As the hygiene market faces challenges—lower birth rates—and opportunities—the increasing aging population—the market continues to be redefined by new market entrants that are looking to create a premium product that is not only effective but also creates an experience for the consumer. 

While no market data is officially available on these market disruptors, their influence on the market is far-reaching, not only in the products they make but also in the way they strategize sourcing and marketing differently from traditionally channels.

Suppliers of the nonwovens, films, tapes, adhesives and other components that go into making diapers have had to adjust the way they do business in response to this influx of smaller brands. As they continue to meet the demands of the international heavyweights in hygiene, suppliers have to get used to smaller run times and shorter development cycles required from smaller brands. And, in some cases they have had to change their mindsets to understand that, at least for some of these companies, the goal is not only saving costs or improving performance but catering to another consumer need, be it with an alternative raw material, an additional scent or a new marketing message.

According to Fabrizio D’Amico, commercial director, Teknomelt,  hygiene products such as baby diapers, feminine pads, adult incontinence products and wet wipes are no longer defined solely by functionality; they are now being re-evaluated through the lenses of environmental sustainability and user comfort. 

For absorbent products, three critical layers directly determine product performance: the topsheet, the core cover (core wrap), and the leg cuff. In recent years, the backsheet has undergone significant evolution, driven by key innovations including breathable films, cloth-like laminates and downgauging and thin films.  This has allowed thinner and softer materials into the market. 

“The global backsheet market is steadily growing, fueled by demand for comfort, sustainability, and premiumization,” D’Amico adds. “While Western countries are experiencing stagnation due to declining birth rates—partially offset by increased demand for incontinence products as the population ages—Asia-Pacific, Latin America and Africa are leading growth thanks to greater penetration of single-use products.”

Soft and Thin

Factors like the rising female population and the declining age of puberty onset as well as the larger aging population have created new opportunities for feminine care products and adult incontinence products at a time when the baby care market, though shrinking in size, continues to be ripe with innovation.

These market conditions have created two parallel trends—thinness and sustainability. “Brands want profiles that disappear under clothing, so we are focused on more discrete SAP composites that give you the same capacity at half the thickness,” says Lori Venn, vice president sales and marketing at airlaid producer Engineered Absorbent Materials (EAM).  “Additionally, customers are prioritizing higher bio-content and exploring new bio-based fibers and biodegradable raw materials in their core architecture.”

EAM is able to simultaneously manage these two trends with advances in core design that include the incorporation of composite structures combining absorbent core material with acquisition and distribution layer material and multi-channel designs to distribute SAP materials strategically. Additionally, EAM’s hydrogen-bonded airlaid material, which has been on the market for some time, offers a synthetic-free design which naturally aligns well with today’s transparency and bio-content goals.

“Today, we are designing multi-layer, SAP-integrated structures that manage intake, distribution and storage more efficiently,” explains Venn. “We are achieving this through tailored pore structure, zoned SAP and bonding in a way that allows you to build very thin, very stable cores that still perform at a high level.”

Describing this process as “airlaid where you need it,” Venn continues, “We want to customize the system as much as we can to streamline the product development and simplify the process for our customers,” says Venn. “We still make the airlaid component thin but we integrate an acquisition system that provides a complete fluid management structure.”

From a market perspective, newer brands want customization in smaller volumes, which pushes suppliers to be more flexible and agile than the old high-volume model. These “disruptors” are about “values” and “customer experiences” that are changing the profile of premium core markets. 

“For us it has been an exciting time because we continue to support the established brands while also partnering with the disruptor brands, which has sharpened our ability to balance premium performance with the newer products that are both value-driven and values-driven,” Venn says. “That mix has pushed us to innovate faster and stay more agile across the board.”

Evolving Technology

Teknomelt, a Turkish nonwovens producer, has responded to these challenges by driving innovation across the topsheet, core cover and leg cuff layers used in baby diapers, feminine pads and adult incontinence products.

“Traditionally dominated by polypropylene spunbond, the topsheet segment is now transitioning to spunlace fabrics made from viscose, lyocell, PLA and other cellulosic fibers—offering both biodegradability and soft touch,” says D’Amico. “Compostable topsheet materials are already expanding across European and Asian markets, where Teknomelt delivers high-quality, sustainable alternatives.”

For the core cover (core wrap) layer, Teknomelt focuses on lightweight, bio-based structures using PLA and PHA fibers, combining strength with improved barrier properties as the industry moves toward thinner, fluff-free cores. Meanwhile, in the leg cuff segment, the company is pioneering elastic, compostable designs made with PLA-based or bio-elastomer fibers—providing both flexibility and environmental responsibility.

In response to the many changes driving hygiene, Swiss films maker Exten has decided to focus on high performance, soft, cost-effective and sustainable materials, which has allowed it to supply a zero waste product to the hygiene market.

“We have a monomaterial base so our product can be easily recycled,” says Paolo Bruzzi, commercial director. 

Bruzzi credits investment in a new laminating line for allowing Exten to understand how to customize products and cater to the needs of its customers for elastic films for use in pull-up style diapers.

“This can be credited to our experience,” he adds. “We have the technical know-how in the hygiene market to focus outside of commodity areas.”

Focusing on evolution and innovation in backsheet technology, films maker Poligof is reshaping its structure and objectives in response to these trends, seeking synergies with all stakeholders to consolidate its leadership in the AHP backsheet market. The company is investing in biocompatible materials, advanced manufacturing processes and strategic partnerships.

Expanding and Partnering

In a move to bring it closer to its customers and enhance it ability to deliver with speed, flexibility and precision, Pelsan Tekstil A.S., a global leader in breathable film technologies for the hygiene and medical sectors, is establishing its first U.S. manufacturing facility in Goldsboro, NC. Supported by a significant investment, the new site is reinforcing Pelsan’s long-term commitment to innovation, customer proximity and sustainable growth in the U.S. market. Founded in 2006 as a subsidiary of the Hassan Group, Pelsan was one of the first companies in Turkey to manufacture breathable polyethylene films. Today, the company serves a global customer base across the hygiene, medical and insulation industries and is known for its cutting-edge technology, high production standards and innovation-driven culture.

 “This expansion is a major strategic milestone for us,” says Ali Sisman, CEO of Pelsan Tekstil. “Our decision to invest in North Carolina underscores our belief in the region’s strong workforce, robust infrastructure and its alignment with our values of innovation and collaboration. This facility represents a significant new chapter in our company’s journey. We are at a pivotal moment – at the intersection of life and innovation. This journey of transformation and progress is not just ours, but one we share with every individual seeking change, growth and a better tomorrow.” 

Meanwhile, Pelsan’s sister company Merkas Tekstil, a maker of air through bonded nonwovens, has formed a partnership with GreenCore Solutions Corp., a manufacturer of tree-free diapers, to supply next-generation substrates such as acquisition and distribution layers and cover layers like topsheets.

Under the agreement, Merkas will serve as the nonwovens provider for GreenCore’s retail ecosystem in Europe, supporting the company’s rapid growth across grocery, pharmacy and convenience retail channels. The partnership includes formal inclusion of Merkas in all GreenCore-led tenders with major European buyers and other leading retail groups.

“Merkas is a supply chain powerhouse with decades of nonwovens expertise and a shared commitment to sustainability,” says Matthew Keddy, CEO of GreenCore Solutions Corp. “This partnership ensures scalable, secure sourcing for our verified eco TreeFree Diaper and provides retailers with capacity to meet surging demand.”

Based in Turkey, Merkas has joined PATH+ (Partner Alliance for Traceable Hygiene) as a verified upstream partner. By supplying traceable, ESG-aligned nonwovens into TreeFree Diaper and FemCare UltaThin, Merkas strengthens the alliance’s ability to deliver fully auditable, pulp-free hygiene products. Their inclusion ensures retailers, OEM converters and other PATH+ partners benefit from a transparent, EU-compliant material flow that meets the highest standards of sustainability and traceability. Initial volume forecasts estimate a scale-up from 500 million-2 billion square meters annually, with a phased ramp-up to align Merkas’ production capacity with GreenCore’s retail expansion plan across 5000 points of sale by year-end 2026.

In addition to its diaper business, GreenCore, which was formerly known as Soft N Dry Diapers Corp., wears a second hat as a component supplier. The company is licensing its tree-free disposable baby diaper core technology, known as econoLiite Core, to private label diaper makers in Europe and the U.K.

“The addition of econoLiite Core to Soft N Dry’s TreeFree Diaper line offers a cost effective, EUDR compliant sustainable private label diaper solution for OEM diaper makers and downstream discount retail partners in Europe and the U.K.,” says Keddy. “Overall sales of private label in Europe hit the €340 billion mark last year, an all-time record, and make up nearly 40% total grocery market value, according to PLMA. The inflection point is apparent for discount retailers, with marketshare to be gained in the new tree-free diaper category in tandem with a break from incumbent CPG brands in the new EUDR era.”

Discount retailers in Europe and the U.K. are positioned to benefit from the econoLiite Core launch. As consumers shift towards private label products, this presents an opportunity for discount retailers to differentiate their store brands with EUDR compliant, lower cost, high performance tree-free diaper alternatives in the beginning of 2025. The econoLiite Core enables Discounter retailers to strengthen their commitment to sustainability, while aligning with the eco and cost-conscious purchasing habits of today’s families.

OEM partners and diaper manufacturers working with Soft N Dry’s new econoLiite Core benefit from their reduced production costs and improved sustainability metrics. With its thinner, more efficient design, econoLiite Core requires fewer raw materials while maintaining top-tier performance, offering manufacturers the ability to scale their production, while utilizing their previously installed equipment, and meet increasing new consumer demand. 

“econoLiite Core is our innovation driven response to growing demand for affordable, EUDR ready, high margin private label diapers in the very important discount retail segment in Europe and U.K.,” says Keddy. “As the market shifts towards tree-free diaper products, we are committed to providing solutions that meet both consumer, discount retail and OEM diaper manufacturer’s needs and regulatory requirements. Our new econoLiite Core technology ensures that retailers, manufacturers and consumers alike can participate in the TreeFree Diaper era, and an environmentally responsible future where costs come down, and performance goes up, which is innovation at its core.”

Baby Diaper Innovation Continues

Despite lower birth rates in many countries, major diaper suppliers continue to focus on innovations within their brands. Earlier this year, Pampers Cruisers were upgraded with Extra Absorb Channels that help babies stay drier and do not sag compared to ordinary diapers. The upgraded diapers have three absorbent channels in the core of the diaper that distribute wetness evenly and help prevent diaper sag. Additionally, Pampers Swaddlers diapers were also updated with Extra Absorb Channels and now also have a new outer cover that is even softer than current Pampers Swaddlers. 

“Pampers understands that as babies grow, develop and explore their worlds, they need a diaper that allows them to move freely by providing a great fit while staying dry,” says E. Yuri Hermida, vice president of North American Baby & Feminine Care, Procter & Gamble. “That’s why we are delighted to bring babies and parents our new Pampers Cruisers diapers,which set babies free from diaper sag so they can move, dance and play without restriction.”

In May, Ontex Group NV, a leading international developer and producer of personal care solutions, launched an all-around leak protection system in baby diapers. The new 360° leak protection offers comprehensive front, back and side-to-side coverage designed to deliver all-around coverage that helps keep babies comfortable, dry, and secure.

The 360° anti-leak barriers are available in Ontex’s smallest diaper sizes, delivering reliable protection from day one. These sizes feature added barriers for extra leak protection in all areas as well as a built-in navel cutout to protect the umbilical area and support healing during early development. The diaper incorporates a channeled absorbent core paired with cloud-soft materials that gently wrap around a newborn’s body. The design reflects Ontex’s commitment to using safe, high-quality materials parents can trust, providing a secure and comfortable experience.

“As both a mom and a product developer, I understand how important it is for parents to feel confident in the products they choose for their babies,” says Hillary McElroy, director of Baby Care Product & Marketing for Ontex North America. “Our new 360° anti-leak technology offers parents peace of mind, knowing their babies are well-protected no matter what the day brings.”

In another design shift, Ontex has introduced bio-based SAP (bioSAP) in its diapers, with an initial rollout in selected products. The bioSAP now being introduced has a 15-25% lower carbon footprint than conventional SAP, with a promising outlook as the technology continues to evolve. 

“Every step forward must strike the right balance between environmental ambition and practical solutions,” says Annick De Poorter, chief innovation & sustainability officer. “That means moving fast where we can, keeping products affordable, and making choices that are smart in design and more sustainable.”

While it is initially rolled out to selected products under the Moltex Pure and Nature brand, Ontex’s baby diaper brand available in Europe, the development also lays the groundwork for broader applications including  products and offerings for retail partners. 

“Consumers today want sustainable products that don’t compromise on affordability, quality or comfort,” says Laurent Nielly, president Europe division. “We’re laying the groundwork for future breakthroughs. We invite our partners to collaborate with us in scaling up bioSAP and other sustainable innovations, so together we can meet market demands and drive sustainable growth.”

Smithers Examines Technology Trends in $26.6 Billion Hygiene Components Market

by John Nelson, Smithers

According to market analyst Smithers, nonwoven components play a vital role in disposable hygiene and feminine hygiene products. Global consumption will reach 6.6 million tons of nonwovens in 2025, with a global value of $26.6 billion, and will form a major focus for innovation. 

The largest end-use application is in diapers and toddler training pants, with over 200 billion units sold in 2025, these will account for 47.7% of global hygiene retail sales. Consumption remains closely linked to birth rates, disposable income, and market penetration in developing economies. The main design trend is now towards lower weight, slimmer diapers; achieved by lowering fluff pulp volumes, and wider use of nonwoven cores, such as spunbond. 

In North America and Western Europe sales of diapers modelled on underwear are growing in popularity. These are being adopted as a faster solution for changing a growing, more active infant, as a pre-cursor to training pants. Simultaneously there is an emphasis on sustainability, with all major brand owners welcoming investment in more planet-friendly solutions, while some are now running pilot schemes to recycle diapers. 

Adult incontinence wear sold in consumer channels present some of the highest margins for hygiene goods, and the fastest growing. Older, affluent customers are more willing to pay for higher-performance, discreet products that allow them to continue an active lifestyle in confidence. This supports a move towards more underwear-format adult incontinence wear. These increasingly resemble standard briefs and offer more security against urinary incontinence than simple pads, with suppliers selling ranges with different loadings of superabsorbents to better cater to all needs. 

Adult incontinence products are only 8.8% of the contemporary by unit sales volume, but 21.3% of sales value. A demographic shift in developed economies towards older populations make them the fastest growing hygiene product segment, with Smithers forecasting an 8.3% compound annual growth rate (CAGR), by value, through to 2030.  

In contrast feminine hygiene pads and tampons are high volume, 61.2% of global unit sales, but less sophisticated and lower cost – 30.3% of sales value in 2025. Purchasing is driven by the number of women aged 12-49 years, their disposable incomes and access to these products. Most growth will come from developing markets, especially in Asia. 

As these sales channels mature, heavier maxipads are increasingly being replaced by more comfortable and discreet ultrathin products. As with diapers, the trend towards thinner products is seeing lower volumes of fluff pulp in absorbent cores, with increased loadings of superabsorbent polymers to compensate. At the same time softer cores and acquisition/distribution layers are being introduced to make pads more comfortable and less intrusive.