Market research

Toilet paper market in Portugal

Release date: Mar 29, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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Earlier Report Observations

From 2018 to 2020, the Portuguese toilet paper market expanded from 123 million $ to 135 million $, supported by growing demand for personal hygiene products linked to higher living standards and the rise of online sales. In 2020, the COVID-19 pandemic triggered a sharp consumption increase, with sales rising over 200% as quarantine and heightened hygiene concerns spurred purchases.

After peaking in 2020, market size fell to 87 million $ in 2021 but recovered to 123 million $ in 2022. This rebound was driven by substantial price hikes of 8% to 15% for toilet paper, resulting from broad-based cost increases in energy, pulp, and logistics, alongside the impact of the war in Ukraine and global supply chain disruptions. During this period, environmental regulations tightened, such as Decree-Law No. 102-D/2020 on packaging, and consumer preference for FSC-certified products grew.

Market volume stabilized at 124 million $ in 2023, then contracted to 67 million $ in 2024.

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 value
    1. 4.1.1.1. Production, 2018-2024
    2. 4.1.1.2. Imports, 2018-2025
    3. 4.1.1.3. Exports, 2018-2025
    4. 4.1.1.4. Market size, 2018-2024
2. 4.2. Market Trends and Factors
5. Production
1. 5.1. Production in Portugal
  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, t
    1. 6.1.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, t
    2. 6.1.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.1.3. Exports in value, M $ US
    1. 6.1.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, M $ US
    2. 6.1.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, M $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2025
  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 Portugal, 2018-2025, $ US/t
    2. 6.1.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, t
    1. 6.2.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, t
    2. 6.2.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.2.3. Exports in value, M $ US
    1. 6.2.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, M $ US
    2. 6.2.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, M $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2025
  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 Portugal, 2018-2025, $ US/t
    2. 6.2.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, t
    1. 7.1.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, t
    2. 7.1.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.1.3. Imports in value, M $ US
    1. 7.1.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, M $ US
    2. 7.1.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, M $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2025
  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 Portugal, 2018-2025, $ US/t
    2. 7.1.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, t
    1. 7.2.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, t
    2. 7.2.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.2.3. Imports in value, M $ US
    1. 7.2.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, M $ US
    2. 7.2.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, M $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2025
  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 Portugal, 2018-2025, $ US/t
    2. 7.2.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, t
  2. 8.1.2. In value, M $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, t
  2. 8.2.2. In value, M $ US
9. Top buying and selling countries, 2018-2025
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 Portugal

In value, 2018-2021, M $ US

Portugal's toilet paper production declined after two years of growth. In 2021, output was valued at 161.3 million US dollars, representing a 26.1% decrease compared to 2020. Over the period from 2018 to 2021, production fell by 9.3%, with a compound annual growth rate of 3.2%. The peak value was recorded in 2020 at 218.3 million US dollars, while the largest increase occurred in 2019 at 15.0%.

Annual dynamics of production in Portugal in value, 2018-2021, M $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	15.0%	6.7%	(26.1%)	(3.2%)

Source: SHEV.io

In kind, 2018-2021, K t

Portugal's toilet paper production declined after two years of increase. In 2021, 88.5 thousand tonnes were produced, marking a significant decrease of 30.4% compared to 2020. From 2018 to 2021, production dropped by 15.6%, with a compound annual growth rate of 5.5%. The highest volume was recorded in 2020 at 127.1 thousand tonnes, and the largest increase took place in 2019 at 16.7%.

Annual dynamics of production in Portugal in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	16.7%	3.9%	(30.4%)	(5.5%)

Source: SHEV.io

Exports toilet paper from Portugal

Exports in kind, t

Toilet paper exports from Portugal declined after two years of growth. In 2021, exports amounted to 62 517 tonnes, showing a modest reduction of 4.5% from the previous year. Between 2018 and 2021, exports increased by 22%, with a compound annual growth rate of 6.9%. The peak volume was recorded in 2020 at 65 455 tonnes, while the largest increase occurred in 2019 at 24.6%.

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

Parameter		2019	2020	2021	CAGR
1	Change from last year	24.6%	2.5%	(4.5%)	6.9%

Source: SHEV.io

From 2018 to 2021, Spain and France accounted for the majority of Portugal's toilet paper exports in volume terms, with other markets playing a less significant role individually.

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

Source: SHEV.io

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

Source: SHEV.io

Exports in value, M $ US

Cross-border shipments of toilet paper from Portugal declined after two years of advance. In 2021, exports registered 117.6 million US dollars, amounting to a 4.0% decrease from 2020. Between 2018 and 2021, exports increased by 24.2%, equating to an annualized rate of 7.5%. The maximum value was recorded in 2020 at 122.5 million US dollars, and the largest increase took place in 2019 at 18.4%.

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

Parameter		2019	2020	2021	CAGR
1	Change from last year	18.4%	9.2%	(4.0%)	7.5%

Source: SHEV.io

Over the period from 2018 to 2021, Spain and France concentrated the majority of Portugal's toilet paper exports in value terms, while other markets formed a less significant portion.

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

Source: SHEV.io

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

Source: SHEV.io

Imports toilet paper to Portugal

Imports in kind, t

Toilet paper imports into Portugal increased for the second consecutive year. In 2021, imports registered 32 454 tonnes, up by 30.5% year-over-year. Between 2018 and 2021, imports grew by 43.3%, equating to an annualized rate of 12.7%. The lowest volume was recorded in 2019 at 19 798 tonnes, which also saw the largest decline of 12.6%.

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

Parameter		2019	2020	2021	CAGR
1	Change from last year	(12.6%)	25.6%	30.5%	12.7%

Source: SHEV.io

Throughout 2018 to 2021, Spain dominated Portugal's toilet paper imports in volume terms, accounting for 92.0% of total flows.

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

Source: SHEV.io

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

Source: SHEV.io

Imports in value, M $ US

Toilet paper imports into Portugal increased for the second consecutive year. In 2021, imports amounted to 43.6 million US dollars, up by 12.3% compared to the previous year. Over the period from 2018 to 2021, imports increased by 9.8%, with a compound annual growth rate of 3.2%. The minimum value was recorded in 2019 at 36.3 million US dollars, which also experienced the largest decline of 8.6%.

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