Facial tissues, also known as paper handkerchiefs, are non-woven sheet used for absorbing discharges from the nose during the process of sneezing and blowing. They are used as disposable cleaning items and possess properties such as high wet strength, softness, and absorbency. Facial tissues find widespread application in households for drying tears, removing makeup, cleaning smudges, blowing nose, and other similar purposes. The growing focus on hygiene and cleanliness among individuals has propelled the demand for facial tissues in recent years. Facial tissues provide a more hygienic solution for nose clearance as compared to reusing handkerchiefs and towels. The easy accessibility and affordability of facial tissues have further popularized their usage.

The global Facial Tissue Market is estimated to be valued at US$ 1 Billion in 2024 and is expected to exhibit a CAGR Of 8.7% over the forecast period 2024 To 2031, as highlighted in a new report published by Coherent Market Insights.

Market key trends:

One of the key trends witnessed in the facial tissue market is the rising customer inclination toward sustainable and eco-friendly facial tissues. Major manufacturers are focusing on developing biodegradable facial tissues using plant-based fibers and renewable resources. For instance, prominent players such as Kimberly-Clark and Asian Pulp & Paper Group introduced new facial tissue brands made from treeless pulp fibers and sustainably sourced virgin wood fibers. Another notable trend observed is the launch of premium facial tissues by key companies. Premium tissues are thicker, softer, and stronger as compared to regular tissues. They also use lotion-infused formulations. The premium variety aims to provide an enhanced experience to customers willing to pay extra for luxury facial care.

Porter’s Analysis

Threat of new entrants: The facial tissue market has moderate threat of new entrants due to high initial capital requirement for infrastructure and R&D activities. However, new companies can enter through strategic partnerships or by introducing innovative products at lower costs.

Bargaining power of buyers: Buyers have moderate bargaining power due to availability of substitutes. However, branded facial tissues are preferred over unbranded due to quality and comfort.

Bargaining power of suppliers: Suppliers have moderate bargaining power due to availability of raw material substitutes and large number of suppliers in the market.

Threat of new substitutes: Substitutes have low threat as facial tissues have user preference over substitutes like towels and napkins. However, e-commerce specific wet wipes pose low threat.

Competitive rivalry: The market is highly competitive with companies competing on parameters like product quality, innovation, packaging and pricing.

Key Takeaways

The Global Facial Tissue Market Demand is expected to witness high growth.

Regional analysis:

The facial tissue market in Asia Pacific region is expected to witness the fastest growth owing to increasing awareness about hygiene and changing lifestyle in developing countries. North America currently dominates the global market due to strong demand for premium hygiene products.

Key players operating in the facial tissue market are Kimberly-Clark, Procter & Gamble, SCA, Asia Pulp & Paper, Hengan International, Vinda International, C&S Paper, Sofidel Group, Georgia-Pacific and WEPA Group. Kimberly-Clark and Procter & Gamble are the market leaders with wide product portfolio and strong brand presence across regions.

Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it