2014 will see tissue and hygiene companies investing more heavily in emerging markets and divesting in developed markets. In developing countries such as China, tissue and hygiene companies will move from higher to lower populated cities, targeting rural consumers. In developed countries, more divestments are taking place as private label products become a real threat. For example, in 2013 Kimberly Clark exited the diapers category in Western Europe and Johnson and Johnson left sanitary protection in North America.

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