The Europe tissue and hygiene paper market is an integral part of the paper and pulp industry. Tissue and hygiene products such as toilet paper, facial tissues, paper towels, napkins and sanitary pads help maintain personal hygiene. These products are widely used across various end-use sectors like healthcare, hospitality, food service, and household. The market is growing due to rising health and hygiene awareness among European consumers.
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 from 2024 to 2031.
Tissue products provide on-the-go convenience and are widely accessible. Growing disposable income and rapid urbanization are supporting market growth in the region. The easy availability of a wide variety of tissue and hygiene products through e-commerce and storefronts is also propelling market expansion.
Key Takeaways
Key players operating in the Europe tissue and hygiene paper are AbbVie,Lundbeck,Eisai,Pfizer,Merck & Co., Inc.,Novartis,AstraZeneca,GlaxoSmithKline,Acorda Therapeutics,Ceretec . These companies are involved in new product launches and facility expansion activities to strengthen their market presence. For instance, in 2023, Ceretec expanded its tissue paper production facility in Germany to cater to growing demand.
The growing demand for high-quality yet affordable hygiene products from households and commercial establishments is driving market growth. Rapid urbanization and rising disposable incomes have increased per capita spending on tissue and hygiene essentials across Europe. The acute awareness of health, wellness, and cleanliness during the COVID pandemic has further boosted demand.
The market is witnessing increased global expansion through collaborations and partnerships between international players. Leading European producers are focusing on high-growth markets in Asia Pacific and Latin America through joint ventures and acquisitions. For example, in 2022, Ceretec acquired a majority stake in a Brazilian tissue manufacturer to strengthen its presence in South America.
Market Key Trends
One of the key trends gaining traction in the Europe Tissue And Hygiene Paper Market Growth is sustainability and eco-friendly innovations. Major players are investing heavily in green production technologies to reduce energy and water usage. They are coming up with biodegradable and recyclable product ranges made from renewable wood fibers or agricultural residue to appeal to environmentally conscious consumers. Compostable innovation is another significant trend, with companies launching compostable toilet papers and sanitary products. Such initiatives are helping companies enhance their green credentials and drive long-term growth.
Porter’s Analysis
Threat of new entrants: The threat of new entrants is low as the industry requires high initial investments and established distribution channels. Bargaining power of buyers: The bargaining power of buyers is high as the products are commoditized with many substitutes available. Bargaining power of suppliers: The bargaining power of suppliers is high due to the availability of raw materials from few sources. Threat of new substitutes: There is always a threat of new substitutes emerging such as paper napkins, baby wipes, etc. Competitive rivalry: The competitive rivalry is intense as the industry players continuously engage in price wars, marketing campaigns and new product innovations.
The geographical region where the Europe tissue and hygiene paper market is concentrated in terms of value is Western Europe. Countries like Germany, UK, France hold a major share of the European market owing to high demand for hygienic products driven by awareness.
Eastern Europe is the fastest growing region for the Europe tissue and hygiene paper market. Countries like Poland, Turkey are witnessing rapid growth in demand led by increasing spending power, infrastructure growth and adoption of Western lifestyles. With improving standards of living, tissue paper is being increasingly preferred over other conventional alternatives in the region.