Key Developments in Facial Tissue Industry

Competitive Landscape of the Facial Tissue Industry

The competitive landscape of facial tissue industry is getting intense. And to sustain and succeed in this industry requires a combination of organic and inorganic strategies.

Leading companies are constantly innovating to enhance efficiency, reduce costs, and lower their environmental impact. They are focusing on developing novel products to woo more and more consumers.

Major Industry Expansions and Investments

In February 2025, First Quality selected Defiance, Ohio, for expanding its Ultra-premium Towel and Tissue manufacturing operations. The company will install two new cutting-edge Thru-Air-Dried (TAD) paper machines at its new campus.

The first paper machine is expected to become operational in the first part of 2028. This expansion will enable First Quality to become a leader in providing ultra-premium tissue and towel products to its customers.

In October 2024, Kruger Products Inc. and KP Tissues Inc. completed the construction of a new LDC tissue plant in Sherbrooke. The new plant is designed to produce over 130,000 metric tons of high-quality tissue products.

In June 2024, Clearwater Paper Corporation announced a $23 million investment in a new, cutting-edge facial tissue converting line at its Shelby, North Carolina facility. This mill produces premium quality private branded bathroom tissue, napkins, paper towels, and facial tissue.

In March 2024, Kruger Products Inc. increased its Scotties facial tissue production at its Richelieu plant in Gatineau, Quebec. This aligns with the company’s commitment to cater to growing consumer demand for facial tissues.

In January 2024, APP and Charta Global announced launch of its novel high-value tissue (HVT) facial and bath products at Tissue World 2024 Miami. The new jumbo roll products, including facial tissue, paper towels, and bath tissue, are designed for use in both home and away-from-home settings.

New Product Launches and Innovations

The new products are available in multiple roll widths, cores, weights, and ply specifications. They are made from 100% sustainable virgin pulp, ensuring excellent softness, superior brightness, high absorbency, and easy disintegration for optimal hygiene.

In January 2024, ANDRITZ announced that Hengan Paper Co., Ltd has successfully started up the company’s two novel PrimeLine tissue machines at its mill in Yunfu, Guangdong, China. The new machines manufactured by ANDRITZ are designed to produce premium quality tissue for toilet, facial, napkin, and handkerchief grades from virgin pulp.

New product launches, like that of APP and Charta Global, highlight the industry’s commitment to providing high-quality facial tissues to its customers. Expansion of new facial tissue manufacturing plants aligns with the industry’s commitment to meeting the ever-increasing demand for facial tissues.

Many companies are using extensive branding and marketing strategies to expand their customer base. They are also looking to use advanced technologies to stay ahead of the competition. This is expected to further boost growth of the industry in the coming years.

According to Coherent Market Insights (CMI), the global facial tissue industry is projected to total US$ 21.96 billion in 2030. Global demand for facial tissues will likely grow at 7.3% CAGR during the assessment period.

Sources:

Companies: First Quality, Kruger Products Inc., APP, and Clearwater Paper Corporation