Global Facial Tissue Market size was valued at USD 13.2 Billion in 2023 and is expected to reach USD 27.8 Billion by 2032, at a CAGR of 7.72% during the forecast period 2023 – 2032.

Facial Tissue Market: Overview

One of the key drivers propelling this growth is the increasing awareness of hygiene and health concerns, particularly in light of the COVID-19 pandemic. Consumers are becoming more conscious of personal hygiene practices, leading to a surge in demand for facial tissues as a convenient and hygienic alternative to traditional handkerchiefs or towels.

This heightened awareness, endorsed by organizations like the World Health Organization (WHO), has spurred the adoption of facial tissues across households, workplaces, and public spaces worldwide.

Furthermore, rapid urbanization and changing lifestyle patterns, particularly in emerging economies, are fueling the expansion of the global facial tissue market. Urban populations tend to lead busier lifestyles and possess higher disposable incomes, driving the demand for convenient hygiene products such as facial tissues.

Moreover, the emphasis on cleanliness and sanitation associated with urbanization further boosts the market growth. With the global urban population expected to reach 68% by 2050, there is a substantial opportunity for facial tissue manufacturers to cater to urban consumers’ needs.

However, the market also faces notable restraints, primarily concerning environmental sustainability. The production of facial tissues, predominantly from virgin wood pulp, contributes to deforestation, habitat loss, carbon emissions, and water consumption.

As environmental consciousness rises among consumers, there is a growing demand for eco-friendly alternatives such as recycled paper and biodegradable materials. This shift towards sustainability presents a challenge for manufacturers to innovate and develop greener products while maintaining affordability and performance.

Additionally, the facial tissue market encounters competition from substitutes and alternatives, including handkerchiefs, napkins, cloth towels, and electronic hand dryers. Traditional alternatives remain popular in many regions, especially in developing economies, due to their affordability and reusability.

The rising popularity of electronic hand dryers further threatens facial tissue demand, particularly in commercial settings. To remain competitive, facial tissue manufacturers must emphasize the advantages of convenience, hygiene, and disposability while addressing cost concerns.

Consumers are increasingly seeking sustainable options to reduce their ecological footprint, thereby creating a demand for eco-friendly facial tissue products.

Moreover, governments and regulatory bodies worldwide are implementing stringent regulations and promoting initiatives to encourage the use of sustainable products. This regulatory push fosters innovation and development in the facial tissue market, creating opportunities for manufacturers to meet evolving consumer preferences.

The global facial tissue market is segmented by product type, packaging type, application, distribution channel, and region.

Among product types, regular facial tissues hold the highest market share, catering to a broad consumer base, while hypoallergenic facial tissues witness rapid growth due to increasing concerns for skin sensitivity and allergies. In terms of packaging type, box packs dominate the market, preferred for home use, while pocket packs gain traction for on-the-go lifestyles.

Home use constitutes the largest application segment, followed by commercial use and travel packs, reflecting the diverse usage scenarios of facial tissues.

Regionally, North America leads the market in 2022, driven by high disposable incomes and awareness regarding hygiene standards.

However, the Asia Pacific emerges as the fastest-growing market globally, fueled by factors such as a large and growing population, rising disposable incomes, growing urbanization, and emphasis on personal hygiene. Other regions, including Europe, the Middle East & Africa, and Latin America, also exhibit steady growth, albeit at varying rates influenced by factors like economic development, regulatory environment, and consumer preferences.

Report Scope

Feature of the Report Details
Market Size in 2023 USD 13.2 Billion
Projected Market Size in 2032 USD 27.8 Billion
Market Size in 2022 USD 12.3 Billion
CAGR Growth Rate 7.72% CAGR
Base Year 2023
Forecast Period 2024-2033
Key Segment By Product Type, Packaging Type, Application, Distribution Channel, and Region
Report Coverage Revenue Estimation and Forecast, Company Profile, Competitive Landscape, Growth Factors and Recent Trends
Regional Scope North America, Europe, Asia Pacific, Middle East & Africa, and South & Central America
Buying Options Request tailored purchasing options to fulfil your requirements for research.

CMI has comprehensively analyzed Facial Tissue market. The driving forces, restraints, challenges, opportunities, and key trends have been explained in depth to depict in depth scenario of the market. Segment wise market size and market share during the forecast period are duly addressed to portray the probable picture of this Facial Tissue industry.

The competitive landscape includes key innovators, after market service providers, market giants as well as niche players which were studied and analyzed extensively concerning their strengths, weaknesses as well as value addition prospects. In addition, the Report covers key players profiling, market shares, mergers and acquisitions, consequent market fragmentation, new trends and dynamics in partnerships, and emerging business models.

Global Facial Tissue Market 2023–2032 (By Billion)

List of the prominent players in the Facial Tissue Market:

  • APP (Sinar Mas Group)
  • Asia Pulp & Paper
  • Beco
  • C&S Paper Co. Ltd
  • Cascades Inc.
  • Clearwater Paper
  • CMPC Tissue
  • Empresas CMPC
  • First Quality
  • Georgia Pacific
  • Hengan International
  • Kimberly-Clark Corporation
  • Koch Industries
  • KP Tissue
  • Kruger Products L.P
  • Metsa Tissue
  • Procter & Gamble
  • SCA
  • Sofidel Group
  • Svenska Cellulosa Aktiebolaget SCA
  • Unicharm
  • Vinda
  • WEPA Group
  • Others

The Facial Tissue Market is segmented as follows:

By Product Type

  • Regular Facial Tissues
  • Moist Facial Tissues
  • Scented Facial Tissues
  • Hypoallergenic Facial Tissues
  • Recycled Facial Tissues

By Packaging Type

  • Box pack
  • Pocket pack

By Application

  • Home Use
  • Commercial Use (e.g., in hotels, restaurants, offices)
  • Travel Packs

By Distribution Channel

  • Supermarkets/Hypermarkets
  • Convenience Stores
  • Online Retail
  • Drug Stores/Pharmacies
  • Specialty Stores
  • Others (including direct sales and institutional suppliers)

Regional Coverage:

North America

  • U.S.
  • Canada
  • Mexico
  • Rest of North America


  • Germany
  • France
  • U.K.
  • Russia
  • Italy
  • Spain
  • Netherlands
  • Rest of Europe

Asia Pacific

  • China
  • Japan
  • India
  • New Zealand
  • Australia
  • South Korea
  • Taiwan
  • Rest of Asia Pacific

The Middle East & Africa

  • Saudi Arabia
  • UAE
  • Egypt
  • Kuwait
  • South Africa
  • Rest of the Middle East & Africa

Latin America

  • Brazil
  • Argentina
  • Rest of Latin America