United Kingdom Toilet Paper Market Size Analysis Report - Market Share, Forecast Trends and Outlook (2025-2034)

The United Kingdom toilet paper market attained a value of USD 1.52 Billion in 2024. The market is expected to grow at a CAGR of 5.20% between 2025 and 2034, to attain USD 2.52 Billion by 2034.

United Kingdom Toilet Paper Market Growth

The rising population, coupled with rapid urbanisation, is a significant factor contributing to the growth of the United Kingdom toilet paper market, as it raises the demand and consumption of toilet paper across the region. According to the government estimates, the country’s population in mid 2023 was estimated to be 68.3 million, a year-on-year increase of 1.0%. This indicates a high toilet paper demand in recent years, which is expected to continue during the forecast period as well.

To accommodate the growing demand for toilet paper, key industry leaders are expanding their production capacity, either by establishing new manufacturing plants or upgrading equipment in the existing manufacturing plants. For instance, Metsa Group, a major distributor of toilet papers in Europe announced its plans to establish a new, state-of-the-art tissue paper mill in East of Yorkshire, United Kingdom, with an investment worth millions of pounds. Spanning over 200 acres in area, the mill will have a production capacity of 240.000 tons. Such infrastructural upgrades are expected to increase the supply of toilet paper in the region, leading to the increase in United Kingdom toilet paper industry revenue.

Key Trends and Recent Developments

Rising health awareness, growing disposable income, use of sustainable products, and innovations by major brands are driving the growth of the toilet paper market in United Kingdom.

September 2023

Sainsbury, a leading grocery brand in the UK, announced that it was switching from plastic to paper packaging across its entire toilet paper product range. This first-of-its-kind move saved 485 tonnes of plastic, the biggest plastic reduction Sainsbury had made in its grocery business so far. The new packaging was launched across 27 products and could easily be recycled at home through kerbside recycling.

June 2023

Sybron, a leading supplier of hygiene products, launched SySoft Luxury Bamboo toilet tissue, made with 100% bamboo, in partnership with UniGreen, a bamboo specialist working towards replacing all wood pulp paper and plastic consumable goods with products made from bamboo. The products target premium hotels working to reduce their carbon footprint and are completely free from plastics.

June 2022

As per the United Kingdom toilet paper market report, Sainsbury launched its new private-label double-length toilet rolls to reduce household plastic waste. The rolls included double the number of sheets on standard toilet paper rolls offered by the brand, reducing the average plastic use by 30%. Moreover, they were highly durable, lower in cost, and had 100% recyclable packaging, that could be recycled or safely disposed of at flexible plastics recycling points.

May 2021

WEPA UK, a leading supplier of private-label tissue paper and toilet paper products in the UK and Ireland, introduced “Feel Good”, an eco-friendly toilet paper targeting the region’s environmentally conscious consumer base. The toilet rolls are made from 100% recycled materials manufactured from the highest-grade recycled paper including waste office paper, magazines, and even retail catalogues. The product was manufactured at WEPA’s Bridgend facility in South Wales, UK.

Rising Health Awareness is Propelling the Growth of United Kingdom Toilet Paper Market

The growing instances of infectious diseases in the United Kingdom, caused primarily by a lack of responsible hygiene, both in public and personal spaces, are propelling the United Kingdom toilet paper market. A recent estimate from the University of Minnesota stated that total antibiotic consumption in the United Kingdom grew by 8.4% between 2021 and 2022, indicating a higher risk of spreading infectious diseases. To avoid the same, people increasingly prefer toilet paper products that are softer, long-lasting, and more absorbent, besides being infused with antimicrobial properties to avoid the propagation of infections that may cause chronic illnesses.

Growing Disposable Income Encouraging Customers to Invest in Premium Quality Toilet Papers

Growing disposable income across the country has increased the purchasing power of people and raised their standard of living, encouraging them to invest in high-end sanitary products such as premium quality, multi-ply, and eco-friendly toilet paper. These products do not just offer comfort and hygiene but also protect the environment from tonnes of untreatable waste. Additionally, rising disposable income is also leading to bulk buying of toilet paper to combat unprecedented emergencies, accelerating the United Kingdom toilet paper market expansion. According to the UK government, the median household disposable income in the region increased by an annual average rate of 0.9% in the last two financial years since FY 2022, leading to a growing purchase of household essentials such as toilet paper.

Use of Sustainable Toilet Paper Driving the Long-Term Market Stability

Growing environmental concerns among eco-conscious consumers are increasing the demand for biodegradable toilet paper in the United Kingdom. These are usually made from recycled materials or sustainably sourced fibres and bamboo generating negligible waste after use. Besides, plastic-free packaging is also becoming a major trend of United Kingdom toilet paper market, making the new generation toilet paper packaging fully recyclable, nudging the manufacturing and production of greener products. In a similar effort, Serious, a famous social enterprise in the United Kingdom, launched a full range of United Kingdom’s first carbon-neutral toilet rolls, made from 100% recycled paper into soft toilet paper without using any unnecessary chemicals such as perfumes or dyes.

New Innovations are Increasing the United Kingdom Toilet Paper Market Value

The United Kingdom toilet paper market is witnessing a wave of innovations which is increasing its value among customers. Major brands are introducing toilet paper products with enhanced softness, higher absorbency, and those infused with fragrance and hypoallergic options. For instance, Nice-Pak, a major toilet paper brand, released a first-of-its-kind moist toilet tissue roll with Nice ‘N Clean Wipes SecureFlush in the UK market. These are sustainably manufactured with plastic-free, biodegradable materials, packaged in plastic-free packaging which is fully recyclable. Besides, it also launched new baby wipes and moist toiler tissue wipes for toddlers, expanding its product portfolio.

United Kingdom Toilet Paper Market Trends

Rising E-commerce Sales of Toilet Paper is Expected to Raise the United Kingdom Toilet Paper Market Revenue

The expansion of homegrown and international e-commerce platforms in the country has increased the online sales of toilet paper, adding significantly to overall market revenue. Businesses as well as individual customers prefer this mode of trade owing to the convenience of receiving doorstep delivery in a shorter period with easy return and exchange policies for replacing damaged goods. Moreover, e-commerce platforms offer a wider range of options to select from, offering greater brand exposure to businesses and customers alike. The International Trade Administration projected that the e-commerce sector in United Kingdom will grow at an average rate of 12.6% by 2025, leading to higher online purchase rates for toilet paper products in the country during the coming years.

United Kingdom Toilet Paper Industry Segmentation

“United Kingdom 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 Region:

• England
• Wales
• Scotland
• Northern Ireland

United Kingdom Toilet Paper Market Share

Growing use of 1 Ply toilet papers in commercial places leading to market growth

As per the United Kingdom toilet paper market analysis, 1 Ply toilet papers are widely used in public places due to their economical cost, and the ability to pass through narrow drains and sewage pipelines without clogging them. They are ideal for low-flush and no-flush toilets, commonly found in public restrooms available in parks and green spaces. In 2021, the Office of National Statistics reported that 28% of working adults in the UK worked exclusively from home between 7th and 11th April 2021. Out of this 76% were likely to visit a public park or local green space for multiple purposes including exercising or sightseeing. As this trend continues to grow, the market for 1-ply toilet paper is expected to expand, owing to their high demand, and increased public consumption.

2-Ply products, on the other hand, are more durable and highly absorbent, ideal for residential use. The market for these products is being driven by an increasing number of households across both traditional and alternative home setups. For instance, England and Wales witnessed 19.3 million households residing in a traditional house or bungalow, 5.4 million residing in a flat or maisonette, and 1.4 million residing in a caravan, or other mobile home structure. With the growing demand for self-owned or leased homes in these countries, 2-ply toilet paper consumption in United Kingdom is expected to rise.

Commercial sector accounts for the highest toilet paper market share in United Kingdom

United Kingdom is home to some of the world’s largest hotels and homestay chains to accommodate the growing number of national and international visitors. These places have a demand for premium quality toilet paper products, that are highly absorbent, long-lasting, and preferably biodegradable for better and safer use at tourist destinations and heritage sites. According to government estimates, the country witnessed a growth of 2 million overseas visitors between May and June 2022, where the latter month recorded a total of 3 million international visits. This led to further demand growth for premium quality toilet paper in luxury hotels that commonly accommodated these visitors, expanding the overall toilet paper market in the commercial sector.

Besides, the residential sector occupies a significant market share due to the increasing number of home ownerships and leases in the past few years. For instance, in 2021, 62.5%, or 15.5 million households in the UK were self-owned, whereas 37.3% or 9.3 million were rented or leased. Both these types of residences cumulatively raised the demand for toilet papers across the region.

United Kingdom Toilet Paper Market Regional Analysis

England Leads the Toilet Paper Market Share Owing to High Population and Increasing Disposable Income

According to the UK government, England recorded the highest population growth (1%) in mid-2023 indicating an increasing demand and consumption of toilet paper in the country. Its gross disposable household income (GDHI) in 2022 accounted for 86.5% of the total share, leading to the highest purchase of household essentials, including toilet paper in the country.

Besides, Scotland is leading the demand for premium quality toilet paper products owing to its rapidly growing tourism sector. Industry reports suggest that the country witnessed 3.23 million international visitors in 2022 which reflected a 575% increase over 2021 limits. This is driving the purchase of high-quality toilet paper in its hospitality industry, increasing the overall United Kingdom toilet paper market share.

Competitive Landscape

United Kingdom toilet paper key market players are expanding their product base across several segments such as personal care, feminine care, and baby care to enhance their market value. Additionally, the growing need for sustainable products is encouraging them to produce biodegradable products which are less harmful to the environment. This is creating wide opportunities for their long-term growth and stability in the market.

Essity AB

Essity, a Sweden-based company, was founded in 1929. It entered the health and hygiene industry with the acquisition of the Swedish company Mölnlycke in 1975. Since then, it has focused on product development using wood fibre to enhance sustainability.

Kimberly-Clark Corp

Kimberly-Clark Corporation is an American multinational consumer goods and personal care brand that exclusively produces paper-based consumer products under brand names Kleenex facial tissue, Kotex feminine hygiene products, Cottonelle, Scott and Andrex toilet paper, Wypall utility wipes, KimWipes scientific cleaning wipes and Huggies disposable diapers and baby wipes. It was founded in Wisconsin, United States in 1872 and operated its paper mills around the world for decades.

Procter & Gamble Co.

The Procter & Gamble Company (P&G) was founded in 1837 in the state of Ohio, United States. It specialises in a wide range of consumer products, including those associated with personal health, personal care and hygiene. Moreover, they are sold through several segments in the company which include beauty, grooming, health care, fabric and home care, and baby, feminine, and family care.

Nova Tissue Co. Ltd.

Incorporated in 2017, Nova Tissue is an independent manufacturer of toilet and kitchen paper rolls based in the Northwest of England. While the company ensures the highest quality standards in its products, it also has affordability and sustainability by using pure virgin fibre for supreme softness, extra thickness and absorbency. Moreover, their raw materials are sustainably and locally sourced, and packaged with a plastic-free exterior.

Other key players considered in the United Kingdom toilet paper market report are Accrol Group Holdings Plc, WEPA Hygieneprodukte GmbH, International Tissue Company Ltd., Fourstones Paper Mill Co. Ltd., Splesh, and Bazoo, among others.