United Kingdom Toilet Paper Market By Product Type (1 Ply, 2 Ply, Others), By End Use (Residential, Commercial), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United Kingdom Toilet Paper Market was valued at USD 1.54 Billion in 2024 and is anticipated to grow USD 2.10 Billion by 2030 with a CAGR of 5.31%. The United Kingdom toilet paper market is experiencing steady growth driven by rising hygiene awareness, population growth, and the increasing demand for sustainable and premium products. Consumers are shifting toward eco-friendly and recycled toilet paper due to growing environmental concerns, prompting manufacturers to innovate with biodegradable and plastic-free packaging. The COVID-19 pandemic highlighted the essential nature of toilet paper, influencing stockpiling behavior and reinforcing its necessity in households. Additionally, private label brands from supermarkets continue to gain popularity due to affordability and comparable quality to branded alternatives. Urbanization and improved living standards also contribute to higher per capita usage.

Key Market Drivers

Growing Awareness of Hygiene and Sanitation

One of the primary drivers of the United Kingdom toilet paper market is the increasing awareness of hygiene and sanitation among consumers. As public health campaigns continue to stress the importance of cleanliness to prevent disease, households are more inclined to stock essential hygiene products like toilet paper. The COVID-19 pandemic significantly intensified this trend, with a surge in demand for hygiene-related items, including toilet rolls. This shift was not temporary; it instilled lasting habits of frequent usage and preparedness. Toilet paper, once considered a basic commodity, is now associated with personal care and wellness. Moreover, with rising concerns about infections and viruses, many consumers are opting for higher-quality or anti-bacterial variants of toilet paper. Government-led health initiatives and education programs in schools and communities have also played a role in reinforcing the importance of sanitation, thereby encouraging higher consumption. In 2024, a consumer campaign backed by government policy debates revealed that 82% of Brits consider toilet paper an essential household item, and 87% support removing the 20% VAT “luxury tax”, signaling a strong public shift in viewing tissue products as crucial for hygiene, not just commodities. The integration of hygiene into daily routines and the emotional association with cleanliness and comfort have elevated the perceived value of toilet paper. As consumers become more health-conscious, the demand for toilet paper, especially soft and dermatologically tested variants, is expected to continue growing, making hygiene awareness a central and persistent driver of market expansion.

Rising Demand for Eco-Friendly and Sustainable Products

Environmental sustainability is a major influence on purchasing behavior in the United Kingdom, and the toilet paper market has not been immune to this shift. UK consumers are increasingly concerned about deforestation, carbon emissions, and plastic pollution, pushing them toward sustainable and eco-friendly toilet paper options. As a result, there has been significant growth in the demand for recycled toilet paper, FSC-certified products, bamboo-based variants, and brands that offer plastic-free or compostable packaging. Brands like Who Gives A Crap and Ecoleaf are gaining popularity for promoting responsible sourcing and ethical manufacturing practices. Retailers and supermarkets are also responding by expanding their sustainable product lines and replacing conventional toilet paper with greener alternatives on their shelves. Furthermore, government policies such as the Plastic Packaging Tax and initiatives supporting net-zero emissions have accelerated the adoption of eco-friendly products. Innovations in production processes, such as water-efficient pulping and chemical-free bleaching, are aligning product development with consumer expectations for sustainability. These factors have collectively created a more environmentally conscious marketplace, where purchasing decisions are not just about price or softness, but also about ethical responsibility. The eco-conscious movement is expected to remain a significant and long-term driver in the UK toilet paper market.

Expansion of E-commerce and Subscription Models

The expansion of e-commerce platforms and subscription-based delivery models has transformed how consumers in the UK purchase toilet paper. The UK's eCommerce revenue is projected to reach USD 285.60 billion by 2025, driven by an average annual growth rate of 12.6%. Traditionally a product purchased in brick-and-mortar supermarkets or convenience stores, toilet paper is now readily available online, often at discounted prices and with the added benefit of home delivery. This shift gained momentum during the COVID-19 lockdowns, when physical retail access was restricted, and consumers sought out reliable online alternatives to restock household essentials. Since then, online shopping habits have solidified, particularly for bulk purchases or recurring necessities like toilet paper. Subscription models offered by brands such as Who Gives A Crap, Bumboo, and even Amazon’s Subscribe & Save program have gained traction by providing convenience, regularity, and price stability. These services often allow customization of frequency, quantity, and type of product, ensuring households never run out while reducing the need for repetitive shopping. In addition, many e-commerce retailers offer eco-friendly products, appealing to environmentally conscious buyers. With strong logistics infrastructure, improved delivery speeds, and increasing smartphone and internet penetration, the rise of online channels has become a powerful growth engine for the UK toilet paper market, catering to the evolving lifestyle and consumption patterns of modern consumers.

Product Innovation and Premiumization Trends

The UK toilet paper market has seen a significant rise in product innovation and premiumization, which has positively influenced consumer spending and market value. Brands are investing in research and development to enhance softness, strength, absorbency, and even fragrance, making toilet paper more than just a utilitarian product. . The UK spends approximately USD 30.10 million per week on toilet paper, with the average household using around 127 rolls each year. The demand for ultra-soft, multi-ply, and skin-sensitive toilet paper is on the rise, particularly among middle- and upper-income households willing to pay a premium for comfort and quality. Dermatologically tested, hypoallergenic, and lotion-infused variants are gaining popularity, especially among families with children or individuals with sensitive skin. Some premium brands have even introduced toilet paper infused with essential oils, aloe vera, or antimicrobial agents to differentiate themselves in a crowded market. Additionally, the aesthetics of packaging and the narrative around sustainability and wellness have become part of brand identity, influencing consumer perception and loyalty. Innovations in embossing technology and roll length (such as mega rolls that last longer) are also helping companies stand out and offer added value. As consumer preferences evolve, this trend of premiumization is not only boosting average unit prices but also encouraging brand differentiation and long-term customer engagement in the UK toilet paper sector.

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Key Market Challenges

Supply Chain Vulnerabilities and Raw Material Dependence

One of the major challenges in the United Kingdom toilet paper market is the vulnerability of its supply chain, particularly concerning raw material sourcing and logistics. Toilet paper manufacturing is heavily reliant on raw pulp, much of which is imported, making the industry sensitive to fluctuations in global supply and transport disruptions. Events like the COVID-19 pandemic, the Russia-Ukraine conflict, and Brexit-related changes in trade regulations have all exposed weaknesses in the supply chain. These disruptions often lead to increased shipping costs, delays in deliveries, and raw material shortages, impacting production timelines and inflating prices for manufacturers and consumers alike. Moreover, the UK’s dependency on imports for energy and chemicals used in production adds another layer of complexity, especially in times of geopolitical tension or global inflation. The panic-buying episodes during COVID-19 further highlighted the market's limited warehousing and distribution flexibility, causing temporary shortages and eroding consumer confidence. While some companies have attempted to mitigate this by localizing production and diversifying suppliers, consistent cost-effective procurement of materials and logistical reliability remain pressing concerns. The challenge lies not only in securing a stable supply but also in maintaining sustainability and cost-efficiency in a globally volatile environment.

Price Sensitivity and Intense Market Competition

The UK toilet paper market is highly price-sensitive, with consumers often opting for the most cost-effective options available, especially during times of economic uncertainty. While premium products with added features like softness or eco-friendliness have gained traction, a significant portion of the consumer base continues to prioritize affordability. This has led to intense price competition among brands, with both major players and private labels offering regular discounts and promotional deals to attract consumers. Supermarket chains such as Tesco, Sainsbury’s, and Lidl offer their own private-label toilet paper products at competitive prices, making it difficult for national and international brands to maintain market share without compromising on margins. In such an environment, product differentiation becomes increasingly difficult, especially when basic functional needs are already being met by lower-priced alternatives. As a result, profit margins are often squeezed, and smaller or newer entrants may struggle to achieve profitability or brand loyalty. Furthermore, with inflationary pressures and cost-of-living concerns rising across the UK, many consumers are reverting to budget choices, thereby limiting the growth potential for premium or innovative products. Navigating this price-sensitive landscape while maintaining brand integrity and profitability poses a significant challenge for all market participants.

Balancing Sustainability with Performance and Cost

As UK consumers become more environmentally conscious, the pressure on manufacturers to produce sustainable toilet paper has intensified. However, balancing eco-friendly practices with product performance and cost-efficiency remains a key challenge. While recycled and bamboo-based toilet papers are increasingly popular, they often come with higher production costs or compromises in softness and durability. For many consumers, especially those seeking comfort or dealing with sensitive skin, recycled paper may not meet expectations in terms of quality, leading to reluctance in fully switching from conventional toilet paper. Furthermore, implementing sustainable practices—such as sourcing FSC-certified pulp, eliminating plastic packaging, or reducing water and energy usage—requires significant upfront investment, which may not yield immediate financial returns. Manufacturers must also comply with evolving regulatory frameworks and environmental standards, which can complicate production processes and increase operational costs. Communicating the environmental benefits effectively to consumers, while ensuring that sustainable toilet paper remains competitively priced and performs as well as traditional options, is a delicate balancing act. This complexity is amplified by the challenge of greenwashing scrutiny, where companies must back their sustainability claims with credible certifications and transparent practices. Overall, achieving genuine sustainability without sacrificing product appeal or financial viability is a persistent obstacle in the UK toilet paper market.

Key Market Trends

Rising Popularity of Eco-Friendly and Plastic-Free Products

One of the most prominent trends in the UK toilet paper market is the growing preference for eco-friendly and plastic-free products. As consumers become more environmentally conscious, there has been a noticeable shift away from conventional toilet paper made from virgin pulp and packaged in plastic. Instead, people are increasingly choosing toilet paper made from recycled paper or alternative raw materials like bamboo, which have a lower environmental footprint. Brands such as Who Gives A Crap, Bumboo, and Ecoleaf have capitalized on this movement by offering biodegradable, FSC-certified products with compostable or paper-based packaging. Many UK households, especially in urban areas, are prioritizing sustainability as a key purchasing factor and are willing to pay a slight premium for products that align with their eco-values. This trend is also being supported by broader government initiatives, such as plastic reduction policies and consumer awareness campaigns. Major retailers and supermarkets are responding to this demand by stocking private-label eco-friendly toilet paper options and reducing shelf space for non-sustainable alternatives. The momentum behind sustainability is expected to accelerate further, driven by climate-conscious younger consumers and increasing scrutiny of corporate environmental claims, making eco-friendly innovation essential for long-term competitiveness in the market.

Growth of Subscription and Direct-to-Consumer (DTC) Models

The rise of subscription-based and direct-to-consumer (DTC) models is transforming how UK consumers purchase toilet paper, offering convenience, consistency, and personalization. Brands such as Who Gives A Crap and Cheeky Panda have successfully implemented online subscription services, allowing customers to receive regular toilet paper deliveries tailored to their household needs. This model gained significant traction during the COVID-19 pandemic, as panic buying and stock shortages led consumers to seek dependable and contactless supply channels. Even post-pandemic, the convenience of automated restocking, discounted pricing, and the ability to avoid frequent store trips has kept subscribers loyal to these services. These DTC brands often incorporate strong branding around environmental and social impact, enhancing customer engagement and creating a loyal consumer base. Moreover, e-commerce platforms like Amazon have contributed to this trend through “Subscribe & Save” options, catering to consumers who prefer flexible yet scheduled deliveries. With rising digital adoption and a growing appetite for convenience among UK households, subscription and DTC models are expected to gain further ground, reshaping distribution dynamics and posing a competitive challenge to traditional brick-and-mortar retail sales. For toilet paper manufacturers, developing a robust online presence and personalized customer experience is becoming increasingly critical in capturing market share.

Shift Toward Premiumization and Product Differentiation

Premiumization is becoming a defining trend in the UK toilet paper market, as consumers increasingly seek higher quality and value-added features beyond basic functionality. While affordability remains important, many households are now willing to spend more on toilet paper that offers enhanced comfort, durability, and aesthetic appeal. Products with extra softness, multiple plies, quilted textures, or dermatologically tested materials are gaining popularity, particularly among families and older consumers. Some premium toilet papers also offer features such as lotion-infused sheets, fragrance options, and antimicrobial properties. As disposable income recovers post-pandemic and consumer expectations rise, differentiation is becoming key to brand success. Manufacturers are responding by investing in R&D and packaging innovation to create products that stand out on both physical and digital shelves. Premium products also align with health and wellness trends, as consumers become more attentive to skin sensitivity and hygiene. The premium segment is being further propelled by social media and influencer marketing, which highlight product benefits and build brand aspiration. Overall, premiumization not only allows brands to achieve higher margins but also enables them to build a more loyal customer base by offering an elevated and personalized consumer experience in an otherwise commoditized category.

Increased Focus on Ethical and Transparent Sourcing

Consumers in the UK are placing greater emphasis on ethical sourcing and supply chain transparency, influencing purchasing decisions across the toilet paper sector. Buyers are no longer just concerned with what the product is made of, but how and where it was produced. This includes a growing demand for paper sourced from responsibly managed forests, verified by certifications such as the Forest Stewardship Council (FSC) or Programme for the Endorsement of Forest Certification (PEFC). Additionally, many consumers now consider labor practices, fair wages, and working conditions in the production process as part of their buying criteria. Brands that clearly communicate their commitment to ethical sourcing, sustainability, and corporate responsibility are finding favor among increasingly socially aware customers. Transparent labeling, third-party certifications, and storytelling around the brand’s environmental and social impact are being used to build trust and strengthen brand identity. Retailers and regulatory authorities are also encouraging this trend through procurement standards and environmental benchmarks. As ethical consumerism becomes more mainstream, companies that fail to meet expectations for transparency may face reputational risks and declining customer loyalty. In response, manufacturers are investing in traceable supply chains and ethical partnerships to ensure their practices align with consumer values and future-proof their business.

Segmental Insights

Product Type Insights

2-ply segment is the fastest-growing segment in the United Kingdom toilet paper market. Consumers are increasingly favoring 2-ply toilet paper due to its superior softness, strength, and comfort compared to 1-ply alternatives. It offers a better balance between affordability and quality, making it an appealing choice for both residential and commercial users. As hygiene awareness rises and consumers seek more premium yet cost-effective products, 2-ply toilet paper is becoming the preferred option in households and workplaces alike. Additionally, manufacturers are innovating within the 2-ply category by introducing recycled and eco-friendly variants, further boosting its popularity among environmentally conscious buyers.

End Use Insights

The commercial segment is the fastest-growing segment in the United Kingdom toilet paper market. This growth is driven by increasing demand from offices, hotels, restaurants, healthcare facilities, educational institutions, and public restrooms. As the UK economy continues to recover and urbanization increases, more businesses are focusing on maintaining hygiene standards to ensure employee and customer safety. Additionally, regulations and expectations around sanitation in public and commercial spaces have strengthened post-COVID, encouraging bulk purchasing and regular stocking of toilet paper. The shift toward sustainable and cost-efficient solutions in commercial buildings has also led to increased demand for high-capacity, recycled, and bulk-pack toilet paper options tailored for high-traffic environments.

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Regional Insights

England stands as the dominating region in the United Kingdom toilet paper market, primarily due to its large population, high urbanization rate, and well-established retail and distribution infrastructure. Major cities like London, Manchester, and Birmingham contribute significantly to consumption, with strong demand from both residential and commercial users. The presence of key supermarket chains, e-commerce hubs, and hygiene product manufacturers further supports market dominance. Additionally, greater consumer awareness regarding hygiene, sustainability, and premium toilet paper products has fueled the adoption of eco-friendly and multi-ply options across households and businesses in England. With a strong focus on innovation, convenience, and brand availability, England continues to lead in both sales volume and value within the UK toilet paper industry.

Recent Developments

• In 2024, Tesco collaborated with supplier Wepa to launch unbleached, soft toilet rolls and kitchen towels made from recycled corrugated cardboard and paper pulp, significantly reducing plastic and water usage during production.
• In 2024, After its acquisition by Navigator Group, Accrol Tissue UK introduced the licensed “Flash” brand three-ply available in Handy and XL sizes, marking its first branded licensed product.
• In 2024, Manchester-based Master Roll launched an eco-friendly premium toilet paper made entirely from bamboo, featuring 100 % plastic-free packaging and a commitment to sustainability and zero waste.
• In 2023, Sainsbury’s has transitioned its entire own‑brand toilet paper and kitchen towel range from plastic to recyclable paper packaging, eliminating approximately 485 tonnes (over 55 million pieces) of plastic annually.

Key Market Players

• 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

Report Scope:

In this report, the United Kingdom Toilet Paper Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United Kingdom Toilet Paper Market, By Product Type:

o   1 Ply

o   2 Ply

o   Others

• United Kingdom Toilet Paper Market, By End Use:

o   Residential

o   Commercial

• United Kingdom Toilet Paper Market, By Region:

o   England

o   Scotland

o   Wales

o   Northern Ireland

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the United Kingdom Toilet Paper Market.

Available Customizations:

United Kingdom Toilet Paper Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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