Facial Tissue Paper Market

Facial Tissue Paper Market Outlook (2023 to 2033)

From an estimated market size of about USD 3.2 billion in 2023, the facial tissue paper market is projected to reach USD 5.1 billion by 2033, exhibiting a CAGR of 4.8% from 2023 to 2033.

Global demand for facial tissue paper has been increasing significantly during recent years, largely fueled by a few factors that have helped the industry develop. One such factor driving the market has been increasing concern towards health and hygiene leading to growing demand for bulk tissue paper as well as bathroom tissue paper products.

During the COVID-19 outbreak, most people were conscious regarding their health and they looked for products that could aid them in maintaining a healthy lifestyle. The advent of facial tissue paper has gained a significant traction from the consumer end about cleanliness and as an economic viability. In addition, the number of health-conscious consumers has increased in line with tissue paper that is soft on the skin and acidity-free.

An increase in the usage of facial tissue paper across multiple end-use industries contributes significantly to the target market. Facial tissue paper has many commercial and industrial applications to add up in favour of the product's original use. For instance, there are several hospitals and other healthcare institutions in the world and also the biggest sector hotels/restaurants require a large quantity of facial tissue paper which is in turn aiding the growth of the target market.

This is an important trend in the market as there has been increasing consumer acceptance of tissue paper rolls and tissue paper box products that can be used easily and carried while they are travelling. Manufacturers have been heavily focused on making their mark in a highly competitive environment, with the development of innovative designs and packaging playing a vital role in increasing the demand for such products.

In addition, major technological strides have led to an increase in new and innovative products being developed. To reach a larger audience, businesses are focusing more on product differentiation and bringing in numerous characteristics & advantages viz., scent, moisturizer, and anti-bacterial properties.

With the booming e-commerce landscape, where numerous people are inclined towards online shopping platforms to meet their needs, there is an upsurge in demand from participants partaking in the facial tissue paper market. With the rise of e-commerce, niche products and speciality items, such as tissue paper with a unique scent or color/design are increasingly available and progressively leading the market.

With the increasing trend of eco-friendly & sustainable products and holistic gains for players in the facial tissue paper market, more and more people are realizing the impact they have on the environment. Subsequently, consumers have become increasingly aware of the fact that sustainable products are manufactured and discarded post-use without any adverse impact on the environment which is leading to increased adoption of facial tissue paper by the consumers.

In the United States, tissue paper was first commercialized 150 years ago as toilet paper. The usage of tissue paper gradually gained ground among consumers in the United States. The increasing usage of tissue and improving lifestyle have resulted in the introduction of new and innovative products, one of which is facial tissue paper.

Kimberly Clark first introduced tissues under the brand name Kleenex. Kimberley Clark aimed at replacing cloth towels with facial tissue papers. Since the innovation came into the limelight, several companies started producing facial tissue paper as a part of their product portfolio. Increasing disposable income and the improving lifestyle of people are considered among the primary drives of the facial tissue paper market.

Additionally, awareness about hygiene among patients is highly driving the market. The number of diseases such as allergies, colds, and coughs is a major threat to corporations. As a result, companies have developed anti-viral facial tissue papers. Furthermore, facial tissue paper manufacturers confront challenges owing to the fragmented market landscape.

Furthermore, the supply-side players are constantly striving to devise novel solutions. Kimberley Clark and Procter & Gamble are the companies that lead in the facial tissue paper market.

Based on the product type segments, the market is categorized under regular facial tissue papers, anti-viral facial tissue papers, and recyclable facial tissue papers. Facial tissue papers are the most common tissues and come in soft as well as ultra-soft forms.

The most common places of occurrence of these types are the sitting room, bathroom, kitchen, and office. The tissue papers are priced up to USD 16 and vary depending on the pack size of the products.

The categorized tissue papers are set at different price points and are segregated under low, medium, and high price ranges. The pricing differences seem to be largely based on the pack size. Seasonal & demand-wise anti-viral facial tissue papers support a kind of cyclicity, majorly like the high season for cold/cough and flu.

However, based on their application the target product is available on the store shelves throughout the year and contributes a significant lower-end share to the target market.

How Does Facial Tissue Paper Market Historic and Future Outlook Compare?

The global facial tissue paper market is projected to register a CAGR of 4.8% between 2023 and 2033. Historically, the market presented moderate growth from 2018 to 2022, exhibiting a CAGR of 3%.

The market evolution occurred from the historic period of 2018 to 2022 which shows an extensive change in the facial tissue paper market. COVID-19 brought significant disruption to consumer behaviour and supply chain during this season, which has created challenges as well as opportunities for players in the market.

At the beginning of the historic period, facial tissue paper industry began to upsurge, and many enterprises responded to this opportunity by investing additional capital. Over time, the market grew extensively competitive, with existing market players meticulously trying to capture a major portion of the total addressable market. Overall the industry survived many challenges on the back of technological advancements, effective strategies, and business partnerships.

Further, the pandemic resulted in increased demand for facial tissue paper as people stockpiled on hygiene products to shield themselves from the virus. The uptick in demand also required companies to ramp up production and cater to the exponentially augmenting demand for the target product.

Competitors have been well-prepared to adapt their operations in the face of pandemic-related disruption, with the market for facial tissue paper exhibiting impressive resilience. The market continued to grow with increased consumer consciousness about hygiene and innovation of tissue paper quality.

The global market presents opportunities in untapped markets at various levels, offering both accessible short-term and reachable mid-term growth opportunities across several countries.

Short Term (2023 to 2026): The market is anticipated to grow gradually in the years to come, largely supported by increasing uses as facial tissue papers across various applications. The market has been further supported by advancements in sustainable and cost-effective production methods. This is attributed in part to the consumer awareness of health and hygiene issues, most notably due to the aftermath of COVID-19. The industry is also set to expand during this time, enabled by the rise of e-commerce platforms.

Mid Term (2026 to 2029): Demand for facial tissue papers is expected to increase, leading the market to a significant rise. Urbanization trend in emerging markets is also expected to contribute towards increasing demand for facial tissue, creating expansion opportunities for the industry players. The soaring trend of premiumization in the personal care sector is further expected to foster market growth over 2026 to 2029.

Long term (2029 to 2033): Facial tissue paper will witness a major increase in demand during this period on account of technological advancements and revolutionary means of production that improve efficiency, thus reducing costs. In addition, the development trajectory of the market is expected to be more particularly influenced by increasing concern for sustainability and environmental integrity which will witness a surge in demand correspondingly from biodegradable facial tissue papers. As a result, demand is expected to soar in the long term for environmentally sustainable and biodegradable face tissue papers.

These factors are anticipated to support a 1.6X increase in the facial tissue paper market between 2023 and 2033. The market is projected to be worth USD 5.1 billion by the end of 2033, according to FMI analysts.

Global Facial Tissue Paper Market Dynamics

Improving disposable income, inclination towards better lifestyle and hygiene are among the factors boosting the market growth

In 2017 some economies in Europe experienced a slowdown in income or annual growth rates. However, recently these economies have shown signs of recovery in terms of annual growth rate. The increasing demand for a healthy lifestyle is fueling the facial tissue paper market.

In developed countries tissues are considered daily products as they meet hygiene needs. Over the decade people have become more health conscious and are choosing healthier lifestyles, supported by rising incomes. The affordability and widespread availability drive the growing sales of facial tissue papers.

The expansion of industries such as food & beverages, hospitality & tourism, and transportation has been contributing to the rise, in facial tissue paper sales. Facial tissue paper finds use in hotels, restaurants, airlines, cinemas, and public gatherings.

The popularity of facial tissue paper is growing, leading to a rise in sales of recyclable facial tissue paper particularly in developed nations. This surge in demand is linked to the trend of eco-initiatives gaining traction.

Sudip Saha

Principal Consultant

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Uncovering the Regional Trends in the Facial Tissue Paper Market: A Country-Level Study

Facial Tissue Paper with Soothing Properties Becomes a Hit among Consumers in the United States

The United States facial tissue paper market is a highly competitive and rapidly growing industry. In the United States, the market is estimated to be worth USD 5.05 billion in 2023 and is anticipated to expand at a CAGR of 4.7%. Facial tissue consumption has surged as a result of the COVID-19 pandemic, particularly given the focus on cleanliness and sanitation. This tendency is likely to persist during the forecast period.

Consumers in the United States prefer tissues that are strong, gentle, and come with additional features like a pleasant scent or moisturizing properties. There is a growing trend towards eco-sustainable products with a focus on using biodegradable materials by many manufacturers.

The paper industry has regulations set up by the United States government in terms of carbon emissions reduction and sustainability. These include the Environmental Protection Agency's (EPA) Green Power Partnership and the Sustainable Forest Initiative. Besides this, financial support, such as from the United States Department of Agriculture (USDA), has been dished out to the paper industry in its bid to acquire renewable energy sources.

Procter & Gamble, Kimberly-Clark Corporation, and Georgia-Pacific LLC are the three key facial tissue paper players in the United States. Developments in innovative products with green features are done through investments in research and development by firms.

For example, Procter & Gamble has developed a plant-based material made flushable wipe - the world's first. Several retailers have started promoting facial tissue under their brands, with private labels gaining even faster.

The United States consumption is marked at an average of 25 kilograms of tissue paper per person and is the leading consumer of tissue paper in the world. Demand varies from one region to another, with maximum consumption of facial tissues found in the southern and western regions of the United States.

E-commerce channels have further grown in the market with the increased trend in online purchasing. Due to the high convenience and low costs associated with them, most customers are buying tissue papers online.

New Trends in United Kingdom's Facial Bulk Tissue Paper Market Reflect Growing Awareness of Eco-friendly Products

The United Kingdom facial tissue paper market is projected to reach USD 1.04 million in 2023, recording a CAGR of 2.5%. What is driving the market now, mainly, is the consumer demand for hygiene products and an increase in public awareness of personal care value.

The United Kingdom is one of the Western European nations that have well-established disposable hygiene product penetration rates. With Brexit, there might be a higher requirement to manufacture these products in years to come.

To promote sustainable development and mitigate the adverse environmental impacts of the tissue paper industry, some programs were launched by the government of Great Britain. For instance, every plastic packaging produced or imported into the country must contain at least 30% recycled material starting from April 2022. The tax was introduced by the government itself.

The United Kingdom’s face tissue paper market is dominated majorly by global brands such as Procter & Gamble, Essity, and Kimberly-Clark. These companies offer a wide range of tissue paper products, including luxury and environmental-friendly options, and have invested in research and development that aims at meeting changing customer needs through innovative products.

In 2021, the agreement between Kimberly-Clark and RWDC Industries, a biotech firm revealed that the former company can extend sustainable technology which can provide much-needed alternatives to the world’s problem of single-use plastics. They did this to promote their goal for the year 2030, which involves reducing the utilization of plastics by half derived from petroleum-based sources.

There are lots of various tissue papers including facial tissues available on the market from numerous local businesses such as Sofidel and Metsä Tissue. These regional companies are inventing innovative ways to improve customer experience. Metsä Tissue, a unit of the sustainable forestry company Metsä Group, announced its plans to build a new paper mill in the United Kingdom in 2021.

In the coming years, it will gradually increase its capacity for producing tissue paper up to 240,000 tonnes per annum. The move constitutes part of the Future Mill Program pursued by the company which is aimed at enabling world-class environmental performance for tissue manufacturing.

New products and product differentiation have arisen due to the competition in the facial tissue paper industry. To attract customers who are worried about the environment, some manufacturers, for instance, offer naturally scented tissue papers or those made from recycled materials.

The rise of e-commerce has led to the establishment of online sellers specializing in domestic merchandise and sanitary items hence making it more convenient for clients.

Premiumization Trend Boosts Demand for Facial Tissue Paper in Germany's Luxury Market

By 2033, the Germany facial tissue paper market is anticipated to reach USD 2.05 billion, expanding at a CAGR of 3.6%. The need for proper personal hygiene, along with the need for comfortable, quick, and easy solutions that can be used in everyday life, are the key reasons why consumers in Germany require facial tissue paper. A study carried out by the German media, Süddeutsche Zeitung, reveals that on average 93 tissue sheets are used yearly per family in Germany.

Overall, it is also evident that in almost all European countries, tissue paper sales significantly increased during the pandemic period. In the case of toilet paper, for example, a Forbes report from 2020 pointed out that only 10% of German customers had it because the nation was still under lock-in. As the producers tried to manage their manufacturing capacity to meet the rampantly growing demand for toilet paper, such moments were also witnessed in several other nations.

The major German facial tissue paper manufacturers include Kimberly-Clarke, Essity, P&G, and WEPA. These businesses never cease to invest in products, markets, or technologies to introduce new products, improve production processes, or increase efficiency.

One of the measures by the government of Germany towards environmental sustainability in the paper industry includes recycling paper products. This having been the case, the recycling level of paper products is at an advanced level with the country having among the highest rates in the world where recycling levels are more than 70%. Also, single-use plastics have been prohibited by the government, thus, people might also be adopting environment-friendly facial tissue products.

One of the peculiarities of the facial tissue paper market in Germany is the tendency towards the purchase of substantially higher-value products. The absorbent facial tissue sheets that can effectively tackle problems like sensitive skin are easily maintainable and are cheap, attracting Germans. This has led several producers to roll out premium face tissue paper products in the market.

Another factor that can be closely associated with the current advancement is the increasing demand for eco-friendly and sustainable face tissue sheets. Integration with the environment has become a key concern to many customers in Germany due to the increased concern for items with the least environmental footprints. This pushed a couple of producers to develop recyclable and biodegradable facial tissue papers.

COVID-19 Pandemic Spurs Surge in Facial Tissue Paper Sales in China as Hygiene Becomes a Priority

China controls the largest market share in tissue paper consumption where users account for over 40% of the total global demand. With a rise in hygiene awareness and the emergence of a relatively larger market for superior quality facial tissue papers, there is a projected CAGR of 6% in the China facial tissue paper market.

People use facial tissue paper more frequently than before because hygiene and sanitization are the new measures that people worldwide follow, especially after the COVID-19 outbreak.

Using face tissue sheets has a deeper cultural meaning in Chinese society and many people always travel with these sheets. It has also become easy for companies to use e-commerce platforms to display and sell facial tissue sheets, thus growing competition in this industry.

To promote the use of environmentally friendly tissue papers in China, it has developed many programs, including control on using non-biodegradable plastic bags and supporting recycled paper products. The government has also begun various awareness campaigns to inform people about the importance of hygiene, which has further contributed to the growth of the market.

Some of the manufacturers in the industry include Hengan International, Vinda International Holdings Limited, and C&S Paper Manufactures Limited among others. Some companies are going for consistent investments to introduce first-line products such as facial tissue with aloe Vera and anti-viral tissue papers.

Apart from global players, several regional players operate in the China market. For example, Breeze company claims that the facial tissue of the Lotion series gives a 99% anti-bacterial efficacy and features bacteriostatic and skincare effects. In the fiscal year 2021, the Libang Group developed their facial tissue series called “Featured,” which employs a four-side embossing method.

Cultural Significance Reshape Japan's Facial Tissue Paper Industry Landscape

With a population of over 126 million, personal hygiene is highly valued in Japan. The market in Japan is expected to reach USD 1.7 billion in 2023 as a result of the huge increase in demand.

The median age in Japan is 47; therefore, the country also belongs to the category of highly aged country. Thus, the overall market of Japanese facial tissue paper has grown even more so for the ones that come with additional features such as moisturizing or anti-ageing properties.

In Japan, blowing one’s nose using face tissues has become nearly compulsory and people can at any given time have some supply with them. Such a large industry for individual packs of facial tissues has been created because of this.

To ensure consumers get the tissue papers which are safe to use and of the best quality, the Japanese government has laid down very stringent measures for the making of this product. The Japanese government formulated an intent to eliminate plastic waste in the same year by promoting the use of environmentally friendly packaging. The market is expected to be affected by this greatly since the producers are seeking more sustainable packaging solutions.

The major players with a significant market share in Japan include Oji Holdings Corporation, Daio Paper Corporation, and Nippon Paper Industries. The innovation of the additional benefits in the facial tissues is another area of focus for the manufacturers such as moisturizing, anti-aging, and anti-bacterial. Due to the government imposing eco-friendly packaging, several firms are responding with sustainable packaging options such as biodegradable or recyclable materials.

The presence of facial tissue paper vending machines in public areas such as railway stations and shopping malls is a peculiar feature of culture in Japan. Where it is common to have facial tissue paper as a product, this is usually used in the marketing strategy where many companies print their logos or ads on packets of tissue paper. Due to the related Japanese cleanliness standards, there are certain facial tissue paper products, e.g. for cleanroom & hospital usage.

Facial Tissue Paper Market: Unveiling Market Dynamics through Segment-wise Analysis

Regular Facial Tissue Paper Remains the Go-To Option for Consumers

The facial tissue paper market is primarily divided in terms of product type, packaging type, usage, and sales channel. Depending on the type of product, the facial tissue paper market can be divided into regular, anti-viral, and recyclable options. Facial tissue papers are then segmented depending on their purpose and by the category of users they target.

Since its use is widespread in both households and commercial establishments due to its versatility, regular facial tissue paper remains the market leader. It is a basic type of tissue paper and is familiar to anyone since it can be found in households, offices, and facilities such as airports and schools.

Regular facial tissue paper is versatile and may be used nearly everywhere for several purposes such as wiping tears, spillage cleaning, and blowing noses. In addition, it is gentle on the skin and hence feasible for daily use. As for anti-viral and recyclable facial tissue papers, they are superior to standard facial tissue paper, some of their advantages may dissuade some customers from purchasing them because they are more expensive than standard facial tissue papers.

Boxed Facial Tissue Paper Continues to Hold Strong as the Dominant Segment

The market for facial tissue papers is further classified based on the type of packing utilized. Facial tissue papers are available in two different types of packaging: box & pocket. Box-packaged facial tissue papers are more conspicuous and more easily accessible. They are more economical and contain many more papers.

This partly shows that depending on convenience, hygiene, quantity, design, and branding, the segment leads the facial tissue paper industry. Pocket tissues, nonetheless, are still preferred for portable use or outdoor purposes.

Facial tissues packed in boxes cannot be touched by several persons before they are used; this makes them more hygienic than their individually packed counterparts. But comparatively, pocket tissues are kept in pockets or bags, where they may encounter other items that could spread germs.

Furthermore, box facial tissues are usually in many numbers compared to pocket tissues, and because of this, they are cheaper and can be used in households and business entities. The type of boxed facial tissue paper is often branded, and organisations spend a great deal of money in marketing and advertising for such products.

Supermarkets and Hypermarkets Persist as the Primary Sales Channel for Facial Tissue Paper

Facial tissue papers are mostly sold through supermarkets and hypermarkets. A comparison of the distribution channels distinguishes supermarkets and hypermarkets by having a far more extensive coverage of distribution in several cities and regions than the other types of distribution channels, thus they can reach out to a far greater customer base. The extent of product visibility rises as well as the coverage as the facial tissue paper is made easily available to consumers in several regions.

Supermarket and hypermarket stores offer food products, beverages, home items, toiletries and other goods. Because of the varieties that are available in hypermarkets and supermarkets, customers can assess and choose the facial tissue paper that best suits their specific requirements. It creates brand familiarity among the customers and they create a bond with the product, thus buying even more.

While hypermarkets and supermarkets are significant in sales of facial tissue paper, E-commerce is also heading towards that mark because people are finding higher variety in the category. In this regard, online retailers tend to have a wider range of face tissue paper products as far as brands, types, and sizes are concerned.

Since they are not bounded by physical shelf space they also have higher merchandise availability. The principals and retailers can sell products at lower prices because their fixed costs are much lower than those of conventional stores.

Consequently, they can give their clients several options such as discounts, promos, and cheaper charges. Customers may not have the time to go to a store to carry the merchandise home, thus they order from online retailers such as home delivery services.

Unveiling the Soft Power Players: A Closer Look at the Cut-Throat Competition in the Facial Tissue Paper Market

The facial tissue paper market is a highly competitive industry with many manufacturers vying for market share. Key players that have been profiled in the study include Procter & Gamble, Kimberly-Clark Corporation, Asia Pulp & Paper, Svenska Cellulosa Aktiebolaget SCA, Vinda International Holdings Limited, Fujian Hengan Group Ltd, Hengan International, Sofidel Group, C&S Paper Co. Ltd, Wepa Group, Georgia-Pacific LLC, CMPCTissue, Metsa Tissue, Cascades Inc., and Kruger Products L.P. These manufacturers are engaged in various activities to remain competitive and meet the evolving needs of consumers. Certain examples of their activities include:

• Innovation: Because of a desire to improve the standards of their products, producers are always introducing new products and operating methods. For example, Kimberly-Clark manufactures Kleenex Ultra Soft facial tissue, particularly to be gentle on the skin.
• Sustainability: Some of the many technologies and concerns of its manufacturers include; the reduction of materials used in production and recycling of the used materials, the reduction of the environmental impact. For instance, the manufacturing plants of SCA are powered appropriately by renewable energy and fibres used in manufacturing face tissue paper by Georgia-Pacific are sourced ethically.
• Marketing: To advertise their products and also build their brands, producers use various methods in the marketplace. For example, the Puffs brand from Procter & Gamble has been in a recently launched “Softness Worth Sharing” campaign for people to share their Puffs tissues.
• Diversification: Some producers have increased the portfolio of tissue paper products such as paper towels and tissue paper for toilet use. This assists them to get a larger market share for tissue paper. For example, Georgia-Pacific produces the familiar Quilted Northern type of tissue paper.
• Research and Development: To diversify their product offering and to compete with rival manufacturers brands undergo research and development. For example, there is the “SoftBlend” technique which is an innovation of the soft and strong tissue resulting from the two layers combined in a tissue paper that do not easily rip or shred; the innovation was funded by the P&G.
• Distribution and Logistics: In the tissue paper industry, a major operation factor that enhances the organization's operational efficiency is the ability to deliver the products to the clients faster. Ensuring that the products reach the consumers on time and without any hindrances, the manufacturers invest in sound logistics systems, and partnerships with logistics companies. For instance, SCA has flexible relations with logistics firms to develop a satisfying supply chain that ensures the availability of its products for delivery to the clients. In real-time, it monitors the movement of its items; the corporation has also invested in advanced tracking equipment.
• Customer Service: This serves as a very strong aspect of the manufacturing firms if they are to secure long-term relations with their clientele in the facial tissue paper industry. For example, ‘Puffs Perks’ from the Procter & Gamble company provides special rewards to citizens who use Puffs face tissues. Those customers who want to have custom tissue box graphics/messages can opt for any of the packaging styles available in the company’s catalogue.

Key Segment        

On the basis of Product Type:

• regular
• anti-viral
• recyclable Facial Tissue Papers

On the basis of Packaging Type:

• box packaging
• pocket packaging

On the basis of Use-case:

• residential
• commercial sub-segments

On the basis of the Distribution Channel:

• wholesalers/distributors, hypermarkets/supermarkets
• drug stores
• independent small stores
• online stores
• others

On the basis of Region:

• North America
• Latin America
• Europe
• Middle east and Africa
• East Asia
• South Asia
• Oceania