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tmrFebruary 14, 2021 18 Toilet paper remains the key tissue category, driving the tissue market forward through a combination of necessity and the general westernization of toilet culture. As the developing world continues to take the lion’s share of sales, multinational manufacturers are witnessing increased completion from emerging regional players. Toilet paper is used mostly for one purpose but different types of toilet paper can satisfy different conditions. Continuous research has led to the discovery of improved varieties of toilet paper. Ultra toilet paper is the latest innovation in the field. Ultra toilet paper is produced using a newer technology where air is blown into the fibers during the drying process. Such innovations are enhancing the growth of the toilet paper market. Strong demand for AFH (Away From Home) segment is driving the toilet paper market. Rise in disposable income, increase in travelling trend, and increased rate of eating out contributes to the

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