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

The Mexico toilet paper market was valued to reach a market size of USD 1.29 billion in 2024. The industry is expected to grow at a CAGR of 4.20% during the forecast period of 2025-2034. The growing demand for personal care and hygiene, and rising sustainability concerns are key drivers of the market, thus aiding the market to attain a valuation of USD 1.95 billion by 2034.

Mexico Toilet Paper Market Overview

The growing importance of personal hygiene and health is driving the demand for toilet paper in the market in Mexico.

In Mexico, there is a growing utilisation of e-commerce channels for purchasing toilet paper. Mexico is considered the second largest e-commerce market in Latin America, with homecare Furthermore, the growth of urbanisation across Mexico is supporting the demand for higher-quality products. By 2030, it is projected that the number of cities in Mexico will increase to 747.

The increase in tourism activities in Mexico, and the subsequent expansion of hotels and restaurants, has led to Mexico toilet paper market development.

In 2024, Mexico witnessed 45.04 million international tourists reflecting a 7.4% compared to 2023.

In the hospitality sector, toilet paper acts as a crucial hygiene maintenance product in washroom to maintain hygeine.

In 2023, Mexico stood 4th in the global tourism ranking, welcoming 42.15 million tourists.

In 2023, around 42.1 million international tourists arrived by air in Mexico, a 46% increase compared to 2020. In 2023, over 29,000 hotel rooms were under construction throughout Mexico, of which over 11,000 were being constructed in popular areas like the Riviera Maya, Mexico City, and Baja California Sur. In 2022, the tourism sector accounted for 7.6% of the Mexico’s GDP.

Figure: Tourists Arrival in Mexico, Million, 2018-2023

The growth in digitalisation along with smartphone penetration has encouraged the e-commerce expansion in Mexico. In 2023, the share of internet users in Mexico accounted for 73.4% of the population along with a smartphone penetration of 74.8%.

During 2022-2027, online retail sales of physical goods is expected to generate D 68.2 billion in 2027 compared to USD 34.2 billion in 2022.

Figure: Leading E-commerce Stores in Mexico, based on Web Traffic (Million), 2024

Mexico Toilet Paper Market Growth

Mexico's booming tourism and hospitality industry is driving a surge in toilet paper demand. As the country welcomes an increasing number of international visitors, hotels, resorts, and other hospitality establishments are experiencing a growing need for high-quality sanitary products, aiding the Mexico toilet paper market expansion. These businesses are placing a premium on maintaining excellent hygiene standards to cater to the expectations of both domestic and foreign travellers. The expansion of tourism not only fuels the demand for toilet paper in public facilities but also influences the adoption of premium and environmentally friendly options. As Mexico continues to attract more leisure and business travellers, the requirement for essential hygiene products in hospitality settings is on the rise. The focus on cleanliness and comfort in the hospitality sector has led to an increased emphasis on providing superior sanitary products, including toilet paper.

Key Trends and Recent Developments

Mexico toilet paper market is driven by its increasing demand from sectors including residential, commercial and hospitality as well as expansion of supermarkets and online channels.

November 2024

Grupo Corporativo Papelera (GCP) invested in an A.Celli-supplied iDEAL FORGED Yankee Dryer for its Huehuetoca site. The TM5 line, producing 100 tons per day, will deliver high-quality tissue paper. GCP, with over 20 years in business, serves customers in Mexico and the U.S.

October 2024

Grupo Corporativo Papelera de México (GCP) announced the renewal of its machinery contract with A.Celli Paper. The agreement includes the installation of a new tissue machine at GCP’s Texas plant, featuring advanced technology such as a Yankee forge dryer and pneumatic shoe press.

October 2023

CMPC subsidiary Softys selected in Toscotec to supply a complete tissue production line for its Altamira facility in Mexico. The AHEAD 2.2 line (PM5), scheduled for commissioning in the first quarter of 2025, will be delivered on a turnkey basis and is expected to significantly enhance production capacity in the region.

July 2023

Grupo Corporativo Papelera invested USD 400 million in a new tissue manufacturing facility in Montgomery County, Texas. This marks the company's expansion outside Mexico and aims to consolidate operations, producing paper products from start to finish.

The expanding hospitality sector aids the demand for toilet paper

Toilet paper acts as a key element in washroom hygiene and cleanliness. In 2024, more than 4,000 new rooms were registered, which is three times greater compared to 2023. In 2023, over 29,000 hotel rooms were under construction throughout Mexico, of which over 11,000 were being constructed in popular areas like the Riviera Maya, Mexico City, and Baja California Sur.

Growth in the e-commerce sector increases the Mexico toilet paper market growth

Toilet paper is often sold at relatively cost-efficient prices at online platforms than in supermarkets. The platforms offer brands to expand their reach. During Amazon Hot Sale 2022, the sale of toilet paper gained traction in Mexico including cities such as Nuevo León, Jalisco, Puebla and others. In 2023, the overall e-commerce sector in Mexico increased by 24.6% compared to 2022.

Increasing technological advancement and sustainability initiatives supports the Mexico toilet paper market expansion

Companies are re-designing the standards of toilet paper that allow complete cleaning with a single sheet, which optimises the functionality and efficiency of toilet paper, emphasising the quality and minimal waste. Additionally, the popularity of biodegradable toilet paper is gaining momentum due to consumer awareness.

Increased hygiene awareness and evolving consumer preferences drives the popularity of toilet paper in Mexico

As per the Mexico toilet paper market analysis, Mexico's toilet paper sector plays a crucial role in the nation's economy, producing an impressive 22 million tons annually. The industry's commitment to sustainability is evident, with 82% of production utilising recycled materials. This eco-friendly approach aligns with global trends and consumer preferences for environmentally responsible products. The sector's growth is fueled by increasing hygiene awareness and a growing population, ensuring steady demand for its products. Innovations in both product development and packaging further strengthen the industry's position, catering to evolving consumer needs and environmental concerns. The robust nature of Mexico's toilet paper industry not only contributes significantly to the country's economic landscape but also sets an example for sustainable manufacturing practices. As the sector continues to adapt and innovate, it remains well-positioned to meet both domestic and international market demands.

Mexico Toilet Paper Market Trends

Urbanisation leads to smaller living spaces, creating a demand for compact washrooms with amenities. The growth in urbanisation and disposable income supports the Mexico toilet paper market. By 2035, the disposable income per capita in Mexico is anticipated to increase to USD 17,613, compared to USD 16,588 in 2022. By 2030, Mexico City, the most populated center in Mexico, is expected to have 24.1 million population compared to 21.3 million in 2015, thus, driving the demand for toilet paper.

The rising importance of environment safety and sustainability is creating a heightened demand for toilet paper that is 100% biodegradable and harmless. Enzyme-based toilet papers are gaining traction, due to their effectiveness in cleaning and disinfecting drains, while also helping to prevent blockages, obstructions, and odours.

Mexico Toilet Paper Market Opportunities

The toilet paper industry in Mexico presents a significant opportunity for growth and innovation, driven by consumer demand for products that combine softness, absorption, effectiveness, performance, and resistance. Products that deliver superior functionality, such as enabling complete cleaning with a single sheet, align with consumer preferences for efficiency and quality in daily hygiene. This highlights the potential for brands to differentiate themselves by incorporating advanced technologies and innovative designs into their products, further impacting the Mexico toilet paper market revenue. By focusing on comfort and durability while maintaining affordability, companies can elevate the hygiene experience for users. Moreover, emphasizing sustainability through eco-friendly materials and production processes could further appeal to environmentally conscious consumers.

The adoption of non-wood fibers in Mexico toilet paper market presents a significant opportunity for sustainable growth. Materials such as bamboo, sugarcane bagasse, and wheat straw offer an eco-friendly alternative to traditional wood pulp, reducing deforestation and the environmental footprint of production. These fibers are abundant, regenerate quickly, and often utilise agricultural residues, aligning with circular economy principles. Mexico's growing emphasis on sustainability and hygiene awareness, coupled with increasing consumer demand for eco-friendly products, creates a fertile market for innovation. Additionally, non-wood fibers can lower production costs in the long term by diversifying raw material sources and reducing dependency on imported wood pulp. However, challenges such as supply chain development and consumer acceptance of alternative materials need to be addressed. By leveraging these innovations, manufacturers can align with global sustainability trends while catering to environmentally conscious consumers in Mexico's expanding market.

Mexico Toilet Paper Market Restraints

The toilet paper industry faces significant challenges due to the rise of smart toilets as a sustainable alternative, as well as other substitutes such as napkins, tissues, sponges, and bidets. Smart toilets present a transformative solution by reducing or eliminating the need for toilet paper. Equipped with features like bidets and air dryers, these devices enhance hygiene while significantly lowering environmental footprints. Smart toilets use minimal water; just one-eighth of a gallon per wash compared to the 37 gallons required for producing a roll of toilet paper; and reduce deforestation by cutting reliance on single-use paper products.

Surge in raw material expenses threatens the Mexico toilet paper market profitability. Simultaneously, the industry is expected to witness a growing environmental scrutiny due to its resource-intensive production processes, which contribute to deforestation, excessive water and energy use, and substantial carbon emissions. These ecological concerns not only raise ethical dilemmas but also leave manufacturers vulnerable to potential regulatory actions and evolving consumer preferences for eco-friendly products.

Mexico Toilet Paper Industry Segmentation

The report titled “Mexico 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

Market Breakup by Distribution Channel

• B2B
• B2C

Market Breakup by Region

• Baja California
• Northern Mexico
• The Bajío
• Central Mexico
• Pacific Coast
• Yucatan Peninsula

Mexico Toilet Paper Market Share

Market Analysis by Type

Wide adoption of 1 ply toilet paper in high-traffic areas:

1- ply toilet paper is widely adopted in airports, fast food joints, hospitals, and schools as it is broken down quickly, and is budget-friendly.

The presence of a significant number of hospitals in Mexico is supporting the market for toilet paper. As per 2023 records, according to the National Institute of Statistics and Geography (INEGI), Mexico had 2,874 private hospitals and clinics.

2-ply offers additional thickness and strength:

As per Mexico toilet paper market report, 2-ply toilet paper offers additional thickness and strength, increasing its use in places where quality, durability and absorbency are a must, such as restaurants, and office buildings. Moreover, 2-ply toilet papers are widely adopted in residential settings as it is softer and more absorbent, making it more comfortable for personal use.

In 2022, Mexico was home to 37 million households, reflecting an increase of 4.6 million compared to 2016. Simultaneously, in 2022, Mexico witnessed about 19 new corporate buildings totalling over 350,000 square meters of gross leasable area (GLA).

Market Analysis by Distribution Channel

The expansion of e-commerce and direct-to-consumer channels is profoundly transforming the Mexico toilet paper market. Online platforms enable consumers to purchase toilet paper in bulk, frequently offering subscription services and convenient delivery options. In January 2024, Mexico had 107.3 million internet users.

The growing hotel industry in Mexico, driven by increasing tourism, is fueling the demand for toilet paper, as it is crucial for maintaining cleanliness and ensuring guest comfort. Mexico’s hotel rooms grew by 87 thousand from 2019 to 2023, totalling 895 thousand rooms, indicating a strong growth potential for the market.

Furthermore, in 2024, restaurants and other eating places registered 723,285 economic units in Mexico.

Mexico Toilet Paper Market Regional Insights

In 2024, Baja California was home to around 3.9 million people and accounted for 3% of the Mexican population.

In November 2024, according to the Third Government Report presented to the State Congress’ Tourism and Investment Commission, Baja California welcomed 28.2 million visitors, achieved a 51.91% hotel occupancy rate, 70.43 million border crossings, and 1 million cruise passengers. The state ranked 7th in the nation for the highest contribution to the National Tourism GDP.

Bulk stocking of toilet paper is cost-effective and essential for the hospitality industry to ensure a positive guest experience. The development of new hotels in Northern Mexico is aiding the Mexico toilet paper market growth.

In January 2026, the Mexican Association of Hotels of Nuevo León (AMHNL) announced that 13 new hotels are set to open in Monterrey, Nuevo León, in 2025 and 2026, with investments totalling around USD 100 million. The new hotels will add 1,322 rooms to the city’s offerings.

In 2023, Guadalajara was home to a total of 2,038 hotels with a combined 75,422 rooms.

The hotel area surrounding Expo Guadalajara is one of the most important destinations in Mexico for the convention and business tourism industry. In the first 10 months of 2024, 800,000 guests stayed at the 19 hotels of the Expo Guadalajara Club, generating USD 34.4 million in revenue. Moreover, over the next two years, six new international hotels, with a total investment of USD 96.4 million, are set to open in the city primarily catering to business travelers with an average of 150 rooms each.

Competitive Landscape

Key players in the Mexico toilet paper market distinguish themselves through innovation, product quality, service quality, and offering different brands under multiple product lines, among others. Innovation in raw materials, such as non-wood fibers and bamboo is intensifying competition in the Mexico toilet paper industry.

Kimberly-Clark de México, S.A.B. de C.V.

Founded in 1959, Kimberly-Clark de México is a subsidiary of Kimberly-Clark Corporation, manufactures, distributes and markets cleaning, care and personal hygiene products. Kimberly-Clark de México operates across 10 production plants, have a workforce of over 8,760 direct employees, and more than 10,000 indirect employees. This extensive workforce drives numerous production chains that benefit thousands of Mexican families.

Grupo Corporativo Papelera S.A. De C.V.

Founded in 2001, Grupo Corporativo Papelera (GCP) is a leading Mexican company specialising in the development of private label tissue paper products. The company manufacture high-quality products, including toilet paper, napkins, kitchen towels, facial tissues, and specialty papers for distributors, wholesalers, and supermarkets.

San Francisco Paper Factory, S.A. DE CV

Founded in 1980, San Francisco Paper Factory, S.A. DE CV offers paper products that meet established quality standards and applicable requirements. Further, the company offers private label manufacturing for both retail and away-from-home markets, including brand development, packaging design, and strategic sales.

Essity AB

Essity is a global leader in hygiene and health solutions. The company develops, produces, and sells products and solutions in various business areas, including Health and medical, Consumer Goods, and Professional Hygiene. Founded in 2017, Essity AB operates with a workforce of 36,000 employees and conducts sales in approximately 150 countries under its leading global brands, TENA and Tork in 2023.

Other key players in the Mexico toilet paper market are Empresas CMPC S.A., and Pacific Paper Eco Line, among others.