Market Trends of Tissue Paper Industry
Bathroom Tissue Expected to Witness a High Growth Rate
- Bathroom tissue continues to be the most crucial category of tissue paper among all tissue products, driving the tissue market forward via a combination of necessity and the general westernization of bathroom culture. The market is growing due to increased production of organic tissue papers, rising disposable incomes, and government initiatives to support public health.
- The rising awareness of hygiene in developing economies has contributed to the market's growth. Also, the surge in disposable incomes and rising standard of living in these countries have increased demand for more premium sanitaryware products for added convenience.
- There has been a sudden spike in demand for tissue papers with the spread of the COVID-19 pandemic. The manufacturers of these tissues produced nearly 20% more than the normal levels during the COVID-19 pandemic. The prices of tissues are significantly decreasing in the United States, which is also a driving factor for the market's growth.
- Moreover, increasing raw material prices is a crucial factor that negatively impacts the growth of the market for bathroom tissue worldwide. Moreover, innovative products, such as electronic dryers, are impacting the market's growth.
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North America to Hold the Largest Market Share
- The average American consumer uses most tissue papers in volume terms compared to the global average. Also, the most significant subsector is toilet paper, which has a household penetration rate of close to 100%. Pushing consumers toward the premium end of the market has become the primary driver of growth.
- The US consumer tissue market is highly concentrated, with roughly 80% of sales in the hands of the top three manufacturers, Kimberly-Clark, Procter & Gamble, and Georgia-Pacific.
- The away-from-home segment of the tissue market dominates the sales in this region. However, dwindling availability and deteriorating quality of recovered fiber oblige tissue makers to use more virgin fiber.
- The regional manufacturers are integrating with pulp companies to lower costs and increase long-term growth potential. However, such integrations can impact pulp capacity negatively, impacting the tissue market. Fierce competition, volume maturity, and price pressure are also putting constraints on the growth of the tissue market.
- With the developments in technologies of manufacturing and design of toilet paper, improving economic conditions is a critical factor that drives the market's growth. The increasing per capita disposable income and consumers' spending capacity increase, leading to a rise in expenditure on toilet paper.
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