Household and sanitary paper in wide rolls or large sheets market in Europe

Earlier Report Observations

The European market for household and sanitary paper in wide rolls or large sheets began the period at 7.8 million tons in 2018. A growing consumer preference for eco-responsible products, such as unbleached and chemical-free options, started to influence market dynamics. By 2019, market volume edged down to 7.6 million tons as increased exports offset domestic production gains. The market then contracted to 6.9 million tons in 2020.

Recovery followed in 2021, with market size reaching 8.1 million tons. This growth was supported by industry consolidation through acquisitions by major players like WEPA and Kimberly-Clark, and by the expansion of online distribution channels that improved product accessibility. In 2022, the introduction of European regulations mandating higher recycled content and lower carbon emissions pushed manufacturers toward sustainable practices, stabilizing the market at 8.0 million tons. By 2023, the launch of premium and eco-friendly product lines, coupled with reinforced strategies from key companies, drove the market to 8.9 million tons.

In 2024, regulatory policies continued to favor recycled materials and compostable packaging, while demand for bamboo-based products grew. Investments in production modernization and product innovation aimed to meet regulatory and consumer demands for sustainable and high-quality hygiene paper.

Production household and sanitary paper in wide rolls or large sheets in Europe

In kind, 2017-2020, K t

Top producers of household and sanitary paper in wide rolls or large sheets, 2017-2020

World map of production of household and sanitary paper in wide rolls or large sheets, 2017-2020

Europe's production of household and sanitary paper in wide rolls or large sheets grew for two years before declining. In 2019, output reached its peak at 7 983 K t. However, by 2020, production had fallen to 7 092 K t, marking an 11.2% decrease from the previous year. The most significant growth occurred in 2018, with a 13.6% increase.

Annual dynamics of production in Europe in kind, 2017-2020, K t

In value, 2017-2020, B $ US

For the second year in a row, Europe's production of household and sanitary paper in wide rolls or large sheets declined in value terms. Output peaked in 2018 at 114.9 B $ US, with that year also seeing the largest increase of 24.1%. By 2020, production value had dropped to 85.5 B $ US, a 19.1% decrease from 2019. Overall, from 2017 to 2020, production fell by 7.7%, averaging an annual decline of 2.6%.

Annual dynamics of production in Europe in value, 2017-2020, B $ US

Exports household and sanitary paper in wide rolls or large sheets from Europe

Exports in kind, K t

Following two years of growth, Europe's exports of household and sanitary paper in wide rolls or large sheets declined. In 2019, exports hit a high of 1 351 K t, with that year also recording the largest increase of 56.4%. By 2020, exports had fallen to 994 K t, a 26.4% drop from the previous year. Despite this recent decline, exports grew by 29.8% overall from 2017 to 2020, averaging an annual increase of 9.1%.

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

From 2017 to 2020, the United States, Kazakhstan, and Switzerland were the top destinations for Europe's exports of household and sanitary paper in wide rolls or large sheets in volume terms. The United States accounted for 3.0% of exports, Kazakhstan for 1.2%, and Switzerland for 0.7%. Together, these three countries made up 4.9% of total export flows.

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

World map of product's exports from Europe in kind, 2017-2020

Exports in value, M $ US

Europe's exports of household and sanitary paper in wide rolls or large sheets in value terms showed a modest increase in 2020, reaching 1 664 M $ US, up 3.2% from the previous year. The highest value was recorded in 2018 at 1 804 M $ US, with that year also seeing the largest increase of 16.1%. In 2019, exports experienced the biggest decline of 10.6%. Overall, from 2017 to 2020, exports grew by 7.1%, averaging an annual rise of 2.3%.

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

Between 2017 and 2020, the United States, Switzerland, and Kazakhstan were the leading markets for Europe's exports of household and sanitary paper in wide rolls or large sheets in value terms. Collectively, these three countries accounted for 5.5% of total export value.

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

World map of product's exports from Europe in value, 2017-2020

Imports household and sanitary paper in wide rolls or large sheets to Europe

Imports in kind, K t

Europe's imports of household and sanitary paper in wide rolls or large sheets in volume terms dropped significantly in 2020 to 808 K t, a 17.2% decrease from the previous year. The lowest point was in 2018 at 741 K t, which also saw the largest decline of 37.8%. In 2019, imports rebounded with the biggest increase of 31.9%. Over the entire period from 2017 to 2020, imports fell by 32.1%, averaging an annual decline of 12.1%.

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

From 2017 to 2020, Europe's imports of household and sanitary paper in wide rolls or large sheets in volume terms were highly diversified. Turkey was the largest source, accounting for 10.2% of imports, followed by Indonesia at 5.7% and Egypt at 2.5%. Together, these three countries made up 18.4% of total import flows, with the remaining 81.6% spread across numerous smaller partners.

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

World map of product's imports to Europe in kind, 2017-2020

Imports in value, M $ US

For the second consecutive year, Europe's imports of household and sanitary paper in wide rolls or large sheets in value terms declined. In 2020, import value totaled 1 937 M $ US, down 2.6% from the previous year. The peak was in 2018 at 2 210 M $ US, with that year also recording the largest increase of 11.5%. In 2019, imports saw the biggest decline of 10.0%. Overall, from 2017 to 2020, imports decreased by 2.3%, averaging an annual drop of 0.8%.

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

Between 2017 and 2020, Europe's imports of household and sanitary paper in wide rolls or large sheets in value terms were balanced rather than concentrated. Turkey led with 9.0% of imports, followed by Indonesia at 4.5% and the United States at 2.1%. These three countries together represented 15.6% of total import flows, while the remaining 84.4% came from many other countries.

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

World map of product's imports to Europe in value, 2017-2020