The Covid-19 pandemic brought about unprecedented demand for tissue and hygiene paper products across Europe as people stocked up on essential items like toilet paper, paper towels and facial tissues. While supply chain disruptions caused short term issues in 2020, the tissue paper market in the region has since stabilized and analysts now project solid growth in the coming years as hygiene habits change long term. Let's take a closer look at the key factors driving the European tissue market going forward.

Rise in Hygiene Awareness

The pandemic highlighted the importance of personal hygiene and cleaning surfaces to prevent the spread of germs. Extensive reports in the media about handwashing and disinfecting surfaces made Europeans much more conscious about hygiene. A survey conducted in 2021 found that over 70% of respondents said they were washing or sanitizing their hands more frequently compared to pre-Covid times. Additionally, over 60% said they were regularly disinfecting high touch surfaces at home as well. This rise in hygiene awareness is expected to increase the demand for tissue and hygiene paper products on a long term basis. Consumers are likely to continue maintaining higher hygiene standards even after the pandemic ends.

Increased Home Tissue Paper Consumption

During various phases of lockdowns and restrictions across Europe, people spent more time at home for work, education and leisure. This shift from an 'out-of-home' lifestyle to staying indoors led to significant growth in domestic tissue and hygiene paper demand from 2020 onwards. Whether it was for basic needs like toilet paper or optional uses like paper towels and facial tissues, in-home tissue product consumption rose dramatically. Even as economies reopened in 2021, home usage remained elevated compared to pre-pandemic baseline levels. The work-from-home dynamic continuing for many white collar jobs means tissue demand from households and home offices will stay high.

Rise of E-commerce

The pandemic jumpstarted online shopping for all categories including tissue and hygiene paper products for many consumers. People got used to buying daily essentials via e-commerce when shops were closed during lockdowns. Popular online retailers like Amazon and local players saw massive growth in tissue product sales via their websites and apps. Going forward, even as stores reopen, e-commerce usage has increased permanently for this category. The flexibility, convenience and contactless doorstep delivery has made many customers loyal to online purchasing of tissue goods. European tissue brands and retailers have responded by upping their digital game to tap into this fast growing e-commerce channel.

Innovations Driving Premiumisation

The European Tissue  has seen many interesting innovations over the past couple of years to differentiate products and drive what's known as the 'premiumization' trend. Brands are introducing extra soft, strong, thick and multi-ply variations to meet changing consumer needs as well as attract those willing to pay more for added features. Some new categories growing in popularity include wet wipes, probiotic and natural ingredient based tissues and towels, anti-microbial hand products etc. Premium toilet papers, towels and facial tissues with attractive fragrances and packaging are getting popular as gifts. All these innovations are helping expand the market size as buyers opt for higher quality tissue goods.

Increased Focus on Sustainability

There is growing awareness among Europeans about sustainability and minimizing the environmental impact of everyday consumer items. The tissue industry has responded proactively by introducing eco-friendly options made from recycled paper or renewable plant based materials like bamboo. Many brands highlight green credentials on packaging and use minimal outer wrapping. Efforts are ongoing to reduce plastic and increase recyclability across the product journey. Green tissue lines are finding many takers especially from younger, climate conscious audiences. Regulatory push for circular economy practices is also motivating the industry to optimize processes, cut waste and develop fully sustainable tissue products.

Future

With higher in-home tissue usage here to stay, rising hygiene standards and an aging population driving need, the European tissue market has strong tailwinds for growth in the post pandemic world. E-commerce penetration will continue increasing while premiumization and innovative new products attract buyers. Sustainability will remain a key priority area. Tissue players leading the transition to green manufacturing and developing differentiating sustainable portfolios have an edge. While potential economic headwinds remain, fundamental demand drivers ensure Europe stays a lucrative region for tissue suppliers globally in the foreseeable future.

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