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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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