Due to an enthusiastic response from early podcast listeners, we’re reairing ‘Attached to Hygiene’ episode 11: The Hygiene Market in 2035. This popular episode features Nick Carter, Vice President, Nonwovens Marketing at Avgol Nonwovens; DeeAnn Nelson, NA-R&D and Innovation Manager at Avgol; and Darius Deak, Global R&D Director for Bostik. Along with host Jack Hughes, they make predictions about the future of the nonwovens industry.
Demographics and market trends in absorbent hygiene
How will the absorbent hygiene industry look in 2035? Jack and the three experts consider where the current trends are leading us based in part on market shifts being observed with Millennials and Gen Z consumers. For example, the Millennials are having children later than previous generations, or not having them at all. That mindset, along with ‘Black Swan’ events like COVID-19, has resulted in the number of babies being born dropping significantly. This trend started in the 1980s and continues into the present day. Many Millennials are instead focusing on their pets, or ‘fur babies’, which means there has been a shift from growth in baby care to pet care products. Also, the trend of e-commerce is playing a much bigger role in purchasing decisions. On the other end of the spectrum, the aging population is growing. This will likely result in more potential for the adult incontinence market.
The impact of legislation and the need for sustainability
More and more, consumers are seeking sustainable products. However, the legislation that is pushing for changes regarding single-use articles is sometimes getting ahead of the technology needed for the product to adapt. One example: Mexico City instituted a tampon ban before manufacturers were prepared with alternatives. Other times there are unintended consequences of legislated changes, such as a region’s water source being unable to support a product like a reusable diaper. Both offer challenges and opportunities for producers and suppliers, who have to be ready with innovations.
Outline of the Episode
[02:09] Introduction of guests and overview of their backgrounds
[08:11] Avgol’s presentation at Hygienix 2020 as inspiration for episode
[09:11] Market demographics in the absorbent hygiene industry
[12:09] Millennials are putting off or choosing not to have children
[15:19] Purchasing trends, such as e-commerce, of Gen Z
[20:22] How legislation is outpacing technology
[27:05] ‘Black Swan’ events like COVID-19 and their effect on the market
[36:30] Being sustainable whilst offering a product that meets consumers’ needs
[41:17] What are Avgol and Bostik doing to address the changes in the marketplace?
To learn more about the trend of sustainability in the industry, read our article ‘Is There a Sustainable Future for Disposable Hygiene?’
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Connect with Jack Hughes on LinkedIn. You can also find us at Disposable Hygiene Adhesives on LinkedIn or by visiting the Attached to Hygiene Podcast on our official website.
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Host: Jack Hughes
Music by Jonathan Boyle
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