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Will Sustainability Drive the Growth of Global Toilet Paper Market

One of the most sought-after products in global pandemic has brought the urgency of creating a more sustainable, resilient means of production of tissue products to the forefront.

When the COVID-19 crisis hit, the toilet paper frenzy set in and the demand for the product skyrocketed. In March 2020, retailers saw $1.5 billion in toilet paper sales, witnessing 112% increase from the previous year. While the key market players in the global toilet paper market increased their efficiency to keep up with the demand of toilet papers by keeping their plants functional for 24 hours, consumers still struggled to find toilet paper on store shelves or online platforms. Desperately searching for toilet paper, many stumbled upon the less-known eco-friendly alternatives to conventional paper-made toilet papers, which gave eco-friendly toilet paper start-ups the much-needed exposure. The unexpected exposure provided a fortuitous education for consumers about both bamboo-based TP, which most people used to buy as an after-thought.

Most of the toilet papers are made from pulp of the trees which are extremely carbon-dense, contributing to deforestation and extreme climatic changes. According to the Natural Resources Defense Council, every individual in the United States consumes about 50 pounds of tissue paper (including toilet paper) per year, which sums up to around 15 billion pounds of tissue consumed per year by the entire country. While developed nations have dominated the global toilet paper market, many developing nations are also showing a great inclination towards toilet paper, owing to rising disposable incomes and adoption of westernization.  If the number of toilet paper users would increase across the world, the carbon emissions would plummet significantly until people proactively adopt sustainable TP for their regular use.

A great number of sustainable toilet paper brands such as 365 Everyday Value, Earth First, Natural Value, Seventh Generation, Green Forest, and Tender Joe’s Bath Tissue have emerged in the global toilet paper market, offering products that are competitively priced and have minimal impact on forests. Many of the sustainable toilet paper brands are utilizing bamboo to manufacture TP, which is considered as an eco-friendly alternative to pulp and chlorine-based toiler papers. Bamboo is technically a tall grass, which grows at a rapid rate. Thus, bamboo can serve a ultra-sustainable alternative to pulp-based paper.

Who Gives a Crap, one of the fastest-growing eCommerce businesses in Australia manufactures eco-friendly tree-free toilet papers without the use of ink, dyes or scents. Utilising forest-friendly bamboo, the brand manufactures non-toxic toilet paper, which does not significantly pollute the environment.

According to TechSci Research, tissue companies are flushing away forests and valuable earth’s resources by making toilet paper from ancient forests. In order to fight climate change, the big brands must take urgent action to create more sustainable products. As people are increasingly becoming eco-conscious, introducing sustainability in products could fuel the growth of global toilet paper market in coming years.

According to TechSci report, “Global Toilet Paper Market By Type (One layer, Two Layer, Ultra and Others), By Material (Fresh Leaves, Recyclable Papers, Others), By End User (Household, Commercial), By Distribution Channel (Offline (Hypermarkets/Supermarkets, Departmental Stores, Others), Online), By Region (Asia-Pacific, North America, Europe, South America, MEA), Competition, Forecast & Opportunities, 2025”, the global toilet paper market was valued at USD 64 billion in 2019 and is expected to surpass USD 102 billion by 2025, owing to increasing awareness among people about personal hygiene and cleanliness, which is boosting the use of toilet paper in residential spaces, offices, complexes, and business outlets. Besides, the growing issue of water shortage is further anticipated to drive the global toilet paper market as they can be used as an alternative to water. Another major factor is the outbreak of Coronavirus (COVID-19), which is augmenting consumer demand for toilet paper. The rise in disposable income and strong demand for AFH (Away From Home) segment can also attribute the growth of the global toilet paper market in the coming years. 


According to TechSci report, “Global Tissue Paper Market By Product (Toilet Paper, Facial Tissue, Paper Towel, and Others), By Distribution Channel (Store-Based Retail and Non-Store Retail), By Application (Residential and Commercial), By Region, Forecast & Opportunities, 2025”, the global tissue paper market is expected to grow at a robust rate during the forecast period owing to the flourishing tourism and hospitality industry where paper towels and napkins are widely used. Moreover, growing awareness among consumers towards health & hygiene is contributing to the demand for tissue papers. The current outbreak of COVID-19 has also led to increasing demand for tissue papers around the world. The development of organic tissue papers and rising per capita disposable income is anticipated to drive the growth of the global tissue paper market by 2025.

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