US demand to grow nearly 4% annually through 2011
US demand for nonwoven roll goods is projected to increase 3.9 percent per year to $5.6 billion in 2011, driven by healthy gains in key markets such as filtration, construction, wipes andadult incontinence. Further growth will derive from increased market penetration in many applications, including industrial wipes and roofing membranes, as new technologies improve the functionality of nonwoven materials. However, gains will be limited by intense price competition in consumer markets, as converted product manufacturers seek to cut costs by reducing the amount of nonwoven material in their products.
Spunbonded nonwovens to remain dominant product
Spunbonded nonwovens will remain the dominant product, accounting for roughly half of total volume in 2011, owing to their position as the material of choice in major markets such as baby diapers. Gains in spunbonded nonwovens will be driven by performance advantages, the development of new applications, and increasing demand for the composite nonwovens featuring spunbonded webs. Although carded and wet laid nonwovens are expected to register the slowest gains, certain segments of these product types will have more favorable prospects. For example, robust demand for carded spunlaced nonwovens will be driven by expanding opportunities in consumer and industrial wipes, and wet laid glass fiber materials will benefit from growing demand in applications such as roofing and battery separators.
Sales of consumer products to strengthen disposables market growth
Among disposables markets, consumer products will continue to account for the largest portion of nonwovens sales, though growth will be restricted by below-average advances in baby diaper and feminine hygiene markets. Sluggishness in the consumer market will be offset somewhat by above-average gains in adult incontinence markets, primarily due to the aging US population. Demand in the filtration market will see the most rapid gains, as nonwovens continue to take market share from other materials such as paper and woven fabrics. Although the medical market for nonwovens is relatively mature, demand will benefit from the strengthening of surgical infection control safeguards, which will promote growth by boosting demand for various single use nonwoven products. Nondisposables, which comprised onethird of nonwovens sales in 2006, will grow at a slower pace than disposables. However, the largest nondisposable market, construction, will post aboveaverage gains, fueled by robust growth in nonresidential construction. Other smaller markets, such as agriculture, will also see excellent gains as new applications for nonwoven products continue to be developed.
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