Toilet paper market in Sweden

Earlier Report Observations

The Swedish toilet paper market maintained stable volumes around 98.5 thousand tons in 2018 and 2019, underpinned by strong domestic production heritage and leading brands like Essity emphasizing sustainable sourcing and certified fibers. Consumer preferences increasingly leaned toward soft, strong, and eco-labeled products, shaping market offerings. In 2020, the COVID-19 pandemic triggered widespread hoarding, temporarily driving market volume up to 103.0 thousand tons as uncertainty and fear of shortages spurred exceptional demand.

After the pandemic surge, market volume normalized to 99.1 thousand tons in 2021, while growing consumer interest in recycled-fiber and environmentally certified toilet paper contributed to a rise in market value. By 2022, the market faced potential supply risks due to reliance on Russian gas for pulp production, adding pressure in a highly competitive, low-margin landscape. Despite a gradual decline in physical volume to 97.5 thousand tons, the market's value grew substantially, reaching $166.8 million, reflecting shifts toward more premium or sustainable segments.

Market volume continued to ease, falling to 94.1 thousand tons in 2023 before a modest recovery to 95.1 thousand tons in 2024. Throughout this period, the market's value demonstrated consistent growth, climbing from $188.0 million in 2023 to $216.5 million in 2024, indicating sustained changes in product mix and pricing dynamics beyond pure volume movements.

Production toilet paper in Sweden

In value, 2017-2020, M $ US

Sweden's toilet paper production declined for the second year in a row. In 2020, output was valued at 270.3 million US dollars, marking a 1.7% decrease from 2019. Production peaked in 2018 at 280.5 million US dollars, which represented the largest annual increase of 9.2%. The largest decline occurred in 2019 at 1.9%. Overall, between 2017 and 2020, production grew by 5.2%, averaging an annual growth rate of 1.7%.

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

In kind, 2017-2020, K t

In 2020, Sweden produced 179.5 thousand tons of toilet paper, a 1.6% increase from the previous year. Production reached its highest point in 2018 with a 3.0% annual increase, while the largest decline was in 2019 at 0.2%. From 2017 to 2020, total production rose by 4.5%, corresponding to a compound annual growth rate of 1.5%.

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

Exports toilet paper from Sweden

Exports in kind, K t

Sweden's toilet paper export volume remained stable in 2020 at 105.1 thousand tons, showing no change from the previous year. The lowest volume was recorded in 2018 at 103.7 thousand tons, which saw the largest decline of 2.4%. In contrast, 2019 experienced the largest increase of 1.8%.

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

From 2017 to 2020, Norway and Denmark accounted for 82.9% of Sweden's toilet paper exports by volume, with the remaining share distributed among other destinations with smaller individual contributions.

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

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

Exports in value, M $ US

Sweden's toilet paper exports declined for the second consecutive year. In 2020, exports amounted to 196.7 million US dollars, a slight drop of 2.4% year-over-year. The highest value was recorded in 2018 at 205.0 million US dollars, which also saw the largest annual increase of 5.6%.

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

Between 2017 and 2020, Norway and Denmark dominated Sweden's toilet paper exports in value terms, jointly representing 87.3% of total flows, while the remainder was split among smaller markets.

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

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

Imports toilet paper to Sweden

Imports in kind, K t

Sweden's toilet paper import volume increased for the second year in a row. In 2020, imports totaled 28.5 thousand tons, a moderate gain of 4.7% from the previous year. The lowest volume was in 2018 at 25.2 thousand tons, which experienced the largest decline of 13.5%. The largest increase occurred in 2019 at 8.2%. Overall, from 2017 to 2020, imports decreased by 2.1%, averaging an annual decline of 0.7%.

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

During 2017–2020, Norway, Finland, and Germany were the largest suppliers of toilet paper to Sweden by volume, with shares of 57.7%, 15.3%, and 6.3%, respectively. Together, they formed 79.3% of total imports in kind.

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

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

Imports in value, M $ US

Sweden's toilet paper import value rose for the second consecutive year. In 2020, imports totaled 45.6 million US dollars, a limited increase of 3.9% from 2019. The lowest value was recorded in 2018 at 41.9 million US dollars, which saw the largest decline of 7.9%. The largest increase occurred in 2019 at 4.7%.

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

From 2017 to 2020, Norway, Finland, and Germany led as the top suppliers of toilet paper to Sweden in value terms, with shares of 55.5%, 15.7%, and 6.6%, respectively. Their combined share reached 77.8% of total imports in value terms.

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

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