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Europe Paper Towel Market Size, Share & COVID-19 Impact Analysis, By Product Type (Folded and Rolled), By Application (Consumer and AFH (Office, Restaurant, Hotel, Hospital, and Others)), By Quality (Strong Absorption and General Absorption), and Country Forecast, 2023-2030

Last Updated: July 08, 2024 | Format: PDF | Report ID: FBI104366



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The Europe paper towel market size was valued at USD 4.88 billion in 2022 and is projected to reach from USD 5.09 billion in 2023 to USD 7.38 billion by 2030, exhibiting a CAGR of 5.45% during the forecast period.

Paper towels are commonly used in kitchens and bathrooms to maintain hygiene and 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 focused on expanding the manufacturing capacity of their paper products such as baby diapers, toilet tissue, hand towels, napkins, and others to meet the increasing consumer demand for such kinds of items. As per data published by RISI, it has been estimated that the production of toilet papers and tissue exceeded more than 44 million tons in 2021 and increased more than 14 million tons from 2010.


Reduced Consumer Purchasing Confidence Along with Labor Force Migration Hindered Market Growth

The sudden outbreak of COVID-19 resulted in the employment and business losses of corporate professionals. This 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 impacted the overall performance of the paper business during the pandemic period.

However, the increasing awareness of the consumers for hygienic & viral protection-related personal care items such as masks, sanitizers, sanitized paper towels, and disinfectant wipes helped propel the Europe paper towel market growth.


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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 consumers and industries may surge the demand for easily degradable & recycled material-based paper towel products. Additionally, the increasing trend of promoting health & wellness programs through various seminars and events at offices and corporate buildings are expected to create demand for such items. Nowadays, corporate offices are keenly focusing on the usage of Internet of Things (IoT)-based clean management systems in their corporate structure for employee health benefits purposes, which is likely to skyrocket the market growth. 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, according to data issued by German Süddeutsche Zeitung, in 2021, the average consumption of toilet papers in Germany has been anticipated to be ~93 rolls per household.

The presence of adequate infrastructural facilities related to supermarkets and convenience stores is strongly supporting the consumption rate of such items in the region.

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 July 2022, Essity launched its first straw-based toilet paper product, which witnessed high demand in the Germany market.

Besides, large provision of multi-colored and different shaped folded paper items is likely to attract consumers toward buying such items that will drive the 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 incidences such as heavy rain and fire at production mills is largely restraining the growth of the market.


By Product Type 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

Based on product type, the market is subdivided into folded and rolled.

The rolled segment is expected to register a dominating share in the market over the forecast period. 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 offices to avoid the over-usage of such rolls. Additionally, household consumers largely prefer to buy rolled papers owing to their cost-effectiveness over that of another type, which is likely to drive the 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

Consumer Segment to Hold Largest Share Owing to Large Demand Among Households

By application, this market is bifurcated into consumer and AFH.

The consumer segment is touted to hold the largest market share over the study period. 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 various craft paper towels, which 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 supporting the market growth in Europe.

By Quality Analysis

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

Based on quality, this market is bifurcated into general absorption and strong absorption. The strong absorption segment is estimated to record considerable growth over the forecast period. 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 propel segment growth.


Germany to Hold the Largest Share Owing to the Strong Presence of Leading Players in the Country

The market in Germany stood at USD 1.14 billion in 2022. The country holds a major Europe paper towel market share 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 surge 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 (2023-2030), owing to the growing infrastructural facilities associated with restaurants and hotels, which is likely to support the demand for tabletop and kitchen paper towels in the country. According to data presented by the Hospitality Net Organization, in October 2022, the overall utility costs of hotels in London jumped by 56% and 79% for hotels present across the U.K. 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, the Netherlands, Czech Republic, and Bulgaria, are primarily impelled by the soaring import volume of paper-based solutions which is likely to favor the demand for such items in these countries. 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 focused 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 2021, WEPA U.K. launched a range of sustainable toilet paper ‘Feel Good’ manufactured from 100% recycled paper.


  • Essity AB (Sweden)


  • WEPA Hygieneprodukte GmbH (Germany)

  • Kimberly Clark Corporation (U.S.)

  • Metsa Tissue (Finland)

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

  • Lucart S.p.A. (Italy)

  • Cartiere Carrara S.p.A. (Italy)


  • Star Tissue UK Limited (U.K.)


  • June 2022 – TOSCOTEC, an Italy-based producer of paper machines, signed an agreement with the Saudi Paper Manufacturing Company to supply them with paper machines to increase their production volume of tissue paper rolls in Dammam.

  • September 2021 – Metsa Tissue, a subsidiary of Metsä Group, announced the expansion of its newly production plant for personal hygiene products, including tissue papers, toilet papers, and others in the U.K.

  • June 2021 - Kimberly-Clark, a multinational producer of paper-based consumer products, partnered with RWDC industries, a biotech firm, to expand its sustainable production for the consumer goods sector.

  • May 2021 – Sofidel Group, a global producer of sanitary products, launched a range of tissue and paper towels with antibacterial features ‘Nicky Defend’ to capture the consumer hygiene market in the U.K., Ireland, and Spain.

  • April 2021 - Lucart S.p.A., an Italy-based manufacturer of paper-based products, acquired Santander U.K., a producer of tissue papers, to expand its presence in the U.K.


An Infographic Representation of Europe Paper Towel Market

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The Europe paper towel market research report provides a detailed analysis of the industry and focuses on key aspects such as competitive landscape, and the segments such as product type, quality, and application areas. Besides this, the report offers insights into 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


Estimated Year


Forecast Period


Historical Period


Growth Rate

CAGR of 5.45% from 2023 to 2030


Value (USD Billion)

Volume (Thousand Tons)

By Product Type

  • Folded

  • Rolled

By Application


  • Consumer

  • AFH

    • Office

    • Restaurant

    • Hotel

    • Hospital

    • Others

By Quality


  • Strong Absorption

  • General Absorption

By Country


  • Germany (By Quality)

  • France (By Quality)

  • U.K. (By Quality)

  • Russia (By Quality)

  • Italy (By Quality)

  • Belgium (By Quality)

  • Netherlands (By Quality)

  • Luxemburg (By Quality)

  • Poland (By Quality)

  • Hungary (By Quality)

  • Romania (By Quality)

  • Bulgaria (By Quality)

  • Croatia (By Quality)

  • Czech Republic (By Quality)

  • Austria (By Quality)

  • Switzerland (By Quality)

  • Rest of Europe (By Quality)

Frequently Asked Questions

Fortune Business Insights says that the market was valued at USD 4.88 billion in 2022 and is projected to reach USD 7.38 billion by 2030.

Growing at a CAGR of 5.45%, the market will showcase a steady growth rate during the forecast period (2023-2030).

Based on product type, the rolled segment is a leading segment during the forecast period (2023-2030).

Rising awareness regarding the availability of a variety of paper towel 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 market.

Germany dominated the market share in 2022.

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

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