Toilet paper, tissues and towels market in Italy

Earlier Report Observations

Between 2018 and 2019, the market volume of toilet paper, tissues and towels in Italy remained around 965–971 thousand tonnes, pressured by rising pulp and energy costs as well as competitive intensity. Technological advancements, including expanded production lines by companies like Carteria, helped maintain manufacturing competitiveness during this period.

The COVID-19 pandemic in 2020 significantly increased hygiene product demand, but a concurrent rise in tissue exports reduced domestic availability, pulling market volume down to 870 thousand tonnes. In 2021, tighter environmental regulations promoting recycled fiber use further influenced production, contributing to a volume contraction to 788 thousand tonnes.

Growing demand for convenient disposable items, such as non-woven wipes, supported a market recovery to 840 thousand tonnes in 2022. Volume then fell to 717 thousand tonnes in 2023 before stabilizing at 728 thousand tonnes in 2024.

Production toilet paper, tissues and towels in Italy

In value, 2017-2020, M $ US

In Italy, the production value of toilet paper, tissues, and towels reached 2 375 million US dollars in 2020, representing a 5.8% decline compared to the previous year. Over the period from 2017 to 2020, production decreased by 6.8%, with a compound annual growth rate (CAGR) of 2.3%. The largest increase occurred in 2019, at 1.1%.

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

In kind, 2017-2020, K t

Toilet paper, tissues, and towels production in Italy declined for the third consecutive year. In 2020, Italy produced 1 326 thousand tonnes of these products, marking a modest year-over-year decrease of 5.1%. From 2017 to 2020, production fell by 14.5%, with a compound annual growth rate (CAGR) of 5.1%.

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

Exports toilet paper, tissues and towels from Italy

Exports in kind, K t

After a two-year decline, toilet paper, tissues, and towels exports from Italy increased in 2020. Exports reached 481.4 thousand tonnes, reflecting a controlled year-over-year advance of 3.9%. The lowest value was recorded in 2019 at 463.4 thousand tonnes, while the largest decline occurred in 2018, at 3.8%.

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

From 2017 to 2020, the geographical structure of exports in kind was highly diversified. France accounted for 25.8% of exports in kind, Germany for 14.5%, and Switzerland for 8.0%, together making up only 48.2% of total flows. The remaining 51.8% was distributed among numerous smaller partner countries.

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

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

Exports in value, M $ US

In 2020, toilet paper, tissues, and towels exports from Italy reached 854.6 million US dollars, showing a modest year-over-year uptick of 3.6%. Over the period from 2017 to 2020, exports increased by 5.8%, with a compound annual growth rate (CAGR) of 1.9%. The largest decline was in 2019 at 2.0%, while the largest increase occurred in 2018, at 4.2%.

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

The partner structure of exports in value terms remained fragmented from 2017 to 2020. France contributed 25.5% of exports in value terms, Germany 13.8%, and Switzerland 7.9%, together accounting for only 47.2% of total flows, with no single country achieving a dominant share.

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

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

Imports toilet paper, tissues and towels to Italy

Imports in kind, K t

In 2020, imported volumes of toilet paper, tissues, and towels in Italy amounted to 25.5 thousand tonnes, showing a solid reduction of 17.5% compared to 2019. Between 2017 and 2020, imports decreased by 15.2%, equating to an annualized rate of 5.3%. The maximum value was recorded in 2019 at 30.9 thousand tonnes, with the largest increase also occurring in that year, at 4.3%.

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

From 2017 to 2020, Germany accounted for 33.8% of imports in kind, France for 25.5%, and Austria for 8.4%, together comprising the largest share of imports in kind at 67.6% of total flows.

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

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

Imports in value, M $ US

Toilet paper, tissues, and towels imports into Italy declined for the second consecutive year. In 2020, imports came to 54.5 million US dollars, showing a solid contraction of 18.8% relative to the prior year. Between 2017 and 2020, imports decreased by 17.7%, equating to an annualized rate of 6.3%. The maximum value was recorded in 2018 at 68.1 million US dollars, with the largest increase also in that year, at 2.9%.

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

From 2017 to 2020, Germany accounted for 37.5% of imports in value terms, France for 21.9%, and Austria for 8.4%, forming the main cluster of markets for imports in value terms, with a combined share of 67.9% of total flows.

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

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