Europe Tissue and Hygiene Paper Market, By Product Type (Baby Diapers, Feminine Hygiene, Household Paper, Incontinence, Paper Tissues (Bathroom Tissue, Paper Napkins, Paper Towels, Facial Tissues, Specialty and Wrapping Tissue, Toilet Paper)), By Raw Material (Kraft, Sulfite, Recycled, Other Raw Materials), By Type (At Home, Away From Home) - Size, Share, Outlook, and Opportunity Analysis, 2022 - 2030

Published In : Jun 2022

Code : CMI5060

Pages :115

Formats :

Excel and PDF

Industry : Consumer Goods

Market Challenges And Opportunities

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 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

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 AquactiveTMTM, whose innovative technology, Aquactive, is activated when the paper comes in contact with water, immediately producing soap foam.