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Retail Tissue in Canada

Publisher Euromonitor International
Published Apr 28, 2026
Length 36 Pages
SKU # EP21171594

Description

In 2025, retail tissue in Canada delivered a value increase of 3% to reach CAD3 billion, down from 4% in 2024. While premiumisation was a significant trend in 2025, the rising costs of living also triggered a pronounced value-seeking response, especially among less affluent shoppers facing higher grocery and housing expenses. While affluent consumers continue to trade up to premium offerings, price-sensitive shoppers have adopted strategies such as purchasing during promotions, leveraging loyalt...

Euromonitor International's Retail Tissue in Canada report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Facial Tissues, Paper Tableware, Paper Towels, Toilet Paper.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Retail Tissue market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

36 Pages
Retail Tissue in Canada
Euromonitor International
April 2026
List Of Contents And Tables
RETAIL TISSUE IN CANADA
Key Data Insights
2025 Developments
Premiumisation Boosts Value Sales Amid Economic Constrains
Key Industry Trends
CHART 1 Key Industry Trends for Retail Tissue
Industry Performance
Enhanced Comfort and Absorbency Drive Toilet Paper and Pocket Handkerchief Growth
CHART 2 Canadian Tissues Brand Cascades Launches a New Line of Premium Bathroom Tissue in 2025
Premium Innovations and Value-Seeking Define Consumer Behaviour
CHART 3 Who Gives a Crap, the Australia-Based Eco-Friendly Toilet Paper Brand, Launched in Canada in 2025
CHART 4 Value Sales 2020-2030
CHART 5 Volume Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Premium Brands to Aid Growth in Paper Towels and Facial Tissues
Omnichannel Strategies and E-Commerce to Continue Influencing Growth
CHART 7 Analyst Insight for Retail Tissue
CHART 8 Forecast Value Sales 2020-2030
CHART 9 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Kp Tissue Inc Accelerates Share Gains through Brand Loyalty and National Reach
CHART 10 Company Shares 2025
CHART 11 Brand Shares 2025
Channels
Supermarkets and Hypermarkets Drive In-Store Leadership as Online Shopping Gains Ground
CHART 12 Retail Channels 2020-2025
Economic Context
CHART 13 Economic Context for Retail Tissue
CHART 14 Real GDP Growth 2020-2030
CHART 15 Inflation 2020-2030
Consumer Context
CHART 16 Consumer Context for Retail Tissue
CHART 17 Population 2020-2030
CHART 18 Consumer Expenditure 2020-2030
CHART 19 Population by Generation 2025
Country Reports Disclaimer
CHART 20 Key Industry Trends for Tissue and Hygiene
CHART 21 Canadian Tissues Brand Cascades Launches a New Line of Premium Toilet Paper in 2025
CHART 22 Waterwipes Launches New and Improved Sensitive Newborn & Baby Wipes
CHART 23 Iris + Arlo Organic Pads
CHART 24 Value Sales 2020-2030
CHART 25 Value Sales by Category 2025
CHART 26 Analyst Insight for Tissue and Hygiene
CHART 27 Forecast Value Sales 2020-2030
CHART 28 Forecast Value Sales by Category 2025-2030
CHART 29 Company Shares 2025
CHART 30 Brand Shares 2025
CHART 31 Retail Channels 2020-2025
CHART 32 Economic Context for Tissue and Hygiene
CHART 33 Real GDP Growth 2020-2030
CHART 34 Inflation 2020-2030
CHART 35 Consumer Context for Tissue and Hygiene
CHART 36 Population 2020-2030
CHART 37 Consumer Expenditure 2020-2030
CHART 38 Population by Generation 2025
TISSUE AND HYGIENE IN CANADA
Executive Summary
Brands Balance Premium Push with Demands From Cost-Conscious Consumers
Key Data Insights
Key Industry Trends
Industry Performance
Consumer Demand for Gentle and Clean Wellness Solutions Continues
Sustainable Demands Expand Eco-Friendly Menstrual Care
What's Next?
Premiumisation to Drive Growth through Retail Tissue and Adult Incontinence
Retailers to Strengthen Omnichannel Strategies as E-Commerce Accelerates
Continued Sustainability Focus to Reshape Product Development and Consumer Loyalty
Competitive Landscape
Procter & Gamble and Kruger Strengthen Brand Leadership through Broad Retail Reach
Channels
Supermarkets and Hypermarkets Retain In-Store Strength
E-Commerce Accelerates as Direct-To-Consumer Brands Shift Online Shopping Habits
Economic Context
Consumer Context
Country Reports Disclaimer

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