Handling Tumultuous Times in the Tissue and Towel Market
The unfolding of the past several months has led to more unpredictability than any of us could have imagined. Stay-at-home orders, social distancing guidelines and consumer panic buying have created major irregularities in tissue and towel market dynamics and consumption patterns. These challenges also present a great opportunity to help tissue and towel producers adapt and respond to these sudden changes. As consumers around the world actively stockpiled supplies and household staple items, tissue makers were pushed to maximize production. In some countries, bath tissue sales increased by more than 50% during the early months of the pandemic. Though machine utilization rates spiked to nearly 100%, there were still difficulties meeting demand. In the wake of the global pandemic, there is a renewed emphasis on hand hygiene that has resulted in more hand washing and hand drying occasions. Many establishments are also replacing hot and jet air dryers with paper towel dispensers in public restrooms. In addition, experts recommend cleaning and disinfecting high-touch surfaces at least once a day to minimize the risk of COVID-19 transmission via surface contact. All of these trends are driving an increase in paper towel usage and pushing manufacturers to enhance their product requirements.