Wipes Fall 2011

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Features 18

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AHLSTROM EXITS WIPES BUSINESS

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NICE-PAK: WORLD’S LARGEST WIPES PRODUCER

WIPES WITH RECYCLED FIBERS

By Karen McIntyre

By Steve Katz

The company sells business to Suominen in effort to streamline its business.

The company focuses on innovation to add value to wipes.

Wipes makers have recycled fibers at their disposal for manufacturing.

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In every issue:

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Editor’s Page

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WIPES MARKET ON THE UP AND UP

EMERGING MARKETS: RIPE FOR BABY WIPES

Wipes Market Watch

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By Karen McIntyre

By Beyhan Tamer

WOW presenters share views on growth across several regions.

Baby wipes lag diaper sales in emerging economies.

Industry Calendar

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Advertisers’ Index

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Cover photo courtesy of Cotton Incorporated.

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

low bIoburden • consumer preferred

purIfIed coTTon is the natural Solution for all your fiber needs

fIber Grown In THE USA oeko-tex 100 class I certified • Tcf (Total chlorine free) ecf (elemental chlorine free)

Your fIber of choIce for . . . Medical Care • Fem Care • Consumer Products • Wet Wipes • Dry Wipes P.O. Box 34276 I Charlotte, NC 28234 I 1.800.277.0377 I www.barnhardt.net

Editor Karen McIntyre, [email protected]

Supply shake-up: What will it mean for wipes? don’t know about you but I am still in shock that Ahlstrom is leaving the wipes market. For years, Ahlstrom seemed intent on gobbling up every small- to mid-sized wipes producer on the planet, a strategy that made it the world’s largest wipes substrate supplier. And, even though the company has been in consolidation mode a little more recently, Ahlstrom has continued to offer up innovation in the wipes market. They certainly didn’t seem like a company with an exit strategy. However, Ahlstrom executives say the sale to Suominen is in sync with its strategy of developing a more focused business product portfolio, and moving forward the company will offer high performance materials that allow its customers to differentiate themselves. Ahlstrom first embarked on this strategy in 2009 and some could argue the company put this plan in place when it first separated wipes from the rest of its nonwovens business by creating the Home & Personal division in 2008. It still leaves one to wonder what happened in the last couple of years that changed Ahlstrom’s mind about wipes, a market it was once so bullish about. Of course, even as it sells off this mammoth business, Ahlstrom has not exited wipes entirely. It will remain vested in wipes, becoming—as part of the sale—the largest shareholder of Suominen, who will become the world’s largest wipes supplier after the deal is complete. Also, Ahlstrom did a big favor to the wipes market, selling this business not to a private equity firm, interested only in squeezing every ounce of profit out of it, but to a company already heavily invested in wipes as both a maker of spunlaced fabrics and as a wipes maker through its Suominen Codi wipes business. No doubt, Suominen has the resources and knowledge, not to mention the passion, to continue the impressive rate of innovation and new product development started by Ahlstrom.

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Editorial Director/Vice President Tom Branna, [email protected] Managing Editor Steve Katz, [email protected] Art Department Michael Del Purgatorio, [email protected] Jessica Carlin, [email protected] Sara Downing, [email protected]

Contributing Editor Susan Stansbury President/Publisher Rodman J. Zilenziger, Jr., [email protected] Executive Vice President Matthew Montgomery, [email protected] Publisher Matt Carey, [email protected] Art Largar, [email protected] Production Manager Cheryl Coviello, [email protected] Sales Managers Kathleen Scully, [email protected] Brian Barnes, [email protected] Beth Russo, [email protected] Circulation Manager Joe DiMaulo, [email protected] European Sales Representative Baudry Boisseau Associates Rue J. Lebeau, 27, B-1000 Brussels, Belgium Tel: 32-2-513-06-47; Fax: 32-2-514-17-38; E-mail: [email protected]

A Rodman Publication

Karen McIntyre Editor [email protected]

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70 Hilltop Road, 3rd Floor Ramsey, NJ 07446 USA Tel: 201-825-2552 Fax: 201-825-0553 E-mail: [email protected] www. nonwovens-industry.com www.happi.com

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Home and Personal Care Broad Product Range Home and Personal Care Wipes ■■ ■■ ■■

Enhance product performance and claims Protect wipes and end users Improve aesthetics and delivery of actives

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WIPES MARKET WATCH

K-C upgrades moist wipes packaging Kimberly-Clark has upgraded the packaging for its Cottonelle Flushable Moist Wipes with a proprietary OneTouch dispensing tub. The new design is sleek and modern, making it easier and faster to access the wipes. With a significantly larger button, the OneTouch Dispensing tub is easy to open and requires less force to push, allowing most anyone to use the Cottonelle Flushable Moist Wipes whenever they need one. For a limited time, each Cottonelle OneTouch Dispensing tub will come with a free Cottonelle EasyReach Hanger, which is installed using Command brand strips from 3M. “With Command brand strips, the Cottonelle EasyReach Hanger is easy to apply, holds strongly, yet removes cleanly so users can confidently mount their OneTouch Dispensing tub wherever they want without fear of damaging their walls,” says Joe Paul, 3M marketing supervisor. In addition, the Cottonelle brand is once again encouraging consumers

to “get fresh” with a friend and pass on the message that Flushable Moist Wipes leave you feeling fresher than dry toilet paper alone to provide an enhanced, everyday clean. Fans of Cottonelle Flushable Moist Wipes are, for a limited time, able to send a free tub of wipes to a friend or family member and get a free tub for themselves in return. “We received such an overwhelming response to our initial Get Fresh With a Friend Program that we knew we had to satisfy such strong consumer demand by bringing it back in 2011,” says Cherie Kamin, Cottonelle brand manager. “While bathroom habits are not always the most comfortable topic to discuss, Cottonelle Flushable Moist Wipes users are passionate about their love for the fresh clean that they get from using the product. Sending a free tub to someone they care about is an easy way to show friends and family what ‘getting fresh’ is all about.”

Dow launches new work wipes Dow Building & Construction has

launched Great Stuff work wipes, a quick and convenient way to clean up messes when remodeling or maintaining a home. The dual-sided, pre-soaked wipes can clean up insulating foam sealants, oil- and latexbased paints, uncured caulk, uncured adhesives, uncured sealants, oil and grease, epoxy filler and grout, grime, tar, ink and permanent markers and other stains. Great Stuff work wipes contain no harsh solvents, meaning no harsh, chemical smell.

Neutrogena adds to Wave skincare line Neutrogena has added the Wavesonic to its Wave skincare line. Neutrogena Wave Sonic is a batteryoperated device that attaches to a nonwoven pad that goes where no cleanser has gone before. Its spinning action offers deeper clean, gentle exfoliation and massage in one easy step. According to executives, the Wave Sonic is clinically proven to clean up to 50 times better than manual cleansing – for noticeable results every day. It is even as effec-

Sandler’s new line makes greener wipes Sandler AG has started a new spunlace line in Schwarzenbach/Saale, Germany, and is churning out environmentally friendly products. “Two years ago—at the height of the financial crisis—the Sandler AG Management Board decided to invest EUR 40 million in a new plant and a state-of-the-art spunlace production facility,” says Christian Heinrich Sandler. “The new construction of ‘Plant 4’ was a challenge for all company employees, and they were highly motivated and enthusiastic in their commitment towards the project during all phases of civil engineering, plant assembly, and the start-up of the system.” True to Sandler’s concept “less is best to nature,” Sandler has seized the opportunity to further reduce the basis weight of wet wipe substrates while maintaining the same level of performance. In terms of sustainability, Sandler is not only able to produce nonwovens made from biodegradable and lactic acid-based polylactate fibers. “As part of a development project with a major supplier, we have designed a bio-wipe with a substrate of 100% biodegradable viscose, which in turn consists of raw materials acquired from PEFC-certified European forests," Sandler says.

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HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

WIPES MARKET WATCH

tive as the “sonic skin” cleansing system, the company says. Tested by dermatologists, the Neutrogena Wave Sonic has two speeds, allowing for more control. Users can choose between a gentle speed that’s perfect for daily cleansing and a second, faster speed for more invigorating, deep cleansing.

Method and TerraCycle partner for package recycling program Method, a maker of premium, ecofriendly household and personal care wipes and other products, and recycling company TerraCycle, Inc., have created a way for families to recycle their used packaging. By joining the “Method Refill Brigade,” families can collect their used soap refill

packaging and send it to TerraCycle. For each unit of packaging received, TerraCycle and Method will pay two cents to a charity of the collector’s choice. The collected packaging will be turned into trash cans, coolers and other home goods. “At Method, we make sure we’re using safe and sustainable materials and that our products are manufactured responsibly,” says Adam Lowry, Method co-founder. “That doesn’t stop at our packaging. We make most of our bottles from 100% recycled plastic and we want to make sure once all of our bottles and pouches are empty, there is a way for them to be recycled.” TerraCycle is a leader in collecting difficult-to-recycle packaging, and upcycling or recycling it into new

products through TerraCycle’s innovative processes, which have been rated as among the world’s most carbon-saving waste solutions. Through its free fundraising programs called Brigades, TerraCycle and its sponsors pay an incentive for people to send in their packaging. To date, more than 1.8 billion pieces of waste have been kept out of landfills, almost $2 million has been paid to schools and nonprofits and almost 70,000 locations are sending their packaging to TerraCycle.

Boogie Wipes launches online contest Little Busy Bodies, maker of Boogie Wipes, the kid-friendly saline nose wipes, is launching a nationwide contest to find “ordinary kids doing

cotton is biodegradable. in fact, all cotton nonwovens decompose more than 90% in 4 weeks in aerobic, anaerobic and compost pile conditions. so if you’re looking to make or sell environmentally friendly nonwovens, call COTTON INCORPORATED at 919-678-2330 or visit cottoninc.com/nonwovens to find out more about your cotton options. AMERICA’S COTTON PRODUCERS AND IMPORTERS. ™ Service Mark/Trademark of Cotton Incorporated. © Cotton Incorporated, 2011.

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

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WIPES MARKET WATCH

extraordinary things,” and to honor them on its new Boogie Wipes 90count canisters. The contest is part of the Snot Your Average Kid marketing campaign. From August to December, parents will be able to nominate their children online by explaining what he or she has done or achieved that the world needs to know about. Three winners will have their photo and story appear on the Boogie Wipes canister as one of the new faces of Boogie Wipes. Boogie Wipes will launch the 90count container this fall.

Wipes projected to grow 4.3% Demand for wipes, both consumer and industrial, is forecast to increase 4.3% per annum to $2.3 billion in 2014, according to a recent study published by the Freedonia Group. Wipes will continue to benefit from features such as ease-of-use, disposability, portability and reduced risk of cross contamination. Nevertheless, growth will decelerate from rates achieved from 2004 to 2009 due to increasing market maturity and a shift in preferences to more environmentally friendly consumer goods and cleaning methods. In response to the green trend, wipes manufacturers will continue to develop more environmentally friendly products, such as those that are biodegradable. Convenience, consumer acceptance and innovation will remain driving forces in the consumer market, with hand and body, household cleaning and a number of other small volume consumer wipes projected to register the strongest growth, according to the study. Growth in household care wipes, such as general purpose disinfectant wipes, will be propelled by the appeal of one-step, disposable wipes that provide a quick and con10

venient format for household cleaning chores. Hand and body wipes, such as bathroom hygiene and general purpose bathing, will enjoy increased market penetration. Market penetration of general purpose bathing wipes is increasing among individuals who are bedridden or find it difficult to enter and exit a bathtub. While baby wipes will remain the top selling type of consumer wipe, demand growth will continue to be restrained by market maturity, as well as continued replacement by newer, task-specific wipes in non-diaper applications, where baby wipes once enjoyed considerable popularity. After suffering from slower sales during the recession that began in December 2007, the industrial wipes market will benefit from a rebound in manufacturing activity through 2014, the Freedonia Group says. As a result, the industrial wipes market is projected to achieve more rapid gains than the consumer market. Among industrial wipes, health care and manufacturing types will remain the largest segments of this market, with special purpose products such as surface preparation wipes and patient bathing wipes projected to see the fastest growth.

Mogul orders second line from Andritz In May, Mogul, headquartered in Gaziantep, Turkey, said it ordered a 3.6-meter spunlace line from Andritz Perfojet. The Jetlace Essentiel unit featuring a Perfodry 3000 through-air dryer and filtration system will bring Mogul’s total spunlace capacity to 24,000 tons per year. It will make lightweight spunlace fabrics at a high speed with low energy consumption, and with a full range of patterning and aperture systems. With roots in spunbond and meltblown technology, Mogul entered the spunlace market in

early 2010 to diversify its production range. The first line was also supplied by Andritz Perfojet.

EDANA advises on formaldehyde testing EDANA, the European nonwovens association, has published new testing recommendations for the detection of formaldehyde in nonwovensbased personal care wipes. The recommendation is intended as advice on choosing the correct methods of analysis, both for reasons of regulatory compliance and to determine actual free formaldehyde levels under real in-use conditions. The recommendation is the work of EDANA’s Formaldehyde Testing Task Force, an ad hoc group that worked through 2010-2011. Formaldehyde is a naturally occurring substance that is widely found in both natural and man-made materials and is even produced as a byproduct in human bodies. It receives significant attention in the public domain due to evidence of its carcinogenic potential at certain doses, especially over long timeframes. It is therefore also highly regulated across the EU and beyond. In September 2010, the French government submitted a proposal to update formaldehyde to a stricter regulatory classification throughout the EU. EDANA members take very seriously the responsibility to exclude or limit any formaldehyde content of consumer products to the safe levels established by authorities. In Europe, a maximum authorized limit of 0.2% free formaldehyde is well established for the lotions of personal care wet wipes under the Cosmetics Directive. Where the lotion contains any more than 0.05% free formaldehyde, companies are obliged under the Cosmetics Directive to inform consumers by printing the phrase “contains

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

WIPES MARKET WATCH

formaldehyde” on the product pack. Therefore, for purposes of regulatory compliance (where required), the testing recommendation states that the lotions of personal care wet wipes are to be tested using the specific analytical method established by authorities and specified in the European Cosmetics Directive. Further, in order to separately test the dry nonwoven substrate used to make wet wipes, it is recommended to use the EDANA methods WSP 310 and 312 (updated versions of which are included in the recent 2011 Edition of the EDANA/INDA Book of Test Methods). These EDANA methods are designed to reflect real in-use conditions and therefore may also be used to test “finished” personal care wet wipes

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as they are found on product shelves. EDANA insists on the need to test personal care products using real in-use conditions (i.e., with a water-based extraction), since other methods (such as those designed for paints) sometimes rely on extraction methods that can chemically modify the ingredients of personal care products, resulting in inaccurate results.

Buckeye to close Canadian airlaid plant Airlaid nonwovens producer Buckeye Technologies will close its Delta, British Columbia, Canada, airlaid facility by the end of 2012. The Memphis, TN, USA-based company will work closely with its customers to continue to meet their needs by

sourcing products currently produced in Delta from its facilities in Gaston County, NC, USA, and Steinfurt, Germany. Buckeye chairman John Crowe attributes several factors to the closure, including an unfavorable site location relative to customers and raw material suppliers, a strong Canadian dollar and low capacity utilization. “It is unfortunate that this closure will result in the eventual termination of employment for approximately 95 dedicated employees,” he says. Buckeye has owned and operated the Delta facility since 1997. In the fall of 2010, the company consolidated its production from a two-machine operation to one airlaid machine to improve profitability. While margins did improve following this consolidation,

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

WIPES MARKET WATCH

the plant's forecasted financial performance remains at an unacceptable level, Crowe says. Buckeye expects to incur a noncash asset impairment charge of about $15 million and $5 million in restructuring expenses between now and December 31, 2012. The closure is expected to generate about $30 million in cash over the next 18 months, primarily through the sale of land and buildings and a net reduction in working capital.

Sani-Cloth wins WOW Innovation Award Sani-Cloth AF Germicidal Disposable Wipe, a new generation disinfectant product by Professional Disposables International (PDI) received the prestigious WOW Innovation Award pre-

sented as part of the fifth annual World of Wipes (WOW) Conference, June 14-16, 2011, at the Grand Hyatt Buckhead in Atlanta, GA, USA. PDI’s new generation of disinfectant products has a broad spectrum of antimicrobial activity and short contact times to disinfect nonporous healthcare surfaces. PDI’s Sani-Cloth AF Germicidal Wipe is the first and only alcohol-free germicidal wipe on the market that kills at least 25 bugs (including multi-drug resistant organisms) in only three minutes for fast patient room turnover. This not only covers the needs of the surfaces but is formulated to be free of alcohol, fragrance, bleach, acid, phenol, acetone and ammonia so that it is sensitive to the patients, healthcare workers and equipment used

during the disinfection process. “We are proud to be recognized for our innovation and industry leadership,” says Daniel Marsh, executive vice president, PDI Healthcare. “We make infection prevention possible with the combination of our innovative products, clinical support and education in healthcare and public environments.” “INDA congratulates PDI on winning this year’s WOW Innovation award,” says Phil Pitt, director of marketing, INDA. “WOW 2011 was a great success with record attendance. The exciting new products presented by PDI and the other five finalists prove that innovation in our industry is strong and vibrant.” The WOW Conference, organized by INDA, the global Association of the

Keeping it clean optimum preservation of wet wipes Wet Wipes are an excellent environment for the growth of bacteria, yeasts and mould fungi. To ensure product and consumer safety the addition of preservatives is necessary. With a wide variety of easy-handling liquid blends to choose from, there is a schülke product to meet almost any preservation need. Let us make preservation simple for you!

Schülke & Mayr GmbH | 22840 Norderstedt | Germany | Tel. +49 40 521 00-0 | Fax -244 | www.schuelke.com | [email protected]

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

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WIPES MARKET WATCH

Nonwoven Fabrics Industry, is devoted solely to wipes, with a concentration on substrates, active ingredients, converting, packaging, market metrics, industry challenges and market opportunities. The WOW Innovation Award recognizes and rewards the industry members who bring new and valueadded processes and products to the wipes market. The next World of Wipes Conference is scheduled for June 5-7, 2012, at the Hotel InterContinental in Chicago, IL, USA.

Inolex meets preservativefree challenge Inolex, Philadelphia, PA, now offers economical alternative preservation technology that overcomes one of the toughest challenges in the quest for paraben-free and preservative-free wipes. Wipe formulations containing Phenostat, Benzosatat and Aromastat completely pass the highest standard of antimicrobial efficacy testing. The preservatives were tested at third party labs using methods prescribed by the Personal Care Products Council (Preservation Testing of Nonwoven

Substrate Personal Care Products, 2007 CTFA Microbiology Guidelines, section 20, M-5), and eliminated all bacteria and yeast within two days, and all mold within seven days.

Study shows risks of using laundered shop towels A recently released report analyzing the potential risks for workers using laundered shop towels finds that the situation is just as potentially hazardous – and in many cases potentially more hazardous – than when a similar study was completed nearly a decade ago. The increased use of laundered shop towels on the job, along with higher detected concentrations of certain substances, and the availability of additional toxicity criteria resulted in more “toxicity criteria exceedences” than were found in the earlier study. Cambridge, MA, USA-based environmental and risk science consulting firm Gradient concluded that workers using laundered shop towels could be exposed to levels of contaminants that exceed regulatory agency guidelines.

Based on certain intake pathway assumptions, this exposure could impact their long-term health. Towels are presumed by workers to be clean and are frequently used for personal wiping like hand wiping or other contact with bare skin, such as blotting perspiration. Released earlier this month, “Evaluation of Potential Exposure to Metals in Laundered Shop Towels,” found that “clean” shop towels sampled from 26 different industrial sites had significantly higher concentrations of metals and chemicals than in 2003. The paper was written by Gradient researchers Leslie Beyer, Grace Greenberg and Barbara Beck, and was commissioned by KimberlyClark Professional. The researchers concluded that even after commercial laundering, the towels studied retain elevated levels of metals and oil and grease, which could result in worker exposures that exceed regulatory agency guidelines. Additionally, the laundered shop towels may unexpectedly introduce new metals that are not otherwise in a facility.

Chicopee J-Cloth awarded for innovation Chicopee’s J-Cloth 3000, the green cleaning solution, received the Innovation Trophy for best product during the recent Europropre exhibition in Paris, France. During the award ceremony, the jury referred to the combination of biodegradability, compostability and compliance with food contact clearance regulations as key factors that make the product unique in the market. Christian Briday, Chicopee’s sales director for France, Spain and Portugal, expressed the enthusiasm with which Chicopee has received the news of winning this Innovation Trophy. He stated that the “Federation des Entreprises Proprete et Services Associes” (FEP) and the journal services are well respected authorities. The award serves as a confirmation that environmentally friendly products are gaining importance increasingly in the market. The award winning J-Cloth 3000 is a biodegradable and compostable product in the segment of disposable wipes. The product was tested by an independent test institute. Based on the test report, the German institute Din-Certco has allowed J-Cloth 3000 to use the seedling logo, In addition, the J-Cloth 3000 is certified for Food Contact Clearance by ISEGA.

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HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Wipes that soothe baby’s skin

The fiber matters Since a baby’s skin is sensitive, chemicals or rough-textured materials can turn diaper changes into a real challenge. As a result, gentleness is the first requirement of a baby wipe. Wipes made from TENCEL® and Lenzing Viscose® are soft and naturally pure to avoid irritation of the skin. Numerous certificates approve the purity of Lenzing Fibers. TENCEL® and Lenzing Viscose® are not only gentle to the skin but also to our environment. Lenzing fibers are produced from wood, thus combining functionality with the benefits of a renewable raw material and full biodegradability.

www.lenzing.com

WIPES MARKET WATCH

Rory Holmes, president of INDA, Association of the Nonwoven Fabrics Industry, Cary, NC, USA, says, “The findings of these researchers, building on the original work conducted in 2003 by Gradient, provides the second study of its kind confirming the potential health hazards of exposure to metals risked by using laundered shop towels. When Gradient analyzed laundered shop towels in 2003, they found that significant amounts of lead, cadmium and antimony could be ingested by workers who use just 2.5 towels per day,” Holmes says. “The recently released study shows that workers are risking exposure to even greater amounts of these metals, as well as several additional substances that were not identified the first time around.”

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Holmes refutes assertions that the Gradient study motives are biased. “The independent study, which was commissioned by Kimberly-Clark Professional, allowed Gradient researchers to analyze data from laundered shop towels used across various manufacturing industries, Holmes says. The towels were then submitted to an independent lab for testing. This science is established and is frequently used to assess exposure, Holmes points out, adding that the initial study in 2003 was peer-reviewed. The nonwovens industry provides products that are free of these residues and are used by men and women in the workplace every day,” Holmes says. “Manufacturers face an unexpected worker exposure issue: workers

using just one or two shop towels a day may be exposed to elevated levels of heavy metals, compared to healthbased exposure guidelines,” says Barbara Beck, principal at Gradient, who has testified before the U.S. Congress on lead toxicology issues. “Without knowing it, manufacturing workers may be ingesting certain heavy metals at elevated levels from this unexpected source. For some of these metals, the amounts ingested may be greater than allowed in drinking water on a daily basis,” Beck adds. “Because towels are used and then laundered multiple times and are often delivered to different companies each time, workers may even be exposed to metals that do not otherwise exist in their work environment.” HPCW

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Ingenious packaging, great contents Intelligent packaging technology for paper tissues, femcare products, diapers, paper rolls, and wet wipes: The machines and lines from Optima Group Nonwovens impress by unprecedented flexibility and output. Combined with outstanding machine availability, the systems support highly efficient processes. Not to mention the additional benefits at the Point of Sale being: Definable product compression and the variability of formations allows for the tailoring of packages precisely to set requirements. The virtual all-round printability guarantees first-rate product presence at the POS. OPTIMA Machinery Corporation · Green Bay, WI, 54304 · USA · www.optima-usa.com

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OPTIMA AMOTEK SIEREM

Ahlstrom Unloads Wipes Business The company sells spunlace operation to Suominen in an effort to streamline its business. By Karen McIntyre, Editor

ast month, Ahlstrom announced it would exit the consumer wipes business, sharply abandoning its role as the world’s largest producer of wipe substrates in the world. Executives said the sale of the business to Suominen was in sync with its plan to focus on more value-added nonwoven markets. “We have been building our business portfolio based on offering high performance materials that allow our customers to differentiate and create value to their customers. We will continue to seek growth and global leadership in all segments in which we operate. This transaction allows us to free resources for strengthening and further developing our current businesses, especially in

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the fast-growing markets in Asia,” says Jan Lång, president and CEO at Ahlstrom. In addition to its current spunlace manufacturing assets, Finland’s Suominen also has a strong presence in the wipes market through its Suominen Codi Wipes division. “Needless to say, we are truly excited about the acquisition. Together with the assets, products and technologies purchased, our ability to serve our current and future customers on a global basis has improved significantly,” says Juha Jokinen, general manager of Suominen Nonwovens Ltd. Suominen’s philosophy in wipes has been to emphasize added value products, which have clearly per-

Ahlstrom activity over the last decade 18

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Teknoweb is the world technology leader in high speed converting machinery for wet wipes and wet toilet tissue

Lowest total cost of ownership!

Higher speed Less maintenance Reduced staffing Production flexibility

formed better compared with low price bulk products. Among its offerings are the Biolace range of sustainable products, a line that is attracting constant interest and demand in the market. These efforts are set to benefit from innovations in Ahlstrom’s supply chain which include a range of green wiping fabrics for a Ahlstrom’s Hydrospun wipes substrate is number of applica- a truly flushable and dispersible offering. tions as well as Hydrospun, a truly dispersible wiping substrate that responds to the industry’s need for flushable wipe products. According Ahlstrom executives, the divestment is in line with its strategy to steer the company towards a more focused business and product portfolio. In 2009, Ahlstrom conducted a strategic review leading to a revised organization and operating model. However, it was not that long ago that Ahlstrom was bullish about its wipes business, which generated sales of about €291 million and an operating profit of €6.1 million in 2010. In mid-2008, the company even split its nonwovens business into two divisions, Advanced Nonwovens and Home & Personal Care (which encompassed its wipes assets). At the time, the company said the new structure would better showcase the strength of Ahlstrom’s nonwovens business, especially in wipes. This reorganization of course came after a steady stream of wipes investments that made the company the world’s largest maker of spunlace fabrics globally. The first of these acquisitions came in mid-2007 when it acquired a one-line operation in Green Bay, WI, and promptly added a second line there; the next year, two major acquisitions, Fiberweb and Orlandi, added facilities in Italy, Spain and Bethune, SC, as well as more than €150 million in potential sales revenue to the operation. At the time, executives said these acquisitions not only added size to the business but also diversified Ahlstrom’s offerings to the market. “In order to compete in the wipes market in the future, nonwoven material manufacturers must provide differentiated products. Ahlstrom is positioned well to compete as we have 20

developed new equipment and processes that allow us to deliver innovation and exciting materials.” Later that year, Ahlstrom announced it would add a spunlace operation in Louveira, Brazil—making it South America’s first maker of spunlace for wipes—in an effort to chase growth there. The business remained status quo for a number of months after that, quietly integrating its acquisitions and focusing on growth. Then, in January 2009, it said it would permanently close its Gallarate and Carbonate, Italy, spunlace facilities as well as one line in Cressa, Italy, as part of a company wide restructuring in response to weakening demand. Later, the company reversed the decision to close Carbonate, but in May 2010, Ahlstrom said it would close that plant in an effort to increasing capacity, efficiency and breadth of product range. Even as recently as May, Ahlstrom continued to focus on wipes, saying that the Americas, Europe and Asia continue to provide growth opportunities for Ahlstrom in the wipes market. “Innovations in wipes underpins Ahlstrom’s business strategy and the market will continue to see new products being introduced to this important segment of the company’s business,” says marketing manager Alistair Brown.

“Together with the assets, products and technologies purchased, our ability to serve our current and future customers on a global basis has improved significantly.” Even as it moves out of wipes, Ahlstrom will still remained tied to the market. Under the terms of the agreement with Suominen, Ahlstrom will receive a total of €170 million in cash, of which Ahlstrom has committed to use a total of €30 million to subscribe for shares in Suominen. The deal will make Ahlstrom the largest shareholder in Suominen with a minimum stake of 20% and a maximum stake of 28.2% depending on the size of the share issue. The cash portion of the deal will be adjusted accordingly. Ahlstrom has agreed to a two-year lock-up period for a minimum of 20% ownership in holding its Suominen shares. HPCW HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

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Nice-Pak:

World’s largest wet wipes producer The company focuses on innovation to add value to wipes. fter pioneering more than 50 years in the growing wet wipes category, Nice-Pak has focused on innovation throughout the entire wipes supply chain. Currently, one of the world’s leading wet wipes producers with more than 125 billion wipes produced each year, Nice-Pak has expertise in baby, healthcare, food service and consumer retail wipes. The company is based in Orangeburg, NY, but has state-of-the-art manufacturing facilities in the US, the UK and Germany, and plans to expand into the AsiaPacific region. The company has evolved and grown by meeting consumer and retailer needs.

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History of innovation Nice-Pak has a track record of in-market growth that beats the competition by keeping our customers ahead of the market, according to Rahul Mehrotra, Nice-Pak’s vice president of strategy and consumer insights, “We partner with retailers to understand their long-term strategy and then we work to deliver against that, leveraging our deep consumer insights, product development and category management.” In packaging, Nice-Pak has developed innovations preferred by consumers. These include the first tub for store brand baby wipes, the first refillable pack, the first resealable travel pack and the first reclosable solo lid. The company was also the first to offer a club box and the first with “tissue-like dispensing.” The technology behind the wipe itself has also evolved over the years with numerous improvements in softness and strength including the first hydroembossed spunlace wipe and the first wipe to use cotton and later organic cotton. “Nice-Pak understands what consumers, particularly moms, want in a wipe. She seeks value but insists on high quality. More moms are trying store brand baby wipes and are sticking with the store brand, especially when it performs as well as the higher priced 22

options,” says Rahul Mehrotra. Most recently, Nice-Pak has innovated with the first 100% renewable wipe with Tencel fibers from Lenzing to meet Costco’s need for the highest quality product based on a 100% renewable raw material. Kirkland Signature baby wipes appeal to parents because they combine functionality with environmental responsibility. Tencel offers a smooth fiber surface which makes the wipes ultra soft and gentle while still being very strong. Nick Hrinko, marketing director for Business Unit Nonwovens at Lenzing in the US, says, “This is the first time a US retailer has featured Tencel on a wipes package. We are proud to supply Nice-Pak and Costco with Tencel from our plant in Mobile, AL.”

Future innovation in sustainability The use of Tencel and other renewable raw materials shows Nice-Pak’s commitment to sustainability, which it defines as “Meeting the needs of the present without compromising the ability of future generations to meet their own needs.” Nice-Pak believes that no company is an island and works closely with its suppliers, customers and consumers to develop products that meet customer needs and are good for the environment. The company is working to reduce energy, waste sent to landfills and the amount of water used in processing. Successes include zero percent landfill plants, less packaging through tighter webs and cases, reduction in the number of plastic tubs sold, the introduction of ecopack design and the utilization of 100% sustainable fibers like Tencel. Nice-Pak continues to innovate and partner with retailers to put a more strategic focus on their own brands. The company delivers consumer insights, category leadership, cutting edge products and ongoing innovation, all with a value proposition that can generate product trial and repurchase among shoppers. HPCW HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

D

Wipes With

Recycled Fibers Wipes makers have recycled fibers at their disposal for manufacturing, with perhaps more on the way.

By Steve Katz

nvironmental sustainability is not a fad. Survey most any industry, and chances are, at or near the top of the list of major issues at hand, is how to become and maintain an eco-friendly business. Consumers are demanding it, and in turn, brands are passing on the need to source sustainable materials to their suppliers. Reduce. Reuse. Recycle. These three words have become synonymous with the Green Movement. But in the nonwovens wipes industry, they’re tricky to apply. After all, a wipe is a product that is not reused – it’s discarded after use. And as a cleaning product, wipes are in direct competition with reusable rags. But when it comes to recycling, however, wipes manufacturing has made some serious headway. While the wipes themselves won’t get tossed in the recycle bin after use, it’s how they’re being made that counts, as they can be produced using a variety of recycled fibers. With demand for consumer and industrial wipes being forecast to increase 4.3% per annum to $2.3 billion in 2014, market research firm The Freedonia Group says demand will actually decelerate from rates achieved from 2004 to 2009 due to increasing market maturity and a shift in preferences to more environmentally friendly consumer goods and cleaning methods. So, in response to the green trend, wipes manufacturers can appeal to consumers by developing more environmen-

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tally friendly products, such as those that are not only biodegradable, but also made from recycled fibers. The demand is there. And organizations and manufacturers alike are researching and developing ways to convert these recycled fibers into wipes, and some have already hit the market.

PET project “Use of recycled fibers produces an equivalent wipe product and goes through the same testing and approvals as virgin, yet it is environmentally friendly and sustainable,” states David Poole, CEO of Poole Company, a Greenville, SC distributor of recycled fibers and PET fiber. PET (PolyEthylene Terephthalate) is a strong but lightweight form of clear polyester, used for beverage containers. Poole Company offers EcoSure, a recycled fiber available as an end use wipe. EcoSure falls into the category of a post consumer recycle (PCR) product. “PCR is the ‘highest’ level of recycling, meaning it is specifically diverting items from a landfill that have completed their intended use,” Poole explains. “For example, empty plastic water bottles (PET) are used to create EcoSure fibers and otherwise would be destined for a landfill. Poole Company takes a product created as disposable – the water bottle – and is able to diminish the negative impact on the environment by recycling it into fiber and giving it another life.” HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Plastic water bottles become wipes and other nonwoven products with Poole Company’s EcoSure recycled fibers. The environmental impact of recycling PET, according to the National Association for PET Container Resources (NAPCOR), includes reduced energy consumption by 84% and greenhouse emissions by 71% (compared to using virgin fiber). Annual recycling of 1.5 billion pounds of PET containers into fiber resulted in 46 trillion BTUs of energy saved – enough to power 486,000 US homes for a year. It also resulted in 1.25 million tons of greenhouse gas emissions kept out of our atmosphere, which, according to NAPCOR, is equal to the removal of 190,000 vehicles from US highways. These are some pretty impressive numbers. Here’s more: 85 16-oz PET bottles will produce the fill for one sleeping bag, five two-liter PET bottles will make one square foot of polyester carpet, an extra large T-shirt or filling for a ski jacket. Using similar methodology of NAPCOR, Poole Company applied calculations to the nonwovens market, and determined that five 16-oz PET bottles will produce one 72count box of wipes (based on 52 gram wipes made with 70% EcoSure and 30% other). And five 16-oz PET bottles will produce the acquisition distribution layer for one 72count box of diapers. “EcoSure fiber is a sustainable option for consumers and manufacturers wanting to be environmentally responsible. It is an excellent alternative to virgin fiber and with equivalent quality,” David Poole says, emphasizing that while EcoSure is an excellent alternative, the quality of the wipe is not sacrificed, and even results in a softer product. “An additional benefit of using a recycled fiber such as EcoSure for wipes and nonwoven applications is a softer, gentler product, as a result of Poole Company’s proprietary processes, and because bottle polymers are designed to be more elastic compared to virgin-fiber polymers. The 26

fiber polymer chemistry helps with fiber tactile properties versus virgin-polymer fibers,” he says. The process of how a PET bottle becomes a nonwoven wipe starts when the bottle is collected by independent private and public collection agencies. Then the PET undergoes a rigorous sorting and washing process and ground into flake. “This sanitization process for EcoSure meets the same standards as the recycled flake that goes into producing soda and water bottles,” Poole says. During the fiber–making process, the flake is melted down at 290°C into liquid polymer. The liquid polymer is extruded and spun into polyester staple fiber using the same process as high-quality staple virgin fibers. The fiber is purchased and used by manufacturers to produce nonwoven fabrics, using spunlace, thermal or adhesive bonding, as well as needlepunching processes. “The fiber is also widely used in textiles and industrial products, again performing equivalent to fibers made from virgin polymer, yet with sustainable advantages,” says Poole. EcoSure fibers range from 1.2 denier to 500 denier and are made from 100% PCR PET. “Very few manufacturers can make the whole gamut of denier using recycled fibers,” Poole says, adding that EcoSure is available as a true 1.2 denier for hygiene-grade technical nonwoven operations all the way up to a 500 denier for production of industrial scrub pads. “Generally speaking, softer fabrics require a smaller denier, which Poole Company is successfully able to produce with a recycled fiber,” says Poole. “EcoSure is suitable for hygiene (wipes, diaper linings, etc.), industrial nonwoven products (industrial wipes, furniture, automotive, filtration, insulation, scrub pads, foam-replacement seat cushions), geotextiles for erosion control such as American Excelsior Recylex, where 100% of loose web is made from EcoSure and all types of textile products such as apparel, socks and home fabrics. “EcoSure is a very good fit for single-use items like wipes where earth-friendly and sustainable issues are problematic. Wipes with virgin content are used once and thrown away. Wipes made with EcoSure fibers essentially have two lives – its life as the original PET product and its life as a wipe – doubling its intended use and therefore reducing the environmental impact and giving a product a second life,” Poole says. Poole Company made EcoSure third-party certified by SCS (Scientific Certification Systems) in 2010 – the first in North America to receive certification in PET staple fiber. And the certification was renewed in 2011. To date, less than five companies worldwide have this distinction in the PET category. “Years ago, sustainability efforts in nonwovens were HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

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primarily focused on packaging. More recently the market shifted to using eco-friendly methods in the manufacture of wipes, and this is primarily done in one of two ways. Today, some wipes are made from recycled materials such as PET while others address sustainability through decomposition efforts (PLA) that require specific environments and conditions to biodegrade. “Although each has environmental positives and varying levels of success, both processes impact the ecosystem differently with vastly different carbon footprints and results. Another interesting note is that, in theory, nonwovens made from EcoSure could be recycled again and given an additional life, if advances were made in the collection of recyclables market. For example, Poole is undergoing this now with a customer in the woven and knit market where the institutional product will be manufactured with EcoSure, and at the end of the products’ desired life, it will be recycled and then put into new life once again. By using EcoSure, the product has the ability to be recycled and repurposed again and again, extending or diverting it altogether from a landfill. Giving a product that was once disposable a new life – or two or three – is special.”

Picking cotton Cotton products have been recycled for quite some time, long before the sustainability revolution. Cotton jeans, tshirts, shirts and other clothing, plus sheets, towels, etc. have been donated or re-sold through thrift shops for decades. More recently, cotton products (clothing, home textiles and cutting room scraps) have found new, recycled lives in different products. After the trimmings – zippers, grommets, etc. – are removed, the raw materials are transformed through processes like garneting back to a fiber form and baled. This cotton then becomes a raw material for other uses. And the wipes market is one where the life of a cotton fiber is getting extended. “Recycled cotton has been used for wipes and is expected to grow over the years to come,” says Jan O’Regan, director, strategic initiatives, Global Supply Chain Division, Cotton Incorporated, a nonprofit organization based in Cary, NC, USA, that’s dedicated to cotton research and marketing. “Cotton Incorporated touches every point of the cotton value chain from research into seed and soil to textile chemistry, technical support in manufacturing plants and of course, sustainability,” she says. Cotton’s use as a wipes fiber has been a growing trend in recent years, as myths regarding its efficiency and compatibility on nonwovens-making equipment have been challenged and overcome. (See Household & Personal Care Wipes, September 2005). For an indication of cotton’s successful penetration 28

into the wipes market, look no further than Rockline Industries’ Regenerated Cotton Wipe. The product won the Visionary Award for the most innovative use of a nonwoven in a consumer product for 2010. “Although this particular wipe was a brand sold in England, Rockline has also worked with recycled/regenerated companies for US product lines,” O’Regan says. “Many nonwovens manufacturers that produce spunlace material for wipes have at least tested the use of these fibers,” O’Regan says, adding, “The advantages are many, including variability in length – recycled cotton fiber is likely to be more variable in length than virgin cotton, which by its nature has variability. This might or might not have an impact on carding,” she says, noting that another advantage of using recycled cotton is the assurance that no dark colored fibers find their way into a bale of white fiber – an issue that a user doesn’t have with virgin fiber. Cost is another factor. Recycled cotton fiber is considerably less expensive, according to O’Regan, but it's cotton’s sustainable attributes that she keys in on. She says, “Cotton has a great sustainability story. It’s a product of Mother Nature. It has been supporting life on earth for many thousands of years. It is annually renewable. Cotton provides food as well as fiber. The seeds are high in protein and in demand as feed for cows. The stems, branches and burrs left on the fields provide nourishment for good soil health. Cotton fiber is 100% cellulose. It comes from Mother Nature and returns to Mother Nature through a natural biodegradation. In fact, in a compost pile, it biodegrades more than 90% in 28 days. Recycled cotton has an even better story. In addition to all of the above, the multiple use of the same raw material provides more sustainable benefits from the same crop.”

SMART thinking The Secondary Materials And Recycled Textiles association is an organization devoted to the recycling cause. An international organization, and one that’s been around since 1932, SMART has a hand in all facets of the recycling stream. Successful recycling relies on interdependence, and this is one of the SMART’s themes. Reusing and recycling is effective when there is cohesion and communication between the raw material source and the product manufacturer. And in the case of wipes, SMART has developed an extensive network of companies from both the supplier and manufacturing sides, and also in the realm of education, advocacy and community. “SMART as an organization has only three markets to look out for and represent: wipes, used clothing and texHOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

E

tile fibers. SMART’s mission is to reduce the amount of textiles going into landfills by finding new uses for them,” explains Larry Groipen, president of the SMART executive boards, and also president of ERC Wiping Products, Lynn, MA, USA. Groipen says being a member of SMART is a valuable business tool for both the manufacturing and sales segments. “SMART members collect, sort and process textiles from both post consumer and post industrial markets. Other SMART members manufacture, convert, package and sell wipes made from recycled fibers. SMART members that sell wipes supply them as a primary item rather than a secondary item such as a Jan-San or industrial distributor. Therefore, SMART members tend to sell more wipes,” Groipen says. “SMART members are a source of raw materials for fiber producers and wipe producers. SMART members are also an outlet for off spec material.” But when it comes to nonwovens wipes being manufactured from recycled textiles, it’s something that SMART member are unsure about, but certainly is something that they want and expect to see. “As for

wipes made with fibers from post consumer textiles such as clothing or household textiles, there might be issues relating to impurities that technology has not caught up with. In the perfect world, textile fibers would give strength and absorbency to a wipe,” Groipen says, adding, “I would like to see some experimenting take place because SMART is working with local, state and federal recycling agencies to encourage more textile diversion from landfills. And without greater markets for fibers made from clothing, there may be a limit on how much can be recycled.” Groipen emphasizes that SMART members would like to see wipes made with recycled fibers. He says, “It is our hope to encourage SMART and INDA members to work together to develop these wipes. If a wipe could be produced using post consumer textile fibers from clothing, there would be a great selling message. It would certainly highlight the value of disposable wipes over rented shop towels.” For more information about SMART, visit www.smartasn.org. HPCW

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Emerging Markets: Ripe for baby wipes Emerging markets represent four out of the top six markets in the world for diapers, by value, but none of the top six markets for baby wipes, according to the latest retail data. It is a telling disparity that exposes the fundamental weakness of baby wipes outside the world’s richest nations. By Beyhan Tamer, Sales and Market Development, Mogul

aby wipes are omnipresent in the retail sectors of Western Europe and North America, and this goes hand in hand with a growing culture of convenience consumption. Today, most parents are as discerning about baby wipes as they are about diapers. And, to boot, there is fierce competition between Procter & Gamble, Kimberly-Clark and Johnson & Johnson, as each bids to entice parents to their brands. To this end, Pampers recently revamped its baby wipes portfolio with new packaging and new names. The focus was on clearer segmentation, for example, between thick and thin sheets. Indeed, the depth and dynamism of segmentation in baby wipes is itself indicative of a FMCG (Fast Moving Consumer Goods) category in tune with its consumer base.

B

In emerging markets, the value of turning baby wipes from dispensable into indispensable would be hugely significant, not least because the category's highest value-developed markets are aging, with slow birth rates. It is relevant to consider, for example, that of the top 20 forecast growth markets for diapers – in absolute terms (meaning actual additional value) – these markets should be ripe terrain for new baby wipes business. Quite simply, both the demographics and the economics are more favorable in Latin America, Asia-Pacific and the Middle East/Africa than in either Europe or North America. And these macro variables are made all the more compelling by the category’s actual value opportunity. The disparity between the UK and Mexico bears this out. Specifically, provisional data for 2010

Western Europe

Turkey

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HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

shows that the baby wipes category is worth around $340 million in the UK, some 17 times higher than in Mexico. Yet, Mexico's baby population (aged 0-4 years) is more than two and a half times larger. Given the growing global homogeneity of FMCG consumption culture (and this is especially visible between the US and Mexico), it is reasonable to assume that the perception of baby wipes will be subject to revision in Mexico, and other emerging markets too. There is already evidence of this happening in Brazil, which has a similar economic and demographic profile to Mexico. Strikingly, absolute growth of baby wipes in Brazil, to 2014, is forecast to be the second biggest in the world, after the US. Turkey and China also look promising, yet the wider picture still puts baby wipes among the tissue and hygiene industry’s low impact emerging market categories. Globally, the baby wipes retail market is worth about $3.7 billion a year, compared with more than of $31 billion for diapers. That gap needs to be narrower. For example, if the diapers and baby wipes categories in the US are used as a benchmark, the global baby wipes market should be worth something closer to $6 billion. The current shortfall is almost certainly arising from underperformance in emerging markets. As 2011 takes shape, there has, arguably, never been a better opportunity to do something about it. The dominant diapers players have formidable emerging market momentum on their side, but surely it is time to develop a more effective, revamped strategic approach for their baby wipes. HPCW

On-shelf competition is fierce in the baby wipes market.

Mexico

Russia

Brazil

Latin America

Eastern Europe

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

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Wipes Market Up and Up on the

WOW presenters agree on one thing: Wipes remain strong across a number of regions. By Karen McIntyre, editor

mong the highlights of the World of Wipes (WOW) conference, held in June in Atlanta, GA was a breakdown of wipes market growth, opportunities and challenges in several key regions. These presentations, given by experts on their respective regions, showed how wipes are faring in North America, South America, China and Asia. What experts agree on is that wipes continue to be strong, although it is emerging areas that seem to have the most room for growth.

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North America As the wipes market surpasses the $4 billion mark in North America, manufacturers continue to uncover new ways to get consumers to buy wipes. In fact, the consumer market has outpaced industrial sales in the wipes market during the past 15 years. “Wipes volume quadrupled in 15 years,” INDA president Rory Holmes says. “Shares rose from 8.9% to 18.5% of total nonwovens by 2010.” Consumer wipes keeps increasing its share, expecting to represent 79% of total sales by 2015, compared to 65% in 1995. This increase can be attributed to strong

growth across the three major categories of wipes—personal, household and baby—which comprised $4 billion in 2010 compared to $1.6 billion in 2000. Growth is expected to continue, reaching $5.1 billion by 2015. Within the consumer segment, the breakdown between the three major categories has changed significantly between 1995 and 2010. In 1995, household applications comprised only 4% of consumer wipes, a figure that increased to 45% by 2010 on the strength of floor cleaning cloths, antibacterial wipes and other applications. Personal care wipes, meanwhile, upped its share from 8% to 26%, while baby care applications shrank their marketshare but still grew larger as the entire category increased more the five-fold to $4 billion. As the consumer wipes market continues to adjust to its diversification farther and farther beyond baby wipes, some of the key issues it is facing are private label competition, raw material price stability and the difference between spunlace and airlaid technology, Holmes adds. Last year, 52% of wipes made in the U.S. used spunlace while 24% used airlaid. A small percentage used spunlaid, wetlaid, carded or needlepunch.

South America

A snapshot of a grocery store shelf shows wipes are creeping into the mainstream in Brazil. 32

Presenting a look at the South American wipes market was Rick Jezzi, of R.D. Jezzi Associates, LLC in Atlanta, GA. While this population is characterized by low birth rates, opportunities abound because of the region’s low penetration, particularly in baby wipes. Currently only about half of diaper buyers buy baby wipes and this market is dominated largely by global players like Procter & Gamble or Kimberly-Clark. About 55-60% of the volume here is carded or spunmelt while the rest is spunlace. Jezzi estimated that penetration was about 20% last year and will reach 26% by 2015. This is significantly behind penetration in other disposable areas. According to Jezzi, growth in wipes—and other nonwovens categories—are being driven by a number of factors. These include increased participation of women in the labor force; a cultural emphasis on personal and aesthetic treatments and a general increase in purchasHOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

ing power among the population. Growth is being lead by pre-moistened baby wipes but personal care and cosmetic wipes are strong as well, growing 15% between 2008-2011. Having a harder time in the region are household wipes due to a cultural mindset regarding household chores.

China Meanwhile, in China wipes growth is being brought on by the rapid rate of investment in spunlace technologies. According to C.K. Wong who was presenting information compiled by CNTA, there are no fewer than 160 spunlace lines operating in China; 37 of these were supplied by more sophisticated European suppliers Andritz Perfojet and Fleissner Trützschler. A number of these lines make over 5000 tons of spunlace per year and total capacity is estimated at 325,000 tons. Of course, not all of this is serving wipes but numbers in this segment are impressive. According to Wong, sales in this market grew from $68 million to $157 million between 2003 and 2008 and are expected to reach

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

$230 million by 2013. Personal care applications, including baby care wipes, comprise the bulk of this market, comprising $155.9 million worth of sales.

Europe Heidi Beatty of Nice-Pak/PDI shared her take on the European wipes market, which is recovering slowly, Key opportunities are the aging population, Eastern European growth and unforeseen events like the Swine Flu; challenges include commodity prices, mounting regulatory pressures and brand positioning versus private label. The UK continues to be the largest market, with a €569 million value expected by 2014. Meanwhile, France and Germany are both in the €350 million range and Spain and Eastern Europe are slightly below €300 million. Beatty believes growth opportunities will be strongest in Eastern European countries where birth rates are rising at the same time as disposable incomes. Meanwhile, in the highly developed UK market, brands are increasing the sale of multipacks and other branded multi promotions to help increase growth. HPCW

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MEETINGS CALENDAR

SEPTEMBER Sept. 28-30: Outlook Personal Care Conference, Budapest, Hungary: More info: www.edana.org

OCTOBER Oct. 3-6: Research Innovation & Science for Engineered Fabrics, Sheraton Raleigh Hotel, Raleigh, NC: More info: www.inda.org; www.thenonwovensinstitute.com Oct. 12-14: SINCE 2011, The 14th Shanghai International Nonwovens Conference & Exhibition, Shanghai East Best Convention Center, Shanghai, China: More info: www.since11.com Oct. 16-19: Consumer Specialty Products Association (CSPA), New Horizons 2011, Ponte Vedra, FL. More info: www.cspa.org Oct. 23-27: INSIGHT 2011 International Conference, Hilton Minneapolis, Minneapolis, MN: More information: www.marketingtechnologyservice.com Oct. 25-26: SCC California Suppliers’ Day, Long Beach, CA. More info: www.caliscc.org

DECEMBER

(CSPA) 98th Annual Meeting, Marriott Harbor Beach Resort, Fort Lauderdale, FL. More info: www.cspa.org Dec. 8-9: Society of Cosmetic Chemists Annual Meeting, New York Hilton, New York, NY. More info: www.scconline.org

2012 JANUARY Jan. 24-26: VISION Consumer Products Conference: Hotel Intercontinental, New Orleans, LA: INDA, 919233-1210; Fax: 919-233-1282; [email protected]; www.inda.org. Jan. 30-Feb. 4: The American Cleaning Institute (ACI) Annual Meeting, Grand Lakes Marriott, Orlando, FL. More info: www.cleaninginstitute.org

JUNE June 5-7: World of Wipes (W.O.W.) conference, Hotel InterContinental, Chicago, IL: INDA, 919-233-1210; Fax: 919-233-1282; [email protected]; www.inda.org

Dec. 4-8: Consumer Specialty Products Association

AD INDEX Company Name Barnhardt Manufacturing BASF Cotton Inc. Elsner Engineering Inolex Chemical Co. Jeen International Jacob Holm Kansan Paper Converting Machinery Kleen Test Products Corp. Lenzing Lonza National Wiper Alliance NSC Nonwovens (Asselin/Thibeau) Optima Machinery Corp. Prime Label & Screen Inc. Quanzhou Chuangda Machinery Quanzhou DaChang Schülke & Mayr GmbH Teknoweb TJ Beall

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Website www.barnhardt.net www.basf.com www.cottoninc.com www.elsnereng.com www.inolex.com www.jeen.com www.jacob-holm.com www.kansanmak.com www.kleentest.com www.lenzing-nonwovens.com www.lonzabiocides.com www.nationalwiper.com www.nsc-nonwoven.com www.optima-usa.com www.primerls.com www.chuangdamachine.com www.chinadachang.cn www.schuelke.com www.teknowebsrl.com www.tjbeall.com

HOUSEHOLD & PERSONAL CARE WIPES/FALL 2011

Cotton like you’ve never imagined. Imagine a natural fiber that has required no water, heat, or chemicals to purify; causes no loss in production efficiency; and carries the marketing influence of one of the world’s most powerful brands.

We’re pleased to introduce the newest innovation for the UltraClean® line, UltraClean®-AM, our revolutionary virgin cotton fibers that are now sterilized for use in the hygiene and medical markets.

Contact us and learn how UltraClean® will have you seeing green in more ways than one.

P.O. Box 231 / West Point, Georgia 31833 Toll Free 800-231-2634 / email: [email protected] / www.tjbeall.com

In the race to market, think of us as your competitive advantage.

As a leading, full-service contract manufacturer, we’ve been helping brands put innovation in consumers’ hands for more than 65 years. Whether your aspirations are regional, national or global, our experience, flexibility and quality control can drive speed to market for you. To discover the powerful competitive advantage we can be, call 262.268.4747 or e-mail us at [email protected].

• Product development team on staff • Launch specialists • FDA validation group • 7 facilities – multiple manufacturing platforms • Flexible run sizes • FDA & EPA registered • Analytical & micro labs

Wet Wipes • Dryer Sheets • Liquid, Tube & Jar Filling • Die Cutting • Flammable Filling • Confectionery Packaging

Your Brands, In Trusted Hands.® www.kleentest.com