FACIAL TISSUE MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2023 - 2030)

The Facial Tissue Market size is expected to reach US$ 21.96 billion by 2030, from US$ 13.41 billion in 2023, at a CAGR of 7.3% during the forecast period. Facial tissues are soft, absorbent disposable papers used for nose blowing, wiping eyes, removing make-up, and other hygiene purposes. Facial tissues provide comfort, improve hygiene, and prevent spread of germs. The convenience and rising health awareness among consumers is driving the demand for facial tissues globally.

The Facial Tissue Market is segmented by product type, technology, distribution channel, application, thickness, and region. By product type, the box facial tissue segment held the largest share of the market in 2023. Box tissues are the most commonly used facial tissue product owing to their ease of use and portability.

Facial Tissue Market Regional Insights:

• North America is expected to be the largest market for Facial Tissue Market during the forecast period, accounting for over 32.8% of the market share in 2022. The growth of the market in North America is attributed to high disposable incomes and established distribution channels.
• The Asia Pacific market is expected to be the second-largest market for Facial Tissue Market, accounting for over 22.1% of the market share in 2023. The growth of the market in is attributed to rising hygiene awareness and increasing demand from developing countries such as China and India.

• The Latin America market is expected to be the fastest-growing market for Facial Tissue Market, with a CAGR of over 11.3% during the forecast period. The growth of the market in Latin America is attributed to growing urbanization and improving retail infrastructure in the region.

Figure 1. Global Facial Tissue Market Share (%), by Region, 2023

Facial Tissue Market Drivers:

• Increasing focus on health, hygiene and wellness: The growing focus on personal health, hygiene and wellness among consumers globally is a major factor driving the demand for facial tissues. Rising awareness about communicable diseases and infections that spread through touch and airborne particles is leading to increased adoption of facial tissues for nose blowing and cleaning. Growing emphasis on wellness and healthy lifestyles has resulted in consumers becoming more conscious about hygienic habits and using disposable tissues for facial cleaning. Various government and non-profit campaigns to improve public health and sanitation are also boosting facial tissue usage. The tissue industry has been increasingly positioning their products on the health and hygiene platform to attract consumers.
• Product innovation and premiumization: Key players in the facial tissue market are focusing on frequent launches of innovative and premium tissue products to cater to evolving consumer preferences. Manufacturers are introducing soft, strong and absorbent tissues in attractive and convenient designs and packaging including cute tissue box packs, plastic-free sustainable boxes, portable tissue pouches and pop-up cube packs. Premium scented tissues infused with soothing lotions, essential oils and natural extracts are gaining popularity. Consumers are willing to pay more for value-added benefits like antimicrobial protection, added softness and eco-friendly appeal. Such product innovations are fueling the overall growth of the facial tissue market globally.
• Expanding retail infrastructure and distribution channels: The facial tissue market is driven by the expansion of organized retail channels including hypermarkets, supermarkets, convenience stores, discount stores and pharmacies/drug stores. Brick and mortar retail outlets provide visibility and easy availability for branded tissue products. Market leaders are also increasing their online presence through e-commerce platforms and D2C websites to boost sales. Developing economies are witnessing rapid development of modern trade channels beyond conventional stores and kirana shops. This is expanding the reach of facial tissue makers into untapped consumer bases, especially in urban areas. The market has high growth potential in developing regions with improving retail infrastructure.
• Demand growth from commercial usage: Facial tissues are increasingly being used in commercial and public settings like offices, schools, restaurants, hotels, hospitals and multiple other locations. This includes bathroom tissues, napkins and wipes. Rising urbanization, expanding services sector, improving public infrastructure and facilities, and growing tourism activity is resulting in strong commercial demand. Public awareness and regulations mandating provision of hygiene products in commercial spaces are other key factors. Out-of-home usage accounts for significant share of facial tissue consumption and provides stable year-round demand unaffected by seasonality in certain consumer segments.

Facial Tissue Market Opportunities:

• Product customization and personalization: There is rising consumer demand for customized and personalized tissue products tailored to individual preferences. Key players have opportunity to provide innovative packaging, product formats, designs, fragrances, and functionality based on consumer segments like kids, teens, men, women, aged population, etc. For instance, printed tissues and boxes featuring popular animated characters and celebrities can appeal to kids and teens. Premium care-specific tissues for sensitive skin types, light makeup removal, added lotion, etc. allow for customization. Personalized multi-pack tissue gift boxes also present an opportunity for manufacturers. Marketers can effectively target different consumer cohorts with the right customization.
• Sustainable and eco-friendly positioning: Environment-conscious consumers prefer sustainable products with eco-friendly and natural appeal. Facial tissue brands have immense scope for positioning on sustainability through manufacturing improvements and material sourcing. For example, recycled paper pulp, bamboo fiber, straw cellulose and other alternative fibers can replace tree pulp. Plastic-free, biodegradable and compostable packaging using plant-based materials offers differentiation. Natural lotions/fragrances, chlorine-free bleaching and zero waste production processes also attract consumers. Transparent sustainability practices including eco-friendly supply chain provide an edge over competitors.
• Emerging e-commerce and digital marketing: As consumer shopping shifts online, e-commerce platforms provide huge potential for tissue brands. Market leaders can tap into new consumer segments through dedicated websites, direct-to-consumer subscriptions, and tie-ups with major online retailers. Digital marketing including targeted and personalized ads on social media also helps engage tech-savvy consumers. Marketers can employ data analytics on online platforms to gauge consumer interests and modify product offerings accordingly. Online sales data provides insights into purchasing patterns and demand forecasting to better inform production and inventory.
• Expanding demand from developing regions: Developing economies in Asia Pacific, Latin America, Middle East and Africa represent untapped potential for facial tissue makers. Rising incomes, urbanization, improving hygiene standards and retail infrastructure are key drivers in these markets. International brands can expand through exports as well as local manufacturing presence. Domestic players in these regions too have significant room for growth. Marketers need to develop value-added and premium products catering to local consumer preferences. Adapting pricing and packaging to suit target segments provides advantage over competition. Strategic partnerships with regional distributors and retailers also helps gain market share.

Facial Tissue Market Trends:

• Shift towards higher value-added products: Consumers are displaying preference for value-added facial tissues compared to basic variants. Key value additions include multiple tissue ply (layers), luxury softness, strength, absorbency, embroidered and printed designs, scented tissues, lotion-infused tissues, antimicrobial and antibacterial properties, and eco-friendly appeal. For instance, 3-ply and 4-ply tissues are gaining share over 1-ply and 2-ply. Branded players are positioning products on key associations like skin-friendly, gentle on sensitive skin, keeps hands clean, leaves no residue, makes light work of make-up removal etc. The shift towards higher value demonstrates willingness to pay premium for functional benefits.
• Innovative packaging and formats: Tissue manufacturers are innovating on packaging and product formats to attract consumer attention and convey quality. Examples include cube box packaging, re-sealable anti-dust flaps on box, portable pop-up packs, click-open lids, and attractive prints/colors. Launches in new formats such as towels, wipes, bundles, jumbo rolls also provide variety to consumers. Sachets and mini travel packs offer convenience and trial ability. Refill packs help reduce plastic waste. Smart pack features like close-up mirrors, built-in hand sanitizers, and anti-slip bases make packaging more functional. Such innovations make the category exciting while showcasing product benefits better.
• Growing demand for organic and natural: Consumers globally are increasingly looking for food and personal care products made from natural, chemical-free ingredients and materials. The trend extends to facial tissues as well. Demand is rising for tissues made from 100% organic cotton, bamboo, straw pulp and other natural fibers without toxic dyes and additives like chlorine, parabens and alcohol. Natural fragrances and essential oil infusions also appeal greatly. Consumers value transparency from brands regarding their use of organic raw materials, production practices and supply chain sustainability. To capitalize on this trend, tissue makers are launching new products and improving visibility of their natural credentials.
• Rising preference for e-commerce purchase: Across consumer categories, e-commerce is growing as the preferred purchase channel driven by convenience, discounts, and wider product range. The trend also applies to facial tissues which are increasing being bought online. Subscription-based D2C models provide convenience andisal savings for regular bulk buyers. Doorstep delivery appeals to time-strapped consumers. E-commerce provides access to consumers in locations where retail availability may be limited. Tissue manufacturers need to invest in brand building and search visibility on online platforms. Customer reviews also influence purchase decisions, underlining the need for ensuring product quality.

Facial Tissue Market Restraints:

• Intense competition and pricing pressure: The global facial tissue market is intensely competitive with the presence of well-established international and regional players. Brand loyalty also remains relatively low. This limits pricing power and puts pressure on profit margins. Private label store brands further intensify competition. Low-cost Asian manufacturers exporting tissues worldwide also present competition on price points. The need to invest in product upgrades, capacity expansion and marketing to stay ahead also negatively impacts margins. Competitors also routinely launch very similar product and packaging upgrades. Major players need to differentiate meaningfully to reduce price elasticity among consumers.
• Concerns regarding environmental impact: Consumer awareness about sustainability has resulted in greater scrutiny of tissue products perceived as wasteful, polluting or made from unsustainable resources. Manufacture, packaging and disposal of tissues has environmental impacts including deforestation, plastic waste, carbon emissions and toxicity. NGOs, governments and environmentalists criticize the industry’s reliance on virgin fiber pulp from trees and use of plastics. Brands have faced backlash over misleading greenwashing claims. Addressing such concerns through genuine sustainable practices involves considerable investment and supply chain changes. This can negatively impact profitability if manufacturers are unwilling to undertake reform.
• Market maturity in developed economies: Developed regions like North America and Western Europe are relatively mature markets characterized by slowing growth rates for tissue products. Economic uncertainties, market saturation, an aging population are contributing factors. Per capita consumption levels in these countries are already quite high. Switching between established brands is also quite common. New product development may not easily translate into sustained incremental category growth. Developing economies with rising incomes, urbanization and low market penetration present better growth opportunities in comparison.

Recent Developments:

• In September 2022, Kleenex launched a new luxury facial tissue line made with 100% bamboo fiber. The super soft tissues are plastic-free and sustainable.
• In January 2021, Puffs launched a new Plus Lotion facial tissue with moisturizing lotion to hydrate skin. The dermatologist-tested tissues provide extra softness.
• In April 2020, Tempo launched colorful fun-print pocket tissues in attractive designs targeting kids and teens. The 3-ply tissues come in convenient pop-up packs.

New product launches:

• In March 2022, Sofidel acquired a majority stake in Celtex SpA, an Italian tissue manufacturer. The move expands Sofidel's production capacity in the Italian market.
• In January 2021, WEPA Group acquired Midwest Tissue Mills, a major U.S. away-from-home tissue producer. The acquisition strengthens WEPA's market position in North America.
• In November 2020, Kimberly-Clark partnered with Eastman Chemical Company to launch Kimberly-Clark Professional KIMTECHTM N95 Pouch Respirator with Eastman’s NaiaTM Nylon 6,6 fiber. This partnership combines both companies' expertise.

Acquisition and partnerships:

• In March 2022, Sofidel acquired a majority stake in Celtex SpA, an Italian tissue manufacturer. The move expands Sofidel's production capacity in the Italian market.
• In January 2021, WEPA Group acquired Midwest Tissue Mills, a major U.S. away-from-home tissue producer. The acquisition strengthens WEPA's market position in North America.
• In November 2020, Kimberly-Clark partnered with Eastman Chemical Company to launch Kimberly-Clark Professional KIMTECHTM N95 Pouch Respirator with Eastman’s NaiaTM Nylon 6,6 fiber. This partnership combines both companies' expertise.

Figure 2. Global Facial Tissue Market Share (%), by Product Type, 2023

Top companies in Facial Tissue Market:

• Kimberly-Clark
• Procter & Gamble
• Hengan
• Vinda
• C&S
• WEPA
• Asia Pulp & Paper
• Metsa Tissue
• CMPC Tissue
• KP Tissue
• Cascades
• SCA
• Sofidel
• Clearwater Paper
• Georgia Pacific
• First Quality
• Empresas CMPC
• APP (Sinar Mas Group)
• Kruger Products
• Unicharm

*Definition: The Facial Tissue Market refers to the market for disposable paper tissues used for facial hygiene and cleaning purposes. Facial tissues are soft, absorbent papers that come in boxes, pouches, or cubes. They are used for nose blowing, wiping eyes, removing make-up, cleaning faces, and general hygiene and cleaning. Key product types are box tissues, pocket packs, and cube boxes. Facial tissues are made from virgin and recycled paper pulp using technologies such as airlaid and wet/dry crepe. They are classified by ply (layers), thickness, softness, absorbency, and other properties. The major distribution channels are supermarkets, convenience stores, wholesalers, and online retailers. Facial tissues are used by consumers as well as commercially in offices, schools, restaurants, hospitals, etc. The market is driven by rising incomes, urbanization, and awareness of healthy hygiene habits and lifestyle.

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