Rethinking hygiene paper in healthcare

EVERY DAY, millions of hands are dried, spills wiped and washrooms restocked with hygiene paper - a staple product across many industries, from healthcare to hospitality - but few give considered thought to the trees behind these products. The impacts of traditional hygiene paper are staggering: deforestation on a massive scale, significant carbon emissions, and a legacy of consumer misconceptions that only bright white sheets equate to cleanliness and quality.

But the landscape is changing. The shift toward sustainable sourcing is no longer optional, it's being driven by growing consumer expectations and mounting pressure on global supply chains. In fact, 71% of facilities managers now say sustainable procurement is a key driver of operational strategy, underscoring a critical demand for alternatives that deliver both environmental and operational value.

Miscanthus grass represents a turning point in how we think about fibre, manufacturing and our collective responsibility to the planet. This isn't just about a new material; it is about reengineering an entire value chain for sustainability and performance, without compromise.

The need for change in the hygiene sector 

Traditional hygiene paper production relies heavily on virgin wood pulp, a practice that contributes significantly to deforestation and biodiversity loss. In 2022, tropical regions lost the equivalent of 11 football fields of forest every minute; by 2024, that number had risen to 18 per minute. While the rate may fluctuate, the overall trajectory highlights an urgent need for change. Much of this loss will be driven by commercial demand for wood-based products like hygiene paper.

Beyond deforestation, the production process itself carries a heavy environmental burden. Virgin pulp production is energy-intensive, water-consuming and emits substantial greenhouse gases, far more than alternative fibres. 

Additionally, industry standards have reinforced the idea that quality hygiene paper must be white, soft and thick - an aesthetic tied to virgin pulp. This misconception is now being challenged, both by the rise of sustainable alternatives and by growing corporate commitment to ESG goals.

As environmental awareness grows, mainstream consumer behaviour is shifting. Retailers and suppliers are being called upon to provide transparency into the origins of their paper goods. A new generation of buyers, both institutional and individual, is prioritising values over appearance, making the hygiene paper industry ripe for disruption.

The answer to making paper sustainable 

Miscanthus, also known as elephant grass, is a fast-growing perennial plant that thrives on marginal land with minimal inputs. It doesn’t require irrigation, pesticides, or even replanting, as once established, it regenerates year after year for up to 20 years. That makes it ideal for regenerative agriculture, improving soil health, supporting biodiversity and temporarily sequestering carbon through its deep root systems.

The environmental benefits of Miscanthus grass over traditional fibres are profound. Research shows it can reduce carbon emissions by up to 65% compared to virgin wood pulp.Unlike eucalyptus or bamboo, which are often shipped thousands of miles from Asia or South America, Miscanthus grass can be grown and processed closer to where it's used, such as areas of Europe, reducing transport emissions and strengthening local supply chains.

It also offers economic advantages to farmers and rural communities. Miscanthus grass thrives on underutilised or degraded land and it can generate income from plots not viable for food crops, contributing to more resilient, diverse agricultural economies. With government incentives for nature-based solutions gaining traction across Europe, Miscanthus grass farming presents a benefit for climate and rural regeneration alike.

Cultivating and processing Miscanthus grass for paper production

The journey of Miscanthus grass-based hygiene paper begins in the field. Cultivated using conventional agricultural methods, the grass is harvested once a year and baled for processing. It is then pulped using a chemical-free, unbleached process that preserves the fibre’s natural strength and tone. This is not only better for the environment but also for product quality, producing a soft, absorbent, high-performing tissue paper suitable for even the most demanding applications.

The pulp is blended with recycled fibres, avoiding the need for virgin pulp entirely. The final product is naturally light in colour and is produced using green electricity, demonstrating that sustainability doesn’t require trade-offs on function or feel.

Miscanthus grass isn’t meant to replace wood fibres entirely. Rather, it’s a critical piece of a diversified fibre future. It complements other sustainable materials like recycled paper and OCC (Old Corrugated Containers), aligning with broader trends in circular economy design. Fibre innovation is not a one-size-fits-all solution; it’s a collective opportunity to reimagine how materials are sourced, produced and repurposed.

Investing in a regenerative supply chain

The integration of Miscanthus grass into hygiene paper production represents the result of over a decade of focused research, development and strategic investment. The real innovation lies not just in the material itself, but in the creation of a fully traceable, transparent and regenerative supply chain. This vertically integrated model spans from cultivation through to conversion, lowering emissions and operational costs while offering a replicable blueprint for other regions. 

By partnering with local farmers and processors, the model decentralises fibre sourcing, reducing reliance on vulnerable global supply chains while supporting rural economies, biodiversity and soil regeneration. At the manufacturing end, existing infrastructure has been adapted and pulping techniques refined to integrate Miscanthus grass at scale, enabling the production of high-performance hygiene paper with a lower environmental footprint.

As part of ongoing fibre diversification, investment is now focused on the implementation of Miscanthus-based innovations, with a UK launch planned. The material is designed to meet the functional requirements of hygiene paper including comfort, absorbency and durability, while aligning with broader goals around resource efficiency and environmental impact. 

Meeting corporate sustainability goals 

For facilities managers, hygiene paper is no longer a back-office concern, it’s a frontline tool in achieving ESG goals. According to IWFM, 75% of facilities managers are targeting net zero by 2025. Products like Miscanthus grass-based paper offer a credible way to cut emissions, reduce site waste, and report tangible progress on environmental KPIs.

Performance still matters, of course. Miscanthus grass-based paper offers strength, softnessand absorbency that match or exceed conventional options, making it viable for high-usage environments. From luxury hospitality venues to construction sites to multi-site educational trusts, the versatility of the material means it can serve diverse sectors without compromise.

It’s also about optics. Choosing visible, tangible products that signal sustainability can promote a forward-thinking and responsible narrative to clients, guests and stakeholders. Hygiene paper might often be an after-thought product, but it’s one that’s encountered daily by users, and it carries powerful symbolic value when it aligns with an organisation’s green goals.

Shifting customer expectations through education 

One of the biggest barriers to adoption isn’t technical, it's perceptual. Many consumers still equate whiteness with cleanliness, despite the environmental toll of bleaching agents and chemical additives. Hygiene paper created with Miscanthus grass, with its natural tone and unbleached aesthetic, challenges that visual expectation.

Education is key. Labelling, B2B communication and transparent marketing can help shift perceptions. When customers understand the performance and sustainability benefits of these products, they’re more likely to see the unbleached look not as a downgrade, but as a badge of environmental integrity. Studies show that consumers want more sustainable products. A 2024 industry report found that 72% of B2B buyers are more likely to purchase from businesses with a social responsibility focus. For hygiene brands, this is a mandate to innovate, inform and inspire.

Miscanthus grass paper and the circular economy 

Miscanthus grass isn’t just a paper solution. It’s a platform for circular innovation. Its fibres can be used in packaging, textiles and biodegradable composites. Combining alternative fibres like Miscanthus grass with recycled sources such as OCC unlocks even greater sustainability benefits.

At WEPA Professional UK, we are currently exploring broader circular strategies, refillable low-plastic consumables and closed-loop systems by collecting used paper towels for repurposing. Together, these innovations form a roadmap for the washroom of the future, a part of a fully circular material lifecycle.

Waste-to-resource thinking is the next frontier. As demand for ESG accountability rises, more businesses are looking beyond recycling toward resource loops that eliminate waste at the source. Miscanthus grass fits neatly into this shift, not only as a renewable input but also as a symbol of nature-led innovation.

Applying regenerative fibre innovation across sectors

Miscanthus grass-based hygiene paper offers sector-specific benefits across a range of industries. In healthcare, its compostable, non-toxic and high-performing qualities make it an effective solution for reducing clinical waste and broader supply chain Scope 3 emissions in hospitals and care facilities. These Scope 3 emissions represent the most significant contributor to total emissions, accounting for 71% of healthcare’s worldwide footprint. In hospitality, Miscanthus grass products deliver a unique aesthetic and a quietly premium feel, aligning with the values of eco-conscious consumers while enhancing the guest experience. Educational institutions, which must often balance sustainability with budget constraints, can use Miscanthus grass paper to foster environmental awareness and further education among students and staff. In corporate offices, where embodied carbon and ESG reporting are gaining importance, even everyday materials like hygiene paper are under scrutiny. On high-volume construction sites, adopting low-impact alternatives like Miscanthus grass can help cut landfill waste and support green building certifications such as BREEAM and LEED.

Smarter washrooms and sustainable tech 

Smarter washrooms and sustainable technology are reshaping hygiene practices across all sectors. Touch-free, sensor-based dispensers are becoming standard, reducing both waste and labour by requiring fewer refills than manual systems. These innovations help optimise resource use, lower operational costs and contribute to sustainability goals by cutting down on emissions and material consumption. 

Smart monitoring systems further enhance efficiency by enabling real-time inventory tracking, ensuring supplies are replenished only when needed, minimising overuse and reducing unnecessary restocking trips. When combined with sustainable materials like Miscanthus grass-based paper, these technologies allow organisations to overhaul their hygiene infrastructure holistically. From dispensers to hand towels to soap, every element can be optimised to reduce plastic, conserve resources, and shrink the overall environmental footprint delivering cleaner spaces and smarter systems without compromise.

Rising standards: regulation, certification and procurement pressure

Procurement professionals now carry significant responsibility. Their choices can determine a facility’s carbon trajectory, its compliance exposure and even its brand reputation. And the move toward sustainable hygiene products isn’t just a response to consumer demand, it’s increasingly being shaped by regulation.

Across the EU and UK, regulation is catching up with the urgency of climate goals:

• EU Deforestation Regulation (EUDR) requires traceable, deforestation-free products
• Eco-certification standards (e.g., EU Ecolabel, FSC, PEFC) are becoming procurement essentials
• Green Public Procurement is pushing facilities to verify supplier claims.

Miscanthus grass-based paper not only complies, but often exceeds these requirements, thanks to its traceability, regenerative growing method and chemical-free processing.

The new deforestation legislation from the EUDR is mandating strict traceability requirements for products linked to forest degradation, including those made from wood pulp. As of 2024, businesses importing or selling covered products in the EU must prove that their supply chains are deforestation-free, a shift that’s already impacting procurement practices. 

At the same time, eco-certification standards like FSC, PEFC, and EU Ecolabel are becoming baseline expectations rather than optional add-ons, while corporate ESG reporting continues to spotlight supply chain transparency and environmental accountability. According to a 2024 survey by Deloitte, 76% of procurement leaders say regulatory compliance is now a primary driver for sustainability initiatives in their organisations.

In this tightening regulatory environment, scalable alternatives like Miscanthus grass help turn procurement into a force for good, offering a strategic advantage. As a fast-growing, non-wood perennial grass that requires no deforestation, Miscanthus grass provides a verified low-impact alternative that aligns with emerging legislation and sustainability benchmarks. By integrating such solutions now, businesses can not only reduce their environmental impact but also futureproof their operations against rising compliance risks. For facilities managers and procurement teams, this means stronger positioning in competitive tenders, smoother audits and a clear signal to stakeholders that sustainability is more than a checkbox, it’s a core operational value.

The future of hygiene paper 

What Miscanthus grass signals is bigger than just hygiene paper. It points to a future where fibre innovation plays a central role in decarbonising industries, restoring ecosystems and building more equitable supply chains. With a 20-year regenerative lifecycle and the ability to support biodiversity, Miscanthus grass exemplifies what’s possible when the industry rethinks its resource base.

Investing in Miscanthus grass is not simply about introducing a new product line - it's a strategic commitment to leadership in sustainable manufacturing and a catalyst for industry-wide transformation. With a UK launch on the horizon for our business, these products demonstrate that high-performance, low-impact hygiene paper is no longer a future ambition; it is a present-day reality, ready to scale.

Miscanthus grass represents more than a sustainable fibre, it embodies a progressive mindset. One that challenges conventional practices, prioritises regenerative solutions and embraces innovation without compromising performance. As the hygiene sector adapts to the demands of a low-carbon economy, materials like Miscanthus grass are at the forefront, not only for their intrinsic benefits but for the broader possibilities they unlock.

Today, sustainability is no longer a differentiator - it is a baseline expectation. And Miscanthus grassis helping to define the new standard.

Ramona Shellard is sales director at WEPA Professional UK

For more information, visit https://www.wepaprofessional.co.uk/