Toilet paper, tissues and towels market in Finland

Earlier Report Observations

Between 2018 and 2024, Finland's production of toilet paper, tissues, and towels in volume terms contracted significantly, falling from 121.9 thousand tonnes to 97.3 thousand tonnes. This decline was initially triggered by COVID-19-related production slow-downs and soaring energy prices, which caused temporary disruptions. The trend continued as the overall pulp-and-paper sector's value contracted in 2022, and energy price spikes in 2024 led to warnings of further temporary production stoppages. However, the market's value in monetary terms rose substantially over the same period, from $191.8 million to $245.5 million. This growth was driven by higher input and energy costs translating into increased product prices, alongside a strategic shift toward more valuable, sustainable products such as Metsä Tissue's launch of its low-carbon-footprint 'Lambi' fresh-fibre toilet tissue in 2023.

Concurrently, import volumes grew steadily, partly as Finland sought alternative wood supplies following the 2022 sanctions on Russian timber. Stricter environmental regulations also reshaped the market landscape. The tightening of EU Extended Producer Responsibility rules from 2021, culminating in the removal of the turnover-threshold exemption in 2024, increased recycling costs for all firms. Furthermore, the national implementation of the EU Single-Use Plastics directive in 2023 introduced new labelling requirements for paper-based hygiene products, influencing packaging design and compliance strategies across the industry.

Production toilet paper, tissues and towels in Finland

In value, 2017-2020, M $ US

Finland's production of toilet paper, tissues, and towels declined for the second year in a row. In 2020, output was valued at 227.2 million US dollars, marking a moderate 3.1% drop from the previous year. Looking at the period from 2017 to 2020, production grew by 2.5%, which translates to an annualized rate of 0.8%. The highest value was recorded in 2018 at 247.3 million US dollars, with the largest increase that year of 11.5%. In contrast, the largest decline occurred in 2019, when production fell by 5.2%.

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

In kind, 2017-2020, K t

In 2020, Finland produced 120.4 thousand tonnes of toilet paper, tissues, and towels, down 1.2% from the year before. Over the 2017-2020 period, production increased by 4%, averaging an annual growth rate of 1.3%. The peak was in 2018 at 121.9 thousand tonnes, which saw the largest increase of 5.3%. The largest decline was also in 2019, with a drop of 1.2%.

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

Exports toilet paper, tissues and towels from Finland

Exports in kind, t

Finland exported 46 565 tonnes of toilet paper, tissues, and towels in 2020, showing a moderate 7.8% increase compared to 2019. From 2017 to 2020, exports decreased by 7%, with a compound annual growth rate of -2.4%. The lowest point was in 2019 at 43 204 tonnes, which experienced the largest decline of 15.4%. The highest export volume was in 2018 at 51 053 tonnes.

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

Between 2017 and 2020, Sweden, Estonia, and the United Kingdom were the main markets for Finland's exports in kind. Sweden accounted for 41.0% of exports, Estonia for 13.1%, and the United Kingdom for 11.9%, together making up 66.0% of total export flows.

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

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

Exports in value, K $ US

Finland's exports of toilet paper, tissues, and towels in value terms fell for the second consecutive year. In 2020, exports totaled 78 517 thousand US dollars, a robust 15.5% decrease year-over-year. Over the 2017-2020 period, exports declined by 7.6%, with a compound annual growth rate of -2.6%. The peak was in 2018 at 94 139 thousand US dollars, which saw the largest increase of 10.8%.

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

From 2017 to 2020, Sweden, Estonia, and the United Kingdom were the key markets for Finland's exports in value terms. Sweden represented 39.3% of exports, Estonia 13.7%, and the United Kingdom 12.2%, collectively accounting for 65.2% of total export flows.

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

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

Imports toilet paper, tissues and towels to Finland

Imports in kind, t

Finland imported approximately 18 558 tonnes of toilet paper, tissues, and towels in 2020, a sharp 29.9% rise compared to 2019. Between 2017 and 2020, imports grew by 9.6%, averaging an annual increase of 3.1%. The lowest import volume was in 2019 at 14 285 tonnes, which saw the largest decline of 17.1%.

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

During 2017-2020, Germany, Sweden, and the United Kingdom were the main sources of Finland's imports in kind. Germany supplied 22.7% of imports, Sweden 18.6%, and the United Kingdom 17.8%, together making up 59.1% of total import flows.

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

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

Imports in value, K $ US

Finland's imports of toilet paper, tissues, and towels in value terms declined for the second year in a row. In 2020, imports amounted to 36 773 thousand US dollars, down 4.0% from 2019. Over the 2017-2020 period, imports increased by 2.1%, with an annualized growth rate of 0.7%. The highest value was in 2018 at 38 591 thousand US dollars, which recorded the largest increase of 7.1%.

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

From 2017 to 2020, Germany, the United Kingdom, and Sweden were the primary suppliers of toilet paper, tissues, and towels to Finland in value terms. Germany accounted for 24.4% of imports, the United Kingdom for 19.2%, and Sweden for 15.1%, jointly representing 58.7% of total import flows.

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

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