Facial Tissue Paper Market Size & Outlook, 2025-2033

Facial Tissue Paper Market Overview

The global facial tissue paper market size was valued at USD 10.21 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). The growth of the market is attributed to premium & scented variants.

Key Market Indicators

• Asia Pacific dominated the facial tissue paper industry and accounted for a 32.2% share in 2024.
• Based on type, the single-layered segment holds the largest share of approximately 39.2% of the facial tissue paper market in 2024, owing to its affordability and wide availability.
• Based on packaging type, the boxed facial tissue segment is widely favored for its convenience and hygienic dispensing.
• Based on material type, the virgin pulp segment is used to make facial tissues for their superior softness, strength, and hygiene.
• Based on end-user, the commercial segment contributes significantly to the market, driven by increasing tissue usage in offices, hotels, clinics, and restaurants.
• Based on distribution channel, the Supermarket and hypermarket segment remains the dominant distribution channels in the global market owing to their broad product range and high consumer footfall.

Market Size & Forecast

• 2024 Market Size: USD 10.21 billion
• 2033 Projected Market Size: USD 16.89 billion
• CAGR (2025-2033): 5.75%
• Asia Pacific: Largest market in 2024
• North America: Fastest growing market

The global facial tissue paper market is primarily driven by growing awareness regarding personal hygiene and sanitation. Post-COVID-19, consumers have become more cautious about preventing germ transmission, leading to a higher preference for disposable hygiene products like facial tissues. This trend has continued even beyond the pandemic, reinforcing steady market demand.

Additionally, rapid urbanization and evolving lifestyles, particularly in emerging economies, have further fueled market growth. Rising disposable incomes and a transition toward convenience have led to increased adoption of facial tissues for daily personal care. Furthermore, the expansion of the hospitality, travel, and healthcare sectors plays a crucial role. Hotels, airlines, clinics, and hospitals regularly offer facial tissues as part of their amenities or services, thereby supporting market expansion. Moreover, the growing reach of modern retail formats and e-commerce platforms has also enhanced product accessibility and consumer exposure, contributing to the sustained demand across both developed and developing markets.

Facial Tissue Paper Market Trends

Premium & Scented Variants

The rising demand for premium and scented variants is significantly driving market growth. Consumers are increasingly seeking products that provide not only hygiene but also comfort, luxury, and a pleasant sensory experience. As lifestyles become more sophisticated and disposable incomes rise, there is a notable shift towards high-end tissues featuring added benefits like softness, fragrance, and skin-friendliness.

• For instance, Vietnam’s New Toyo Pulppy launched a limited-edition Tet packaging in early 2025. These facial box tissues, made from 100% virgin pulp, are 3-ply, ultra-soft, and suitable for sensitive skin. The vibrant red box features traditional Tet festival motifs and uses metalized paper for moisture and light protection. This seasonal launch combines festive design, high-quality tissue, and premium sensory appeal.

This example highlights how aesthetic and functional enhancements drive consumer preference in the facial tissue segment.

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Facial Tissue Paper Market Driver

Rise in Cold, Flu, and Allergy Incidences

The growing prevalence of respiratory illnesses and allergic conditions significantly contributes to the global market growth. Seasonal fluctuations, climate change, pollution, and viral infections like the flu and common cold have increased the frequency of nasal discharge, sneezing, and coughing, driving the need for hygienic and disposable solutions like facial tissues.

• According to the CDC, during the 2023–2024 influenza season in the U.S., an estimated 40 million people contracted the flu, leading to approximately 470,000 hospitalizations. Additionally, according to The Asthma and Allergy Foundation of America (AAFA), in the U.S., more than 100 million people experience allergies annually (nearly one in three adults or one in four children), with approximately 81 million diagnosed with seasonal allergic rhinitis.

Such statistics underscore the critical role of facial tissues in daily hygiene routines and medical settings.

Market Restraint

Environmental Concerns over Deforestation

One of the primary restraints in the global market is the growing environmental concern related to deforestation. Most conventional facial tissues are manufactured using virgin wood pulp, which significantly contributes to tree loss and ecological imbalance. According to the World Wildlife Fund (WWF), about 40% of the global industrial wood harvest is utilized for paper production, placing enormous pressure on forest ecosystems.

Additionally, the bleaching process in tissue production leads to harmful chemical emissions. These factors have triggered environmental criticism and stricter regulations, especially in Europe and North America. Consequently, brands relying heavily on unsustainable sources face reputational risks and limited acceptance among eco-conscious consumers.

Market Opportunity

Development of Bamboo-Based Or Recycled Tissue Papers

The shift towards sustainability is opening new avenues for facial tissue paper manufacturers. Growing consumer awareness about deforestation and environmental impact has amplified the demand for eco-friendly alternatives such as bamboo-based or recycled tissue papers. These materials not only minimize reliance on virgin wood pulp but also cater to the preferences of environmentally conscious consumers.

• For instance, in January 2024, the Cheeky Panda launched its Bamboo Balsam Tissues, made from 100% FSC-certified bamboo and infused with aloe for extra softness. The product is cruelty free and vegan, and the company donates 1p per pack to WWF. It was marketed as a winterseason essential for colds or allergy sufferers, targeting approximately 55% of UK consumers actively seeking sustainable choices.

Such innovations allow brands to differentiate themselves while contributing positively to environmental goals, ultimately expanding market reach.

Regional Analysis

Asia Pacific is the fastest-growing market, fueled by expanding urban populations, rising hygiene awareness, and a growing middle class. Increasing retail penetration and the expansion of modern trade channels are boosting availability in both urban and semi-urban areas. Demand is further amplified by the growing influence of Western lifestyles and rising adoption of personal care products. Manufacturers are focusing on affordability and softness, while introducing value packs tailored for family use. Government-led hygiene initiatives are also contributing to market expansion.

• China’s facial tissue paper market is witnessing rapid expansion due to rising urbanization, increased hygiene awareness, and premiumization trends. Leading brands like Vinda and Hengan dominate with innovative, eco-friendly offerings. E-commerce platforms like JD.com and Tmall are boosting online sales. For instance, Vinda reported a 10.6% YoY revenue increase in 2023, reflecting strong demand for high-quality, soft, and lotion-infused tissue products among middle-class consumers.
• India’s facial tissue paper market is growing steadily, driven by changing lifestyles, health consciousness, and tourism growth. With metro cities adopting Western hygiene habits, brands like Origami and Premier are expanding their presence. Organized retail and online platforms like BigBasket and Amazon further drive adoption. For example, Premier Tissues expanded its manufacturing capacity in 2022 to meet rising demand from hospitality, office, and personal use segments across urban centers.

North America Facial Tissue Paper Market Trends

The global market in North America is witnessing steady growth due to heightened hygiene awareness and demand for premium, ultra-soft products. Consumers in this region increasingly prefer lotion-infused and hypoallergenic tissues, driving innovation among manufacturers. The rising trend of sustainable consumption has also boosted the use of recycled and biodegradable tissue variants. E-commerce platforms play a crucial role in expanding product accessibility, especially among younger demographics. The well-established hospitality and healthcare sectors further support consistent demand for facial tissues in commercial settings.

• The United States facial tissue paper market is led by dominant players like Procter & Gamble (Puffs) and Kimberly-Clark (Kleenex), which cater to a health-conscious and convenience-driven population. Innovations such as lotion-infused and anti-viral tissues are widely adopted. Additionally, private-label options at retailers like Target and Costco are gaining share. Sustainability initiatives and the demand for soft, hypoallergenic products continue to shape consumer preferences across the U.S. market.
• The Canadian facial tissue paper market is driven by the surging consumer demand for sustainable and eco-friendly products. Brands like Kruger Products offer FSC-certified and recycled tissue variants under labels like "Cashmere" and "Purex." Rising awareness about hygiene and seasonal flu trends further boosts sales. Retail chains such as Loblaws and Shoppers Drug Mart increasingly promote private-label tissue products with biodegradable packaging to cater to eco-conscious buyers.

Europe Facial Tissue Paper Market Trends

In Europe, sustainability remains a core growth driver in the global market, with consumers opting for eco-labeled, FSC-certified, and recycled paper products. Regulatory emphasis on environmental protection encourages producers to adopt cleaner production techniques and responsible sourcing. Demand is also influenced by seasonal allergies and increased travel activity, particularly in urban and tourist-centric regions. Private label brands continue to gain popularity across retail channels, offering cost-effective alternatives to premium brands. Compact packaging and facial tissues for sensitive skin are trending in personal care aisles.

• The German facial tissue paper market is driven by eco-conscious consumers demanding biodegradable and FSC-certified products. German brands like Hakle and Tempo have introduced tissues made from recycled materials. For instance, Tempo's “Eco Comfort” line caters to sustainability trends. With strict environmental regulations and high hygiene awareness, Germany emphasizes both quality and green packaging, pushing manufacturers to adopt eco-friendly production practices.
• The UK’s facial tissue paper market is shaped by increasing demand for premium and sustainable tissues. Brands like Kleenex and The Cheeky Panda offer bamboo-based and plastic-free packaged tissues. For example, The Cheeky Panda’s tissues are B Corp certified, appealing to eco-aware British consumers. Retail expansion via Tesco and Sainsbury’s and growing online demand further support market growth in the UK.

Market Segmentation

Type Insights

The single-layered segment holds a significant share in the global market owing to its affordability and wide availability. These tissues are preferred for everyday use in households and offices where light wiping or cleansing is sufficient. Their low cost and disposability make them an ideal choice in price-sensitive markets. Additionally, they are often used in bulk settings such as public restrooms, clinics, and schools where high turnover is expected.

Packaging Type Insights

Boxed facial tissues are widely favored for their convenience and hygienic dispensing. They are commonly placed in homes, offices, hospitals, and hospitality settings, offering easy access and organized storage. Their appealing packaging designs also contribute to home décor aesthetics. The demand for boxed tissues is rising with the increase in indoor usage and hygiene awareness, especially in residential and professional environments that require clean and accessible tissue options.

Material Type Insights

Facial tissues made from virgin pulp are preferred for their superior softness, strength, and hygiene. This segment caters to premium consumers and commercial sectors like healthcare and hospitality, where product quality is paramount. Virgin pulp tissues are less abrasive, making them suitable for sensitive skin, especially during colds and allergies. Although more expensive, the demand remains strong due to consumer preference for comfort, luxury, and high-performance tissue products.

End-User Insights

The commercial segment contributes significantly to the market, driven by increasing tissue usage in offices, hotels, clinics, and restaurants. These establishments prioritize hygiene and customer comfort, thereby consistently stocking facial tissues. Bulk procurement and repeat consumption in commercial settings ensure steady demand. With rising global investments in infrastructure and service industries, especially post-pandemic, the commercial sector continues to present lucrative opportunities for tissue paper manufacturers.

Distribution Channel Insights

Supermarkets and hypermarkets remain dominant distribution channels in the global market owing to their broad product range and high consumer footfall. Shoppers benefit from physical product comparison, in-store promotions, and bulk purchase discounts. These retail outlets play a fundamental role in driving brand visibility and accessibility. Consumers also prefer buying facial tissues during routine grocery shopping, making supermarkets and hypermarkets a vital sales avenue for tissue manufacturers.

Company Market Share

Companies in the facial tissue paper market are focusing on product innovation, such as ultra-soft, hypoallergenic, and eco-friendly variants to attract health-conscious and environmentally aware consumers. They are also investing in automated production technologies to enhance efficiency and reduce costs. Expansion through online and retail distribution channels, along with targeted marketing strategies and regional penetration in emerging economies, is helping companies grow their market share and meet evolving consumer preferences.

Kimberly-Clark Corporation

Kimberly-Clark Corporation is a leading player in the global facial tissue paper market, renowned for its strong brand portfolio including Kleenex, one of the world’s most recognized tissue brands. Headquartered in the U.S., the company operates in over 175 countries and emphasizes product innovation, sustainability, and premium hygiene solutions. Kimberly-Clark invests heavily in soft, durable, and eco-friendly tissue products, maintaining a dominant retail presence globally. Its consistent focus on consumer needs and environmental responsibility bolsters its market leadership.

• In June 2025, Kimberly-Clark and Suzano announced a $3.4 billion joint venture to establish a global tissue products business. As part of the agreement, Suzano will purchase a 51% ownership stake for $1.734 billion, while Kimberly-Clark will maintain a 49% share. The new venture will include 22 manufacturing facilities, more than 40 brands, and an annual production capacity of 1 million tonnes. It will serve customers in over 70 countries worldwide. The transaction is anticipated to be finalized by mid-2026.

List of key players in Facial Tissue Paper Market

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

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Recent Developments

• 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.
• February 2025- Kruger Products launched Scotties Ultra Soft (including a lotion variant), produced at its cutting‑edge Sherbrooke facility using modern TAD technology. This 3‑ply facial tissue earned the Best New Product of 2025 award from BrandSpark International, based on feedback from over 12,000 Canadian consumers.
• February 2025- At Tissue Summit Brazil 2025, INCAPE Papéis Especiais showcased its Ultra Clean recycled board, under 3 % ash content, demonstrating proven cost and quality gains on high‑speed tissue converting lines. Simultaneously, at Packaging Summit Brazil 2025, it formally launched INCAPE Tubos e Artefatos de Papel, offering light, medium and heavy‑duty paper tubes tailored for tissue and other industrial segments.