United Kingdom Toilet Paper Market Analysis Report 2025: Rising Hygiene Awareness and Shift Toward Sustainable, Premium Products

The UK toilet paper market is experiencing steady expansion, driven by increased hygiene consciousness, environmental concerns, urbanization, and demand for premium products. Valued at USD 1.54 billion in 2024, it is forecasted to reach USD 2.10 billion by 2030, growing at a compound annual growth rate (CAGR) of 5.31% from 2024 to 2030. —

Key Market Drivers

Growing Hygiene Awareness

Public health campaigns and the COVID-19 pandemic have heightened the importance of sanitation, establishing toilet paper as an essential personal care item rather than a mere commodity. Surveys indicate that 82% of UK consumers regard toilet paper as essential, with 87% supporting the removal of its 20% VAT “luxury tax.” This shift reinforces lasting usage habits and an increased preference for higher-quality, dermatologically tested, and antibacterial variants.

Urbanization and Rising Living Standards

Increasing population density in urban areas and improved living conditions contribute to higher per capita use.

Market Challenges

Supply Chain Vulnerabilities

The industry relies heavily on imported raw pulp and chemicals, exposing it to risks from geopolitical tensions, trade disruptions (e.g., Brexit), and the COVID-19 pandemic. These factors have led to increased costs, delays, and raw material shortages. Limited warehousing and distribution flexibility have also caused temporary stockouts, challenging producers to maintain supply reliability and sustainability.

Emerging Trends

Eco-Friendly and Plastic-Free Products

Environmental awareness is reshaping consumer preferences, with a growing demand for toilet paper made from recycled materials and alternatives like bamboo. Brands such as Who Gives A Crap, Bumboo, and Ecoleaf lead with biodegradable products and compostable packaging. Retailers increasingly stock private-label eco-friendly options and reduce conventional plastic-packaged items. Government policies on plastic reduction and climate-conscious younger consumers further propel this trend, reinforcing sustainability as a competitive differentiator.

Market Segmentation Highlights

• Product Types: 1-ply, 2-ply, and others.
• End Use: Residential and commercial sectors.
• Regions Covered: England, Scotland, Wales, and Northern Ireland.

Leading Companies in the UK Market

• 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

Outlook and Opportunities

The UK toilet paper market is set to benefit from sustained hygiene awareness and an accelerated transition to premium and sustainable products. Manufacturers innovating with biodegradable materials and plastic-free packaging are poised to capture growing eco-conscious consumer segments. Meanwhile, addressing supply chain vulnerabilities through localization and diversification remains critical.

Reference

For full details, visit: ResearchAndMarkets UK Toilet Paper Market Report

Published October 31, 2025 | Source: Research and Markets

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