Toilet Paper: Market Overview
Despite thorough research, no data could be found or estimated on the market size of at-home "toilet paper" in Australia, the UK, Germany, and the Netherlands. However, the market size of at-home tissue paper was found. Germany has the largest at-home tissue paper industry with a market size of $1.4 billion, closely followed by the UK with a market size of $1.24 billion. Australia is a distant third with a market size of $542 million, while the Netherlands has the smallest market at $349 million.
- The Netherlands' toilet paper market is worth $453 million and is excepted to grow by 2% from 2020 to 2023.
- The household paper market in the Netherlands - which includes "all kinds of tissue paper used for household care" - is worth $349 million and should grow by 1.4% annually from 2020 to 2023. The per person revenue for household paper in the Netherlands is $20.37.
- The average volume of household tissue paper consumed per person in the Netherlands is 5.9kg.
- The household tissue paper market in the Netherlands is dominated by Metsä, Kimberly-Clark, Sofidel, Procter & Gamble, Hengan, SCA, and Unicharm.
- Much of the toilet paper made in the "Netherlands is high quality, which means that it is high in cellulose, resulting in a better end-product."
- Australia's toilet paper market is currently worth $783 million. The market is forecast to grow by 2% from 2020 to 2023.
- This means in relation to population, the per person revenue of Australia's toilet paper market is $30.71.
- The Australian at-home or household toilet paper industry is worth $542 million as of 2020.
- The average Australian consumes 190 kilograms of paper products and 12 kilograms of tissue products annually.
- ABC Tissue, the brand behind Quilton toilet paper is dominating the Australian market. The brand has a 50% share of the market.
- Environmentally friendly at-home toilet paper is gaining traction in Australia, as evidenced by the rapid growth of the subscription box brand, Who Gives a Crap. The brand makes its consumer toilet paper with environmentally friendly materials like recycled fibers and bamboo. It donates 50% of its profits for building toilets in developing countries.
- Germany's household tissue paper market is currently worth $1.4 billion and is predicted to grow by 1% from 2020 to 2023.
- The per person revenue of at-home paper in German is $17.06. The average German uses 134 rolls of tissue paper annually.
- In Germany, the awareness of sustainability and environmentally-safe products is growing among consumers. These consumers do not only focus on raw materials, they want to know that the whole production process of their household toilet paper is sustainable.
- This explains why toilet paper brands like Sofidel have set "strong policies to reduce carbon emissions, to source 100% certified pulp with independent forest certification schemes (FSC, FSC Controlled Wood, SFI, PEFC), and to optimize the use of water, limiting its consumption within the production processes.”
- The German tissue market is more competitive and price sensitive than other European markets. The country's toilet market is mature and has high private label shares.
- The UK's household paper market is currently worth $1.24 billion and is forecast to grow by 1.2% annually from 2020 to 2023.
- The per person revenue of household paper is $18.31. The average volume of household tissue paper market consumed per person in the UK is about 4.8 kilograms.
- In 2018, people in the UK spent £1.1 million on toilet paper alone.
- Ranked by users, the largest brands of toilet paper in the UK are Andrex (11.6 million users), Tesco (5.98 million), Cushelle/Charmin (5.58 million), Asda (3.85 million), Velvet (33.6 million), Sainsbury's (3.5 million), and Nicky (2.6 million).
- The UK uses 1.3 million tonnes of tissue annually, while the average UK consumer gets 127 rolls of tissue paper annually.
- There is a growing trend and demand for luxury quilted and four-ply toilet paper among consumers in the UK. This is "fueling the use of virgin pulp by manufacturers in an effort to create the softest product."
We kicked off this research by seeking the definition of at-home toilet paper and how it differs from toilet paper in general. Further research revealed that this market comprises tissues used for domestic purposes. We also found that it is called consumer toilet paper or household toilet paper as well.
Using publicly accessible information, we sought the total at-home toilet paper market size of Australia, the UK, Germany, and the Netherlands in a number of ways, none of which proved sufficient to generate an exact picture of this market.
Our first strategy involved exploring trusted market research reports and industry consultancy sources including IBIS World, Market Research, and Markets and Markets. These sources offered many insights into the global at-home toilet paper market. However, country-specific data or share was blocked by their paywalls.
Next, we turned to news articles published by industry-related websites like Tissue World Magazine. These publications only discussed the per capita use of tissue in Australia, UK, Germany, and the Netherlands. Since nothing related to their at-home market size of toilet paper was found, we sought out more creative methods of approaching this project.
First, we identified some of the largest household toilet paper companies in Australia, UK, Germany, and the Netherlands. Next, we explored their publicly disclosed financial statements and self-descriptions. We had hoped we could use this information to extrapolate a picture of the market. We found little success with this strategy. Many such companies are privately held and do not release that information and the few we could acquire did not isolate their household/at-home toilet paper from tissues in general or toilet paper at large.
Since the other strategies we employed proved futile, we decided to rely on data provided by Statista, a credible market intelligence database, to gather the market size of at-home toilet paper in Australia, the UK, Germany, and the Netherlands. This resource offered the household/at-home tissue paper market size of Australia, the UK, Germany, and the Netherlands. Please note that it defines household paper as "all kinds of tissue paper which are used for household care."