North America, contributing significantly to the growth of the industry. Canadian customers were more inclined towards the purchase of sustainable toilet paper products to address deforestation issues in the country. This ensured the long-term sustainability and stability of the North America toilet paper market.

Competitive Landscape

North America toilet paper market key players are expanding their portfolio and production capacities to increase the supply of their products. Besides, following the market trends, they are rapidly introducing sustainable materials, premium quality sheets, and design innovations to cater to the toilet paper demand growth in the region.

Kimberly-Clark Corp

Kimberly-Clark founded in 1872 is a multinational corporation, which primarily produces paper-based consumer goods. Headquartered in Texas, United States, its product series includes sanitary paper products, surgical instruments, and well-known brands like Kleenex, Kotex, Cottonelle, Scott, Andrex, Wypall, KimWipes, and Huggies. Kimberly-Clark is a trailblazer and worldwide leader in trusted baby and childcare brands.

Essity AB

Essity AB is a Swedish company that focuses on hygiene and health. It was founded in 2017 and is based in Stockholm. Essity offers a range of products, including disposable tissue paper, toilet paper baby diapers, feminine care products, incontinence products, compression therapy, orthopaedic items, and wound care. Before 2017, Essity was part of the Svenska Cellulose Aktiebolaget (SCA), a Swedish company known for the development, manufacturing, and marketing of personal and paper products. It became a separate entity in 2018, after being listed on NASDAQ.

Cascades Inc.

Cascades Inc. is a Canadian company that makes tissue paper and other hygiene products. Founded in 1964, it uses recycled fibres to produce and sell packaging and tissue items. Cascades is a global leader and the sixth-largest manufacturer of tissue paper in North America, with nearly 80 production units and has workforce of around 11,700 people across the region.

Georgia-Pacific LLC

Founded in 1927, Georgia-Pacific LLC is an American pulp and paper manufacturing firm based in Georgia, United States. It is the world’s largest manufacturer and distributor of tissue paper, toilet paper, paper towel dispensers, packaging paper, and other forest products largely made from pulp and timber. Since 2005, the company has been an independently operated and managed subsidiary of Koch Industries.

Other key players considered in the North America toilet paper market report are the GCP Paper USA Inc., Procter & Gamble Co., Kruger Inc., Suzano S.A., Softex Group, and Cardinal Tissue, LLC, among others.