The Middle East and Africa (MEA) is a market for the expansion of the world’s largest paper mill, with a regional share of 15% of global exports.
Dubai: Asian pulp
Demand for eco-friendly paper products has been on an exponential expansion curve in the post-COVID MEA region, led by food packaging and other verticals such as food and beverage, hygiene, commercial pharmaceuticals, and cosmetics, with an estimated market length poised to succeed. at $28. 72 billion, according to Mordor Intelligence. La demand is also being catalyzed through e-commerce, with Saudi Arabia and the United Arab Emirates leading the trend.
“The ME region is one of the vital markets, basically due to our long presence for more than three decades, and also as a net importer of paper products, with APP registering year-on-year expansion over the years,” said Sandeep Raina. , APP’s export sales manager for the Middle East and Africa, adding that the company’s sales have returned to pre-COVID-19 levels.
The Middle East region now accounts for approximately 15% of APP’s global sales, with a significant portion of the expansion coming from conventional and specialty paper. The main PPP markets in the region are the United Arab Emirates and Saudi Arabia in the GCC, followed by Iraq. and other markets. APP has fully incorporated operations in Indonesia with a wide diversity of products in the pulp, paper, packaging, facial and stationery industry.
APP has a long-standing agreement with ME and has an official presence through a branch in the UAE since 1989 and an extensive network of suppliers and consumers in the region. “APP chose the UAE as its official base because the UAE is the largest commercial and industrial hub in the region and has the amenities in terms of banking, warehousing and re-export,” Raina said.
APP is also one of the leading manufacturers of Holy Quran printing paper in the ME region, with a significant market share. The product is Halal rated through Majlis Ulema.
Carbon-neutral solutions
The growing awareness of carbon footprint reduction and stricter laws on single-use plastics in many countries in the region; in GCC countries, eco-friendly packaging materials and paper packaging solutions are the main catalysts for growth. APP has evolved its product portfolio and market strategy in this context, resulting in innovation and a new product range.
Packaging, tissue, photocopying, and specialty grades are the most sought-after and trends suggest that due to the growth of e-commerce, packaging grades will continue to be in demand.
Letchumi Achanah, APP’s Director of Stakeholder Engagement and Advocacy, said that in line with the conversion trend, APP has introduced its Foopak Bio Natura of biodegradable paper packaging responses for households, consumer goods brands and the food packaging sector, petroleum-free recyclable options. to combat the scourge of plastic.
“Sustainability is central to APP’s vision as we continue to improvise and evolve our production towards a greener future. The company is making significant progress towards achieving its goal of net zero emissions until 2060 or sooner, while exploring and implementing measures,” Achanah said.
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