The global COVID-19 pandemic has challenged all industries to operate differently. The tissue industry is certainly not exempt from the impact of the crisis, which has given rise to examining emerging consumer trends and industry trends that have tissue converters exploring how to prioritize market shifts and product demand. Maintaining a competitive advantage can be complicated, but having a partner that can help you navigate an ever-changing market can make things easier.
On the whole, fiber-based products are in demand. The global compound annual growth rate (CAGR) across segments is projected to crest an average of 2%, with the tissue market anticipated to see even higher percentages.1
The climb is encouraging for the tissue industry, but it’s not without complications. Several years of substantial fluctuations in hardwood and softwood pulp prices have impacted tissue product costs. As a result, tissue converters are seeking innovative ways to meet consumer demand and protect margins.
Consumers are driving change in the tissue industry. Well-established and emerging markets alike are pushing for new-and-different products, but they also remain sensitive to quality, performance, and price. As a result, recent trends in toilet tissue and paper toweling continue to skew toward product premiumization and private label expansion.