The nonwoven absorbent hygiene sector is experiencing pressure on established products and materials driven by sustainability imperatives, a shift of growing sectors and rising consumer expectations resulting in innovation and continuous improvement. For manufacturers, suppliers and investors, understanding these trends is critical to maintain competitiveness.
Sustainable innovations and substitutions
The trend of eco-consciousness is relevant in absorbent hygiene. Among other factors, legal restrictions have resulted in brands investing more in sustainable products. Eco-friendliness is carried out by e.g. renewable raw materials or reducing the carbon footprint. Mostly in the baby diaper market, the trend evolves towards sustainability. Consumers are concerned about sensitive materials here. Nonetheless, sustainability has not yet become a deciding factor for consumers.
The trend of reusable products has gained importance in the absorbent hygiene sector. In the feminine hygiene market, this has evolved recently. For adult incontinence and baby diaper products, reusable alternatives make a small appearance. Most opinions suggest that reusable products can only provide a limited substitution for the classic absorbent hygiene products.
Focus on high-performance
Improvements in higher-performing absorbent hygiene products and comfort are trending as well. Enhanced absorbency and softness are key areas of innovation. Additives supporting e.g. dermatological safety, pH-neutrality and odor-/moisture control are high-performance innovations. Additionally, refined discretion is a growing focus, especially for adult incontinence products.
Influence of demographic trends
Global demographic trends are reshaping demand patterns of nonwoven absorbent hygiene products. While baby diapers and femcare products are stagnating, the market for adult incontinence products shows growth, due to ageing populations, breaking taboos and broader availability.
Success factors for nonwoven suppliers
As competition intensifies, success in the nonwoven absorbent hygiene sector depends on strategic positioning in trends and agile innovation processes. Currently, it is critical to refine the efficiency in this dynamic to stay competitive in the rather pressured market. Companies that align sustainability, advancement and process optimization are well positioned to capture sustainable value.
Are you interested in further information? Please do not hesitate to contact us:
Dr. Annika Trümpler
Phone number +49 6201 9915 74
annika.truempler@SchlegelundPartner.de
Maria Teresa Ambrosi
Phone number +49 6201 9915 78
maria.ambrosi@SchlegelundPartner.de
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