Facial Tissues Market Size & Share | Industry Report, 2030 (2025)

Facial Tissues Market Size & Trends

The global facial tissues market size was estimated at USD 8.04 billion in 2024 and is projected to grow at a CAGR of 4.4% from 2025 to 2030. The facial tissue industry is witnessing significant growth, primarily driven by rising awareness around personal hygiene and cleanliness, especially in the aftermath of the global pandemic. As health consciousness intensifies, consumers are increasingly adopting convenient and disposable solutions, positioning facial tissues as essential for daily hygiene routines.

The expansion of urban populations and rising living standards have further fueled spending on premium and value-added facial tissue products, including those featuring enhanced softness, fragrance, and eco-friendly attributes. The hospitality and healthcare sectors have also contributed substantially by prioritizing high-quality hygiene products, including facial tissues, to meet guest and patient expectations.

In addition, the growing prevalence of allergies and respiratory conditions has driven demand for soft and hypoallergenic tissues. Continuous innovation by leading manufacturers in the facial tissue industry further supports its upward trajectory.

Facial tissues are absorbent paper typically designed for personal hygiene. They are often used to remove makeup or blow the nose. These tissues are commonly made from recycled or virgin paper pulp and are popular for their soft and gentle texture, making them ideal choices for sensitive skin.

The proliferation of urban development and the influence of Western lifestyle habits in developing regions have also propelled demand. Furthermore, the rising trend of biodegradable and eco-friendly tissue products boosts market growth. In addition, the high demand for aromatic and premium tissues opens avenues for market expansion. For instance, Bamboo Tissues are soft and gentle bamboo facial tissues that offer an eco-friendly solution for personal hygiene. Made from 100% FSC-certified bamboo, they are hypoallergenic and fragrance-free. Each order includes 24 plastic-free packaging boxes containing 90 sheets of 3-ply tissues.

Consumers are more inclined to use facial tissues to maintain cleanliness and prevent the spread of germs. Rising disposable income, particularly in developing countries, allows consumers to spend more on premium and high-quality facial tissues. Moreover, expanding e-commerce platforms have made it easier for consumers to access various facial tissue products, increasing sales. In addition, manufacturers' effective marketing strategies and attractive packaging have enhanced product visibility and consumer appeal, further fueling market demand.

Consumer Survey & Insights

A study by GreenPrint reveals that 64% of Americans are willing to pay more for sustainable products, yet 74% struggle to identify them. 78% are more inclined to purchase products clearly labeled as environmentally friendly. However, 53% are skeptical of companies' environmental claims, with 45% requiring third-party validation for trust. According to Pete Davis, CEO and Co-Founder of GreenPrint, businesses should build trust through third-party validation and tangible benchmarks like carbon offsetting. Companies demonstrating genuine environmental commitments will gain consumer trust and loyalty, ultimately positioning themselves for future success.

A significant generational divide exists in sustainability preferences, with 63% of Gen Z, 64% of Gen X, and 57% of Boomers willing to pay more for eco-friendly products, compared to just 5% of Millennials. Approximately 77% of Americans are concerned about environmental impacts. Most notably, 76% would switch to packaged goods brands offsetting carbon emissions. In sector comparisons, food and groceries lead at 78%, with tech following at 74%. However, gas stations and convenience stores lag at 51% and 54% respectively. In addition, 56% of Americans would use a credit card that offsets product footprints, with Millennials and Gen Z showing the highest willingness at 71% and 66%.

A survey by SK Group, conducted in May among 1,500 U.S. adults, reveals that less than two in five (38%) Americans are confident they are recycling correctly at home. Three-quarters (72%) of respondents prefer products with easily recyclable or reusable packaging. Among younger generations, 74% of individuals aged 18-34 prioritize eco-friendly products. Furthermore, 90% of respondents across all generations believe that school-aged children should be educated on responsible recycling practices. This data underscores the importance of clear labeling and education to enhance recycling efforts and promote sustainable packaging choices.

Type Insights

Regular facial tissues held a revenue share of over 73% in 2024, driven by their widespread use of affordability, personal hygiene, and convenience. The growing consumer awareness of hygiene and health and the regular need for facial tissues for day-to-day activities such as grooming and cleaning further contribute to this segment's growth. Furthermore, the high availability of regular facial tissues in several retail channels, such as supermarkets, local stores, and online platforms, also played a crucial role in boosting their sales.

Demand for infused facial tissues is projected to grow at a CAGR of 5.2% from 2025 to 2030. This growth is attributed to the increasing consumer preference for enhanced comfort and added benefits such as moisturizing, soothing, and antibacterial properties. The rising awareness of personal hygiene and the desire for convenient, multifunctional products further drive the market for infused facial tissues. Manufacturers also focus on innovative formulations and appealing packaging to attract consumers, contributing to the projected growth.

Packaging Insights

Box facial tissues accounted for a revenue share of over 59% in 2024, driven by its compact and accessible design, which makes it a popular choice for consumers who prioritize ease of use and portability. In addition, the availability of different packaging sizes and decorative designs has enhanced their appeal, contributing to this significant market share. The growing awareness of hygiene and the need for readily accessible tissue solutions further supported the dominance of box facial tissues in the market. For instance, Kleenex Facial Tissues, the world's leading brand, offers unmatched performance with 2-ply, absorbent, soft, and strong tissues. Each box contains 100 tissues, with 36 boxes per case. These FSC-certified tissues are trusted for their ultra-soft feel, making them ideal for businesses and healthcare settings.

Demand for packet facial tissues is anticipated to grow at a CAGR of 5.3% from 2025 to 2030. The segment growth is attributed to the rising consumer preference for convenient, portable tissue options. Packet facial tissues are ideal among travelers, office-goers, on-to-go-use, and individuals who prefer hygiene and cleanliness. Furthermore, the rise in outdoor activities and the growing awareness of personal hygiene further support the demand for these compact and accessible tissue products. In addition, key players' enhanced packaging design and rapid innovation further contribute to the segment growth.

Ply Count Insights

1-ply count accounted for a revenue share of over 39% in 2024 owing to their cost-effectiveness, making them an economical choice for consumers and businesses. 1-ply tissues are commonly used in public areas such as offices and restrooms, where the emphasis is on affordability and practicality. Furthermore, the ability to offer hygiene at a lower cost and ease of mass production contribute to the segment's growth. For instance, the Origami 1 Ply Facial Tissue Box (Pack of 48, 100 pulls per box) features extra soft and thicker tissues made from a special blend of fibers. Ideal for personal care, these tissues are hypoallergenic and free of inks, dyes, harsh chemicals, and chlorine brightening agents, ensuring gentle use on moist skin.

Demand for 3-ply and multi-ply is anticipated to grow at a CAGR of 4.6% from 2025 to 2030. This anticipated growth is driven by consumers' increasing preference for enhanced comfort, durability, and superior absorbency offered by multi-layered tissues. The heightened awareness of hygiene and the trend towards premium and luxury tissue products also contribute to the rising demand. Furthermore, the innovation in tissue manufacturing, focusing on softness, strength, and added features such as lotions or antibacterial properties, plays a crucial role in fueling market growth.

Distribution Channel Insights

In 2024, sales from supermarkets and hypermarkets accounted for over 35% of the market, largely due to the convenience and accessibility these retail channels provide. These stores offer a wide selection of facial tissue brands and options, enabling consumers to compare and choose the products that best meet their needs. In addition, promotional activities and bulk purchase options in these stores further enhance sales. The strategic placement of facial tissue products in high-traffic areas within these retail outlets also contributes significantly to their market share.

Sales of facial tissues online are expected to grow at a CAGR of 6.0% from 2025 to 2030. This growth is driven by an increasing preference for convenient shopping experiences, the widespread availability of various brands and products online, and the expanding reach of e-commerce platforms. Enhanced online marketing strategies, along with the availability of subscription services and special online offers, will also contribute to the projected increase in online sales. For instance, in January 2025, a three-pack of 120 Kleenex 3-Ply Facial Tissues with Lotion was priced at USD 4.50, down from the regular price of USD 6.00. In addition, the COVID-19 pandemic has accelerated the shift towards online shopping, further boosting the demand for facial tissues through digital channels.

Regional Insights

The facial tissues industry in North America accounted for 30.4% of the global market revenue in 2024. This large share is attributed to the high consumer awareness regarding personal hygiene. Numerous facial tissue products are widely available in this region, and established brands are strong in this region. Furthermore, the growing demand for innovative and eco-friendly tissues has further bolstered the market in North America.

In March 2024, Kruger Products Inc., partially owned by KP Tissue Inc., announced a production increase for Scotties facial tissues at its Richelieu Plant, Gatineau, Québec. With a USD 14.5 million investment, the new converting line boosts production by 25%, creating 16 jobs. Another project phase at Laurier Plant will repulp tissue residues for value-added projects by June 2025. The ESSOR program supported the project with a USD 7.27 million loan. These expansions will enhance capacity by 2.2 million cases annually, meeting growing North American demand.

U.S. Facial Tissues Market Trends

The facial tissue industry in the U.S. is expected to grow significantly from 2025 to 2030. This growth is driven by increasing consumer hygiene awareness, rising disposable incomes, and a preference for premium and innovative tissue products. In addition, the expansion of e-commerce platforms and the trend toward eco-friendly and sustainable options are expected to contribute to the market's expansion during this period.

In June 2024, Clearwater Paper Corporation announced an investment of USD 23 million in a new state-of-the-art facial tissue converting line at its Shelby, North Carolina facility. The 400-acre Shelby Mill produces high-quality private-branded paper towels, bathroom tissue napkins, and facial tissue. Michael Urlick, Senior Vice President of Consumer Products, cited the facility's proximity to customers, skilled workforce, and strong local partnerships as key factors. This investment aims to meet growing customer demand and enhance service quality.

Europe Facial Tissues Market Trends

The facial tissue industry in Europe accounted for about 27% of the global market in 2024. Europe's strong focus on sustainability and eco-friendly products boosts the market for facial tissues made from recycled or responsibly sourced materials. The increasing consumer demand for premium, soft, and hypoallergenic tissue products reflects the emphasis on quality and comfort. The diverse retail landscape, including well-established supermarkets, hypermarkets, and expanding e-commerce platforms, facilitates easy access to a wide range of tissue products, further driving market growth in the region.

Asia Pacific Facial Tissues Market Trends

The facial tissue industry in Asia Pacific is set to grow at a CAGR of 5.6% from 2025 to 2030. This anticipated growth is attributed to increasing urbanization, rising disposable incomes, and a growing awareness of personal hygiene among consumers. The expanding middle-class population and the increasing demand for premium and innovative tissue products further drive the market. The presence of leading manufacturers, huge production, and the expanding availability of facial tissues through various retail channels, including e-commerce platforms, also contribute to the market's growth in the region. For instance, in January 2024, Yuen Foong Yu Consumer Products Co. successfully commenced operations of the Andritz PrimeLineCOMPACT tissue production line at its Chingshui mill. The machine, with a width of 3.65 m and a speed of 1,650 m/min, enhances the quantity and quality of household paper production, aligning with the company's vision for high-quality, sustainable, low-emissions production. Key features include the PrimeFlow 2-layer headbox, PrimePress XT Evo shoe press, and PrimeDry Steel Yankee. Andritz also supplied the stock preparation system and control elements.

Key Facial Tissues Company Insights

The market is fragmented primarily due to the presence of several globally recognized players as well as regional players. Some key companies in this market are KCWW, Procter & Gamble, Georgia-Pacific, Essity Aktiebolag, Hearttex, Cottonsoft, and others.

• WEPA Hygieneprodukte GmbH is a prominent player in the facial tissue industry. WEPA is known for its high-quality, eco-friendly tissue products. The company focuses on sustainability and innovation, offering a range of facial tissues made from recycled materials. Despite facing challenges such as rising raw material prices, WEPA continues to invest in expanding its production capabilities in the UK and Poland. Their commitment to sustainability and quality has positioned them as a key competitor in the global facial tissue market.

• Irving Consumer Products Limited is another significant name in the facial tissue market. Headquartered in Canada, Irving Tissue, a division of Irving Consumer Products, produces a variety of tissue products, including facial tissues, bath tissue, and paper towels. Irving Tissue is known for its premium quality and eco-friendly solutions. The company has a strong presence in North America and continues to grow by investing in state-of-the-art facilities and focusing on sustainable practices. Their brands, such as Scotties, are well-recognized and trusted by consumers for their quality and reliability.

Recent Developments

• In October 2024, Kleenex celebrated its 100th anniversary and unveiled a new global identity designed by Turner Duckworth in collaboration with parent company Kimberly-Clark. This redesign aimed to unify the brand across markets and highlight its role in "unexpected moments." The new identity features a crown-shaped icon framing the classic Kleenex script, symbolizing its key status and commitment to quality. The updated look emphasizes consistency, legibility, and the brand's heritage while reinforcing its leadership in the facial tissue category.

• In October 2024, KP Tissue Inc. and Kruger Products Inc., Canada's leading tissue manufacturer, announced the completion of a $377.5 million expansion at the Sherbrooke site. The project included the construction of a new plant and the successful commissioning of a double-width light dry crepe (LDC) tissue machine with a 60,000 metric ton capacity. Additionally, a facial tissue line commenced operations in February 2024, followed by a bathroom tissue line at the existing Sherbrooke TAD facility in February 2023.

Facial Tissues Market Report Scope

Global Facial Tissues Market Report Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global facial tissues market report based on type, packaging, ply count, distribution channel, and region:

• Type Outlook (Revenue, USD Million, 2018 - 2030)

  • Regular

  • Infused

• Packaging Outlook (Revenue, USD Million, 2018 - 2030)

  • Box

  • Packet

• Ply-Count Outlook (Revenue, USD Million, 2018 - 2030)

  • 1-Ply

  • 2-Ply

  • 3-Ply and Multi-Ply

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Pharmacies and Drug Stores

  • E-commerce

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • Japan

    • China

    • India

    • South Korea

    • Australia & New Zealand

  • Latin America

    • Brazil

    • Argentina

  • Middle East and Africa (MEA)

    • South Africa

    • UAE