Toilet paper market in Germany

Earlier Report Observations

The German toilet paper market expanded from 982 thousand tons in 2018 to 1 061 thousand tons in 2020. This growth was initially driven by a consumer shift toward multi-ply products, which increased per-use material consumption, and the rising importance of online sales that improved accessibility. In 2019, new product launches like Suzano's Mimmo brand and Amazon's entry with a private-label line for B2B customers added further momentum. The market peaked in 2020 when the COVID-19 pandemic triggered a sharp surge in demand, with sales jumping nearly 90% during certain weeks, leading major producers like Essity to operate at full capacity to secure supply.

Following the pandemic spike, market volume adjusted downward to 875 thousand tons in 2021, reflecting a normalization of demand after the stockpiling phase. During this period, the market for wet toilet paper continued to grow, and manufacturers increasingly focused on sustainable packaging. By 2022, the market contracted further to 830 thousand tons, pressured by substantial price increases due to high energy costs in the paper industry, which contributed to the bankruptcy of producer Hakle. Despite these challenges, innovation persisted, exemplified by Essity's launch of toilet paper containing straw, catering to the growing demand for environmentally friendly products.

By 2024, market volume saw a modest recovery to 849 thousand tons, while in value terms it reached 1 697 million US dollars, indicating sustained price pressures or a shift toward more premium product segments.

Production toilet paper in Germany

In value, 2017-2020, M $ US

Germany's toilet paper production declined for the second consecutive year. In 2020, output was valued at 1 147 million US dollars, down 1.2% from 2019. Production peaked in 2018 at 1 196 million US dollars, with the largest annual increase of 8.5% that year. The largest decline occurred in 2019 at 2.9%. Overall, from 2017 to 2020, production grew by 4.1%, averaging a 1.3% annual increase.

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

In kind, 2017-2020, K t

In 2020, Germany produced 1 038 thousand tonnes of toilet paper, a 1.5% decrease from the previous year. Production reached its lowest point in 2018 at 1 004 thousand tonnes and peaked in 2019 at 1 054 thousand tonnes, with the largest annual increase of 5.0% that year. From 2017 to 2020, production rose by 2.1%, averaging a 0.7% annual growth rate.

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

Exports toilet paper from Germany

Exports in kind, K t

Germany's toilet paper exports declined for the second consecutive year. In 2020, exports totaled 190.9 thousand tonnes, a significant 12.5% drop from 2019. Exports peaked in 2018 at 221.6 thousand tonnes, with the largest annual increase of 5.3% that year. From 2017 to 2020, exports decreased by 9.3%, averaging a 3.2% annual decline.

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

From 2017 to 2020, the Netherlands, Belgium, and Austria were the main destinations for Germany's toilet paper exports by volume. The Netherlands accounted for 29.8% of exports, while Belgium and Austria each contributed 10.8%. Together, these three countries represented 51.4% of total export flows.

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

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

Exports in value, M $ US

Germany's toilet paper exports in value terms declined for the second consecutive year. In 2020, exports stood at 321.2 million US dollars, down 14.0% from 2019. Exports peaked in 2018 at 395.3 million US dollars, with the largest annual increase of 14.6% that year. From 2017 to 2020, exports decreased by 6.9%, averaging a 2.4% annual decline.

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

From 2017 to 2020, the Netherlands, Austria, and Belgium remained the leading destinations for Germany's toilet paper exports by value. The Netherlands accounted for 28.1% of exports, Austria for 12.1%, and Belgium for 10.1%. Combined, these three countries made up 50.2% of total export flows.

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

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

Imports toilet paper to Germany

Imports in kind, K t

Germany's toilet paper imports increased for the third consecutive year. In 2020, imports totaled 214.1 thousand tonnes, up 6.4% from 2019. From 2017 to 2020, imports grew by 19.2%, with a compound annual growth rate of 6.0%.

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

From 2017 to 2020, Poland, Austria, and Italy were the primary suppliers of toilet paper to Germany by volume. Poland accounted for 35.9% of imports, Austria for 11.9%, and Italy for 10.0%. Together, these three countries represented 57.7% of total import flows.

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

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

Imports in value, M $ US

In 2020, Germany's toilet paper imports in value terms stood at 335.6 million US dollars, a modest 6.6% increase from 2019. Imports saw the largest annual decline in 2019 at 1.7% and the largest increase in 2018 at 19.6%. From 2017 to 2020, imports rose by 25.4%, with a compound annual growth rate of 7.8%.

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

From 2017 to 2020, Poland, Italy, and Switzerland led Germany's toilet paper imports by value. Poland accounted for 36.2% of imports, Italy for 10.1%, and Switzerland for 10.0%. Together, these three countries represented 56.3% of total import flows.

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

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