The Europe tissue and hygiene paper market comprises different types of hygienic paper such as toilet paper, facial tissues, paper towels, napkins, and healthcare wipes. Tissue and hygiene paper products are used on a daily basis and play an important role in maintaining hygiene. These papers are widely used in households, commercial places such as offices, educational institutes, hospitals, as well as in airports and railway stations. The growing awareness regarding health and hygiene among consumers is proving beneficial for the tissue and hygiene paper market in the region.
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 2030.
Key Takeaways
Key players operating in the Europe tissue and hygiene paper are AbbVie, Lundbeck, Eisai, Pfizer, Merck & Co., Inc., Novartis, AstraZeneca. Key players are focusing on research and development activities to introduce innovative products in order to gain a competitive edge in the market.
The growing demand from households and commercial sectors is positively impacting the Europe tissue and hygiene paper market. Factors such as rising disposable income, health awareness, urbanization and changing lifestyles are fueling the demand for hygienic paper products in the region.
Major players in the market are expanding their production facilities and geographical reach. Companies are focusing on mergers and acquisitions to strengthen their market position. For instance, in 2022, Novartis acquired Cytokinetics for $17 billion to enhance its heart failure treatment portfolio.
Market key trends
Sustainability is one of the major trends being witnessed in the Europe Tissue And Hygiene Paper Market. Manufacturers are increasingly focusing on producing eco-friendly paper products made from recycled fibers or certified wood pulp to reduce environmental footprint. They are also optimizing transportation and logistics to lower carbon emissions. Companies have established sustainability goals to increase the use of renewable energy sources in manufacturing facilities and make packaging more recyclable.
Porter’s Analysis
Threat of new entrants: Tissue and Hygiene market in Europe requires high initial investments, strict environmental policies and established distribution channels limit threats of new entrants.
Bargaining power of buyers: Large retail chains have significant bargaining power over suppliers due to their huge procurement volumes and ability to demand lower prices.
Bargaining power of suppliers: Few major global players dominate the supply market giving them significant power over buyers in terms of price and product differentiation.
Threat of new substitutes: Substitutes like cloth towels pose limited threat due to strong customer preference for hygienic sanitary products offered by tissue manufacturers.
Competitive rivalry: Intense competition exists among tissue manufacturers to enhance product quality, invest in innovation and expand product portfolios to attain leadership positions.
Geographically, Germany, France, UK and Italy collectively account for over 60% share of the Europe tissue and hygiene paper market in terms of value.
Poland is projected to witness the fastest growth during the forecast period driven by improving disposable incomes, changing lifestyles and growing awareness about hygiene products.
