Facial Tissues Market Report 2025

This Facial Tissues market report provides a comprehensive analysis of the market’s characteristics, size, and growth, including segmentation, regional and country-level breakdowns, competitive landscape, market shares, trends, and strategies. It also tracks historical and forecasted market growth across various geographies.

The facial tissues market size has grown strongly in recent years. It will grow from $10.79 billion in 2024 to $11.56 billion in 2025 at a compound annual growth rate (CAGR) of 7.1%. The growth in the historic period can be attributed to sanitation awareness, convenience and accessibility, rise in disposable income, marketing and branding, allergies and seasonal ailments.

The facial tissues market size is expected to see strong growth in the next few years. It will grow to $14.77 billion in 2029 at a compound annual growth rate (CAGR) of 6.3%. The growth in the forecast period can be attributed to eco-friendly and sustainable demand, rising health concerns, customization and personalization, market expansion in developing regions, evolving consumer preferences. Major trends in the forecast period include sustainable materials, anti-viral and anti-bacterial properties, designer and special edition tissues, pocket-sized packaging, smart packaging and dispensers.

The increase in bacterial and viral infectious diseases has led to a higher demand for sterilized, antibacterial, and antiviral facial tissues. These tissues are sterilized during manufacturing to prevent the spread of harmful microbes. Special antibacterial and antiviral facial tissues are infused with agents that deactivate bacteria in cold viruses, flu viruses in coughs, sneezes, or nasal discharge, preventing the spread of viruses to others. For example, in May 2024, the Statens Serum Institut, a Denmark-based governmental research body, reported 553 cases of invasive pneumococcal disease in 2022, which rose to 622 cases in 2023, reflecting a higher incidence rate. Additionally, in August 2024, the Australian Bureau of Statistics, an Australian government agency, reported 426 cases of influenza in 2022, which increased to 598 cases in 2023, along with a rise in influenza-related deaths during the same period. Therefore, the increase in bacterial and viral infectious diseases is driving the growth of the facial tissues market.

The growing prevalence of seasonal allergies is expected to drive the growth of the facial tissue market. Seasonal allergies occur when the immune system overreacts to environmental triggers, typically during spring, summer, or fall when plants release pollen to fertilize others. Facial tissues help alleviate seasonal allergy symptoms by providing a soft, gentle, and absorbent way to blow the nose and absorb mucus and fluids, reducing the risk of skin irritation. For instance, the 2022 Allergy Capitals Report by the Asthma and Allergy Foundation of America (AAFA), a US-based community organization, revealed that seasonal allergic rhinitis is one of the most common allergic conditions. About 7.7% of adults and 7.2% of children were diagnosed with this condition. Therefore, the rise in seasonal allergies is contributing to 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.

Facial tissues, also known as tissue papers, wipes, or paper handkerchiefs, are thin, soft, absorbent, and disposable paper products used for cleaning the face and reducing the spread of infections or diseases like swine flu. They provide a convenient and hygienic alternative to traditional cloth handkerchiefs.

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.

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 2024. 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, Canada, Italy, Spain.

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.

This product will be delivered within 3-5 business days.