b'INDUSTRY TRENDSFigure 4 shows almost 25 percent ofIf people hand towels used in the United Stateswere to make are produced with TAD or some othersignificant form of advanced tissue technologychanges in to create improved softness andutilization of absorbency. This is a trend that grownfacilities and as building owners/managers try totoweling, a offer upgraded service for important30 percent clients. This included most truckincrease in stop chains across the US Interstatedemand is Highway System. realistic. American hand towel capacity grew at a CAGR (compound annual growth rate) of 6.5 percent from 2007-2019. The capacity additions shown in Figure 5 include grade changes, rebuilds, and new machines over that period.Figure 4. Advanced Technology Application to Hand Towels.A small consumer behavior change in response to the pandemic could be a step change in demand of 10 percent, requiring two new large tissueThe impact on the tissue business machines. If people were to makewould be large, but American tissue significant changes in utilization ofproducers have been quiet on the facilities and toweling, a 30 percentissue in the past, unlike European increase in demand (requiring nearlyproducers. six new tissue machines) is realistic. Maybe this time is different. Tissue makers should be proud of the role they play in public health and willing to promote the products. Bruce Janda has over 40 years of experience in the paper and non-woven industry, specializing in tissue and towel products and processes, from concept through manufacturing and commercialization. Bruce has a BS in Chemical Engineering from Michigan Technological University and earned his MBA from the University of Wisconsin. He is a TAPPI Fellow, holds 19 US tissue and papermaking patents, and writes a regular column Figure 5. American Commercial Towel Capacity Growth. for Tissue World Magazine.10 TISSUE TECHNOLOGY INTERNATIONAL'