United Kingdom Toilet Paper Market Outlook

According to the report by Expert Market Research (EMR), the United Kingdom toilet paper market size attained a value of USD 1.52 billion in 2024. Aided by the growing demand for high-quality hygiene products, sustainability initiatives, and product innovation in the personal care sector, 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 is one of the most essential consumer hygiene products, widely used across residential, commercial, and institutional sectors. It is primarily made from virgin pulp or recycled paper and comes in various grades, including one-ply, two-ply, and premium variants that offer enhanced softness, strength, and absorbency. In the United Kingdom, toilet paper consumption is among the highest in Europe, reflecting the nation’s focus on hygiene, cleanliness, and convenience. The market has evolved from a basic necessity to a segment driven by innovation, sustainability, and brand differentiation.

United Kingdom Toilet Paper Market Size and Share

The United Kingdom toilet paper market forms a significant portion of the overall tissue paper industry, supported by stable consumer demand and high product penetration. In 2024, household consumption continued to dominate the market share, as toilet paper remains a staple item across UK homes. The commercial and institutional sectors—including offices, hotels, restaurants, healthcare facilities, and educational institutions—also represent a notable share, driven by increasing hygiene standards and rising public awareness.

Branded products lead the market, with companies such as Kimberly-Clark, Essity, Procter & Gamble, and Georgia-Pacific commanding a strong presence. Private label brands from major retail chains like Tesco, Sainsbury’s, and Aldi have also gained significant traction, offering consumers affordable options without compromising quality. In terms of product type, two-ply toilet paper holds the largest share due to its balance between comfort and cost-efficiency, while premium and eco-friendly variants are rapidly gaining popularity among environmentally conscious consumers.

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United Kingdom Toilet Paper Market Trends

A key trend shaping the United Kingdom toilet paper market is the growing consumer preference for sustainable and eco-friendly products. Rising environmental awareness has driven the shift toward toilet paper made from recycled materials or sustainably sourced virgin pulp. Many brands have introduced products certified by the Forest Stewardship Council (FSC) or those using alternative fibers such as bamboo, hemp, and sugarcane. The “eco-toilet paper” segment has grown significantly, supported by consumers seeking to reduce their carbon footprint and plastic waste.

Another major trend is product premiumisation. Consumers are increasingly willing to spend more on premium-quality toilet paper that offers superior softness, comfort, and durability. Innovations such as quilted designs, embossed textures, and fragrance-infused variants have contributed to differentiating brands in an otherwise mature market.

The rise of e-commerce has also transformed the sales landscape. Online retail platforms, including Amazon, Ocado, and retailer websites, have become important distribution channels for both branded and private-label toilet paper products. Subscription-based delivery services for household essentials, including toilet paper, are also growing in popularity, offering convenience and reliability for regular consumers.

Moreover, the COVID-19 pandemic had a lasting influence on consumer purchasing behaviour. Panic buying during the initial lockdowns in 2020 underscored toilet paper’s essential role in household consumption. Since then, consumers have shown a greater inclination toward bulk buying, long-lasting rolls, and locally sourced products to ensure steady availability.

Drivers of Growth

The United Kingdom toilet paper market growth is driven by several key factors. Firstly, consistent population growth and urbanisation have contributed to rising consumption levels. With a population exceeding 67 million, the demand for daily-use hygiene products remains strong and relatively recession-resistant.

Secondly, increasing hygiene awareness is a crucial growth driver. Post-pandemic, British consumers have become more conscious of personal and public hygiene. This behavioural shift has encouraged regular use of high-quality toilet paper and related hygiene products, thereby sustaining steady market demand.

Thirdly, innovation in product design and packaging is fuelling market expansion. Manufacturers are focusing on producing ultra-soft, high-absorbency toilet paper with sustainable packaging solutions, such as paper wraps instead of plastic. This aligns with the UK government’s broader environmental objectives and consumer expectations for eco-friendly alternatives.

The growing influence of sustainability initiatives also drives product development. The UK government and various organisations are encouraging the reduction of single-use plastics and the adoption of biodegradable materials. Many manufacturers are investing in green production technologies and responsible sourcing practices to appeal to eco-conscious consumers.

Furthermore, the expansion of retail networks—including supermarkets, hypermarkets, convenience stores, and online platforms—ensures widespread product availability. Competitive pricing, frequent promotional offers, and bulk-buying discounts continue to attract consumers across income segments.

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

The market faces several challenges, including rising raw material and energy costs, which directly impact production expenses. Fluctuations in pulp prices and supply chain disruptions can affect manufacturers’ profit margins. Moreover, the growing emphasis on sustainability has increased the need for companies to invest in eco-friendly production processes, which can entail high initial costs.

Competition from private-label and low-cost products poses another challenge for premium brands. As inflationary pressures influence consumer spending patterns, there is a tendency toward cost-effective alternatives, requiring established players to balance quality with affordability.

However, the market also presents abundant opportunities. The increasing consumer demand for sustainable and biodegradable products provides scope for innovation in material sourcing and production technologies. The rise of e-commerce and direct-to-consumer models offers brands the ability to engage with consumers directly, gather insights, and build loyalty through subscription-based services and personalised marketing.

Furthermore, the revival of the hospitality and tourism sectors post-pandemic will likely boost demand in the commercial and institutional segments. Expanding sustainable manufacturing capacities and adopting circular economy practices will enable companies to differentiate themselves and comply with regulatory expectations.

United Kingdom Toilet Paper Market Forecast

The United Kingdom toilet paper market is projected to experience steady growth over the forecast period of 2025–2034, driven by stable demand, innovation, and sustainability-focused initiatives. The market is expected to reach USD 2.52 billion by 2034, growing at a CAGR of 5.20%.

As consumer preferences continue to evolve, the industry is likely to see a strong shift toward sustainable, premium, and technologically advanced products. Manufacturers that prioritise eco-friendly materials, efficient production, and innovative packaging will be well-positioned to capture emerging opportunities.

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