Solid understanding of the tissue business landscape


Tissue & Hygiene


The key drivers for the tissue demand growth are still the GDP per capita, demographic changes and continuing urbanization. The ongoing COVID-19 pandemic and the increased focus on hygiene,  also shows as a spike in the demand of tissue products and an acceleration of their e-sales.

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 continues

Tissue and fluff end use is estimated to account for over half of the market pulp demand in 2019 and the tissue market is expected to grow by 3.1%/a through to 2033. Fibre sourcing will be the critical question in the future as the availability of high-grade recycled fibre will diminish due to sharp decline of graphic paper demand after the COVID-19 pandemic.
Changes will also take place in the industry structure, as the tissue industry is still quite fragmented and there is a pressure for further M&A activities for reaching 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