Facial Tissues Market Size, Share, Competitive Landscape and Trend Analysis Report, By Product Type, Packaging Type, Distribution Channel and Region: Global Opportunity Analysis and Industry Forecast, 2025-2032

The Facial Tissues Market was valued at USD 8.43 Billion in 2024, and the total revenue is expected to grow at a CAGR of 5.22% from 2025 to 2032, reaching nearly USD 12.67 Billion by 2032.
Facial Tissues Market Overview
The facial tissues refer to a class of soft, disposable, absorbent papers that are suitable for use on the face. They are disposable substitutes for cloth handkerchiefs. The terms are commonly used to refer to the type of paper tissue, generally sold in boxes, that is designed to facilitate the exclusion of nasal mucus from the nose though it may refer to other types of facial tissues for example wipes and napkins.

The growing prevalence of bacterial and viral infections has driven the demand for antibacterial, sterilized, and antiviral facial tissues. Facial tissues undergo sterilization during manufacturing to minimalize the spread of harmful microbes. Antibacterial and antiviral facial tissues are particularly treated with agents designed to neutralize deactivate and bacteria flu viruses present in coughs, sneezes, or nasal discharge, helping to decrease transmission. For example, in May 2024, as per the Statens Serum Institut, a Denmark-based governmental research institution, invasive pneumococcal disease stated 553 cases in 2022, which increased to 622 cases in 2023, representative a rise in incidence. According to the Australian Bureau of Statistics, an Australia-based government agency, influenza cases rose from 426 in 2022 to 598 in 2023, with a rise in influenza-related deaths throughout the same period. This rise in bacterial and viral infections is driving growth in the facial tissues market globally.To know about the Research Methodology :- Request Free Sample Report

The U.S. facial tissues market is driven by increasing consumer demand for hygiene and personal care products, particularly amid growing concerns over bacterial and viral infections. Innovations in biodegradable and eco-friendly tissue products are shaping US market trends, with consumers requesting sustainable alternatives. The increase of premium and infused tissues, including antibacterial and lotion-infused variants, is also prompting purchasing patterns.

Manufacturers in the facial tissues market are increasingly using Through Air Drying (TAD) technology to production facial tissues to have cost benefits. The TAD process used in tissue manufacturing was established by Kimberly-Clark, P&G, and Scott, the machines are being used by some manufacturers like Procter & Gamble for facial tissue production. In TAD process, the fibre web is dewatered and dried by non-compressive means, thus avoiding the compaction that occurs throughout wet pressing of the web in the conventional process. The use of these non-compressive water-removal technologies results in a product with better properties for example high bulk, softness, cross direction (CD) stretches and absorbency.
Key Insights into Leading Facial Tissue Companies:
The facial tissues market is highly fragmented, with a global leaders and regional manufacturers competing for facial tissues market share. Leading players include Kimberly-Clark (KCWW), Procter & Gamble, Georgia-Pacific, Essity Aktiebolag, Hearttex, Cottonsoft, and others. These companies focus on product sustainability, innovation, and strategic growths to strengthen their positions in the competitive landscape.

Irving Consumer Products Limited is a major player in the North American facial tissues market, producing a range of tissue products, with facial tissues, bath tissue, and paper towels. A division of Irving Tissue, the company is documented for its premium quality and environmentally friendly solutions. With a strong presence across the U.S. and Canada, Irving continues to expand through investments in state-of-the-art facilities and sustainability-focused initiatives. Their Scotties brand is extensively trusted for its superior quality and reliability.

In a substantial industry development, KP Tissue Inc. and Kruger Products Inc., Canada's largest tissue manufacturer, done a US$ 377.5 million growth at their Sherbrooke site in October 2024. This investment involved the construction of a new plant and the commissioning of a double-width light dry crepe (LDC) tissue machine with a production capacity of 60,000 metric tons. Furthermore, a new facial tissue production line became operational in February 2024, further consolidation the company’s facial tissues market presence. The growth aligns with Kruger’s strategy to improve production efficiency and meet growing consumer demand for high-quality tissue products.
Facial Tissues Market Dynamics:
The MMR report covers all the trends and technologies playing a major role in the growth of the facial tissues market over the forecast period. It highlights the drivers, restraints, and opportunities expected to influence the market growth during 2025-2032.
Growing Consumer Demand for Hygiene Products:
The growing awareness among consumers concerning personal hygiene and health has suggestively influenced the facial tissue Industry. With rising concerns about cleanliness, the demand for facial tissues has surged. In emerging regions, consumers are becoming more aware about the products they use, henceforth opting for items that promote health and hygiene. Facial tissues are becoming vital in workplaces, households, and public places as they are disposable, convenient, and hygienic.The emphasis on cleanliness owing to health concerns continues to drive demand in the facial tissues market globally. Developments in product materials and sustainability have led producers to develop softer, more absorbent tissues, attracting a wider consumer base. Urbanization further fuels this trend, as convenience and hygiene become significant factors influencing purchasing decisions. This demand surge compels producers to scale up production while maintaining high-quality standards. As the facial tissues market grow, key players prioritizing sustainable and eco-friendly options are poised to gain a competitive edge.

Digital Transformation: E-Commerce & Online Marketing for Facial Tissues Market:

Growing e-commerce platforms have made it easier for customers to access various facial tissue products, rising sales. Moreover, manufacturers' effective marketing strategies and attractive packaging have improved product visibility and consumer appeal, further driving facial tissues market demand.

Leading brands can reach new customer segments by leveraging dedicated websites, direct-to-consumer subscription models, and partnerships with major online retailers. Digital marketing, including personalized and targeted ads on social media, also helps engage tech-savvy consumers. Vendors can employ data analytics on online platforms to device consumer interests and modify product offerings accordingly. Online sales data offers insights into purchasing patterns and demand prediction to better inform production and inventory.

Innovative and Sustainable Solutions Propel Facial tissues market Growth:

High-quality products and Sustainability are current demands of consumers. Major companies are continually investing in research to enhance features such as softness, strength, and absorbency of these products. Major players are introducing tissues made from recycled materials or sustainable sources such as bamboo.

Government regulations and norms on eco-friendly goods have been vital propaganda for key players worldwide. The growing preference for biodegradable options among environmentally conscious consumers has further fuelled facial tissues market demand. These innovations not only attract new customers but also strengthen brand loyalty, driving significant growth in the facial tissues market globally.

However, the facial tissues market faces challenges such as environmental concerns about disforestation and waste related with facial tissue production. Regulatory restraints related to manufacturing procedures also pose limitations. Economic declines can impact discretionary spending on non-essential goods like premium tissue products.
Facial Tissues Market Segment Analysis:
In 2024, Regular Facial Tissues Segment Held the Dominant Position with A Share of Above 72.45%.

Regular Facial Tissues segmentation held the largest revenue share in 2024 driven by their widely use of affordability, personal hygiene, and convenience. The increasing consumer awareness of hygiene and health and the regular need for facial tissues for day-to-day activities for example grooming and cleaning further contribute to this segment's growth. Additionally, the high availability of regular facial tissues in several retail channels, for example local stores, supermarkets, and online platforms, also played a crucial role in boosting their sales.

Lotion Infused facial tissues is expected to grow at a CAGR of 5.22% from 2025 to 2032. This growth is driven by growing consumer preference for enhanced comfort and added benefits for example soothing, moisturizing, and antibacterial properties. The rising awareness of personal hygiene and the desire for convenient, multifunctional products further drive the market for lotion Infused facial tissues. Key Players also focus on innovative formulations and attractive packaging to attract consumers, contributing to the expected growth.Box Pack Segment Dominated the Facial Tissues Market In 2024 and accounted for 62.47% Of the Global Revenue Share.

Box facial packaging type accounted largest revenue share of in 2024, driven by its accessible and compact design, which makes it a popular choice for customers who prioritize ease of use and portability. Furthermore, the availability of different packaging sizes and decorative designs has boosted their appeal, contributing to these significant facial tissues market share. The increasing awareness of hygiene and the need for readily nearby tissue solutions further supported the dominance of box facial tissues in the global market. For example, Kleenex Facial Tissues, the global leading brand, offers supreme performance with 2-ply, soft, absorbent, and strong tissues. Each box covers 100 tissues, by 36 boxes per case. These FSC- certified tissues are principal for their ultra-soft feel, creation them ideal for businesses and healthcare settings.

On the other hand, demand for packet pack facial tissues is expected to grow at a CAGR of 6.17% during forecast period. The segment growth is driven by growing consumer preference for convenient, portable tissue options. Additionally, the increase in outdoor activities and the increasing awareness of personal hygiene further support the demand for these compact and nearby tissue products. In addition, companies enhanced packaging design and rapid revolution further contribute to the segment growth.

In 2024, Supermarket and Hypermarket Held the Largest Revenue Share

Supermarket and hypermarket held the major share of 35.96% in the facial tissues market 2024. Increased accessibility and availability of facial tissue paper brands and options result in a key trend for supermarket and hypermarket.

However, the online store segment is expected to grow with the highest CAGR of 10.34% during 2025-2032. Online stores specifying in facial tissue paper have a wide selection of types, brands, and packaging. It permits customers to research different products, compare prices, and read analyses to make an informed buying decision.
Facial Tissues Market Regional Analysis:
In 2024, North America currently held the largest revenue share in the facial tissues market contributing to about 35.13%. This growth is attributed to the high consumer awareness concerning personal hygiene. Many facial tissue products are extensively available in this region, and recognised brands are strong in North America. Additionally, the growing demand for advanced and eco-friendly tissues has further boosted the in North America facial tissues market.

Asia Pacific facial tissues market is expected to grow at a CAGR of 6.45% from 2025 to 2032 this growth is driven by growing urbanization, increasing disposable incomes, and a growing awareness of personal hygiene among people. The expanding middle-class population and the growing demand for premium and innovative tissue products further drive the facial tissues market.
The presence of major manufacturers, huge production, and the growing availability of facial tissues over various retail channels, including e-commerce platforms, also contribute to the facial tissues market's growth in the region. For example, in January 2024, Yuen Foong company. successfully started operations of the Andritz PrimeLineCOMPACT tissue production line at its Chingshui mill. With a width of 3.65 meters and a speed of 1,650 meters per minute, the new machine enhances both the quality and quantity of household paper production. This advancement aligns with the company's commitment to high-quality, sustainable manufacturing with reduced emissions.
Facial Tissues Market Country wise Analysis:
United States: Premium Products and Sustainability Drive Facial Tissues Market Growth

The U.S. facial tissues market is considered by a strong preference for high-quality, specialized products for example hypoallergenic and lotion-infused tissues. Major players like Procter & Gamble and Kimberly-Clark and dominate with continuous innovations and sustainable product offerings. The facial tissues market benefits from high disposable incomes and increasing awareness of hygiene and convenience.

E-commerce growth and direct-to-consumer models have further accelerated growth, allowing brands to engage with a broader consumer base. The U.S. facial tissues market is projected to grow at a CAGR of 3.54% through 2032, driven by sustainability trends and the introduction of ultra-soft, eco-friendly variants.

China: Growing Middle Class and Cosmetic Industry Fuel Demand

China’s facial tissues market has witnessed rapid growth, driven by a growing middle class with higher purchasing power and increased hygiene awareness. The post-pandemic shift towards personal care and hygiene products has further wired demand.

Local companies such as Vinda International Holdings are focusing on sustainable, bamboo-based, and biodegradable tissues to cater to environmentally aware consumers. The country’s booming cosmetic segment has also contributed significantly, as facial tissues are widely used for skincare and makeup removal. China is expected to register a CAGR of 7.12% through 2032, making it one of the fastest-growing markets.

India: Increasing Urbanization and Affordability Drive Market Growth

India's facial tissues market is growing steadily, mainly driven by urbanization, growing disposable incomes, and changing hygiene habits. While affordability remains a major factor, there is growing demand for premium tissue variants, particularly in metropolitan areas.

International brands and domestic manufacturers are growing their reach through modern retail channels and e-commerce platforms. Furthermore, growing awareness about sustainability is pushing brands to present eco-friendly tissues. The Indian facial tissues market is expected to witness robust growth over the next decade, supported by increasing penetration of hygiene products in tier-2 and tier-3 cities.

Indonesia: Mergers and facial tissues market Expansion Strengthen Growth

Facial tissues market in Indonesia is expanding rapidly, supported by a growing middle class and strong distribution networks. The Indonesian market is dominated by major players such as Yuen Foong Yu Consumer Products and Kimberly-Clark, which have increased production capacities to meet rising demand.

Recent investments, for example Kimberly-Clark’s acquisition of Softex Indonesia, highpoint strategic moves to strengthen market presence. Customers are shifting toward soft, high-quality tissues, and the trend toward eco-friendly options is also acquisition traction. With growing household consumption and improved retail availability, Indonesia is set to be a high-growth facial tissues market in Southeast Asia.
Facial Tissues Market Competitive Landscape:
Leading companies in Facial Tissues Market were focusing on research and development to innovate new products or improve existing ones. This could involve developing Facial Tissues Market derivatives with enhanced properties or applications to cater to specific industry needs. Collaboration with other companies, research institutions, or government bodies was common among key players. These partnerships could involve joint research projects, technology sharing, distribution agreements, or co-marketing initiatives to leverage each other's strengths and resources. Such as, Sofidel S.p.A., acquired the brands namely in 2023, Hakle, Hakle Feucht, Dick & Durstig and others from Hakle GmbH to strengthen its presence in the consumer brand market in Germany.
Facial Tissues Market Research Methodology:
The Facial Tissues Market study involved both primary and secondary data sources. The research process involved the study of many factors affecting the industry, including the Facial Tissues market environment, competitive landscape, historical data, present trends in the market, technological development, Facial Tissues Market risks, opportunities, Facial Tissues Market barriers and challenges. In the report the data is primarily based on the five regions like North America, Europe, Asia Pacific, Middle East and Africa and South America. We are giving the scenario of countries under the specific region. For instance, For North America, we are giving the data of USA, Canada and Mexico by analyzing the end-user purchasing behavior and the sale of the manufactures, which are operating in that specific country.

Demand Side Research Approach:

Demand Side Research Approach phase was included an in-depth survey of some questions related to consumer attitudes and behaviours on e-commerce sites. The some of the Survey questions covered major areas as Cross-border shopping behaviours (e.g., categories, barriers, expectations, etc.), General shopping behaviours (e.g., apparel shopping, promotions used, etc.), and retail website user experience and checkout preferences.

Research Design:

Analysis of Historical Data (2018-2022)

Global Facial Tissues Market Size (Value) past status and outlook, market share, growth rate, and market segment. We have analyzed existing market stats. Also, we had cross checked the consistency of definition among different data sources and data validation.

Methodology For Market Sizing and Forecast

The percentage splits, Facial Tissues market shares, and breakdowns of the segments are derived based on weightages assigned to each of the segments on their utilization rate and average sale price in each region. The country wise splits of the Facial Tissues market and its sub-segments are based on the percentage adoption or utilization in the respective region or country. We have taken different approaches for Economies whose market data are available and Economies whose data are unavailable.
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Facial Tissues Market


Report Coverage
Details


Base Year:
2024
Forecast Period:
2025-2032


Historical Data:
2019 to 2024
Market Size in 2024:
USD 8.43 Bn.


Forecast Period 2025 to 2032 CAGR:
5.22%
Market Size in 2032:
USD 12.67 Bn.


 Segments Covered:
by Product Type
Regular
lotion Infused
Antibacterial
Other


by Packaging Type
Box Pack
Pocket Pack


by End User
Supermarket and Hypermarket
Online Store
Pharmacies
Others



Facial Tissues Market, by Region
North America (United States, Canada and Mexico)
Europe (UK, France, Germany, Italy, Spain, Sweden, Austria and Rest of Europe)
Asia Pacific (China, South Korea, Japan, India, Australia, ASEAN, and Rest of APAC)
Middle East and Africa (South Africa, GCC, and Rest of the MEA)
South America (Brazil, Argentina, and Rest of South America)
Facial Tissues Market Key Players
1. Kimberly-Clark Corporation
2. Procter & Gamble
3. Essity Aktiebolag
4. Georgia-Pacific LLC
5. Sofidel Group
6. WEPA Hygieneprodukte GmbH
7. Irving Consumer Products Limited
8. Industrie Cartarie Tronchetti S.p.A.
9. Suparma Tbk
10. Cascades Inc.
11. Asia Pulp & Paper Group
12. Hengan International Group Company Ltd.
13. Svenska Cellulosa Aktiebolaget (SCA)
14. Seventh Generation Inc.
15. Cottonsoft
16. Hearttex
17. Kruger Products
18. Metsa Tissue
19. Oji Holdings Corporation
20. Unicharm Corporation
Frequently Asked Questions:
1] What segments are covered in the Global Facial Tissues Market report?
Ans. The segments covered in the Global market report are based on Product, Packaging Type, and Distribution Channel.

2] Which region is expected to hold the highest share in the Global Facial Tissues Market?
Ans. North America is expected to hold the highest share of the Global market.

3] Who is the Facial Tissues Market key competitors in the industry?
Ans. Kimberly-Clark Corporation, Procter & Gamble, Essity Aktiebolag, Georgia-Pacific LLCare the key players in the Global Facial Tissues Market.

4] Which Product Type segment is expected to hold the largest Facial Tissues market share by 2032?
Ans. Regular product type segment hold the largest market share in the Global market by 2032.

5] What is the market size of the Global Facial Tissues market by 2032?
Ans. The market size of the Global market will be USD 12.67 Bn by 2032.

6] What was the market size of the Global Facial Tissues market in 2023?
Ans. The market size of the Global market was worth USD 8.43 Bn in 2024.