Facial Tissues Market Size, Share, and Analysis, By Type (Single Layered and Multi-layered), By End-user (At-home and Away-from-home (Hospitals, Restaurants, Offices, and Others)), By Distribution Channel (Supermarkets & Hypermarkets, Convenience Stores, Online Stores, and Others), and Regional Forecast, 2024-2032

Increasing awareness and necessities regarding cleanliness and personal hygiene among people mainly surge the demand for facial tissue paper products. In addition, rising consumer demand for facial hygiene products for treating colds & coughs is further accelerating the market growth.

• For instance, Essity AB, a hygiene products maker, reported an increase in its consumer tissue products business segment from USD 5,339.73 million in 2019 to USD 6,122.44 million in 2020.

Shifting consumer preference toward facial tissues made of eco-friendly materials such as wood fiber, recycled paper, and others is pushing Essity AB, Kimberly Clark Corporation, and other key players toward developing such products. This aspect is likely to offer newer market growth opportunities.

• In December 2020, Origami Tissues, a tissue products brand, launched 'Good Karma,' a 100% recyclable and unbleachable paper tissue range in India. The range consists of products such as toilet rolls, kitchen towels, face tissues, and napkins.


• According to the data presented by the American Forest and Paper Association (AF&PA), in 2020, 88% of the U.S.-based paper products mills produced tissue papers based on recycled materials obtained from the used tissue products.   

Moreover, key manufacturers' emphasis on launching hygiene tissue papers-related promotional campaigns and advertisements further drives the products' global consumption rate.

• In 2021, Scotties, an Irving Consumer Products Limited-owned facial tissue brand, launched 'Unleash the Scotties,' a promotional campaign to influence people toward its products.

Nowadays, governments in many countries globally introduce hygiene-related campaigns to spread the importance of personal hygiene among people. These governmental efforts will likely support the product demand globally.

• For instance, in September 2020, the Government of the U.K. launched ‘Hands.Face.Space', a personal hygiene-related promotional campaign to mitigate the spread of viral diseases. The introduction of such campaigns will likely increase the demand for facial tissues, hand sanitizers, and other hand hygiene products in the U.K.

Impact of COVID-19 on the Facial Tissues Market

Nowadays, people use antiviral property-based facial tissues to cleanse their hands & facial skin surfaces and avoid coronavirus infection. In addition, they prefer stockpiling personal care products to avoid shortages during COVID-19 related lockdown restrictions. These aspects result in a significant increase in consumer demand for facial tissue products amid the COVID-19 pandemic.

• For instance, in 2020, Kimberly Clark Corp. reported 17% jump in its North American consumer tissue business revenues due to the increased U.S. and Canadian consumer demand for facial tissues in the region.

However, the closure of departmental stores and supermarkets due to COVID-19-related lockdown restrictions in many countries impacted the product demand globally.

Key Insights

The report will cover the following key insights:

• Paper and paperboard consumption by region for the facial tissues market


• Europe paper and paperboard production by country for the facial tissues market


• Overview of the tissue paper products industry


• Supply chain and regulatory landscape


• Impact of COVID-19 on the facial tissues market


• Key industry developments (merger & acquisition, product innovation, and partnership & expansion)

Analysis by Type

The multi-layered segment is expected to hold a leading market share as these products consist of hygiene-benefitting binder materials and chemical softening compositions over their counterparts. In addition, the reusability and higher prices of multi-layered facial tissues are further likely to support the segmental revenues.

Analysis by End-user

The away-from-home segment is anticipated to lead the global market as the major hotels & resorts offer hygiene products to their hospitality clients. In addition, growing commercial infrastructural settings related to restaurants, hospitals, and shopping malls are further likely to support the product consumption rate of the away-from-home segment.

The away-from-home segment is further sub-segmented into hospitals, restaurants, offices, and others. The others sub-segment under the away-from-home segment holds a major market share due to the significant demand for tissue paper products among schools, shopping malls & complexes, salon & spa clinics, and others for maintaining hygiene practices in these commercial settings.

Analysis by Distribution Channel

The supermarkets & hypermarkets segment is anticipated to lead the global market due to easy accessibility to a wide variety of personal care and hygiene products such as kitchen & dining cleaning napkins & wipes, toilet tissues, facial papers, and paper products at these stores. Furthermore, the continual provision of discounted consumer products by such stores is likely to support the product demand in such a segment.

Regional Analysis

The Asia Pacific region is expected to dominate the global facial tissues market due to large production facilities for paper products in China, Japan, and Southeast Asia, thereby supporting the product consumption rate in the region.

• Total tissue paper production capacities of the leading Asia market players in 2019 (China National Household Paper Industry Association)
  
  
  
  • Hengan International Group Company Limited – 1.45 million tones
  
  
  • Vinda Group – 1.25 million tones
  
  
  • C&S Group – 0.76 million tones
  
  
  • Lee & Man Group – 0.96 million tones
  
  
  
  

Furthermore, the growing awareness regarding the availability of a variety of personal hygiene products among Indian and Vietnamese consumers is further likely to support the market growth. In addition, the growing hospitality infrastructural settings are expected to increase the product consumption rate in the region.

• For instance, in January 2021, Minor International partnered with Funyard Hotels & Resorts to expand its hoteling business in China.

Key Players Covered

The report includes key players such as WEPA Group, Kruger Inc., the Procter & Gamble Company, Cascades, Sofidel, Kimberly-Clark Corporation, Sinar Mas, Unicharm Corporation, Essity AB, Metsä Group, and others.

Segmentation

Key Industry Developments

• In February 2022, Kruger Inc. introduced 'Bonterra’, a line of facial tissue products in Canada. The line comprises plastic-free packaging-based paper towels, facial tissues, and at-home bath tissues.


• In September 2019, Cascades, a leader in tissue paper products manufacturing, acquired the assets of Orchid Paper Products to strengthen its operational efficiency and geographic coverage in the facial tissue products industry.