Toilet paper market in Romania

Earlier Report Observations

The Romanian toilet paper market showed moderate growth in volume from 119.2 thousand tons in 2018 to 120.8 thousand tons in 2019, supported by continuous demand for the single-use product and the expansion of international brands like Zewa, which reported business growth of over 40% compared to 2017. Major local producers, including Pehart Grup, invested in production technology to enhance quality and capacity, maintaining a competitive supply. In 2020, the COVID-19 pandemic triggered temporary panic buying and supply chain pressures, which stabilized the market volume around 120 thousand tons. The following year, a global wood and pulp crisis drove up raw material costs, leading producers like Kimberly-Clark to raise prices. This contributed to a slight contraction in physical market size to 118.8 thousand tons in 2021 as consumers became more price-sensitive.

Market volume rebounded strongly to 125.5 thousand tons in 2022 and reached 130 thousand tons in 2023. This growth was primarily fueled by the emergence of new product segments, such as wet toilet paper and facial tissues, which saw increases of 18.5% and 22% respectively, indicating a diversification of consumer preferences toward premium offerings. Investment in marketing and branding supported this premiumization trend. Simultaneously, Pehart Grup continued its significant capital expenditures, investing over 20 million euros in energy-efficient production lines and portfolio diversification, while the local brand Elfi launched a limited-edition luxury toilet paper, further stimulating the higher-end segment. In 2024, the market volume adjusted to 123.3 thousand tons.

Production toilet paper in Romania

In value, 2017-2020, M $ US

In 2020, Romania's toilet paper production was valued at 144.4 million US dollars, remaining unchanged from the previous year. Looking at the period from 2017 to 2020, production grew by 9.3%, which translates to an average annual increase of 3.0%. The highest value was recorded in 2018 at 144.8 million US dollars, with the largest annual increase of 9.6% occurring that same year. In contrast, 2019 saw the most significant decline, with a drop of 0.4%.

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

In kind, 2017-2020, K t

Romania's toilet paper production has declined for the third consecutive year. In 2020, the country produced 100.8 thousand tons, representing a slight decrease of 3.0% compared to 2019. Over the four-year period from 2017 to 2020, production fell by 8.7%, with an average annual decline of 3.0%.

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

Exports toilet paper from Romania

Exports in kind, t

Toilet paper exports from Romania have decreased for the third year in a row. In 2020, export volumes totaled 5 670 tons, showing a significant year-over-year decline of 21.4%. From 2017 to 2020, exports dropped by 65.5%, with an average annual decrease of 29.9%.

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

Between 2017 and 2020, Hungary, Greece, and Serbia were the top destinations for Romania's toilet paper exports by volume. Hungary accounted for 22.1% of exports, Greece for 19.8%, and Serbia for 13.9%. Together, these three countries made up 55.8% of total export flows.

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

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

Exports in value, K $ US

Toilet paper exports from Romania have declined for the third consecutive year. In 2020, the value of exports was 7 703 thousand US dollars, down 17.4% from the previous year. Over the period from 2017 to 2020, export value decreased by 56.5%, with an average annual decline of 24.2%.

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

From 2017 to 2020, Hungary, Greece, and Serbia were the leading destinations for Romania's toilet paper exports by value. Hungary represented 20.8% of export value, Greece 18.7%, and Serbia 13.6%. Combined, these three countries accounted for 53.1% of total export flows.

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

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

Imports toilet paper to Romania

Imports in kind, t

Toilet paper imports into Romania have increased for the third consecutive year. In 2020, imports reached 24 884 tons, up 3.3% compared to 2019. Over the four-year period from 2017 to 2020, imports grew by 25.8%, with an average annual increase of 7.9%.

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

Between 2017 and 2020, Austria, Bulgaria, and Serbia were the main suppliers of toilet paper to Romania by volume. Austria accounted for 40.3% of imports, Bulgaria for 18.0%, and Serbia for 17.7%. Together, these three countries supplied 75.9% of total imports.

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

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

Imports in value, K $ US

After increasing for two years, the value of toilet paper imports into Romania declined in 2020. Romania imported 39 368 thousand US dollars worth of toilet paper in 2020, marking a slight decrease of 1.8% from 2019. Over the period from 2017 to 2020, import value increased by 27.3%, with an average annual growth rate of 8.4%. The highest value was recorded in 2019 at 39 368 thousand US dollars, with the largest annual increase of 23.0% occurring in 2018.

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

From 2017 to 2020, Austria, Bulgaria, and Serbia were the principal suppliers of toilet paper to Romania by value. Austria accounted for 37.1% of import value, Bulgaria for 18.8%, and Serbia for 16.4%. Combined, these three countries made up 72.3% of total import flows.

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

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