Facial Tissues Global Market Report 2024

The facial tissues market size has grown strongly in recent years. It will grow from $11.07 billion in 2023 to $11.88 billion in 2024 at a compound annual growth rate (CAGR) of 7.3%. The growth observed during the historical period can be attributed to various factors, including increasing awareness about sanitation and hygiene, the convenience and accessibility of disposable facial tissues, a rise in disposable income that encourages consumers to opt for such products, effective marketing and branding strategies that promote their use, and the prevalence of allergies and seasonal ailments that drive the demand for these products. These factors have contributed to the expansion of the facial tissue market.

The facial tissues market size is expected to see strong growth in the next few years. It will grow to $15.53 billion in 2028 at a compound annual growth rate (CAGR) of 6.9%.

The anticipated growth in the forecast period can be attributed to several factors, including the increasing demand for eco-friendly and sustainable products, rising concerns about health and hygiene, the trend towards customization and personalization of products, the expansion of the market into developing regions, and evolving consumer preferences for facial tissues. Prominent trends in the forecast period encompass the use of sustainable materials in tissue production, the incorporation of anti-viral and anti-bacterial properties for enhanced hygiene, the introduction of designer and special edition tissues to cater to various consumer preferences, the availability of pocket-sized packaging for added convenience, and the adoption of smart packaging and dispensers to provide innovative and user-friendly options to consumers. These trends are expected to drive continued growth in the facial tissue market.

The main types of facial tissues include box facial tissue and pocket facial tissues. Pocket facial tissues are soft, absorbent, and disposable papers designed for facial cleansing and are typically available in small, portable packs. These products are distributed through various channels, such as supermarkets, hypermarkets, departmental stores, convenience stores, online retail platforms, and others, catering to both home and on-the-go applications.

The facial tissues market research report is one of a series of new reports that provides facial tissues market statistics, including facial tissues industry global market size, regional shares, competitors with a facial tissues market share, detailed facial tissues market segments, market trends and opportunities, and any further data you may need to thrive in the facial tissues industry. These facial tissues market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The rise in the number of bacterial and viral infectious diseases has created a growing demand for sterilized, antibacterial, and antiviral facial tissues. During the manufacturing process, facial tissues are sterilized to prevent the spread of harmful microbes. Special antibacterial and antiviral facial tissues are infused with agents that can deactivate bacteria and cold or flu viruses, reducing the risk of spreading these viruses to others. For example, Kimberly-Clark's Kleenex anti-viral facial tissue features three soft layers, including a moisture-activated middle layer that can kill 99.9% of cold and flu viruses within the tissue in just 15 minutes. This increased concern about infectious diseases and heightened hygiene awareness among consumers are expected to drive the growth of the facial tissues market as they enhance the usage of tissue products.

The prevalence of seasonal allergies is anticipated to fuel the growth of the facial tissue market. Seasonal allergies occur when the immune system reacts excessively to environmental factors like pollen, usually during specific times of the year. Facial tissues offer a soft, gentle, and absorbent solution for alleviating seasonal allergy symptoms, allowing individuals to blow their noses and manage mucus effectively while reducing the risk of skin irritation. Reports from the Centers for Disease Control and Prevention (CDC) indicate that over a quarter of U.S. adults and children reported seasonal allergies, eczema, or food allergies in 2021, highlighting the high prevalence of allergies in the United States. Thus, the increasing occurrence of seasonal allergies is driving the growth of the facial tissue market.

The use of chemically manufactured facial tissues can have harmful effects, which pose a restraint on the facial tissues market. The production of facial tissues involves the use of various chemical substances. When low-quality or subpar chemical ingredients are utilized, there is a risk of skin harm to consumers, especially when these tissues contain lotions, aromatic agents, antimicrobial agents, dyes, and more. Infused aromatic agents like eucalyptus oils and menthol are used in facial tissues to alter the aroma and enhance the nose-blowing experience, but these substances may pose risks through direct contact, especially with the skin and mucous membranes, and inhalation. This potential harm caused by chemically treated tissues is expected to impede the growth of the facial tissues market.

Leading companies operating in the facial tissues market are introducing innovative products like the Bonterra range to better cater to customer needs. The Bonterra range is a sustainability-focused line of household paper products, which includes bath tissue, paper towels, and facial tissue. For example, in March 2022, Canada-based Kruger Products launched its Bonterra range of tissue products in the Canadian market. These products are made from 100% recycled paper with FSC certification and are packaged in an eco-friendly, plastic-free manner. The Bonterra range represents one of the latest innovations in the facial tissues market, driven by changing consumer preferences and a growing demand for eco-friendly, convenient, and effective facial tissue products.

Companies in the facial tissues market are increasingly turning to Through Air Drying (TAD) technology for cost benefits. The TAD process, originally developed by companies like P&G, Kimberly-Clark, and Scott, is now used by various manufacturers for facial tissue production. TAD technology involves dewatering and drying the fiber web through non-compressive methods, which prevents compaction commonly seen in conventional wet-pressing processes. This results in facial tissues with improved qualities like high bulk, softness, cross-directional stretches, and absorbency. TAD tissue can also reduce fiber usage, cutting down on material costs since fiber is often a significant expense in tissue production. Top players in the facial tissue market are focusing on enhancing production processes by adopting product extension techniques, innovative marketing strategies, and investing in research and development within their established facilities to drive innovation and boost sales.

In December 2022, the UK-based Northwood Group acquired Consuma Paper Product's trade and assets for an undisclosed sum. This acquisition allowed Northwood to offer a complete range of tissue products, including facial tissues, kitchen towels, and toilet tissue. The rebranding of the company as Northwood Consuma Tissue followed this acquisition. Consuma Paper Product's Ltd. is a UK-based manufacturer of paper products.

Major companies operating in the facial tissues market include Kimberly-Clark Corporation, The Procter & Gamble Company, Asia Pulp & Paper Group, Vinda International Holdings Limited, C&S Paper Co. Ltd., Metsä Tissue Corporation, WEPA Group, Cascades Inc., KP Tissue Inc., Essity AB, Sofidel S.p.A., CMPC Tissue S.A., Georgia-Pacific LLC, Fujian Hengan Group Ltd., Johnson & Johnson, Asia Pulp & Paper, Beiersdorf AG, Hengan International Group Company Limited, Kruger Products L.P., Clearwater Paper Corporation, Wausau Paper Corp., Wausau Paper, Cascades Tissue Group, Marcal Manufacturing LLC, Soundview Paper Company, Oasis Brands Inc., Solaris Paper Inc., Fiora, Seventh Generation Inc.

Asia-Pacific was the largest region in the facial tissues market in 2023. North America was the second largest region in the facial tissues market. The regions covered in the facial tissues market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa

The countries covered in the facial tissues market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, UK, USA, Italy, Spain, Canada

The facial tissues market consists of sales of mineral oil, ceresin, stearyl alcohol, and isopropyl palmitate. Values in this market are factory gate values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.


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