Increasing hygiene awareness among consumers is driving growth of the global tissue towel market. Tissue paper offers advantages such as prevention of bacterial infection when used for hand drying, which reduces the risk of communicable diseases such as cold and flu, which in turn is driving demand for the tissue paper market. According to the Centers for Disease Control and Prevention (CDC), in 2015, the number of deaths caused by influenza were 5,251 in the U.S.
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