North America Toilet Paper Market Size & Share | Report 2032 (2024)

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

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

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 11,382.3 billion 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

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.