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

Earlier Report Observations

The market for household and sanitary paper in Western Europe expanded in 2019, driven by new market entrants and strategic partnerships that intensified competition. Consumer demand was bolstered by digitalization trends and the substitution of plastics with more eco-friendly paper materials. However, in 2020, the COVID-19 pandemic sharply increased hygiene-related demand, yet widespread logistical disruptions and supply chain challenges limited availability, leading to a slight contraction in market volume.

Persistent supply chain bottlenecks and soaring energy and raw material costs throughout 2021 pressured production, contributing to a further decline in market size. The following year, despite the energy crisis and cost spikes triggered by the war in Ukraine, the market recovered as imports surged. This resilience was supported by financing for sector expansion, such as Santander UK's backing of Lucart Hygiene, and sustained consumer interest in premium and sustainable tissue products.

In 2023, high energy costs and persistent inflation significantly reduced consumption and market volume. During this period, however, the segment for sustainable and premium paper goods continued to grow, particularly in Germany, reflecting shifting consumer preferences. In 2024, the European Union's Packaging and Packaging Waste Regulation (PPWR) introduced new sustainability and labeling requirements for tissue products, while early-year production data from Spain pointed to a sectoral rebound.

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

Western Europe's production of household and sanitary paper in wide rolls or large sheets rebounded in 2020 after two consecutive years of decline. In 2019, output hit its lowest point at 2 606 thousand tonnes, marking a 2.0% drop from the previous year. However, by 2020, production rose to 2 638 thousand tonnes, representing a modest 1.2% increase over 2019.

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

In value, 2017-2020, M $ US

The value of household and sanitary paper production in Western Europe showed mixed trends in recent years. In 2018, output reached its lowest point at 6 758 million US dollars, a 5.8% decline from 2017. The following year, 2019, saw a strong recovery with production valued at 7 267 million US dollars, a 7.5% increase. However, in 2020, the value dipped slightly to 7 143 million US dollars, down 1.7% from 2019.

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

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

Exports in kind, K t

Western Europe's exports of household and sanitary paper in wide rolls or large sheets experienced significant volatility between 2017 and 2020. In 2018, exports peaked at 324.5 thousand tonnes, but then plummeted by 45.5% in 2019 to just 176.8 thousand tonnes. The following year, 2020, saw a sharp rebound with exports reaching 255.1 thousand tonnes, a 44.3% increase from 2019. Overall, from 2017 to 2020, exports grew by 7.6%, averaging 2.5% annually.

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

Between 2017 and 2020, Western Europe's exports of household and sanitary paper in wide rolls or large sheets were distributed across multiple markets without a single dominant destination. The United Kingdom accounted for 16.1% of exports by volume, Poland for 14.2%, and Italy for 7.9%. Together, these three countries represented only 38.2% of total exports, with the remainder spread among numerous smaller partners, each holding modest individual shares.

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

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

Exports in value, M $ US

Western Europe's exports of household and sanitary paper in wide rolls or large sheets declined for the second year in a row in 2020. In 2018, export value reached its highest point at 520.3 million US dollars, a 9.9% increase from 2017. However, in 2019, exports fell sharply by 13.9% to 447.9 million US dollars. The downward trend continued in 2020, with exports dropping another 6.0% to 421.0 million US dollars. Over the entire 2017-2020 period, exports decreased by 11.1%, with an average annual decline of 3.8%.

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

From 2017 to 2020, the value of household and sanitary paper exports from Western Europe was relatively evenly distributed among trading partners. The United Kingdom was the largest destination, accounting for 14.6% of export value, followed by Italy at 11.7% and Poland at 10.0%. Combined, these three countries represented just 36.3% of total export flows, indicating a diverse market structure with no single dominant partner.

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

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

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

Imports in kind, K t

Western Europe's imports of household and sanitary paper in wide rolls or large sheets showed a downward trend in recent years. In 2019, imports reached their highest point at 391.2 thousand tonnes, an 11.8% increase from 2018. However, in 2020, imports fell by 13.3% to 339.1 thousand tonnes. Overall, from 2017 to 2020, imports decreased by 3.6%, averaging a 1.2% annual decline.

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

Between 2017 and 2020, Western Europe's imports of household and sanitary paper in wide rolls or large sheets were sourced from multiple countries without a single dominant supplier. Italy was the largest source, accounting for 25.5% of imports by volume, followed by Sweden at 12.0% and Spain at 8.9%. Together, these three countries represented 46.4% of total imports, with the rest coming from various smaller partners, each with modest individual shares.

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

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

Imports in value, M $ US

Western Europe's imports of household and sanitary paper in wide rolls or large sheets declined for the second consecutive year in 2020. In 2018, import value peaked at 671.8 million US dollars, a 10.6% increase from 2017. The following year, 2019, saw a 9.5% drop to 607.9 million US dollars. In 2020, imports fell further by 3.4% to 587.3 million US dollars. Over the 2017-2020 period, imports decreased by 3.3%, with an average annual decline of 1.1%.

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

From 2017 to 2020, Italy, Sweden, and Spain were key suppliers of household and sanitary paper in wide rolls or large sheets to Western Europe, but none dominated the market. Italy accounted for 21.4% of import value, Sweden for 15.0%, and Spain for 7.3%. Their combined share reached 43.8% of total imports, with the remainder distributed among numerous other partners, reflecting a diversified import structure.

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

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