Paper Executive Discusses Opportunities And Challenges Ahead For AFH Marketplace

By Harrell Kerkhoff, Maintenance Sales News Editor

Royalty Global Founder and CEO Jonathan Noori

Essential items such as paper towels, bath tissue, non-woven wipers and napkins are a requirement for just about every type of away-from-home (AFH) facility. As a result, opportunities, changes and challenges are expected to continue for those companies involved in manufacturing, distributing and providing to building occupants paper-related products within the AFH landscape.

Describing the overall outlook for the North American professional hygiene paper and tissue business in 2025 as healthy yet challenging is Royalty Global Founder and CEO Jonathan Noori.

“In the last weeks the tariff and trade situation has put global trade on alert. Immediate impacts will be seen for AFH products crossing the border, but longer-term strategic supply line thinking may be dramatically altered to favor U.S.-based suppliers,” Noori said. “Generally speaking, demand for paper and tissue products has returned; albeit, perhaps, we will never see the same total demand for those products due to systemic changes caused by the pandemic.

“That being said, products featuring enhanced value, as seen now through the eyes of pandemic survivors, suggest that many second- and third-ranked items might have received a first look during COVID. End-users discovered the product quality of such items was very close to the category leader. Permanent brand choices may have changed forever.”

When asked about the current level of AFH paper/tissue availability for the North American marketplace as of March 2025, Noori said that compared to the pandemic period, such items are much more obtainable.

However, he noted, “The tissue business has always been regional, so certain products remain in limited supply in some regions due to local demand. Also, legacy players seem to be constantly rationalizing SKUs and reducing product selection. Therefore, I recommend looking for suppliers that listen well to their customers and stay engaged at it pertains to providing what distributors and end-users need.”

Noori added it’s good that AFH paper/tissue suppliers and distributors remain proactive.

“A wise man once told me it takes seven contacts to open a new customer, but most industrial folks stop at five attempts,” he said. “Therefore, it’s important to remain diligent and alert to new opportunities — particularly as it pertains to cost savings and updated technology.

“Everything changes, so it pays to be alert and remain in touch with key stakeholders — regardless of current circumstances. In our world, things can dramatically change in days.”

Helping end-users meet today’s growing focus on environmentally friendly and sustainable paper/tissue products and practices is also key.

“Be aware that even small alternatives can make a difference. Today’s technology has narrowed the gap — for example from virgin to recycled towels and from smaller to larger rolls featuring less packaging,” Noori said. “Innovation can take many forms. It’s important to be open to new ideas and products. Providing alternatives to customers, based on new innovations, will always result in enhancing your role as a creative problem solver and good listener to customer needs.”

Royalty Global is a premier U.S. converter of tissue, towel and napkin products as well as a trusted supplier of allied janitorial and foodservice products. Visit www.Royaltyglobal.com.