Facial Tissue Paper Market Size

Facial Tissue Paper Market size was valued at around USD 10.8 billion in 2023 and is estimated to register over 6.5% CAGR between 2024 and 2032. Increasing awareness of personal hygiene and health has led to a growing demand for facial tissue paper as consumers seek convenient and hygienic solutions for nasal hygiene, sneezing, and wiping. Facial tissue paper offers a convenient and portable solution for on-the-go use, making it popular among consumers for use outside the home, in offices, and during travel.

Aging populations and the increasing number of households with working professionals have influenced the demand for facial tissue paper as it meets the needs of various age groups and lifestyles.

The cost of raw materials, such as wood pulp and recycled paper, can fluctuate, affecting the production cost of facial tissue paper. Manufacturers may face challenges in maintaining stable pricing amid raw material price volatility. Consumers are increasingly demanding eco-friendly and sustainable products, including facial tissue paper made from recycled materials or responsibly sourced fibers. The facial tissue paper industry is highly competitive, with numerous brands offering similar products. Price sensitivity among consumers can lead to price wars and margin pressures.

COVID-19 Impact

During the pandemic, there was a surge in demand for facial tissue paper and other hygiene products as consumers sought to maintain personal hygiene and prevent the spread of the virus. This resulted in increased sales for the facial tissue paper industry. In the initial stages of the pandemic, there was a wave of panic buying and stockpiling, leading to temporary shortages of facial tissue paper and other essential items. Manufacturers and retailers faced challenges in meeting the sudden spike in demand.

Facial Tissue Paper Market Trends

Consumers increasingly preferred facial tissue paper made from recycled materials or sustainably sourced fibers. Manufacturers were investing in eco-friendly production practices and promoting their environmentally responsible products. The COVID-19 pandemic highlighted the importance of health and hygiene, leading to increased adoption of facial tissue paper for personal care. Consumers sought products that promoted cleanliness and prevented the spread of infections.

Facial Tissue Paper Market Analysis

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Based on product, the facial tissue paper market is segmented as boxed, pocket, cube. Boxed held a majority market value of USD 6.3 billion in 2022. Box facial tissue paper is commonly used in households and office spaces. It is sought after for its attractive packaging and ease of use, as the tissues are dispensed from a compact and sturdy box. Travel-size and pocket facial tissue paper are popular among on-the-go consumers who seek convenience and portability.

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Based on ply count, the facial tissue paper market is segmented as 1-ply, 2-ply, 3-ply, others. 2-ply held a dominant market share of around 40% in 2022. 2-ply facial tissue paper is the most common and widely used type. It offers a balance of cost-effectiveness, softness, and absorbency, making it suitable for everyday use in households, offices, and public places.

Based on material, the facial tissue paper market is segmented as virgin pulp, recycled pulp. Virgin pulp segment is anticipated to grow at 5.8% CAGR through 2032. Facial tissue paper made from virgin wood pulp is widely used due to its softness and premium quality. Consumers value its gentle texture and superior performance, making it a preferred choice for everyday use.

Based on packaging the facial tissue paper market is segmented as individual pack, bulk pack. Individual pack segment is anticipated to grow significantly till 2032. Individual tissue sheets packaging provides hygienic and easy-to-use tissue formats. Each tissue is individually wrapped, making it suitable for certain applications, such as in healthcare settings.

Based on packaging, the facial tissue paper market is segmented as General Purpose (Everyday Use), Sensitive Skin (Hypoallergenic), Aloe-Infused Facial Tissue, Others. General purpose segment is anticipated to grow up to 2032. Facial tissue paper is primarily used for personal hygiene, such as wiping the face, hands, and nose. Its softness and absorbency make it a preferred choice for daily cleaning and personal care.

Based on packaging, the facial tissue paper market is segmented as Supermarkets & Hypermarkets, Convenience Stores, Online Retailers, Specialty Stores, Others. Specialty Stores segment is anticipated to grow through 2032. Specialty stores, such as drugstores and pharmacies, offer facial tissue paper as part of their personal care product range.

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U.S. dominated the North American region with majority facial tissue paper market share and a revenue of USD 2.2 billion in 2022. The growing awareness of health and hygiene, especially in light of the COVID-19 pandemic, has driven increased demand for facial tissue paper as consumers prioritize cleanliness and personal care.

Facial Tissue Paper Market Share

Some of the major market players operating in the Facial tissue paper market are

• Kimberly-Clark Corporation
• Procter & Gamble Co
• Georgia-Pacific LLC
• Essity AB (formerly SCA)
• Svenska Cellulosa Aktiebolaget (SCA)
• Cascades Inc
• Sofidel Group
• Kruger Products L.P
• WEPA Group
• Metsä Group (Metsä Tissue Corporation)
• Asia Pulp & Paper Group (APP)
• Pudumjee Paper Products Ltd.
• Asia Pacific Resources International Limited (APRIL Group)
• Asia Pulp & Paper (APP) Sinar Mas
• Soundview Paper Company (Marcal Manufacturing) 
  

Facial Tissue Paper Industry News:

• In January 2023, Bampooh LLC. launched a BPA-free, sustainable bamboo tissue paper product in the U.S. market.
  
• In October 2022, Suzano SA, a Brazilian pulp maker, has signed a deal to acquireKimberly Clark’s tissue paper operations in the country.
  

Facial tissue paper market research report includes an in-depth coverage of the industry with estimates & forecast in terms of revenue in USD Million & Units from 2018 to 2032, for the following segments:

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By Product Type

• Boxed
• Pocket
• Cube

By Ply count

• 1-ply
• 2-ply
• 3-ply

By Material

• Virgin pulp
• Recycled

By Packaging

• Individual
• Bulk

By Application

• General Purpose
• Sensitive Skin
• Aloe-Infused Facial
• Tissue
• Others

By Distribution Channel

• Supermarkets & Hypermarkets
• Convenience Stores
• Online Retailers
• Specialty Stores
• Others

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • Germany
  • UK
  • France
  • Spain
  • Italy
• Asia Pacific
  • China
  • Japan
  • India
  • Australia
  • South Korea
  • Indonesia
  • Malaysia 
• Latin America
  • Brazil
  • Mexico
  • Argentina
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Egypt