EUROPE TISSUE AND HYGIENE PAPER MARKET ANALYSIS

Tissue and hygiene paper is widely used for a wide range of applications. In addition to their convenience, proper packaging maintains their value. With the growing urban population, tissue and hygiene paper packaging is seeing an increase in demand. In addition to toilet paper, hygiene paper includes household paper, feminine hygiene products, and baby diapers.

Market Statistics:

Europe Tissue and Hygiene Paper market was valued at US$ 50.55 Bn in 2021 and is forecast to reach a value of US$ 59.55 Bn by 2030 at a CAGR of 1.62% between 2021 and 2030.

Toilet paper segment held dominant position in the Europe Tissue and Hygiene Paper market in 2021, accounting for 25.3% share in terms of value, followed by Country 1 and Country 2, respectively.

Figure 1. Europe Tissue and Hygiene Paper Market Value Share (%), By Product Type, 2021

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Recent Developments:

1. In May 2021, Sofidel Group introduced a new product called Nicky Defend, which is a disposable tissue paper towel with antibacterial lotion. The product is expected to ensure personal hygiene at the workplace and home.
2. In June 2021, Kimberly-Clark signed a collaboration 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 in order to meet its 2030 goal of halving the use of fossil fuel-based plastics by the end of the decade.

Market Drivers:

Rising awareness regarding hygiene resultant in increasing spending in hygiene and personal care products such as paper napkins, towels, wipes, and toilet paper is primarily fuelling growth of the market. According to Tissue world Magazine, the tissue consumption per capita in Western Europe accounted for 16 kg approximately, while Eastern Europe's per capita tissue consumption accounted for 7 Kg approximately.

Growing spending on take-away food is driving growth of the Europe Tissue and Hygiene Paper market. According to the Office for National Statistics (UK) March 2021 statistic, the average weekly household expenditure on take away meals (eaten at home) in the United Kingdom (UK) in 2021 in the age group of fewer than 30 years, 30 to 49 years, 50 to 64 years, and all households accounted for GBP 8.5, GBP 7.8, GBP 5.9, and GBP 5.6, respectively.

Figure 2. Europe Tissue and Hygiene Paper Market Value Share (%), By Type, 2021

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Market Restraints:

Increasing concerns over deforestation and operational concerns for production material is expected to restrict the market growth. About 14% of deforestation is done in Europe to satisfy the huge appetite for paper goods. This amounts to the destruction of around 4.1 Billion hectares of forest each year in the name of a paper application, including packaging.

Growing price of raw materials is again expected to hamper market growth. For instance, in April 2021, Essity announced price increases for its Consumer Tissue owing to the result of higher raw material costs. Additionally, in June 2021, Sappi Europe announced a price increase for all its woodfree coated and woodfree uncoated paper grades by 7 to 10 % effective from 1st June 2021 for all markets in Europe.

Market Opportunities:

The market is expected to grow in the future, owing to the increasing spending power of the customers and the growing demand for soft and premium quality away-from-home tissue paper by the younger generation. Moreover, manufacturers of away-from-home tissue and hygiene products established online selling sites, as local institutional consumers are better informed and more confident about the advantages of opting for digital shopping platforms. This factor is expected to provide lucrative growth opportunities to the market.

Many market players are working on innovative solutions to improve customer experience. For instance, in March 2021, Navigator Company launched a new generation of tissue paper that is impregnated with a soap called Amoos AquactiveTM, whose innovative technology, Aquactive, is activated when the paper comes in contact with water, immediately producing soap foam.

Market Trends/Key Takeaways:

Growing popularity of ready-to-eat food products is expected to uplift the market growth over the forecast period. For instance, many ready-to-eat foods or fast food are wrapped in the wrapping tissue paper. According to the Confederation of European Paper Industries 2021 report, the total production and consumption of wrapping paper accounted for 4056 thousand metric tons and 2647 thousand metric tons in 2019 across Europe.

Increasing adoption of growth strategy by key players in the market is also expected to be one of the trend in the market. For instance, in November 2021, DoorDash Inc. acquired Finnish food-delivery startup Wolt Enterprises Oy for about USD 8 billion as it seeks to stay ahead of rivals in the race to satisfy soaring demand for fast delivery of everything from food to prescriptions and pet supplies.

Competitive Landscape:

1. Sofidel Group
2. Kimberly-Clark Corporation
3. WEPA Industrie Holding SE
4. Metsä Group
5. Industrie Cartarie Tronchetti SpA
6. Lucart SpA
7. Essity AB
8. Renova
9. Procter & Gamble
10. Cartiere Carrara SpA
11. Industrie Celtex SpA
12. Johnson & Johnson Services Inc.
13. Ontex Group
14. Tosama D.O.O
15. Drylock Technologies NV