Insights

• On average, a Brit uses about 11.4 kilograms of toilet paper annually, roughly amounting to about 127 rolls.
• The Household Paper Products report by Mintel found that Brits spent £1.1 million on toilet paper in 2018 alone.
• The top three toilet paper brands ranked by the number of users in Great Britain in the United Kingdom are Andrex, Tesco, and Cushelle/Charmin.
• As of 2018, UK manufacturers sold approximately £1.15 billion worth of toilet paper.

Tissue And Hygiene Paper

• In the United Kingdom, the tissue and hygiene paper market amounted to $5.46 billion in 2020.
• The market is expected to grow annually by 1.1% CAGR between 2020 and 2023.
• Toilet paper has a market volume of $1.84 billion in 2020.
• In terms of total population figures, "per person revenues of $80.48 are generated in 2020."

RESEARCH STRATEGY

Insights

• Global toilet paper revenues will grow to $85.583 billion in 2020. The market is expected to continue growing at a CAGR of 3.2%.

• Germany closely follows the US in the average consumption of toilet paper per person.

• A 2014 study revealed that Germany has the highest consumption of economy type toilet paper (thin and cheap with no frills or added softness)
• Revenues in the German toilet paper segment will amount to $1.947 billion in 2020
• According to PG paper, classification of the toilet paper market can be in two broad segments; -At-Home where the end consumer is the buyer, and Away-From Home where buyers are institutions like offices, hotels, hospitals, etc.
• Globally, At-home segment accounts for 60% of market domination except in India where Away-From home toilet paper segment is the largest at the same percentage (60%).

Research strategy

Useful Statistical Fun Facts

• In Australia, the revenue for the toilet paper segment will amount to $783 million in 2020.
• The market is expected to grow annually by a CAGR of 2.0% from year 2020 to 2023.

• The revenue in the tissue and hygiene paper in the Australian market will amount to US$2,206 million in 2020, and the market is expected to grow annually by a CAGR of 1.9% from year 2020 to 2023.
• On average, one Australian uses 7.9 kg of toilet tissue per year.
• In Australia, on average, one Australian uses 88 rolls of toilet tissue paper per year.

Research Methodology

Toilet Paper Market Size: Netherlands

• In 2020, the in-home market size of toilet paper in the Netherlands was valued at $453 million USD with a CAGR of 2% between 2020-2023.
• The in-home market accounts for 33.86% of the overall tissue and hygiene market which was valued at $1.34 billion USD in 2020 for the Netherlands (453 million/1.338 billion=0.3386).
• The Netherlands holds 2.75% of the European in-home toilet paper market which was valued at $16.47 billion USD in 2020 (453 million/16.467 billion=0.0275)
• The market analyzed includes both retail sales and wholesale toilet paper, however, it does not include retail contracts or brands. The top brands listed below serve both markets, however.
• From a population perspective, the market generated $26.43 per person in 2020, up by 1.6% year-over-year. Standard toilet paper accounts for $23.60 per person while wet toilet paper accounts for $2.83.
• In 2020, standard toilet paper will account for $404.4 million on in sales while wet toilet paper will account for $48.5 million. Standard toilet paper leads the market with an 89.3% market share (404.4/453=0.8927)
• The total volume of toilet paper that will be sold in 2020 is expected to reach 166.2 million kilograms, up from 164.5 sold in 2019. This accounts for roughly 9.5 kilograms of toilet paper per person.

Key Players

•  SCA 
•  Procter & Gamble 
•  Kimberly-Clark 
•  Unicharm 
•  Hengan 
•  Sofidel 
•  Metsä 

Statistics on Recycled Toilet Paper

• According to 1millionwomen.com.au, 5% of the toilet paper in Australia is made of recycled paper (does not specifically mention 100% recycled); however, this is a 2014 statistic (that was also cited in 2019).
• Encore Tissue Pty. Ltd., a manufacturer of 100% recycled tissue under the "Earthwise, Elite, Envirosoft, Safe, iCare and Merino brands", has a 2.5% share of the Australian toilet paper market.
• The revenue of the toilet paper market in Australia is US$783 million.
• According to the "Australian Conservation Foundation (ACF)", every tonne of recycled paper "saves 13 trees, 2.5 barrels of oil, 4100 kilowatts of electricity, four cubic metres of landfill and 31,380 litres of water".

Market Players

• Encore Tissue Pty. Ltd. is a key competitor to Who Gives A Crap, a 100% recycled toilet paper manufacturer.
• iCare (Encore Tissue) and Who Gives A Crap are among the top toilet paper brands in Australia.
• Some other 100% recycled toilet paper brands in Australia are Naturale, Earthcare, and Safe.

Growth

• Startups such as Who Gives A Crap, Cheeky Monkey, Tushy, and No. 2. make toilet paper out of theoretically sustainable material and sell via a direct-to-consumer model have begun disrupting the toilet paper industry globally.
• According to Ibis World Australia, during the 2019-24 period, “competition from reusable, eco-friendly substitutes will increase as consumers become more environmentally conscious”.
• Who Gives A Crap has tripled its sales every year in the period July 2012 (time of inception) to 2016.

Research Strategy

European Market

• In 2020, the European in-home toilet paper market was valued at $16.47 billion USD.

Recycled Toilet Paper in Europe

• According to a 2019 report, one of the leading European toilet paper suppliers, Kimberly Clarke, manufactures with 23.5% of their fibres being recycled.
• Key Players selling in Europe include the following:
•  Ecoleaf (Suma): 100% Recycled: fibre from UK
•  Essential: 100% Recycled: fibre from UK
•  Traidcraft: 100% Recycled: fibre from UK
•  Who Gives a Crap: 100% Recycled: fibre from China and Bamboo: fibre from China
•  The Cheeky Panda: Bamboo: FSC 100% from China

Research Strategy