Study #: 3931 | Published: 03/2021 | Pages: 79 | Individual User License: US$ 2,900

Demand for personal hygiene nonwovens is projected to grow 1.4% per year through 2024, reaching $880 million, slowed by continued weakness in baby diapers. Gains will come almost entirely from increasing sales of adult incontinence products, supported by a growing senior population. Opportunities in the personal hygiene market will come from continuing product development aimed at increasing the adoption of these products and boosting market value. Areas of improvement include:

  • performance, particularly in comfort or absorbability
  • sustainability, such as offerings with recyclable or plant-based and biodegradable fibers
  • aesthetics such as more discrete and underwear-like adult incontinence products

Pandemic-Driven, Short-Lived Spike in Demand Unable to Boost Market in 2020

As the COVID-19 pandemic took hold of the US in early 2020, consumers stockpiled essential items, including personal hygiene products. The need to restock shelves caused a temporary bump in production activity. However, following the initial onset of the pandemic, panic buying stopped and supply and demand returned to more normal patterns, as these products are generally considered essential to their users. Despite the early bump, the market for personal hygiene products performed only modestly in 2020. Some consumers who searched for alternative solutions (e.g., cloth diapers and reusable feminine hygiene products, improvised disposable versions, and attempts to potty train) during the initial supply problem may not have returned to the market, especially if they were looking to limit shopping trips.

Senior-Friendly Products Expected to See Strong Growth Along with Target Demographic

Demand for nonwovens used in adult incontinence products will see strong growth, spurred by gains in the 65+ age bracket. Consumers in this age range are more likely than average to have limited mobility, difficulty using a restroom, or other reasons to utilize adult incontinence products on a regular or semi-regular basis. As the large baby boomer generation, aged between 55 and 75 years old as of 2021, continues to age, momentum in this sector will expand.

Sustainability & Performance Remain Key Drivers to Value Growth

Nonwovens suppliers continue to develop new products that offer the unique set of features and characteristics desired by both personal hygiene product manufacturers and consumers, particularly those that:

  • are softer and lighter weight, which increases their ability to be used in close contact with skin of longer periods of time
  • additional absorbability
  • improvements in breathability and leak protection

Furthermore, hygiene products increasingly feature sustainable nonwoven materials, such as those made with plant-based fibers, which some consumers prefer in products that are in prolonged and close contact with their bodies.


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Table of Contents

1. Executive Summary

2. About This Report

Report Details

Study Scope & Product Description

Impact of COVID-19 Pandemic

3. Overview

Historical Market Trends

Applications

Infant Diapers & Training Pants

Adult Incontinence Products

Feminine Hygiene Products

Pricing Trends

Competitive Products

Global Outlook

Sustainability Initiatives

Retail Sales Trends for Diapers & Related Products

4. Web Formation Process

Demand by Web Formation Process

Spunmelt Nonwovens

Spunbonded Nonwovens

Meltblown Nonwovens

Carded Nonwovens

Wetlaid Nonwovens

Airlaid Nonwovens

5. Suppliers

Key Findings & Industry Composition

Market Share

Mergers & Acquisitions

Research & Development

6. Appendix

Scope

Definitions

Freedonia Methodology

Study-Specific Methodology

Sources

Associations & Agencies

Related Studies & Reports

Macroeconomic Assumptions

Economic Environment

Demographic Trends

Consumer Spending

Manufacturers' Shipments


List of Tables

2. About This Report

Table 2-1 | Annual Personal Hygiene Nonwovens Demand, 2019 - 2021 (million dollars, million square meters, & thousand metric tons)

3. Overview

Table 3-1 | Personal Hygiene Nonwovens Demand, 2009 - 2019 (million dollars & thousand metric tons)

Table 3-2 | Personal Hygiene Nonwovens Demand by Application, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 3-3 | Nonwovens Demand in Infant Diaper & Training Pants, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 3-4 | Nonwovens Demand in Adult Incontinence Products, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 3-5 | Nonwovens Demand in Feminine Hygiene Products, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

4. Web Formation Process

Table 4-1 | Personal Hygiene Nonwovens Demand by Web Formation Process, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 4-2 | Spunmelt Nonwovens in Personal Hygiene Applications, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 4-3 | Carded Nonwovens in Personal Hygiene Applications, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 4-4 | Wetlaid Nonwovens in Personal Hygiene Applications, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

Table 4-5 | Airlaid Nonwovens in Personal Hygiene Applications, 2009 - 2029 (million dollars, million square meters, & thousand metric tons)

5. Suppliers

Table 5-1 | Selected Mergers & Acquisitions

6. Appendix

Table 6-1 | Relevant NAICS & SIC Codes

Table 6-2 | Relevant HS Codes

Table 6-3 | Macroeconomic Indicators, 2009 - 2029 (billion 2012 dollars)

Table 6-4 | Population & Households, 2009 - 2029 (million persons)

Table 6-5 | Personal Consumption Expenditures, 2009 - 2029 (billion 2012 dollars)

Table 6-6 | Manufacturers' Shipments, 2009 - 2029 (billion 2012 dollars & billion dollars)


List of Figures

1. Executive Summary

Figure 1-1 | US Personal Hygiene Nonwovens Market

3. Overview

Figure 3-1 | Personal Hygiene Nonwovens Demand, 2009 - 2019 (million dollars)

Figure 3-2 | Personal Hygiene Nonwovens Demand by Application, 2009 - 2029 (million dollars)

Figure 3-3 | Personal Hygiene Nonwovens Pricing, 2009 - 2024 (cents per square meter)

Figure 3-4 | US Disposable Diapers & Similar Products Retail Sales by Type, 2008 - 2023 (billion units)

4. Web Formation Process

Figure 4-1 | Personal Hygiene Nonwovens Demand by Product, 2019 - 2024 (million dollars)

Figure 4-2 | Spunmelt Nonwoven Demand in Personal Hygiene Applications, 2009 - 2024 (million dollars)

Figure 4-3 | Carded Nonwoven Demand in Personal Hygiene Applications, 2009 - 2024 (million dollars)

Figure 4-4 | Wetlaid Nonwovens in Personal Hygiene Applications, 2009 - 2024 (million dollars)

Figure 4-5 | Airlaid Nonwovens in Personal Hygiene Applications, 2009 - 2024 (million dollars)

5. Suppliers

Figure 5-1 | Merchant Personal Hygiene Nonwovens Market Share by Company, 2019 (million dollars)

6. Appendix

Figure 6-1 | Annual Growth in Real GDP, 2000 - 2019, Compared to 1980 - 2005 Average (percent)

Figure 6-2 | Annual Population Growth, 2004 - 2019 (percent)


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