Toilet paper market in Greece

Earlier Report Observations

The Greek toilet paper market between 2018 and 2020 operated without domestic primary roll production, relying on imported raw materials following the closure of several local plants. This dependency continued into 2019, a year when market volume reached 117.9 thousand tons. The COVID-19 pandemic in 2020 heightened consumer focus on hygiene, boosting demand for sterilized toilet paper products, though the overall market volume declined to 111.9 thousand tons.

From 2021, strategic investments aimed at reviving local manufacturing gained pace, coinciding with a consumer shift towards softer, higher-quality products promoted by major supermarket chains. The market reached a turning point in 2022 when Intertrade launched a new jumbo roll production facility in Oinofyta, Boeotia, marking the return of paper manufacturing to Greece through a €50 million investment that enhanced vertical integration and reduced raw material imports.

In the years following the resumption of domestic production, import volumes remained steady between 6.4 and 7.1 thousand tons from 2021 through 2024, while export volumes fluctuated, reaching a peak of 5.2 thousand tons in 2023.

Production toilet paper in Greece

In value, 2017-2020, M $ US

In 2020, Greece's toilet paper production was valued at 173.9 million US dollars, marking a 1.5% increase from the previous year. Over the period from 2017 to 2020, production grew by 19.8%, with a compound annual growth rate of 6.2%. The highest value was recorded in 2018 at 178.3 million US dollars. The largest decline occurred in 2019, with a drop of 3.9%, while the largest increase was seen in 2018, with a rise of 22.8%.

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

In kind, 2017-2020, K t

After two years of growth, toilet paper production in Greece experienced a decline. In 2020, Greece produced 110.7 thousand tonnes of toilet paper, which was down by 1.6% compared to the previous year. From 2017 to 2020, production increased by 6.4%, with a compound annual growth rate of 2.1%. The peak was reached in 2019 at 112.5 thousand tonnes. The largest increase occurred in 2018, with a growth of 4.0%.

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

Exports toilet paper from Greece

Exports in kind, t

The market displayed volatility during the observed period. The minimum export volume was recorded in 2019 at 2 162 tonnes, while the maximum was in 2020 at 4 773 tonnes, showing a 2.2-fold difference. In 2020, Greece's toilet paper export volume surged to 4 773 tonnes, representing a significant gain of 120.8% compared to the previous year. The largest decline was recorded in 2018, with a drop of 11.6%.

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

From 2017 to 2020, the main buyers of toilet paper from Greece were Cyprus, accounting for 44.4% of exports in kind, Bulgaria with 22.0%, and the United Arab Emirates at 6.4%. Together, these three countries formed 72.9% of total exports in kind.

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

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

Exports in value, K $ US

The market showed an unstable trend throughout the timeframe. The lowest export value was in 2019 at 4 020 thousand US dollars, while the peak was in 2020 at 7 467 thousand US dollars, indicating a 1.9-fold gap. In 2020, Greece's toilet paper exports reached 7 467 thousand US dollars, equivalent to a steep increase of 85.7% compared to 2019. The largest decline was recorded in 2018, with a decrease of 8.3%.

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

Throughout 2017 to 2020, Cyprus remained the top destination for Greece's toilet paper exports in value terms, accounting for 50.6%, followed by Bulgaria at 17.6%, and the United Arab Emirates at 5.8%. Collectively, these three markets represented 73.9% of total export flows.

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

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

Imports toilet paper to Greece

Imports in kind, t

Greece's volume of toilet paper imports declined for the third consecutive year. In 2020, imports stood at 5 956 tonnes, corresponding to a decrease of 21.0% compared to 2019. Between 2017 and 2020, imports fell by 42.8%, equating to an annualized rate of 17.0%.

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

From 2017 to 2020, three main markets—Austria, Italy, and Romania—together absorbed 76.5% of total toilet paper imports in kind to Greece.

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

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

Imports in value, K $ US

Greece's volume of toilet paper imports declined for the second consecutive year. In 2020, imports amounted to 10 961 thousand US dollars, which is 18.6% lower year-over-year. Between 2017 and 2020, imports decreased by 33.8%, equating to an annualized rate of 12.9%. The highest value was recorded in 2018 at 16 978 thousand US dollars. The largest decline occurred in 2019, with a drop of 20.7%, while the largest increase was seen in 2018, with a rise of 2.5%.

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

In the period from 2017 to 2020, Austria led as the top supplier of toilet paper to Greece in value terms, accounting for 30.9%, followed by Italy at 30.2%, and Romania at 12.1%. Together, these three countries accounted for 73.1% of total imports in value terms.

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

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