Canada Toilet Paper Market Size and Share Outlook - Forecast Trends and Growth Analysis Report (2025-2034)

Canada Toilet Paper Market Size and Share Outlook (2025-2034)

Market Outlook

According to the report by Expert Market Research (EMR), the Canada toilet paper market size reached around USD 1.02 billion in 2024. Aided by the growing consumer demand for sustainable, recycled products and the rising popularity of premium, ultra-soft, and multi-ply options for enhanced comfort, the market is projected to grow at a CAGR of 5.40% between 2025 and 2034 to attain nearly USD 1.73 billion by 2034.

The Canada toilet paper market growth is being driven by increasing consumer demand for hygiene and sanitation products, rising household consumption, and advancements in sustainable manufacturing practices. As an essential commodity, toilet paper is a staple in both residential and commercial sectors, with demand bolstered by population growth, urbanisation, and heightened awareness of personal hygiene. The market is further influenced by consumer preferences for premium and eco-friendly products, leading to innovations in softness, durability, and environmental responsibility. Additionally, the expansion of online retail channels has facilitated greater accessibility, allowing consumers to purchase toilet paper in bulk or through subscription-based models.

One of the most significant trends shaping the Canada toilet paper market expansion is the growing emphasis on sustainability. As environmental concerns gain prominence, manufacturers are focusing on producing recycled and bamboo-based alternatives to traditional virgin pulp products. The increasing awareness of deforestation and ecological impact has prompted consumers to seek eco-friendly toilet paper brands that prioritise responsible sourcing and sustainable production processes. As a result, biodegradable and unbleached options have gained traction, appealing to environmentally conscious buyers. Certifications such as the Forest Stewardship Council (FSC) and EcoLogo have become key indicators of sustainability, reinforcing consumer trust and encouraging ethical consumption.

Product innovation has played a crucial role in shaping the Canada toilet paper market dynamics, with manufacturers introducing ultra-soft, multi-ply, and infused toilet paper varieties to cater to diverse consumer preferences. The demand for hypoallergenic and fragrance-free options has increased, particularly among consumers with sensitive skin. Additionally, the introduction of flushable and septic-safe toilet paper has enhanced product appeal, addressing concerns regarding plumbing and environmental sustainability. Value-added features, such as moisture-locking and lotion-infused variants, have further contributed to market differentiation, offering enhanced comfort and convenience. These advancements have allowed manufacturers to meet evolving consumer expectations while maintaining a competitive edge in the industry.

The commercial segment remains a significant contributor to the Canada toilet paper market development, with strong demand from hospitality, healthcare, corporate, and public sector establishments. The increasing number of hotels, restaurants, offices, and shopping centres has fuelled the need for high-capacity toilet paper dispensers and bulk supply solutions. The heightened focus on hygiene and sanitation in public spaces, particularly in response to global health concerns, has reinforced the demand for high-quality toilet paper products. Businesses and institutions continue to invest in cost-effective and durable options that balance affordability with performance, ensuring reliable supply chains to meet consumer expectations. Additionally, government regulations emphasising sanitation and cleanliness have further propelled the demand for commercial-grade toilet paper.

The competitive landscape of the Canada toilet paper market is characterised by the presence of major industry players, including Procter & Gamble, Kimberly-Clark, Kruger Products, and Cascades. These companies leverage innovation, sustainability, and strategic partnerships to strengthen their market position and cater to evolving consumer preferences. Increased investments in automated manufacturing processes and energy-efficient production facilities have enhanced operational efficiency, reducing production costs and ensuring consistency in product quality. Furthermore, the expansion of private-label and store-brand toilet paper offerings by major retailers has intensified competition, providing consumers with a wide range of price points and product choices. This competitive environment has encouraged manufacturers to differentiate their products through unique features, sustainability initiatives, and marketing strategies.

Despite the Canada toilet paper market’s steady growth, several challenges pose potential obstacles to long-term expansion. Fluctuating raw material costs, supply chain disruptions, and regulatory constraints are among the primary concerns for manufacturers. The volatility in pulp prices, driven by global demand and environmental regulations, directly impacts production costs and retail pricing. Additionally, logistical challenges, including transportation costs and labour shortages, have influenced supply chain efficiency, leading to occasional price fluctuations and inventory shortages. Stricter compliance requirements related to environmental sustainability and waste reduction have also placed pressure on manufacturers to adopt responsible sourcing and production practices. These challenges require strategic planning and investment in sustainable solutions to ensure long-term market stability.

Another factor influencing the Canada toilet paper market is the growing interest in alternative hygiene solutions. The increasing adoption of bidets, reusable cloth wipes, and other non-disposable hygiene products presents both challenges and opportunities for the toilet paper industry. While these alternatives may impact traditional toilet paper consumption, they also encourage innovation in flushable and biodegradable toilet paper products. Manufacturers are exploring ways to integrate eco-friendly materials and smart technologies into their offerings to align with shifting consumer preferences. By addressing these emerging trends, industry players can adapt to changing market dynamics and maintain their relevance in the evolving hygiene sector.

The future of the Canada toilet paper market is poised for continued expansion, driven by technological advancements, evolving consumer preferences, and a growing emphasis on sustainability. The integration of smart packaging, antimicrobial properties, and biodegradable innovations is expected to redefine the industry, offering enhanced functionality and reduced environmental impact. The rise of digital commerce and direct-to-consumer subscription models will further transform purchasing behaviours, providing greater convenience and cost savings for consumers. Subscription services offering scheduled deliveries and customisable options will likely gain popularity, allowing consumers to manage their toilet paper supply more efficiently.

The increasing demand for premium and ultra-soft toilet paper is expected to revolutionise the Canada toilet paper market landscape, with manufacturers focusing on comfort, durability, and innovative textures. Consumers are becoming more discerning in their purchasing decisions, seeking products that offer both luxury and environmental responsibility. The shift towards plastic-free packaging and minimal waste production will also play a crucial role in shaping market trends, encouraging brands to adopt eco-conscious packaging solutions.

As hygiene and sanitation remain top priorities for Canadian households and businesses, the Canada toilet paper market will continue to experience steady demand. The balance between affordability, quality, and sustainability will be essential in driving consumer loyalty and market growth. With ongoing advancements in production technology and increased investment in eco-friendly solutions, the market is set to evolve, meeting the dynamic needs of consumers while contributing to a more sustainable future.

Market Segmentation

The market can be divided based on type, end use, distribution channel, and region.

Market Breakup by Type:

• 1 Ply
• 2 Ply
• Others

Market Breakup by End Use:

• Residential
• Commercial

Market Breakup by Distribution Channel:

• B2B
• B2C

Market Breakup by Region:

• British Columbia
• Alberta
• The Prairies
• Central Canada
• Atlantic Canada

Competitive Landscape

The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in the Canada toilet paper market. Some of the major players explored in the report by Expert Market Research are as follows:

• Kimberly-Clark Corp.
• Essity AB
• GCP Paper USA Inc.
• Procter & Gamble Co.
• Cascades Inc.
• Georgia-Pacific LLC
• Kruger Inc.
• Suzano S.A.
• Softex Group
• Cardinal Tissue, LLC
• Others

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*We at Expert Market Research always strive to provide you with the latest information. The numbers in the article are only indicative and may be different from the actual report.