Tariffs, exchange rates, mergers, more stringent ESG, real-time energy metering, AI, sourcing skilled operators, changing consumer demands, localisation, logistical disruptions … new dynamics are creating a global market of opportunity, and uncertainty.
TWM/1: What events in 2025 have had the biggest impact on your business, and how are you dealing with them?
Cristian Giuliani, Vice President Global Hygiene Engineering, BW Converting: “Global and local forces are impacting the tissue industry. From major international mergers to shifting tariffs on raw materials, machinery, and finished goods, the business landscape is evolving rapidly. Region-specific developments such as the European Union Deforestation Regulation (EUDR) environmental regulation and soaring energy costs in Europe, rising recovered paper (RCP) prices in South America, the surge of private label in North America, and the fast-paced expansion of tissue manufacturing in Southeast Asia are having global ripple effects. Together, these dynamics are creating a unique blend of uncertainty and unprecedented opportunity for innovation and sustainable growth.”
Sergio Tonarelli, chief sales officer, Futura: “While at the time of writing we don’t know if industrial machinery will be included in the US tariffs, clearly these have the potential to impact investment decisions. However, the weakening of the US Dollar in the past few months has had just as much impact as tariffs are likely to on the prices US businesses pay for European technology.
“We have a very healthy order volume from the US to fulfil this year and next so these factors, which anyway are beyond our control, have not impacted us so far.
“The business activities likely to have an impact on the sector as a whole are Sofidel’s acquisition of Clearwater and Kimberly-Clark’s (K-C) proposed divestment of international assets. The former might cause a pause in investment while the integration of the businesses is established. The latter could cause a surge in investment if K-C is able to free-up resources to enhance its US tissue operations. Whatever the outcome, these transactions have the potential to make some waves.
“Our response is to support the US market ever more strongly. With this in mind, in addition to our Atlanta operation we have established a new base in the Green Bay area to serve customers for Futura and our Plusline business. At Green Bay we can demonstrate technology as well as offer technical support and spare parts.”
Nicola Romagnani, Marketing and Product Manager, Gambini: “2025’s market has been shaped by energy cost volatility, supply chain disruptions, new tariffs and geopolitical turmoil.
“Our response is working: 2025 is on track to be a record-breaking year in our company’s history. To address these pressures, we pursued a localisation strategy and opened a new plant in Brazil. It will start producing complete lines for the domestic market by year-end. We are also investing heavily in technology. AirMill – our Wet Embosser – delivers significant energy and fibre savings and supports full compliance with the latest sustainability requirements. This is how we turn constraints into opportunities.”
Hazar Ulusoy, AP Management, ICM Makina: “The year 2025 has brought significant market transformations, particularly due to global raw material volatility, logistics disruptions, and growing pressure for sustainable and energy-efficient production.
“For ICM Makina, these shifts have accelerated our innovation drive. We have responded by increasing localisation in key components, strengthening our R&D base, and investing in automation technologies across our rewinders, V-interfolded towel and napkin converting lines. This approach not only stabilises production costs but also ensures our customers benefit from improved reliability, reduced downtime, and seamless adaptability to the market needs.”
Giovanni Baia, Sales Area Manager, Maflex: “In the last years, and even in 2025, the market has been driven by a pull-market production logic. Basically, customer performance is based on two parameters: flexibility and time to market.
“This confirms the trend – even in traditionally stable markets – of a clear shift towards greater product variability, without giving up the timing dictated by the global market.
“This ongoing complexity has shaped converting line configurations from the ground up. Customers need the ability to switch between different product types and formats more frequently, and with minimal downtime. In this context, production flexibility is not a trend – it’s a must.
“Since 1997, Maflex, has been engineering its machines with flexibility and adaptability in mind. Each solution is built around the customer’s specific needs and designed to evolve over time. One example is a very fast and simple product change, with the possibility of upgrades after installation. I am proud to be part of a company that has been a pioneer in important tissue converting technology solutions, proving once again to be the right answer to the current market needs.”
Lorenzo Lupi, Vice President Sales and Marketing, United Converting Tissue: “Choosing a single “event of the year” still feels premature – 2025 surely has more twists in store but there are three forces that have shaped our playbook so far and will keep steering us through December.
“First, accelerating industry consolidation. Regional tie-ups – among both customers and competitors – seem to surface almost every month. Staying ahead means doubling down on our core mission: helping customers succeed. Guided by that goal (and by a bias toward innovation and simplification), we opened a quick-response parts hub in Milwaukee, Wisconsin, and expanded service capacity across Southeast Asia.
“Second, sudden tariff volleys. New US import duties and China’s anti-dumping fees can send input costs soaring overnight. To cushion those shocks, we invested heavily in advanced parts manufacturing, giving us the flexibility to localise critical components and respond before price spikes ripple down the supply chain.
“Third, Europe’s tightening sustainability rulebook. The Ecodesign for Sustainable Products Regulation and the broadened Carbon Border Adjustment Mechanism already require audited energy-and-carbon data for any machine that might supply an EU-bound mill. Every new line we deliver now ships with our Digital Intelligent Dashboard (DiD), which within the many functionalities it includes to increase Overall Equipment Effectiveness (OEE) combines real-time energy metering with one-click CBAM/ESPR reporting – so customers aren’t scrambling when auditors arrive.
“Because we’ve spent the past few years training both our people and our technology to pivot quickly, these pressures haven’t forced a strategic rewrite – only a faster cadence. Agility and flexibility are the very foundation on which United Converting Tissue is built, and they remain the surest answer to whatever the rest of 2025 throws at us.”
Simone Barsanti, Strategy and M&A Director, Valmet, Tissue Converting business unit: “In 2025, Valmet Tissue Converting operated in a rapidly evolving landscape shaped by three major macro factors: changing consumer expectations, increasingly stringent environmental regulations, and growing challenges in sourcing skilled operators.
“A pivotal strategic shift further influenced our trajectory: our recent integration into the Valmet Group. This transition has enabled us to work in a fully integrated manner across the entire tissue value chain, offering customers a broader perspective and coordinated solutions from paper production to the finished product.
“In this context, we are responding to a growing market demand: having a single supplier for the entire production line. This has brought the challenge of palletising to the forefront. In 2025, we are investing in integrated solutions that include this final stage, which we will unveil in October at our Bologna facility, with the goal of ensuring efficiency and continuity across the entire converting line.
“We have also observed a significant shift in consumer demand. According to recent market studies, end-users are increasingly focused on sustainability: 74% are willing to pay more for responsibly produced tissue products, and over 50% have already switched brands for environmental reasons. Retailers and brand owners are demanding greater transparency, flexibility, and traceability, pushing manufacturers to rethink processes, materials, and formats to meet increasingly stringent Environmental, Social, and Governance (ESG) requirements.
“In response, we have strengthened our commitment to technologies that combine efficiency, operational simplicity, and sustainability, with a growing focus on automation, modularity, and digitalisation. Our goal is to support customers in building smarter, more flexible plants that are ready to meet the challenges of a constantly evolving market.
“In summary, 2025 has been a year of consolidation and acceleration for Valmet Tissue Converting. We have turned challenges into opportunities, reinforcing our commitment to a more efficient, automated, and sustainable converting process – integrated upstream and downstream to deliver end-to-end solutions tailored to our customers’ specific needs.”
TWM/2: How are you responding to customer requests for increased energy efficiencies?
Giuliani: “Today’s state-of-the-art converting lines must deliver efficiency across every dimension. From enhanced operator safety to optimised fibre usage, bulk preservation, and minimised waste, modern equipment is expected to do more with less. And above all, it must be more productive, supporting faster changeovers, higher output, and smarter automation to meet evolving market demands. A prime example is our latest innovation in web handling and tension control: Plystream+, combined with CS centre-driven unwinds. This breakthrough delivers up to 45% energy savings while retaining the most web bulk possible.”
Tonarelli: “We acknowledge that our industry is very energy intensive, although this is particularly the case in tissue making as opposed to converting.
“Our response is to use the optimum technology by which I mean the best drives, direct-drive motors and regenerative units to make sure that are lines are efficient and consume less energy.
“We also make extensive use of composite materials to ensure rolls are lighter and therefore require less energy to drive than standard materials.
“We work closely with customers to ensure that technologies such as regenerative braking are used correctly, to avoid throwing away the advantages such innovations can bring.
“As far as trends such as heated embossing rolls are concerned: they are widely available, but we recommend our customers to consider the safety and environmental aspect before adopting this technology.”
Romagnani: “Our approach to energy efficiency starts well before the converting line: it begins at the paper-mill. Our core technology is Wet Embossing: by introducing a controlled amount of water during the embossing process, producers can achieve target performance at a lower basis weight (less fibre), enhancing the final roll’s bulk, absorbency and – above all – strength, along with a TAD-like texture. This shifts savings upstream (reducing fibre use and drying energy), before jumbo rolls even reach the converting plant.
“Downstream, we pair this advantage with smart automation on the line, optimising processes and minimising waste. This dual strategy – cutting costs at the source and maximizing in-plant efficiency – provides a strong defence against volatile energy and raw-material prices.”
Ulusoy: “Energy efficiency is now a decisive factor in every machinery investment. ICM Makina addresses this through servo-driven rewinders, optimised vacuum systems, and new drive technology designed to minimise energy losses. Our latest converting platforms integrate intelligent motion control and process optimisation software, allowing up to 15% energy savings compared to previous models. Beyond reducing power consumption, we also focus on heat recovery and low-maintenance components that extend machine life, aligning sustainability with operational profitability.”
Baia: “Maflex is very sensitive to environmental sustainability and has been focused for over 10 years on continuous and measurable improvements. Energy efficiency is achieved through pragmatic, step-by-step optimisation.
“The Maflex green philosophy is based on a dual strategy:
- Continuous improvement of machines
- Focus on the final product
“On one side, there is the improvement of existing technology like Maflex Energy Regenerative System (MERS). It recovers energy during deceleration or machine stops and reintroduces it into the line or facility grid. It’s a compact, scalable solution that can be integrated even in limited spaces and provides immediate benefits.
“On the other hand, there is the continuous research and testing of new efficient components such as motors, optimised parts, and intelligent software logic that adapts operations based on production dynamics.
“However, efficiency also comes from the product itself. A more sustainable green product must be part of the chain. The global market pushes for very bulky and decorated products, which often require technology which uses high energy consumption. Is using all this extra energy really a green philosophy?
“Maflex has always chosen to focus on the essential. Thanks to its values, philosophy, and competence, it has been successfully involved in several projects where the customer’s target was to make a green product. This kind of production was monitored and demonstrated a significant cost reduction for the customer in terms of energy, waste, and transportation.
“Maflex: technical competence and vision.”
Lupi: “Ever since we shipped our first line in 2004, every machine we build has been 100% servo-driven with full energy-regeneration – there’s simply no other way we know how to engineer equipment. We’ve kept pace with each new wave of motion technology (lighter composite rolls, smarter regenerative drives, real-time torque sharing), so the kilowatt-per-ton curve has already been squeezed hard on the power side.
“That’s why the real headroom for further energy gains now lies in waste reduction. A tonne of scrap tissue carries the embedded energy of pulping, drying and transport long before it even reaches the converter, so preventing that loss dwarfs the savings from another fractional-efficiency motor. By streamlining core process stations – wear-less automatic roll transfer that eliminates adjustments, high efficiency vacuum folding, reduced trim on log saws – we’ve cut typical trim and defect loss on a 15,000tpy line from around 6% to roughly 3%. Halving waste like that removes about 450t of fibre and roughly 1.5GWh of embodied energy a year, while also extending component life and service intervals.
“In short: the servo-regenerative foundation we laid in 2004 still sets the baseline, but today our energy-efficiency story is all about making every sheet once, making it right, and never paying twice for the power already locked into the fibre.”
Barsanti: “Energy efficiency has become a central concern for our customers; not only to reduce operational costs, but also to meet increasingly stringent sustainability goals and regulatory requirements. At Valmet Tissue Converting, we are addressing this challenge on multiple levels by combining technological innovation, digitalisation, and intelligent design.
“We have developed solutions that directly target the most energy-intensive areas of the production process. Among these is the Perini Warm-Up Contactless system for embossing roll heating, which uses electromagnetic induction to eliminate the need for oil or water, reducing energy consumption by up to 60%. The same principle will soon be applied to our packaging solutions through the new Casmatic I-Seal system: a patented technology that enables more efficient sealing with significantly lower energy usage compared to traditional systems.
“Line design also plays a key role in improving energy performance. The Perini MyGo line, for example, has been engineered to reduce overall energy impact through plug-and-play architecture, electric modularity that simplifies maintenance, and an open-frame design that enhances visibility and reduces the need for internal lighting. These features enable faster start-up, streamlined operations, and lower indirect energy consumption.
“Finally, our Advanced Controls suite, including the Valmet SAM (Self Adjusting Machines) systems, contributes to energy efficiency across the board. By monitoring critical variables in real time – such as cutting, perforation, vacuum, and packaging quality – SAM systems optimise process parameters, reduce waste, and minimise unplanned downtime. The result is a more stable and rational use of energy, with a positive impact on the overall performance of the line.”
TWM/3: Identify some areas of technology where your converting lines really stand out.
Giuliani: “Our Paragon winding technology sets new standards with superior product quality, unmatched simplicity, and ultimate productivity. Operator experience is elevated through carefully engineered ergonomics, intuitive operation via the SmartTouch HMI, and real-time support from the Go2Roll Digital Assistant, now available on both Forte and Paragon lines.
“We continue to lead with signature technologies like Invisible-O, our consumer coreless solution that redefines sustainability and convenience. The Ventus facial and towel interfolder, featuring our exclusive No-Wear Technology, enhances process reliability while significantly reducing maintenance and downtime. Meanwhile, the Vertis wet wipes interfolder is purpose-built for high-speed processing of flushable, pulp-based substrates, meeting the growing demand for sustainable wipes with precision and speed.”
Tonarelli: “In a word, automation. At Futura we have certainly had our headline-grabbing innovations over the years, but our focus is always very practical – to enable increased output and flexibility in such as a way as to increase OEE and maximise the return on investment (ROI). Automation is the key to this.
“Even today’s rolls of, typically, 3.2m diameter need to be replaced every 30 minutes, so for two-ply tissue that means four roll changes per hour on a single converting line. By automating this process to the maximum, we save time and leave personnel free for other duties while also increasing safety.
“Our next-level automation, the Autopilot, which we are rolling out works like the DCS on a tissue machine. It enables an unprecedented control of process parameters to the extent that we can also predict maintenance needs rather than waiting for something to fail.
“But we don’t insist that there is only one way up the mountain by imposing specific solutions on customers. Our flexibility to provide solutions tailored the specific customer’s needs without putting the investment cost out of reach is an essential ingredient for us. We, in turn, learn so much from individual customer’s challenges that we emerge from each project just a bit smarter than before. If we don’t learn and apply the learning, then we’re just stuck with today’s numbers in terms of operational efficiency and safety.”
Romagnani: “Our converting lines are engineered around two core principles: elevating finished product quality and delivering real process flexibility.
“Our latest AirMill-made C-TAD Punta-calda concept roll exemplifies both: it outperforms traditional Point-to-Point designs in thickness and speed (up to 600m/min vs. 400m/min), while reducing operating costs and maximising efficiency, safety and ease of use.
“Alongside AirMill, our patented TouchMax embossing platform is another integration capability we can offer to customers.”
Ulusoy: “ICM Makina’s converting lines stand out for their precision engineering, high-speed capability, and flexible configurations. Our napkin and V-interfolded towel lines feature modular units, quick format changeovers, and advanced embossing systems, enabling converters to respond rapidly to evolving market needs. In rewinders, we incorporate automated core feeding and tension control technologies for perfect roll consistency. All systems will be Industry 4.0-ready in 2026, featuring predictive maintenance and remote diagnostics for maximised uptime and productivity.”
Baia: “First of all, the build philosophy: Maflex converting lines are designed around a modular architecture that provides clear advantages. During configuration, it allows full customisation, with the full availability to design a tailored line that fits the customer’s needs. Over time, it enables easy upgrades and expansions with minimal disruption.
“Technically speaking, the most important differentiation factor is the Heracle Embossing Laminator, which can be provided with a fully automatic top rolls changeover system. Only three real minutes are needed, without any human intervention and, above all, with no paper break. This means a truly fast and safe changeover, totally managed by HMI. Maflex has been ahead once more, introducing a fast technology with no equal in the market. I would also mention the electronic universal clamp for our log saws. No more clamp changes for different products – only one unique solution, easier and faster.
“Maflex is customer-oriented and designs solutions to help customers in their daily work. This is also replicated in machine maintenance. The mechanical structure is clean and accessible, supporting rapid interventions and maximising uptime.
“Maflex has also established a very strong partnership with Rockwell Automation and this means a full supply with benefits in terms of quality, time to delivery, and warranty.”
Lupi: “Simplifying Tissue Converting is more than a slogan for us – it is the brand promise woven into every upgrade we release. The newest Unico 365 industrial log-saw shows how that promise becomes measurable value on the production floor.
“Engineered for ease of operation and minimal maintenance, the updated Unico 365 now sustains 140 logs per minute while keeping cut-face deviation well below premium-grade limits. A refined blade-orbit algorithm, teamed with adaptive clamp synchronisation, allows exceptionally narrow head – and tail-trim, and an improved lubrication and load-balancing system cuts blade heating by ≈ 35 %, extending edge life and holding density uniformity.
“For converters, the impact is clear: slimmer trim widths and virtually no second-grade rolls drive a sharp drop in total line waste, trimming fibre usage, reducing embedded energy and strengthening operating margins. In short, the Unico 365 embodies our commitment to Simplifying Tissue Converting – less complexity, less waste, and more value in every tonne.”
Barsanti: “Our converting lines stand out for their ability to integrate technological innovation, operational simplicity, and sustainability, delivering high-performance solutions in compact spaces with exceptional flexibility. This approach allows us to effectively respond to evolving market demands and increasing regulatory pressures.
“In response to stricter environmental regulations, we have developed solutions that support the transition toward more sustainable converting. Among these is Perini ECOre, a retrofittable solution designed to produce coreless rolls. Based on the well-established Perini mandrel system already used in AFH lines, ECOre has been adapted for consumer lines and enables the production of both coreless and traditional rolls on the same machine, with minimal modifications to existing equipment. In the packaging segment, the Valmet Bio Pack Plus kit allows for the complete replacement of polyethylene film with kraft paper. This flexibility enables producers to quickly adapt to market shifts and retail demands while reducing environmental impact.
“Operational simplicity is another key differentiator, exemplified by the Perini MyGo line, which is designed to reduce time-to-market and simplify installation. It integrates proven technologies such as the Sincro winding system and the Aquabond glue-free lamination system.
“At the end-of-line stage, solutions like Casmatic F12 and Casmatic B23 offer modularity, automatic format change, and compatibility with sustainable materials; meeting the market’s growing need for flexibility and eco-conscious packaging.
“Finally, one of our most distinctive technological areas is advanced automation, which reduces reliance on manual operations and enhances operational safety. Technologies such as Perini Auto Web Starter, Perini Catalyst, Perini 179AX, MTC ITF Change, and Casmatic Trolley One Touch automate critical tasks including web threading, embossing roll change, slitter blade replacement, cassette change, and pack format change. The result is a smart, efficient, and adaptable production ecosystem – ready to meet the challenges of modern converting.”
TWM/4: What global trends are changing your R&D efforts?
Giuliani: “Sustainability is driving new expectations, including the use of eco-friendly materials for secondary and transportation packaging. At the same time, manufacturers are seeking greater automation, simplified processes, and intuitive systems that reduce training time and minimise the number of operators required to run a line. The use of recycled paper with ultra-low grammages and the rise of new structured substrates further underscores the need for converting equipment with exceptional web handling and robust process control, ensuring consistent quality and operational efficiency even with challenging materials. These trends are driving research toward next generation converting solutions. Soon, new technologies will enable greater web bulk while maintaining tensile strength and softness, all with a fraction of the energy currently required.”
Tonarelli: “Over the last decade we’ve seen an increasing challenge in the US market and beyond to attract and retain talent.
“This is why automation is such a focus for our R&D efforts. Not only does automation increase efficiency and safety, it also creates more attractive, skilled roles which are more relevant to today’s talent pool. And when automation spreads to the entire operation, including warehousing, it is an approach that brings our customers closer to their customers, by putting them in a position to better serve their needs. In this sense we are closely aligned with technology leaders throughout the value chain.”
Romagnani: “Three global shifts are shaping our industry: sustainability, AI, and demand for customisation. Sustainability drives our push to make more efficient use of all resources. We are evaluating where AI can deliver practical optimisation for us and our clients, not as a buzzword, but with measurable outcomes. Markets are global, but people’s needs remain local. Our strategy addresses this on two fronts: (1) developing tailored technology for specific markets (C-TAD Punta-calda was originally developed for South America); and (2) establishing a local presence (our new production facility in Joinville, Brazil), to work closely with customers and solve challenges directly on the ground.”
Ulusoy: “ICM Makina’s R&D strategy is driven by four global trends: digitalisation, sustainability, automation, and global capacity growth. We are focusing on smart control systems that real-time performance optimisation. Our engineers are also developing converting lines and turnkey systems that align with circular economy principles. As labour shortages and skill gaps persist in many regions, our R&D emphasizes user friendly designs and intuitive HMI interfaces to ensure ease of operation.”
Baia: “Maflex firmly believes that development comes from continuous innovation.
“The R&D division is the engine of the company. Every day, mechanics, electronics, and IT specialists, working in great synergy, discuss new projects and plan priorities. Every day we hear and talk about AI. R&D is involved and is developing new algorithms and software to help customers in production and with diagnostic support.
“We are at the customer’s side in real time. Moreover, customers are increasingly sensitive to energy efficiency and waste reduction. Maflex completed its AfH machine portfolio by introducing a new industrial coreless continuous machine. No more core in production means less energy, less waste, and less raw material.
“And new projects are coming. Very soon, a new revolutionary log saw will be ready – faster, with no compromises in terms of diameter and density. Maflex always looks to the future!”
Lupi: “Our R&D agenda has always followed the issues that keep our customers awake at night. Today one challenge stands out above all others: a widening shortage of labour in both production halls and logistics chains. When a plant struggles to keep a full crew on shift – or a haulage firm can’t find a driver for every lorry – the ripple reaches every corner of the tissue value chain. That reality is now driving our research in two very focused directions:
- Hands-light machinery. We are stripping complexity out of day-to-day operation. New one-screen HMIs guide even novice operators through start-up and recipe change in minutes, while our latest Unicore automatic-core introduction system removes manual interventions altogether. Fewer touch points mean fewer specialised skills and less downtime caused by staff turnover.
- High-density, low-touch products. End users facing janitorial or transport shortages are asking converters for rolls that last longer between change-overs. By re-engineering winding profiles and finishing parameters, we’re delivering higher-density packs without compromising roll quality. Converters gain throughput with the same head-count, and their customers spend less time restocking dispensers—protecting margins on both sides of the transaction.
“Labour scarcity is not yet a universal mega-trend, but where it bites hardest it is already the dominant factor shaping our R&D roadmap. By making lines easier to run, products easier to handle and automation easier to adopt, we convert a workforce constraint into a competitive advantage – fully aligned with our brand promise of Simplifying Tissue Converting.”
Barsanti: “The tissue industry is undergoing continuous transformation, with trends that vary across regions but share several global drivers. Among the most impactful are process integration, digitalisation, and operational efficiency; all of which are reshaping our R&D strategies.
“The acquisition by Valmet has opened new horizons, enabling us to study and implement technical solutions that span the entire production process, from pulp treatment to the finished product. Our clear objective is to support customers in optimizing their entire production plant by reducing inefficiencies, material waste, and space requirements, while simultaneously enhancing productivity and product quality.
“Leveraging the technical expertise of the Valmet Group, we are introducing advanced solutions such as the Digital Reel, which enables real-time traceability of reel data during production. This information allows converting lines to automatically configure themselves according to the specifications of the requested product, ensuring greater precision, flexibility and maximising OEE.
“In parallel, the integration of artificial intelligence algorithms developed by Factory Pal enables the creation of automatic centerlines, improving converting efficiency and providing real-time feedback to the tissue making process. This approach fosters continuous improvement in paper production, tailored to the specific requirements of each product type.
“Finally, centralised data management across the entire production process is applied within our Tissue Performance Center, where a team of experts monitors line performance in real time and delivers increasingly precise and personalised technical services. This proactive support model marks a significant evolution in customer service, driven by concrete data and predictive analytics.”
TWM/5: What geographical areas are seeing increases in demand for tissue products, and what opportunities/challenges does this hold for you?
Giuliani: “Tissue production is accelerating in Latin America, Asia Pacific, and Eastern Europe. However, meeting the needs of these regions presents a unique challenge.
“Each market operates under distinct standards, cultural preferences, and economic conditions, requiring flexible product designs and adaptable technologies that can deliver consistent quality while respecting local expectations.”
Tonarelli: “While our solutions have attracted most attention in mature markets, we are aware that the skills shortage is becoming widespread like oil on water. So for us it is more a question of where we can make a difference rather than purely where demand for tissue is increasing.
“Tissue manufacturers, some more than others, are looking to the future and planning for how they can meet demand in 10 to 20 years’ time in a changing human-resources scenario.
“With this in mind we have not only boosted our resources in North America but also in other markets: a sales and service point in Bangkok to open shortly is just one example.
“The USA continues to be our key reference market. But with installations as far apart as Hungary and Argentina, the common denominator for us, rather than raw tissue demand, is the vision to take automation to the next level and the appreciation of a flexible approach to the widely varied needs of tissue makers.”
Romagnani: “Today our focus is on South America, as evidenced by our decision to establish a new branch in Brazil, a market we had not previously entered. At the same time, the growth centre of gravity in the global tissue market (or, as we call it, the well-being market) is shifting toward Asia. Across the region – led by Southeast Asia, particularly Vietnam – expansion is driven by rising incomes, urbanisation and a greater focus on hygiene. At Gambini, we’re realistic about what success in Asia requires: navigating intense local competition; and building true partnerships, which, in turn, demand a strong presence and a deep understanding of local realities.”
Ulusoy: “We are witnessing steady growth across South America, Central Asia, the Middle East, and Africa, where tissue consumption continues to expand due to rising hygiene awareness and population growth. These regions offer immense opportunities but also require robust, easy-to-operate technologies.
“ICM Makina addresses this by offering reliable, modular converting lines – particularly for rewinders, V-interfolded towels, and napkin production – that combine durability with minimal maintenance. Through local partnerships, training, and after-sales support, we help converters in emerging markets achieve world-class production standards.”
Baia: “Considering the global trend, Maflex expects a growth in countries like Spain, Portugal, Latin America, and Oceania, but also in countries like Arabia, Africa, and Asia where new converting capacity is emerging – especially in regions building or upgrading local production infrastructure. These opportunities also bring challenges and to face challenges organisation was needed.
“This means employing additional staff, dedicated technical centres, fast spare parts delivery, and remote assistance systems – ensuring consistent performance anytime and everywhere.”
Lupi: “United States – growth powered by a “build-it-at-home” agenda; Retail volumes have held their post-pandemic gains, and the AfH channel is expanding at ≈9% per year as offices, travel, and food service rebound. Federal and state incentives are pushing converters to add domestic capacity, creating a market with zero tolerance for late deliveries or performance dips. To match that expectation, we have enlarged our spare-parts inventory and field-service footprint in Milwaukee and the Southeast, ensuring a 48-hour response window anywhere in the country.
“Southeast Asia – capacity boom, rising margin pressure; Vietnam’s tissue capacity has grown five-fold since 2007 and is still compounding at roughly 11 % annually, positioning the country as an export hub for the region. As US buyers replace imports with domestic output, Southeast-Asian converters must lift productivity to stay competitive. Demand for fully automated, high-efficiency converting lines is accelerating, so we are expanding service and spares infrastructure to support both existing and future customers across ASEAN and East Asia.
“A resurgent US market offers volume – but only if we deliver flawless local support. A maturing Southeast-Asian market offers growth – but only to converters who can cut costs through efficiency and automation. Both situations align perfectly with our brand promise, Simplifying Tissue Converting – helping customers stay competitive, whether the pressure comes from a tighter border or a hungrier neighbour.”
Barsanti: “In 2025, we are witnessing significant growth in tissue product demand across several geographic regions, each with its own specific needs and evolving market dynamics.
“In Europe, tissue consumption is rising by more than 4%, driven by post-pandemic recovery and a growing focus on sustainability and product quality. Producers are being called upon to deliver flexible, efficient solutions that comply with increasingly strict environmental regulations in a highly competitive and regulated landscape.
“In Latin America and Asia, growth is fuelled by the expansion of the middle class, rising environmental awareness, and diversification of distribution channels. Our offerings are designed to meet these demands, providing modularity, sustainability, and automation.
“In Africa, we are seeing an increasing interest in accessible and adaptable tissue solutions. The main challenges involve infrastructure availability, technical training, and the need for robust, flexible technologies. In this context, our compact and scalable lines, combined with dedicated technical support services, represent a concrete opportunity to support the sector’s development.
“To address these challenges and seize opportunities in both emerging and mature markets, Valmet has launched Pivot Solutions – a global network of pilot lines and laboratories located in Italy, Sweden, the USA, and Brazil. This initiative reflects our commitment to supporting customer needs by providing a controlled environment where new configurations, materials, and technologies can be tested under real-world conditions. Through Pivot Solutions, customers can produce samples for panel testing, explore new market opportunities, conduct advanced analysis on paper and finished products, and receive dedicated technical support and training. In doing so, we guide our customers throughout the entire journey – from concept to market-ready product – with a contained investment and a comprehensive end-to-end vision.”
