Toilet paper market in Bulgaria

Earlier Report Observations

From 2018 to 2020, the Bulgarian toilet paper market volume increased from 34 074 t to 36 650 t. Consumer preferences shifted toward more expensive, higher-quality three-ply products and larger packs, which encouraged bulk purchasing and supported demand. The significant volume growth in 2020 was primarily driven by stockpiling behavior during the global COVID-19 pandemic, which led to a spike in imports and domestic production.

After the 2020 peak, the market volume contracted for three consecutive years, falling to 27 843 t in 2023. By that year, price had become the foremost purchase criterion for 75% of consumers, while three-ply paper remained the dominant choice. The market began to recover in 2024, with volume rising to 32 076 t.

Throughout the period, the market structure was characterized by the strong dominance of three-ply toilet paper and modern retail channels. Environmental aspects and recycled products did not gain significant consumer traction, and no major legislative changes were reported to alter the market's fundamentals.

Production toilet paper in Bulgaria

In value, 2017-2020, K $ US

Bulgaria's toilet paper production has grown for the third consecutive year. In 2020, output was valued at 53 695 thousand US dollars, marking a modest 7.5% increase from 2019. Between 2017 and 2020, production rose by 14.2%, which translates to an annualized growth rate of 4.5%.

Annual dynamics of production in Bulgaria in value, 2017-2020, K $ US

In kind, 2017-2020, t

In 2020, Bulgaria produced 31 300 tonnes of toilet paper, representing a moderate 3.4% increase compared to the previous year. Over the period from 2017 to 2020, production grew by 14%, averaging an annualized rate of 4.5%. The largest decline occurred in 2019, with a drop of 0.4%, while the most significant increase was in 2018, at 10.7%.

Annual dynamics of production in Bulgaria in kind, 2017-2020, t

Exports toilet paper from Bulgaria

Exports in kind, t

Bulgaria's toilet paper exports have increased for the second consecutive year. In 2020, exports totaled 7 506 tonnes, showing a solid 21.2% gain compared to 2019. From 2017 to 2020, exports rose by 19.9%, equating to an annualized growth rate of 6.2%. The lowest volume was recorded in 2018 at 5 983 tonnes, which also saw the largest decline of 4.4%.

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

Between 2017 and 2020, Romania and Greece were the dominant partners in Bulgaria's toilet paper export structure, with other countries accounting for the remaining share.

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

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

Exports in value, K $ US

Bulgaria's toilet paper exports have grown for the third consecutive year. In 2020, exports reached 13 397 thousand US dollars, indicating a 25.7% improvement from 2019. From 2017 to 2020, exports increased by 30.8%, averaging an annualized growth rate of 9.4%.

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

Throughout 2017–2020, Romania, Greece, and Cyprus were the main markets for Bulgaria's toilet paper exports in value terms. Romania accounted for 53.2% of exports, Greece for 25.4%, and Cyprus for 5.2%, together making up 83.8% of total export flows.

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

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

Imports toilet paper to Bulgaria

Imports in kind, t

Bulgaria's toilet paper imports have risen for the third consecutive year. In 2020, imports amounted to 12 856 tonnes, which is 24.5% higher than the previous year. Over the period from 2017 to 2020, imports increased by 51.3%, with a compound annual growth rate of 14.8%.

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

From 2017 to 2020, Turkey, Romania, and Greece were the primary suppliers of toilet paper to Bulgaria in volume terms. Turkey contributed 55.3% of imports, Romania 14.7%, and Greece 8.3%, collectively forming 78.3% of total imports.

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

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

Imports in value, K $ US

Bulgaria's toilet paper imports have increased for the third consecutive year. In 2020, imports reached 22 595 thousand US dollars, showing a solid 22.0% rise compared to 2019. Over the period from 2017 to 2020, imports grew by 45%, with a compound annual growth rate of 13.2%.

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

Between 2017 and 2020, three main markets—Turkey, Romania, and Greece—together accounted for 78.3% of Bulgaria's total toilet paper imports in value terms.

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

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