From an estimated market size of about US$ 3.2 billion in 2023, the facial tissue paper market is projected to reach US$ 5.1 billion by 2033, exhibiting a CAGR of 4.8% from 2023 to 2033.
Recent years have seen a sharp increase in demand for facial tissue paper on a global scale, driven by numerous reasons that have helped the sector to thrive. The rising concern for personal hygiene and health, which has led to an increase in demand for bulk tissue paper and bathroom tissue paper products, is one of the key factors driving the market.
With the COVID-19 pandemic, people are more concerned with their health and wellness and are seeking out items that can support a healthy lifestyle. In this light, facial tissue paper has developed into a pivotal commodity since it offers a practical and efficient way to maintain hygiene. Also, the demand for acid-free tissue paper, which is soothing on the skin, has grown as a result of the increase in the proportion of health-conscious customers.
The growing utilization of facial tissue paper in a variety of end-use sectors is another key factor driving this market. Facial tissue paper now has a large number of commercial and industrial uses in addition to its original usage as a personal hygiene product. For instance, hospitals and other healthcare institutions as well as the hospitality sector make substantial use of facial tissue paper.
As more people resort to online shopping platforms for their requirements, the growth of e-commerce has opened up new prospects for participants in the facial tissue paper market. Niche products and specialty items, including tissue paper products with distinctive smells or artistic patterns, are becoming more widely available as e-commerce usage grows.
A prime opportunity has emerged for businesses in the facial tissue paper market as a result of the rise in demand for eco-friendly and sustainable products. Customers are becoming more aware of the influence they have on the environment, and they are searching for items that are developed from sustainable materials and can be readily disposed of without harming the environment.
In the United States, tissue paper was first commercialized 150 years ago as toilet paper. The usage of tissue paper gradually gained ground among consumers in the United States. The increasing usage of tissue and improving lifestyle have resulted in the introduction of new and innovative products, one of which is facial tissue paper.
Kimberly Clark first introduced tissues under the brand name Kleenex. Kimberley Clark aimed at replacing cloth towels with facial tissue papers. Since the innovation came into the limelight, several companies started producing facial tissue paper as a part of their product portfolio. Increasing disposable income and the improving lifestyle of people are considered among the primary drives of the facial tissue paper market.
There are three key types of facial tissue paper: regular facial tissue paper, anti-viral facial tissue paper, and recyclable facial tissue paper. Regular facial tissue papers are commonly used tissues and are available in soft and ultra-soft variants. These tissue papers are widely used in living rooms, bathrooms, kitchens, and offices. Regular facial tissue papers are priced up to US$16, depending on the pack size.
All the aforementioned types are available within different price ranges, including low, medium, and high. The primary difference between the price points varies according to the size of the pack. Anti-viral facial tissue papers are typically seasonal, and witness high demand during seasons that cause colds, coughs, and flu. However, they are available in the market throughout the year.
How Does Facial Tissue Paper Market Historic and Future Outlook Compare?
The global facial tissue paper market is projected to register a CAGR of 4.8% between 2023 and 2033. Historically, the market presented moderate growth from 2018 to 2022, exhibiting a CAGR of 3%.
From 2018 to 2022, the facial tissue paper market underwent a remarkable progression that was marked by various changes and alterations. The global pandemic caused sizable changes in consumer behavior and supply chain dynamics during this period, posing both problems and possibilities for the market players involved.
The facial tissue paper industry was booming at the onset of the historical period, and several businesses made substantial expenditures. Yet as time went on, the market got progressively more competitive, with competitors vying for a bigger slice of the pie. So far, the industry was able to withstand the storms because of technological advancements, inventiveness, and business partnerships.
The COVID-19 pandemic struck the world in the middle of this changing situation, leading to dramatic shifts in consumer preferences, demand patterns, and supply chain mechanisms. Facial tissue paper demand increased as a result of the pandemic as people stocked up on hygiene items to protect themselves against the virus. Companies had to increase output, as a result, to keep up with the unexpected increase in demand.
The facial tissue paper market showed notable resilience notwithstanding the pandemic-related disruption, with competitors effectively responding to the shifts in the marketplace. The market kept increasing as a result of rising consumer hygiene consciousness and technological improvements that improved the quality of tissue paper products.
The facial tissue paper market presents a plethora of growth opportunities, spanning the short-term, mid-term, and long-term horizons.
- Short Term (2023 to 2026): The market is predicted to climb steadily over the coming years, driven largely by the rising demand for facial tissue papers across different end-use sectors. The market’s prospects for expansion have also been aided by the development of affordable and environmentally friendly production methods. Its expansion can also be ascribed to people’s increased awareness of health and hygiene issues, especially in the aftermath of the COVID-19 pandemic. During this period, the industry is also expected to proliferate owing to the development of e-commerce platforms.
- Medium Term (2026 to 2029): The demand for facial tissue papers is predicted to increase, and this is likely to result in a large expansion of the market. In emerging markets, the trend towards urbanization and rising disposable income have also increased the need for facial tissue, providing expansion potential for market participants. Market expansion is also anticipated to be fueled by the rising trend of premiumization in the personal care sector.
- Long Term (2029 to 2033): The demand for facial tissue paper is anticipated to go up significantly during this period partly because of technological improvements and innovative manufacturing methods that boost productivity and lower costs. Furthermore, the market’s growth trend is anticipated to be further shaped by the increasing focus on sustainability and environmental awareness, with the demand for environmentally friendly facial tissue papers picking up steam. Therefore, long-term demand is anticipated to increase dramatically for eco-friendly and biodegradable face tissue papers.
These factors are anticipated to support a 1.6X increase in the facial tissue paper market between 2023 and 2033. The market is projected to be worth US$ 5.1 billion by the end of 2033, according to FMI analysts.
Global Facial Tissue Paper Market Dynamics
Improving disposable income, inclination towards better lifestyle and hygiene are among the factors boosting the market growth.
In 2017, certain economies, such as those in Europe witnessed a slowdown in the disposable income or annual growth rate. However, in recent times, these economies are showing signs of recovery in terms of the annual growth rate. The improving growth curve and demand for a healthy lifestyle are driving the facial tissue paper market.
In a maximum of developed countries, tissues are considered to be among the daily lifestyle products of the population as they support the need for hygiene. In recent decades, people have become more health-conscious and are opting for a healthier lifestyle, which is increasingly supported by the rising level of income. Low prices and easy availability are the driving forces behind the increased sale of facial tissue papers.
Expansion of industries such as food & beverages, hospitality & tourism, and transport & traveling among others has been favoring the growth of facial tissue paper sales. Facial tissue paper is extensively used in hotels, restaurants, airlines, movie theatres, and public events.
Increasing usage of eco-friendly facial tissue paper is on the rise, which is resulting in higher sales of recyclable facial tissue paper, especially in developed countries. This increase in demand can be attributed to environmentally-friendly initiatives trending worldwide.
Uncovering the Regional Trends in the Facial Tissue Paper Market: A Country-Level Study
Facial Tissue Paper with Soothing Properties Becomes a Hit among Consumers in the United States
The United States facial tissue paper market is a highly competitive and rapidly growing industry. In the United States, the market is estimated to be worth US$ 5.05 billion in 2023 and is anticipated to expand at a CAGR of 4.7%. Facial tissue consumption has surged as a result of the COVID-19 pandemic, particularly given the focus on cleanliness and sanitation. This tendency is likely to persist during the forecast period.
The maximum number of customers in this country like face tissue sheets that are robust, soft, and have extra qualities like aroma or hydrating. Products that are environmentally friendly and sustainable are becoming more popular, with many producers emphasizing recyclable and biodegradable components.
Regulations and measures have been put in place by the government in the United States to lower carbon emissions and encourage sustainability in the paper sector. This includes the Green Power Partnership of the Environmental Protection Agency (EPA) and the Sustainable Forest Initiative. Also, the paper sector has received financial support from the United States Department of Agriculture (USDA) to encourage the use of renewable energy.
Procter & Gamble, Kimberly-Clark Corporation, and Georgia-Pacific LLC are three top competitors for the facial tissue paper industry in the United States. These businesses are making research and development investments to release cutting-edge as well as environmentally friendly products. For example, Procter & Gamble has introduced the first flushable wipe ever manufactured, which is composed of plant-based ingredients. Several merchants have started selling facial tissue under their own labels, and private-label products are also growing in popularity.
With an average consumption of 25 kilograms per person, the United States is the world’s leading user of tissue paper. The southern and western parts of the United States have the maximum usage of facial tissue papers, with demand varying by area. E-commerce channels have expanded in the market further as online purchasing becomes more popular. Given their convenience and affordable costs, many customers prefer to buy tissue paper online.
New Trends in United Kingdom’s Facial Bulk Tissue Paper Market Reflect Growing Awareness of Eco-friendly Products
The United Kingdom facial tissue paper market is projected to reach US$ 1.04 million in 2023, recording a CAGR of 2.5%. Consumer demand for hygiene products and rising public awareness of the value of personal hygiene are the primary variables driving the market. One of the Western European nations with strong disposable hygiene product penetration rates is the United Kingdom. With Brexit, the nation’s demand to produce these goods is anticipated to rise in the future years.
Several initiatives have been started by the government in the United Kingdom to encourage sustainability and lessen the tissue paper industry’s negative environmental effects. For instance, starting in April 2022, every plastic packaging made in the country or imported there must include at least 30% recycled material. This tax was instituted by the government.
Global brands including Essity, Procter & Gamble, and Kimberly-Clark dominate the face tissue paper market in the United Kingdom. These firms provide a wide selection of tissue paper goods, including premium and eco-friendly alternatives, and have made investments in research and development to create innovative products that cater to evolving customer demands. In June 2021, Kimberly-Clark disclosed an agreement with the biotech firm RWDC Industries to extend sustainable technology for consumer goods that can offer much-needed alternatives to the world’s single-use plastics issue. This was done in order to further the company’s 2030 ambition to cut the use of plastics derived from fossil fuels by half before the end of the decade.
Premiumization Trend Boosts Demand for Facial Tissue Paper in Germany’s Luxury Market
By 2033, the Germany facial tissue paper market is anticipated to reach US$ 2.05 billion, expanding at a CAGR of 3.6%. The growing awareness of hygienic concerns as well as the desire for convenience in everyday life is the main factor driving the demand for facial tissue paper in Germany. According to research from the German newspaper Süddeutsche Zeitung, each family in Germany uses 93 sheets of tissue paper annually on average.
In maximum European nations, tissue paper sales during the pandemic skyrocketed. According to a Forbes report from October 2020, 10% of German customers had toilet paper on hand since the nation was still under lockdown. While producers struggled to keep up with the enormous increase in demand for toilet paper, similar incidents were seen in several other nations.
The top producers of facial tissue paper in Germany are Kimberly-Clark, Essity, Procter & Gamble, and WEPA. These businesses continually spend money on research and development in order to release cutting-edge goods, enhance production methods, and boost productivity.
The recycling of paper products is one of the steps the German government has put in place to encourage sustainability in the paper sector. With over 70% of paper goods recycled, the nation boasts one of the top recycling rates in the world. Also, laws have been passed by the government to limit the use of single-use plastics, which might also increase the need for environmentally friendly facial tissue products.
The demand for superior items in the facial tissue paper industry in Germany is one distinctive element. Facial tissue sheets that are soft, robust, and mild on the skin are in high demand among German customers. This prompted several producers to release high-end face tissue paper products.
The growing need for environmentally friendly and sustainable face tissue sheets is another prominent component. Environmental awareness is growing among German customers, who are seeking out goods with less negative environmental impact. This prompted several producers to launch recyclable and biodegradable facial tissue papers.
COVID-19 Pandemic Spurs Surge in Facial Tissue Paper Sales in China as Hygiene Becomes a Priority
With a consumption rate of more than 40% of the world’s demand, China is the world’s leading user of tissue paper. Given increasing hygiene concerns and a burgeoning demand for high-quality tissue papers, the China facial tissue paper market is anticipated to expand at a CAGR of 6.9% during the forecast period. Facial tissue paper demand has increased due to people’s increased attention to personal cleanliness and sanitation in the wake of the COVID-19 outbreak.
In Chinese culture, using face tissue sheets is highly engrained, and many individuals carry them with them every day. The development of e-commerce platforms has also simplified the process for customers to browse and buy facial tissue sheets, increasing industry competitiveness.
In order to encourage the use of environmentally friendly tissue papers in China, the government has put in place numerous programs, such as restricting the use of non-biodegradable plastic bags and promoting the use of recycled paper. The government has also started several initiatives to spread the word about the value of cleanliness and personal hygiene, which has helped the market expansion.
There are several both local and international firms competing in China’s dynamic and unpredictable facial tissue paper industry. Hengan International, Vinda International, and C&S Paper are a few of the industry’s top producers. Several firms are making significant investments to release front-line items like facial tissues infused with aloe vera as well as antiviral tissue papers.
There are several regional players as well operating in the market in China. For instance, Breeze claims that their facial tissue from the Lotion series has a 99% antibacterial impact and combines bacteriostatic and skin-care properties. In 2021, Libang Group introduced their “Featured” line of facial tissues, which uses a four-sided embossing technique. An embossed facial tissue was introduced by the Yusen Group, which has a smooth, skin-friendly surface. A brand-new automated draw-out face tissue conversion device was introduced by Baosuo.
Cultural Significance Reshape Japan’s Facial Tissue Paper Industry Landscape
With a population of over 126 million, personal hygiene is highly valued in Japan. The market in Japan is expected to reach US$ 1.7 billion in 2023 as a result of the huge increase in demand. At a median age of 47, Japan’s population is also among the most highly aged in the world. The Japanese facial tissue paper market has increased as a result, particularly for those with extra advantages like moisturizing or anti-aging qualities. In Japan, the practice of using face tissues is strongly engrained, and many individuals always have a supply on hand. A sizable industry for pocket-sized facial tissue packs has resulted from this.
To guarantee that consumers should receive high-quality products that are safe to use, the Japanese government has put tight restrictions into place for the production of tissue paper. By encouraging the use of eco-friendly packaging, the Japanese government declared an aim to eradicate plastic waste in 2020. The market is anticipated to be significantly impacted by this move as producers look into environmentally friendly packaging alternatives.
Among the leading producers of facial tissue paper in Japan with a sizable market share are Oji Holdings Corporation, Daio Paper Corporation, and Nippon Paper Industries. The development of facial tissues with extra features including moisturizing, anti-aging, and antibacterial qualities is a growing area of interest for manufacturers. In response to the government’s eco-friendly packaging program, several firms are also looking at sustainable packaging choices, such as biodegradable or recyclable materials.
The prevalence of facial tissue paper vending machines in public spaces like railway stations and shopping malls is a distinctive aspect of vending machine culture in Japan. In this country, facial tissue paper is frequently used as a marketing technique, with several businesses putting their logos or adverts on tissue packets. Owing to Japan’s stringent hygiene regulations, specific facial tissue paper products, such as those made for use in cleanrooms or hospitals, have been developed.
Facial Tissue Paper Market: Unveiling Market Dynamics through Segment-wise Analysis
Regular Facial Tissue Paper Remains the Go-To Option for Consumers
The facial tissue paper market is primarily segmented into product type, packaging type, use case, and sales channel. Based on the types of facial tissue papers, the market is segmented into regular, anti-viral and recyclable facial tissue papers. Each type of facial tissue paper serves a specific purpose and caters to different categories of consumers.
Given its broad availability and usage, regular facial tissue paper dominates the market. It is a widely used kind of facial tissue paper and can be easily found in homes, workplaces, and public areas like airports and schools. It is sometimes the more economical choice as well, opening it up to a larger spectrum of customers.
Regular facial tissue paper is adaptable and useful for many things, including wiping away tears, cleaning up accidents, and blowing noses. Moreover, it is delicate and soft on the skin, which makes it appropriate for daily usage. Although anti-viral and recyclable facial tissue papers offer several advantages over standard facial tissue paper, their higher cost could prevent certain customers from using them.
Boxed Facial Tissue Paper Continues to Hold Strong as the Dominant Segment
The facial tissue papers market is further segmented by packaging type. Facial tissue papers are available in two different types of packaging: box and pocket. Box-packaged facial tissue papers have greater visibility and availability and have an advantage in terms of price and the number of tissues. These are used in the residential as well as commercial segments.
Given its benefits in convenience, hygiene, quantity, design, and branding, the box segment leads the facial tissue paper industry. Pocket tissues, however, are still widely used for on-the-go use, especially when traveling and engaging in outdoor activities.
Since they cannot be touched by several persons before usage, boxed facial tissue sheets are more hygienic. Comparatively, pocket tissues are kept in pockets or bags where they could come into touch with other objects and potentially transfer germs.
Boxed facial tissue sheets typically come in higher numbers compared to pocket tissues, making them more economical and useful for use in homes and workplaces. Companies make substantial expenditures on marketing and advertising to build brand awareness and loyalty for boxed facial tissue papers, which are frequently branded.
Supermarkets and Hypermarkets Persist as the Primary Sales Channel for Facial Tissue Paper
Supermarkets and hypermarkets dominate the face tissue paper market. When compared to other distribution channels, supermarkets and hypermarkets have a far broader distribution network that spans several cities and regions, enabling them to reach a much wider client base. The exposure and accessibility of the product are increased as a result of making face tissue paper easily accessible to clients in various areas.
Food, drinks, home goods, personal care items, and other items are all sold in one place at supermarkets and hypermarkets. Customers are enticed to purchase facial tissue paper together with other products on their shopping list since they can conveniently shop there in one location.
Customers can evaluate and select the facial tissue paper that highly suits their demands and their budget owing to the diversity of brands and varieties available in hypermarkets and supermarkets. This promotes customer brand recognition and loyalty, which further increases sales.
Although considerable sales of facial tissue paper are accounted for by hypermarkets and supermarkets, the growth of the E-commerce industry is also promising high availability of diverse product ranges in the facial tissue paper category. Compared to traditional locations, online retailers provide a broader selection of face tissue paper items, including various brands, varieties, and sizes.
As they are not restricted by actual shelf space, they also have greater availability of items. Internet retailers can offer competitive prices since their overhead expenses are lower than those of traditional brick-and-mortar retailers. As a result, they can provide discounts, special offers, and cheaper rates to their clients. Customers may avoid the inconvenience of going to a store and lugging the merchandise home by using online retailers’ convenient home delivery service.
Unveiling the Soft Power Players: A Closer Look at the Cut-Throat Competition in the Facial Tissue Paper Market
The facial tissue paper market is a highly competitive industry with many manufacturers vying for market share. Key players that have been profiled in the study include Procter & Gamble, Kimberly-Clark Corporation, Asia Pulp & Paper, Svenska Cellulosa Aktiebolaget SCA, Vinda International Holdings Limited, Fujian Hengan Group Ltd, Hengan International, Sofidel Group, C&S Paper Co. Ltd, Wepa Group, Georgia-Pacific LLC, CMPCTissue, Metsa Tissue, Cascades Inc., and Kruger Products L.P. These manufacturers are engaged in various activities to remain competitive and meet the evolving needs of consumers. Certain examples of their activities include:
- Innovation: To raise the caliber of their facial tissue paper, producers are continually coming up with new products and operating techniques. For instance, Kimberly-Clark designed the Kleenex Ultra Soft facial tissue to make it particularly soft and kind to the skin.
- Sustainability: Using recycled materials and lowering their environmental effect, many manufacturers are also concerned with sustainability. For instance, SCA powers its manufacturing plants using renewable energy, while Georgia-Pacific manufactures face tissue paper from fibers that are obtained ethically.
- Marketing: To advertise their goods and promote brand recognition, manufacturers employ different marketing techniques. For instance, the Puffs brand from Procter & Gamble has started a “Softness Worth Sharing” campaign to get people to share their Puffs tissues.
- Diversification: Several producers have expanded the range of tissue paper products they sell, such as paper towels and toilet tissue. This enables them to gain a bigger market share for tissue paper. For instance, Georgia-Pacific manufactures the well-known Quilted Northern kind of toilet paper.
- Research and development: To enhance their product offers and keep up with the competition, manufacturers engage in research and development. For instance, the “SoftBlend” technique, which blends two layers of tissue to create a soft and sturdy product that is less prone to rip or shred, was developed with research funding by Procter & Gamble.
- Distribution and logistics: In the tissue paper industry, fast and effective product delivery to clients is essential. To guarantee that their products are delivered promptly and reliably, manufacturers make investments in cutting-edge logistics systems and alliances with distribution firms. For instance, SCA has collaborated with logistics firms to create a productive supply chain that enables its products to be delivered to clients in a timely and reliable manner. To track the movement of its items in real-time, the corporation has also made investments in cutting-edge tracking devices.
- Customer service: Customer service is a top priority for manufacturers in the face tissue paper industry if they want to establish enduring bonds with their clients. For instance, the “Puffs Perks” loyalty program from Procter & Gamble offers benefits to consumers who buy Puffs face tissues. Customers who wish to customize their tissue boxes with their own graphics or messages can choose from the company’s selection of customizable packaging alternatives.