The U.S. toilet paper market represents a formidable $17.97 billion industry in 2025 with steady 3.6% growth projections, dominated by manufacturing giants like Procter & Gamble, Kimberly-Clark, and Georgia-Pacific alongside specialized private label producers serving diverse B2B channels. This comprehensive landscape offers critical sourcing opportunities for retailers, distributors, wholesalers, and private label brand owners seeking reliable manufacturing partnerships across premium branded products and cost-effective private label alternatives in an increasingly sustainability-focused market.
The USA Toilet Paper Market:
The USA toilet paper market stands as a formidable $17.97 billion industry in 2025, with projections indicating steady growth at a 3.6% CAGR through 2034. This robust market maintains a delicate balance between established branded products from industry giants and an expanding universe of private label offerings that allow retailers to capture higher margins while meeting diverse consumer price points. The market’s resilience stems from its essential nature, with the average American consuming approximately 57 sheets daily, creating consistent demand across all economic cycles.
B2B sourcing dynamics reveal distinct channel requirements that savvy manufacturers must address. Retail chains demand sophisticated supply arrangements that blend premium branded options with reliable private label alternatives, enabling them to serve both brand-loyal consumers and price-conscious shoppers effectively. Meanwhile, the commercial and Away-From-Home (AFH) sectors—encompassing hospitality, healthcare facilities, and corporate offices—prioritize durability and cost-effectiveness in their bulk purchasing decisions, often requiring specialized roll sizes and dispensing systems. The sustainability shift has become a defining characteristic of modern procurement, with growing corporate and consumer demand for products featuring Forest Stewardship Council (FSC) certification and high-recycled content, as manufacturers increasingly focus on biodegradable materials like bamboo and recycled fibers to meet environmental expectations.
Leading Toilet Paper Manufacturers in the USA
1. Procter & Gamble (P&G)
Overview: Founded in 1837 by candlemaker William Procter and soapmaker James Gamble, P&G stands as the world’s largest toilet paper manufacturer, commanding global market leadership through innovative production capabilities and extensive distribution networks. The Cincinnati-based giant operates manufacturing facilities around the clock—running 24/7 operations to meet surging demand—and maintains a presence across more than 80 countries worldwide. During peak demand periods, such as the COVID-19 pandemic, P&G demonstrated remarkable supply chain agility by ramping up production lines to address the 845% spike in toilet paper sales that occurred in March 2020.
Key Brands: P&G’s tissue portfolio centers on Charmin, acquired in 1957, which became a household name through the iconic “Please don’t squeeze the Charmin” campaign that positioned softness as a premium attribute. The company offers multiple product tiers including Charmin Ultra Soft and utilizes advanced Through Air Drying (TAD) Technology to produce ultra-premium products with enhanced absorbency and bulk properties.
B2B Focus: P&G Professional serves as the company’s away-from-home division, targeting food service, building maintenance, hospitality, and convenience store industries. This B2B arm leverages P&G’s manufacturing scale and brand recognition to provide bulk supply arrangements and customized solutions for institutional buyers.
2. Kimberly-Clark
Overview: Established in 1872 in Neenah, Wisconsin, Kimberly-Clark has evolved into a $20 billion global hygiene and health company, operating manufacturing facilities across 35 countries with a particular stronghold in North American tissue production. The company’s tissue segment generates approximately $5.2 billion in annual revenue, positioning it as P&G’s primary competitor in the premium toilet paper market. With manufacturing plants strategically located throughout the United States, including facilities in Alabama, Georgia, and Washington, Kimberly-Clark maintains robust production capacity to serve both consumer and commercial markets efficiently.
Key Brands: Cottonelle leads the premium segment with CleaningRipples texture technology, while Scott serves value-conscious consumers with quality 1-ply and 2-ply options. The company also offers ultra-soft variants and flushable wipes.
B2B Focus: Kimberly-Clark Professional serves healthcare facilities, educational institutions, offices, and manufacturing sites with away-from-home products. The division also provides private label manufacturing and custom packaging services to distributors and retailers.
3. Georgia-Pacific
Overview: Founded in 1927 as a wholesale lumber company in Augusta, Georgia, Georgia-Pacific has transformed into one of the world’s leading tissue manufacturers, reaching approximately 65% of American households through its diverse product portfolio. Now headquartered in Atlanta and operating as a wholly-owned subsidiary of Koch Industries since 2005, the company employs around 30,000 people across more than 150 locations throughout North and South America. Georgia-Pacific’s Consumer Products Group alone spans over 70 locations with 12,000 employees, positioning it among the world’s top makers of retail and commercial tissue products including paper towels, bath tissue, napkins, and facial tissue.youtubeepa+1
Key Brands: Georgia-Pacific’s consumer portfolio features household staples including Quilted Northern and Angel Soft bath tissue, Brawny paper towels, and Dixie cups and plates, competing across premium and value segments. The company also produces container board for shipping applications and maintains a significant private label presence.highperformryoutube
B2B Focus: GP Professional serves commercial markets through brands like enMotion, Compact, Pacific Blue, and Angel Soft Professional Series across food service, healthcare, hospitality, and office sectors. The division offers sustainable distribution and sourcing practices aligned with Georgia-Pacific’s SmartWay Transport Partnership commitment.company-histories+1
4. Clearwater Paper
Overview: Created in 2008 through a strategic spin-off from Potlatch Corporation, Clearwater Paper emerged as America’s largest supplier of private label toilet paper to grocery chains, operating manufacturing facilities that run 24 hours a day, 365 days a year to maximize output efficiency. The Spokane, Washington-based company transformed the industry landscape by focusing exclusively on private label production, enabling retailers to offer competitive alternatives to national brands while maintaining higher profit margins. However, in a significant strategic pivot, Clearwater Paper sold its entire consumer tissue division to Italian company Sofidel Group for $1.06 billion in 2024, marking the end of its role as a major toilet paper manufacturer as it repositions itself as a premier paperboard packaging supplier.youtube
Key Products: Prior to the 2024 divestiture, Clearwater Paper produced through-air-dried (TAD) paper towels, napkins, bathroom tissue, and facial tissues using specialized TAD technology. The Lewiston, Idaho facility produced 230 tons of tissue daily, processing over 1,750 cases hourly through 7 miles of conveyor belts.
B2B Focus: Clearwater Paper’s tissue division exclusively served private label retailers, including grocery stores, clubs, mass merchants, and discount retailers, focusing entirely on the private label segment to help partners achieve higher margins while offering consumers lower-priced alternatives to national brands.
5. First Quality Enterprises
Overview: Founded in 1989 in Great Neck, New York, First Quality Enterprises has grown from a single-focus healthcare manufacturer into a $1.2 billion diversified personal care company operating across six manufacturing locations with over 13 million square feet of production and warehousing space. The family-owned business began by manufacturing adult incontinence products at its first facility in McElhattan, Pennsylvania, and has since expanded into a comprehensive manufacturer of hygiene products, paper, and packaging solutions serving healthcare, retail, and commercial channels across North America. With approximately 4,000 employees, First Quality has established itself as a significant player in the disposable hygiene market while maintaining its founding commitment to innovation and quality.
Key Products: First Quality’s portfolio includes adult incontinence products, infant hygiene items like Cuties diapers, feminine hygiene products, household paper products, and flexible packaging solutions. The company produces proprietary brands such as Earth + Eden Sensitive diapers, emphasizing eco-conscious design and sustainable innovation, with manufacturing facilities utilizing advanced equipment and quality control systems certified to industry standards.
B2B Focus: First Quality operates as both a private label manufacturer and OEM partner for retail chains, developing high-quality store-brand products through sophisticated design and production capabilities. The company’s healthcare division leverages over 35 years of expertise to serve skilled nursing facilities and home care markets with specialized products and caregiver support services, providing an all-in-one healthcare hub with exclusive tools and clinical content for professional customers.
6. Cascades Tissue Group
Overview: Headquartered in Canada, Cascades is a dominant force in the North American tissue market and a leader in sustainable manufacturing. The company is renowned for its pioneering work in using recycled fibers and has a significant manufacturing and operational presence across the United States.
Key Products: Cascades produces a wide array of products for both consumer (at-home) and commercial (away-from-home) markets under brands like Cascades Fluff & Tuff® and Cascades Pro®. They are a champion of eco-friendly products.
B2B Focus: As both a brand owner and a major USA toilet paper manufacturer of recycled paper products, Cascades is a top choice for businesses prioritizing sustainability. Their Cascades Pro® division is dedicated to providing hygiene solutions for commercial and industrial clients, making them one of the leading bulk toilet paper suppliers USA for green-conscious businesses.
7. Irving Consumer Products
Overview: A subsidiary of the large Canadian conglomerate J.D. Irving, Limited, Irving Consumer Products is a major player in the North American tissue industry. They operate modern and efficient manufacturing facilities in both Canada and the United States, including a significant plant in Macon, Georgia.
Key Products: While they produce some of their own brands, Irving’s primary strength lies in its role as a massive producer of private label tissue products for many of North America’s largest retailers.
B2B Focus: Irving is a go-to partner for major supermarket chains, big-box stores, and drugstores looking for high-quality private label tissue. Their scale, efficiency, and logistical expertise make them a formidable force in the store-brand segment, capable of handling high-volume, custom orders for retail giants.
8. Kruger Products
Overview: Kruger Products is another Canadian-based leader with a strong and growing presence in the U.S. market. The company has invested heavily in its U.S. operations, including a state-of-the-art facility in Memphis, Tennessee, to serve both consumer and commercial customers.
Key Brands: In the U.S., Kruger is known for the White Cloud® brand, a popular name in the consumer retail space. They also have a robust Away-From-Home division.
B2B Focus: Kruger offers a versatile partnership model. They supply the well-known White Cloud® brand to retailers, operate a significant private label manufacturing business, and serve commercial clients through their Kruger Professional line. This balanced approach makes them a flexible USA toilet paper manufacturer for diverse B2B needs.
9. Marcal Paper
Overview: With a history stretching back to the 1930s, Marcal Paper is a long-standing American manufacturer based in New Jersey. The company has built its entire brand identity around environmental responsibility and is a specialist in producing paper products from 100% recycled materials.
Key Products: Marcal produces a full range of bath tissue, paper towels, and napkins for both consumer and commercial use, all distinguished by their recycled content. Their tagline often emphasizes “paper from paper, not from trees.”
B2B Focus: Marcal is an ideal supplier for businesses and government agencies with strong environmental mandates. While not as large as the industry giants, they are a respected bulk toilet paper supplier in USA for buyers specifically seeking a “Made in USA,” 100% recycled product with a long-standing reputation for sustainability.
10. A Global Alternative: Sourcing High-Value OEM & Private Label Toilet Paper
As a leading China-based manufacturer specializing in premium paper products for global markets, Top Source Paper brings over two decades of expertise serving US-based clients, from emerging private label brands to established retail chains seeking competitive manufacturing solutions. Our strategic focus on the North American market has enabled us to understand the unique quality standards, regulatory requirements, and consumer preferences that define success in this demanding tissue sector.
Top Source Hygiene – Your Strategic Partner for the North American Market
Core Strengths for B2B Buyers:
- Expertise in OEM & Private Label: We partner in brand development with complete customization capabilities including 1-4 ply counts, proprietary embossing patterns, specialized perforation options, and bespoke packaging design aligned with your brand identity.
- Competitive Cost Structure: Our advanced production efficiencies, including Through Air Drying (TAD) technology and automated converting lines, deliver premium-quality products at price points that enhance profit margins by 15-25% versus domestic alternatives.
- Uncompromising Quality Control: Our ISO 9001:2015 certified facilities maintain rigorous quality protocols with dedicated teams ensuring every shipment meets US market standards for softness, absorbency, and tensile strength.
- Seamless Export & Logistics: Our logistics division manages comprehensive export processes including FDA compliance, customs clearance, and reliable container scheduling to major North American ports, maintaining 98% on-time delivery rates.
How to Choose the Right Toilet Paper Supplier
Selecting the optimal supplier requires systematic evaluation across multiple critical dimensions that directly impact your business success and customer satisfaction. The supplier assessment process demands careful analysis of operational capabilities, quality standards, and strategic alignment with your market positioning.
Key Evaluation Criteria:
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Assess Production Capacity & Range: Verify supplier capacity for projected volumes and consistent quality during peak demand periods. Evaluate product portfolio including ply variations, roll sizes, and specialized options like embossed or perforated sheets.
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Evaluate OEM/Private Label Capabilities: Review customization processes, minimum order quantities, design support, and packaging options. Assess their ability to develop proprietary formulations for brand differentiation.
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Analyze Pricing & Logistics: Obtain comprehensive quotations including all costs, shipping terms, and payment structures. Consider total landed costs including duties and distribution expenses.
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Verify Certifications & Compliance: Confirm relevant certifications like FSC approval and chlorine-free processing standards for US market entry. Evaluate environmental credentials including recycled content and sustainable manufacturing processes.
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Supply Chain Reliability: Examine delivery performance, inventory management, and contingency planning. Assess geographic distribution network and ability to maintain product integrity throughout logistics.
Conclusion: Build Your Optimal Sourcing Strategy
The American toilet paper manufacturing landscape presents two distinct pathways for B2B success: established domestic giants excel at supplying proven branded products, while specialized OEM partners offer superior advantages for private label development and cost optimization strategies. Understanding this fundamental distinction enables informed sourcing decisions that align manufacturing capabilities with specific business objectives and market positioning requirements.
Choosing the right manufacturing partner determines your competitive positioning and profit potential in the dynamic tissue market. If your goal involves launching a private label brand with exceptional quality standards and sustainable competitive advantages, our experienced team stands ready to transform your vision into market-ready products that exceed consumer expectations while optimizing your operational efficiency.
