Market evolution: Eau de toilette (CN 33030090) — 2015–2025

Introduction

This report analyses the evolution of European Union (EU) trade in toilet waters (customs code 33030090) with non-EU countries from 2015 to 2025. The EU is a dominant global player in this market, characterized by a large and growing trade surplus, a highly specialized production base, and a deepening integration into global supply chains. The period was marked by significant shifts in trade partnerships, diverging price trends for exports and imports, and notable volatility in certain bilateral relationships.

1. A Robust and Widening Trade Surplus

The EU consistently maintained a large positive trade balance in toilet waters throughout the period. This surplus expanded significantly, underpinned by stronger growth in export values compared to import values. The primary driver of this growth was a substantial increase in the average unit price of EU exports.

• Surplus Growth: The EU's trade surplus with the rest of the world grew by 34.0%, rising from approximately €3.76 billion in 2015 to over €5.04 billion in 2025. The surplus reached its peak in 2023 at nearly €5.23 billion. This confirms the EU's role as a net global supplier of high-value eau de toilette.

• Diverging Value and Volume Trends: While EU export values grew by 29.4% over the period, the quantity exported actually declined by 10.1%. This indicates that the growth in export value was almost entirely due to a 43.9% increase in the average export price (to €43,070 per tonne in 2025). Conversely, imports saw their value increase marginally (+2.4%) while their quantity grew by 40.3%, reflecting a 27.0% decrease in the average import price. This dynamic highlights the premium nature of EU exports compared to imports.

2. Shifting Global Partnerships and Geographic Concentration

The EU's trade relationships for toilet waters evolved, with a significant strengthening of ties with the United States and the United Arab Emirates, while traditional partners like the United Kingdom and Switzerland saw their relative importance diminish. The export market is more geographically diversified than the import market.

• Key Export Destinations: The United States solidified its position as the EU's top export market, with shipments growing by 64.0% to €1.13 billion. Significant growth was also recorded in exports to Türkiye (+88.6%), Mexico (+114.1%), and Singapore (+60.6%). The United Kingdom remained a major but stable market (-4.6%). Notably, the United Arab Emirates emerged as a critical import source for the EU, with its value increasing nearly sevenfold (+696.5%), becoming the largest single source of imports by 2025.

• Import Market Concentration: The concentration of EU imports (measured by the HHI index) decreased by 30% between 2015 and 2025, indicating a diversification of sources away from the United Kingdom and Switzerland. However, volatility in some partnerships remained high, particularly with the UAE and Switzerland on the import side, and China on the export side.

• Export Market Stability: EU export destinations showed less volatility. The top seven partners by value in 2025 accounted for a stable share, with the Herfindahl-Hirschman Index (HHI) for exports increasing only marginally (+11.5%).

3. Internal EU Dynamics: Specialization and Production Shifts

Within the EU, production of toilet waters is highly concentrated and specialized. The period saw a major shift in the ranking of exporting member states, with Spain emerging as the leading exporter, surpassing France. The EU's export propensity and trade intensity both increased substantially, highlighting the sector's openness and competitiveness.

• Production Specialization: Production is concentrated in a few member states. France and Spain are the most specialized producers, with high Revealed Symmetric Comparative Advantage (RSCA) scores. Italy and Poland also have a comparative advantage, while countries like Finland and Ireland show no specialization.

• Rise of Spain as an Export Powerhouse: While France remained the largest exporter by value in 2025 (€1.72 billion), its exports were stagnant (-0.3%). In contrast, Spain's export value surged by 155.1% to €2.21 billion, making it the EU's largest exporter. Germany's exports declined sharply (-54.3%), while Italy's more than doubled (+106.5%).

• Deepening Global Integration: The EU's export propensity (exports as a percentage of production) and trade intensity (total trade as a percentage of production) both increased significantly, by 72.5% and 61.7% respectively. This indicates that EU production became ever more oriented towards and dependent on international markets.

Conclusion

Over the 2015–2025 period, the EU consolidated its position as a net exporter of high-value toilet waters. This was achieved through a strategic focus on premiumization, as evidenced by rising export prices, rather than volume growth. The market witnessed a notable reorientation of trade flows: imports diversified away from traditional European partners towards the UAE, while exports strengthened to the United States and expanded into growth markets like Mexico and Türkiye. Internally, the production landscape shifted decisively, with Spain ascending to become the EU's leading exporter, reflecting broader changes in the competitive landscape within the bloc. Overall, the sector demonstrated strong resilience and an increasing orientation towards global markets, cementing the EU's role as a dominant supplier in the international eau de toilette trade.