Toilet paper, tissues and towels market in Croatia

Earlier Report Observations

The market for toilet paper, tissues, and towels in Croatia expanded to 53 500 t in 2018, supported by a broad rise in tissue product consumption. That same year, the sale of a production line to the company Mekkoo introduced a new manufacturer capable of producing 12 000 t of hygiene paper annually. In 2019, the state-owned publisher Narodne novine launched production of a five-layer premium toilet paper, intensifying competition for the regional market. However, by 2020, the COVID-19 pandemic initially sparked a surge in demand but also prompted domestic producers like Deltpapir to prioritize exports, which reached 50% of total output. This export focus, combined with a dip in imports, contributed to a contraction of the domestic market volume to 50 000 t.

Over the next two years, the market continued to decline, falling to 44 500 t by 2022. Despite the overall reduction in volume, consumer preferences shifted toward environmentally sustainable options, such as recycled toilet paper certified with Ecolabel and FSC® Recycled standards. Concurrently, leading producers including Deltpapir actively exported goods to Middle Eastern markets, which further limited available supply for domestic consumption.

A reversal occurred in 2023, when the market volume grew by 5.7% to 47 000 t, primarily driven by a sharp 42.6% increase in domestic production to 25 800 t. This production rebound likely resulted from earlier capacity expansions stimulated by pandemic-era demand. In 2024, the market saw further moderate growth to 48 300 t, even as production slightly decreased and both imports and exports remained at elevated levels.

Production toilet paper, tissues and towels in Croatia

In value, 2017-2020, K $ US

After two years of growth, the production of toilet paper, tissues, and towels in Croatia experienced a decline. In 2019, output reached its peak at 51 180 K $ US, but by 2020, it had fallen to 50 280 K $ US, marking a slight decrease of 1.8% year-over-year. Over the period from 2017 to 2020, production increased by 3.6%, which translates to an average annual growth rate of 1.2%. The most significant increase occurred in 2018, with a rise of 5.4%.

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

In kind, 2017-2020, t

In 2020, Croatia produced 26 221 t of toilet paper, tissues, and towels, reflecting a small year-over-year decrease of 2.9%. The lowest production level was recorded in 2018 at 25 793 t, which saw the largest decline of 36.4%. However, production rebounded in 2019 with an increase of 4.7%. Overall, from 2017 to 2020, production decreased by 35.3%, averaging an annual decline of 13.5%.

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

Exports toilet paper, tissues and towels from Croatia

Exports in kind, t

Croatia's exports of toilet paper, tissues, and towels have increased for the third consecutive year. In 2020, exports stood at 17 956 t, up by 5.4% compared to the previous year. Over the period from 2017 to 2020, exports grew by 18.3%, with an average annual growth rate of 5.8%.

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

From 2017 to 2020, the main markets for Croatia's exports in kind were Slovenia, accounting for 34.1% of exports, Germany at 19.2%, and Slovakia with 6.0%. Together, these three countries represented 59.3% of total export flows.

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

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

Exports in value, K $ US

Croatia's exports of toilet paper, tissues, and towels in value terms have risen for the third year in a row. In 2020, exports reached 30 700 K $ US, showing a modest increase of 6.8% compared to 2019. Over the 2017-2020 period, exports increased by 35.6%, with a compound annual growth rate of 10.7%.

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

Between 2017 and 2020, the key markets for Croatia's exports in value terms were Slovenia, representing 33.6% of exports, Germany at 20.1%, and the Netherlands with 5.8%. Collectively, these three countries accounted for 59.5% of total export value.

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

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

Imports toilet paper, tissues and towels to Croatia

Imports in kind, t

After two years of growth, Croatia's imports of toilet paper, tissues, and towels in kind declined. In 2019, imports peaked at 43 523 t, but by 2020, they had dropped to 41 753 t, representing a modest decrease of 4.1% year-over-year. The largest increase was recorded in 2019, with a rise of 1.6%.

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

From 2017 to 2020, the primary suppliers of toilet paper, tissues, and towels to Croatia in kind were Slovenia, contributing 19.8% of imports, Germany at 17.3%, and Italy with 14.9%. Together, these three countries made up 52.0% of total imports in kind.

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

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

Imports in value, K $ US

Croatia's imports of toilet paper, tissues, and towels in value terms declined for the second consecutive year. In 2020, imports amounted to 79 312 K $ US, showing a moderate drop of 3.9% compared to 2019. The highest import value was recorded in 2018 at 83 141 K $ US, which also saw the largest increase of 8.6%. Overall, from 2017 to 2020, imports increased by 3.6%, averaging an annual growth rate of 1.2%.

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

In the period from 2017 to 2020, the largest suppliers of toilet paper, tissues, and towels to Croatia in value terms were Germany, accounting for 20.8% of imports, Austria at 17.3%, and Slovenia with 17.1%. Together, these three countries formed 55.2% of total import value.

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

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