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Pocket Tissues market Analysis- Industry Size, Share, Research Report, Insights, Covid-19 Impact, Statistics, Trends, Growth and Forecast 2024-2032

Published Date: April, 2024
Base Year: 2023
Delivery Format: PDF+ Excel
Historical Year: 2017-2023
No of Pages: 263
Forecast Year: 2024-2032

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Market Overview

Pocket tissues are small, portable packs of disposable tissues that are widely used for personal hygiene purposes. They are convenient and handy, making them popular among consumers who are always on the go. Pocket tissues are compact in size, making them easy to carry in pockets, purses, or bags. They are primarily used for wiping hands, cleaning surfaces, and blowing noses.

The global pocket tissues market has witnessed significant growth in recent years, driven by the increasing focus on personal hygiene and the growing awareness of health and cleanliness. The market offers a wide range of pocket tissues, including single-use packs and multi-pack options, catering to the diverse needs and preferences of consumers.


Pocket tissues, also known as travel tissues or mini tissues, are compact-sized disposable tissues designed for easy portability. These tissues are typically made from soft and absorbent materials, such as paper or non-woven fabric, and are folded or stacked together to fit into small packs. The purpose of pocket tissues is to provide a convenient solution for maintaining personal hygiene, especially when access to regular tissue boxes or hand towels is limited.

Executive Summary

The pocket tissues market has witnessed substantial growth in recent years, driven by factors such as increasing consumer awareness of hygiene, rising disposable income, and the convenience offered by pocket-sized packs. The market is characterized by a wide range of product offerings, including different sizes, designs, and materials. Key players in the industry are focusing on product innovation and marketing strategies to maintain their competitive edge in the market.

Pocket Tissues Market

Key Market Insights

  1. Growing awareness of hygiene: The increasing emphasis on personal hygiene and cleanliness is a significant factor driving the demand for pocket tissues. Consumers are becoming more conscious of the importance of maintaining cleanliness, especially when outside the comfort of their homes.
  2. Convenience and portability: Pocket tissues offer the advantage of portability, making them ideal for individuals who are frequently on the move. The compact size of pocket tissues allows for easy carrying, enabling quick access to tissues whenever needed.
  3. Product innovation: Manufacturers are continuously introducing innovative features and designs to differentiate their products in the market. This includes scented tissues, tissues with moisturizers, and eco-friendly options, catering to the diverse preferences of consumers.
  4. Increasing disposable income: Rising disposable income levels among consumers, particularly in developing economies, have contributed to the growth of the pocket tissues market. As disposable incomes increase, consumers are willing to spend more on convenient and hygienic products.

Market Drivers

  1. Rising awareness of personal hygiene: The global COVID-19 pandemic has significantly increased awareness of personal hygiene practices, including the use of tissues for hand hygiene. This heightened awareness is expected to continue driving the demand for pocket tissues.
  2. Changing consumer lifestyle: Modern lifestyles often involve fast-paced routines and frequent travel, leading to a growing need for portable and convenient products. Pocket tissues provide a practical solution for individuals who are constantly on the move, contributing to market growth.
  3. Increasing urbanization: With the rise of urbanization and the shrinking size of living spaces, compact and space-saving products are gaining popularity. Pocket tissues fit well with the requirements of urban dwellers, as they can be easily stored in small apartments or carried in bags.
  4. Product versatility: Pocket tissues are not limited to personal hygiene use only. They are also used for various other purposes, such as cleaning glasses, wiping surfaces, and removing makeup. The versatility of pocket tissues expands their potential customer base, driving market growth.

Market Restraints

  1. Environmental concerns: The disposable nature of pocket tissues raises concerns about environmental sustainability. The use of single-use tissues contributes to waste generation, which can have adverse effects on the environment. This factor has led to a growing demand for eco-friendly alternatives and poses a challenge for the pocket tissues market.
  2. Price sensitivity: Price sensitivity among consumers, particularly in price-conscious markets, can pose a restraint to market growth. While pocket tissues are generally affordable, consumers with limited purchasing power may opt for cheaper alternatives, such as handkerchiefs or reusable cloth tissues.
  3. Intense competition: The pocket tissues market is highly competitive, with numerous players vying for market share. This intense competition can limit the profit margins of manufacturers and pose challenges in terms of brand differentiation and market penetration.
  4. Health concerns related to additives: Some pocket tissues may contain additives, such as fragrances or lotions, which can cause allergies or skin irritations in sensitive individuals. These health concerns can impact consumer confidence and preference for certain pocket tissue brands.

Market Opportunities

  1. Growing e-commerce platforms: The rise of e-commerce has opened up new avenues for the pocket tissues market. Online platforms provide a convenient and accessible channel for consumers to purchase pocket tissues, especially during the ongoing COVID-19 pandemic when in-store shopping experiences may be limited.
  2. Expansion into emerging markets: Emerging markets, such as India, China, and Southeast Asian countries, present significant growth opportunities for pocket tissue manufacturers. The increasing disposable income, rapid urbanization, and changing consumer preferences in these regions make them attractive markets for expansion.
  3. Focus on sustainable packaging: Manufacturers can explore opportunities to address environmental concerns by adopting sustainable packaging solutions. Biodegradable or recyclable packaging materials can appeal to environmentally conscious consumers and differentiate brands in the market.
  4. Collaborations and partnerships: Collaborations between pocket tissue manufacturers and other industry players, such as airlines, hotels, and healthcare facilities, can create opportunities for market expansion. Strategic partnerships can help increase brand visibility and reach a broader consumer base.

Market Dynamics

The pocket tissues market is driven by various dynamic factors, including changing consumer preferences, technological advancements, and evolving market trends. The market dynamics are influenced by both internal and external factors, shaping the competitive landscape and growth opportunities for industry players.

Internally, manufacturers focus on product innovation, packaging design, and branding strategies to differentiate their offerings and gain a competitive edge. External factors, such as socio-cultural changes, economic conditions, and environmental concerns, also influence market dynamics by shaping consumer behavior and market demand.

Regional Analysis

The pocket tissues market can be analyzed across various regions, including North America, Europe, Asia Pacific, Latin America, and the Middle East and Africa. Each region has its unique market characteristics, influenced by factors such as consumer preferences, economic conditions, and cultural norms.

  1. North America: The North American market is driven by the high awareness of personal hygiene and a focus on health and cleanliness. The region has a well-established market for pocket tissues, with a wide range of product offerings and intense competition among key players.
  2. Europe: Europe is a mature market for pocket tissues, characterized by a strong emphasis on sustainability and eco-friendly products. The region’s strict regulations and consumer preferences for environmentally conscious choices drive the demand for recyclable or biodegradable pocket tissues.
  3. Asia Pacific: The Asia Pacific region presents significant growth opportunities for the pocket tissues market. Factors such as a large population, rising disposable income, and increasing urbanization contribute to the growing demand for pocket tissues in countries like China, India, and Southeast Asian nations.
  4. Latin America: Latin America is an emerging market for pocket tissues, driven by changing consumer lifestyles and increasing awareness of personal hygiene. The region offers growth potential, particularly in countries like Brazil and Mexico, where the adoption of disposable hygiene products is on the rise.
  5. Middle East and Africa: The Middle East and Africa region have a growing market for pocket tissues, driven by the rapid urbanization, increasing tourism, and rising awareness of hygiene practices. The region’s warm climate and tourism industry contribute to the demand for pocket tissues among travelers and locals alike.

Competitive Landscape

The pocket tissues market is highly competitive, with numerous players operating at the global, regional, and local levels. Key market players are focusing on strategies such as product innovation, mergers and acquisitions, partnerships, and expansion into new markets to strengthen their market presence and gain a competitive advantage.

The competitive landscape is characterized by a mix of large multinational companies and regional/local players. Key market players include Kimberly-Clark Corporation, Procter & Gamble Co., SCA Group, Sofidel Group, and Cascades Inc. These players invest in research and development activities to introduce new product variants and cater to the evolving needs and preferences of consumers.


The pocket tissues market can be segmented based on various factors, including product type, material, distribution channel, and end-use applications.

  1. By Product Type:
    • Single-use pocket tissues
    • Multi-pack pocket tissues
  2. By Material:
    • Paper-based pocket tissues
    • Non-woven fabric pocket tissues
  3. By Distribution Channel:
    • Supermarkets and hypermarkets
    • Convenience stores
    • Online retail
    • Others (pharmacies, specialty stores)
  4. By End-use Applications:
    • Personal hygiene
    • Surface cleaning
    • Makeup removal
    • Others (glass cleaning, spill absorption)

Category-wise Insights

  1. Single-use pocket tissues: Single-use pocket tissues are the most common and widely used type of pocket tissues. They are available in various pack sizes and are primarily used for personal hygiene purposes, such as hand wiping and nose blowing.
  2. Multi-pack pocket tissues: Multi-pack pocket tissues offer convenience for consumers who prefer to purchase tissues in bulk. These packs typically contain multiple individual tissue packs and are suitable for both personal use and sharing with family or friends.

Key Benefits for Industry Participants and Stakeholders

  1. Market expansion opportunities: The pocket tissues market presents growth opportunities for manufacturers, distributors, and retailers. The increasing demand for pocket tissues, driven by hygiene awareness and changing consumer lifestyles, creates opportunities for market expansion and revenue growth.
  2. Diversification of product portfolio: Manufacturers can diversify their product portfolio by introducing new variants of pocket tissues, such as scented tissues, moisturizing tissues, or eco-friendly options. This allows them to cater to different consumer preferences and gain a competitive advantage.
  3. Increased brand visibility: Effective marketing and branding strategies can help industry participants enhance their brand visibility in the market. Promotional activities, social media campaigns, and collaborations with influencers can create brand awareness and attract new customers.
  4. Collaboration with distribution channels: Partnering with supermarkets, convenience stores, and online retail platforms can help industry participants expand their market reach. Strong distribution networks ensure wider product availability and accessibility for consumers.

SWOT Analysis

  1. Strengths:
    • Convenient and portable product format.
    • Wide range of product offerings and designs.
    • Established market presence and brand recognition for key players.
  2. Weaknesses:
    • Environmental concerns related to disposable nature.
    • Price sensitivity among price-conscious consumers.
    • Intense competition and pressure on profit margins.
  3. Opportunities:
    • Growing e-commerce platforms for increased accessibility.
    • Expansion into emerging markets with rising disposable income.
    • Focus on sustainable packaging to address environmental concerns.
  4. Threats:
    • Health concerns related to additives in pocket tissues.
    • Competition from alternative products, such as handkerchiefs or reusable cloth tissues.
    • Stringent regulations and compliance requirements in different regions.

Market Key Trends

  1. Rising demand for eco-friendly pocket tissues: The market is witnessing an increasing demand for eco-friendly pocket tissues made from recycled materials or biodegradable fibers. Manufacturers are focusing on sustainable packaging solutions and adopting environmentally friendly practices to meet consumer expectations.
  2. Innovation in packaging design: Manufacturers are investing in innovative packaging designs to enhance product appeal and convenience. Features such as resealable packs, easy-to-dispense designs, and compact packaging formats are gaining popularity among consumers.
  3. Customization and personalization: Customized pocket tissues with unique prints, designs, or branding elements are becoming popular as promotional items or personalized gifts. This trend allows consumers to express their individuality and gives businesses an opportunity for brand promotion.
  4. Health-focused product variants: Manufacturers are introducing pocket tissues with additional health-focused features, such as antiviral or antibacterial properties. These product variants cater to the increased demand for hygiene and cleanliness in the wake of the COVID-19 pandemic.

Covid-19 Impact

The COVID-19 pandemic has had a significant impact on the pocket tissues market. The outbreak led to heightened awareness of personal hygiene and the importance of hand hygiene practices. As a result, there was a surge in demand for pocket tissues as consumers sought convenient and hygienic solutions for hand wiping and nose blowing.

The pandemic also led to changes in consumer behavior, with a shift towards online shopping due to social distancing measures and lockdown restrictions. E-commerce platforms witnessed a surge in pocket tissue sales as consumers turned to online channels for their hygiene needs.

Manufacturers responded to the increased demand by ramping up production and ensuring an uninterrupted supply of pocket tissues. They also focused on promoting the hygienic benefits of pocket tissues through advertising and marketing campaigns.

While the pandemic had a positive impact on the pocket tissues market in terms of increased demand, it also highlighted the importance of sustainable practices and eco-friendly alternatives. Consumers are now more conscious of the environmental impact of disposable products, leading to a growing demand for eco-friendly pocket tissues.

Key Industry Developments

  1. Introduction of sustainable packaging solutions: Many pocket tissue manufacturers are adopting sustainable packaging solutions, such as recyclable or biodegradable materials, to address environmental concerns. This aligns with the growing demand for eco-friendly products and sustainable practices.
  2. Collaboration with influencers and celebrities: To enhance brand visibility and reach a wider audience, pocket tissue manufacturers are collaborating with social media influencers and celebrities for product endorsements and promotional campaigns. This strategy helps create brand awareness and attract consumer attention.
  3. Technological advancements in tissue production: Manufacturers are investing in advanced production technologies to improve the quality and efficiency of pocket tissues. Automated production lines, innovative folding techniques, and improved packaging designs contribute to product innovation and cost optimization.
  4. Expansion into new geographical markets: Key players in the pocket tissues market are expanding their presence in emerging markets to capitalize on the growing demand for disposable hygiene products. This includes strategic partnerships, acquisitions, and establishing local manufacturing facilities.

Analyst Suggestions

  1. Emphasize product differentiation: To stand out in the competitive pocket tissues market, manufacturers should focus on product differentiation. This can be achieved through innovative features, unique packaging designs, or addressing specific consumer needs, such as sensitive skin or allergies.
  2. Prioritize sustainability: As environmental concerns continue to influence consumer choices, manufacturers should prioritize sustainable practices and offer eco-friendly pocket tissues. Using recycled materials, adopting biodegradable packaging, and promoting recycling initiatives can appeal to environmentally conscious consumers.
  3. Leverage e-commerce platforms: The growing popularity of online shopping presents an opportunity for pocket tissue manufacturers to expand their market reach. Collaborating with e-commerce platforms and optimizing online marketing strategies can help reach a wider consumer base and drive sales.
  4. Invest in research and development: Continuous investment in research and development is crucial for product innovation and staying ahead of market trends. Manufacturers should focus on understanding consumer preferences, exploring new materials, and improving production processes to enhance product quality and efficiency.

Future Outlook

The future of the pocket tissues market looks promising, with steady growth anticipated in the coming years. Factors such as increasing consumer awareness of hygiene, changing lifestyles, and the need for convenient and portable products will continue to drive market demand.

Manufacturers will likely focus on sustainable practices, product innovation, and strategic partnerships to stay competitive. The integration of advanced technologies in production processes and the introduction of customized and health-focused product variants are expected to shape the market’s future landscape.

However, manufacturers will need to address environmental concerns associated with disposable products and meet the evolving demands of eco-conscious consumers. Emphasizing sustainable packaging solutions and adopting recycling initiatives will be crucial for long-term market sustainability.

In summary, the pocket tissues market is poised for growth, driven by the rising demand for personal hygiene products, changing consumer lifestyles, and the need for convenient and portable solutions. Manufacturers that prioritize innovation, sustainability, and customer-centric strategies are likely to succeed in this dynamic market.


The pocket tissues market is witnessing significant growth and is expected to continue its upward trajectory in the coming years. The increasing emphasis on personal hygiene, changing consumer lifestyles, and the convenience offered by pocket-sized packs are driving the market’s expansion.

While the market presents numerous opportunities for industry participants and stakeholders, there are also challenges to address. Environmental concerns related to the disposable nature of pocket tissues and price sensitivity among consumers are areas that require attention. Manufacturers need to prioritize sustainability, explore eco-friendly alternatives, and adopt responsible packaging practices to meet the growing demand for environmentally conscious products.

Pocket Tissues Market Segmentation

Segmentation Details Information
Type Facial Tissues, Handkerchiefs, Travel Tissue Packs, Others
Packaging Individual Packets, Pocket-Sized Boxes
End-user Household, Travel & Tourism, Commercial, Others
Region Global

leading companies in the Pocket Tissues Market:

  1. Kimberly-Clark Corporation
  2. Procter & Gamble Co.
  3. Georgia-Pacific LLC
  4. Svenska Cellulosa Aktiebolaget (SCA)
  5. Essity AB (formerly SCA Hygiene Products AB)
  6. Cascades Inc.
  7. Hengan International Group Company Limited
  8. Sofidel Group
  9. Kruger Inc.
  10. Vinda International Holdings Limited

North America
o US
o Canada
o Mexico

o Germany
o Italy
o France
o UK
o Spain
o Denmark
o Sweden
o Austria
o Belgium
o Finland
o Turkey
o Poland
o Russia
o Greece
o Switzerland
o Netherlands
o Norway
o Portugal
o Rest of Europe

Asia Pacific
o China
o Japan
o India
o South Korea
o Indonesia
o Malaysia
o Kazakhstan
o Taiwan
o Vietnam
o Thailand
o Philippines
o Singapore
o Australia
o New Zealand
o Rest of Asia Pacific

South America
o Brazil
o Argentina
o Colombia
o Chile
o Peru
o Rest of South America

The Middle East & Africa
o Saudi Arabia
o Qatar
o South Africa
o Israel
o Kuwait
o Oman
o North Africa
o West Africa
o Rest of MEA

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