Global sales of toilet paper 30,000,000,000 U.S. dollars, yield more than 20,000,000 t. North America and Europe, the total consumption of over 60%. In the 1990s, the global market toilet paper at an annual rate of nearly 4% growth.
Toilet paper in the world per capita consumption of 3.4kg, a large regional differences. North America's highest per capita consumption, 22kg, followed by Western Europe and Japan, in order to 13kg. The Chinese and other Asian regions to 2kg or below 2kg. These figures show that the world's toilet paper industry in the future there is still great potential for development.
It is estimated that the 2010 World toilet paper demand will grow by an annual average of 3.2 percent. Annual growth of about 780,000 t, in 2010 the market demand will reach 28,300,000 t. Increase the amount equivalent to 26 with an annual output of 30,000 t of medium-sized toilet paper machine, with an annual output of 13 or 60,000 t of large-scale paper machine, the total production capacity of toilet paper. Growth prospects in China and elsewhere in Asia, the best in these areas, fast economic growth, improved living standards, tourism, hotel and fast-food industry in the development of toilet paper to the growth in demand. Eastern European toilet paper market in the next 10 years will be significantly higher than the world average annual growth rate in the future.
Changes in consumption
The toilet paper consumption patterns across regions in the different. In addition to the Near East and the Middle East, the toilet is toilet paper with all the other major products, and the Near East and the Middle East because of religious and cultural reasons, the tissues are the main products. Toilet tissue with the lowest market share in North America (40%), Western Europe accounted for about 50%. In the main consumption areas, toilet use toilet paper demand growth is expected to be slightly lower than the average growth rate of toilet paper. The paper is the fastest growing product category (with kitchen rolls of paper, tissue paper for industrial use, clean towels) and tissue products.
Toilet paper market is usually divided into two major parts: AH (domestic personal consumption or use toilet paper) market, and AFH (public use or public body with toilet paper) market. AFH of the most developed market in North America, accounting for about toilet paper consumption of 38% in Western Europe account for about 35%. In most other areas, AFH market share is still below 10%, but there are good prospects for development.
Toilet paper for consumer goods, toilet paper brand marketing is an integral part. In addition to the brand manufacturers, major retailers have their own set of brand licensing process. In Western Europe, about half of the consumer to use toilet paper brand is based on sales of processed products. In some countries, such as Germany and Switzerland, the brand share of the market share of processed products have been well over 60%. In North America and many other areas, the brand's share of processed products is much lower, but also increase gradually. Retail supermarket chain integration and globalization to promote a brand of processed products. Processed products brand development trend of price pressure caused by the increase in the force and toilet paper manufacturers to improve their cost efficiency.
Integration will continue to
Toilet paper high concentration of industries and processing of toilet paper into one. The top five producers of the world's production capacity accounts for about half of the production capacity of toilet paper. North America's highest concentration, the top five producers of production capacity in North America accounted for about 80% of the production capacity of toilet paper. In North America and Western Europe, more than 90% of the production of toilet paper and toilet paper is the integration of processing. The main producers are in a few regions or countries of both toilet paper processing global manufacturer of toilet paper.
Not only the production of toilet paper, toilet paper and the entire business value chain integration should be higher than that of many other paper products. In many areas of the value chain in the industry is composed of a small number of producers from the monopoly. The main five companies monopolized the toilet paper business, 40% -50%, including goods from the supplier to the toilet paper pulp processing, toilet paper machine production and processing equipment manufacturing (the highest level of integration), and other companies. In the retail trade, integration, to a lesser extent, in Western Europe and North America, five major retail companies accounted for 30% of the total retail sales -35%, but they share is growing. Increase the degree of integration so that the toilet paper to enhance stability in the business, but limited the toilet paper manufacturers for raw materials and equipment choices, and the increase of users (and retailers) purchasing power.
Consumer preference among countries in the region and the very different, which makes toilet paper production and processing more diversified. Production and processing technology is being constantly developed to meet the growing demands of high-quality. Through hot air drying (TAD) technology to improve the quality of toilet paper plays an important role. In order to obtain a higher degree of softness, thickness and absorption properties of song, TAD technology in the new paper machine to be applied.
TAD Technology has patented a long period of time, in the 1970s in the United States, only a few companies, such as Procter & Gamble, Kimberly-Clark and Scott Paper Company, and so on. In the 1990s, this technology into the European market. At present, the world's TAD toilet paper production capacity of about 1,900,000 t / a, still lower than the world of toilet paper production capacity by 10%.
From the short-term point of view, the world economy's slow growth and the expansion of production capacity of toilet paper is quite worried about the toilet paper industry, in particular, especially in Europe. In the long term, growth, changes in product development and competitiveness will be the main features of the toilet paper industry. From the market and product selection, product branding, toilet paper production technology, processing technology integration, fiber, as well as the restructuring of the development of a new type of fiber, toilet paper manufacturers must make a strategic decision to step-by-step and reach the best level . They also need to improve their total cost efficiency in order to maintain their competitive industry.
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