Effect of Pulp Properties, Drying Technology, and Sustainability on Bath Tissue Performance and Shelf Price

The relationship between the types of pulp, the tissue making technologies, and shelf price of bath tissue was evaluated for the North American market. Twenty-four market tissue samples (representing approximately 80% of the current market offering) were sourced and analyzed along with their nationwide price information. Pulp composition, drying technologies, market share, sustainability advertising, and tissue properties were evaluated. Tissue properties, including softness, ball burst strength, water absorbency, density, tensile strength, and tensile modulus were measured. Among all the drying technologies, creped through-air dry (CTAD) and creped through-air dry belt (CTADB) seemed to improve tissue softness most. The UCTAD maximized tissue bulk by drying the tissue web solely using a through-air (TAD) cylinder. Tissue samples with freeness between 575 to 650 mL seemed to have their properties improved more significantly through advanced drying technologies. It was found that the retail prices of these bath tissues were directly related to softness, bulkiness, water absorbency, and basis weight. A mathematical model was conducted to predict the retail price of bath tissue (based on product performance and attributes). This paper also identified the effect of “sustainability” on the retail price.