Feb 26, 2025
IndexBox has just published a new report: EU - Household And Sanitary Articles of Paper - Market Analysis, Forecast, Size, Trends And Insights.
The European Union's market for household and sanitary paper products is expected to see a steady rise in demand over the next decade, with a projected CAGR of +1.8% in volume and +3.3% in value from 2024 to 2035. This growth trend indicates a promising future for the industry in the region.
Market Forecast
Driven by rising demand for household and sanitary articles of paper in the European Union, the market is expected to start an upward consumption trend over the next decade. The performance of the market is forecast to increase slightly, with an anticipated CAGR of +1.8% for the period from 2024 to 2035, which is projected to bring the market volume to 9.6M tons by the end of 2035.
In value terms, the market is forecast to increase with an anticipated CAGR of +3.3% for the period from 2024 to 2035, which is projected to bring the market value to $29B (in nominal wholesale prices) by the end of 2035.
Consumption
European Union's Consumption of Household and Sanitary Articles of Paper
In 2024, the amount of household and sanitary articles of paper consumed in the European Union skyrocketed to 7.9M tons, jumping by 38% on the year before. Overall, consumption, however, recorded a relatively flat trend pattern. Over the period under review, consumption of hit record highs at 9.9M tons in 2020; however, from 2021 to 2024, consumption failed to regain momentum.
The revenue of the market for household and sanitary articles of paper in the European Union soared to $20.3B in 2024, growing by 24% against the previous year. This figure reflects the total revenues of producers and importers (excluding logistics costs, retail marketing costs, and retailers' margins, which will be included in the final consumer price). Over the period under review, consumption continues to indicate a relatively flat trend pattern. The level of consumption peaked at $23.5B in 2022; however, from 2023 to 2024, consumption stood at a somewhat lower figure.
Consumption By Country
The countries with the highest volumes of consumption in 2024 were Italy (1.3M tons), Germany (1.3M tons) and Spain (946K tons), with a combined 46% share of total consumption. Poland, France, the Netherlands, the Czech Republic, Sweden and Greece lagged somewhat behind, together comprising a further 35%.
From 2013 to 2024, the biggest increases were recorded for the Czech Republic (with a CAGR of +11.1%), while paper for the other leaders experienced more modest paces of growth.
In value terms, Germany ($3.4B), Italy ($3.4B) and Spain ($2.4B) appeared to be the countries with the highest levels of market value in 2024, together comprising 46% of the total market. France, Poland, the Czech Republic, the Netherlands, Sweden and Greece lagged somewhat behind, together comprising a further 35%.
The Czech Republic, with a CAGR of +13.5%, recorded the highest rates of growth with regard to market size in terms of the main consuming countries over the period under review, while paper for the other leaders experienced more modest paces of growth.
The countries with the highest levels of household and sanitary articles of paper per capita consumption in 2024 were the Czech Republic (37 kg per person), the Netherlands (31 kg per person) and Sweden (25 kg per person).
From 2013 to 2024, the biggest increases were recorded for the Czech Republic (with a CAGR of +10.9%), while paper for the other leaders experienced more modest paces of growth.
Production
European Union's Production of Household and Sanitary Articles of Paper
In 2024, production of household and sanitary articles of paper in the European Union skyrocketed to 8.9M tons, rising by 45% compared with 2023. Overall, production, however, continues to indicate a relatively flat trend pattern. Over the period under review, production of hit record highs at 10M tons in 2020; however, from 2021 to 2024, production failed to regain momentum.
In value terms, production of household and sanitary articles of paper surged to $20.9B in 2024 estimated in export price. Over the period under review, production continues to indicate a relatively flat trend pattern. Over the period under review, production of hit record highs at $24.5B in 2022; however, from 2023 to 2024, production failed to regain momentum.
Production By Country
The countries with the highest volumes of production in 2024 were Italy (1.7M tons), Germany (1.3M tons) and the Netherlands (1.1M tons), together accounting for 47% of total production. Poland, Spain, France, Sweden, the Czech Republic, Portugal and Greece lagged somewhat behind, together accounting for a further 41%.
From 2013 to 2024, the most notable rate of growth in terms of paper, amongst the leading producing countries, was attained by the Czech Republic (with a CAGR of +20.9%), while paper for the other leaders experienced more modest paces of growth.
Imports
European Union's Imports of Household and Sanitary Articles of Paper
In 2024, supplies from abroad of household and sanitary articles of paper decreased by -25.7% to 1.9M tons for the first time since 2021, thus ending a two-year rising trend. Over the period under review, imports showed a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 when imports increased by 7.5%. Over the period under review, imports of hit record highs at 2.6M tons in 2023, and then contracted sharply in the following year.
In value terms, imports of household and sanitary articles of paper shrank markedly to $5B in 2024. Overall, imports, however, showed a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 with an increase of 22%. Over the period under review, imports of attained the maximum at $7B in 2023, and then contracted remarkably in the following year.
Imports By Country
In 2024, Germany (349K tons), followed by France (216K tons), the Netherlands (215K tons), the Czech Republic (141K tons), Spain (129K tons), Belgium (111K tons) and Austria (88K tons) were the major importers of household and sanitary articles of paper, together comprising 65% of total imports. The following importers - Denmark (77K tons), Ireland (74K tons) and Sweden (64K tons) - together made up 11% of total imports.
From 2013 to 2024, the biggest increases were recorded for the Netherlands (with a CAGR of +5.0%), while purchases for the other leaders experienced more modest paces of growth.
In value terms, the largest household and sanitary articles of paper importing markets in the European Union were Germany ($842M), France ($593M) and the Netherlands ($523M), with a combined 39% share of total imports.
Among the main importing countries, the Netherlands, with a CAGR of +4.7%, recorded the highest growth rate of the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.
Import Prices By Country
The import price in the European Union stood at $2,630 per ton in 2024, declining by -3.3% against the previous year. Over the last eleven years, it increased at an average annual rate of +1.2%. The pace of growth was the most pronounced in 2022 when the import price increased by 14%. Over the period under review, import prices reached the peak figure at $2,718 per ton in 2023, and then reduced slightly in the following year.
Average prices varied somewhat amongst the major importing countries. In 2024, major importing countries recorded the following prices: in Belgium ($3,160 per ton) and Ireland ($3,041 per ton), while the Czech Republic ($2,324 per ton) and Germany ($2,412 per ton) were amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Belgium (+2.6%), while the other leaders experienced more modest paces of growth.
Exports
European Union's Exports of Household and Sanitary Articles of Paper
In 2024, the amount of household and sanitary articles of paper exported in the European Union shrank to 2.9M tons, declining by -2.5% on 2023 figures. The total export volume increased at an average annual rate of +1.1% from 2013 to 2024; the trend pattern remained consistent, with only minor fluctuations being recorded in certain years. The most prominent rate of growth was recorded in 2022 with an increase of 6.2% against the previous year. As a result, the exports attained the peak of 3M tons. From 2023 to 2024, the growth of the exports of remained at a lower figure.
In value terms, exports of household and sanitary articles of paper dropped markedly to $5.8B in 2024. Over the period under review, exports, however, recorded a relatively flat trend pattern. The pace of growth was the most pronounced in 2022 with an increase of 22%. The level of export peaked at $8.1B in 2023, and then fell dramatically in the following year.
Exports By Country
The Netherlands represented the major exporting country with an export of around 819K tons, which reached 29% of total exports. Germany (371K tons) held a 13% share (based on physical terms) of total exports, which put it in second place, followed by Italy (12%), Poland (9.3%), France (6.7%), Spain (5.3%), Sweden (4.7%) and Portugal (4.6%).
The Netherlands was also the fastest-growing in terms of the household and sanitary articles of paper exports, with a CAGR of +20.7% from 2013 to 2024. At the same time, Portugal (+6.9%) and Spain (+2.2%) displayed positive paces of growth. Poland and Sweden experienced a relatively flat trend pattern. By contrast, Italy (-2.3%), France (-2.6%) and Germany (-4.0%) illustrated a downward trend over the same period. While the share of the Netherlands (+25 p.p.) and Portugal (+2.1 p.p.) increased significantly in terms of the total exports from 2013-2024, the share of France (-3.4 p.p.), Italy (-5.5 p.p.) and Germany (-9.8 p.p.) displayed negative dynamics. The shares of the other countries remained relatively stable throughout the analyzed period.
In value terms, Germany ($1.2B), Italy ($888M) and Poland ($609M) were the countries with the highest levels of exports in 2024, together accounting for 46% of total exports. France, the Netherlands, Sweden, Spain and Portugal lagged somewhat behind, together comprising a further 34%.
In terms of the main exporting countries, Portugal, with a CAGR of +9.6%, recorded the highest rates of growth with regard to the value of exports, over the period under review, while shipments for the other leaders experienced more modest paces of growth.
Export Prices By Country
In 2024, the export price in the European Union amounted to $2,031 per ton, falling by -26.2% against the previous year. In general, the export price showed a relatively flat trend pattern. The growth pace was the most rapid in 2022 when the export price increased by 14% against the previous year. Over the period under review, the export prices reached the maximum at $2,753 per ton in 2023, and then dropped dramatically in the following year.
Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Germany ($3,115 per ton), while the Netherlands ($495 per ton) was amongst the lowest.
From 2013 to 2024, the most notable rate of growth in terms of prices was attained by Portugal (+2.5%), while the other leaders experienced more modest paces of growth.
Source: IndexBox Market Intelligence Platform
