The Europe tissue and hygiene paper market comprises tissue paper products used for various hygienic and sanitation purposes such as toilet paper, facial tissues, paper towels, napkins, and disposable diapers. The wide range of applications of these products in daily life has propelled their demand across Europe. Moreover, the growing emphasis on personal hygiene and wellness has augmented the sales of tissue and hygiene paper products among European consumers. Tissue and hygiene papers are recycled papers that decompose quickly and do not contaminate the environment. The escalating worries regarding plastic waste disposal and environmental protection have accelerated the shift towards sustainable sanitation solutions like tissue and paper towels in Europe.
The Global Europe Tissue and Hygiene Paper Market is estimated to be valued at US$ 60.14 Bn in 2024 and is expected to exhibit a CAGR of 8.4% over the forecast period 2024 to 2031.
Key Takeaways
Key players operating in The Europe Tissue And Hygiene Paper Market are AbbVie,Lundbeck,Eisai,Pfizer,Merck & Co., Inc.,Novartis,AstraZeneca,GlaxoSmithKline,Acorda Therapeutics,Ceretec. These companies have extensive manufacturing and distribution networks in Europe and offer a wide variety of tissue and hygiene paper products.
The growing demand for sustainable sanitation products amid rising environmental awareness is a major factor driving the growth of the Europe tissue and hygiene paper market. European consumers are increasingly preferring biodegradable alternatives to plastic-based sanitation solutions due to stringent regulations against plastic pollution. The demand for recycled tissue and hygiene papers is expected to surge over the forecast period owing to their environment-friendly characteristics.
Moreover, the expanding operations of leading tissue and hygiene paper manufacturers across Europe will further aid the regional market expansion over the next few years. Leading companies are focusing on strategic acquisitions and partnerships with local players to augment their presence in high-growth European countries. Additionally, the launch of innovative product varieties incorporating sustainability features is estimated to foster the Europe tissue and hygiene paper market growth until 2031.
Market Key Trends
One of the key trends gaining momentum in the Europe tissue and hygiene paper market is the rising product innovation led by sustainability goals. Major players are increasingly investing in R&D activities to develop novel tissue and paper towel varieties using recycled content, eco-friendly raw materials, and renewable energy in the manufacturing process. For instance, Kimberly-Clarkâs Kleenex ReFills are tissue product refills made from recycled paper that cause 66% less greenhouse gas emissions as compared to traditional packs. Similarly, Essity’s company Tork has introduced a paper towel made from 100% recycled fibers. Such sustainable product innovations are expected to appeal to the environmentally conscious consumers in Europe, driving the future market progress.
Porter’s Analysis
Threat of new entrants: New companies find it difficult to enter this market due to high investment requirement for setting up production facilities and brand recognition.
Bargaining power of buyers: Buyers have significant bargaining power due to availability of substitutes and price sensitivity of products.
Bargaining power of suppliers: Suppliers have moderate bargaining power due to availability of substitute raw materials.
Threat of new substitutes: Threat from new substitutes is moderate as consumers use tissue and hygiene paper on daily basis.
Competitive rivalry: The market is highly competitive due to presence of many regional and international players competing on basis of product quality, price and effective marketing.
Geographical Regions
The Europe region accounts for the largest share of the tissue and hygiene paper market in terms of value. Countries like Germany, United Kingdom, France and Italy are the major markets in the region. High disposable income levels and awareness about health and hygiene has been driving the tissue and hygiene paper market in Europe.
Asia Pacific region is expected to witness the fastest growth during the forecast period. Growing population, rising incomes and improving standards of living in developing countries like China and India are supporting the growth of tissue and hygiene paper market in Asia Pacific. Increasing awareness about health and hygiene is further driving tissue paper sales across various end-use sectors in the region.