Friday, June 5, 2026

Country Report

    Tissue World Magazine, Country Report: Brazil, Canada, China, Colombia, Egypt & Jordan, France, Germany, Greece, India, Iran, Italy, Japan, Kazakhstan, Mexico, Nigeria, North America area, North East USA, Portugal, Russia, Scandinavia, South Africa, Spain, Thailand, Turkey, UAE, UK, Vietnam

    Aya Suzuki, Senior Consultant, Euromonitor International

    COUNTRY REPORT: Japan’s highly competitive mature market focusses on innovation and high quality tissue

    Japan Tissue World Magazine -
    Retail value sales to continue rising as companies shift their strategies to offset fundamental cultural changes and population decline set to reach 9% by 2039. Report by Euromonitor International’s Senior Consultant...
    Jorge Araya, Consultant Tissue & Hygiene, Euromonitor International

    Sector by sector: growth trends examined as retail value sales rise by 6%

    Mexico Jorge Araja -
    Jorge Araya, Consultant Tissue & Hygiene, Euromonitor International, finds that adding value is a key opportunity for Mexican manufacturers. Key data findings Retail value sales increase by 6% in current terms in...

    MEXICO: Set for significant home and export tissue growth … but can it survive...

    Mexico Bruce Janda, Senior Consultant, ResourceWise. -
    With uncertainty following a major tissue deal, and trade agreements under review, ResourceWise’s Senior Consultant Bruce Janda analyses Mexico’s rise in the North and South American industry. This column last reviewed Mexico’s...
    Image: PURPLEPRINT Creative SL

    PORTUGAL COUNTRY REPORT: Portugal expands its growing reputation as a competitive player in the...

    Portugal Bruce Janda, Senior Consultant, ResourceWise. -
    Innovative advances across the industry have seen 25% of tissue production going for export, three times higher than imports. Report by Bruce Janda, Senior Consultant, ResourceWise.  Portugal, which borders Spain and the...
    Per Brandberg, Consultant, Euromonitor International.

    Portugal: How a highly mature market plans to maintain growth

    Country Report Per Brandberg -
    Promotion, innovation investment, adding value, discounting, cost-cutting … industry strategies as the economy emerges from a slowdown. Report by Per Brandberg, Consultant, Euromonitor International.  Toilet paper continues to lead sales Having experienced significant...

    VIETNAM COUNTRY REPORT: Vietnam’s strong tissue industry faces challenges to maintain competitive edge

    Vietnam Bruce Janda, Senior Consultant, ResourceWise. -
    Could Vietnam become a regional tissue exporter? Advances in infrastructure and production technology key to realising potential. Report by Bruce Janda, Senior Consultant, ResourceWise. Vietnam possesses the potential to emerge as a...
    Hiromi Yamaguchi, Research Manager, Euromonitor International.

    VIETNAM COUNTRY REPORT: Improved hygiene practices and infrastructure drive Vietnamese tissue consumption

    Vietnam Hiromi Yamaguchi -
    More Vietnamese dong in the pocket, improving living standards, greater awareness of product range and outlets expanding into rural areas. Report by Hiromi Yamaguchi, Research Manager, Euromonitor International. Strong growth seen for...
    Sarah Wood, Senior Research Analyst, Euromonitor International.

    ITALY COUNTRY REPORT: New packaging, new formulations, new sustainability features … the home of...

    Italy Sarah Wood -
    Italy’s all sector volume growth tops pre-pandemic levels, and per capita volume consumption is the highest in Western Europe. Report by Sarah Wood, Senior Research Analyst, Euromonitor International. Overall tissue demand remained...
    Image cc: Milan, City Life, Elisa Lovene

    ITALY COUNTRY REPORT: Europe’s top exporter – its tissue, machines and technology go worldwide

    Italy Bruce Janda, Senior Consultant, ResourceWise. -
    Slow growth, population decline, viability risk with relatively narrow and slow machinery suggest a risk to status … but long-term. Report by Bruce Janda, Senior Consultant, ResourceWise. Italy continues to lead Europe...
    Ana Tique, Research Consultant, Euromonitor International

    Three years have reshaped consumer behaviour – towards value-for-money and sustainability-driven innovation

    Germany Ana Tique -
    Green issues have long been important for German shoppers. Now, after lessons learned during the pandemic and with inflation pressure easing, they want more. Report by Ana Tique, Research Consultant, Euromonitor...

    Germany’s cautious tissue manufacturers navigating sluggish demand

    Germany Bruce Janda, Senior Consultant, ResourceWise. -
    Uncertainties across manufacturing, energy costs, the post-Covid recovery and politics mean Germany is still searching for a stable way forward. Report by Bruce Janda, Senior Consultant, ResourceWise. German manufacturing is still struggling...
    Image: Mumbai CC

    INDIA COUNTRY REPORT: Tissue consumption is rising slowly … but a tenfold increase would...

    India Bruce Janda, Senior Consultant, ResourceWise. -
    Impressive long-term capacity growth of 11.8% is stalling, but a modest rise in the birth rate of only 0.72% shows that usage is still moving forward. Report by Bruce Janda, Senior...
    Pallavi Arora, Research Analyst, Euromonitor International

    INDIA COUNTRY REPORT: Dual focus on hygiene and sustainability positions India’s tissue industry for...

    India Pallavi Arora -
    A highly fragmented and disorganised market means limited consumer knowledge of tissue benefits … and a drive for the cheapest options. Now, brands are gearing up to increase consumer awareness and...

    RESOURCEWISE: Economic headwinds set to check Turkiye’s average capacity growth projection of 8.15% by...

    Turkey Bruce Janda, Senior Consultant, ResourceWise. -
    Will growing exports, upgrades on mills, on-site costs and low carbon energy be enough to offset rising again inflation? Analysis by Bruce Janda, Senior Consultant, ResourceWise. As a major exporter, the Republic...

    EUROMONITOR: Türkiye is getting its tissue fundamentals right

    Turkey Liying Qian -
    Entrenched hygiene routines, rising population, expanding middle class, urbanisation, unmet potential … underpinned by the country’s projected above average 3.1% rise in GDP. Report by Euromonitor International’s Liying Qian, Industry Manager...

    RESOURCEWISE: UK tissue enters an era of renewal after 15 years of stagnation and...

    UK Bruce Janda, Senior Consultant, ResourceWise. -
    Among trading partners, the UK has the oldest tissue machine fleet and highest production costs. Now, with European companies largely replacing American predecessors, new machine investment and domestic capacity are set...
    Per Brandberg, Consultant, Euromonitor International.

    EUROMONITOR: UK consumers are still changing their tissue choices following the pandemic and WFH,...

    UK Per Brandberg -
    While per capita tissue consumption is higher than pre-Covid levels, the mature UK market is still normalising with private label performance strong. Analysis by Per Brandberg, Consultant, Euromonitor International. The tissue market...

    AFRICA REGIONAL REPORT: Balancing affordability against a vast tissue potential still out of reach

    Africa Liying Qian -
    With a central market dynamic of value gains set against volume decline, manufacturers look to population trends and changes in hygiene routines for expected growth. Euromonitor International’s Liying Qian, Industry Manager...

    AFRICA REGIONAL REPORT: Continent-wide economic development has stalled … but greater tissue consumption within...

    Africa Bruce Janda, Senior Consultant, ResourceWise. -
    Per capita GDP in several countries is higher than $15,000. Yet even there the various issues holding back development – unemployment, climate, inflation, conflict – show little signs of being resolved....

    INDONESIA COUNTRY REPORT: Tissue export powerhouse: Indonesia retains its Southeast Asian Regional leadership position

    Indonesia Bruce Janda, Senior Consultant, ResourceWise. -
    Technology upgrades are seeing capacity CAGR of 11% from 2007 to 2025 … a more than five-fold increase, as exports exceed imports 166-fold. By Bruce Janda, Senior Consultant, Fisher International.  World’s fourth...

    INDONESIA COUNTRY REPORT: Poised to get back on its fast-growth pathway

    Indonesia Jason Tjiptadi -
    The pandemic caused a four-year economic slowdown and hit consumer confidence – but an impressive projected five-year CAGR is now “inevitable,” says Euromonitor International Consultant Jason Tjiptadi.  The Indonesia retail tissue market...
    Image: Latin America tissue market. PURPLEPRINT Creative

    LATIN AMERICA REGIONAL REPORT: Economic headwinds impact tissue consumption growth

    Country Report Bruce Janda, Senior Consultant, ResourceWise. -
    Changing fibre prices, exchange rates, and environmental regulations present some participants advantages, new challenges, as well as opportunities. Report by Bruce Janda, Senior Consultant, Fisher International. Latin America is defined more by...
    Jorge Araya, Santiago-based Consultant Tissue & Hygiene, Euromonitor International.

    LATIN AMERICA REGIONAL REPORT: Consumers want sustainability – but the cost-of-living crisis means it...

    Country Report Jorge Araja -
    Unveiling the intricate drivers of consumer choices in Latin America's fast-moving consumer goods sector, with a spotlight on tissue products and evolving market dynamics.

    COUNTRY REPORT: Global pulp leader Brazil shows strong growth in finished product tissue exports

    Brazil Bruce Janda, Senior Consultant, ResourceWise. -
    Trend driven by eucalyptus fibre resources, efficient plantations and mills with much room for further expansion, seven new machines under construction, and substantial increases in consumers’ personal income. Report by Bruce...

    COUNTRY REPORT: Brazil’s longer term tissue recovery ‘promising,’ but uncertainty remains over economic and...

    Brazil Paula Ferolla -
    Lower birth rate and shift away from tradition families towards single or two-people households without children will affect future market. By Paula Ferolla, São Paulo-based Consumer Insights Consultant, Euromonitor International. In recent...
    Tissue Industry, Middle East: Challenges and Growth Prospects

    MIDDLE EAST REGIONAL REPORT: A dynamic tissue market despite political and social barriers

    Middle East Bruce Janda, Senior Consultant, ResourceWise. -
    In one of the world’s fastest-growing regions, the industry is strategically poised for expansion with populations and disposable incomes increasing. Bruce Janda, Senior Consultant of Fisher International reports. The Middle East stands...
    The Middle East’s ‘transformative’ tissue journey gathers pace

    REGIONAL REPORT: The Middle East’s ‘transformative’ tissue journey gathers pace

    Middle East Isam Arshad -
    Retail value growth at 5%. Urbanisation driving cultural change. Increased awareness of vital sustainability. Strategic emphasis on local production driving domestic manufacturing. Rising e-commerce. Isam Arshad, Dubai-based Consultant, Euromonitor International, assesses...

    Is the tissue consumption leader about to enter a new market era?

    North America Tissue World Magazine -
    Even a two decades long upgrade in machinery – net gain of six installed since 2007 – has seen CAGR drop from 1-2% to 0.83%. The region is being closely studied...

    Producers sharpen portfolio and marketing narratives as consumers adopt new ‘coping mechanisms’

    North America Liying Qian -
    The uneven post-pandemic recovery continues and essential products dominate, as emerging trends reinforce the urgency needed to reassess supply chain efficiency. Euromonitor International’s Head of Tissue and Hygiene Liying Qian reports. Despite...

    South Korea’s tissue business may relinquish more production volumes to its lower cost neighbours

    Country Report Bruce Janda, Senior Consultant, ResourceWise. -
    In the export-driven powerhouse, the tissue sector is a rare exception – a net importer. But with unemployment and inflation impacting less than in most developed economies, there is...

    SOUTH KOREA COUNTRY REPORT: Bulk buying up by as much as 50% counters inflation...

    Country Report Chloe Bang -
    South Korean retail tissue registered resilient volume year-on-year rise of 4% in 2022. Longer term growth likely through product launches targeting unmet per capita consumption. Report by Chloe Bang,...

    Under energy-price pressure Germany’s slow-growth stage sees its decarbonisation rate accelerate

    Germany Bruce Janda, Senior Consultant, ResourceWise. -
    Economic growth of 0.2% is now forecast for 2023 instead of a recession. With machine replacements and upgrades focused on cost, quality and energy improvements, two-to-three-year prospects look promising.

    German consumers finally decide they like tissue via e-commerce

    Germany Tissue World Magazine -
    Notorious resistance has eased thanks to promotions, enforcement of personal data protection, same-day delivery, the ability to order anytime anywhere, auto-repeats, and already adept younger shoppers. By Ana Tique,...

    Spain balances its priorities in search of profit margin recovery

    Spain Liying Qian -
    Now ahead of Germany in private label presence in Western Europe, key issues will be weighing quality and value, performance advancing innovation, and sustainability driving a key competitive edge.

    Country Report: Impact of out-of-office work opportunities and Spain’s preferred climate expected to result...

    Spain Bruce Janda, Senior Consultant, ResourceWise. -
    Long-range population predictions continue to call for a contraction, as Spain's population growth in 2022 is estimated to be 0.13%. Bruce Janda, Senior consultant, Fisher...

    FRANCE COUNTRY REPORT: In testing times with value growth subdued, consumer loyalty, essential products...

    Country Report Ian Bell -
    Volume declines relatively more significant set against increase in population and number of households. Report by Ian Bell, Head of Tissue and Hygiene, Euromonitor International.

    FRANCE COUNTRY REPORT: tissue business update – consequences of 2022 energy disruption: greater reliance...

    Country Report Bruce Janda, Senior Consultant, ResourceWise. -
    In a time of extraordinary price disruption, 26 of France’s 56 aging reactors are offline for maintenance and 18 are down with labour strikes. The country’s previous cost and...

    Even in a stressed economy Turkey’s tissue is poised to survive and thrive

    Turkey Bruce Janda, Senior Consultant, ResourceWise. -
    Among its many strategic pluses: tissue exports more than five times imports; a disciplined approach to expansion means fewer machines and more balanced capacity and efficiency; high costs of...

    As economic challenges increase, Turkish tissue looks for growth in private label, value for...

    Turkey Isam Arshad -
    Isam Arshad, Senior Analyst, Home & Technology, Euromonitor International Retail tissue in Turkey: A challenging environment The Turkish retail tissue market,...

    Thailand tissue: realising potential in a disrupted world

    Thailand Ian Bell -
    In previous articles we have highlighted the driving forces behind retail tissue as a combination of factors centring on income, demography and availability. Thailand is no less subject to...
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