At first glance, facial tissue is lagging behind its paper counterparts, with year-on-year growth of only 2.8% [Nielsen 52w/e 6 October 2007]. Although the first sign of growth for several years, almost all of the overall figure can be explained by rising production costs. However, it does also mask one significant success story - the rise of pocket packs.

Facial tissue, at just under £184m in value, is the smallest of the three household paper sectors and faces a different set of challenges.

Unlike toilet paper, which almost all households feel they have to buy into, and kitchen towel, which is long-established, consumers have to make a choice to opt into the relative newcomer, and suppliers need to give them a reason to do so.

"Pocket packs offer tremendous growth potential. They are up 13% and Kleenex is up 22%, but they account for only 8.8% of the facial tissue market," says Marc Zander, marketing manager for Kimberly-Clark's Kleenex brand, the category leader with some 45% of the market, according to Nielsen.

"At the moment, two-thirds of people buy facial tissues, but of those, half buy only one or two packs a year. However, people sneeze as much when they're out and about as when they're at home, where they have access to other options for blowing their nose, such as kitchen towels and toilet tissue."

Zander believes the only way to unlock the potential is to grow the market. "We won't win if we steal share - especially if it's from own label - so we must work closely with retail partners."

The company has identified six key drivers for growth: accessibility, distribution, dual siting during the key cold and flu seasons, increasing desirability, making the fixtures less confusing and targeting consumers while they're young to instil a habit.

Zander says Kimberly-Clark has grown distribution, increased sampling and produced new formats. It has also spent 35% more on media for the Let it Out campaign. This aimed to forge an emotional bond between consumers and the Kleenex brand and included an online blog and radio promotions, as well as TV ads where an actor encouraged passers-by to sit on the sofa and 'have a good cry'.

Meanwhile, new designs include oval boxes designed to complement interior decor rather than being hidden away, and merchandising has been simplified.

Zander says the final aspect is probably the most important, with the company running a web-based programme called Sneeze Safe for primary schools, based around the hygiene drive in schools and the health curriculum.n