Market research

Toilet paper, tissues and towels market in Portugal

Release date: Mar 30, 2026

Submission: 15 minutes after payment

Research period: 2017-2025

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File format: docx, xlsx

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Earlier Report Observations

The Portuguese market for toilet paper, tissues, and towels saw significant shifts between 2018 and 2021. Established domestic producers like Pampilar and Fapajal focused on quality, innovation, and FSC™ certification, strengthening their market presence. The COVID-19 pandemic in 2020 boosted demand for hygiene products, supporting market volume. However, in 2021, rising pulp and raw material prices increased production costs, which likely contributed to a contraction in market size.

From 2022 onward, the market continued to evolve. The entry of new players such as TheElementCBD in 2022 intensified competition. Portuguese companies maintained investments in sustainable and innovative products, responding to environmental regulations. Despite these developments, the market volume in physical terms declined further in 2023 and 2024, while the market value rose in 2023 due to higher product prices before falling again in 2024.

Table of content

1. Disclaimer
2. Terms of use of the report
3. Product codes in the statistical classifications used in the report
4. Key Market Indicators
1. 4.1. In kind
  1. 4.1.1. Production, 2020-2021, 2023-2024
  2. 4.1.2. Imports, 2018-2025
  3. 4.1.3. Exports, 2018-2025
  4. 4.1.4. Market size, 2020-2021, 2023-2024
2. 4.2. In value
  1. 4.2.1. Production, 2020-2021, 2023-2024
  2. 4.2.2. Imports, 2018-2025
  3. 4.2.3. Exports, 2018-2025
  4. 4.2.4. Market size, 2020-2021, 2023-2024
5. Production
1. 5.1. Production in Portugal
  1. 5.1.1. In kind, 2020-2021, 2023-2024, K t
  2. 5.1.2. In value, 2020-2021, 2023-2024, M $ US
2. 5.2. Production in the EU, 2018-2024
  1. 5.2.1. In kind, 2018-2024, K t
  2. 5.2.2. In value, 2018-2024, M $ US
6. Exports
1. 6.1. Exports (Direct Data)
  1. 6.1.1. Exports - Total information
  2. 6.1.2. Exports in kind, K t
    1. 6.1.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, K t
    2. 6.1.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, K t
    3. 6.1.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.1.3. Exports in value, M $ US
    1. 6.1.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, M $ US
    2. 6.1.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, M $ US
    3. 6.1.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.1.4. Average price of product's exports, $ US/t
    1. 6.1.4.1. Annual dynamics of average price of product's exports from Portugal, 2018-2025, $ US/t
    2. 6.1.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
2. 6.2. Exports (Mirror Data)
  1. 6.2.1. Exports - Total information
  2. 6.2.2. Exports in kind, K t
    1. 6.2.2.1. Annual dynamics of product's exports from Portugal in kind, 2018-2025, K t
    2. 6.2.2.2. Dynamics of product's exports in kind from Portugal by countries, 2018-2025, K t
    3. 6.2.2.3. Structure of product's exports in kind by countries, 2018-2025
  3. 6.2.3. Exports in value, M $ US
    1. 6.2.3.1. Annual dynamics of product's exports from Portugal in value, 2018-2025, M $ US
    2. 6.2.3.2. Dynamics of product's exports in value from Portugal by countries, 2018-2025, M $ US
    3. 6.2.3.3. Structure of product's exports in value by countries, 2018-2025
  4. 6.2.4. Average price of product's exports, $ US/t
    1. 6.2.4.1. Annual dynamics of average price of product's exports from Portugal, 2018-2025, $ US/t
    2. 6.2.4.2. Dynamics of average price of product's exports from Portugal by countries, 2018-2025, $ US/t
7. Imports
1. 7.1. Imports (Direct Data)
  1. 7.1.1. Imports - Total information
  2. 7.1.2. Imports in kind, K t
    1. 7.1.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, K t
    2. 7.1.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, K t
    3. 7.1.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.1.3. Imports in value, M $ US
    1. 7.1.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, M $ US
    2. 7.1.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, M $ US
    3. 7.1.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.1.4. Average price of product's imports, $ US/t
    1. 7.1.4.1. Annual dynamics of average price of product's imports to Portugal, 2018-2025, $ US/t
    2. 7.1.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
2. 7.2. Imports (Mirror Data)
  1. 7.2.1. Imports - Total information
  2. 7.2.2. Imports in kind, K t
    1. 7.2.2.1. Annual dynamics of product's imports to Portugal in kind, 2018-2025, K t
    2. 7.2.2.2. Dynamics of product's imports in kind to Portugal by countries, 2018-2025, K t
    3. 7.2.2.3. Structure of product's imports in kind by countries, 2018-2025
  3. 7.2.3. Imports in value, M $ US
    1. 7.2.3.1. Annual dynamics of product's imports to Portugal in value, 2018-2025, M $ US
    2. 7.2.3.2. Dynamics of product's imports in value to Portugal by countries, 2018-2025, M $ US
    3. 7.2.3.3. Structure of product's imports in value by countries, 2018-2025
  4. 7.2.4. Average price of product's imports, $ US/t
    1. 7.2.4.1. Annual dynamics of average price of product's imports to Portugal, 2018-2025, $ US/t
    2. 7.2.4.2. Dynamics of average price of product's imports to Portugal by countries, 2018-2025, $ US/t
8. Trade balance
1. 8.1. Trade balance (Direct Data)
  1. 8.1.1. In kind, K t
  2. 8.1.2. In value, M $ US
2. 8.2. Trade balance (Mirror Data)
  1. 8.2.1. In kind, K t
  2. 8.2.2. In value, M $ US
9. Top buying and selling countries, 2018-2025
1. 9.1. Direct Data
  1. 9.1.1. Import in Value by Countries-buyers
  2. 9.1.2. Export in Value by Countries-suppliers
2. 9.2. Mirror Data
  1. 9.2.1. Import in Value by Countries-buyers
  2. 9.2.2. Export in Value by Countries-suppliers

Production toilet paper, tissues and towels in Portugal

In value, 2018-2021, M $ US

In 2021, Portugal's output of toilet paper, tissues, and towels was valued at 374.9 million US dollars, marking a significant decline of 11.6% compared to the previous year.

Annual dynamics of production in Portugal in value, 2018-2021, M $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	n/a	n/a	(11.6%)	-

Source: SHEV.io

In kind, 2018-2021, K t

In 2021, Portugal produced 196.4 thousand tons of toilet paper, tissues, and towels, representing a decrease of 17.9% from the year before.

Annual dynamics of production in Portugal in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	n/a	n/a	(17.9%)	-

Source: SHEV.io

Exports toilet paper, tissues and towels from Portugal

Exports in kind, K t

After two years of growth, Portugal's exports of toilet paper, tissues, and towels declined in 2021, totaling 106.6 thousand tons—a 1.0% drop compared to 2020. Over the period from 2018 to 2021, exports rose by 14.5%, with a compound annual growth rate of 4.6%. The highest export volume was recorded in 2020 at 107.6 thousand tons, while the largest increase occurred in 2019 with a 12.2% rise.

Annual dynamics of product's exports from Portugal in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	12.2%	3.0%	(1.0%)	4.6%

Source: SHEV.io

From 2018 to 2021, Spain and France were the dominant partners in Portugal's export structure for toilet paper, tissues, and towels in kind, with other countries collectively making up the remaining share.

Structure of product's exports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Portugal in kind, 2018-2021

Source: SHEV.io

Exports in value, M $ US

Portugal's cross-border shipments of toilet paper, tissues, and towels increased for the third consecutive year in 2021, reaching 206.1 million US dollars—a 2.0% year-over-year growth. Between 2018 and 2021, exports grew by 15.9%, with a compound annual growth rate of 5.0%.

Annual dynamics of product's exports from Portugal in value, 2018-2021, M $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	5.7%	7.6%	2.0%	5.0%

Source: SHEV.io

During 2018–2021, Spain and France remained the primary destinations for Portugal's exports in value terms, jointly accounting for 83.8% of total flows, while other partners individually played a much smaller role.

Structure of product's exports in value by countries, 2018-2021

Source: SHEV.io

World map of product's exports from Portugal in value, 2018-2021

Source: SHEV.io

Imports toilet paper, tissues and towels to Portugal

Imports in kind, K t

Portugal's imports of toilet paper, tissues, and towels increased for the second year in a row in 2021, totaling 48.1 thousand tons—a solid 23.9% rise compared to the previous year. Over the 2018–2021 period, imports grew by 18%, with a compound annual growth rate of 5.7%. The lowest import volume was recorded in 2019 at 38.8 thousand tons, which also saw the largest decline of 10.2%.

Annual dynamics of product's imports to Portugal in kind, 2018-2021, K t

Parameter		2019	2020	2021	CAGR
1	Change from last year	(10.2%)	6.0%	23.9%	5.7%

Source: SHEV.io

From 2018 to 2021, Spain was the key supplier of toilet paper, tissues, and towels to Portugal, capturing 84.7% of total imports in kind, while a diverse group of other countries accounted for the rest.

Structure of product's imports in kind by countries, 2018-2021

Source: SHEV.io

World map of product's imports to Portugal in kind, 2018-2021

Source: SHEV.io

Imports in value, M $ US

After two years of contraction, Portugal's imports of toilet paper, tissues, and towels increased in 2021, amounting to 79.8 million US dollars—a robust 12.1% uptick compared to 2020. The lowest import value was recorded in 2020 at 71.2 million US dollars, following the largest decline of 11.4% in 2019.

Annual dynamics of product's imports to Portugal in value, 2018-2021, M $ US

Parameter		2019	2020	2021	CAGR
1	Change from last year	(11.4%)	(0.4%)	12.1%	(0.4%)

Source: SHEV.io

Over the 2018–2021 period, Spain consistently represented 84.2% of Portugal's total imports in value terms, highlighting a high concentration on this market, with the remainder distributed among other countries.

Structure of product's imports in value by countries, 2018-2021

Source: SHEV.io

World map of product's imports to Portugal in value, 2018-2021

Source: SHEV.io