ECJ EUROPEAN Cleaning Journal

Nik Ruangroj, head of brand marketing at WEPA Professional, shares how innovations in materials and manufacturing are positioning Miscanthus grass as a game-changer for sustainable hygiene paper.

AS SUSTAINABILITY MOVES from aspiration to expectation, the cleaning and hygiene industry faces a dual challenge: to reduce environmental impact while preserving the quality expected in premium products. This is particularly pressing in hygiene paper products, where performance is essential, as is the need for transparent, responsible sourcing.

The shift toward sustainable sourcing is being driven by growing consumer expectations and increasing pressure on supply chains. In fact, 78 per cent of facility managers now list sustainability among their top three priorities.

Among the emerging solutions, one natural material stands out: Miscanthus grass. But can this fast-growing plant deliver on sustainability and performance?

Miscanthus grass, also known as elephant grass, is a resilient, fast-growing perennial grass with positive eco-credentials. It thrives on marginal land, requires minimal irrigation and only requires a low amount of chemical fertilisers in the starting growth phase. Once established, it regenerates annually without replanting, offering a long-term, stable biomass source with minimal environmental input.

Miscanthus grass offers strong environmental benefits by temporarily sequestering carbon in its deep root systems and above-ground biomass during growth. While this carbon is eventually released when the plant is harvested or decomposes, its cultivation still supports soil health, enhances biodiversity and aligns well with regenerative agriculture principles.

In the context of hygiene paper production, Miscanthus grass offers a realistic and scalable route to decarbonisation, reduced reliance on virgin wood fibres - achieving a 65 per cent lower carbon footprint than traditional fibre sources like virgin pulp - and a more transparent, resilient supply chain.

The path from plant to paper begins when Miscanthus is cultivated using conventional agricultural equipment. It matures annually, allowing for consistent, predictable harvests. Once cut, the stalks are baled and stored before being transported to processing facilities, where the dried straw undergoes a pulping process without the use of any harmful substances or bleaching, to preserve its natural fibre strength and colour.

The resulting pulp is blended with recycled paper fibres, creating a naturally light-toned, unbleached hygiene paper. This process not only reduces the use of materials but also avoids the need for energy and resource-intensive bleaching. The result is a paper product with a significantly lower environmental footprint and a soft, high-performing feel.

The fibre blend is formed into mother rolls, which are later converted into finished hygiene products such as toilet tissue and hand towels. These are then packaged and distributed to facilities across Europe, completing a transparent and traceable supply chain from organic matter to end user.

Maintaining quality and performance

Sustainability is only half the equation, as the Miscanthus grass-based hygiene paper must deliver on the same functional and quality benchmarks as traditional products – this means softness, absorbency and strength. In sectors such as healthcare, education and hospitality, hygiene paper is used frequently and must stand up to demanding conditions.

Miscanthus grass-based paper performs impressively on these key benchmarks. The hollow stalks produce fibres that are naturally soft yet strong, with excellent absorbency characteristics. This makes the paper well-suited for premium applications, where comfort and reliability are non-negotiable.

These performance traits are critical in convincing facility managers and procurement teams that sustainable products don’t require a compromise on quality. As sustainability climbs the agenda in commercial and institutional settings, facility managers are increasingly seeking hygiene solutions that align with environmental goals without sacrificing quality or performance. In fact, 75 per cent of organisations surveyed by IWFM aim to achieve net zero by 2025.

This shift is driven not only by corporate ESG commitments but also by cost efficiency, regulatory compliance and growing end-user awareness. Products made with alternative fibres like Miscanthus grass help meet these evolving expectations, offering a tangible way to reduce environmental impact while maintaining the required quality standards. For suppliers, this marks a clear opportunity to innovate and differentiate through sustainable design and transparent sourcing.

Complementing not replacing

While Miscanthus grass delivers significant environmental benefits, it is not intended to replace virgin wood pulp. Rather, it plays a strategic role in diversifying the range of paper products available on the market. The sector has traditionally depended on conventional pulp due to its proven reliability and well-established global supply chains. Miscanthus grass provides a valuable opportunity to reduce this dependency and create a more resilient and responsible supply system for hygiene paper manufacturing.

By broadening the range of material sources, Miscanthus grass is instrumental in advancing a more climate-conscious and resource-efficient production model. As part of a diversified fibre portfolio, it enables the hygiene sector to shift toward sustainability without compromising product quality or performance.

Challenges to scaling use

Scaling up Miscanthus grass for industrial purposes doesn’t come without hurdles. One of the primary challenges involves adapting fibre processing techniques to preserve quality and performance at a large scale. Miscanthus grass fibres differ in structure from traditional wood pulp, requiring tailored cutting, drying and refining processes. While many machines can be adapted, additional specialised equipment is necessary to optimise efficiency and ensure consistent results.

Supply consistency and geographic limitations also needed to be addressed. Though Miscanthus grass grows well in parts of Western Europe, expanding its cultivation requires cooperation with local farmers, logistics planning and clear quality standards.

Despite these challenges, the roll-out so far has been swift, driven by the urgency of sustainability targets and strong interest from customers seeking high-performance, low-impact solutions.
Miscanthus grass-based hygiene paper products are still in the early stages of adoption within the industry, despite the plant’s established role in other sustainable applications such as bioenergy, biodegradable packaging and natural fibre composites.

Consumer acceptance plays a critical role in the success of any sustainable innovation. While Miscanthus grass offers clear environmental and performance benefits, market readiness depends on how well these attributes are communicated and understood. Many consumers still associate premium hygiene products with whiteness and a certain aesthetic, characteristics often achieved through chemical processing.

According to a 2024 report, 72 per cent of B2B buyers say they are more likely to purchase from socially responsible businesses. To drive the adoption of Miscanthus grass-based products, consumers must be educated about the natural appearance of the fibres, the absence of bleaching agents, and the environmental benefits of alternative materials.

When people understand the environmental benefits and functional performance of Miscanthus grass-based hygiene paper, they’re more likely to embrace it – not as a compromise, but as a better standard. As sustainability becomes a growing priority in purchasing decisions, transparent communication and clear product labelling will help build trust and normalise new standards for what high-quality, eco-friendly hygiene paper looks and feels like.

The road ahead

The integration of Miscanthus grass into hygiene paper production represents not just a shift in raw material sourcing, but a broader leap in fibre technology and sustainable innovation. Through over a decade of dedicated research, this has developed a highly specialised process - from refining fibre preparation techniques to adapting machinery for efficient, chemical-free pulping - that turns this perennial grass into a viable high-performance material. This discovery underscores what’s possible when environmental priorities and industrial-scale innovation align.

As demand for sustainable alternatives grows, Miscanthus is proving responsible production doesn’t have to mean compromise. It signals the potential for more advanced fibre systems that marry cutting-edge engineering with natural resource stewardship, setting a new benchmark for the future of manufacturing.

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