The global market for AFH tissue is valued at about SEK 100bn and is growing by slightly more than 3% annually. Growth in mature markets is in the low single-digit figures, while it is considerably higher in emerging markets.
For AFH tissue, SCA is a world leader with the global Tork brand, which has annual sales in excess of SEK 10bn. The global market share is 19%.
The global brand Tork provides significant synergies since the difference in consumer and customer requirements is minimal in regard to tissue and dispenser systems in the various parts of the world.
SCA is the clear market leader in Europe and has increased its market share to 31% as a result of the acquisition of Georgia-Pacific’s tissue operation. SCA is the third largest player in North America with a market share of about 20%. SCA’s market position is particularly strong in the fast-food restaurant sector in North America, where nearly every second napkin is supplied by SCA. The Group also commands strong positions in emerging markets, such as Russia and Colombia, where SCA is the market leader.