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Europe Paper Towel Market Size, Share & COVID-19 Impact Analysis, By Product Type Form (Folded and Rolled), Application (Consumer and AFH (Office, Restaurant, Hotel, Hospital, and Others)), Qualities (Strong Absorption and General Absorption), and Country Forecast, 2020-2027

Region : Europe | Format: PDF | Report ID: FBI104366



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The Europe paper towel market size was USD 4.36 billion in 2019 and is projected to reach USD 6.17 billion by 2027, exhibiting a CAGR of 4.6% during the forecast period.

Paper towels are commonly used in kitchens and bathrooms to maintain hygiene & cleanliness. Hand cleaning with paper towels & wipes is considered hygienic, as these products can effectively soak moisture from the hands and help in avoiding the bacterial and viral spread. Therefore, such items are widely used instead of electric hand dryers for hand hygiene purposes.

Nowadays, manufacturers are largely focusing on expanding the manufacturing capacity of their paper products such as toilet paper, towels, napkins, and others to meet the increasing consumer demand for such kinds of items. For instance, in May 2020, Hayat Holdings AS, a Turkey-based baby diaper & paper products company, added a newer Valmet machine in its operations to increase the overall manufacturing capacity.

Reduced Consumer Purchasing Confidence along with Labor Force Migration Likely to Hinder Market Growth

The uncertain occurrence of the COVID-19 outbreak has resulted in the employment & business losses of corporate professionals. This has resulted in reduced consumer confidence in purchasing new daily usage items, which is likely to affect the growth of the market. Additionally, the incidence of labor force migration as well as lack of availability for the operational processes has impacted the overall performance of the paper business during the pandemic period.

However, the growing consumer demand for hygienic & viral protection-related personal care items such as masks, hand sanitizers, sanitized paper towels, and disinfectant wipes is anticipated to lead the growth of the market in the European region.


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Growing Demand for Eco-friendly Paper Products to Fuel Market Growth

The growing awareness regarding the usage of environmentally sustainable hygiene items among the consumers and industries is likely to drive the demand for easily degradable & recycled material-based paper towel products. Additionally, the increasing trends of promoting health & wellness programs through various seminars and events at the offices and corporate buildings are expected to provide ease in the demand for such items. Nowadays, corporate offices are keenly focusing on the usage of the IoT-based clean management system in their corporate structure for the employee health benefits purposes, which thereby is likely to skyrocket the growth of the Europe paper towel market. The rising trend of online shopping is expected to drive the revenue from such items.


Rising Awareness Regarding the Availability of Variety of Sanitary Paper Products to Drive Market Growth

The rising awareness regarding the availability of a variety of paper items is primarily driving the growth of the market. Additionally, supportive government activities regarding the spread of hand hygiene awareness among the population are further likely to propel the demand for such kinds of items in the region. For instance, in June 2020, UNICEF, in collaboration with the World Health Organization, launched an initiative, Hand Hygiene for All, to promote and make available hand hygiene solutions to the population across Europe.

The presence of adequate infrastructural facilities related to the supermarkets and convenience stores is strongly supporting the consumption rate of such items in the region. According to the data presented by the United States Department of Agriculture, the total number of supermarkets and express stores in the U.K. reached 3,433 in 2018. The growing urbanization and industrialization activities are further expected to provide long-term growth for the market.

Introduction of Innovative Hygiene Products to Support Market Growth

Companies are keenly focusing on providing innovative and hygienic paper products to meet the increasing hygiene needs of households and away-from-home customers. Therefore, the introduction of such items is likely to drive the growth of the market. For instance, in June 2020, SOFIDEL GROUP, an Italian hygiene product major, launched Nicky Defend, a DissolveTech technology-based disposable paper towel product that can be easily dissolved into the water during its disposition process. This product consists of antibacterial lotion, which helps the users completely disinfecting their hands.

Besides this, large provision of the multi-colored and different shaped folded paper items is likely to attract the consumers towards buying such items that will drive the Europe paper towel market growth.


Fluctuating Raw Material Prices to Limit Market Growth

Fluctuating prices of the various raw materials that are used in the manufacturing process of the paper items such as virgin pulp and recycled material are likely to create hindrances in the manufacturing process. Additionally, the uncertain occurrence of the incidences such as heavy rain and fire at production mills is largely restraining the growth of the market. For instance, in January 2019, Marcal Company, a New Jersey-based paper towel products company, suffered damage of 90% of its manufacturing warehouse due to the massive fire rips at its site. The higher competition from the local industry players is limiting the business prospects of the prominent companies and thereby, hampering the market growth.


By Product Type Form Analysis

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Rolled Paper Towel Segment to Hold a Major Share of the Market Owing to its Large Adoption in Commercial Settings

Professionals and other staff in their offices and industries use an adequate amount of rolled paper towels as per their daily hygiene needs. This effectively helps the offices to avoid the over-usage of such rolls. Additionally, household consumers largely prefer to buy rolled papers owing to their cost-effectiveness over to that of another type which is likely to drive future segmental growth.

The wide availability of multi-colored & shaped folded paper towels is anticipated to drive the demand for the folded segment.

By Application Analysis

Largest Share of the Consumer Segment is attributed to the Large Demand of the Paper Towels Among Households

The people essentially use paper towels for their daily household hygiene needs. This is expected to lead to the generation of larger revenues within the consumer segment. Additionally, the growing home decoration trends among the households are further uplifting the consumer demand for the various craft paper towels, which thereby, is likely to favor the segmental growth.

The AFH segment is expected to showcase considerable growth owing to the rising need for various disinfectant specialty wipes and towels among the hospitals to maintain an infection-free environment. Nowadays, such items are increasingly used in hotels for dining table decoration. Therefore, the growing availability of various hotels and restaurants is further supporting the growth in Europe. According to the data presented by the Hospitality Net Organization, 61% of the Italian hotels re-opened by the end of August 2020.

By Qualities Analysis

Strong Absorption Segment Holds a Major Share of the Market Owing to its Effectiveness in Personal Hygiene

Wet surfaces are more likely to be prone to the spread of bacterial infection compared to dry surfaces. Paper towels of higher absorbance efficiency can more effectively help in absorbing the moisture from the surface of the body and objects. Additionally, they aid in reducing the bacterial spread, which thereby, results in larger segmental revenues owing to their high demand. The wide availability of the disinfectant towels under this segment is likely to fuel further segmental growth.

The general absorption segment is anticipated to showcase considerable growth owing to its cost-effectiveness over other types. Additionally, the increasing usage of such items for decoration purposes, coupled with the growing kitchen decoration trends is expected to lead to segment growth.


Largest Share of Germany is attributed to the Strong Presence of the Leading Players in the Country

The market in Germany stood at USD 1,003 million in 2019. The country holds a major share of the European market on account of the strong presence of prominent companies such as Georgia Pacific Steinfurt GmbH, Paper + Design GmbH Tabletop, Essity Operations Mannheim GmbH, and others, which is likely to support the demand for such products in the country. Additionally, shifting consumer preferences regarding the adoption of eco-friendly personal care items is likely to drive the demand for paper products made up of recycled material in the country.

The U.K. is likely to experience the fastest growth during the forecast period of 2020-2027 owing to the rising infrastructural facilities related to the restaurants and hotels which is likely to support the demand for kitchen & tabletop paper towels in the country. According to the data presented by the Hospitality Net Organization, in London, the total number of hotel rooms increased by 9,500 in 2018 compared to 2017. Additionally, the presence of the higher income group population, coupled with their large spending capacity on personal care groceries, is further driving the market growth in the country.

Other European countries such as France, Netherland, Czech Republic, and Bulgaria are primarily driven by the rising import volume of paper-based products which is likely to support the demand for such items in these countries. According to the data presented by the Association of French Paper Industry, in 2019, the total import volume of the paper & cardboards in France reached 5.18 million tons. Additionally, the growing awareness regarding hygiene and cleanliness among the population is further supporting the growth of the market in these countries.


Sustainable Innovation, coupled with Business Expansion by Major Companies, to Strengthen Their Market Positions.  

Prominent industry players such as Essity AB, SOFIDEL GROUP, Kimberly Clark Corporation, and WEPA Hygieneprodukte GmbH are largely focusing on developing eco-friendly paper products to meet their annual recycling targets and to expand their businesses under the sustainable product’s category. For instance, in September 2020, WEPA Hygieneprodukte GmbH, a Germany based paper maker, launched new manufacturing machinery for its existing Bridgend site in the U.K. to provide sustainable paper products and to boost the annual production capacity of the site by 65,000 tons in the country.


  • Essity AB (Stockholm, Sweden)

  • SOFIDEL GROUP (Porcari, Italy)

  • WEPA Hygieneprodukte GmbH (Arnsberg Muschede, Germany)

  • Kimberly Clark Corporation (Texas, U.S.)

  • Metsa Tissue (Espoo, Finland)

  • Industrie Cartarie Tronchetti S.p.A. (Lucca, Italy)

  • Lucart S.p.A. (Villa Basilica, Italy)

  • Cartiere Carrara S.p.A. (Firenze, Italy)

  • INDUSTRIE CALTEX SPA (Monte Carlo, Italy)

  • Star Tissue UK Limited (Lancashire, The U.K.)


  • January 2020 – Metsa Tissue, a Finland-based paper products company, launched its new production mill, Raubach Mill, which manufactures professional tissue products in Germany to expand its paper business in the international markets.

  • September 2019 – Selenginskiy, the largest producer of unbleached sulphate pulp, invested EUR 82.71 billion to set up a pulp & cardboard mill plant in Belgium. This will help the company in supplying various kinds of paper-based products in countries such as Russia, Mongolia, China, and others.


An Infographic Representation of Europe Paper Towel Market

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The paper towel market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, and the segments such as product type form, qualities, and application areas. Besides this, the report offers insights into the various market trends and highlights key industry developments. In addition to the mentioned factors, the report encompasses several other factors that have contributed to the growth of the market in recent years.

Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



  Value (USD Billion) Volume (Thousand Tonnes)

By Product Type

  • Folded Paper Towels

  • Rolled Paper Towels

 By Application 

  • Consumer

  • AFH

    • Office

    • Restaurant

    • Hotel

    • Hospital

    • Others

 By Qualities 

  • Strong Absorption

  • General Absorption

 By Country 

  • Germany (By Qualities)

  • France (By Qualities)

  • UK (By Qualities)

  • Russia (By Qualities)

  • Italy (By Qualities)

  • Belgium (By Qualities)

  • Netherlands (By Qualities)

  • Luxemburg (By Qualities)

  • Poland (By Qualities)

  • Hungary (By Qualities)

  • Romania (By Qualities)

  • Bulgaria (By Qualities)

  • Croatia (By Qualities)

  • Czech Republic (By Qualities)

  • Austria (By Qualities)

  • Switzerland (By Qualities)

  • Rest of Europe (By Qualities)

Frequently Asked Questions

Fortune Business Insights says that the Market size was USD 4.36 billion in 2019, and is projected to reach USD 6.17 billion by 2027.

Growing at a CAGR of 4.6%, the Market will showcase a steady growth rate during the forecast period (2020-2027).

The rolled segment is a leading segment based on product type form during the forecast period (2020-2027).

The rising awareness regarding the availability of a variety of such products is a key driving factor for the market.

Essity AB, SOFIDEL GROUP, Kimberly Clark Corporation, and WEPA Hygieneprodukte GmbH are some of the few major players in the European market.

Germany dominated the market share in 2019.

The rising demand for eco-friendly towels is driving the adoption of these products.

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