When it comes to natural ingredients, it’s no longer a question of whether or not the product contains them. Instead, now it’s a question of how they are being used in absorbent materials. With consumers getting more chemophobic than ever before, the incorporation of alternative fibers like cotton, hemp or bamboo—and the removal of additives, fragrances and other chemicals that may be deemed unsafe—is not as much about being safe for the planet as it is being safe for the wearer or user.

Increasingly consumers are demanding a better understanding of what is in their hygiene products as they to avoid harsh chemicals like synthetic fragrances, dyes, chlorine bleach and other additives. These concerns have ushered in a whole new category of product formats and brands that are curbing the use of plastics, additives and chemicals in hygiene products. According to the general manager of period care brand Lola, today’s consumer—especially millennial women and younger—is more ingredient-conscious than ever. They want to know what’s in the products they use on and in their bodies and want to avoid harmful additives in conventional products. (For more on this market, see Sustainable Hygiene Products Gain Ground on page 18).

This awareness is adding up to growth for makers of natural products. Globally, sales of  online retail disposable hygiene SKUs with the “natural” claim (including menstrual care, baby diapers, adult incontinence and personal wipes) grew almost 20% from 2020-2023, according to Euromonitor’s Sustainability tracker.

And, for these consumers seeking a natural product, the shelves (both brick and mortar and virtual) are full of them. From a toxin-free, junior sized period care brand to cotton- and bamboo-based baby diapers to hemp-based feminine care items, these products are not just offering consumers a new choice in managing their health. They are also seeking to educate consumers on why what comes in contact with their skin really matters.

Of course, this work could not be achieved without the work of the growers, processors and suppliers of natural fibers like cotton, viscose, hemp and even wool. This month, many of these companies spoke to Nonwovens Industry about how they are providing the nonwovens industry with fibers that are easier to process, offer greater performance and provide the consistency the industry needs to meet the “wellness” needs of today’s consumers. For more, see our Fibers Report on page 32.

As always, we appreciate your comments.

Karen McIntyre
Editor
[email protected]