Facial Tissues Market Expands Amid Growing Focus on Personal Hygiene and Convenience

The global facial tissues market is witnessing robust growth, projected to reach USD 8.04 billion by 2024. Driven by a Compound Annual Growth Rate (CAGR) of 4.4% from 2025 to 2030, this growth reflects increasing consumer focus on personal hygiene, especially in the wake of the global pandemic. The shift toward health-conscious lifestyles has spurred demand for disposable hygiene solutions, making facial tissues an integral part of everyday personal care routines.

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Distribution Channel Insights

Supermarkets and hypermarkets remained dominant in 2024, contributing over 35% of total sales. Their convenient locations, bulk-buy options, and brand variety make them preferred destinations for facial tissue purchases. In-store promotions and product placement strategies enhance visibility and customer acquisition.

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E-commerce is poised for the fastest growth, with an expected CAGR of 6.0% from 2025 to 2030. Online retail platforms offer unmatched accessibility, often bundled with subscription services and digital discounts. For instance, a major January 2025 promotion on Kleenex 3-ply tissues reflected shifting preferences toward digital-first purchasing, particularly since the pandemic. 

Ply Count Insights

1-ply facial tissues accounted for over 39% of revenue in 2024, largely due to their affordability and suitability for bulk-use environments like offices and public restrooms. These economical options strike a balance between cost-efficiency and hygiene, making them popular among value-conscious buyers.

On the premium end, 3-ply and multi-ply tissues are gaining popularity, expected to grow at a CAGR of 4.6% through 2030. These thicker products provide greater absorbency and comfort, appealing to consumers seeking luxury and performance. Advanced features such as lotion infusion and antibacterial layers are further driving this segment.

Packaging Insights

Boxed facial tissues led the market with a 59% share in 2024, thanks to their practicality and aesthetically pleasing designs. Decorative packaging and varied box sizes enhance appeal, especially in high-traffic settings such as offices and healthcare facilities. Brands like Kleenex continue to set industry standards with FSC-certified, ultra-soft, 2-ply offerings that combine comfort with sustainability.

Packet tissues are also seeing increased adoption, particularly among on-the-go consumers. Compact, portable formats are well-suited for active lifestyles, outdoor events, and travel. Innovations in pocket-sized packaging and material improvements are further accelerating demand in this segment.

Type Insights

Standard facial tissues continued to dominate the market in 2024, accounting for over 73% of global revenue. Their widespread availability and affordability make them indispensable for everyday use. Consumers turn to these products for convenience, personal hygiene, and multi-purpose cleaning, boosting their demand across supermarkets, convenience stores, and digital platforms.