Europe Tissue and Hygiene Paper Market Size, Share, Analysis, Trends (2025 - 2030)

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, Share, Analysis, Trends (2025 - 2030)

Europe Tissue and Hygiene Paper Market Size

Europe Tissue And Hygiene Paper Market Summary
Study Period 2019 - 2030
Base Year For Estimation 2024
Forecast Data Period 2025 - 2030
Market Size (2025) USD 54.72 Billion
Market Size (2030) USD 62.79 Billion
CAGR (2025 - 2030) 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 54.72 billion in 2025, and is expected to reach USD 62.79 billion by 2030, at a CAGR of 2.79% during the forecast period (2025-2030).

Tissue and hygiene papers are lightweight creped for cosmetic and personal care, cleaning, and hygiene purposes. Products include facial papers, towels, facial masks, toilet paper, napkins, diapers, and sanitary pads.

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' toilet paper sales in the country increased from 742 thousand tons to 849 thousand tons. Therefore, the rise of manufacturers' toilet paper sales in 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 in terms of sales of household paper and toilet requisites in the United Kingdom. This growth trend is expected to be witnessed during 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. However, 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.

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 Overview

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

In March 2024, Metsa Tissue increased its capacity in Finland for locally produced Lambi Home Towel household towels and sheets. The new investment in a packaging line will improve the efficiency of the Mänttä hand towel production, providing additional capacity for paper towel sheets and hand towels and enabling broader availability of the products.

In January 2024, WEPA acquired 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 UK professional hygiene market.

Europe Tissue and Hygiene Paper Market Leaders

  1. Sofidel Group

  2. Kimberly Clark Corporation

  3. Metsa Group

  4. Industrie Cartarie Tronchetti SpA

  5. Lucart SpA

  6. *Disclaimer: Major Players sorted in no particular order
Europe Tissue And Hygiene Paper Market Overview
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Europe Tissue and Hygiene Paper Market News

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

Europe Tissue and Hygiene Paper Market Report - Table of Contents

1. INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2. RESEARCH METHODOLOGY

3. EXECUTIVE SUMMARY

4. MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitutes
    • 4.3.5 Intensity of Competitive Rivalry

5. MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Increase in Trend of Take-away Food
    • 5.1.2 Growing Awareness Regarding Hygiene
  • 5.2 Market Restraints
    • 5.2.1 Growing Concerns over Deforestation, Operational Concerns for Manufacturers, and Increasing Raw Material Prices

6. MARKET SEGMENTATION

  • 6.1 By Product Type
    • 6.1.1 Baby Diapers
    • 6.1.2 Feminine Hygiene
    • 6.1.3 Household Paper
    • 6.1.4 Incontinence
    • 6.1.5 Paper Tissues
    • 6.1.5.1 Paper Napkins
    • 6.1.5.2 Paper Towels
    • 6.1.5.3 Facial Tissues
    • 6.1.5.4 Specialty and Wrapping Tissues
    • 6.1.6 Toilet Paper
  • 6.2 By Raw Material (Qualitative Analysis)
    • 6.2.1 Kraft
    • 6.2.2 Sulfite
    • 6.2.3 Recycled
    • 6.2.4 Other Raw Material
  • 6.3 By Type
    • 6.3.1 At Home
    • 6.3.2 Away from Home
  • 6.4 By Country***
    • 6.4.1 United Kingdom
    • 6.4.2 Germany
    • 6.4.3 France
    • 6.4.4 Italy
    • 6.4.5 Spain
    • 6.4.6 Netherlands
    • 6.4.7 Denmark
    • 6.4.8 Finland
    • 6.4.9 Norway
    • 6.4.10 Sweden
    • 6.4.11 Ireland
    • 6.4.12 Switzerland
    • 6.4.13 Russia
    • 6.4.14 Poland

7. COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles*
    • 7.1.1 Sofidel Group
    • 7.1.2 Kimberly Clark Corporation
    • 7.1.3 WEPA Hygieneprodukte GmbH
    • 7.1.4 Metsa Group
    • 7.1.5 Industrie Cartarie Tronchetti SpA
    • 7.1.6 Lucart SpA
    • 7.1.7 Essity AB
    • 7.1.8 Renova
    • 7.1.9 Procter & Gamble
    • 7.1.10 Cartiere Carrara SpA
    • 7.1.11 Industrie Celtex SpA
    • 7.1.12 Johnson & Johnson Services Inc. (kenvue Inc.)
    • 7.1.13 Ontex Group
    • 7.1.14 Tosama DOO
    • 7.1.15 Drylock Technologies NV

8. INVESTMENT ANALYSIS

9. FUTURE OF THE MARKET

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Europe Tissue and Hygiene Paper Market Industry Segmentation

The European tissue and hygiene paper market includes various tissue and hygiene paper products designed for end consumers. Tissue paper uses 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 (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.

By Product Type Baby Diapers
Feminine Hygiene
Household Paper
Incontinence
Paper Tissues Paper Napkins
Paper Towels
Facial Tissues
Specialty and Wrapping Tissues
Toilet Paper
By Raw Material (Qualitative Analysis) Kraft
Sulfite
Recycled
Other Raw Material
By Type At Home
Away from Home
By Country*** United Kingdom
Germany
France
Italy
Spain
Netherlands
Denmark
Finland
Norway
Sweden
Ireland
Switzerland
Russia
Poland
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Europe Tissue and Hygiene Paper Market Research FAQs

How big is the Europe Tissue And Hygiene Paper Market?

The Europe Tissue And Hygiene Paper Market size is expected to reach USD 54.72 billion in 2025 and grow at a CAGR of 2.79% to reach USD 62.79 billion by 2030.

What is the current Europe Tissue And Hygiene Paper Market size?

In 2025, the Europe Tissue And Hygiene Paper Market size is expected to reach USD 54.72 billion.

Who are the key players in Europe Tissue And Hygiene Paper Market?

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

What years does this Europe Tissue And Hygiene Paper Market cover, and what was the market size in 2024?

In 2024, the Europe Tissue And Hygiene Paper Market size was estimated at USD 53.19 billion. The report covers the Europe Tissue And Hygiene Paper Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Europe Tissue And Hygiene Paper Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.

Europe Tissue and Hygiene Paper Market Industry Report

Statistics for the 2025 Europe Tissue and Hygiene Paper market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe Tissue and Hygiene Paper analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.