Solid understanding of the tissue business landscape


Tissue & Hygiene


The global tissue business keeps going strong. The Covid-19 pandemic has had two-way effects on tissue demand as the away-from-home business has suffered from the lockdowns. Simultaneously, private consumption has spiked as people buy large quantities of toilet paper and other consumer tissues.

In the hygiene products sector the drivers vary a bit geographically due to factors like different hygiene cultures, the level of market penetration of different products and age demographics.

Comprehensive service offering for the tissue and hygiene sector

Vision Hunters tissue consulting expertise covers the business dynamics between branded and private label markets as well as at-home and away-from-home markets and related to tissue based on wood fiber and recycled fibers.
Our expertise in the hygiene sector covers fluff pulp and end use business dynamics,  including end uses in non-woven products, diapers, adult incontinence, and feminine pads.

Sustainability at the heart also in the tissue industry

Sustainability and environmentally sound products and processes are in the core for many leading global tissue industry players. Technological advances in the manufacturing process and efficient use of raw materials will improve both design and mill profitability.
Alternative raw materials are also of interest, eg. Bamboo. Unbleached tissue products, which are not that that popular in Europe, are gaining interest and market share in some geographic areas like China, driven by personal health and safety factors.

Market growth of tissue continues

Tissue & fluff is estimated to account roughly half of the market pulp demand, being the largest end-use segment. The tissue market is expected to grow by 3.2 % annually through 2036. On the long-term, the key drivers for tissue demand are the rapid development of emerging markets, product penetration levels, demographic changes and increasing focus on hygiene. Tissue consumption is rather robust against the economy’s cycles, although there is a positive correlation between tissue consumption and economic growth. The top questions of tissue business relate to fibre sourcing and industry structure. The high-grade recycled fibre diminishes alongside the decline in graphic paper demand and fragmented players merge to achieve higher synergies.

Consulting services for the Tissue and Hygiene sector:

  • Corporate and business strategies
  • New business and expansion opportunity assessments
  • Feasibility studies and investment advisory
  • Strategic market analysis and market entry
  • Fibre sourcing and availability
  • Technical and business feasibility studies
  • M&A services