According to a new report published by Introspective Market Research, titled, Facial Tissue Market by Product Type, Distribution Channel, and End-Use Industry, The Global Facial Tissue Market Size Was Valued at USD 13.5 Billion in 2023 and is Projected to Reach USD 25.88 Billion by 2032, Growing at a CAGR of 7.5% from 2024 to 2032. The global facial tissue market is experiencing significant growth, driven by rising hygiene awareness, changing consumer lifestyles, and increasing demand for convenient, disposable tissue products. Facial tissues are widely used in households, commercial establishments, and healthcare settings due to their softness, absorbency, and skin-friendly properties. Compared to traditional alternatives like cloth handkerchiefs, facial tissues offer enhanced hygiene, convenience, and portability.
Advancements in product quality, such as ultra-soft textures, eco-friendly materials, and hypoallergenic formulations, have contributed to the growing popularity of facial tissue products. The market includes a wide range of offerings, from standard tissues to premium and scented varieties, catering to diverse consumer needs across different regions.
Additionally, the market benefits from the expansion of retail and e-commerce channels, enabling easy availability of products to consumers. Rising urbanization, growing middle-class populations, and increased awareness of personal hygiene in emerging economies are further fueling demand, making the facial tissue market an attractive sector for manufacturers and investors alike.
The Facial Tissue Market is segmented into Product Type, Distribution Channel, and End-Use Industry. By Product Type: (Standard Tissue, Premium Tissue, Scented Tissue) By Distribution Channel: (Supermarkets/Hypermarkets, Convenience Stores, Online Retail, Others) By End-Use Industry: (Household, Commercial, Healthcare, Hospitality, Others)
One key growth driver for the facial tissue market is the increasing global awareness of personal hygiene and health safety. Consumers are increasingly opting for disposable tissues to prevent the spread of germs, especially in households and workplaces. Events such as seasonal flu outbreaks and pandemics have heightened the importance of hygiene products, boosting demand for facial tissues. The convenience, portability, and enhanced softness of modern facial tissues further drive adoption, making them a preferred choice over traditional cloth alternatives and significantly contributing to market growth.
A significant market opportunity lies in the growing demand for eco-friendly and biodegradable facial tissues. With increasing consumer preference for sustainable products, manufacturers can capitalize on the development of environmentally conscious tissues made from recycled or sustainably sourced fibers. Such products cater to both household and commercial consumers seeking hygiene solutions that minimize environmental impact. Expanding distribution through e-commerce platforms and offering premium, eco-friendly variants presents a lucrative avenue for growth in the coming years, aligning with the global push for sustainability and corporate social responsibility.
Facial Tissue Market, Segmentation
The Facial Tissue Market is segmented on the basis of Product Type, Distribution Channel, and End-Use Industry.
Product Type
The Product Type segment is further classified into Standard Tissue, Premium Tissue, and Scented Tissue. Among these, the Standard Tissue sub-segment accounted for the highest market share in 2023. Standard tissues are widely used in households and commercial establishments due to their affordability, convenience, and versatility. They offer acceptable softness and absorbency while serving the daily hygiene needs of consumers, making them the backbone of the facial tissue market globally.
Distribution Channel
The Distribution Channel segment is further classified into Supermarkets/Hypermarkets, Convenience Stores, Online Retail, and Others. Among these, Supermarkets/Hypermarkets accounted for the highest market share in 2023. These outlets provide broad product visibility, availability of multiple brands, and competitive pricing, making them the preferred choice for consumers. Supermarkets and hypermarkets offer consumers the convenience of bulk purchases and access to both standard and premium facial tissue products under one roof, supporting strong sales across regions.
Some of The Leading/Active Market Players Are-
- Kimberly-Clark Corporation (United States)
- Procter & Gamble Co. (United States)
- Georgia-Pacific LLC (United States)
- SCA Hygiene Products AB (Sweden)
- Essity AB (Sweden)
- Unicharm Corporation (Japan)
- Hengan International Group Company Limited (China)
- Sofidel Group (Italy)
- Clearwater Paper Corporation (United States)
- Cascades Inc. (Canada)
- APP China Holdings Limited (China)
- Other active players.
Key Industry Developments
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In March 2024, Kimberly-Clark launched a new line of eco-friendly facial tissues.
The product line features biodegradable and sustainably sourced fibers, catering to growing consumer demand for environmentally conscious hygiene products. This launch strengthens Kimberly-Clark’s market position and aligns with global sustainability trends, while appealing to both household and commercial buyers seeking premium, eco-friendly tissue solutions. - In August 2024, Essity AB expanded its e-commerce presence for facial tissue sales.
The company enhanced online availability of standard, premium, and scented tissue products through partnerships with leading online retailers. This initiative aims to capture digital-savvy consumers, improve convenience, and increase market penetration across regions where online retail is gaining traction, supporting overall sales growth.
Key Findings of the Study
- Standard tissue dominates the market due to affordability and high consumption.
- Supermarkets and hypermarkets are the largest distribution channels, driving wide product reach.
- Growing awareness of personal hygiene and health safety fuels market growth.
- Eco-friendly and biodegradable products represent high-growth opportunities.
- Household and commercial end-use industries remain key consumers of facial tissues.
