Europe Paper Towel Market, By Product Type (Folded, Rolled), By Application (Consumer, Office, Restaurant, Hotel, Hospital, Others), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Europe Paper Towel Market was valued at USD 5.32 Billion in 2024 and is expected to reach USD 7.68 Billion by 2030 with a CAGR of 6.36% during the forecast period. Paper towels are frequently used in kitchens and bathrooms to ensure hygiene and cleanliness. Hand cleaning with paper towels and wipes is regarded as hygienic, as they efficiently absorb moisture from the hands and help prevent the spread of bacteria and viruses. As a result, these products are commonly preferred over electric hand dryers for maintaining hand hygiene. Manufacturers are primarily focused on expanding their production capacity for paper products like baby diapers, toilet tissue, hand towels, napkins, and more to meet the growing consumer demand for these items. India's tissue paper export market is primarily directed towards the United States, Sri Lanka, and the United Arab Emirates. In 2023-24, India produced 60,000 metric tonnes of tissue paper. Between March 2023 and February 2024, India exported 5,438 shipments of tissue paper. In 2023-24, India produced a total of 60,000 metric tonnes of tissue paper. However, the country's soft tissue paper production capacity is projected to grow by 200,000 tonnes per annum (TPA) by 2026, driven by new and expanded production capacities announced by various paper manufacturers.

Market Drivers

Increasing Hygiene Awareness

One of the key drivers of the Europe Paper Towel Market is the growing emphasis on hygiene and cleanliness. In recent years, particularly following the COVID-19 pandemic, consumers have become more conscious of maintaining clean and sanitary environments both at home and in public spaces. Paper towels are considered one of the most convenient, effective, and hygienic options for cleaning hands, surfaces, and spills, making them an essential product in households, offices, and commercial establishments. This heightened awareness of hygiene has led to an increase in demand for paper towels as consumers seek disposable and hygienic solutions to prevent the spread of germs, viruses, and bacteria. Additionally, the rise in health concerns has led many institutions, such as restaurants, hotels, and healthcare facilities, to adopt paper towels as part of their sanitation protocols. This growing hygiene consciousness, coupled with the increasing need for disposable products that help prevent contamination, has significantly contributed to the expansion of the European paper towel market.

Rising Demand for Convenient and Disposable Products

Another significant driver of the European paper towel market is the growing preference for convenience and disposable products in modern lifestyles. As people become busier and the pace of life accelerates, there is a growing desire for quick, easy, and efficient solutions to daily cleaning tasks. Paper towels fit this need perfectly, offering a simple way to clean surfaces, wipe hands, and handle messes without the need for washing and reusing cloth towels. In addition, paper towels are widely used in commercial settings like restaurants, offices, and public washrooms, where quick clean-up and disposable solutions are needed to maintain cleanliness efficiently. The increasing demand for these single-use products, driven by their ability to be discarded after use, has led to the continuous growth of the market. Consumers appreciate the convenience and speed that paper towels offer, especially for everyday cleaning tasks like drying hands, cleaning kitchen surfaces, and wiping spills, making them a staple in both households and businesses across Europe.

Growing Shift Towards Eco-friendly and Sustainable Products

The shift towards eco-friendly and sustainable products is another major driver of the Europe Paper Towel Market. As environmental concerns grow and sustainability becomes a key focus for both consumers and businesses, there is an increasing demand for paper towels made from recycled materials or those produced with environmentally friendly processes. European consumers, in particular, are highly conscious of their environmental impact and are more likely to opt for products that align with their sustainability values. Manufacturers in the paper towel market have responded by introducing products made from 100% recycled paper or sustainable sources, minimizing deforestation and reducing the overall environmental footprint. These products are often marketed as eco-friendly alternatives to traditional paper towels, appealing to environmentally-conscious consumers. In 2024, Mondi has partnered with Veyzle, WEPA, and Soprema to repurpose release liner waste from its production sites in the Netherlands and Germany. This collaboration has reduced 95% of waste at these locations. The waste is now being used as secondary raw material for paper products like toilet paper and paper towels, as well as insulation materials. Veyzle processes and shreds the waste, which is then sent to WEPA for repulping into hygiene products. Soprema uses it in cellulose wadding for energy-efficient building insulation. This initiative supports Mondi’s MAP2030 sustainability goals by conserving resources and enhancing the use of recycled materials in production. 

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Key Market Challenges

Environmental Concerns and Sustainability Issues

One of the major challenges facing the Europe Paper Towel Market is the growing environmental concerns related to paper production. While paper towels are essential for hygiene and convenience, their production can have a significant environmental impact. The process of manufacturing paper towels typically involves the use of trees, water, and energy. As a result, the paper towel industry has been criticized for contributing to deforestation, water waste, and high energy consumption. The environmental implications of using raw materials from unsustainable sources, as well as the overall carbon footprint of production, have prompted increased scrutiny from consumers and environmental organizations. In response, there is a growing demand for eco-friendly and sustainable paper towels made from recycled materials or sustainably sourced wood. However, manufacturing these products often presents challenges related to cost and availability. Paper towels made from recycled fibers, for example, tend to be more expensive to produce due to the additional processes required for recycling, which may increase the overall cost to consumers. Despite the shift toward sustainability, the challenges associated with sourcing eco-friendly materials and developing greener production processes continue to be a significant barrier for the industry.

Rising Raw Material and Production Costs

The cost of raw materials and production is another critical challenge for the Europe Paper Towel Market. The price of paper pulp, a key ingredient in paper towel production, has fluctuated significantly in recent years. Factors such as the global supply and demand for wood pulp, economic instability, and disruptions in supply chains have led to volatility in material costs. This can directly impact the pricing structure of paper towels, making them more expensive for both consumers and manufacturers. As the cost of production rises, manufacturers may struggle to maintain profitability while keeping prices competitive. Additionally, as more consumers demand higher-quality or eco-friendly paper towels, manufacturers are required to invest in advanced production technologies and sustainable sourcing practices. This, in turn, raises production costs further, making it harder for companies to remain competitive. For instance, producing paper towels made from 100% recycled materials or adopting biodegradable packaging can be more expensive than conventional production methods. While these investments may be beneficial in the long term from a sustainability standpoint, the immediate financial burden can be challenging for businesses, especially smaller companies in the market.

Key Market Trends

Rising Demand for Eco-friendly and Sustainable Products

One of the major trends driving the Europe Paper Towel Market is the increasing consumer demand for environmentally friendly and sustainable products. As awareness around environmental issues grows, particularly concerning deforestation, waste management, and carbon emissions, European consumers are shifting toward products that align with their sustainability values. In the context of paper towels, this trend is reflected in the growing preference for products made from recycled materials, chlorine-free bleaching processes, and sustainable sourcing practices. Manufacturers are responding to this demand by introducing paper towels that are made from 100% recycled paper, as well as biodegradable or compostable options. Many brands now promote eco-friendly credentials, such as using post-consumer recycled fibers, to appeal to environmentally-conscious consumers. This trend is also reflected in the packaging of paper towels, where brands are moving away from plastic packaging in favor of recyclable or biodegradable materials. Essity has introduced its first straw-based toilet paper into the German market, marking a significant step in its sustainability efforts. The product is made using wheat straw, a renewable resource, rather than the traditional wood pulp. This innovation is part of Essity’s broader commitment to reducing its environmental impact and improving sustainability in its product offerings.

Shift Towards Premium Products and Value-added Features

Another trend in the Europe Paper Towel Market is the increasing demand for premium paper towel products that offer added value in terms of performance, design, and additional features. As consumers become more discerning, there is a growing preference for higher-quality paper towels that offer greater absorbency, softness, and durability. Premium paper towels are particularly popular in household and commercial segments, where consumers are willing to pay more for products that enhance their cleaning experience. Premium paper towels often come with features such as embossed textures, larger sheet sizes, and higher ply counts, providing superior absorbency and strength for tougher cleaning tasks. There is also an increasing focus on “luxury” or “designer” paper towels, which are marketed as being softer and more absorbent than regular products, making them desirable for consumers who want to invest in quality. Additionally, some brands are introducing scented or hypoallergenic options to cater to consumers with sensitive skin or specific preferences. In the commercial market, businesses are demanding high-performance paper towels for their washrooms and kitchens, further driving the growth of the premium segment.

E-commerce and Online Shopping Growth

The increasing popularity of online shopping is a significant trend shaping the Europe Paper Towel Market. The convenience and accessibility offered by e-commerce platforms are transforming how consumers purchase everyday items, including paper towels. The rise of online retailing, driven by convenience and competitive pricing, is allowing consumers to explore a wide range of paper towel brands and products from the comfort of their homes. This is particularly evident in countries across Europe, where e-commerce adoption has grown significantly in recent years. The e-commerce trend has also led to more targeted marketing and customization of products, with many brands now offering subscription services or bulk buying options for paper towels. Consumers can opt for regular deliveries at discounted prices, making it convenient to stock up on their preferred products without having to visit physical stores. Additionally, online platforms give brands the ability to promote eco-friendly products more effectively, reaching consumers who prioritize sustainability. The ability to compare products, read reviews, and access detailed product information is further encouraging consumers to make informed purchasing decisions.

Segmental Insights

Product Type Insights

In the Europe Paper Towel Market, the rolled product type dominates. Rolled paper towels are widely preferred due to their convenience, ease of use, and longer-lasting nature. They are commonly used in both household and commercial settings, such as offices, hotels, restaurants, and public restrooms. Rolled paper towels provide a continuous supply of sheets, making them ideal for high-traffic areas where frequent use is required. They are also typically more cost-effective compared to folded alternatives, especially in commercial environments, as they reduce the frequency of refills and allow for more efficient usage. Additionally, rolled paper towels are available in various ply levels, providing options for different needs in terms of absorbency and durability. The flexibility in design, such as perforated rolls or large roll options, has contributed to their widespread adoption, making them the preferred choice for both consumers and businesses. The dominance of rolled paper towels in the European market is further driven by the preference for convenience and cost-efficiency in cleaning products.

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Country Insights

Germany is the dominant country in the Europe Paper Towel Market, driven by its robust economy, high consumer demand, and advanced retail infrastructure. As one of the largest economies in Europe, Germany has a well-established market for hygiene products, with paper towels being essential in both residential and commercial sectors. The country’s strong focus on hygiene, particularly in the wake of the COVID-19 pandemic, has increased the demand for paper towels, as consumers prioritize cleanliness and convenience. Germany also has a highly developed e-commerce sector, where consumers can easily access a wide range of paper towel products from various brands. The growing preference for online shopping, combined with competitive pricing, contributes significantly to the market's expansion. Furthermore, the German market exhibits a high demand for sustainable and eco-friendly paper towels, prompting manufacturers to innovate and introduce environmentally friendly options, such as recycled and biodegradable products. The commercial sector in Germany, including offices, hotels, and restaurants, also plays a vital role in driving the demand for paper towels. With businesses increasingly focusing on hygiene standards, the demand for high-quality, efficient, and cost-effective paper towel solutions continues to rise.

Recent Developments

• In 2024, Sofidel, a tissue paper manufacturer, has launched its maxi toilet paper rolls across key locations in Europe. These new products are designed to meet the increasing consumer demand for more sustainable and efficient tissue solutions. The maxi rolls are targeted to provide better value, offering longer-lasting use compared to regular rolls.
• In 2025, The University of Mannheim highlights an initiative to recycle used paper towels, transforming them into new products. The effort focuses on reusing these towels, which are typically discarded after single use, to reduce waste and support sustainability. The research behind this process aims to create an eco-friendly solution for recycling paper towels. By collecting, processing, and reusing these towels, the initiative not only contributes to reducing environmental impact but also creates a model for other industries to follow in terms of circular economy practices.
• In 2024, Accrol Papers has teamed up with Procter & Gamble (P&G) to launch the Flash Kitchen Roll in the UK. This product is marketed as a premium, quick-absorbing kitchen paper roll. The Flash Kitchen Roll aims to offer convenience, reliability, and high performance for everyday use, especially in kitchen environments. The partnership intends to provide consumers with an efficient cleaning solution while maintaining sustainability.

Key Market Players

• Essity AB
• SOFIDEL GROUP
• WEPA Hygieneprodukte GmbH
• Kimberly Clark Corporation
• Metsa Tissue
• Industrie Cartarie Tronchetti S.p.A.
• Lucart S.p.A.
• Cartiere Carrara S.p.A.
• INDUSTRIE CALTEX SPA
• Star Tissue UK Limited  

Report Scope:

In this report, the Europe Paper Towel Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•  Europe Paper Towel Market, By Product Type:

o   Folded

o   Rolled

·         Europe Paper Towel Market, By Application:

o   Consumer

o   Office

o   Restaurant

o   Hotel

o   Hospital

o   Others

·          Europe Paper Towel Market, By Country:

o   Germany

o   United Kingdom

o   France

o   Italy

o   Spain

o   Rest of Europe

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Europe Paper Towel Market.

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Europe Paper Towel Market report with the given market data, Tech Sci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).