Global Facial Tissue Paper Market Grows Steadily at a CAGR of 5.75%

Introduction

The global facial tissue paper market is witnessing significant growth, largely driven by the surging awareness of personal hygiene and cleanliness. Since the COVID-19 pandemic, consumers have become more conscious about minimizing germ transmission, resulting in a strong preference for disposable hygiene items such as facial tissues. This heightened concern has persisted, maintaining consistent demand for these products.

In addition, rapid urban development and changing lifestyles—especially in developing countries, have boosted market growth. As disposable incomes rise and people prioritize convenience, the use of facial tissues in daily routines has grown. The market is further supported by the expansion of key sectors like hospitality, travel, and healthcare, where facial tissues are commonly provided as part of guest or patient amenities. Moreover, the proliferation of modern retail outlets and the growth of e-commerce have improved product availability and visibility, driving continued demand in both mature and emerging markets.

Market Dynamics

Rise in cold, flu, and allergy incidences drives the global market

The increasing incidence of respiratory diseases and allergic conditions is a major factor propelling the growth of the global facial tissues market. Factors such as seasonal variations, climate change, pollution, and viral infections, including the flu and common cold, have led to a higher occurrence of symptoms like nasal discharge, sneezing, and coughing. This has, in turn, boosted the demand for sanitary and disposable products like facial tissues.

• According to the CDC, the 2023–2024 flu season in the U.S. saw around 40 million infections, resulting in nearly 470,000 hospitalizations. Furthermore, data from the Asthma and Allergy Foundation of America (AAFA) shows that over 100 million Americans suffer from allergies each year, about one in three adults and one in four children, with around 81 million affected by seasonal allergic rhinitis.

These figures highlight the essential role facial tissues play in maintaining hygiene both in everyday life and healthcare environments.

The development of bamboo-based or recycled tissue papers creates tremendous opportunities

The growing emphasis on sustainability is creating fresh opportunities for facial tissue paper manufacturers. Rising consumer awareness about deforestation and environmental concerns is driving the demand for eco-conscious options like recycled and bamboo-based tissues. These alternatives help reduce dependence on virgin wood pulp while appealing to environmentally aware buyers.

• For example, in January 2024, Cheeky Panda introduced its Bamboo Balsam Tissues, crafted entirely from FSC-certified bamboo and enriched with aloe for enhanced softness. The tissues are vegan and cruelty-free, with the brand donating 1p per pack sold to WWF. Promoted as a must-have during the winter season for those with colds or allergies, the product targeted the nearly 55% of UK consumers who prioritize sustainable purchases.

Such developments enable companies to stand out in the market while supporting environmental sustainability, broadening their consumer base in the process.

Regional Analysis

The Asia-Pacific market is witnessing strong growth driven by rising hygiene awareness, urbanization, and expanding middle-class populations. Countries like China, India, and Indonesia are experiencing increased consumption due to growing concerns around respiratory health and pollution. For example, in China, the demand for soft, skin-friendly facial tissues has surged due to high air pollution levels, prompting consumers to carry tissues daily.

In India, companies like ITC and Godrej Consumer Products are expanding their tissue portfolios, capitalizing on the growing organized retail and e-commerce sectors. The trend toward eco-friendly products is also gaining traction, with brands introducing bamboo-based and recycled tissues to appeal to environmentally conscious consumers. Moreover, government initiatives promoting sanitation and cleanliness, such as India’s "Swachh Bharat Abhiyan," are positively impacting demand for facial tissues across public and private sectors in the region.

Key Highlights

• The global facial tissue paper market size was valued at USD 21 billion in 2024 and is projected to grow from USD 10.80 billion in 2025 to reach USD 16.89 billion by 2033, growing at a CAGR of 5.75% during the forecast period (2025–2033).
• By type, the global facial tissue paper market is segmented into single-layered and multi-layered.
• By packaging type, the market is categorized into boxed facial tissues, pocket packs, and others.
• By material type, it is divided into virgin pulp and recycled pulp.
• By end-user, the market is segmented into residential and commercial.
• By distribution channel, the market is categorized into supermarkets & hypermarkets, convenience stores, online retail, and others.
• Asia-Pacific is the highest shareholder in the global market.

Competitive Players

1. Procter & Gamble
2. Kimberly-Clark Corporation
3. Georgia-Pacific LLC
4. Svenska Cellulosa AB (SCA)
5. Asia Pulp & Paper Group (APP)
6. Hengan International Group Company Limited
7. Sofidel Group
8. Vinda International Holdings Limited
9. Cascades Inc.
10. WEPA Hygieneprodukte GmbH

Recent Developments

• In July 2025, Morcon Tissue (North America) unveiled three new tissue SKUs, VT5310 Valay® 2‑ply facial tissue (cubed box), M4096 Morsoft® 2‑ply universal bath tissue, and M1096 Morsoft® 1‑ply conventional bath tissue, alongside fresh marketing collateral, highlighting its push into premium airlaid materials and Away‑From‑Home segments.

Segmentation

1. By Type
   1. Single-layered
   2. Multi-layered
2. By Packaging Type
   1. Boxed Facial Tissues
   2. Pocket Packs
   3. Others
3. By Material Type
   1. Virgin Pulp
   2. Recycled Pulp
   3. By End-User
   4. Residential
   5. Commercial
4. By Distribution Channel
   1. Supermarkets & Hypermarkets
   2. Convenience Stores
   3. Online Retail
   4. Others