Mar 5, 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 rising demand, the European Union market for toilet paper, napkins, towels, and tissue stock is projected to see steady growth in both volume and value over the next decade. With a forecasted CAGR of +0.5% from 2024 to 2035, the market is expected to reach 13M tons in volume and $27.1B in value 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
In 2024, approx. 13M tons of toilet paper, napkins, towels and tissue stock were consumed in the European Union; picking up by 14% compared with 2023 figures. Overall, consumption saw 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 amounted to $25.7B in 2024, growing by 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 somewhat noticeable fluctuations in certain years. 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 (2.1M tons), Germany (2.1M tons) and Poland (1.5M tons), with a combined 45% share of total consumption. France, Spain, the Netherlands, Sweden, Greece, Romania and Austria lagged somewhat behind, together accounting for a further 40%.
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the leading 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 ($4.1B) and France ($3.1B) constituted the countries with the highest levels of market value in 2024, together accounting for 45% 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 +7.1%, saw the highest rates of growth with regard to 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 (52 kg per person), Sweden (43 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 leading consuming countries, was attained by Greece (with a CAGR of +5.1%), 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), together comprising 99.9% of the total volume.
From 2013 to 2024, the most notable rate of growth in terms of consumption, amongst the leading consumed products, was attained by paper hand towels (with a CAGR of +1.6%), while consumption for the other products experienced mixed trends in the consumption figures.
In value terms, the largest types of toilet paper, napkins, towels and tissue stock in terms of market size were toilet or facial tissue stock, towel and similar paper ($13.6B), toilet paper ($7.6B) and paper hand towels ($4.5B).
Paper hand towels, with a CAGR of +2.5%, saw the highest growth rate of 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
In 2024, approx. 13M tons of toilet paper, napkins, towels and tissue stock were produced in the European Union; with an increase of 12% against 2023 figures. Overall, production showed a relatively flat trend pattern. The volume of production peaked at 15M tons in 2019; however, from 2020 to 2024, production stood at a somewhat lower figure.
In value terms, toilet, towel and tissue paper production expanded rapidly to $26.5B in 2024 estimated in export price. In general, production saw a mild expansion. The most prominent rate of growth was recorded in 2022 when the production volume increased by 20%. As a result, production reached the peak level of $28.7B. From 2023 to 2024, production growth failed to regain momentum.
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), together accounting for 49% 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 biggest increases were recorded for 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 main 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, the largest types of toilet paper, napkins, towels and tissue stock in terms of market size were toilet or facial tissue stock, towel and similar paper ($13.6B), toilet paper ($7.8B) and paper hand towels ($5B).
In terms of the main produced products, paper hand towels, with a CAGR of +2.0%, recorded the highest rates of growth with regard to market size 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 to 2.7M tons in 2024, with a decrease of -11% compared with the previous year's figure. In general, imports, however, recorded a relatively flat trend pattern. The pace of growth appeared the most rapid in 2015 when imports increased by 6.3% against the previous year. Over the period under review, imports reached the peak figure at 3.2M tons in 2020; however, from 2021 to 2024, imports failed to regain momentum.
In value terms, toilet, towel and tissue paper imports declined notably to $5.8B in 2024. The total import value increased at an average annual rate of +1.5% from 2013 to 2024; the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. The most prominent rate of growth was recorded in 2022 when imports increased by 30%. The level of import peaked at $6.9B in 2023, and then contracted remarkably in the following year.
Imports By Country
In 2024, Germany (454K tons), followed by France (302K tons), the Netherlands (252K tons), Poland (191K tons), the Czech Republic (178K tons), Spain (160K tons) and Belgium (130K tons) were the main importers of toilet paper, napkins, towels and tissue stock, together making up 62% of total imports. Greece (111K tons), Austria (103K tons) and Ireland (92K tons) followed a long way behind the leaders.
From 2013 to 2024, the most notable rate of growth in terms of purchases, amongst the key importing countries, was attained by Greece (with a CAGR of +7.3%), while imports for the other leaders experienced more modest paces of growth.
In value terms, Germany ($961M), France ($678M) and the Netherlands ($545M) were the countries with the highest levels of imports in 2024, with a combined 38% share of total imports. The Czech Republic, Spain, Poland, Belgium, Austria, Ireland and Greece lagged somewhat behind, together comprising a further 35%.
In terms of the main importing countries, Greece, with a CAGR of +6.8%, recorded the highest growth rate of the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.
Imports By Type
In 2024, toilet or facial tissue stock, towel and similar paper (931K tons) and paper hand towels (926K tons) were the main types of toilet paper, napkins, towels and tissue stock in the European Union, together achieving 69% of total imports. It was followed by toilet paper (843K tons), comprising a 31% share of total imports.
From 2013 to 2024, the biggest increases were recorded for toilet paper (with a CAGR of +0.5%), while purchases for the other products experienced more modest paces of growth.
In value terms, the largest types of imported toilet paper, napkins, towels and tissue stock were paper hand towels ($2.3B), toilet paper ($1.9B) and toilet or facial tissue stock, towel and similar paper ($1.6B).
Among the main imported products, toilet paper, with a CAGR of +2.1%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other products experienced more modest paces of growth.
Import Prices By Type
The import price in the European Union stood at $2,144 per ton in 2024, falling by -5.8% against the previous year. Over the period from 2013 to 2024, it increased at an average annual rate of +1.1%. The most prominent rate of growth was recorded 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 fell 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 ($2,480 per ton), while the price for toilet or facial tissue stock, towel and similar paper ($1,696 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 (+1.5%), while the other products experienced more modest paces of growth.
Import Prices By Country
The import price in the European Union stood at $2,144 per ton in 2024, waning by -5.8% 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 fell in the following year.
Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Ireland ($2,709 per ton), while Greece ($1,593 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
Toilet, towel and tissue paper exports contracted to 3M tons in 2024, falling by -14.6% on the previous year. Over the period under review, exports recorded a relatively flat trend pattern. The most prominent rate of growth was recorded in 2020 with an increase of 4.4% against the previous year. As a result, the exports attained the peak of 3.6M tons. From 2021 to 2024, the growth of the exports remained at a somewhat lower figure.
In value terms, toilet, towel and tissue paper exports reduced sharply to $6.6B in 2024. Overall, exports, however, recorded a relatively flat trend pattern. The pace of growth appeared the most rapid in 2022 with an increase of 25%. The level of export peaked at $7.9B in 2023, and then declined remarkably in the following year.
Exports By Country
In 2024, Italy (630K tons), Germany (434K tons), Poland (306K tons), France (247K tons), Spain (237K tons), Sweden (204K tons) and Portugal (180K tons) was the main exporter of toilet paper, napkins, towels and tissue stock in the European Union, achieving 75% of total export. The following exporters - the Netherlands (100K tons), Belgium (99K tons) and Greece (90K tons) - each reached a 9.7% share of total exports.
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 +13.6%), while the other leaders experienced more modest paces of growth.
In value terms, Italy ($1.2B), Germany ($1.2B) and Poland ($622M) appeared to be the countries with the highest levels of exports in 2024, with a combined 46% share of total exports. France, Sweden, Spain, Portugal, Belgium, the Netherlands and Greece lagged somewhat behind, together comprising a further 40%.
Among the main exporting countries, Greece, with a CAGR of +14.0%, recorded the highest rates of growth with regard to 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 (1.1M tons) and toilet paper (0.9M tons) represented roughly 69% of total exports in 2024. It was followed by toilet or facial tissue stock, towel and similar paper (929K 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 -0.4%), while shipments for the other products experienced a decline in the exports figures.
In value terms, paper hand towels ($2.7B), toilet paper ($2.2B) and toilet or facial tissue stock, towel and similar paper ($1.6B) were the products with the highest levels of exports in 2024.
In terms of the main exported products, toilet paper, with a CAGR of +1.3%, recorded the highest growth rate of the value of exports, 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 $2,211 per ton in 2024, dropping by -3.3% against the previous year. Over the period from 2013 to 2024, 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 shrank 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 ($2,523 per ton), while the average price for exports of toilet or facial tissue stock, towel and similar paper ($1,766 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
The export price in the European Union stood at $2,211 per ton in 2024, falling by -3.3% 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%. Over the period under review, the export prices attained the maximum at $2,287 per ton in 2023, and then fell in the following year.
Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Belgium ($2,769 per ton), while Greece ($1,739 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Poland (+2.8%), while the other leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
