Toilet paper, tissues and towels market in Romania

Earlier Report Observations

Over the period from 2018 to 2024, the Romanian market for toilet paper, tissues and towels expanded, supported early on by product range extension including the launch of wet toilet paper by major player Pehart Grup. Investments in production technology, exceeding €10 million in 2021, boosted output and contributed to double‑digit value growth across all market segments. Consumer preferences shifted towards softer, multi‑layered paper towels, fueling the premium segment.

A significant demand driver in 2022 was the large‑scale procurement by central and local state institutions, which built substantial stocks of toilet paper and related products. Concurrently, the global pulp crisis raised prices, making cost a key purchase factor and lifting demand for more affordable two‑layer family paper, while the wet wipes and facial tissue segments saw strong volume gains. By 2023, producers like Pehart Grup entered the Away‑from‑Home (AFH) market and focused on quality upgrades such as three‑ and four‑ply toilet paper, supporting continued value growth even as physical volumes stabilized.

By 2024, market volume reached 193 thousand tonnes, continuing the upward trend. Consumption growth was sustained by consumer preference for large packs and promotional offers, as well as the ongoing substitution of cloth wipes with paper towels perceived as more hygienic and sustainable.

Production toilet paper, tissues and towels in Romania

In value, 2017-2020, M $ US

In 2020, Romania's production of toilet paper, tissues, and towels was valued at 219.4 million US dollars, representing a 15.2% increase compared to 2019. Over the period from 2017 to 2020, production grew by 21.3%, with a compound annual growth rate of 6.7%.

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

In kind, 2017-2020, K t

In 2020, Romania produced 138.0 thousand tons of toilet paper, tissues, and towels, marking a moderate increase of 5.5% from the previous year.

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

Exports toilet paper, tissues and towels from Romania

Exports in kind, t

Romania's exports of toilet paper, tissues, and towels in volume terms declined for the third consecutive year. In 2020, exports amounted to 15,728 tons, down by 5.7% compared to 2019. Between 2017 and 2020, exports decreased by 38.9%, equating to an annualized rate of 15.1%.

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

From 2017 to 2020, Hungary, Czechia, and Poland were the main markets for Romania's exports of toilet paper, tissues, and towels in volume terms. Hungary accounted for 25.6% of exports, Czechia for 13.4%, and Poland for 11.8%, with these three countries jointly representing 50.8% of total export flows.

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

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

Exports in value, K $ US

Romania's exports of toilet paper, tissues, and towels in value terms declined for the third consecutive year. In 2020, exports amounted to 23,387 thousand US dollars, showing a slight decrease of 1.7% compared to 2019. Over the period from 2017 to 2020, exports decreased by 24.5%, with a compound annual growth rate of 9.0%.

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

From 2017 to 2020, Hungary, Czechia, and Poland formed the main group of destinations for Romania's exports of toilet paper, tissues, and towels in value terms. Hungary accounted for 22.8% of exports, Czechia for 17.3%, and Poland for 10.3%, with these three countries together representing 50.4% of total export flows.

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

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

Imports toilet paper, tissues and towels to Romania

Imports in kind, t

Romania's imports of toilet paper, tissues, and towels in volume terms increased for the third consecutive year. In 2020, imports were recorded at 43,121 tons, showing a slight gain of 0.9% from 2019. Between 2017 and 2020, imports grew by 21%, equating to an annualized rate of 6.6%.

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

From 2017 to 2020, imports of toilet paper, tissues, and towels to Romania in volume terms were widely dispersed across partner countries. Austria accounted for 23.8% of imports, Germany for 13.9%, and Bulgaria for 11.8%, with these three countries together representing 49.6% of total import flows.

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

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

Imports in value, K $ US

After a two-year increase, Romania's imports of toilet paper, tissues, and towels in value terms declined. In 2020, Romania imported approximately 76,959 thousand US dollars of these products, constituting a moderate decline of 4.4% compared to 2019. Over the period from 2017 to 2020, imports increased by 23.7%, with a compound annual growth rate of 7.4%. The maximum value was recorded in 2019 at 80,467 thousand US dollars, while the largest increase occurred in 2018 at 21.9%.

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

From 2017 to 2020, Germany, Austria, and Bulgaria together accounted for 51.8% of Romania's total imports of toilet paper, tissues, and towels in value terms, remaining the main sources. Germany represented 21.2% of imports, Austria 19.6%, and Bulgaria 11.1%.

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

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