Toilet paper, tissues and towels market in Germany

Earlier Report Observations

From 2018 to 2020, the market volume for toilet paper, tissues, and towels in Germany grew from 1.5 million tons to 1.6 million tons. This increase was supported by population growth and urbanization, which expanded baseline demand, while the COVID-19 pandemic in 2020 sharply boosted hygiene awareness and led to a surge in purchases. During this period, rising consumer interest in eco-friendly alternatives like bamboo toilet paper began to shape product preferences.

After the pandemic-driven peak, market volume declined to 1.4 million tons in 2021 as demand normalized, but market value continued to rise due to a shift toward more expensive sustainable products and innovations in packaging and distribution. By 2022, volume stabilized around 1.4 million tons, while value jumped to $2.9 billion, driven by major players like Procter & Gamble expanding their bamboo toilet paper offerings and launching new scented and antibacterial product lines.

In the following years, the market continued to evolve toward premium and sustainable segments, with online sales and subscription models gaining ground. By 2024, despite a modest volume increase to 1.4 million tons, market value reached $3.0 billion, fueled by strong demand for recycled and bamboo paper, the emergence of wet toilet paper with biodegradable options, and the growing dominance of e-commerce channels.

Production toilet paper, tissues and towels in Germany

In value, 2017-2020, M $ US

Germany's production of toilet paper, tissues, and towels declined for the second year in a row. In 2020, output was valued at 2,503 million US dollars, marking a 5.0% decrease from the previous year. From 2017 to 2020, production grew by 2.8%, which translates to an average annual rate of 0.9%. The peak value was recorded in 2018 at 2,661 million US dollars, with the largest annual increase of 9.3% also occurring that year.

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

In kind, 2017-2020, K t

Following two years of growth, Germany's production volume of toilet paper, tissues, and towels saw a decline. In 2020, 1,713 thousand tonnes were produced, representing a slight drop of 1.2% compared to 2019. Over the 2017-2020 period, production increased by 4.1%, with a compound annual growth rate of 1.3%. The highest volume was achieved in 2019 at 1,733 thousand tonnes, which also saw the largest annual increase of 5.2%.

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

Exports toilet paper, tissues and towels from Germany

Exports in kind, K t

After two years of growth, the volume of toilet paper, tissues, and towels exported from Germany decreased. In 2020, exports totaled 553.9 thousand tonnes, down 7.9% year-on-year. From 2017 to 2020, exports fell by 5.7%, with a compound annual decline rate of 1.9%. The peak export volume was recorded in 2019 at 601.1 thousand tonnes, while the largest annual increase occurred in 2018 at 1.5%.

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

Between 2017 and 2020, Germany's exports of toilet paper, tissues, and towels in volume terms were distributed across a diverse range of partner countries. The Netherlands accounted for 17.9% of exports, Austria for 10.9%, and France for 10.7%, with these three countries together representing 39.5% of total export flows.

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

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

Exports in value, M $ US

Germany's exports of toilet paper, tissues, and towels declined for the second consecutive year. In 2020, export value stood at 1,132 million US dollars, reflecting an 11.6% decrease compared to 2019. Over the 2017-2020 period, exports decreased by 5.9%, with a compound annual decline rate of 2.0%. The highest export value was recorded in 2018 at 1,318 million US dollars, which also saw the largest annual increase of 9.6%.

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

From 2017 to 2020, the partner structure for Germany's exports in value terms was balanced rather than concentrated. The Netherlands accounted for 16.2% of export value, Austria for 11.7%, and France for 10.4%, with these three countries jointly representing 38.2% of total flows. Many other countries made up the remaining 61.8%.

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

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

Imports toilet paper, tissues and towels to Germany

Imports in kind, K t

Germany imported 477.2 thousand tonnes of toilet paper, tissues, and towels in 2020, remaining relatively stable compared to the previous year. Between 2017 and 2020, imports increased by 2.6%, equating to an average annual growth rate of 0.9%. The peak import volume was recorded in 2018 at 477.2 thousand tonnes, with the largest annual increase of 2.7% also occurring that year. In 2019, imports saw a slight decline of 0.2%.

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

Over the 2017-2020 period, Poland, Italy, and France emerged as the main sources for Germany's imports of toilet paper, tissues, and towels in volume terms. Poland accounted for 37.0% of imports, Italy for 13.9%, and France for 11.6%, with these three countries together representing 62.5% of total import flows.

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

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

Imports in value, M $ US

Germany's imports of toilet paper, tissues, and towels declined for the second year in a row. In 2020, import value totaled 855 million US dollars, corresponding to a small decrease of 1.2% compared to 2019. From 2017 to 2020, imports increased by 6.5%, with a compound annual growth rate of 2.1%. The highest import value was recorded in 2018 at 855 million US dollars, which also saw the largest annual increase of 11.4%. In 2019, imports experienced a decline of 3.2%.

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

Between 2017 and 2020, Poland, Italy, and France were the main destinations in the geographical breakdown of Germany's imports of toilet paper, tissues, and towels in value terms. Poland accounted for 32.7% of import value, Italy for 14.0%, and France for 12.8%, with these three countries together holding a combined share of 59.5% of total import flows.

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

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