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

Earlier Report Observations

The market for household and sanitary paper in wide rolls and sheets in Southern Europe was characterized by the strong presence of local brands like Renova, which focused on innovation and offered a diversified range of products for both domestic and industrial use. Despite this established landscape, the market size declined from 4 865 million USD in 2018 to 4 660 million USD in 2019, and then fell sharply to 2 914 million USD in 2020.

A robust recovery followed in 2021, with the market expanding to 4 637 million USD. This growth was driven by the entry of new players into the Portuguese market and the launch of efficiency-oriented product lines, such as zig-zag paper towels and auto-cut systems, which helped stimulate demand. Additionally, the adoption of recyclable packaging and stronger environmental regulations encouraged sustainable production practices.

In 2022, the market consolidated around technological innovation and sustainability, with an increased offering of customized products for specific segments like hospitality and events. Although the market size dipped slightly to 4 354 million USD that year, the expansion of online distribution supported market accessibility. By 2023, the market reached 5 095 million USD, reflecting a 17% increase from the previous year.

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

Southern Europe's production of household and sanitary paper in wide rolls or large sheets declined after two years of growth. In 2019, output reached its peak at 2 673 K t, but then fell by 26.8% in 2020 to 1 956 K t. Over the 2017-2020 period, production increased by 10.9%, with an average annual growth rate of 3.5%. The most significant increase occurred in 2018, when production jumped by 45.8%.

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

In value, 2017-2020, M $ US

For the second year in a row, Southern Europe's production of household and sanitary paper in wide rolls or large sheets declined in value terms. In 2020, output was valued at 2 520 M $ US, down 6.5% from the previous year. Over the 2017-2020 period, production value increased by 13.1%, with an average annual growth rate of 4.2%. The highest value was recorded in 2018 at 3 604 M $ US. That same year saw the largest increase of 61.8%, while 2019 experienced the steepest decline of 25.2%.

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

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

Exports in kind, K t

After two years of growth, Southern Europe's exports of household and sanitary paper in wide rolls or large sheets declined in volume. In 2019, exports peaked at 645.4 K t, but then fell by 10.0% in 2020 to 581.0 K t. Between 2017 and 2020, export volumes increased by 33%, with an average annual growth rate of 10.0%. The largest increase occurred in 2019, when exports rose by 31.2%.

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

From 2017 to 2020, Southern Europe's exports of household and sanitary paper in wide rolls or large sheets were distributed across numerous partner countries. The top three destinations—the United Kingdom (12.2% of export volume), France (12.2%), and Germany (10.1%)—together accounted for just 34.5% of total exports, indicating a highly diversified market.

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

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

Exports in value, M $ US

In 2020, Southern Europe's exports of household and sanitary paper in wide rolls or large sheets were valued at 748.2 M $ US, representing a 15.0% increase from the previous year. Between 2017 and 2020, export value grew by 35.6%, with an average annual rate of 10.7%. The largest increase of 24.9% occurred in 2018, while 2019 saw a decline of 5.6%.

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

During the 2017-2020 period, Southern Europe's exports of household and sanitary paper in wide rolls or large sheets in value terms were spread across a wide range of markets. The leading destinations—France (12.0% of export value), the United Kingdom (11.8%), and Germany (10.2%)—together made up only 34.0% of total exports. The remaining 66.0% was distributed among many smaller markets, highlighting the region's diverse export base.

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

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

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

Imports in kind, K t

For the second consecutive year, Southern Europe's imports of household and sanitary paper in wide rolls or large sheets declined in volume. In 2018, imports reached their highest point at 332.1 K t, with an 11.1% increase that year. However, by 2020, imports had fallen to 285.6 K t, down 11.1% from 2019. Over the 2017-2020 period, import volumes decreased by 4.4%, with an average annual decline of 1.5%.

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

Between 2017 and 2020, Southern Europe's imports of household and sanitary paper in wide rolls or large sheets in volume terms were relatively evenly distributed among suppliers. The top three sources—Turkey (11.3% of import volume), Indonesia (11.0%), and Germany (10.1%)—together accounted for only 32.3% of total imports, reflecting a lack of concentration in the supply chain.

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

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

Imports in value, M $ US

Southern Europe's imports of household and sanitary paper in wide rolls or large sheets declined in value for the second year in a row. In 2018, imports peaked at 575.7 M $ US, with a 15.8% increase that year. By 2020, imports had dropped to 408.8 M $ US, down 12.2% from 2019. Over the 2017-2020 period, import value fell by 17.8%, with an average annual decline of 6.3%. The steepest drop occurred in 2019, when imports decreased by 19.1%.

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

From 2017 to 2020, Southern Europe's imports of household and sanitary paper in wide rolls or large sheets in value terms were not heavily reliant on a few key suppliers. The top three sources—Germany (17.9% of import value), Turkey (10.1%), and Indonesia (8.5%)—together represented only 36.4% of total imports, indicating a broad and varied import market.

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

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