Sanitary paper products market in the United States

Earlier Report Observations

The U.S. sanitary paper products market volume grew from 4.1 million tons in 2018 to nearly 5.0 million tons in 2020. This expansion was fueled by increased consumer awareness of personal hygiene and health, alongside population growth and urbanization, which drove steady demand. The entry of new players focusing on sustainable products added competition and innovation, while the COVID-19 pandemic in 2020 triggered a sharp spike in demand for hygiene-related items such as tissues and paper towels, pushing the market to its peak.

After reaching its high point, market volume eased to 4.8 million tons in 2021 and 4.5 million tons in 2022. Supply chain disruptions that emerged during the pandemic continued to affect production costs and material availability, while persistent price fluctuations for raw materials like pulp pressured manufacturers' margins and contributed to the moderated volumes. Concurrently, consumer preference shifted towards premium and eco-friendly products, supporting market value even as physical consumption adjusted.

Throughout the period, sustainability remained a central trend, with leading manufacturers like Georgia-Pacific relaunching recycled-fiber product lines to meet environmental concerns. The industry also saw growing emphasis on e-commerce, which reshaped distribution channels, and continued investment in advanced manufacturing technologies to improve product quality and reduce waste, all against a backdrop of ongoing raw material cost volatility.

Production sanitary paper products in the United States

In kind, 2017-2020, K t

Production of sanitary paper products in the United States has increased for the third consecutive year. In 2020, the United States produced 4 451 K t of sanitary paper products, marking a 4.2% rise compared to 2019. Over the period from 2017 to 2020, production grew by 21.7%, with a compound annual growth rate of 6.8%.

Annual dynamics of production in the United States in kind, 2017-2020, K t

In value, 2017-2020, M $ US

The value of sanitary paper products production in the United States has risen for the third year in a row. In 2020, output was valued at 13 991 M $ US, reflecting a modest increase of 3.6% over the previous year. From 2017 to 2020, production value increased by 22.2%, with a compound annual growth rate of 6.9%.

Annual dynamics of production in the United States in value, 2017-2020, M $ US

Exports sanitary paper products from the United States

Exports in kind, K t

After a two-year decline, the volume of sanitary paper products exports from the United States increased in 2020. The United States exported 527 K t of sanitary paper products, up by 1.4% year-over-year. The lowest volume was recorded in 2019 at 519 K t, which saw the largest decline of 3.2%.

Annual dynamics of product's exports from the United States in kind, 2017-2020, K t

From 2017 to 2020, Canada played a leading role in the United States' exports of sanitary paper products in kind, accounting for 74.0% of total flows, with the remainder distributed among other partners.

Structure of product's exports in kind by countries, 2017-2020

World map of product's exports from the United States in kind, 2017-2020

Exports in value, M $ US

In 2020, sanitary paper products exports from the United States totaled 1 655 M $ US, indicating a slight gain of 0.9% compared to the previous year. The minimum value was recorded in 2019 at 1 641 M $ US, while the maximum was in 2018 at 1 724 M $ US. The largest decline occurred in 2019 at 4.8%, and the largest increase was in 2018 at 2.6%.

Annual dynamics of product's exports from the United States in value, 2017-2020, M $ US

From 2017 to 2020, Canada was the principal market for sanitary paper products from the United States in value terms, accounting for 74.0% of total exports, while other destinations formed a less significant portion.

Structure of product's exports in value by countries, 2017-2020

World map of product's exports from the United States in value, 2017-2020

Imports sanitary paper products to the United States

Imports in kind, K t

The volume of sanitary paper products imports into the United States increased for the third consecutive year. In 2020, the United States imported 1 000 K t of sanitary paper products, which is 16.2% higher compared to 2019. Between 2017 and 2020, imports grew by 26.6%, equating to an annualized rate of 8.2%.

Annual dynamics of product's imports to the United States in kind, 2017-2020, K t

From 2017 to 2020, three principal markets—China, Canada, and Mexico—together accounted for 89.1% of total imports in kind of sanitary paper products to the United States.

Structure of product's imports in kind by countries, 2017-2020

World map of product's imports to the United States in kind, 2017-2020

Imports in value, M $ US

In 2020, sanitary paper products shipments to the United States from abroad were recorded at 2 955 M $ US, up by 11.8% compared to 2019. Over the period from 2017 to 2020, imports increased by 18.9%, with a compound annual growth rate of 5.9%. The largest decline was recorded in 2019 at 0.8%.

Annual dynamics of product's imports to the United States in value, 2017-2020, M $ US

From 2017 to 2020, the leading destinations for imports in value terms of sanitary paper products to the United States were Canada, with 41.0% of imports, China at 30.6%, and Mexico at 14.9%. Together, these three countries accounted for 86.4% of total flows.

Structure of product's imports in value by countries, 2017-2020

World map of product's imports to the United States in value, 2017-2020