The FPP sector has a continued focus on reducing cost - in particular, "cost to serve", together with capacity management and selective revenue enhancements. Energy cost issues remain high priority while the move from volume to margin is also vital. Increasing emphasis on innovation will help drive these attempts to improve margins. The emerging markets remain the growth driver in the FPP sector. With the suboptimal returns realised by traditional regions (North America, Western Europe, and Japan) for several years capital, continues to migrate to the higher growth and higher return regions of the emerging markets. This influences capital allocation decisions by producers, and equity investment decisions by portfolio managers. The key emerging markets for FPP are Asia, notably China, Latin America, and Russia. On the supply side, competitive advantage continues to shift towards South America and to a lesser extent other emerging low cost fibre producing regions; on the demand side, growth in the industry continues to be driven by the emerging markets, especially China.
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