The following is data for "tissue paper products ", which include:
- toilet paper
- handkerchiefs & facials
- paper towels
Per capita consumption of tissue (2007):
Approximately two-thirds of US tissue consumption is in the consumer
sector, or At-Home, while the rest (32%) is in the AfH (Away-from-Home) sector.
AfH tissue can be found
in commercial and industrial settings such as office and government
buildings, hotels, schools, airports, hospitals and highway rest stops
-- anywhere restroom and kitchen facilities are not in a private home.
However, the popularity and availability of club stores, hypermarkets
and some office supply chains have made it increasingly difficult to
classify tissue sales as At-Home or AfH.
The North American tissue market is comprised of:
The US remains the largest single market because of its continued
growth in the per capita consumption. It takes the worldwide lead at
close to 24 kg, followed by Canada at 22 kg.
It should be noted that US per capita consumption of tissue continues
to be much higher than western European consumption (slightly less
than 16 kg), as it has for at least the last 20 years.
Both cultural and market differences between the US and western
Europe contribute to this trend, including: the more advanced away
from home (AfH) tissue sector in the US; the generally positive
attitude towards consuming and shopping; the wider variety of tissue
goods available; strong promotion of brands; and demographic/housing
differences benefiting US tissue consumption over that of western
From the European Tissue Symposium (they credit RISI for the data):
I could not find a breakdown of the European tissue market, so I cannot say how much of that is toilet paper.