Market research

Toilet paper market in Italy

Release date: Mar 29, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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Earlier Report Observations

The Italian toilet paper market expanded in 2018 and 2019, reaching 618 thousand tons. This growth was supported by a 3% increase in sanitary paper production, with industry revenue rising 6% as manufacturers raised prices to offset higher costs for fibrous raw materials and energy. Product range diversification and a focus on environmental sustainability, such as circular economy projects using recycled fibers, also characterized this period.

Market volume then contracted sharply to 440 thousand tons in 2020, partially recovered to 499 thousand tons in 2021, and entered a renewed decline phase, falling to 353 thousand tons by 2023.

By 2024, the market volume decreased further to 341 thousand tons. This was influenced by a steep 44% price increase for toilet paper over three years, driven by a raw material crisis and reduced pulp imports from Russia following the war in Ukraine. The shrinkflation phenomenon—reducing product quantity per pack while maintaining prices—also affected consumption volumes. Concurrently, recycled fiber's market share grew to over 53%, supported by EU environmental norms and shifting consumer preferences.

Table of content

1. Disclaimer
2. Terms of use of the report
3. Product codes in the statistical classifications used in the report
4. Key Market Indicators and Trends
1. 4.1. Key Market Indicators
  1. 4.1.1. In kind
    1. 4.1.1.1. Production, 2018-2024
    2. 4.1.1.2. Imports, 2018-2024
    3. 4.1.1.3. Exports, 2018-2024
    4. 4.1.1.4. Market size, 2018-2024
  2. 4.1.2. In value
    1. 4.1.2.1. Production, 2018-2024
    2. 4.1.2.2. Imports, 2018-2024
    3. 4.1.2.3. Exports, 2018-2024
    4. 4.1.2.4. Market size, 2018-2024
2. 4.2. Market Trends and Factors
5. Production
1. 5.1. Production in Italy
  1. 5.1.1. In kind, 2018-2024, K t
  2. 5.1.2. In value, 2018-2024, M $ US
2. 5.2. Production in the EU, 2018-2024
  1. 5.2.1. In kind, 2018-2024, K t
  2. 5.2.2. In value, 2018-2024, M $ US
6. Exports
1. 6.1. Exports (Direct Data)
  1. 6.1.1. Exports - Total information
  2. 6.1.2. Exports in kind, K t
    1. 6.1.2.1. Annual dynamics of product's exports from Italy in kind, 2018-2024, K t
    2. 6.1.2.2. Dynamics of product's exports in kind from Italy by countries, 2018-2024, K t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2024
  3. 6.1.3. Exports in value, M $ US
    1. 6.1.3.1. Annual dynamics of product's exports from Italy in value, 2018-2024, M $ US
    2. 6.1.3.2. Dynamics of product's exports in value from Italy by countries, 2018-2024, M $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2024
  4. 6.1.4. Average price of product's exports, $ US/t
    1. 6.1.4.1. Annual dynamics of average price of product's exports from Italy, 2018-2024, $ US/t
    2. 6.1.4.2. Dynamics of average price of product's exports from Italy by countries, 2018-2024, $ US/t
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, K t
    1. 6.2.2.1. Annual dynamics of product's exports from Italy in kind, 2018-2024, K t
    2. 6.2.2.2. Dynamics of product's exports in kind from Italy by countries, 2018-2024, K t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2024
  3. 6.2.3. Exports in value, M $ US
    1. 6.2.3.1. Annual dynamics of product's exports from Italy in value, 2018-2024, M $ US
    2. 6.2.3.2. Dynamics of product's exports in value from Italy by countries, 2018-2024, M $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2024
  4. 6.2.4. Average price of product's exports, $ US/t
    1. 6.2.4.1. Annual dynamics of average price of product's exports from Italy, 2018-2024, $ US/t
    2. 6.2.4.2. Dynamics of average price of product's exports from Italy by countries, 2018-2024, $ US/t
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, K t
    1. 7.1.2.1. Annual dynamics of product's imports to Italy in kind, 2018-2024, K t
    2. 7.1.2.2. Dynamics of product's imports in kind to Italy by countries, 2018-2024, K t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2024
  3. 7.1.3. Imports in value, M $ US
    1. 7.1.3.1. Annual dynamics of product's imports to Italy in value, 2018-2024, M $ US
    2. 7.1.3.2. Dynamics of product's imports in value to Italy by countries, 2018-2024, M $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2024
  4. 7.1.4. Average price of product's imports, $ US/t
    1. 7.1.4.1. Annual dynamics of average price of product's imports to Italy, 2018-2024, $ US/t
    2. 7.1.4.2. Dynamics of average price of product's imports to Italy by countries, 2018-2024, $ US/t
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, K t
    1. 7.2.2.1. Annual dynamics of product's imports to Italy in kind, 2018-2024, K t
    2. 7.2.2.2. Dynamics of product's imports in kind to Italy by countries, 2018-2024, K t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2024
  3. 7.2.3. Imports in value, M $ US
    1. 7.2.3.1. Annual dynamics of product's imports to Italy in value, 2018-2024, M $ US
    2. 7.2.3.2. Dynamics of product's imports in value to Italy by countries, 2018-2024, M $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2024
  4. 7.2.4. Average price of product's imports, $ US/t
    1. 7.2.4.1. Annual dynamics of average price of product's imports to Italy, 2018-2024, $ US/t
    2. 7.2.4.2. Dynamics of average price of product's imports to Italy by countries, 2018-2024, $ US/t
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, K t
  2. 8.1.2. In value, M $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, K t
  2. 8.2.2. In value, M $ US
9. Top buying and selling countries, 2018-2024
1. 9.1. Direct Data
  1. 9.1.1. Import in Value by Countries-buyers
  2. 9.1.2. Export in Value by Countries-suppliers
2. 9.2. Mirror Data
  1. 9.2.1. Import in Value by Countries-buyers
  2. 9.2.2. Export in Value by Countries-suppliers

Production toilet paper in Italy

In value, 2017-2020, M $ US

Toilet paper production in Italy declined after two consecutive years of growth. In 2020, output was valued at 892 million US dollars, representing a 27.1% decrease compared to the previous year. Over the 2017-2020 period, production fell by 10.3%, with an annualized decline of 3.6%. The peak value was recorded in 2019 at 1 224 million US dollars, which also saw the largest annual increase of 13.5%.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	8.4%	13.5%	(27.1%)	(3.6%)

Source: SHEV.io

In kind, 2017-2020, K t

In 2020, Italy produced 564.8 thousand tons of toilet paper, marking a significant 22.4% decrease from the previous year. Between 2017 and 2020, production declined by 14.6%, equivalent to an annualized rate of 5.1%. The highest volume was recorded in 2019 at 727.5 thousand tons, which also experienced the largest annual increase of 16.2%.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	(5.3%)	16.2%	(22.4%)	(5.1%)

Source: SHEV.io

Exports toilet paper from Italy

Exports in kind, K t

Italy's toilet paper exports increased in 2020, following a two-year decline. The country exported 130.7 thousand tons, up 12.7% from 2019. Over the 2017-2020 period, exports decreased by 3.4%, with an annualized decline of 1.1%. The lowest volume was recorded in 2019 at 115.9 thousand tons, which also saw the largest annual decrease of 9.8%.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	(4.9%)	(9.8%)	12.7%	(1.1%)

Source: SHEV.io

From 2017 to 2020, three main markets—France, Germany, and Switzerland—collectively accounted for 59.6% of Italy's total toilet paper exports by volume.

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

Source: SHEV.io

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

Source: SHEV.io

Exports in value, M $ US

In 2020, Italy's toilet paper exports amounted to 213.3 million US dollars, a 14.8% increase compared to 2019. The lowest value was recorded in 2019 at 185.8 million US dollars, while the peak was in 2018 at 215.2 million US dollars. The largest annual decline occurred in 2019, with a 13.6% drop.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	0.5%	(13.6%)	14.8%	(0.1%)

Source: SHEV.io

Between 2017 and 2020, France (32.0% of export value), Germany (14.6%), and Switzerland (11.7%) were the leading destinations for Italy's toilet paper exports by value, together representing 58.3% of total flows.

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

Source: SHEV.io

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

Source: SHEV.io

Imports toilet paper to Italy

Imports in kind, K t

In 2020, Italy's toilet paper imports were recorded at 5.4 thousand tons, showing a notable 19.4% decrease from the previous year. Over the 2017-2020 period, imports fell by 15.6%, with an annualized decline of 5.5%. The highest volume was in 2019 at 6.7 thousand tons, which also saw the largest annual increase of 8.6%.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	(3.5%)	8.6%	(19.4%)	(5.5%)

Source: SHEV.io

From 2017 to 2020, Germany (31.4% of import volume), France (21.2%), and Poland (11.7%) were the primary sources for Italy's toilet paper imports by volume, together accounting for 64.3% of total flows.

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

Source: SHEV.io

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

Source: SHEV.io

Imports in value, M $ US

Toilet paper imports to Italy declined in 2020 after two years of growth, amounting to 10.3 million US dollars—a 16.7% drop compared to 2019. The peak value was recorded in 2019 at 12.3 million US dollars, which also experienced the largest annual increase of 11.4%.

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

Parameter		2018	2019	2020	CAGR
1	Change from last year	5.6%	11.4%	(16.7%)	(0.6%)

Source: SHEV.io

Throughout 2017-2020, Germany (29.1% of import value), France (20.9%), and Poland (10.7%) formed the core of Italy's toilet paper imports by value, together representing 60.7% of total flows.

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

Source: SHEV.io

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

Source: SHEV.io