Facial tissues are disposable papers or nonwoven fabrics used for wiping or blowing nasal discharges and for drying tears from the eyes. They are a necessity for personal hygiene and health promotion. The rapid growth of the personal hygiene industry has increased the awareness and demand for facial tissues globally. Facial tissues are convenient to carry, affordable, and efficient in absorbing fluids from the nasal passages and eyes. Their usage helps prevent the spread of infectious diseases.
The global Facial Tissue Market is estimated to be valued at US$ 13.41 Bn in 2023 and is expected to exhibit a CAGR of 12 % over the forecast period 2023 to 2030, as highlighted in a new report published by Coherent Market Insights.
Market key trends:
One of the key trends in the facial tissue market is the increasing demand for multi-ply tissues. Multi-ply tissues are made up of more than one layer of material like paper or nonwoven fabric. They are strong, durable, and highly absorbent. Their thickness makes them suitable for harsh sneezing and blowing. Leading manufacturers are focusing on developing 2-ply, 3-ply, and even 4-ply variants to cater to consumers looking for extra strength and absorption. The high demand for multi-ply tissues has encouraged companies to invest in expanding their production capacities.
Porter's Analysis
Threat of new entrants: Low capital requirements and available distribution channels enable new companies to enter the facial tissue market easily. However, established brands have strong brand loyalty and economies of scale which act as a barrier.
Bargaining power of buyers: Buyers have moderate bargaining power due to availability of substitutes and undifferentiated products. Buyers can negotiate on pricing and promotions.
Bargaining power of suppliers: Suppliers have low bargaining power due to availability of alternative raw material suppliers and suppliers do not contribute much to brand differentiation.
Threat of new substitutes: Substitute products like handkerchiefs, toilet rolls and wet wipes pose low to moderate threat. Each product has a different use case.
Competitive rivalry: The market is dominated by top players. Intense competition exists based on pricing, promotion, product quality and innovations.
Key Takeaways
The Global Facial Tissue Market Size is expected to witness high growth over the forecast period of 2023 to 2030. Regional analysis:North America dominates the market currently due to high consumption followed by Europe and Asia Pacific. The APAC region is expected to witness fastest growth due to rising income levels, growing awareness about personal hygiene products.
Key players operating in the facial tissue market are Salesforce.com, Inc., Microsoft Corporation, ADOBE INC., SAP SE, Oracle Corporation, SugarCRM Inc., Zoho Corporation Pvt. Ltd, Copper CRM, Inc., Insightly Inc. Facial tissues are used for cleaning nose and wiping away tears after sneezing or during crying. Facial tissues are available in different formats like box tissues, pocket packs etc. Branded companies focus on innovations, offers bigger sized boxes and premiumization through various campaigns to increase sales.
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