Summary

The global toilet paper market, a part of the larger paper hygiene sector, has been experiencing growth, with a notable increase in demand during the 2020 health crisis when French consumers stockpiled products, causing a 4.5% rise in market value. This trend was followed by a slight decline in 2021 by 1.2%, reflecting the consumption of previous stockpiles. Despite the fluctuations, the market is projected to continue growing at a CAGR of 5.5% until 2027, with an expectation to reach a value of $21.91 billion. The market has seen a shift towards eco-friendly and "made in France" products, especially after a 2023 scandal highlighted the presence of pollutants in some toilet paper brands. Private label brands have fared well against inflation, which has notably increased by 85% in the paper industry as of early 2023, leading to cost-cutting consumer behaviors.

The national French market appears relatively fragmented with major players like Lotus and Okay and emerging players like Popee, amid trends towards responsible product offerings. The industry structure includes diversified companies like Essity, the Swedish group leading in production with 7 plants in France. With e-commerce's growth, new entrants are leveraging online platforms for distribution. Despite a stable number of companies in the NAF code 17.22Z sector. Regulations still remain minimal, with only the European Ecolabel certification providing some oversight.

French Toilet Paper Market Trends and Demand Dynamics

The toilet paper market in France has experienced a significant fluctuation in recent years, particularly influenced by global events such as the health crisis in 2020 which prompted a notable spike in sales due to panic buying. However, in the subsequent year, the market saw a decline as consumers utilized the stockpiles from the previous year.

The increasing trend towards eco-conscientiousness, the impact of inflation, and the adaptation of e-commerce have all shaped the French toilet paper market. In terms of demand, each French person, on average, uses approximately between 90 and 110 rolls of toilet paper a year, amounting to about 6 kg per capita. With a population nearing 70 million, France's annual toilet paper consumption is roughly between 400,000 and 420,000 tonnes.

The financial expenditure is significant, considering the average annual expense is close to 90 euros per person, suggesting a market size close to 6 billion euros. Economic factors, specifically inflation, have notably affected consumer behavior. With inflation rates touching 20% for toilet paper and overall inflation rate at about 6% between 2022 and 2023, consumers have veered towards more affordable options. This shift has enhanced the growth of private labels, offering cost-effective products, outpacing the market growth rate by around 2.4%. Moreover, despite the increase in sales revenue, the volume of toilet paper sold actually decreased by nearly 3%, a reflection of inflation rather than an increase in consumption.

Concerns over environmental impact and product sustainability have also influenced demand. Reports bringing to light the presence of pollutants and carcinogens in toilet papers have stirred the French population, with about a quarter considering the ecological impact before making a purchase. Sustainable options like FSC and PEFC certified toilet papers or those made from recycled fibers and bamboo are emerging but still represent a small percentage of the market.

The industry structure within France also reveals interesting dynamics. The number of companies producing paper for sanitary use declined by about 18%, followed by a stability later on, with 50 companies operating in this space by 2021.

Despite the reduction in the number of companies, the employment numbers remained steady, indicating consolidation and expansion of existing firms. Regionally, most companies are situated in the northern and northeastern parts of France, with almost half located in Hauts-de-France, Normandy, and Grand Est. 

Pivotal Players Shaping the French Toilet Paper Market Landscape

The French toilet paper market is characterized by a blend of established brands and emerging players, each vying for consumer attention through various strategies, product innovations, and branding efforts.

  • Among the heavyweights in this sector, the Swedish conglomerate Essity stands tall. Owning brands like Lotus and Tork, Essity has made a mark with its extensive production capabilities, including a significant plant in Gien that churns out millions of rolls daily, catering to both private consumers and professional entities. Lotus, in particular, enjoys wide recognition for its innovative products such as tubeless toilet rolls, appealing to environmentally conscious consumers. Essity's Tork, on the other hand, is tailored for the B2B market, furnishing professional establishments with their necessary supplies. Competing alongside these are private labels, which are no strangers to the hygiene product realm.

 

  • Examples include supermarket giants such as Carrefour, known for its comprehensive range of products, including affordable and sustainable Ecolabel-certified options; E.Leclerc, another major player that has a significant presence; and Monoprix, which is part of the Groupe Casino family, offering a blend of economy and premium products.

Then there are the specialized brands for professionals like Metro France, Materiel CHR pro, and Hypronet that provide tailored solutions for businesses requiring bulk purchases of toilet paper suitable for their specific needs.

  • The online space is particularly interesting as it has witnessed the entry of new players like Popee and Jhana. Popee has embraced the subscription model, delivering recycled toilet paper directly to customers' homes, while Jhana appeals to the eco-friendly segment with its 100% bamboo-based products. Both newcomers emphasize sustainability and capitalize on the growing trend of online shopping.

 

  • Further catalyzing market dynamics are e-commerce giants such as C-Discount and Amazon, which offer both in-house brands like Presto! and mainstream brands like Lotus. Their platforms enable bulk purchases at competitive prices, providing consumers with a convenient and cost-effective way to shop.

 

  • Lastly, the French market hosts brands like Kleenex, not traditionally known for toilet paper but which has still found a niche with wet toilet paper products that cater to evolving consumer preferences.

These diverse market participants collectively shape the French toilet paper market, each with its strategic focus, whether that's sustainability, convenience, affordability, or professional utility. Together, they navigate a market that's both mature and reactive to consumer trends and global market forces.

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  • Number of pages : 30 pages
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  • Last update : 11/04/2023
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Summary and extracts

1 Market overview

1.1 Definition and scope of study

Toilet paper, generally sold in rolls, is a sub-segment of paper hygiene, a market that includes handkerchiefs, paper towels, cotton pads, cotton buds and so on. Toilet paper is a basic necessity, and is prone to so-called "panic buying" in response to crises. For example, the French rushed to buy toilet paper as soon as the health crisis began in 2020.

The global toilet paper market has been growing slightly for the past decade. This growth is set to continue in the coming years, with an average annual growth rate (AAGR) of 5.5% until 2027. The European market represents around a quarter of the global market.

As a result of the pandemic, the French toilet paper market saw a significant rise in 2020 (+4.5%), followed by a slight fall in 2021 (-1.2%), mainly due to the use by some consumers of stocks prepared the previous year. The French market is relatively fragmented, with industry giants such as Lotus and Okay competing with private labels, and new entrants such as Popee.

The supply trend is towards "made in France", while consumers are looking for more responsible products. What's more, high inflation in the first part of 2022 is driving French consumers to reduce their purchases in the hygiene department, or to turn to more affordable products of inferior quality.

1.2 The global toilet paper market

The toilet paper market can be segmented in a number of ways:

By materials used: wood pulp, recycled paper. By type: one-ply, two-ply, three-ply (***) By market: B*C, B*B

The global toilet paper market will be worth $**.** billion by ****. This corresponds to growth of *.*% over ****, which is high due to ...

1.3 The national toilet paper market

On average, a French person uses *** rolls of toilet paper a year, equivalent to * kg of toilet paper. [***]

In France, toilet paper manufacturers are registered under NAF code **.**Z.

This NAF code covers the production of paper for sanitary or household use (***). Although this NAF code is fairly broad, the evolution ...

1.4 Balance of trade

The UN Comtrade database enables us to track trade in HS code ******, which covers trade in the following products: "Paper of a kind used for toilet paper and similar paper, cellulose wadding or webs of cellulose fibers, of a kind used for household or sanitary purposes, in rolls of a width ...

1.5 Inflation and toilet paper

Inflation in **** has particularly affected the paper industry, where costs have risen bycosts increased by **%. This high inflation is the result of a wood industry that found itself under pressure in **** due to a sharp rise in demand and the high energy dependency of paper manufacturing companies(***).[***]

Effect of inflation on ...

2 Demand analysis

2.1 Toilet paper, an essential hygiene product

In France, toilet paper is an essential hygiene product, found in every bathroom. In the second half of the twentieth century, bidets (***) gradually disappeared as toilet paper became more widespread.

Annual toilet paper consumption is around *** rolls per person, or * kg of toilet paper. [***], this corresponds to ***,*** tonnes of toilet paper ...

2.2 More eco-friendly toilet paper

According to a study by the Observatoire de la Consommation Responsable, published in **** and carried out among *,*** people representative of the French population in ****, **% of French people consider the ecological impact before purchasing a non-food product . [***]

Toilet paper was the subject of a scandal in February **** following the discovery by researchers ...

2.3 France's favourite toilet paper brands

The graph below is based on OpinionWay's survey of French people's favorite brands in March ****. It shows respondents' answers to the question "Do you like this brand of toilet paper?" for each brand, with the percentage corresponding to the proportion of respondents who answered "yes".

French preference for different toilet paper ...

3 Market structure

3.1 Structuring the industry

Here's a simplified value chain for the toilet paper market.

This study focuses on the last two stages of the value chain. We can simply note that for the harvesting of raw materials, most of the toilet paper used is made from South American or Scandinavian forests. [***] Recycled toilet paper comes ...

3.2 Toilet paper production

The toilet paper companies listed in section *.* are all diversified into the production of other toilet papers: paper towels, handkerchiefs, ... Thus, "paper products for sanitary or domestic use", registered under NAF code **.**Z (***), includes companies that produce toilet paper.

Number of companies registered under NAF code **.**Z France, **** - ****, in units Source: ...

4 Offer analysis

4.1 Toilet paper in supermarkets

The toilet paper range differs from one product to another according to the following characteristics:

Number of rolls (***) Number of folds (***) The color of the sheets (***) The tube (***) Other: sheets can be scented or moistened. Wet toilet paper differs from wipes in that, unlike wipes, it can be flushed directly down ...

4.2 Toilet paper for professionals

Likewise, on April *, ****, we raised the offer of products for professionals.

4.3 The development of e-commerce

We've also taken a look at the prices of various products offered on e-commerce.

Online sales make it possible to place wholesale orders at much lower prices. New inputs are more likely to be positioned in online sales.

5 Regulations

5.1 Current regulations

There are currently no regulations governing the marketing of toilet paper.

TheInternational Organization for Standardization has clarified the physical properties of tissue paper products, of which toilet paper is one, through ISO *****-*:****. The aim is "to enable manufacturers, converters and customers to have a common understanding of the various terms ...

List of charts

  • Trends in toilet paper sales
  • Projected toilet paper consumption by volume
  • Sales trends in the manufacture of sanitary and household paper products
  • Breakdown of household paper hygiene sales
  • Percentage of the population within 5 euros of buying groceries
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Latest news

Popee, the toilet paper that takes as much care of the planet as it does of your bottom. - 19/01/2022
  • Popee is a 100% recycled, chlorine-free toilet paper made in France, with 3 products available on its website (toilet paper, paper towels and tissues).
  • One tonne of recycled paper saves 17 trees.
  • More than 6,000 customers, half of whom were subscribers by January 2021, with over 500 professionals using the product.
  • Telecommuting has slowed Popee's growth, and office traffic is reducing the number of wastepaper baskets, Popee's raw material.
Large-scale distribution for Popee, back in September. - 05/07/2022
  • Popee, nationally referenced at Franprix.
  • Aim to be present in at least 250 stores by 2022.
  • Achieve sales of 650,000 euros in 2021 (1.4 M in 2022).
  • In addition to toilet paper, the brand now offers tissues and paper towels.
  • "Today, we make 50% of our sales online".
  • Today, Popee employs around ten people.
Antalis always greener | Greener with Antalis - 11/10/2023
  • Antalis belongs to the Japanese group Kokusai Pulp & Paper (KPP). KPP is a leading distributor of paper, packaging and communication products.
  • The group is present in 29 countries.
  • It generates sales of 563 billion yen, or around 3.578 billion euros.
  • Antalis is the leading BtoB distributor of paper and industrial packaging.
  • Antalis is also number two in the distribution of visual communication media.
  • Antalis employs 3,800 people.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Popee
Antalis France
Carrefour Groupe
Lidl France
E.Leclerc
Casino Groupe
Amazon
Jhana
Materiel CHR pro
Kleenex
Metro France
Hypronet

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