Market Trends of Europe Tissue And Hygiene Paper Industry
The Toilet Paper Segment is Expected to Hold a Major Market Share
- Toilet paper constitutes a significant portion of the tissue hygiene paper market. Consumers are looking for items that contribute to a cleaner and better lifestyle, and the growing focus on health and well-being also influenced the market. Also, toilet paper and bathroom tissues are used interchangeably, serving the same function.
- Growing environmental concerns and increasing consumer awareness of sustainability issues are driving the adoption of eco-friendly practices in the toilet paper industry. Due to population growth, urbanization, and improved hygiene standards, the demand for toilet paper will continue to rise steadily. According to data from the Population Reference Bureau for 2023, Europe's urban population exceeds 75%, with a continuing upward trend.
- Manufacturers of tissue products know consumers' aesthetic associations with embossed tissue. Brands commonly utilize embossing to reinforce unique patterns, logos, or other features to drive consistent customer loyalty and purchases. By designing an appropriate embossing pattern and process, the correct combination can facilitate lamination, resulting in multi-ply finished products that customers perceive as high quality.
- In February 2024, Aldi, a supermarket chain, unveiled its trials to double the sheets per toilet roll in select own-brand lines to remove 60 tonnes of plastic packaging annually and reduce emissions during delivery. When selling double toilet rolls, the retailer expects to lower the packaging size and fit more packs into delivery trucks, reducing the number of vehicles on the road and the number of trips required to transport the products to stores. The double toilet rolls will be trialed in the West Midlands, East Midlands, Yorkshire, and other countries in the Kingdom.
- Companies operating in the market are expanding their business through acquisitions or partnerships to reach more customers and gain more profits. For instance, in December 2023, Partners Group, a global private markets firm, acquired Velvet CARE, one of Central Europe's fastest-growing consumer tissue producers, from Abris Capital Partners and intends to build value through initiatives including expansion in Central Europe and beyond. Velvet CARE is one of Central Europe's largest producers of hygiene tissue products, including toilet paper and other tissue hygiene products.
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Sweden is Expected to Witness Significant Growth
- Numerous tissue paper manufacturing companies thrive in Sweden, ranging from large-scale producers to smaller enterprises. These entities boast state-of-the-art manufacturing facilities with advanced machinery and technology, enabling them to produce high-quality tissue paper products efficiently.
- Sweden has several prominent paper manufacturing companies, such as SCA, Holmen, Stora Enso, and BillerudKorsnäs. These companies have established themselves as leaders in the industry, producing a diverse array of paper products, including tissue and packaging materials and papers.
- Rapid urbanization and a growing female population are reshaping feminine hygiene products nationwide. According to Statistics Sweden, the female population across the country grew steadily in the past few years, from 5.14 million in 2018 to 5.31 million in 2023. This constant growth of the female population in the country is expected to bolster the demand for female hygiene products in the same proportion.
- Many companies in Sweden's paper industry prioritize sustainability, emphasizing renewable resources and eco-friendly production practices. This commitment, bolstered by a rich history in paper manufacturing, not only drives innovation but also underpins the sector's pivotal role in Sweden's economy and global market presence.
- The Swedish market also has multiple investments in Tissue paper production and manufacturing. In February 2024, Metsä Group invested significantly in its Mariestad site in Sweden, partnering with Valmet Tissue Converting and C.G Bretting Manufacturing Co. to install three cutting-edge converting lines.
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