The China National Household Paper Industry Association (CNHPIA) 2025 report reveals growth broadly maintained, and new pathways opening for further expansion. Prominent features are fierce competition, advancing technology, surging exports becoming less profitable. Older machinery and sites are shutting down, new regional hubs being developed.
Last year the CNHPIA asked companies to invest “rationally” to ward off overcapacity. 2020 had represented a production peak, and was the obvious cause of concern over intensified price competition, decreased profitability and dramatically increased exports. Relative moderation prevailed.
2023 saw 68 new machines, 2024 saw 70, while 2025 saw 64 machines commissioned. A small decrease in capacity. Overall the industry is seeing intense competition, integration of pulp and paper companies, innovation, and a growing consumer awareness especially regarding hygiene adding significantly to output. CAGR of 7.19% is projected through to 2028. MarketIssues carries the full details. TWM’s March/April print and digital edition will carry a full global Projects Survey in which China will be prominent.
For richer for poorer … the widening gap between Middle Eastern nations
Middle Eastern economies range from the fabulously prosperous … to conflict zones. The disparity continues to widen. The markets could be equated to Asian markets during their evolving development. TWM’s Regional Reports make clear how promising that is.
Euromonitor International points to a ‘resilient trajectory’ and a transition from broad-based expansion to more disciplined, strategically driven growth.
Gulf Cooperation Council markets in Saudi Arabia, the UAE, Qatar, Kuwait and Oman are increasing metropolitan development and economic diversification. Retail consumption habits are developing to accommodate “busier routines, rising female workforce participation and higher per capita incomes.”
The most important structural shift is in the retail hygiene sector: “Hygiene habits across the region continue to evolve alongside metropolitan development. Consumers are increasingly blending global hygiene standards with local preferences.”
The Middle East accounts for 2.5% of global tissue consumption. With the wealthier countries cultivating a consumer tissue market comparable to European standards, the longer-term trajectory of tissue consumption – is upwards.
Tissue value growth – the critical choice facing the industry
As volume growth remains modest, nominal value growth has accelerated sharply and is expected to continue in 2026. Markets are increasingly shaped by affordability gaps, premiumisation and uneven consumer trade-offs. What underpins tissue’s demand resilience, and where are the emerging risks? In ExitIssues Liying Qian, Euromonitor International’s Global Insight Manager – Tissue and Hygiene, analyses the critical issues facing the industry.
