Posted on September, 22 2025
Less than 30% of Europe’s hygiene paper (sanitary paper including tissue and toilet paper) is manufactured from recycled fibres. Globally, the vast majority of hygiene paper products are created from wood-based fresh fibres (sources: Cepi 2024 and Environmental Paper Network 2018), which depend on the continuous extraction of raw materials.
To ease pressure on forests and reduce environmental impacts, a significant shift is needed in the global hygiene paper market. While improving the management of forests and tree plantations is one way to improve the pulp and paper sector, by increasing recycled content, we can transition supply chains from a linear ‘take-make-dispose’ flow to a more circular, sustainable and resource-efficient system.
WWF, together with its newest partner in the Forests Forward programme, WEPA, is working to drive this transformation – starting in Germany.
The WEPA Group is among the three largest European hygiene paper manufacturers, with 8% of the market share in Europe. The German-headquartered business is a specialist in the production of hygiene paper from recycled fibres. Together with WWF-Germany, WEPA will launch a national public awareness campaign to change public behaviour with regards to recycled hygiene paper.
“Given the large volumes of hygiene paper used, responsible forestry can only succeed if the use of recycled fibres is increased and forest management becomes less intensive,” said Stefan Gräter, Director Group Sustainability, WEPA. “That’s why we joined Forests Forward.”
Germany currently leads Europe in the use of recycled paper for pulp and paper production (Cepi 2024), and lessons learned here will be significant for informing and accelerating the global transition towards greater use of recycled hygiene paper in hygiene paper products.
“When it comes to hygiene paper, there’s no way around recycled and alternative fibres if we want to reduce the pressure on forests,” said Ralf Schlatter, Director Corporate Partnerships, WWF-Germany. “As a pioneer in this field, WEPA is a true asset to the Forests Forward programme.”
Responsible sourcing commitments
WEPA has joined WWF’s Forests Forward programme to further strengthen its efforts in responsible sourcing and supply chain transparency. This includes achieving WEPA’s goal of reducing the ecological footprint of its fibre portfolio by 25% by 2030, primarily by using at least 60% recycled fibres and non-wood fresh fibres, and by ensuring its supply chains are deforestation- and conversion-free. Currently, 100% of WEPA’s wood-based fresh fibres are sourced from certified sources, with 83.9% certified by the Forest Stewardship Council® (FSC®) – reinforcing its commitment to sustainable forest management.
WEPA and WWF are planning a pilot project that focuses on the responsible production of fresh non-wood fibres such as miscanthus, a fast-growing grass cultivated locally. This initiative supports efforts to diversify fibre sources and reduce pressure on forest ecosystems. The company has collaborated with WWF-Germany on a range of projects and initiatives since 2017, including circular material flows, climate action, and the conservation of forest and freshwater ecosystems in Germany.
“We’re delighted to welcome WEPA into the Forests Forward programme and excited about working together to push the boundaries on recycled and alternative fibres,” said Tim Cronin, Forests Forward Global Lead. “As we grow our portfolio of progressive partners across key sectors and markets – and with Germany respected globally as a leader and innovator on sustainability and circularity – we look forward to together demonstrating and influencing private sector leadership on forests.”
