United Kingdom Toilet Paper Market Outlook

According to the report by Expert Market Research (EMR), the United Kingdom toilet paper market attained a value of USD 1.52 billion in 2024. Aided by increasing hygiene awareness, changing consumer preferences, and the expansion of premium and sustainable product lines, the market is projected to grow at a CAGR of 5.20% between 2025 and 2034 to reach a value of USD 2.52 billion by 2034.

Toilet paper, a staple hygiene product, plays a vital role in maintaining cleanliness and sanitation. Available in various forms such as one-ply, two-ply, and premium multi-ply variants, it caters to diverse consumer segments across both residential and commercial applications. The rising emphasis on personal hygiene, coupled with technological advancements in tissue manufacturing and the growing inclination towards eco-friendly products, is significantly driving the growth of the United Kingdom toilet paper market.

United Kingdom Toilet Paper Market Size and Share

The United Kingdom remains one of the largest markets for tissue and hygiene products in Europe, with toilet paper accounting for a substantial share of household paper consumption. In 2024, toilet paper represented a dominant portion of the overall UK tissue market, supported by its essentiality and consistent demand across both household and commercial segments. The residential sector holds the majority share, driven by the steady consumption in homes and increased household purchasing following the post-pandemic emphasis on hygiene.

Private labels and supermarket brands occupy a notable share of the market due to competitive pricing and wide accessibility. However, premium brands have gained traction among middle- and high-income consumers, supported by innovations in softness, strength, and eco-friendly manufacturing. The growing presence of sustainability-focused brands and recyclable packaging solutions has further diversified market offerings, allowing manufacturers to capture niche yet expanding segments.

United Kingdom Toilet Paper Market Trends

The United Kingdom toilet paper market is undergoing several transformations shaped by shifting consumer behaviour, environmental awareness, and supply chain innovations.

1. Rise of Eco-friendly and Recycled Paper:
There is a growing shift towards toilet paper made from recycled fibres and sustainably sourced virgin pulp. Environmentally conscious consumers increasingly prefer brands certified by organisations like the Forest Stewardship Council (FSC) or those offering plastic-free packaging. Companies are also investing in biodegradable and compostable options to align with the country’s green initiatives.

2. Premiumisation of Products:
The trend towards premium and ultra-soft toilet papers is gaining prominence. Consumers are prioritising comfort, thickness, and durability, encouraging manufacturers to develop high-quality, multi-ply, and lotion-infused variants. The demand for scented and textured papers is also rising, particularly in the premium urban markets.

3. E-commerce Expansion:
The rapid growth of online retail has transformed the toilet paper market landscape in the UK. Consumers are increasingly purchasing household essentials through e-commerce platforms, subscription models, and grocery delivery apps. Online convenience, bulk discounts, and doorstep delivery have strengthened the digital sales channel, particularly post-COVID-19.

4. Innovation in Packaging and Branding:
Sustainable and minimalist packaging is becoming a hallmark of brand differentiation. Companies are adopting recyclable paper wraps instead of plastic, while some are offering reusable or bulk packaging options. Additionally, humour-based and socially responsible marketing campaigns have enhanced consumer engagement and brand loyalty.

5. Focus on Supply Chain Resilience:
Post-pandemic disruptions highlighted the need for robust supply chains. Manufacturers are investing in domestic production capabilities and raw material sourcing to ensure uninterrupted supply and mitigate future risks.

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Drivers of Growth

The growth of the United Kingdom toilet paper market is underpinned by several key drivers:

1. Rising Hygiene Awareness:
Post-pandemic, hygiene consciousness has reached new levels. Consumers increasingly prioritise personal and household hygiene, leading to sustained demand for tissue-based products, including toilet paper. Public campaigns promoting cleanliness and sanitation have reinforced long-term usage habits.

2. Population Growth and Urbanisation:
The steady rise in the UK population and urban migration are contributing to the expansion of residential construction and public sanitation facilities, thereby driving demand for toilet paper across homes, offices, schools, and public restrooms.

3. Growth in Hospitality and Commercial Sectors:
The recovery of the hospitality, tourism, and food service sectors post-pandemic is driving increased consumption of toilet paper in hotels, restaurants, airports, and entertainment venues. Commercial establishments are also shifting towards bulk and cost-effective products with improved quality.

4. Shift Toward Sustainable Consumption:
The environmental impact of paper production has spurred demand for sustainable alternatives. Consumers are willing to pay a premium for responsibly sourced, eco-certified, and plastic-free products, encouraging innovation in raw materials and manufacturing.

5. Technological Advancements:
Modern tissue manufacturing technologies, such as advanced pulping, embossing, and softening processes, have improved the quality and production efficiency of toilet papers. Automation in converting and packaging operations further enhances consistency, reduces waste, and supports scalability.

United Kingdom Toilet Paper Market Segmentation

The market can be divided based on type, end use, distribution channel and region.

Competitive Landscape

Some of the major players explored in the report by Expert Market Research are as follows:

• Essity AB
• Kimberly-Clark Corp.
• Procter & Gamble Co.
• Nova Tissue Co. Ltd.
• Accrol Group Holdings Plc
• WEPA Hygieneprodukte GmbH
• International Tissue Company Ltd.
• Fourstones Paper Mill Co. Ltd.
• Splesh
• Bazoo
• Others

Challenges and Opportunities

Challenges:

1. Raw Material Costs: Fluctuations in pulp and energy prices can impact production costs and profit margins.

2. Sustainability Pressures: Meeting stringent environmental standards and achieving carbon neutrality pose operational and financial challenges.

3. Market Saturation: The mature nature of the UK toilet paper market limits volume growth, compelling companies to rely on product innovation and brand differentiation.

4. Competition from Private Labels: The growing dominance of supermarket-owned brands exerts pricing pressure on established manufacturers.

Opportunities:

1. Eco-friendly Innovations: The development of bamboo-based and 100% recycled toilet paper presents strong growth potential.

2. Expansion of E-commerce: The growing preference for online shopping provides opportunities for subscription-based sales and direct-to-consumer models.

3. Premium Product Development: Demand for ultra-soft, hypoallergenic, and dermatologically tested toilet papers creates room for premiumisation.

4. Sustainability Branding: Companies that effectively communicate environmental responsibility can gain a competitive advantage and foster customer loyalty.

United Kingdom Toilet Paper Market Forecast

Over the forecast period of 2025-2034, the United Kingdom toilet paper market is expected to continue its steady growth trajectory, reaching USD 2.52 billion by 2034. The market will be shaped by evolving consumer lifestyles, rising awareness of sustainability, and continuous innovation in product design and packaging.

Premium and sustainable segments are likely to experience faster growth as consumers seek superior quality and environmentally responsible products. Manufacturers that invest in efficient production technologies, transparent supply chains, and eco-friendly materials are expected to capture increasing market shares.

E-commerce will remain a pivotal distribution channel, while retail supermarkets will continue to dominate offline sales. Long-term growth will also depend on the industry’s ability to align with the United Kingdom’s sustainability goals and circular economy initiatives.

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