Global Kitchen Towel Market: Opportunities and Challenges 2015-2019

Market overview of the global kitchen towel market

The global kitchen towel market is expected to grow steadily at a CAGR of around 6% during the forecast period. While the Americas have been dominating the market since 2014, APAC is predicted to witness fastest growth rate. The rapid growth in APAC is largely due to rising urban population and increase in consumer spending.

The kitchen towel market is also seeing constant product launches based on new technology. For instance, Voith Tissue Innovation Centre in Sao Paulo has developed the ATMOS technology that consumes 35% less energy compared to TAD technology and also boasts of lower investment costs. 

Leading vendors in the kitchen towel market
The top vendors in the market are: - 

•     Kimberly-Clark
•     Koch Industries
•     P&G
•     Svenska 
•     Wausau 

Other prominent vendors in the market include are Accrol, Alder Tissues, Renova, Rodriquez, Towel Depot, and Wepa.

There is a substantial competition from the private labels that offer low-cost products with low manufacturing costs which enables them to offer a wide variety of products at competitive prices. As a result, they have a superior market penetration that has been affecting the other vendors in the market. Innovation and constant marketing are of the utmost importance within this market. Private labels have been adopting the emerging trends within this market such as improved absorbency, new prints and eco-friendly products.

Segmentation of the global kitchen towel market by application

•     Residential
•     Commercial 

In terms of revenue, the commercial sector accounts for nearly 58% of the market share followed by the residential sector. The large share is primarily due to the high usage of towels in restaurants and other commercial places. The residential sector is predicted to reach $5 billion in revenue by 2019, mainly due to lifestyle changes. This sector is seeing a growing focus on aesthetic factors even though the primary reason for purchase remains the quality of the towel.  

Segmentation of the global kitchen towel market by geography

•     Americas
•     EMEA
•     APAC

The Americas has been the biggest revenue contributor in the global kitchen towel market with a share of around 48%, followed by EMEA and APAC. The report predicts that by the end of the forecast period, APAC would emerge as the fastest growing region, with countries like China and Australia being the major contributors to the market share of this region. 

From a point of low-cost products, private labels have evolved to include a wider range of goods matching the quality of a branded product at competitive prices. Private brands account for nearly 80% of the market in Western Europe. French retail groups like Tesco and Carrefour have been the major contributors to this market by providing consumers the choice of private as well as branded products in their outlets. Italy, Turkey and Poland are the key countries in the EMEA region.

Key Driver: Growing urban population

The demand for good quality home and personal care products has grown exponentially due to the changing lifestyle needs of the increasing urban population. According to WHO, the overall urban population has increased by nearly 20% since the 1960s. An increase in the disposable income of consumers has also fuelled the demand for this market.

Other sections of the report include an analysis of the following

•     Key drivers, challenges, trends and their impact on the global kitchen towel market
•     Five forces analysis of the kitchen towel market
•     Market challenges for the global kitchen towel market
•     Influence of western culture in the market
•     Mergers and acquisitions in the kitchen towel market

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