Global tissue outlook grows.

The annual value of the global tissue paper business is US$ 30 billion, based on production of 20 million tons of tissue paper, according to a new study from Jaakko Poyry Consulting. North America and Europe account for over 60% of the consumption, in the ]990s, the global market grew at an annual rate of close to 4%.

World average per capita consumption of tissue paper is 3.4 kg. Per capita consumption levels are highest in North America (22 kg), Western Europe (13 kg) and Japan (over 13 kg). In China, other Asia, and Africa, consumption levels are 2 kg or below. World tissue paper demand is forecast to grow by 3.2%/year through 2010. The annual increase is about 780,000 metric tons, and the market is expected to reach 28.3 million metric tons by 2010. The growth corresponds to the combined capacity of 26 medium-size (30,000 metric tons/year) or 13 large (60,000 metric tons/year) tissue machines per year. Growth prospects are best in China and other Asia, where economic growth, rising standards of living, rapid growth of travel, hotel businesses, and fast food chains all contribute to the demand growth. The Eastern European market is likely to experience above average growth during the next 10 years, also.