While the long term outlook for pulp “remains fragile” as digital media continues to change the face of publishing, Bloomberg reports Chinese demand for bathroom tissue is providing price lift.

“As China becomes more and more urbanized, tens of millions of people every year are moving into apartments and dwellings with flush toilets and they’re using more bathroom tissue,” Brian McClay said, founder of a Montreal-based pulp-industry consultancy. “While many people believe that tissue capacity is being overbuilt in China, tissue paper prices continue to rise. The outlook is for more of the same.”

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