The Rise of 3 Ply Toilet Paper: Trends & Insights in the UK

You reach for your toilet roll, and it’s soft, strong, and reliable. But did you know there’s a lot more behind that simple roll than meets the eye? The popularity of 3 ply toilet paper is on the rise, and it’s reshaping the UK toilet paper market in exciting ways. Let’s dive into the trends, data, and consumer habits driving this change. Let’s break down the trends, data, and real-world shifts shaping this movement. repetitive. 

Toilet Paper Market: From Basic Necessity to Big Business 

The UK toilet paper market continues to grow steadily. According to a report, in 2024, the industry reached around USD 1.52 billion, and analysts expect it to reach USD 2.52 billion by 2034 with a 5.2% CAGR.  

Meanwhile, the broader tissue and hygiene paper market (which includes toilet rolls) is forecast to see £5.74 billion in revenue in 2025, growing at ~4.1% annually. The largest segment in this market is Toilet Paper, with a market volume of US$2.54bn in 2025. Statista 

Why this growth of 3 ply toilet paper? 

• Hygiene awareness has increased, especially since the pandemic.
• Consumers want more than “just a roll.” They expect comfort, reliability, and eco-friendliness. 
• Customers prefer cheap toilet rolls more than ever.

The Shift to Online & Bulk Buying 

Online shopping isn’t just for clothes anymore. It’s now a major channel for household essentials. In 2025, 29.7% of the UK’s hygiene paper market sales are expected to happen online, and this share is climbing fast. That trend fuels bulk buying, customers love the convenience, savings, and peace of mind that comes when you order larger packs of premium 3 ply rolls to your door.  

Online shopping makes it easier for consumers to: 

• Buy in bulk, saving money and ensuring they never run out. 
  
• Choose premium 3 ply toilet paper that meets their comfort and quality expectations. 
  
• Take advantage of online deals from brands like Swift Paper who offer attractive discounts, making it easy to get high-quality toilet rolls at budget-friendly prices.

This shift to digital and bulk buying is transforming how households stock up on one of the most essential items in their home. 

Sustainability in the UK Toilet Paper Market

Today’s consumers aren’t just looking for softness and strength in their toilet paper as sustainability has become a crucial factor in their purchasing decisions. According to latest reports,  

• Sainsbury’s cut 485 tones of plastic from its toilet paper range by switching to paper packaging.MarketResearch.com 

• The switch to recycled and bamboo materials is growing, supported by FSC certification. TechSci  

• Swift Paper now offers 100% recycled 3 ply rolls with fully biodegradable packaging, combining quality with environmental responsibility.  

With consumers increasingly prioritising eco-friendly options, it’s clear that sustainability isn’t just a trend, it’s the future of the UK toilet paper market.