Market Overview:

According to Fortune Business Insights Europe paper towel market size was valued at USD 5.32 billion in 2024. The market is projected to reach from USD 5.58 billion in 2025 to USD 8.46 billion by 2032, exhibiting a CAGR of 6.12% during the forecast period.

The expansion is driven by the surging usage of the product for the maintenance of cleanliness and hygiene. Additional aspect favoring industry expansion is the rising focus of manufacturers on capacity expansion.

List of Key Players Mentioned in the Report:

• Essity AB (Sweden)
• SOFIDEL GROUP (Italy)
• 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)
• INDUSTRIE CALTEX SPA (Italy)
• Star Tissue UK Limited (U.K.)

Segments:

Rolled Segment to Depict Substantial Surge Driven by Increasing Adoption in Commercial Settings

By product type, the market is fragmented into rolled paper towels and folded paper towels. The rolled segment is anticipated to depict remarkable expansion throughout the forecast period. The rise is driven by the growing product usage for daily hygiene needs.

Consumer Segment to Register Lucrative Growth Impelled by Growing Demand among Households

Based on application, the market is segmented into AFH and consumer. The consumer segment is touted to register substantial growth over the study period. The growth is propelled by the growing trend of home decoration among households.

Strong Absorption Segment to Record Appreciable Surge Owing to Soaring Effectiveness in Personal Hygiene