1. Home
  2. > Consumer Goods
  3. > Home Goods
  4. > Household Products Market Trends
Europe Tissue and Hygiene Paper Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

Europe Tissue and Hygiene Paper Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

  • February 2022
  • 217 pages
  • ID: 6101240
  • Format: PDF
  • Mordor Intelligence LLP

Summary

Table of Contents

Search Inside

The Europe Tissue and Hygiene Paper Market registered a CAGR of 1.62% during 2022-2027. COVID-19 and panic-buying had a little bit of a downside impact on the tissue and hygiene market. Due to increased sales in the retail sector, orders had increased significantly in March and April 2020 across Europe, especially in Germany. Temporarily, the demand for toilet paper in 2020 was nearly twice as high as usual, but that has since leveled off in 2021.

Key Highlights
Tissue paper products, including paper towels and toilet paper, play an essential role in everyday life. They contribute to improved hygiene, comfort, and convenience. According to the European Tissue Symposium (European Tissue Paper Association), the European market represents around 25% of the global tissue market. The advancements in tissue manufacturing technology and the efficient use of raw materials may improve the design of tissue products and the way they are dispensed.
The consumption of tissue-paper-related products in Europe is rising due to increasing awareness regarding hygiene, growth in the share of private or retailer labels, high per capita consumption, growing used of tissues in the away from the home segment, and moderate population growth, among other factors. In a report published by the German Süddeutsche Zeitung, the average annual consumption of toilet paper in Germany was estimated at 93 rolls per household.
Consolidation is one of the prevalent trends in the European tissue market, as the major players have been growing through both sizeable acquisitions and organic growth. The market consolidation has also increased due to expansion in the market sizes of the middle-sized and small players. According to a report by the European Tissue Symposium, published in Q2 2020, Essity, Sofidel Group, and the WEPA Group accounted for 27.6%, 12.3%, and 9.6% of the capacity shares in the European tissue market, almost 50% of the overall market.
In Europe, the Tuscan industry (Italy) is one of the pillars of the tissue paper sector. In this region, 80% of the national tissue paper production occurs, with approximately 1,200,000 metric tons of tissues produced per year. The most important national producers of paper for hygienic/sanitary use are located in the Lucca district, which ranks first in Europe, with 21% of production volumes. (Source: A. Celli Group).

Key Market Trends

Toilet Paper to Drive the Market Growth

Toilet paper commands a prominent share in both away-from-home and home utilities such as tissue and hygiene products. It is used widely in almost all business establishments, commercial places, and households. Kimberly-Clark leads the toilet paper business in the European market, followed by Essity. The United Kingdom remains an important growth market in Europe despite COVID-19 and Brexit.
Toilet paper sales increased dramatically during the pandemic in most European countries. According to an article published on Forbes, in October 2020, 10% of German consumers stocked up toilet papers due to the ongoing lockdown in the country. Such instances were witnessed across several other countries as manufacturers faced a huge upsurge in demand for toilet paper.
The ongoing demand compelled several companies to increase their production capacity to meet the spiking demands. For instance, in September 2020, Wepa, one of the leading toilet paper manufacturers in Europe, expanded its Bridgend Factory. It invested in a new paper machine with an annual production capacity of 65,000 metric tons. Moreover, WEPA UK secured GBP 6 million from the Welsh government to support its expansion plans.
Many companies are working on innovative solutions to improve customer experience. For instance, in March 2021, The Navigator Company launched a new generation of tissue paper that has a soap inside called Amoos AquactiveTM, whose innovative technology, Aquactive, is activated when the paper comes in contact with water immediately producing soap foam.
Moreover, in September 2021, Metsä Tissue, the tissue paper business of the forest industry Metsä Group, announced to invest in a new tissue mill in the United Kingdom. The company planned to increase tissue paper production capacity to 240,000 tons in several phases during the upcoming years. The plans are part of the company’s Future Mill program to drive world-class environmental performance in tissue production.

The United Kingdom to Witness Significant Growth

The United Kingdom is one of the major markets in Europe, where the use of hygiene products and toiletries is significantly high. Additionally, the country is one of the prominent markets for diapers. According to various studies, about 7.5-8 million nappies are used in the country. Moreover, the country’s population aged between 0-9 years stood at 8.01 million in 2019, according to the Office for National Statistics (UK). There were 640,370 live births in the country during the year, which was a decrease of 2.5%. The country’s birth rate has been declining steadily since the last decade, and the aging population is increasing, which is expected to impact the diaper market in the country.
In the United Kingdom, with a growing and aging population, the demand for hygiene products continues to increase. The United Kingdom manufacturers make products for all market sections, from branded premium products that focus on quality to generic grades of tissues that cost less. Many mills in the country have de-inking plants to process recycled paper fiber to produce tissues.
According to a report by the United Kingdom Office for National Statistics (2021), the manufacturer sales of paper for household and sanitary goods and toilet requisites in the region accounted for GBP 2,266 million in 2020. The volume sales of toilet paper and hand towels amounted to 855,717 and 281,699 metric tons, respectively.
The average weekly household expenditure on toilet paper in the United Kingdom in 2020 by people aged less than 30 years, 30 to 49 years, 50 to 64 years, 65 to 74 years, and all households accounted for GBP 0.8, 1.1, 1, 0.9, and 1, respectively. (Source: Office for National Statistics, March 2021). All the factors mentioned above are likely to contribute to the growth of the studied market in the region during the forecast period. Pampers held a prominent share of the market in the country. According to a study (sample size (n)=6218) by Swagbucks in the United Kingdom, about 21% of the respondents mentioned that Pampers was their favorite brand for baby diapers, followed by Huggies (5% share) and Asda Diapers (4%).
The United Kingdom is among the countries in Western Europe that have reached high penetration rates for disposable hygiene products, especially for wipes, baby diapers, and femcare pads. With Brexit, the push to manufacture these products in the country is expected to increase over the next two years. Also, in recent times, private labels are emerging as major brands in these product categories. For example, diapers from Asda, Tesco, and Sainsbury, which are major grocery and retail chains in the country, command a lower single-digit share of the market already and rapidly growing as well.
The demand for women’s hygiene products has also reached the maturity stage in the country as the country’s female population is slightly higher than that of the male population.

Competitive Landscape

The tissue and hygiene paper market is moderately competitive, with new firms entering the market and the existing firms holding a part of the market share. The firms keep entering strategic partnerships and innovating new products to retain their market share.

September 2021 - Essity started the sustainable production of tissue based on pulp from wheat straw. The plant in Mannheim, Germany, is the first of its kind in Europe and the first large-scale tissue producer globally. With straw instead of wood-based virgin or recovered fibers as raw material, the process also requires less water and energy.
June 2021 - In pursuit of its 2030 ambition to reduce the use of fossil fuel-based plastics by half before the end of the decade, Kimberly-Clark announced a partnership with the biotech company, RWDC Industries, to advance sustainable technology for consumer products that provide much-needed solutions to the world’s single-use plastics problem.
June 2021 - the Black Sea Trade and Development Bank (BSTDB) provided a 7-year EUR 75 million loans to the Turkish Hayat Kimya Group to construct a new factory in Kaluga (Russia) to produce cleansing tissues and towels.
April 2021 - WEPA Group, based in Germany, launched its first eco-friendly brand, Feel Good ecological toilet paper. It is composed of recycled paper of the highest quality, including scrap paper, magazines, and even retail catalogs. The company plans to invest more than GBP 100 million in a new paper line at its Bridgend plant in the next two years.

Additional Benefits:

The market estimate (ME) sheet in Excel format
3 months of analyst support

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 150+ Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

ReportLinker may already be registered as a supplier with your company. If you want to Order by PO, check with us first and we'll let you know if we are a registered supplier and what the vendor number is. Otherwise, we'll provide you with the necessary information to register ReportLinker as a vendor.

Grace helps you find the right report:
Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

FAQ
  • How we can help
    • I am not sure if the report I am interested in will fulfill my needs. Can you help me?
    • Yes, of course. You can call us at +33(0) 4 37 65 17 03 or drop us an email at [email protected] to let us know more about your requirements.
    • We buy reports often - can ReportLinker get me any benefits?
    • Yes. Set up a call with a Senior Research Advisor to learn more - [email protected] or +33(0) 4 37 65 17 03.
    • I have had negative experiences with market research reports before. How can you avoid this from happening again?
    • We advise all clients to read the TOC and Summary and list your questions so that we can get more insight for you before you make any purchase decision. A research advisor will accompany you so that you can compare samples and reports from different sources, and choose the study that is right for you.

  • Report Delivery
    • How and when I will receive my Report?
    • Most reports are delivered right away in a pdf format, while others are accessed via a secure link and access codes. Do note that sometimes reports are sent within a 12 hour period, depending on the time zones. However, you can contact us to escalate this. Should you need a hard copy, you can check if this option is offered for the particular report, and pay the related fees.
  • Payment conditions
    • What payment methods do you accept?
      1. Credit card : VISA, American Express, Mastercard, or
      2. You can download an invoice to pay by wire transfer, check, or via a Purchase Order from your company, or
      3. You can pay via a Check made out in US Dollars, Euros, or British Pounds for the full amount made payable to ReportLinker
    • What are ReportLinker’s Payment Terms?
    • All payments must normally be submitted within 30 days. However, you can let us know if you need extended time.
    • Are Taxes and duties included?
    • All companies based in France must pay a 20% tax per report. The same applies to all individuals based in the EU. All EU companies must supply their VAT number when purchasing to avoid this charge.
    • I’m not satisfied. Can I be refunded?
    • No. Once your order has been processed and the publisher has received a notification to send you the report, we cannot issue any refund or cancel any order. As these are not ‘traditional’ products that can be returned, reports that are dispatched are considered to be ‘consumed’.
  • User license
    • The license that you should acquire depends on the number of persons that need to access the report. This can range from Single User (only one person will have the right to read or access the report), or Department License (up to 5 persons), to Site License (a group of persons based in the same company location), or Corporate License (the entire company personnel based worldwide). However, as publishers have different terms and conditions, we can look into this for you.
Purchase Reports From Reputable Market Research Publishers

Global Consumer Tissue Market (2021 Edition) - Analysis By Product, Application, Distribution Channel, By Region, By Country: Market Insights and Forecast with Impact of Covid-19 (2021-2026)

  • $ 2000
  • May 2021
  • 240 pages

Executive Summary The Global Consumer Tissue Market was valued at USD 62.6 billion in the year 2020. Growing awareness regarding hygiene and healthcare is a key factor driving the demand for tissue paper. ...

  • World
  • APAC
  • Tissue Product
  • Industry analysis
  • Urban Population
  • Internet Subscribers

ref:plp2022

Reportlinker.com © Copyright 2022. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.

Make sure you don’t miss any news and follow us on