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The sluggish baby diaper market has led to a slowdown in the growth of nonwoven fabrics; in the future, the elderly market will become the main driver.
Release date:
2022/05/19
The Fridonia Group conducted a study covering the U.S. personal hygiene nonwoven fabrics industry. The study’s analysis projects that demand for personal hygiene nonwovens will grow at an annual rate of 1.4% by 2024, reaching US$880 million. However, the growth rate is expected to slow down due to the continued weakness in the baby diaper market. Currently, nearly all of the revenue from personal hygiene nonwovens comes from increased sales of adult incontinence products—a trend supported by the rapidly growing elderly population in the U.S. market.
In other words, by 2024, the growth of nonwoven fabrics for personal hygiene will be constrained by declining birth rates. It is reported that in 2019, baby diapers and pull-up diapers accounted for nearly three-quarters of the demand for nonwoven fabrics used in personal hygiene; however, by 2024, demand for baby diapers and pull-up diapers will grow only slowly, at a rate of less than 1%.
However, this situation has improved compared to the period from 2014 to 2019, during which the shrinking population of infants and toddlers in the U.S. had brought this sector almost to a standstill. In 2024, as the total population grows, the toddler population is also expected to see an average increase, which will boost sales of pull-up diapers. Moreover, since pull-up diapers are now available in larger sizes, the amount of nonwoven fabric required will increase accordingly.
The study suggests that opportunities in the personal hygiene market will stem from ongoing product development, primarily aimed at increasing the adoption rate and market value of these products. Areas needing improvement include product performance, sustainability, and aesthetics.
In terms of performance, nonwoven fabric suppliers need to continuously develop new products to meet the unique functions and characteristics demanded by personal hygiene product manufacturers and consumers—particularly improvements in absorbency, breathability, and leak-proof performance. Additionally, enhanced softness and lighter weight are also crucial, as they allow nonwoven fabrics to remain in close contact with the skin for longer periods.
In terms of sustainability, products are increasingly adopting sustainable nonwoven materials—for example, by using recyclable materials or incorporating plant-based and biodegradable fibers as raw materials.
In terms of appearance, adult incontinence products that are more independent and resemble underwear will become a major focus of product development.
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