Feb 26, 2025
IndexBox has just published a new report: EU - Toilet Paper, Napkins, Towels and Tissue Stock - Market Analysis, Forecast, Size, Trends And Insights.
Driven by increasing demand, the European Union's market for toilet paper, napkins, towels, and tissue stock is expected to grow at a CAGR of +0.5% from 2024 to 2035. This growth is forecast to bring the market volume to 13M tons and market value to $27.1B by the end of 2035.
Market Forecast
Driven by increasing demand for toilet paper, napkins, towels and tissue stock in the European Union, the market is expected to continue an upward consumption trend over the next decade. Market performance is forecast to retain its current trend pattern, expanding with an anticipated CAGR of +0.5% for the period from 2024 to 2035, which is projected to bring the market volume to 13M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +0.5% for the period from 2024 to 2035, which is projected to bring the market value to $27.1B (in nominal wholesale prices) by the end of 2035.
Consumption
European Union's Consumption of Toilet Paper, Napkins, Towels and Tissue Stock
Toilet, towel and tissue paper consumption rose notably to 13M tons in 2024, increasing by 14% on the year before. Over the period under review, consumption continues to indicate a relatively flat trend pattern. The volume of consumption peaked at 14M tons in 2019; however, from 2020 to 2024, consumption remained at a lower figure.
The value of the market for toilet paper, napkins, towels and tissue stock in the European Union expanded significantly to $25.7B in 2024, with an increase of 8.6% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). The market value increased at an average annual rate of +1.1% over the period from 2013 to 2024; the trend pattern remained relatively stable, with only minor fluctuations being recorded throughout the analyzed period. As a result, consumption attained the peak level of $27.5B. From 2023 to 2024, the growth of the market remained at a lower figure.
Consumption By Country
The countries with the highest volumes of consumption in 2024 were Italy (2.2M tons), Germany (2.1M tons) and Poland (1.5M tons), together comprising 45% of total consumption. France, Spain, the Netherlands, Sweden, Greece, Romania and Austria lagged somewhat behind, together comprising a further 39%.
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the main consuming countries, was attained by Greece (with a CAGR of +4.7%), while consumption for the other leaders experienced more modest paces of growth.
In value terms, Germany ($4.4B), Italy ($4.2B) and France ($3.1B) appeared to be the countries with the highest levels of market value in 2024, with a combined 45% share of the total market. Poland, Spain, the Netherlands, Sweden, Greece, Romania and Austria lagged somewhat behind, together accounting for a further 38%.
Poland, with a CAGR of +7.2%, saw the highest growth rate of market size in terms of the main consuming countries over the period under review, while market for the other leaders experienced more modest paces of growth.
The countries with the highest levels of toilet, towel and tissue paper per capita consumption in 2024 were the Netherlands (50 kg per person), Sweden (44 kg per person) and Greece (40 kg per person).
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the main consuming countries, was attained by Greece (with a CAGR of +5.2%), while consumption for the other leaders experienced more modest paces of growth.
Consumption By Type
The products with the highest volumes of consumption in 2024 were toilet or facial tissue stock, towel and similar paper (6.9M tons), toilet paper (3.7M tons) and paper hand towels (2M tons).
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the key consumed products, was attained by paper hand towels (with a CAGR of +1.7%), while consumption for the other products experienced mixed trends in the consumption figures.
In value terms, toilet or facial tissue stock, towel and similar paper ($13.6B), toilet paper ($7.6B) and paper hand towels ($4.5B) constituted the products with the highest levels of market value in 2024.
Paper hand towels, with a CAGR of +2.5%, saw the highest rates of growth with regard to market size in terms of the main consumed products over the period under review, while market for the other products experienced more modest paces of growth.
Production
European Union's Production of Toilet Paper, Napkins, Towels and Tissue Stock
Toilet, towel and tissue paper production rose notably to 13M tons in 2024, increasing by 12% against 2023. Over the period under review, production saw a relatively flat trend pattern. The volume of production peaked at 15M tons in 2019; however, from 2020 to 2024, production remained at a lower figure.
In value terms, toilet, towel and tissue paper production rose rapidly to $26.5B in 2024 estimated in export price. In general, production recorded a slight expansion. The most prominent rate of growth was recorded in 2022 with an increase of 20%. As a result, production reached the peak level of $28.7B. From 2023 to 2024, production growth remained at a lower figure.
Production By Country
The countries with the highest volumes of production in 2024 were Italy (2.7M tons), Germany (2M tons) and Poland (1.6M tons), with a combined 49% share of total production. France, Spain, the Netherlands, Sweden, Greece, Romania and Portugal lagged somewhat behind, together comprising a further 39%.
From 2013 to 2024, the most notable rate of growth in terms of production, amongst the main producing countries, was attained by Greece (with a CAGR of +5.4%), while production for the other leaders experienced more modest paces of growth.
Production By Type
The products with the highest volumes of production in 2024 were toilet or facial tissue stock, towel and similar paper (6.9M tons), toilet paper (3.8M tons) and paper hand towels (2.1M tons).
From 2013 to 2024, the most notable rate of growth in terms of production, amongst the key produced products, was attained by paper hand towels (with a CAGR of +1.0%), while production for the other products experienced mixed trends in the production figures.
In value terms, toilet or facial tissue stock, towel and similar paper ($13.6B), toilet paper ($7.8B) and paper hand towels ($5B) appeared to be the products with the highest levels of production in 2024.
Paper hand towels, with a CAGR of +2.0%, saw the highest growth rate of market size in terms of the main produced products over the period under review, while production for the other products experienced more modest paces of growth.
Imports
European Union's Imports of Toilet Paper, Napkins, Towels and Tissue Stock
Toilet, towel and tissue paper imports contracted notably to 2.4M tons in 2024, dropping by -21.3% against the previous year's figure. In general, imports recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2015 with an increase of 6.3% against the previous year. Over the period under review, imports attained the peak figure at 3.2M tons in 2020; however, from 2021 to 2024, imports remained at a lower figure.
In value terms, toilet, towel and tissue paper imports dropped markedly to $5.1B in 2024. Overall, imports, however, showed a relatively flat trend pattern. The most prominent rate of growth was recorded in 2022 when imports increased by 30% against the previous year. The level of import peaked at $6.9B in 2023, and then shrank notably in the following year.
Imports By Country
In 2024, Germany (400K tons), followed by France (266K tons), the Netherlands (215K tons), Poland (165K tons), the Czech Republic (162K tons), Spain (146K tons) and Belgium (113K tons) represented the main importers of toilet paper, napkins, towels and tissue stock, together comprising 61% of total imports. The following importers - Greece (103K tons), Austria (90K tons) and Ireland (83K tons) - together made up 12% of total imports.
From 2013 to 2024, the biggest increases were recorded for Greece (with a CAGR of +6.6%), while purchases for the other leaders experienced more modest paces of growth.
In value terms, Germany ($849M), France ($597M) and the Netherlands ($466M) were the countries with the highest levels of imports in 2024, with a combined 37% share of total imports. The Czech Republic, Spain, Poland, Belgium, Austria, Ireland and Greece lagged somewhat behind, together comprising a further 35%.
Greece, with a CAGR of +6.1%, saw the highest growth rate of the value of imports, among the main importing countries over the period under review, while purchases for the other leaders experienced more modest paces of growth.
Imports By Type
Toilet or facial tissue stock, towel and similar paper (826K tons) and paper hand towels (818K tons) represented roughly 69% of total imports in 2024. It was followed by toilet paper (742K tons), creating a 31% share of total imports.
From 2013 to 2024, the biggest increases were recorded for toilet paper (with a CAGR of -0.6%), while purchases for the other products experienced a decline in the imports figures.
In value terms, the largest types of imported toilet paper, napkins, towels and tissue stock were paper hand towels ($2B), toilet paper ($1.7B) and toilet or facial tissue stock, towel and similar paper ($1.4B).
Toilet paper, with a CAGR of +1.0%, saw the highest growth rate of the value of imports, among the main imported products over the period under review, while purchases for the other products experienced mixed trends in the imports figures.
Import Prices By Type
The import price in the European Union stood at $2,146 per ton in 2024, dropping by -5.7% against the previous year. Over the last eleven-year period, it increased at an average annual rate of +1.1%. The growth pace was the most rapid in 2022 an increase of 22%. Over the period under review, import prices hit record highs at $2,277 per ton in 2023, and then contracted in the following year.
Average prices varied somewhat amongst the major imported products. In 2024, the product with the highest price was paper hand towels ($2,476 per ton), while the price for toilet or facial tissue stock, towel and similar paper ($1,699 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by toilet paper (+1.6%), while the other products experienced more modest paces of growth.
Import Prices By Country
In 2024, the import price in the European Union amounted to $2,146 per ton, which is down by -5.7% against the previous year. Over the period from 2013 to 2024, it increased at an average annual rate of +1.1%. The pace of growth appeared the most rapid in 2022 when the import price increased by 22% against the previous year. The level of import peaked at $2,277 per ton in 2023, and then dropped in the following year.
Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Ireland ($2,717 per ton), while Greece ($1,588 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by the Czech Republic (+2.3%), while the other leaders experienced more modest paces of growth.
Exports
European Union's Exports of Toilet Paper, Napkins, Towels and Tissue Stock
In 2024, the amount of toilet paper, napkins, towels and tissue stock exported in the European Union contracted dramatically to 2.6M tons, which is down by -23.8% compared with 2023 figures. In general, exports recorded a mild downturn. The pace of growth appeared the most rapid in 2020 when exports increased by 4.4%. As a result, the exports reached the peak of 3.6M tons. From 2021 to 2024, the growth of the exports remained at a lower figure.
In value terms, toilet, towel and tissue paper exports fell sharply to $5.9B in 2024. Overall, exports recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 with an increase of 25% against the previous year. Over the period under review, the exports hit record highs at $7.9B in 2023, and then contracted dramatically in the following year.
Exports By Country
The biggest shipments were from Italy (556K tons), Germany (392K tons), Poland (267K tons), Spain (217K tons), France (216K tons), Sweden (182K tons) and Portugal (165K tons), together amounting to 75% of total export. The Netherlands (93K tons), Belgium (88K tons) and Greece (82K tons) followed a long way behind the leaders.
From 2013 to 2024, the most notable rate of growth in terms of shipments, amongst the leading exporting countries, was attained by Greece (with a CAGR of +12.6%), while the other leaders experienced more modest paces of growth.
In value terms, Italy ($1.1B), Germany ($1B) and Poland ($544M) appeared to be the countries with the highest levels of exports in 2024, together accounting for 46% of total exports. Sweden, France, Spain, Portugal, Belgium, the Netherlands and Greece lagged somewhat behind, together accounting for a further 41%.
Among the main exporting countries, Greece, with a CAGR of +13.0%, recorded the highest growth rate of the value of exports, over the period under review, while shipments for the other leaders experienced more modest paces of growth.
Exports By Type
Paper hand towels (970K tons) and toilet paper (847K tons) represented the largest types of toilet paper, napkins, towels and tissue stock in 2024, recording approx. 37% and 32% of total exports, respectively. It was followed by toilet or facial tissue stock, towel and similar paper (831K tons), mixing up a 31% share of total exports.
From 2013 to 2024, the biggest increases were recorded for toilet paper (with a CAGR of -1.4%), while shipments for the other products experienced a decline in the exports figures.
In value terms, the largest types of exported toilet paper, napkins, towels and tissue stock were paper hand towels ($2.5B), toilet paper ($1.9B) and toilet or facial tissue stock, towel and similar paper ($1.5B).
Toilet paper, with a CAGR of +0.3%, saw the highest rates of growth with regard to the value of exports, among the main exported products over the period under review, while shipments for the other products experienced mixed trends in the exports figures.
Export Prices By Type
The export price in the European Union stood at $2,215 per ton in 2024, dropping by -3.1% against the previous year. Over the period from 2013 to 2024, it increased at an average annual rate of +1.5%. The pace of growth was the most pronounced in 2022 when the export price increased by 22%. Over the period under review, the export prices hit record highs at $2,287 per ton in 2023, and then contracted modestly in the following year.
Average prices varied somewhat amongst the major exported products. In 2024, the product with the highest price was paper hand towels ($2,529 per ton), while the average price for exports of toilet or facial tissue stock, towel and similar paper ($1,764 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by paper hand towels (+1.8%), while the other products experienced more modest paces of growth.
Export Prices By Country
In 2024, the export price in the European Union amounted to $2,215 per ton, with a decrease of -3.1% against the previous year. Over the last eleven years, it increased at an average annual rate of +1.5%. The most prominent rate of growth was recorded in 2022 when the export price increased by 22%. The level of export peaked at $2,287 per ton in 2023, and then reduced slightly in the following year.
Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Belgium ($2,792 per ton), while Greece ($1,744 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Poland (+2.9%), while the other leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
