The Europe tissue and hygiene paper market comprises various products such as toilet papers, facial tissues, paper towels, and napkins. These products play a vital role in maintaining hygiene and are gaining popularity owing to rising health awareness among consumers. The growing demand for premium hygiene products coupled with the innovative product offerings by key manufacturers is boosting the market growth.

The Europe Tissue Europe Tissue and Hygiene Paper Market is estimated to be valued at US$ 60.14 Bn in 2024 and is expected to exhibit a CAGR of 8.4% over the forecast period 2024 to 2031, as highlighted in a new report published by Coherent Market Insights.

Market Opportunity:

Rising hygiene awareness is estimated to offer high growth opportunities to the Europe Tissue And Hygiene Paper Market Size during the forecast period. Factors such as increasing consumer health consciousness and busy lifestyles are propelling the demand for hygienic paper products in Europe. Moreover, the outbreak of the COVID-19 pandemic has further highlighted the importance of maintaining proper hygiene, thereby driving the adoption of tissue and hygiene paper products. Growing concerns regarding the spread of infections and diseases are compelling individuals to use tissue papers on a regular basis. This rising hygiene awareness among European consumers is expected to augment the market growth over the forecast period.

Porter’s Analysis

Threat of new entrants: The threat of new entrants is moderately low as the tissue and hygiene paper market requires significant investment in R&D, production facilities and distribution network. However, the growing demand provides opportunities for new players.
Bargaining power of buyers: The bargaining power of buyers is high given the fragmented nature of the industry with presence of several Europe Tissue and regional players. Buyers can negotiate on price and demand value added services.
Bargaining power of suppliers: The bargaining power of suppliers is moderate as raw materials include wood pulp which has few substitutes and suppliers have presence of large pulp producers. However, established players can source from multiple suppliers.
Threat of new substitutes: The threat of substitutes is low as tissue and hygiene paper has few close substitutes and players continue to innovate tailored products.
Competitive rivalry: The competitive rivalry is high given the presence of Europe Tissue leaders and regional mid-sized players competing on pricing, innovation and sustainability efforts.

SWOT Analysis

Strengths: Strong distribution network in Europe, product innovation in sustainability, compliance with regulations .
Weaknesses: Rising raw material prices, capital intensive industry, vulnerability to economic cycles
Opportunities: Growing demand for sustainable products, penetration in emerging markets, demand from food service industry
Threats: Trade barriers, stringent environmental regulations, substitution threat from alternatives

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