Facial Tissue Market Size and Trends

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 are 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 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 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, keeping hands clean, leaving no residue, making light work of make-up removal, etc. The shift towards higher value demonstrates a willingness to pay a premium for functional benefits. For instance, according to UN Comtrade data, imports of "tissues and similar products of paper or cellulose, of a kind used for personal or household purposes" containing lotions, vitamins, or medicaments increased by 12% between 2020 and 2021 for the USA. This reflects the growing preference among consumers for functional facial tissues offering dermatological advantages.
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 boxes, portable pop-up packs, click-open lids, and attractive prints and colors. Launches in new formats such as towels, wipes, bundles, and 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. For instance, according to the United Nations Environment Programme report published in 2023, the uptake of paper-based packaging increased by over 25% between 2020 and 2022 across major tissue brands due to growing preference for eco-friendly options. Brands like Procter & Gamble have replaced plastic wrappers on some tissues with paper-based wraps made from renewable wood fiber. Such packaging innovations focused on hygiene, portability, and sustainability are helping tissue brands attract consumers and drive market growth.
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. For instance, according to the 2022 Environmental Paper Network Paper Calculator, producing tissue from recycled fiber uses 65% less water and 58% less energy compared to virgin wood fiber production. It also cuts greenhouse gas emissions by 45%. Consumers concerned about their environmental footprint help drive the growing market for recycled paper products like natural facial tissues.
Rising preference for e-commerce purchase: Across consumer categories, e-commerce is growing as the preferred purchase channel, driven by convenience, discounts, and a wider product range. The trend also applies to facial tissues, which are increasingly being bought online. Subscription-based D2C models provide convenience and 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, underscoring the need to ensure product quality.

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