Industry Statistics and Trends
Market size and recent performance (2015-2030)
Industry revenue has grown at a CAGR of 2.5 % over the past five years, to reach an estimated $4.0bn in 2025.
Trends and Insights
Major capital investments strengthened domestic production capacity and industry competitiveness
- According to Kruger Products (June 9, 2025), the company completed a CAD 377.5 million expansion in Sherbrooke, adding 60,000 tonnes of tissue capacity annually. This expansion more than doubles Sherbrooke’s capacity to 130,000 tonnes, enabling Canada to meet domestic demand more effectively and reduce import reliance, while also positioning Kruger to gain a stronger foothold in North American premium tissue markets.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2025-2030)
Market size is projected to grow over the next five years.
Trends and Insights
Demographic and societal trends will expand demand for hygiene and incontinence products
- Statistics Canada projects that Canada’s aging population will reach over 9.5 million seniors by 2030, driving increased demand for adult incontinence products. This demographic shift compels sanitary paper producers to expand product lines beyond traditional tissue, reshaping capacity allocation and prompting investments in R&D and marketing to capture this fast-growing segment of the hygiene market over the next five years.
Biggest companies in the Sanitary Paper Product Manufacturing in Canada
| Company | Market Share (%)
2025 | Revenue ($m)
2025 | Profit ($m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
Kruger Products LP | 828.1 | 40.1 | 4.8 | |
Cascades | 737.2 | 15.8 | 2.1 | |
Essity AB | 223.5 | 31.2 | 14.0 |
To view the market share and analysis for all 3 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Personal hygiene absorbent products, Household and sanitary paper products and Disposable paper tableware. Personal hygiene absorbent products is the largest segment of the Sanitary Paper Product Manufacturing in Canada.
Trends and Insights
Strong retail loyalty and product innovation drive stable revenue from personal hygiene absorbent products
- Personal hygiene absorbent products include baby diapers, adult incontinence pads and feminine hygiene pads. This product class delivers the largest revenue contribution to the industry, driven by strong demand in both retail and healthcare channels. Sustained consumer reliance, aging demographics and private label expansion have entrenched these products as essential household staples.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
This industry converts sanitary paper stock or wadding, as well as pulp and paper, into sanitary paper products such as facial tissues and handkerchiefs, table napkins, towels, toilet paper, disposable diapers and tampons. Some operators may manufacture their own sanitary paper while others purchase it from mills. Final industry products are sold to wholesalers for distribution, straight to retailers or directly to large companies.
What's included in this industry?
Products and services covered in the Sanitary Paper Product Manufacturing industry in Canada include Personal hygiene absorbent products, Household and sanitary paper products, Disposable paper tableware and Other sanitary paper products (raw materials).Companies
Companies covered in the Sanitary Paper Product Manufacturing industry in Canada include Kruger Products LP, Cascades and Essity AB.Purchase this report to view all 3 major companies in this industry.
Related Terms
Related terms covered in the Sanitary Paper Product Manufacturing industry in Canada include vertical integration, toxic shock syndrome and pulp.Industry Code
NAICS 322291 - Sanitary Paper Product Manufacturing in Canada
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Retail demand for personal hygiene absorbent products remains the most significant driver of industry revenue. Distributors in grocery and big-box channels secure stable end-...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2015-2024) and forecast (2025-2030)
- Employees, including historical (2015-2024) and forecast (2025-2030)
- Businesses, including historical (2015-2024) and forecast (2025-2030)
- Profit, including historical (2015-2025)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Personal hygiene absorbent products, such as feminine hygiene pads and incontinence briefs, comprise nearly half of the total output. Their prominence reinforces the industry...
In this chapter
- Products & Services
- Major Markets
- International Trade
Key metrics
- Largest market segment and value in 2025
- Product innovation level
- Total imports, level and trend
- Total exports, level and trend
- Trade Balance
Charts
- Products & services segmentation in 2025
- Major market segmentation in 2025
- International trade, including imports by country and exports by country
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
- Recent trends in import and export volumes, country of origin or destination, and expected future trends
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
A high share of manufacturing facilities in Quebec provides efficient access to francophone retail channels and strategic US export routes. This regional focus reduces logist...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each province
- Share of population compared to establishments in each region in 2025
Tables
- Number and share of establishments in each province in 2025
- Number and share of revenue each province accounts for in 2025
- Number and share of wages each province accounts for in 2025
- Number and share of employees in each province in 2025
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Significant capital investments in automated production lines and required distribution agreements form a robust barrier to new manufacturing entrants. These dynamics assure ...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2020-2025
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Cascades is one of the industry’s largest manufacturers. It has maintained its market share through vertical integration and the production of name-brand goods.
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2021 through 2025
- Major companies in the industry, including market share, revenue, profit and profit margin in 2025
- Overview of Kruger Products LP's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of Cascades's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of Essity AB's performance by revenue, market share and profit margin from 2019 through 2025
Detailed analysis
- Description and key data for Kruger Products LP, and factors influencing its performance in the industry
- Description and key data for Cascades, and factors influencing its performance in the industry
- Description and key data for Essity AB, and factors influencing its performance in the industry
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Federal stewardship rules on single-use paper products have tightened, compelling manufacturers to increase recycled content and adopt sustainable packaging. Compliance with ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2015-2030)
- Assistance historical data and forecast (2015-2030)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Fluctuating pulp costs comprise the largest component of industry purchases, amplifying input price risk. Efficient supply chain management and diversified sourcing are incre...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2018-2023)
- Coverage Ratios (2018-2023)
- Leverage Ratios (2018-2023)
- Operating Ratios (2018-2023)
- Assets (2018-2023)
- Liabilities (2018-2023)
- Cash Flow & Debt Service Ratios (2015-2030)
- Revenue per Employee (2015-2030)
- Revenue per Enterprise (2015-2030)
- Employees per Establishment (2015-2030)
- Employees per Enterprise (2015-2030)
- Average Wage (2015-2030)
- Wages/Revenue (2015-2030)
- Establishments per Enterprise (2015-2030)
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Sanitary Paper Product Manufacturing industry in Canada in 2025?
The market size of the Sanitary Paper Product Manufacturing industry in Canada is $4.0bn in 2025.
How many businesses are there in the Sanitary Paper Product Manufacturing industry in Canada in 2025?
There are 17 businesses in the Sanitary Paper Product Manufacturing industry in Canada, which has grown at a CAGR of 1.2 % between 2020 and 2025.
How may import tariffs affect the Sanitary Paper Product Manufacturing industry in Canada?
The Sanitary Paper Product Manufacturing industry in Canada is likely to be impacted by import tariffs with imports accounting for a moderate share of industry revenue.
How may export tariffs affect the Sanitary Paper Product Manufacturing industry in Canada?
The Sanitary Paper Product Manufacturing industry in Canada is likely to be significantly impacted by export tariffs with exports accounting for a high share of industry revenue.
Has the Sanitary Paper Product Manufacturing industry in Canada grown or declined over the past 5 years?
The market size of the Sanitary Paper Product Manufacturing industry in Canada has been growing at a CAGR of 2.5 % between 2020 and 2025.
What is the forecast growth of the Sanitary Paper Product Manufacturing industry in Canada over the next 5 years?
Over the next five years, the Sanitary Paper Product Manufacturing industry in Canada is expected to grow.
What are the biggest companies in the Sanitary Paper Product Manufacturing industry in Canada?
The biggest companies operating in the Sanitary Paper Product Manufacturing industry in Canada are Kruger Products LP, Cascades and Essity AB
What does the Sanitary Paper Product Manufacturing industry in Canada include?
Personal hygiene absorbent products and Household and sanitary paper products are part of the Sanitary Paper Product Manufacturing industry in Canada.
Which companies have the highest market share in the Sanitary Paper Product Manufacturing industry in Canada?
The company holding the most market share in the Sanitary Paper Product Manufacturing industry in Canada is Kruger Products LP.
How competitive is the Sanitary Paper Product Manufacturing industry in Canada?
The level of competition is moderate and steady in the Sanitary Paper Product Manufacturing industry in Canada.
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Canada include:
- Statistics Canada
- Industry Canada
- Canadian Business Patterns
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
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