According to RISI, Tissue production globally should exceed 44 million tonnes in 2021, an increase of more than 14 million tonnes over 2010. Advancements in tissue manufacturing technology and the efficient use of raw materials will lead to improving both the design of tissue products and the way they are dispensed.

- The tissue paper industry growth is variable region to region due to various factors such as availability of raw materials, environmental impacts, income levels, etc. Paper consumption is at unsustainable levels and globally it is steadily increasing, particularly in Asia, while remaining at unequal levels of access in some parts of the world, particularly Africa.

- Asia-Pacific is expected to witness the highest growth rate during the forecast year due to rising disposable incomes, improving standards of living, rapid industrialization and globalization in emerging economies like China, Japan and India.

- Flourishing tourism and hospitality industry and increasing population of working-class globally coupled with the growing awareness among consumers related to health & hygiene is expected to drive the global tissue paper market.

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Key Market Trends

Bathroom Tissue to Occupy the Maximum Growth Demand

- Among all the tissue paper products, bathroom tissue remains the key tissue category, driving the tissue market forward through a combination of necessity and the general westernization of toilet culture. Increased development of organic tissue papers, rising disposable incomes, and government policies to promote public health are also some of the major factors driving the growth of the market.

- There is a sudden spike in the demand for tissue papers due to the ongoing spread of the COVID-19 pandemic. The manufacturers of these tissues are producing 20% more than the normal levels which might strain the supply chain.

- On the other hand, increasing raw material prices are a significant factor that is negatively impacting the growth of the market for bathroom tissue all over the world. Moreover, the new innovative products, such as electronic dryers, are impacting the growth of the market.

- In the long run, high-tech toilets based on water and air jetting with several additional functions, including automatic lid opening, music, ozone deodorant systems and urinalysis, seem to have had some negative impact on bathroom tissue consumption.

North America to Hold the Maximum Market Share

With an annual per capita consumption of 27kg, the average American consumer tops the world list when it comes to usage of tissue papers in volume terms. With the biggest subsector, toilet paper, already enjoying household penetration rates of close to 100%, pushing consumers towards the premium end of the market has become the chief driver of growth.

The US consumer tissue market is also highly concentrated, with roughly 80% of sales in the hands of the top three manufacturers Kimberly-Clark, Procter & Gamble and Georgia-Pacific.

Away-from-Home segment of the tissue market dominates the sales in this region. However, dwindling availability and deteriorating quality of recovered fiber are obliging tissue makers to use more virgin fiber.

The manufacturers in the region are integrating with pulp companies in order to lower costs and increase the long term growth potential. Although such integrations can impact the market pulp capacity negatively impacting the tissue market. Fierce competition, with volume maturity and price pressure are also putting constraints on growth of the tissue market.

Competitive Landscape

The tissue paper market is highly fragmented due to high demand, presence of major players as well as numerous players entering the market to have a stronghold in it by developing high-quality products for various end-user applications. Some of the key players include Kimberly-Clark Corporation, Georgia Pacific LLC (Koch industries), SCA (Svenska Cellulosa Aktiebolaget), Procter & Gamble, Clearwater Paper Corporation, Wausau Paper Corp., and Kruger Products, among others.

- April 2019 - Georgia-Pacific’s Naheola, Alabama, the mill received an investment of more than USD 120 million for a new tissue machine and roll storage building to support the company’s retail bath tissue business.

- March 2019 - SCA Wood France, French company Innovation Solutions Bois, and Groupe ISB merged their operations in wood processing and distribution of wood products in France. The merge will result in a large and resourceful supplier of wood products to the French building material sector.

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