Europe Tissue and Hygiene Paper Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The European Tissue and Hygiene Paper Market Report is Segmented by Product (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence, Paper Tissues (Paper Napkins, Paper Towels, Face Tissue, and Specialty and Wrapping Tissue), and Toilet Paper), Raw Materials (Kraft, Sulfite, Recycled, and Other Raw Materials), Type (At Home and Away From Home), and Country (United Kingdom, Germany, France, Italy, Spain, Netherlands, Denmark, Finland, Norway, Sweden, Ireland, Switzerland, Russia, Poland, and the Rest of Europe). The Market Sizes and Forecasts are Provided in Terms of Value (USD) for all the Above Segments.

Europe Tissue and Hygiene Paper Market Size

Europe Tissue And Hygiene Paper Market Summary
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Study Period 2019 - 2029
Base Year For Estimation 2023
Market Size (2024) USD 53.23 Billion
Market Size (2029) USD 61.09 Billion
CAGR (2024 - 2029) 2.79 %
Market Concentration Low

Major Players

Europe Tissue And Hygiene Paper Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Europe Tissue and Hygiene Paper Market Analysis

The Europe Tissue And Hygiene Paper Market size is estimated at USD 53.23 billion in 2024, and is expected to reach USD 61.09 billion by 2029, growing at a CAGR of 2.79% during the forecast period (2024-2029).

  • According to the European Tissue Symposium (European Tissue Paper Association), the European market contributes more than 25% of the global tissue market. The advancements in tissue manufacturing technology, efficient raw material usage, and the recyclability of used tissues are expected to improve further the design of tissue products and the way they get dispensed.
  • With a growing and aging population in the United Kingdom, the demand for hygiene products continues to increase. The United Kingdom manufacturers make products for all market sections, from branded premium products focusing on quality to generic grades of tissues costing less. Many mills in the country have de-inking plants to process recycled paper fiber to produce tissues.
  • According to the Office for National Statistics (UK) report published in July 2023, the manufacturers' sales of toilet paper increased from 742 thousand tons to 849 thousand tons. Therefore, the rise of manufacturers' sales of toilet paper in just three years expanded to over 100 thousand tons, depicting a surge in demand for toilet paper across the country. Further, as per the same report, the demand for toilet paper held the highest position with respect to sales of paper household and toilet requisites in the United Kingdom. This growth trend is expected to be witnessed in the forecast period, depicting the bolstered top-line growth across the sector.
  • The demand for paper tissues and hygiene products is steadily increasing in Europe owing to various factors that directly or indirectly impact the market ecosystem. The rise of e-commerce, hospitality, and the food service sector further boosts the need for paper tissues. Deforestation concerns reduce access to domestic resources for the market vendors, making them rely on recovered paper and wastepaper imports. Environmental impact is one of the most critical challenges that the paper is facing at this moment. Making paper requires significant natural resources like wood, water, and energy.
  • Additionally, it involves using chemicals and other materials that can negatively impact the environment. The pulp and paper sector has been associated with deforestation risks in Europe. Increasing pulp and paper production increases deforestation, fires, social conflict, and conflict with wildlife.
  • Proper hand hygiene is widely touted as one of the most effective measures for preventing the transmission of germs and infections, especially after the outbreak of COVID-19, which has brought the importance of the process to the forefront. A significant share of commercial establishments has installed electric tissue dispensers to release hand towels for consumers. In addition, consumers are changing their eating habits by not eating at the store but taking their pre-packaged meals with them because of time and hygiene restrictions due to the pandemic.

Europe Tissue and Hygiene Paper Market Trends

Toilet Paper Segment to Hold Major Market Share

  • Toilet paper constitutes a significant portion of the tissue hygiene paper market. The demand for toilet paper will continue to rise steadily due to population growth, urbanization, and improved hygiene standards. Consumers are looking for items that contribute to a cleaner and better lifestyle, and the growing focus on health and well-being also influenced the market. Also, toilet paper and bathroom tissues are used interchangeably, serving the same function.
  • Growing environmental concerns and increasing consumer awareness of sustainability issues are driving the adoption of eco-friendly practices in the toilet paper industry. The market for biodegradable and environmentally friendly toilet paper products prompts manufacturers to invest more.
  • Manufacturers of tissue products know consumers' aesthetic associations with embossed tissue. Brands commonly utilize embossing to reinforce unique patterns, logos, or other features to drive consistent customer loyalty and purchases. By designing an appropriate embossing pattern and process, the correct combination can facilitate lamination, resulting in multi-ply finished products that customers perceive as high quality.
  • Aldi, a supermarket chain, is doubling the sheets per toilet roll in select own-brand lines to remove 60 tonnes of plastic packaging annually and reduce emissions during delivery. When selling double toilet rolls, the retailer expects to lower the packaging size and fit more packs into delivery trucks, reducing the number of vehicles on the road and the number of trips required to transport the products to stores. The double toilet rolls will be trialed in the West Midlands, East Midlands, and Yorkshire UK counties.
  • Companies operating in the market are expanding their business through acquisitions or partnerships to reach more customers and gain more profits. For instance, Partners Group, a global private markets firm, acquired Velvet CARE, one of Central Europe's fastest-growing consumer tissue producers, from Abris Capital Partners and intends to build value through initiatives including expansion in Central Europe and beyond. Velvet CARE is one of Central Europe's largest producers of hygiene tissue products, including toilet paper and other tissue hygiene products.
Europe Tissue And Hygiene Paper Market: Share of Urban Population, in Percentage (%), European Union, 2013-2023

Sweden is Expected to Witness Significant Growth

  • In Sweden, numerous tissue paper manufacturing companies, ranging from large-scale producers to smaller enterprises, thrive in the industry. These entities boast state-of-the-art manufacturing facilities that are equipped with advanced machinery and technology, enabling them to produce high-quality tissue paper products efficiently.
  • Sweden is indeed home to several prominent paper manufacturing companies, such as SCA, Holmen, Stora Enso, and BillerudKorsnäs. These companies have established themselves as leaders in the industry, producing a diverse array of paper products, including tissue and packaging materials and papers.
  • Notably, sustainability is a core focus for many of these companies, as they prioritize the use of renewable resources and implement environmentally friendly practices throughout their production processes.
  • Moreover, with a rich history of paper manufacturing, coupled with a strong commitment to innovation and sustainability, Sweden's paper industry plays a significant role in the country's economy and contributes to the global market.
  • The Swedish market is also witnessing multiple investments in Tissue paper production and manufacturing.
Europe Tissue And Hygiene Paper Market: Per Capita Sales Volume in the Tissue and Hygiene Paper Market, in USD, Sweden, 2018-2028

Europe Tissue and Hygiene Paper Market Industry Overview

The European tissue and hygiene paper market is highly fragmented, with the presence of major players like Sofidel Group, Kimberly Clark Corporation, WEPA Hygieneprodukte GmbH, Metsä Group, and Industrie Cartarie Tronchetti SpA. Players in the market are adopting strategies such as partnerships and acquisitions to enhance their product offerings and gain sustainable competitive advantage.

  • March 2024 - Metsa Tissue increased capacity in Finland for locally produced Lambi Home Towel household towels and sheets. The investment in a new packaging line to improve the efficiency of the Mänttä hand towel line will provide needed additional capacity for producing paper towel sheets and hand towels and enable broader availability of the products.
  • January 2024 - WEPA has completed the acquisition of Star Tissue UK, a hygiene paper company based in Blackburn, Lancashire. The new business would be known as WEPA Professional UK, a sign of WEPA’s strategic ambition to grow in the United Kingdom’s professional hygiene market.

Europe Tissue and Hygiene Paper Market Leaders

  1. Sofidel Group

  2. Kimberly Clark Corporation

  3. WEPA Hygieneprodukte GmbH

  4. Metsä Group

  5. Industrie Cartarie Tronchetti SpA

*Disclaimer: Major Players sorted in no particular order

European tissue and hygiene paper market concentration
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Europe Tissue and Hygiene Paper Market News

  • February 2024 - Metsä Group invested in three new converting lines to Mariestad’s tissue paper mill in Sweden. The expansion focuses on the sustainable production of fresh fiber, with 80% of the total fresh fiber production coming from the mill after the expansion in the 2nd half of 2025.
  • January 2024 - Ontex Group launched a baby swim pants line for retailers based on its growing baby pants manufacturing platform HappyFit, and these swim pants have been designed to remain comfortable in the water without swelling and staying in place due to side elastics and soft and colorful material.

Europe Paper Towel Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Overview

    2. 4.2 Industry Value Chain Analysis

    3. 4.3 Industry Attractiveness - Porter's Five Forces Analysis

      1. 4.3.1 Bargaining Power of Suppliers

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Threat of New Entrants

      4. 4.3.4 Threat of Substitutes

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 Market Drivers

      1. 5.1.1 Increase in Trend of Take-away Food

      2. 5.1.2 Growing Awareness Regarding Hygiene

    2. 5.2 Market Restraints

      1. 5.2.1 Growing Concerns over Deforestation, Operational Concerns for Manufacturers, and Increasing Raw Material Prices


    1. 6.1 By Product Type

      1. 6.1.1 Baby Diapers

      2. 6.1.2 Feminine Hygiene

      3. 6.1.3 Household Paper

      4. 6.1.4 Incontinence

      5. 6.1.5 Paper Tissues

        1. Paper Napkins

        2. Paper Towels

        3. Facial Tissues

        4. Specialty and Wrapping Tissues

      6. 6.1.6 Toilet Paper

    2. 6.2 By Raw Material (Qualitative Analysis)

      1. 6.2.1 Kraft

      2. 6.2.2 Sulfite

      3. 6.2.3 Recycled

      4. 6.2.4 Other Raw Materials

    3. 6.3 By Type

      1. 6.3.1 At Home

      2. 6.3.2 Away from Home

    4. 6.4 By Country

      1. 6.4.1 United Kingdom

      2. 6.4.2 Germany

      3. 6.4.3 France

      4. 6.4.4 Italy

      5. 6.4.5 Spain

      6. 6.4.6 Netherlands

      7. 6.4.7 Denmark

      8. 6.4.8 Finland

      9. 6.4.9 Norway

      10. 6.4.10 Sweden

      11. 6.4.11 Ireland

      12. 6.4.12 Switzerland

      13. 6.4.13 Russia

      14. 6.4.14 Poland


    1. 7.1 Company Profiles*

      1. 7.1.1 Sofidel Group

      2. 7.1.2 Kimberly Clark Corporation

      3. 7.1.3 WEPA Hygieneprodukte GmbH

      4. 7.1.4 Metsa Group

      5. 7.1.5 Industrie Cartarie Tronchetti SpA

      6. 7.1.6 Lucart SpA

      7. 7.1.7 Essity AB

      8. 7.1.8 Renova

      9. 7.1.9 Procter & Gamble

      10. 7.1.10 Cartiere Carrara SpA

      11. 7.1.11 Industrie Celtex SpA

      12. 7.1.12 Johnson & Johnson Services Inc. (kenvue Inc.)

      13. 7.1.13 Ontex Group

      14. 7.1.14 Tosama DOO

      15. 7.1.15 Drylock Technologies NV



**Subject to Availability
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Europe Tissue and Hygiene Paper Market Industry Segmentation

The tissue and hygiene paper market includes a range of tissue and hygiene paper products that are designed for end consumers. Tissue paper is manufactured using hardwood and softwood trees, water, and synthetic compounds. The method for producing tissue paper includes pulping and retting, adding color or components to strengthen or soften and improve the water-holding limit, and finally, squeezing the item to form into the necessary shape. The study on the European tissue and hygiene paper market tracks demands in terms of revenue. The study factors in the prevalent base scenarios, key themes, and end-user-related demand cycles. Toilet Paper and bathroom tissues are used interchangeably, serving the same function.

The European tissue and hygiene paper market is segmented by product type (baby diapers, feminine hygiene, household paper, incontinence, paper tissues (paper napkins, paper towels, facial tissues, and specialty and wrapping tissues), and toilet paper), raw material (qualitative analysis) (kraft, sulfite, recycled, other raw materials), by type (at home, away from home), by country (United Kingdom, Germany, France, Italy, Spain, Netherlands, Denmark, Finland, Norway, Sweden, Ireland, Switzerland, Russia, Poland, and the Rest of Europe). The market sizes and forecasts are provided in terms of value in USD for all the above segments.

By Product Type
Baby Diapers
Feminine Hygiene
Household Paper
Paper Tissues
Paper Napkins
Paper Towels
Facial Tissues
Specialty and Wrapping Tissues
Toilet Paper
By Raw Material (Qualitative Analysis)
Other Raw Materials
By Type
At Home
Away from Home
By Country
United Kingdom
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Europe Paper Towel Market Research FAQs

The Europe Tissue And Hygiene Paper Market size is expected to reach USD 53.23 billion in 2024 and grow at a CAGR of 2.79% to reach USD 61.09 billion by 2029.

In 2024, the Europe Tissue And Hygiene Paper Market size is expected to reach USD 53.23 billion.

Sofidel Group, Kimberly Clark Corporation, WEPA Hygieneprodukte GmbH, Metsä Group and Industrie Cartarie Tronchetti SpA are the major companies operating in the Europe Tissue And Hygiene Paper Market.

In 2023, the Europe Tissue And Hygiene Paper Market size was estimated at USD 51.74 billion. The report covers the Europe Tissue And Hygiene Paper Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe Tissue And Hygiene Paper Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

Europe Paper Towel Industry Report

Statistics for the 2024 Europe Paper Towel market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Paper Towel analysis includes a market forecast outlook to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.

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Europe Tissue and Hygiene Paper Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)