Karen McIntyre, Editor08.31.23
Two decades after Kimberly-Clark’s failed launch of moist toilet tissue (MTT) in 2001, the market for flushable wipes is poised to reach $1 billion in the next several years thanks to a blend of technological advancements, consumer demand and new product introductions that have changed many people’s bathroom hygiene habits.
According to consultant Richard Knowlson, the market received a significant boost during the Covid pandemic when toilet paper shortages encouraged consumers to try flushable wet wipes. “This behavior ‘stuck,’” he says. “A lot of consumers have continued to use these products over traditional toilet paper.”
This has propelled the market to become a major segment within the disposable wipes market. The flushable category is projected to double in terms of tonnage between 2015 and 2025 reaching 68,900 tons, and growth could even be stronger moving forward, according to Knowlson.
“If a major toilet paper company launches a wet alternative, the entire category would benefit from significant marketing and promotion efforts and it could grow even more quickly,” he adds.
Also boosting sales in the category is innovation. Before 2013, most flushable wipes were made from an ion triggered airlaid (Kimberly-Clark) or an entangled wetlaid (Suominen) material but as flushable wipes have expanded, so has technology. Jacob Holm entered the category in the mid-2010s with its Softflush and as patents have expired on older technologies, turnkey flushable systems from companies like Andritz and Trützschler/Voith have allowed a number of new companies to enter the market.
“The flushable wipes market has really been on a remarkable journey that has led to improved bathroom hygiene and convenience for consumers,” says Kyra Dorsey, principal of Glory Consulting. “Today’s flushable wipes can clear toilets, are compatible with wastewater systems, are not visible in the environment and are safe and non-toxic.”
Experts predict that in the next 18 months, moist toilet tissue’s share of the North American toilet paper market should hit 10% as growth of wet products, at 28%, outpace dry products, which are growing about 10% per year.
Growth in the category, meanwhile, is being achieved by major toilet care brands like Kimberly-Clark’s Cottonelle, as well as wipes market startups like Dude Wipes and Goodwipes and private labelers.
“The innovation pipeline is pretty focused on substrate innovation,” says Goodwipes founder and CEO Sam Nebel. “We are really excited about the future of the category. Recent economic challenges, like inflation, have not slowed down growth. Most of the time, once people change their habits, they are permanent.”
Beyond innovation, industry collaboration focused on testing methods assessing the flushability of wipes and labeling practices within the industry have helped defend the products against legislative action. A few years ago, the industry released the Fourth edition of Flushability Guidelines (GD4) for the wipes industry. In addition to requiring more stringent flushability testing for flushable wipes to be labeled as such, these guidelines also banned the marketing of all baby wipes as flushable and required more prominent labeling on non-flushable wipes. These were developed not just by wipes professionals but through a collaboration with wastewater agencies, which had previously been combative toward the wipes market.
“The wastewater industry fought hard to get rid of the category,” Dorsey adds. “They only wanted the three P’s—pee, poop and paper—to be flushed, but collaboration has led to more stringent requirements for what can be labeled flushable.”
In response, the industry innovated, creating substrates that could break up faster into smaller pieces. Flushability was no long judged solely by size but by dispersion rates.
Amidst these collaborations, consumer demand for flushable wipes has also led to significant investment in the category. Earlier this year Hangzhou Nbond Nonwovens Co., Ltd. (NBond) and Lenzing Group partnered to facilitate the innovation and application of Lenzing’s wood-based Veocel branded lyocell fibers in flushable nonwovens products, including moist toilet tissue, feminine hygiene products and other personal hygiene product offerings. NBond, one of the earliest manufacturers to launch flushable feminine care products globally, is also among the first to use Veocel fibers in flushable feminine care products. The companies say, with a focus on innovation, the partnership will feature long-term technical and innovation support towards the development of new nonwoven fabrics using Veocel fibers at NBond’s production facilities.
“Lenzing has been working closely with NBond for more than a decade. The new strategic partnership with NBond represents a milestone for both companies as we continue pioneering sustainable development of the industry and help addressing the growing demand for high quality sustainable and flushable nonwoven products in Asia and globally,” says Steven Tsai, senior regional commercial director for Nonwovens Asia, Lenzing. “With Veocel’s expertise and NBond’s technical knowledge and consumer brand network, we are well-positioned to advance new innovations and product applications which meet the evolving needs of consumer brands and enable them to stand out from the crowded marketplace of nonwovens products.”
NBond’s flushable products have been introduced in the U.S., Europe, Asia-Pacific, and more. In China and the Asia-Pacific region, in particular, NBond has collaborated with mainstream household brands such as Kimberly-Clark, Vinda, and BabyCare on flushable products.
Another wet wipes supplier, Albaad, also reports it is using Lenzing’s upgraded lyocell shortcut fibers for its Hydrofine flushable wetlaid product for wipes in Europe.
“We are proud to cooperate with the global Lenzing group in developing improvements for lyocell fibers and bringing new innovation that enhances our Hydrofine product and improves the production process. Our unique Hydrofine product, which is considered a breakthrough in the flushable market, is based on these upgraded fibers that help to increase production efficiency, reduce the level of waste and improve customer satisfaction. Collaborating with Lenzing’s R&D team was a valuable experience that provided both sides with great knowledge. Albaad is committed to innovation, to reducing the industry’s carbon footprint, and to ensuring continued improvement of our products’ performance,” says Jacob Heen, CEO of Albaad.
The new finish of the upgraded lyocell shortcut fibers offers protection against mechanical stress at commonly used water temperatures such as 0°C to 40°C during the wetlaid production process. This helps to avoid the creation of fiber lumps during the opening and dilution of fibers in preparation tanks. The finished product will also have enhanced physical quality and appearance thanks to the upgraded finish which improves web formation during the process.
Meanwhile, a new player in the U.S. market, Acmemills, has launched Natura, a revolutionary line of flushable and compostable wipes. Designed to address the growing need for environmentally friendly personal hygiene products, Natura offers a sustainable solution that aligns with Acmemills’ commitment to responsible manufacturing.
Recognizing the urgency to tackle the issues posed by non-flushable wipes in municipal water systems, Acmemills has commissioned new state-of-the-art equipment to enhance Natura’s production capabilities. With the introduction of a 2.4-meter and 3.5-meter-wide hydroentangle line, Acmemills is equipped to meet the increasing demand for flushable wipes while maintaining the highest quality standards.
Natura sets itself apart through the utilization of 100% natural fibers, derived from sustainable bamboo pulp. Bamboo, renowned for its rapid growth and minimal ecological impact, serves as the primary source fiber for Natura production.
“We are thrilled to introduce Natura as the ultimate solution to the environmental challenges posed by non-flushable wipes,” says Matt Utley, CSO of Acmemills. “Our investment in cutting-edge technology, combined with our commitment to sustainable sourcing, demonstrates our dedication to providing eco-conscious consumers with a reliable and responsible choice. Natura not only offers an effective alternative, but it also contributes to the well-being of our planet.”
As the industry has reached a phase of collaboration with former skeptics in the wastewater industry and new products are lining store shelves, recent efforts have focused on consumer education. Led by the Responsible Flushing Alliance (RFA), a consumer advocacy group, wipes manufacturers are educating consumers to set the record straight about flushable and non-flushable wipes. This group has developed educational programs and social media platforms to better educate consumers about flushability.
These efforts have been particularly helpful in states like California where consumer education is a part of legislation that also requires prominent Do Not Flush labeling on non-flushable wipes. According to Lara Wyss, RFA’s managing director, RFA has seen an uptick in awareness and adoption of the #Flushsmart messaging, through outreach, social media and advertising. “However, to truly move the needle, wipes and personal products manufacturers must support these efforts,” she adds.
In addition to the California legislation, similar laws have been passed or are under review in several U.S. states and a nation-standard in labeling—the Federal Wipes Act—is being examined.
Earlier this year, RFA released insights from a survey of California consumers measuring general awareness of the “Do Not Flush” symbol. It also measured Californians’ understanding of what common household products are not flushable.
The survey concluded that while 90% of respondents indicated they are at least somewhat knowledgeable about what can be flushed safely, a notable portion of consumers still falsely believe it is safe to flush baby wipes (26% of respondents), disinfecting wipes (17%), and makeup wipes (18%).
“When you look at the data, we see there is a clear disconnect between perception and reality,” says Wyss. “Consumers are largely aware of the ‘Do Not Flush symbol’ (75% somewhat or very familiar) and can even recall where they’ve seen it (44%), but 60% of respondents still claim they flushed something non-flushable in the past year. When the wrong things are flushed, it can cause massive problems in the form of clogs and fatbergs in California communities and home pipes.”
The National Association of Clean Water Agencies (NACWA) estimates that flushing wet wipes not designed to be flushable resulted in about $47 million a year for California in additional operating costs for the state. On the municipal level, the average utility pays about $100,000 a year in additional collection system operating costs due to the issues caused by inappropriately flushed wet wipes.
On a positive note, the survey found a growing awareness of the “Do Not Flush” symbol and receptivity among consumers for education campaigns revolving around protecting the environment, maintaining home health, and preventing costly home and infrastructure damage. This is a six-point increase (from 69% to 75%) in awareness from the baseline survey conducted in the Fall of 2021.
“We know consumer education works; we’ve seen that in our 2022 pilot campaign,” Wyss says. “It’s just a matter of connecting with the audience on the issue in a way that hits close to home, making sure we’re getting the message out to as many people as we can.”
According to consultant Richard Knowlson, the market received a significant boost during the Covid pandemic when toilet paper shortages encouraged consumers to try flushable wet wipes. “This behavior ‘stuck,’” he says. “A lot of consumers have continued to use these products over traditional toilet paper.”
This has propelled the market to become a major segment within the disposable wipes market. The flushable category is projected to double in terms of tonnage between 2015 and 2025 reaching 68,900 tons, and growth could even be stronger moving forward, according to Knowlson.
“If a major toilet paper company launches a wet alternative, the entire category would benefit from significant marketing and promotion efforts and it could grow even more quickly,” he adds.
Also boosting sales in the category is innovation. Before 2013, most flushable wipes were made from an ion triggered airlaid (Kimberly-Clark) or an entangled wetlaid (Suominen) material but as flushable wipes have expanded, so has technology. Jacob Holm entered the category in the mid-2010s with its Softflush and as patents have expired on older technologies, turnkey flushable systems from companies like Andritz and Trützschler/Voith have allowed a number of new companies to enter the market.
“The flushable wipes market has really been on a remarkable journey that has led to improved bathroom hygiene and convenience for consumers,” says Kyra Dorsey, principal of Glory Consulting. “Today’s flushable wipes can clear toilets, are compatible with wastewater systems, are not visible in the environment and are safe and non-toxic.”
Experts predict that in the next 18 months, moist toilet tissue’s share of the North American toilet paper market should hit 10% as growth of wet products, at 28%, outpace dry products, which are growing about 10% per year.
Growth in the category, meanwhile, is being achieved by major toilet care brands like Kimberly-Clark’s Cottonelle, as well as wipes market startups like Dude Wipes and Goodwipes and private labelers.
“The innovation pipeline is pretty focused on substrate innovation,” says Goodwipes founder and CEO Sam Nebel. “We are really excited about the future of the category. Recent economic challenges, like inflation, have not slowed down growth. Most of the time, once people change their habits, they are permanent.”
Beyond innovation, industry collaboration focused on testing methods assessing the flushability of wipes and labeling practices within the industry have helped defend the products against legislative action. A few years ago, the industry released the Fourth edition of Flushability Guidelines (GD4) for the wipes industry. In addition to requiring more stringent flushability testing for flushable wipes to be labeled as such, these guidelines also banned the marketing of all baby wipes as flushable and required more prominent labeling on non-flushable wipes. These were developed not just by wipes professionals but through a collaboration with wastewater agencies, which had previously been combative toward the wipes market.
“The wastewater industry fought hard to get rid of the category,” Dorsey adds. “They only wanted the three P’s—pee, poop and paper—to be flushed, but collaboration has led to more stringent requirements for what can be labeled flushable.”
In response, the industry innovated, creating substrates that could break up faster into smaller pieces. Flushability was no long judged solely by size but by dispersion rates.
Amidst these collaborations, consumer demand for flushable wipes has also led to significant investment in the category. Earlier this year Hangzhou Nbond Nonwovens Co., Ltd. (NBond) and Lenzing Group partnered to facilitate the innovation and application of Lenzing’s wood-based Veocel branded lyocell fibers in flushable nonwovens products, including moist toilet tissue, feminine hygiene products and other personal hygiene product offerings. NBond, one of the earliest manufacturers to launch flushable feminine care products globally, is also among the first to use Veocel fibers in flushable feminine care products. The companies say, with a focus on innovation, the partnership will feature long-term technical and innovation support towards the development of new nonwoven fabrics using Veocel fibers at NBond’s production facilities.
“Lenzing has been working closely with NBond for more than a decade. The new strategic partnership with NBond represents a milestone for both companies as we continue pioneering sustainable development of the industry and help addressing the growing demand for high quality sustainable and flushable nonwoven products in Asia and globally,” says Steven Tsai, senior regional commercial director for Nonwovens Asia, Lenzing. “With Veocel’s expertise and NBond’s technical knowledge and consumer brand network, we are well-positioned to advance new innovations and product applications which meet the evolving needs of consumer brands and enable them to stand out from the crowded marketplace of nonwovens products.”
NBond’s flushable products have been introduced in the U.S., Europe, Asia-Pacific, and more. In China and the Asia-Pacific region, in particular, NBond has collaborated with mainstream household brands such as Kimberly-Clark, Vinda, and BabyCare on flushable products.
Another wet wipes supplier, Albaad, also reports it is using Lenzing’s upgraded lyocell shortcut fibers for its Hydrofine flushable wetlaid product for wipes in Europe.
“We are proud to cooperate with the global Lenzing group in developing improvements for lyocell fibers and bringing new innovation that enhances our Hydrofine product and improves the production process. Our unique Hydrofine product, which is considered a breakthrough in the flushable market, is based on these upgraded fibers that help to increase production efficiency, reduce the level of waste and improve customer satisfaction. Collaborating with Lenzing’s R&D team was a valuable experience that provided both sides with great knowledge. Albaad is committed to innovation, to reducing the industry’s carbon footprint, and to ensuring continued improvement of our products’ performance,” says Jacob Heen, CEO of Albaad.
The new finish of the upgraded lyocell shortcut fibers offers protection against mechanical stress at commonly used water temperatures such as 0°C to 40°C during the wetlaid production process. This helps to avoid the creation of fiber lumps during the opening and dilution of fibers in preparation tanks. The finished product will also have enhanced physical quality and appearance thanks to the upgraded finish which improves web formation during the process.
Meanwhile, a new player in the U.S. market, Acmemills, has launched Natura, a revolutionary line of flushable and compostable wipes. Designed to address the growing need for environmentally friendly personal hygiene products, Natura offers a sustainable solution that aligns with Acmemills’ commitment to responsible manufacturing.
Recognizing the urgency to tackle the issues posed by non-flushable wipes in municipal water systems, Acmemills has commissioned new state-of-the-art equipment to enhance Natura’s production capabilities. With the introduction of a 2.4-meter and 3.5-meter-wide hydroentangle line, Acmemills is equipped to meet the increasing demand for flushable wipes while maintaining the highest quality standards.
Natura sets itself apart through the utilization of 100% natural fibers, derived from sustainable bamboo pulp. Bamboo, renowned for its rapid growth and minimal ecological impact, serves as the primary source fiber for Natura production.
“We are thrilled to introduce Natura as the ultimate solution to the environmental challenges posed by non-flushable wipes,” says Matt Utley, CSO of Acmemills. “Our investment in cutting-edge technology, combined with our commitment to sustainable sourcing, demonstrates our dedication to providing eco-conscious consumers with a reliable and responsible choice. Natura not only offers an effective alternative, but it also contributes to the well-being of our planet.”
As the industry has reached a phase of collaboration with former skeptics in the wastewater industry and new products are lining store shelves, recent efforts have focused on consumer education. Led by the Responsible Flushing Alliance (RFA), a consumer advocacy group, wipes manufacturers are educating consumers to set the record straight about flushable and non-flushable wipes. This group has developed educational programs and social media platforms to better educate consumers about flushability.
These efforts have been particularly helpful in states like California where consumer education is a part of legislation that also requires prominent Do Not Flush labeling on non-flushable wipes. According to Lara Wyss, RFA’s managing director, RFA has seen an uptick in awareness and adoption of the #Flushsmart messaging, through outreach, social media and advertising. “However, to truly move the needle, wipes and personal products manufacturers must support these efforts,” she adds.
In addition to the California legislation, similar laws have been passed or are under review in several U.S. states and a nation-standard in labeling—the Federal Wipes Act—is being examined.
Earlier this year, RFA released insights from a survey of California consumers measuring general awareness of the “Do Not Flush” symbol. It also measured Californians’ understanding of what common household products are not flushable.
The survey concluded that while 90% of respondents indicated they are at least somewhat knowledgeable about what can be flushed safely, a notable portion of consumers still falsely believe it is safe to flush baby wipes (26% of respondents), disinfecting wipes (17%), and makeup wipes (18%).
“When you look at the data, we see there is a clear disconnect between perception and reality,” says Wyss. “Consumers are largely aware of the ‘Do Not Flush symbol’ (75% somewhat or very familiar) and can even recall where they’ve seen it (44%), but 60% of respondents still claim they flushed something non-flushable in the past year. When the wrong things are flushed, it can cause massive problems in the form of clogs and fatbergs in California communities and home pipes.”
The National Association of Clean Water Agencies (NACWA) estimates that flushing wet wipes not designed to be flushable resulted in about $47 million a year for California in additional operating costs for the state. On the municipal level, the average utility pays about $100,000 a year in additional collection system operating costs due to the issues caused by inappropriately flushed wet wipes.
On a positive note, the survey found a growing awareness of the “Do Not Flush” symbol and receptivity among consumers for education campaigns revolving around protecting the environment, maintaining home health, and preventing costly home and infrastructure damage. This is a six-point increase (from 69% to 75%) in awareness from the baseline survey conducted in the Fall of 2021.
“We know consumer education works; we’ve seen that in our 2022 pilot campaign,” Wyss says. “It’s just a matter of connecting with the audience on the issue in a way that hits close to home, making sure we’re getting the message out to as many people as we can.”
