Toilet Paper: Market Overview

Part
01
of six
Part
01

At-home Toilet Paper Market Size: UK

The tissue and hygiene paper market amounted to $5.46 billion in 2020 and is expected to grow annually by 1.1% CAGR between 2020 and 2023. There is no information publically about the market size of the at-home segment of the market specifically.

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

We started the research by browsing through trusted market research websites such as Statista, Pew Research, IBIS World, and MarketWatch. These sources were successful in providing insights such as the revenue from toilet paper sales, the amount of money an average Brit spends on toilet paper annually, and the top toilet paper brands with the most amount of users. Apart from industry market research reports, we also scoured news articles for this information from websites such as Wired. However, the information regarding the at-home toilet paper market size in the UK specifically is unavailable. We were, however, able to locate information about the tissue and hygiene paper market in the United Kingdom. We attempted a triangulation using precompiled information. First, we identified the largest toilet paper brands in the UK. We were hoping that by exploring their financial statements, we were able to paint a picture of the market. Unfortunately, we found little success from this strategy. The reason for this is because the reports do not isolate at-home toilet paper with household papers and toilet paper in general. The tissue and hygiene paper market is divided into six segments: toilet paper, paper tissues, household paper, feminine hygiene, diapers, and incontinence. While we were able to get the figures for the market size and revenue for the tissue and hygiene paper industry as a whole, information regarding at-home toilet paper are either publically unavailable and/or behind a paywall.
Part
02
of six
Part
02

At-home Toilet Paper Market Size: Germany

Germany's At-home toilet paper market size for 2020 is estimated at $1.168 billion.

Insights

  • 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

We could not find any existing statistics showing specific Germany's At-home toilet paper market size. We widened our research to find existing data that we could utilize for triangulation. No data was available on a global scale concerning specific at-home market size either.
We further widened our scope in the hope of finding useful data that could be helpful. We came across a publication revealing a 60% domination of At-home toilet paper. We could, therefore, derive the actual At-home toilet paper market size for Germany from its overall market size. We assumed that the domination was the same everywhere (except India as stated in the publication).

If the global domination (including Germany) of At-Home toilet papers is 60%, therefore the market size of At-Home toilet paper is 60% of $1.947 billion.
(60/100 X 1, 947,000 000 = 1,168,200,000)
Therefore, At-Home toilet paper market size for Germany is estimated at $1.168 billion in 2020.
Part
03
of six
Part
03

At-home Toilet Paper Market Size: Australia

There is no data for the at-home toilet paper market size for Australia in the public domain. However, we were able to find that the Australian toilet paper market will be worth $783 million in 2020.

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

The team had to comb through pre-compiled information to find the at-home toilet paper market size for Australia, but there was no information available in the public domain. We tried to find market statistics for feminine hygiene, incontinence, paper tissues in order to find a way to triangulate the at-home toilet paper that is used in Australia. Since the value for the toilet paper in Australia was $783 million in 2020, there was no linking data to carry out our analysis.

We also tried to look for the number of toilet tissue consumption in Australia per person to establish the percent consumption of at-home toilet paper in Australia. We intended to use this analysis to find a proxy market size. Unfortunately, these efforts were also futile as there was no information regarding the percentage of toilet tissue rolls consumed by an individual at home. We were only able to find data about the market size for hygiene and convenience paper in Australia and the market size for the toilet tissue market.

Part
04
of six
Part
04

At-home 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. Details of the market benchmarks, market share, and key players have been provided below.

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


Part
05
of six
Part
05

Toilet Paper Recycling: Australia

Five percent of the toilet paper used in Australia in 2014 was made of recycled paper (uncertain if this includes partially recycled toilet paper). Encore Tissue Pty. Ltd., a manufacturer of 100% recycled toilet paper, has a 2.5% share in the Australian toilet paper market.

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

We searched research reports, nature and forest conversation portals such as the Australian Conservation Foundation (ACF), statistical databases, media sources, and 100% recycled toilet paper brand websites for the percentage of toilet paper made from 100% recycled fibers in Australia. However, we were only able to find a dated (2014) statistic for recycled (possibly including partially recycled) toilet paper usage in the country. We then searched interviews by the founders of Who Gives A Crap, a key player in the 100% recycled toilet player market in Australia, for any commentary on the industry size (to triangulate the percentage share) but met with no success. Triangulating the required statistic using market share data was not possible as there were not enough data points available in order to be able to do so. We have provided all potentially useful information we came across during our research.
Part
06
of six
Part
06

Toilet Paper Recycling: Europe

According to market reports, the major toilet paper manufacturers in Europe use only about 23.5% recycled fibres in their products. While the overall percentage of the market that uses 100% recycled fibre was not publicly available, the leading brands in Europe that produce these products include Ecoleaf, Essential, Triadcraft, Who Gives a Crap, and Cheeky Panda.

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:

Research Strategy

After scouring industry reports, market databases, research studies, media articles, and news reports, we were unable to find any publicly available data that provided the current percentage of the European market that uses 100% recycled fiber to manufacture toilet paper. Our search did, however, identify the percentage used by major brands. In addition, there were several sources that supported the top brands that sell 100% recycled toilet paper products in Europe as listed above. In order to determine the percentage of the market, we attempted to identify the annual revenue of each company that comes from 100% recycled toilet paper in order to use it as a proxy. Unfortunately, all of the companies identified are private. In addition, the companies sell several products, so even if we were able to identify an estimated company revenue — which was not available for any company — this would not be an accurate representation of the intended market. Due to these factors, we have determined that the percentage of the European market that sells 100% recycled fibre toilet paper is not publicly available.
Sources
Sources

From Part 05
Quotes
  • "Encore Tissue Pty Ltd which has a 2.5% market share is a key competitor and produces 100% recycled tissue products under the Earthwise, Elite, Envirosoft, Safe, iCare and Merino brands"
Quotes
  • "Who Gives a Crap started with, and still mostly relies on sales from, its 100 percent recycled toilet paper. Recycled paper is by far the best option from an environmental standpoint, requiring much less energy especially in transportation needs."
Quotes
  • "Over the past five years, a host of startups, searching for something, anything, to disrupt, have decided that toilet paper is ripe for change. (The older companies, like Charmin, are trying new things too, sort of. At least bigger things.) These new companies have names like Who Gives a Crap, Tushy, Cheeky Monkey, and No. 2. Their paper is design-forward, made of theoretically sustainable materials, and available in more modern ways — namely, a subscription-based web purchase, sold through a direct-to-consumer model."
Quotes
  • "In the Australian market, IBISWorld reported 2018-2019 industry revenue from the “sanitary tissues” segment including facial tissues, toilet paper, napkins and serviettes, paper towels and antibacterial wipes of approximately $AUD990m."
  • "However, the IBISWorld report also forecast that during the five-year period to 2024, “competition from reusable, eco-friendly substitutes will increase as consumers become more environmentally conscious”."
Quotes
  • "Naturale Tissue Products are made from 100% recycled paper, so it's soft on nature."
Quotes
  • "icare products are made from 100% recycled paper, and are a soft, strong and cushy 3-ply."
Quotes
  • "Made in Australia from 100% recycled post-consumer office waste paper."
Quotes
  • "The startup has achieved a huge amount of organic growth, averaging around 12 percent month-on-month growth since launch, tripling in size every year."
Quotes
  • "Started in July 2012 through a crowdfunding campaign on Indiegogo Who Gives A Crap is an online retail company that sells toilet paper, tissues and paper towels. They donate 50% of our profits to help build toilets and improve sanitation in the developing world. To date they have donated over $2.5m Aussie dollars to charities."