A tissue towel is an absorbent towel made from tissue. Unlike cloths towel, a tissue towel is disposable and can be used only one time. Paper towels are loosely woven to soak up the water, which enables water to travel between the fibers against gravity known as a capillary effect.
Drivers and Restraints
Increasing hygiene awareness among the consumers is driving the growth of the global tissue towel market, owing to certain properties such as lightweight, strength, softness, and absorbency. Tissue towel offers advantages such as prevention of bacterial infection when used for hand drying, which reduces the risk of communicable diseases such as cold and flu, this, in turn, is driving the growth of the tissue towel market. Tissue paper offers advantages such as moisturizing effect, softer touch, standardization in tissue paper making which leads to changing consumer buying habits towards tissue and influence of E-commerce on the consumer. Furthermore, advancements like sustainability, new products and packaging in the tissue manufacturing technology such as Air Dried tissue (ADT), Advanced Tissue Molding System (ATMOS), and New Tissue Technology (NTT) tissue making technologies are fueling the growth of the market.
However, increasing environmental concerns regarding excessive usage of paper products are restraining growth of the global tissue products market. Furthermore, the availability of alternatives for tissue products such as electric hand dryers and cotton towels is another factor hindering the growth of global tissue products market.
Market Trends
On the basis of application, the residential segment is projected to witness significant growth in the global tissue towel market over the forecast period. Increasing adoption of tissue towels in the commercial industry such as hotels, restaurants, healthcare facilities, educational institutions, commercial and business institutions, and public places is fueling the growth of the tissue towel market.
Market Outlook
The Asia Pacific is the fastest-growing region in the global tissue products market, owing to the increasing demand for tissue products from countries such as China and India. Asia Pacific region holds a dominant position in the tissue towel market as tissue towel production increased to 7 million tons since 2007 and it’s due to M&A, recent developments, innovation technology by the key players. Furthermore, increasing the manufacturing capacity of tissue products by market players is fueling the growth of the market in this region. For instance, Hengan Group expanded tissue production capacity in China by 50 thousand tons per year in January 2018.
North America region is leading the tissue towels market owing to maximum demand from the U.S. due to innovation and development in the tissue market. In 2016, North America was the largest tissue product market, owing to new product launches, technological innovations, and the presence of major market players such Better All Round Ltd., a consumer good company has launched Ora paper towel brand in participating targeted stores at Texas and nationwide in 2016. Furthermore, many manufacturers are focusing on using recycled papers to minimize environmental pollution. According to the American Forest and Paper Association, in 2016, around 90% of manufacturers in the U.S. used recycled paper for manufacturing of tissue products
Key Trends
Manufacturers operating in the global tissue products market adopt various strategies such as merger and acquisition, new product launches, and partnerships to retain their market position. For instance, in March 2017, Cascades Inc. launched Cascades Fluff and Tuff toilet papers and paper towels. In May 2017, Orchids Paper Products launched New Tackle paper towels, Clean Scents paper towels, orchids Trends Designer paper towels and Orchids Supreme bath tissue. Resolute Forest Products Inc. acquired Atlas Paper Holdings, Inc., a manufacturer of at-home and away-from-home tissue products in November 2015. The future tissue manufacturing focuses on the hygienic tissue towel products made from natural cellulosic fiber along with the packaging. The developed trend in the manufacturing process, cutting edges machinery development, fiber technologies are examined on a global basis.
Market players
The global tissue towel market is characterized by the presence of a large number of players. Major players in the market are focusing on mergers and acquisitions, joint ventures and partnerships, product portfolio expansion, and brand portfolio expansion to ensure long term sustenance. Some of the major players operating in the tissue towel market include Kimberly-Clark Corporation, Procter & Gamble Company, Georgia Pacific LLC, Cascades, Kruger Inc., Metsä Tissue, Wepa Leuna GmbH, Asaleo Care, and Hengan Group.
Tissue Towel Market Taxonomy
On the basis of product type, the global tissue towel is segmented into:
- Roll Towel
- Folded Towel
On the basis of applications the global tissue towel is segmented into:
- Residential
- Commercial
On the basis of the distribution channel, the global tissue towel is segmented into:
- Supermarkets
- Hypermarkets
- Convenience stores
- Online channels
- Others
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