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

Europe toilet paper market size reached around USD 13.66 Billion in 2024. The market is projected to grow at a CAGR of 4.40% between 2025 and 2034 to reach nearly USD 21.01 Billion by 2034.

Europe Toilet Paper Market Growth

The rising population in Europe is a key driver for the growth of the Europe toilet paper market as an increasing number of heads per family leads to its growing consumption per household. As of January 2024, EU’s population stood at 449.2 million, growing by 1,647,346 inhabitants’ year-on-year. A further growth is expected due to multiple factors such as increasing birth rates, influx of tourists and rapid urbanisation of major cities, indicating a rise in the overall toilet paper consumption across European nations.

Furthermore, several new innovations in the toilet paper industry are also adding up to the growth of the Europe toilet paper market. This includes the introduction of several novel products that not only enhance softness and comfort for the customers but also infuse additional elements such as fragrance and hypoallergic substances to enhance its functionality. For instance, Nice-Pak, a UK-based toilet paper brand released a first-of-its-kind moist toilet tissue roll with Nice ‘N Clean Wipes SecureFlush that breaks apart faster than regular toilet paper when flushed, despite being strong enough to clean and sustainably manufactured with plastic-free, biodegradable materials.

Key Trends and Recent Developments

Use of alternative fibre, introduction of recyclable packaging, and growing health awareness are increasing the Europe toilet paper market value.

May 2024

Sofidel launched its new Regina Rotoloni toilet paper maxi rolls in Spain, Poland, Netherlands, Hungary, and Romaina. These rolls aimed at meeting the increasing consumer demand of high-quality toilet paper in the region.

March 2024

Toilet Paper brand “Who Gives a Crap” partnered with Packfleet, a delivery service company with all electric fleet to facilitate a carbon neutral delivery for its customers based in London. Additionally, the company announced that these customers would receive free deliveries for orders exceeding the value of EUR 20.

February 2024

Sweden-based Tork introduced a new line of washroom tissue products, including toilet paper, made from recycled fibres. Besides being highly sustainable, the products were softer than the traditionally recycled tissue products as they were manufactured from high-grade materials to cater to the rising consumer demand for comfort and quality.

January 2023

Romanian tissue and toilet paper company, Pehart Group, rebranded its most popular brand Pufina with new and improved packaging for its entire range of products. The new packaging was produced in European factories, with packaging foil made from 100% recyclable low-density polyethylene. Additionally, for products packaged in 20-roll packs, the packaging bag could be reused as a garbage bag before reaching the recycling stage.

Use of Alternative Fibre is Leading to Europe Toilet Paper Market Development

Key players in Europe toilet paper market are using alternative fibre materials to manufacture toilet paper products, addressing concerns such as wastage of paper and increasing deforestation. This is not only sustainable for the environment but also a cost-effective option. For instance, in 2021, Essity began the production of tissue and toilet papers using wheat straw in its Mannheim plant in Germany. The products, hence produced, were as soft and durable as traditional wood-pulp based tissue and toilet papers.

Recyclable Packaging is Fuelling Long-Term Growth of Europe Toilet Paper Market

Growing sustainability concerns have prompted customers to opt for toilet papers with eco-friendly packaging using paper or recyclable plastics. Besides, introducing such packaging is also enhancing the brand value of manufacturers. In a similar effort, in October 2021, Sainsbury announced that it was transitioning 27 of its products into paper packaging, saving 485 tonnes of plastic use which is equivalent to 55 million plastic pieces every year.

Rising Disposable Income is Increasing the Overall Europe Toilet Paper Market Revenue

Rising disposable income is a leading factor for the purchase of high-grade toilet paper products by customers. In 2022, the region was reported to have an average disposable income of 18,706 purchasing power standards (PPS) per inhabitant. With increasing purchasing power, people are prioritising health, safety, and sanitation over cost-effectiveness of essential household items, especially toilet paper products, that may directly affect their personal hygiene and overall well-being in the long run.

Growing Health Awareness is Expanding the Consumer Base of Toilet Paper Industry in Europe

The European population has been struggling with microbial infections in the recent years due to compromised sanitation measures. In 2022, the European Centre for Disease Prevention and Control reported that the total EU population-weighted mean total consumption of antibacterials for systemic use was 19.4 DDD per 1,000 inhabitants per day which was a significant year on year change. This has propelled them to invest in high-quality hygiene products, especially toilet papers.

Europe Toilet Paper Market Trends

Innovative Marketing Campaigns is Becoming a Key Trend of Europe Toilet Paper Market

Toilet paper brands are increasingly relying on marketing campaigns to promote their new as well as existing product ranges in different modes. This includes digital marketing, broadcast marketing, and influencer-based social media marketing which have garnered immense popularity in the industry. These campaigns not only have a direct positive impact on the sales of the products but also help in the expansion of consumer base.

To reflect the same, Essity tissue and toilet paper brand launched a new creative marketing platform “Selfishly Soft” with Publicis London in August 2021 that featured a talking Koala advocating the importance of me-time in the toilet with its softest toilet tissue product, Cushelle Quillted. The idea for the campaign came after the company highlighted that 84% of people in the U.K. and Ireland were fond of me-time moments in toilets but couldn’t have them due to their busy lifestyles.

Europe Toilet Paper Industry Segmentation

The report titled “Europe 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 Kingdom
• Germany
• France
• Italy
• Others

Europe Toilet Paper Market Share

1 Ply Products Account for the Highest Share Due to Increasing Demand in Public Restrooms

1 ply products are commonly used in public restrooms as they are cost effective and thinly sheeted to allow easy passage through drainage systems when flushed. This is increasing their demand in European cities such as Helsinki, Luxembourg, Vaduz, Dublin, and Ljubljana, voted to have the cleanest public toilets in 2022. Additionally, their demand is also increasing in cities with expanding public toilet infrastructure to maintain cleanliness and hygiene through multiple visits in a day. For instance, Brussels announced the installation of eight new public toilets by 2023 under its Toilet Action Plan, immediately after the addition of 50 toilets via its 'Hospitable toilets'. Such projects have increased the 1 ply toilet paper consumption in Europe.

Also, the demand for 2 ply toilet paper is increasing due to growing health and wellbeing concerns among adults and children, as they offer better absorption, comfort, and durability when compared to 1 ply products. Owing to this reason, many public places are shifting to using 2 ply toilet papers despite its high cost and maintenance requirements. This includes public schools, colleges, shopping malls, tourist accommodations and more.

New Home Purchases is Leading to Toilet Paper Demand Growth in Europe’s Residential Sector

Housing prices increased by 1.3% and 2.9% in Euro area and European Union respectively year-on-year in the second quarter of 2024, indicating a booming residential sector and a growing demand for new home purchases. This is positively impacting the Europe toilet paper market. As the population and urbanisation in the region increases further, especially in major cities, the residential sector will account for a high share of toilet paper usage, leading to the overall market expansion.

As per the Europe toilet paper market analysis, the commercial sector is also witnessing a gradual growth in the demand for high grade toilet papers due to the influx of national and international tourists at hotels, accommodations and stays. As per industry reports, Spain was the most popular tourist destinations in 2022, with 271 million nights spent by international tourists in tourist accommodations, a 22.4% of the overall region’s share. This was followed by countries such as Italy, France, Greece, and Croatia. As the numbers rise further, the commercial sector will witness an increase in the supply and demand for premium quality toilet paper in Europe.

Rising E-commerce Sales is Increasing the Europe Toilet Paper Industry Revenue in B2C Segment

The expansion of e-commerce platforms is increasing the sales of toilet papers in the B2C segment. The International Trade Administration claimed that Europe was the third largest retail ecommerce market globally in 2023, with a total revenue of USD 631.9 billion. Further, it projected the annual growth rate of the revenue at 9.31% up to 2027 to reach USD 902.3 billion. This sharp surge is expected to increase the B2C sales of toilet paper products at a rapid pace, leading to the overall growth of the Europe toilet paper market.

Additionally, the growth of the B2B toilet paper sales in Europe is being led by its expanding distributive trade sector, which generated an overall net turnover of EUR 9.9 trillion across the region in 2021. A strong distributive trade sector facilitates efficient supply chains, ensuring that businesses can reliably access high-quality products at competitive prices. This efficiency is crucial for companies in hospitality, healthcare, and other industries that require consistent and bulk supply of toilet paper to meet customer needs.

Europe Toilet paper Market Regional Analysis

Germany Leads the Europe Toilet Paper Market Growth Due to Rising Population and Migration

Germany is leading the overall growth of the market owing to the rising population and influx of immigrants. As of 1 st January 2023, the country’s population stood at 83,115,000 and grew by 330,000 by 1 st January 2024. The growth was observed to be the highest in the European Union. Further, the influx of migrants during the period exceeded 664,000 further raising the consumption of toilet paper in the country.

This was followed by France and Italy. While the former recorded an increase of 229,000 inhabitants between January 2023 and 2024, the latter’s increase stood at 273,000 inhabitants during the same year. Their migrant influx, on the other hand, increased by 639,000 and 273,000 during the same period.

Competitive Landscape

Europe toilet paper market key players are widening their product portfolio to serve the needs of several industries and a variety of customers, thereby increasing their market revenue.

Essity AB

Founded in 2017 and headquartered in Stockholm as a public company, Essity is a leading producer of health and hygiene products. Its global footprint extends to more than 150 countries, serving more than 1 billion customers every day. It operates through a range of popular brands, which include TENA, TORK, Actimove, Cutimed, Tempo and more producing multiple tissue paper products such as toilet paper, hand towels, facemasks, and diapers.

Kimberly-Clark Corp.

Established more than a century ago and headquartered in Texas, United States, Kimberly-Clark is a well-known health and hygiene brand globally. It operates in multiple segments such as adult care, baby and childcare, feminine care, family care, and products for the professional sector. The products it manufactures include baby diapers, adult diapers, sanitary pads, toilet paper, tissue paper, paper towels and more.

Nova Tissue Co Ltd.

Founded in the year 1986, Nova Tissue Company Limited is an England-based firm. The company pioneers in making toilet paper and kitchen rolls including toilet roll, recycled toilet paper, kitchen roll, eco-friendly tissue roll, bamboo toilet paper, and 3-ply toilet roll for personal and bulk use.

Fourstones Paper Mill Co. Ltd.

Fourstones Paper Mill Co. Ltd, a UK based firm is headquartered in England. Founded in 1763, the company initially produced handmade paper for book industry and widened its product range to several paper disposable items today. It manufactures and converts the highest quality paper into products such as Centrefeed towel rolls, medical / couch rolls, industrial wipes, toilet rolls and more.

Other key players considered in the Europe toilet paper market report are Procter & Gamble Co., Accrol Group Holdings Plc, WEPA Hygieneprodukte GmbH, International Tissue Company Ltd., Splesh, and Bazoo, among others.