MARKETISSUES: TISSUE WORLD ISTANBUL 2024

Peers from across Türkiye, Asia, Italy, Germany, and the UK, attend region-leading exhibition and conference – return of event announced for 2026.

 

Tissue World Istanbul 2024 has successfully welcomed almost 700 tissue colleagues to its exclusive exhibition and conference held between 20-21 November, as event organiser Informa Connect announces the event’s return to the Hilton Istanbul Bomonti Hotel on 18-19 November 2026.

The two-day event hosted over 45 global exhibitors, 30 conference talks, and recorded a total of 894 visits/682 unique visits.

In terms of regional breakdown, 55% of attendees were from Türkiye, and they were joined by colleagues from Italy, Germany, and the United Kingdom.

Some 60% of attendees visited from Asia, 12.3% visited from the EU, as well as peers from non-EU countries and Africa.

Gerry Dunphy, Tissue World Event Director, said: ‘’It was fantastic to be back in Istanbul for the first time in six years with a brand new integrated conference and exhibition, hosted at an absolutely top drawer location.

“The format allowed exhibitors and delegates to enjoy maximum time together and from the feedback, we’ve heard there were some substantial conversations and business deals concluded.

“The Hilton Istanbul Bomonti proved to be the perfect setting for the event and we’re excited to announce we will be returning with Tissue World Istanbul on 18-19 November 2026.’’

The conference – with a theme of Resilience and Innovation: Building Businesses for Tomorrow – offered insights from over 30 speakers.

They included Lila Kağıt’s Orhan Öğücü, Hayat Kimya’s Tugba Erdogan, SecureValue’s Mark Goddard, and ResourceWise’s Luis Norton Sampaio.

Technical talks also included speakers from Valmet Tissue Converting, Futura Converting, TietoEvry, Maflex, Buckman, Toscotec, and BW Converting Solutions.

For those who couldn’t attend, below TWM summarises a handful of key topics raised at the event.

Growth and expectations
in the Turkish tissue sector

Orhan Öğücü, Lila Kağıt, Chairman

Global outlook – World tissue consumption (2007-2023) million tonnes

Annual consumption:

26 million tonnes (2007)

45+ million tonnes (2023)

Consumption by region in 2023:

China 27%
North America 22.1%
Western Europe 15.2%
Latin America 10.7%
Asia Far East 7%
Eastern Europe 5.5%
Japan 4.5%
North and Middle East 4.4%
Africa 2.5%
Oceania 1.2%.

Capacity change – world

Capacity change China – China’s Capacity Utilisation 60%.

Pulp capacity changes – Four million tonnes of indefinitely idled/closed capacity since Q1/2022.

All the capacity is furnished with softwood, and most of it is in North America (3.120mt).

Türkiye is changing!

We knew Türkiye as a young country that consisted of large families, steady population increases, and that was a cheap country to live in.

Now in 2024, the countryside is diminishing and people are moving to cities. By 2039, we will have a population rate of 14% of people aged over 65 years old. 5.2 million single person households, and a micro family rate of 40.4%. And a cup of coffee is now priced between €4-6 in Turkey.

Outlook for Türkiye

Capacity: Consumption X2. Capacity has increased by 40% in the last five years

Problems

• Domestic Demand (Stagnation): Consumption only grew by 20% in total in the last five years (arguably including the acceleration caused by inflation, refugees and uncontrolled export due to devaluation of Turkish Lira).
• Desheeting: Brands gained market share by reducing the number of sheets on a roll.
• Stocking: Growth in recent years was driven by inflation (Bigger packs provoking with the message ‘Cheaper today than tomorrow’).

Export

For the first time in Türkiye’s history, tissue exports in tonnage have reached almost the same level as the domestic market. Tissue parent roll exports (metric ton) are now 410.436. Tissue product export is now 98.885. Total export is 509.321.

Export Q3: Turkish total tissue exports (metric ton) jumbo roll plus converted products.

09/2023

Tissue parent roll export (metric ton) – 299.419.

Tissue product export (metric ton) – 71.575.

TOTAL: 370.994.

09/2024

Tissue parent roll export (metric ton) – 383.549.

Tissue product export (metric ton) – 71.538.

TOTAL: 455.087.

Export value: Tissue exports have increased by 62.5% in value in the last five years, from $318m to $516.8. However, in 2023 the value fell while exports increased.

Risks to the market

Total export rates; UK: 21%, new investments 2025-27 – Israel: 15%, suspended – Iraq: 10%, unstable – USA: 5%, new investments and logistics – Greece: 5%, Euro/Dollar parity and potential new investments – Bulgaria: 5% – Georgia: 4% – Morocco: 4% – Ukraine: 3%, war.

Growth expectations – Türkiye

Can we expect new investments in a market where domestic growth is stagnant? Significant investments have already been made in Türkiye, and capacity has increased. As Lila we expect the growth in the Turkish market to be between 1% and 3% in the coming years.

For a country with over 1.4m tonnes of capacity (probably among the top eight countries in the world for tissue production capacity), this corresponds to less than 7% of the full capacity to be further utilised within the domestic market by 2028.

How can the market grow?

Challenges

• GDP: If Türkiye’s GDP grows, so will consumption and growth.
• New markets and localisation: in an environment where existing export markets are so volatile, Turkish exporters must find new markets.
• New Products: We need to develop new products to serve with a bigger portfolio. We shall not imitate but create original ideas for a healthy market.
• Cost Management: To remain globally competitive, we need to lower costs through investments in renewable energy, reducing water consumption, and recovering production waste energy.
• Sustainability: Türkiye is eager and open to innovation when it comes to sustainability. To grow in European markets, we must take holistic steps in sustainability. (Carbon footprint and certificate pulp consumption.)

New markets: Lila Kağıt, Erzurum. New Tissue Factory Investment. 100+ million population, 300,000+ tons market.

We cannot win by repeating what has been done. Time to set sail for new markets!

Tissue market, challenges and outlook

Luis Sampaio, Vice President Business Development Europe, ResourceWise

Trade market for tissue in Türkiye: global tissue exporter/importers in value

Türkiye has a tissue capacity of 2.5m, and growth here is expected to be flat next year. Consumer tissue in Türkiye increasing the most, but the country has had an issue with internal growth which is why it’s looking for export opportunities.

Italy is also exporting a lot, as well as China and Indonesia. Türkiye needs to export half a million tonnes every year, so if we’re looking at tissue capacity, we have a problem.

The UK is Turkey’s largest exporter in value at 29.3%, followed by Israel at 13.9%, Iraq at 10.4%, Greece at 10.1%, the USA at 7.1%. The largest import origins into Türkiye were Germany at 34%, France and Italy both at 15.7%, and Spain at 6.58%.

Turkish tissue capacity: a total of 26 tissue machines

• Valmet: 31% of the market with eight TMs
• Toscotec: 12% with three TMs
• Metso: 15% with four TMs
• Voith, Erwepa, Escher Wyss and Gorostidi: each have 4% with one TM each
• A.Celli, Recard, and Beloit: each have 8% of the market with two TMs each.

Where is Turkish tissue going
to in terms of capacity?

• 181,000 tonnes across Europe
• 143,000 tonnes to the UK
• 44,000 tonnes to the USA
• 119,000 tonnes to the Middle East.

Regionally, there are two tissue projects in Saudi Arabia, and Greece is looking interesting also with a new tissue machine start-up planned. This is more than 400.000t of new capacity in Turkey’s export territory that will put pressure in their natural export region.

Turkey tissue paper is well regarded in terms of quality which will help maintain quota but there will be fierce competition.

Pulp producers are moving into tissue

In 2024, several pulp producers increased capacity on tissue. This allows these businesses to integrate vertically, benefiting from cost competitiveness that allows them to make tissue profitable in export markets. The big players are coming, which is resulting in a big challenge for tissue mills. Suzano, Navigator Group… they have expansion plans. Will Asian companies do the same? There are strong opportunities for integrated tissue producing mills to expand.

The Tissue Carbon benchmark is becoming increasingly important for consumers and customers

Türkiye’s tissue machines are well positioned for carbon, the main question is how their competitors compare with CO₂ emissions. Türkiye compares well with Portugal, Brazil has some old assets that need new investments but low CO₂. Big brands are demanding this. In the EU, North America, and China, mills are differently placed for tissue. Export markets are diminishing. New and better companies are going into the markets that are better than Türkiye’s tissue machines’ quality exported into the UK, etc, with the big brands. Geopolitical tensions will reduce exports also.

What are the solutions for these challenges?

Replacement by recycled fibres? Hiccups in EU virgin fibre production will cause problems. Fibre will become more expensive.

Could Asia be the natural partner for Türkiye?

ESG/Decarbonisation forces are coming from everywhere now. How are Turkish mills compared with some major competitors?

• Swedish mill: 63%
  recycled integrated – 0%
  energy self-sufficient – 80%
  biobased steam and electricity purchased.
• Turkish mill: non-integrated – 100%
  kraft pulp – 78%
  Gas – 22%
  waste heat – 68% energy self-sufficient.
• Italian mill: 35%
  recycled integrated – 78%
  Gas – 22%
  waste heat – 96% energy self-sufficient.
• Middle East mill: 75%
  Hi Herecycled integrated – 100%
   Gas – 44% energy self-sufficient.
• German mill: 86%
  recycled integrated – 80%
  Gas – 20%
  biogas – 50% energy self-sufficient.
• Russian mill: 90%
  virgin integrated TMP and sulphite – 70%
  Gas – 20%
  Pulping liquor – 10%
  oil – 90% energy self-sufficient.

Solar panels have considerably reduced prices. 81 tissue mills globally are now running solar panels and this could further help CO₂ reduction.

Mills have to work on their export potential, going East is challenging as there are many big players. I would be very careful to invest in big capacity. Keep working on fibre, tissue follows the markets that pay 10% or more. You have to find your market and grow where you are now. Markets like the UK will become more difficult in the coming years.

Challenges of Turkish tissue industry

Short term:

• Export markets: pulp producing companies with more competitive cost structures in the Turkish export markets important markets (UK, US).
• Stagnation in internal market: inflation continues to be high with unemployment rate on the rise.
• New capacities in Greece, UK, USA, Saudi Arabia.

Long term challenges:

• Sourcing of pulp: increases in costs of raw material (fibre) consequence of other value streams (e.g. Biofuels) for wood based feedstocks and EUDR.
• Geopolitical tensions in the region reduce exports to Israel, Iraq, Lebanon, Ukraine.
• CO₂ emissions: FMCG companies will be more demanding on the sustainability of their products. Some Turkish mills are nevertheless well positioned on the CO₂ curve.

MEA tissue market and challenges with resilience strategies

Tugba Erdogan, Tissue Group Purchasing and Raw Materials Sales Director, Hayat Kimya

World tissue consumption 45,6m ton, 3,2% CAGR – Per Capita Consumption 5,6kg, 2,4% CAGR

1. China (27%) Consumption: 12,2 M 22 vs 30 CAGR: 6,5% per capital consumption: 7,3 22 vs 30 CAGR: 6,8%
2. North America 22% Consumption: 10 M 22 vs 30 CAGR: +1,2% per capital consumption: 28,2 22 vs 30 CAGR: 0,2%
3. Western Europe (15) Consumption 6,95 M 22 vs 30 CAGR: 0,8% per capital consumption: 16,3 22 vs 30 CAGR: 0,5%
4. Latin America (11%) Consumption: 4,95 M 22 vs 30 CAGR: 4% per capital consumption: 7,2 22 vs 30 CAGR: 2,9%
5. Asia Far East (7%) Consumption: 3,2M 22 vs 30 CAGR: %3,6 per capital consumption: 1,1 22 vs 30 CAGR: 2,7%
6. East Europe (6%) Consumption: 2,5 M 22 vs 30 CAGR: 3,8% per capital consumption: 7,5 22 vs 30 CAGR: 3,2%
7. Japan (5%) Consumption: 2M 22 vs 30 CAGR: 0,3% per capital consumption: 16,4 22 vs 30 CAGR: 0,7%
8. Near and Middle East (4%) Consumption: 1,95 M 22 vs 30 CAGR: 4,8% per capital consumption: 5 kg 22 vs 30 CAGR: 3%
9. Africa (2%) Consumption: 1,13M 22 vs 30 CAGR: 4,4% per capital consumption: 0,7
   22 vs 30 CAGR: 1,8%
10. Oceania (1%) Consumption: 0,55 M 22 vs 30 CAGR: 1,7% per capital consumption: 12,7
    22 vs 30 CAGR: – 0,3%

Overview of MEA Tissue Market*

• Turkey – 33 TMs – 1,510 installed tissue capacity – 1,502 operational tissue capacity – 105 new capacities 2024-2027 
• South Africa – 46 TMs – 554 installed tissue capacity – 554 operational tissue capacity – 30 new capacities 2024-2027 
• Egypt – 15 TMs – 382 installed tissue capacity – 375 operational tissue capacity – 70 new capacities 2024-2027 
• UAE – 9 TMs – 322 installed tissue capacity – 322 operational tissue capacity – 0 new capacities 2024-2027 
• Iran – 10 TMs – 280 installed tissue capacity – 280 operational tissue capacity – 0 new capacities 2024-2027 
• Saudi Arabia – 5 TMs – 230 installed tissue capacity – 230 operational tissue capacity – 220 new capacities 2024-2027 
• Algeria – 9 TMs – 137 installed tissue capacity – 125 operational tissue capacity – 0 new capacities 2024-2027 
• Israel – 6 TMs – 112 installed tissue capacity – 112 operational tissue capacity – 0 new capacities 2024-2027 
• Tunisia – 6 TMs – 102 installed tissue capacity – 102 operational tissue capacity – 0 new capacities 2024-2027 
• Nigeria – 28 TMs – 99 installed tissue capacity – 80 operational tissue capacity – 0 new capacities 2024-2027. 

*Source: RISI 

Saudi Arabia and Türkiye are the most promising countries for tissue growth in our region. Africa needs more time to reach its potential. We need to adapt to market conditions and gain a deep understanding of local culture. 

MEA tissue market consumption and production

Although we see a balanced supply and demand within the region import/export matrix shows different results.

• Türkiye, Egypt, UAE, South Africa, and Tunisia are net exporters.
• 45% of the export from the region goes to non-MEA countries.
• Türkiye and Indonesia are significant sources of tissue imports with smaller amounts from China and Italy.
• Egypt’s counted as a producer in the region, but it is becoming a substantial source with recent investments 

Tissue product cost comparison 

• Türkiye, Italy, and Indonesia are established tissue exporters. 
• The two main components determining the total costs are fibre and energy. Production cost gives an advantage to MENA producers which are not far behind Indonesia, the cost leader. 
• Türkiye and Italy are slightly higher, but they may well provide preferred product performance

MEA tissue imports 

• Türkiye and Indonesia are significant sources of tissue imports with smaller amounts from China and Italy.
• Egypt is counted as a producer in the region, but it is becoming a substantial source with recent new investments.

Key market challenges and resilience strategies

• Supply chain and infrastructure issues:
• Supply Chain Innovation: we develop regional distribution hubs to improve logistics efficiency and reduce delivery times.
• Invest in Technology: we use digital tools for inventory management, demand forecasting, and route optimisation to minimise delays and cost. (IBP S & OP, RBP Robotics, etc.)
• Local Sourcing: we invest in local producers and increase the product quality of our local suppliers.

Overcoming import dependency and high costs:

• Vertical Integration: we manufacture raw materials like PE Packaging or nonwovens creating sustainable supply and lowering costs.
• Diversify Supply Chains: we build relationships with multiple suppliers across different regions to reduce risk from import disruptions.
• Stock Management: we manage our inventory levels and keep our flexibility to reduce our cost and enchase our cash flow.

Environmental and sustainability challenges:

• Sustainable Sourcing: we source materials from certified sustainable suppliers to reduce environmental degradation and meet regulatory requirements for sustainability.
• Reduce Fresh Water Consumption: we use sea water treatment plant to reduce freshwater consumption. (Ultra-filtration and reverse osmosis)
• Solar Panel: we source over 10% energy from solar panels.
• Cogeneration: we optimise our energy consumption by cogeneration system at 86% utilisation. 
• We manage all energy consumption preference by AI.
• Varying regulations and quality standards.
• Stay Updated on Compliance Requirements: we partner with local regulatory consultants to navigate compliance processes efficiently and ensure we follow all changes in local trade regulations.
• Advocate for Harmonised Standards: engage with trade bodies to push for harmonization of regulations across regions.

Low disposable income and price-sensitiveness:

• Affordable Packaging: we develop smaller, more affordable product sizes to serve to different income levels and make hygiene products accessible.
• Tiered Product Offerings: we introduce a range of products, from budget to premium, to meet the diverse needs of consumers.
• Promotions and Loyalty Programmes: we build brand loyalty through promotions, discounts, and customer loyalty programs that incentivize repeat purchases.
• Competition from both low-cost local producers and global FMCG brands.
• Digital Transformation: we use data analytics for better market analysis and customer engagement
• Brand Localization: we customise marketing strategies and product features to resonate with local cultural preferences and practices.
• Product Innovation: we introduce innovations like moisture-lock tissues or B-side technology to attract a broader consumer base and remain competitive.
• Differentiate Through Quality: we focus on product innovation, such as introducing new product features (e.g. antibacterial tissues), to differentiate the market.

Operating across different cultures:

• Cultural Awareness: we train teams on cultural norms, communication, and business etiquette.
• Establishing Mentorship and Rotation Programmes: we develop mentorship and rotational working programs globally which pairs employees from different regions.
• Providing Language and Communication Resources: we offer language classes for employees working in regions.
• Promoting a Culture of Continuous Learning: we encourage ongoing learning thru workshops, courses, personal improvement programs and access to our platform “Hayat Digital Academy” offering relevant skills training.
• Feeling the Common Purpose and Shared Values: a common company vision and core values that emphasize respect, inclusivity and impact has been promoted globally.

MEA Region’s expanding population and urbanisation present great market potential.

MEA Tissue Market has a growth potential which would need more time to reach maturity.

Growth opportunities come with challenges that must be addressed through resilient strategies.

By leveraging local partnerships, investing in sustainability, and adapting to market conditions are the key resilience strategies.

Success lies in agility, innovation, and a deep understanding of local dynamics to navigate challenges and capitalize on opportunities.