Sanitary paper products market in Finland

Earlier Report Observations

The Finnish sanitary paper products market contracted from 2018 to 2019, with volume falling from 137.7 тыс. т to 116.0 тыс. т. This decline coincided with a period of high capital intensity and market saturation, where the industry was dominated by a few major players. Rationalization of manufacturing processes, driven by environmental concerns, further contributed to the reduction in output.

From 2020 onward, the market began to recover, supported by growing environmental sustainability trends. Initiatives like increased recycling and the launch of innovative packaging, such as Huhtamaki's ICON packaging made from 95% renewable materials, stimulated demand. By 2023, heightened awareness of health and hygiene, coupled with continued investment by leading companies in sustainable production, pushed the market value to 371.8 млн $, a significant increase from previous years.

In 2024, new legislative measures came into effect, including the expansion of Extended Producer Responsibility and the EU Single-Use Plastics Directive, which imposed marking and packaging requirements for products like wet wipes. A reduction in VAT on certain sanitary products from 25.5% to 14% and a consumer shift toward premium, environmentally friendly products helped maintain market value at 364.7 млн $ despite a slight drop in physical volume to 118.5 тыс. т.

Production sanitary paper products in Finland

In value, 2017-2020, M $ US

Finland's production of sanitary paper products declined for the second consecutive year. In 2020, output was valued at 282.0 million US dollars, remaining nearly unchanged from 2019. The maximum value was recorded in 2018 at 353.5 million US dollars, with the largest increase that year of 9.6%. The largest decline occurred in 2019, dropping by 19.9%. Overall, between 2017 and 2020, production decreased by 12.6%, equating to an annualized rate of 4.4%.

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

In kind, 2017-2020, K t

In 2020, Finland produced 135.4 thousand tonnes of sanitary paper products, showing a solid decline of 15.2% from the previous year. The maximum value was recorded in 2018 at 159.7 thousand tonnes, with the largest increase that year of 3.2%. The minimum value was recorded in 2019 at 135.4 thousand tonnes, which also saw the largest decline of 15.2%. Between 2017 and 2020, production decreased by 12.5%, equating to an annualized rate of 4.4%.

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

Exports sanitary paper products from Finland

Exports in kind, t

In 2020, sanitary paper product deliveries from Finland amounted to 55 429 tonnes, up by 14.4% compared to the previous year. The maximum value was recorded in 2018 at 61 861 tonnes, while the minimum was in 2019 at 48 455 tonnes, which also saw the largest decline of 21.7%. Between 2017 and 2020, exports decreased by 9.2%, equating to an annualized rate of 3.2%.

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

From 2017 to 2020, Sweden, Estonia, and the United Kingdom were the principal destinations for exports in kind. Sweden accounted for 35.9% of exports, Estonia for 11.5%, and the United Kingdom for 10.5%, jointly making up 58.0% of total flows.

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

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

Exports in value, M $ US

Cross-border shipments of sanitary paper products from Finland declined for the second consecutive year. In 2020, exports were valued at 109.5 million US dollars, marking a modest fall of 9.9% compared to 2019. The maximum value was recorded in 2018 at 130.6 million US dollars, with the largest increase that year of 8.3%. Between 2017 and 2020, exports decreased by 9.1%, equating to an annualized rate of 3.1%.

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

Throughout 2017 to 2020, Sweden, Estonia, and Germany formed the core of exports in value terms. Sweden accounted for 30.9% of exports, Estonia for 12.1%, and Germany for 9.9%, together taking 52.9% of total flows.

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

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

Imports sanitary paper products to Finland

Imports in kind, t

In 2020, Finland imported 43 600 tonnes of sanitary paper products, representing a 50.1% increase versus the previous year. The minimum value was recorded in 2019 at 29 070 tonnes, which also saw the largest decline of 27.1%. Over the period 2017 to 2020, imports increased by 10.8%, with a compound annual growth rate of 3.5%.

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

From 2017 to 2020, the Netherlands, Sweden, and Germany were the main markets for imports in kind. The Netherlands accounted for 27.7% of imports, Sweden for 25.6%, and Germany for 13.3%, together accounting for 66.6% of total flows.

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

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

Imports in value, M $ US

In 2020, imported sanitary paper product volumes in Finland reached 121.3 million US dollars, showing an increase of 1.4% from a year earlier. The maximum value was recorded in 2018 at 124.4 million US dollars, with the largest increase that year of 6.8%. The largest decline occurred in 2019, dropping by 3.8%. Over the period 2017 to 2020, imports increased by 4.2%, with a compound annual growth rate of 1.4%.

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

Throughout 2017 to 2020, the three largest markets—Sweden, the Netherlands, and Germany—remained at the centre of imports in value terms, together taking 66.6% of total flows.

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

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