Tissues and towels of paper market in Hungary

Earlier Report Observations

In 2018, the market volume for tissues and towels of paper in Hungary stood at 55 033 tons. That year saw the entry of new innovative products like Tubeless brands, which optimized packaging to reduce costs and improve value, along with the startup of local folded towel production by Lucart's Hungarian subsidiary, reducing import dependence. However, the market contracted to 52 738 tons in 2019. The COVID-19 pandemic in 2020 sharply increased demand for hygienic paper products, pushing market volume to 56 306 tons, with manufacturers introducing high-absorbency products such as the Tento Family Super Aqua Maxi Long to meet heightened needs and stricter hygiene requirements.

Post-2020, the market continued to expand, reaching 58 798 tons by 2022. This growth was sustained by rising consumer awareness for quality and eco-friendly attributes, which spurred demand for premium products like 100% cellulose towels, as well as advancements in packaging and dispensing technologies for institutional use. The expansion of local production capacity, including Lucart's broadening of its product portfolio with own manufacturing lines, strengthened domestic supply. By 2024, the market volume rose further to 59 135 tons, while in value terms, the market surged to 131.3 million US dollars, indicating a significant shift towards premiumization and higher-value products.

Production tissues and towels of paper in Hungary

In value, 2018-2021, K $ US

Production of tissues and towels of paper in Hungary declined for the second consecutive year. In 2020, output was valued at 47 831 K $ US, representing a slight decline of 2.7% compared to the previous year. Between 2018 and 2020, production decreased by 5.9%, which equates to an annualized rate of 2.0%.

Annual dynamics of production in Hungary in value, 2018-2021, K $ US

In kind, 2018-2021, t

Hungary's production of tissues and towels of paper increased for the second consecutive year. In 2020, 35 485 t were produced, indicating a gain of 4.3% compared to 2019. Between 2018 and 2020, production rose by 6.2%, translating to an annualized rate of 2.0%.

Annual dynamics of production in Hungary in kind, 2018-2021, t

Exports tissues and towels of paper from Hungary

Exports in kind, t

The market exhibited volatility during these years. Exports reached their lowest point in 2018 and peaked in 2019, with a 2.3-fold difference between these years. In 2021, tissues and towels of paper volumes leaving Hungary amounted to 8 770 t, showing an uptick of 35.7% compared to the previous year. The maximum value was recorded in 2019 at 9 311 t. The largest decline occurred in 2020, falling by 30.6%, while the largest increase was in 2019, rising by 127.8%.

Annual dynamics of product's exports from Hungary in kind, 2018-2021, t

From 2018 to 2021, the partner structure for exports in kind was balanced rather than concentrated. Romania accounted for 22.5% of exports in kind, Germany for 9.0%, and Slovakia for 7.8%, jointly representing 39.4% of total flows. Many other countries made up the remaining 60.6%.

Structure of product's exports in kind by countries, 2018-2021

World map of product's exports from Hungary in kind, 2018-2021

Exports in value, K $ US

The data reveals irregular changes, indicating a volatile market environment. Exports hit a trough in 2018 and peaked in 2021, changing by a factor of 2.3. In 2021, Hungary exported 19 315 K $ US of tissues and towels of paper, representing a sharp gain of 43.0% year-over-year. The largest decline was recorded in 2020 at 27.9%, while the largest increase occurred in 2019, rising by 127.6%.

Annual dynamics of product's exports from Hungary in value, 2018-2021, K $ US

From 2018 to 2021, the country structure of exports in value terms remained highly diversified. Romania contributed 19.2% of exports in value terms, Germany 14.1%, and Slovakia 9.4%, together accounting for only 42.8% of total flows. A long tail of smaller markets formed the remaining 57.2%.

Structure of product's exports in value by countries, 2018-2021

World map of product's exports from Hungary in value, 2018-2021

Imports tissues and towels of paper to Hungary

Imports in kind, t

In 2021, Hungary's import volume of tissues and towels of paper totalled 29 682 t, constituting a modest rise of 8.8% compared to 2020. Between 2018 and 2021, imports increased by 15.4%, equating to an annualized rate of 4.9%. The largest decline was recorded in 2020 at 2.7%, while the largest increase occurred in 2019, rising by 9.0%.

Annual dynamics of product's imports to Hungary in kind, 2018-2021, t

Throughout 2018 to 2021, Germany, Italy, and Poland remained the key directions for imports in kind. Germany accounted for 33.1% of imports in kind, Italy for 14.2%, and Poland for 11.5%, together taking 58.8% of total flows.

Structure of product's imports in kind by countries, 2018-2021

World map of product's imports to Hungary in kind, 2018-2021

Imports in value, K $ US

In 2021, foreign supplies of tissues and towels of paper to Hungary reached 53 921 K $ US, reflecting a significant increase of 14.8% year-over-year. Between 2018 and 2021, imports increased by 16.2%, which equates to an annualized rate of 5.1%. The largest decline was recorded in 2020 at 5.5%.

Annual dynamics of product's imports to Hungary in value, 2018-2021, K $ US

Over the period from 2018 to 2021, Germany, Italy, and Austria were the primary suppliers of tissues and towels of paper to Hungary. Germany accounted for 37.0% of imports in value terms, Italy for 13.9%, and Austria for 12.7%, jointly accounting for 63.5% of total imports in value terms.

Structure of product's imports in value by countries, 2018-2021

World map of product's imports to Hungary in value, 2018-2021