Facial Tissue Paper Market Future Growth Analysis, Business Demand and Opportunities to 2027 | Procter & Gamble, Kimberly-Clark Corporation

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An incessant growth in hospitality and tourism along with rising awareness about health and hygiene has worked in tandem with expansion of tissue paper industry. In recent times, a typical trend towards higher quality products and level of disposable income remained strong indicators of the consumer behavior. The tissue paper market nears saturation in developed economies, and with expanding number of discounters and online retailers, manufacturers struggle to drive the prices upward. Manufacturers further remain challenged to tap into full potential in price-sensitive economies, thereby compelling to adopt innovations as a key developmental strategy. Moreover, offering value-added products at affordable prices will remain a key to differentiate products in developed markets, and drive sales opportunities in developing markets.

Tissue papers in developing economies have long been considered more a luxury item than a commodity. However, growing adoption of western consumer behavior along with stable economic conditions in these nations has provided the potential for manufactures to gain distinct revenue share by bringing brands into these markets. In the view of newer trends, ‘sustainability’ is likely to become the greatest risk to tissue paper manufacturers. Although tissue paper comes from renewable and natural source, poor fiber sourcing and lack of tissue product recycling could possibly represent as a threat to the steady growth of tissue product adoption.

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An Incisive, In-depth Analysis on the Facial Tissue Paper Market 

This study offers a comprehensive, 360 degree analysis on the Facial Tissue Paper market, bringing to fore insights that can help stakeholders identify the opportunities as well as challenges. It tracks the global Facial Tissue Paper market across key regions, and offers in-depth commentary and accurate quantitative insights. The study also includes incisive competitive landscape analysis, and provides key recommendations to market players on winning imperatives and successful strategies.

From an estimated market size of nearly US$ 3 Bn in 2019, the facial tissue paper market value is expected to grow at a CAGR of 3% through 2027.

In the US, tissue paper was first commercialized 150 years ago as toilet paper. The usage of tissue paper gradually gained ground among the US consumers. The increasing usage of tissue and improving lifestyle has resulted in the introduction of new and innovative products, one of which is facial tissue paper.

Kimberly Clark first introduced tissues under the brand name Kleenex. Kimberley Clark aimed at replacing cloth towels with facial tissue papers. Since the innovation came into the limelight, several companies started producing facial tissue paper as a part of their product portfolio. Increasing disposable income and the improving lifestyle of people are considered among the primary drives of the facial tissue paper market.

Another factor that is propelling the market among customers is hygiene. Increase in the number of diseases, such as allergies, colds, and coughs, are critical concerns for companies, which has led to the introduction of anti-viral facial tissue papers. The presence of a large number of participants in the fragmented market landscape is posing challenges for the manufacturers of facial tissue paper. Moreover, the supply-side participants are trying to come up with innovative solutions every day, which makes the market even more competitive. Kimberley Clark and Procter & Gamble are among the leaders in facial tissue paper market.

There are three key types of facial tissue papers: regular facial tissue papers, anti- viral facial tissue papers, and recyclable facial tissue papers. Regular facial tissue papers are the most commonly used tissues and are available in soft and ultra-soft variants. These tissue papers are widely used in living rooms, bathrooms, kitchens, and offices. Regular facial tissue papers are priced up to US$16, depending on the pack size. All the aforementioned types are available within different price ranges, including low, medium, and high. The primary difference between the price point varies according to the size of the pack. Anti-viral facial tissue papers are mostly seasonal, and witness high demand during seasons that cause colds, coughs, and flu. However, they are available in the market throughout the year.

Global Facial Tissue Paper Market Dynamics: Improving disposable income, inclination towards better lifestyle and hygiene are among the factors boosting the market growth

In 2017, certain economies, such as those in Europe have witnessed a slowdown in the disposable income or annual growth rate. However, in the recent times, these economies are showing signs of recovery in terms of the annual growth rate. The improving growth curve and demand for healthy lifestyle is driving the facial tissue paper market. In most of the developed countries, tissues are considered to be among the daily lifestyle products of the population as they support the need for hygiene. In recent decades, people have become more health-conscious and are opting for a healthier lifestyle, which is increasingly supported by the rising level of income. Low price and easy availability are the driving forces behind the increased sale of facial tissue papers.

Expansion of industries such as food & beverages, hospitality & tourism, and transport & traveling among others has been favouring the growth of facial tissue paper sales. Facial tissue paper is extensively used in hotels, restaurants, airlines, movie theatres, and public events. Increasing usage of eco-friendly facial tissue paper is on the rise, which is resulting in the higher sales of recyclable facial tissue paper, especially in developed countries. This increase in demand can be attributed to environmentally-friendly initiatives trending worldwide.

Facial tissue paper market is primarily segmented into product type, packaging type, use case, and sales channel

Based on the types of facial tissue papers, the market is segmented into regular, anti-viral and recyclable facial tissue papers. Each type of facial tissue paper serves a specific purpose and caters to different categories of consumers.

The facial tissue papers market is further segmented by packaging type. Facial tissue papers are available in two different types of packaging: box and pocket. Box packaged facial tissue papers have greater visibility and availability, and have an advantage in terms of price and the number of tissues. These are used in the residential as well as commercial segments.

Although considerable sales of facial tissue paper accounted by hypermarkets and supermarkets, growth of E-commerce industry is also promising high availability of diverse product ranges in the facial tissue paper category.

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Facial Tissue Paper Market Competitive Landscape

The global facial tissue paper market report covers detailed company profiles of the leading market players and offers an unbiased evaluation of their developmental strategies. Some of the key players that have been profiled in the study include Procter & Gamble, Kimberly-Clark Corporation, Asia Pulp & Paper, Svenska Cellulosa Aktiebolaget SCA, Vinda International Holdings Limited, Fujian Hengan Group Ltd, Hengan International, Sofidel Group, C&S Paper Co. Ltd, Wepa Group, Georgia-Pacific LLC, CMPCTissue, Metsa Tissue, Cascades Inc., and Kruger Products L.P.

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