Toilet paper, tissues and towels market in Bulgaria

Earlier Report Observations

Between 2018 and 2020, the Bulgarian market for toilet paper, tissues, and towels grew steadily in both volume and value. The onset of the COVID-19 pandemic in 2020 was a key driver, increasing demand for essential paper goods and causing a surge in the price of raw cellulose due to global supply chain pressures. This led to a 4.2% rise in market volume to 55 669 t and a 6.2% increase in market value to 101.6 million USD.

Following the pandemic, market dynamics continued to evolve. Innovation became a primary sales driver by 2022, with the introduction of new packaging and product types like kitchen rolls stimulating consumption. Concurrently, a shift in consumer preference towards more eco-friendly and sustainable products, including recycled toilet paper, began influencing the market. These factors contributed to a significant expansion in import volumes and values through 2022 and 2023, supporting overall market growth despite a temporary dip in physical volume to 54 070 t in 2023.

By 2024, the market reached a new high of 59 090 t in volume, a 9.3% increase from the previous year, while the total market value stabilized at around 142.2 million USD. This suggests a period of volume recovery and possible price normalization after several years of value-driven growth influenced by raw material costs and changing product mixes.

Production toilet paper, tissues and towels in Bulgaria

In value, 2017-2020, K $ US

Bulgaria's production of toilet paper, tissues, and towels has grown for the third year in a row. In 2020, the output was valued at 79 945 thousand US dollars, marking a 5.2% increase compared to 2019. From 2017 to 2020, production rose by 13.3%, which translates to an average annual growth rate of 4.2%.

Annual dynamics of production in Bulgaria in value, 2017-2020, K $ US

In kind, 2017-2020, t

In 2020, Bulgaria produced 44 022 tonnes of toilet paper, tissues, and towels, up by 1.0% from 2019. Over the period from 2017 to 2020, production increased by 8.3%, averaging 2.7% per year. The highest output was recorded in 2018 at 44 125 tonnes, following an 8.6% increase that year. In contrast, 2019 saw the largest decline of 1.2%.

Annual dynamics of production in Bulgaria in kind, 2017-2020, t

Exports toilet paper, tissues and towels from Bulgaria

Exports in kind, t

Bulgaria's exports of toilet paper, tissues, and towels have risen for the second consecutive year. In 2020, the country exported 10 678 tonnes, representing an 11.6% year-over-year gain. From 2017 to 2020, exports grew by 13.1%, with an average annual rate of 4.2%. The lowest export volume was in 2018 at 9 221 tonnes, which also experienced the largest decline of 2.3%.

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

Between 2017 and 2020, Romania, Greece, and Cyprus were the top buyers of Bulgarian toilet paper, tissues, and towels in terms of volume. Romania accounted for 43.6% of exports, Greece for 33.7%, and Cyprus for 3.8%, together making up 81.0% of total exports.

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

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

Exports in value, K $ US

Bulgaria's exports of toilet paper, tissues, and towels have increased for the third year in a row. In 2020, exports amounted to 19 429 thousand US dollars, up by 13.5% from the previous year. From 2017 to 2020, exports surged by 23.6%, averaging 7.3% growth per year.

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

From 2017 to 2020, Romania, Greece, and Cyprus remained the key destinations for Bulgarian exports in value terms. Romania held 44.3% of exports, Greece 30.5%, and Cyprus 4.4%, collectively accounting for 79.2% of total export value.

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

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

Imports toilet paper, tissues and towels to Bulgaria

Imports in kind, t

Bulgaria's imports of toilet paper, tissues, and towels have grown for the third consecutive year. In 2020, import volume reached 22 325 tonnes, showing a strong 15.0% increase from 2019. Between 2017 and 2020, imports rose by 37.2%, with an average annual growth rate of 11.1%.

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

Throughout 2017 to 2020, Turkey, Greece, and Romania were the main sources of imports in volume, together representing 66.8% of total imports.

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

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

Imports in value, K $ US

Bulgaria's imports of toilet paper, tissues, and towels have increased for the third year running. In 2020, imports totaled 41 129 thousand US dollars, up by 11.6% compared to 2019. From 2017 to 2020, imports grew by 40.0%, averaging 11.9% per year.

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

Between 2017 and 2020, Turkey, Romania, and Greece were the largest suppliers of toilet paper, tissues, and towels to Bulgaria in value terms. Turkey contributed 36.7% of imports, Romania 15.9%, and Greece 13.8%, together making up 66.3% of total import value.

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

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