The tissue and hygiene paper market in Europe consists of various types of paper products that are essential for maintaining hygiene and health such as toilet papers, hand towels, facial tissues, and others. These papers find widespread applications across households and commercial establishments like hotels, restaurants, offices, and healthcare facilities. The growing focus on health and hygiene due to COVID-19 pandemic has significantly accelerated the demand for tissue papers for sanitization and cleaning purposes.

The global Europe Tissue and Hygiene Paper Market is estimated to be valued at US$ 52.2 Bn in 2023 and is expected to exhibit a CAGR of 1.6% over the forecast period 2023 to 2030, as highlighted in a new report published by Coherent Market Insights.

Market Dynamics:
Rising health and hygiene awareness due to COVID-19 pandemic is a major driver propelling growth of Europe tissue and hygiene paper market over the forecast period. The pandemic has highlighted the importance of effective hygiene practices like frequent hand washing, surface disinfection, and usage of paper towels for maintaining cleanliness. This has induced strong demand for tissue papers from households as well as commercial establishments. According to a survey by Sofidel Group, toilet paper consumption increased by over 50% in Italy since the outbreak of pandemic. Additionally, growing environmental concerns have bolstered the preference for recycled or sustainable tissue products among consumers and businesses, which is expected to further augment the market expansion.

SWOT Analysis
Strength: Europe has a well-established tissue and hygiene paper market with many companies having a long presence in the region. The developing economies in Central and Eastern Europe continue to drive demand. Availability of raw materials like wood pulp and recycled fibers within the region helps reduce costs.
Weakness: Highly competitive landscape exists with presence of global players and local companies. Rising input costs of wood pulp and other raw materials exert pressure on margins. Strict environmental regulations increase compliance costs for paper production.
Opportunity: Increasing health awareness and focus on hygiene during COVID-19 has boosted sales of tissues and towels. Further growth is expected from expanding retail channels and e-commerce platforms. Rising disposable incomes support premium and innovative product adoption.
Threats: Volatility in paper prices due to fluctuations in supply and demand. Growing environmental concerns and push for sustainable alternatives may dent future tissue paper usage. Shift to digital media reduces demand from printing and writing applications.

Key Takeaways

The European tissue and hygiene paper market forecast is expected to witness steady growth over the forecast period supported by growing health and hygiene consciousness among consumers. The market size for Europe was valued at US$ 52.2 Bn in 2023 and is projected to increase to US$ 53.6 Bn by 2030, expanding at a CAGR of 1.6% during the forecast period.

Regional analysis: Western Europe dominates the tissue and hygiene paper market in Europe with over 50% value share in 2023 led by countries like Germany, Italy, United Kingdom and France. Central and Eastern Europe is the fastest growing region on the back of rising incomes and tissue usage catch-up with Western European levels in countries such as Poland, Czech Republic, Hungary and Romania.

Key players: Key players operating in the Europe tissue and hygiene paper market are Sofidel Group, Kimberly-Clark Corporation, WEPA Industrie Holding SE, Metsä Group, Industrie Cartarie Tronchetti SpA, Lucart SpA, Essity AB, Renova, Procter & Gamble, Cartiere Carrara SpA, Industrie Celtex SpA, Johnson & Johnson Services Inc., Ontex Group, Tosama D.O.O, and Drylock Technologies NV. Majority of sales come from household brands produced by these key industry participants.

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