Europe Tissue and Hygiene Paper Market, By Product Type (Feminine Hygiene, Household Paper, Paper Tissues, Toilet Paper, Others), By Raw Material (Kraft, Recycled, Sulfite, Others), By Country, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

Europe Tissue and Hygiene Paper Market was valued at USD 51.49 Billion in 2024 and is expected to reach USD 62.79 Billion by 2030 with a CAGR of 3.42% during the forecast period. Tissue and hygiene papers are lightweight and creped, designed for cosmetic, personal care, cleaning, and hygiene purposes. These products include facial tissues, towels, facial masks, toilet paper, napkins, diapers, and sanitary pads. According to the European Tissue Symposium (European Tissue Paper Association), Europe accounts for over 25% of the global tissue market. Advances in tissue manufacturing technology, optimized raw material use, and the recyclability of used tissues are expected to further enhance the design of tissue products and their dispensing methods.

The growing and aging population in the United Kingdom has led to an increasing demand for hygiene products. UK manufacturers produce a wide range of products, from premium branded tissues focusing on quality to more affordable generic tissue grades. Many mills in the country are equipped with de-inking plants that process recycled paper fiber to produce tissue products. According to a report by the Office for National Statistics (UK) published in July 2023, sales of toilet paper by manufacturers in the country rose from 742 thousand tons to 849 thousand tons. This increase of over 100 thousand tons in just three years reflects a significant surge in the demand for toilet paper across the UK.

Market Drivers

Rising Hygiene Awareness and Health Consciousness

The growing emphasis on hygiene and cleanliness is one of the key drivers of the Europe tissue and hygiene paper market. This trend has been significantly influenced by the global COVID-19 pandemic, which heightened awareness about the importance of personal hygiene, sanitation, and infection control. Consumers are increasingly opting for tissue products such as toilet paper, facial tissues, and paper towels to maintain cleanliness in their homes, workplaces, and public spaces. In both residential and commercial sectors, the use of tissue products has become an essential part of daily routines, driven by the desire to minimize the risk of contamination and spread of infections. As a result, there has been an uptick in demand for high-quality hygiene products, ensuring cleanliness and better health standards. Healthcare and foodservice industries are particularly important in driving this demand, as they require disposable and hygienic paper products to maintain sanitary environments for both employees and customers. The market for tissue and hygiene paper is expected to continue expanding as consumers and institutions place increasing value on health, hygiene, and safety.

Growing Demand for Sustainable and Eco-Friendly Products

Sustainability is a major driver in the Europe tissue and hygiene paper market. As environmental concerns grow, consumers and manufacturers alike are looking for ways to reduce their environmental footprint. This has led to a significant shift towards eco-friendly tissue products, such as those made from recycled paper or sustainable sources like bamboo. The preference for biodegradable, recyclable, and compostable tissue products is particularly prominent in European countries, where there is a strong push for environmental responsibility and sustainable living. Regulatory pressure from the European Union to reduce carbon emissions and the use of single-use plastics has further encouraged the market to innovate and create eco-friendly alternatives. Consumers are increasingly willing to pay a premium for products that are sustainably sourced, manufactured, and packaged. Additionally, businesses across various sectors, including hospitality, retail, and foodservice, are opting for sustainable tissue products to align with corporate social responsibility (CSR) goals and appeal to environmentally conscious consumers. This demand for sustainable hygiene products is expected to continue influencing the market as consumers become more aware of environmental issues, including deforestation and pollution.

Innovation and Product Diversification

Innovation and diversification in product offerings are key drivers of growth in the European tissue and hygiene paper market. Manufacturers are continuously introducing new and improved products to cater to evolving consumer preferences. This includes innovations such as softer, stronger, and more absorbent tissue products, which enhance the consumer experience. Additionally, the market is witnessing the launch of specialized tissue products, such as hypoallergenic tissues, antibacterial paper towels, and products designed for specific skin types. This diversification caters to both the growing demand for comfort and functionality and the increasing awareness of sensitive skin and health-conscious consumers. Moreover, the development of more convenient and space-saving product formats, such as compact toilet rolls and dispensers, is helping to capture new consumer segments, particularly in urban areas where space is limited. The introduction of scented tissues, eco-friendly packaging, and the use of natural fibers also reflect the ongoing innovation in the market. These innovations help manufacturers differentiate their products and meet the needs of consumers who seek quality, convenience, and sustainability in tissue and hygiene products. 

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Key Market Challenges

Raw Material Price Fluctuations

One of the major challenges facing the Europe tissue and hygiene paper market is the fluctuation in raw material prices. The primary raw materials for producing tissue and hygiene paper include wood pulp, recycled paper, and other cellulose fibers. Price volatility in these materials, driven by factors like supply chain disruptions, fluctuating raw material costs, and global demand, poses significant challenges for manufacturers. Increased production costs due to rising raw material prices may lead to higher prices for consumers, potentially reducing demand. For example, any instability in the availability of wood pulp, caused by environmental issues, deforestation regulations, or changes in global trade policies, directly impacts the paper production costs. Additionally, manufacturers that rely on recycled paper face challenges with the availability of quality recyclable materials, especially as collection systems vary across countries. These challenges can impact the profitability of manufacturers and force them to pass on increased costs to consumers, which may influence purchasing behavior. Moreover, companies need to continuously monitor global commodity markets to anticipate price shifts and manage cost structures effectively.

Environmental Regulations and Compliance

Environmental concerns and the growing regulatory landscape around sustainability present a significant challenge to the European tissue and hygiene paper market. In recent years, governments across Europe have implemented stricter environmental regulations regarding packaging, production processes, and the use of natural resources. The European Union has introduced ambitious targets for reducing carbon emissions, increasing the use of recycled content, and minimizing waste, which directly impacts the tissue and hygiene paper industry. Manufacturers are required to adapt their processes to comply with these regulations, which can incur significant costs. For example, sourcing and using recycled paper may be more expensive than using virgin wood pulp, and it requires a well-developed recycling infrastructure. Moreover, the increasing ban on single-use plastic packaging, such as plastic-wrapped toilet rolls or tissue packs, requires manufacturers to invest in eco-friendly and biodegradable alternatives. While these regulations promote sustainability and environmental responsibility, they also put pressure on manufacturers to invest in innovation, adopt greener technologies, and reform their supply chains, which can increase production costs.

Key Market Trends

Rising Demand for Eco-friendly and Sustainable Products

Sustainability is one of the most prominent trends in the European tissue and hygiene paper market. With growing environmental concerns, consumers and businesses are increasingly opting for eco-friendly products that use recycled materials and sustainable production methods. In response to these preferences, manufacturers are innovating to produce biodegradable, recyclable, and compostable tissue products. Many companies are turning to sustainable raw materials, such as FSC-certified paper or bamboo, to produce tissue products, thus reducing their carbon footprint. The shift towards eco-friendly products is further supported by stricter European Union regulations, which aim to reduce carbon emissions and increase the use of recycled content. Moreover, consumers, particularly in Western Europe, are increasingly willing to pay a premium for products that meet these sustainability standards. Brands that are able to demonstrate transparency in sourcing, production, and packaging stand to gain a competitive edge. The demand for sustainable tissue and hygiene paper products is driving innovations in packaging, such as plastic-free or biodegradable packaging, and encouraging companies to adopt environmentally responsible practices.

Increase in Premium and Specialized Products

Another key trend in the European tissue and hygiene paper market is the growing demand for premium and specialized products. Consumers are becoming more discerning about the quality of tissue products, seeking products that offer superior softness, strength, and absorbency. This demand for high-quality tissue products is particularly visible in segments such as toilet paper, facial tissues, and paper towels. As consumers become more health-conscious, there is a growing preference for hypoallergenic, dermatologically tested, and fragrance-free options, especially for sensitive skin. Additionally, there is a rising trend for specialized paper products designed for specific purposes, such as antibacterial paper towels, eco-friendly wipes, and tissue products with added moisturizers or soothing properties. This trend is driven by a desire for products that deliver enhanced comfort, functionality, and convenience. Manufacturers are responding by developing differentiated products that offer added value, such as thicker sheets, more layers, and innovative packaging solutions. The rise in demand for premium and specialized tissue products reflects a broader trend towards quality and personalized consumer experiences, with consumers willing to pay more for products that meet their specific needs.

Segmental Insights

Product Type Insights

In the Europe Tissue and Hygiene Paper Market, toilet paper was the dominant product type. Toilet paper has consistently held the largest market share due to its essential nature and widespread use in households, offices, and public spaces. It is considered a staple product, making it a high-demand item across various regions in Europe. The growing focus on hygiene and sanitation has further fueled the demand for toilet paper. Additionally, the increasing awareness regarding the importance of personal care, coupled with the expanding population in urban areas, has led to a steady rise in toilet paper consumption. The market for toilet paper is also driven by innovations in product offerings, such as eco-friendly, sustainable, and premium toilet papers with features like extra softness, strength, and absorbency. Furthermore, the rise of online sales and subscription-based delivery models has contributed to the growth of the toilet paper segment. Overall, toilet paper remains the most significant product category in the tissue and hygiene paper market, accounting for the largest share in terms of both value and volume. 

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Country Insights

Germany was the dominant country in the Europe Tissue and Hygiene Paper Market, owing to its robust manufacturing sector, high demand, and strong consumer base. As Europe's largest economy, Germany has a well-established tissue and hygiene paper industry that benefits from advanced production technologies, efficient distribution channels, and a mature consumer market. The country’s large population, along with its high living standards and strong emphasis on hygiene, drives continuous demand for tissue and hygiene paper products, including toilet paper, paper towels, napkins, and facial tissues. Germany's leadership in the market is also attributed to its proactive approach to sustainability. Many German manufacturers have incorporated eco-friendly practices, including the use of recycled materials and the adoption of energy-efficient production methods, aligning with the increasing consumer preference for environmentally responsible products. The demand for premium and specialized tissue products, such as hypoallergenic, fragrance-free, and sustainable options, is also particularly high in Germany. Moreover, the country benefits from a strong retail presence and widespread availability of tissue products, with major retail chains, supermarkets, and e-commerce platforms offering a variety of brands and product types. The growing trend of online shopping and direct-to-consumer delivery models has also bolstered Germany’s position in the Europe tissue market.

Recent Developments

• In 2024, Metsa Tissue expanded its production capacity in Finland for locally manufactured Lambi Home Towel household towels and sheets. The investment in a new packaging line will enhance the efficiency of the Mänttä hand towel production, increasing the capacity for paper towel sheets and hand towels while ensuring broader product availability.
• In 2024, WEPA acquired Star Tissue UK, a hygiene paper company located in Blackburn, Lancashire. The newly acquired business will operate under the name WEPA Professional UK, reflecting WEPA’s strategic aim to strengthen its position in the UK professional hygiene market.
• In 2024, Aldi, a supermarket chain, launched trials to double the sheets per toilet roll in select own-brand lines, aiming to eliminate 60 tonnes of plastic packaging annually and reduce emissions during delivery. By offering double toilet rolls, the retailer expects to minimize packaging size and optimize truck space, allowing more packs to fit into delivery trucks. This change would result in fewer vehicles on the road and fewer trips needed to transport products to stores. These double toilet rolls will be trialed in regions including the West Midlands, East Midlands, Yorkshire, and other areas of the United Kingdom.
• In 2023, Partners Group, a global private markets firm, acquired Velvet CARE, one of Central Europe's fastest-growing consumer tissue producers, from Abris Capital Partners. The firm plans to enhance the company’s value through strategic initiatives such as expansion in Central Europe and other regions. Velvet CARE is one of Central Europe's largest producers of hygiene tissue products, including toilet paper and other tissue hygiene items.

Key Market Players

• Sofidel Group
• Kimberly Clark Corporation
• WEPA Hygieneprodukte GmbH
• Metsa Group
• Industrie Cartarie Tronchetti SpA
• Lucart SpA
• Essity AB
• The  Procter & Gamble Company
• Cartiere Carrara SpA
• Industrie Celtex SpA  

Report Scope:

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

•  Europe Tissue and Hygiene Paper Market, By Product Type:

o   Feminine Hygiene

o   Household Paper

o   Paper Tissues

o   Toilet Paper

o   Others

•        Europe Tissue and Hygiene Paper Market, By Raw Material:

o   Kraft

o   Recycled

o   Sulfite

o   Others

•         Europe Tissue and Hygiene Paper 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 Tissue and Hygiene Paper Market.

Available Customizations:

Europe Tissue and Hygiene Paper Market report with the given market data, TechSci 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).

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