TISSUE TOWEL MARKET ANALYSIS

Tissue towel is an absorbent towel made from tissues. Unlike cloth towels, tissue towels are disposable and can be used only one time. Tissue towels are light weight, soft, and has good strength and absorbency. It offers various advantages such as prevention of bacterial infection when used for hand drying, which reduces the risk of communicable diseases such as cold and flu. These factors are expected to drive growth of the tissue towel market. However, increasing environmental concerns is restraining growth of the global tissue towel market. Therefore, most of the manufacturers in the U.S. such as Kruger Inc. and Cascades Inc. are using recycled papers to minimize environmental pollution.

Global tissue towel market was valued at US$ 49.3 Billion in 2021, in terms of revenue, exhibiting a CAGR of 2.3% during the forecast period (2022 to 2030).   

Drivers

The global tissue towel market is expected to witness major growth in the near future, thanks to rising awareness about health and hygiene. Tissue towels are more economical, less labour-intensive, and more sustainable when compared to fold towel and box towel, which is expected to drive growth of the market.

Among regions, Asia Pacific held highest market in the global tissue towel market, owing to increasing international trading of tissue and tissue products in this region. In 2019, According to the Department of Commerce, International Trade Administration (ITA), the total imports of tissue, towel, and similar products to Australia was valued at US$ 178,200 in 2019 and increased up to US$ 230,102 in 2021.

Figure 1. Global Tissue Towel Market Value Share (%), By Region, 2021

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Market Restraints

Lack of universal directives pertaining to applications of Tissue Towel is expected to restrain market growth during the forecast period. Every country has different directives pertaining to use and applications of Tissue Towel. Key players find it difficult to cope with such country wise regulations, which in turn is discouraging investment in the Tissue Towel industry, thereby restraining the market growth.

Market Trends

Changing climatic conditions are expected to act as a key trend in the global tissue towel market. Earlier, concerns like flu and common cold drove tremendous growth for paper towels. Changing climatic conditions are resulting in far more cases of common cold, flu, among others, which is expected to drive  demand for tissue towels during the forecast period.

Figure 2. Global Tissue Towel Market Value Share (%), By Product Type, 2021

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Among product type, the roll towel segment is expected to account for the largest market share over the forecast period. Roll towels are more economical, less labour-intensive, and more sustainable when compared to fold towel and box towel, which is expected to drive  growth of the segment. Furthermore, roll tissue towels are eco-friendly, as it does not require polypacks.

Recent Developments

• On Feb. 26, 2021, KP Tissue Inc. and Kruger Products L.P. announced the completion of construction and successful start-up of their state-of-the-art Sherbrooke manufacturing facility featuring Canada’s largest and most modern through-air-dry (TAD) tissue machine. The new facility also comprises three converting lines which are used for manufacturing of roll towel, folded towel, and boxed towel.
• On June 1, 2022, Kruger announced that its affiliate Kruger Specialty Papers Holding L.P. completed the acquisition of Domtar’s pulp mill in Kamloops, British Columbia. The Kamloops facility, which manufactures northern bleached softwood Kraft pulp (NBSK) and unbleached softwood Kraft pulp, will continue to operate as usual, honoring all existing volume commitments and agreements with customers and suppliers. This acquisition will also enable Kruger to secure the supply of high-quality pulp for some of its paper mills, including those in Quebec, where the company is investing about US$ 1 billion for the construction of two state-of-the-art tissue plants.
• In September 2021, Metsä Tissue, part of Metsä Group, a forestry group promoting sustainable bioeconomy, started a new tissue line in Germany to provide sustainable hygiene products to the Western European region. With the new line,Metsä Tissue is aiming to serve the German’s and adjoining areas hygiene market predominantly with their Katrin brand.

Competitive Section

Major players operating in the global Tissue Towel market include Kruger Inc., Wepa Leuna GmbH, Cascades Inc, Georgia-Pacific LLC, Metsä Tissuem Procter & Gamble Co., Kimberly-Clark Corporation, Asaleo Care Limited, Hengan Group, SHP Slovak Hygienic Paper Group, AB Grigeo, Essity Aktiebolag (publ), Industrie Celtex S.p.A, Lucart S.p.A., and Sofidel S.p.A.