Report overview
The flushable nonwovens market is growing at attractive rates, driven by evolving standards, new regulations, and expanding markets – particularly in Asia, where consumer penetration remains low, despite a large and growing base. North America and Europe remain the largest, most mature markets.
However, global supply is currently around twice demand, creating significant downward pressure on prices and producer profitability. This oversupply is expected to persist through 2030, even as demand grows more than three times faster than supply additions.
There is ongoing development in the hydroentangled wetlaid process, enabling genuinely flushable, high-performance products. Labelling requirements dominate the regulatory landscape in 2026, while the search for a universally accepted flushability standard continues.
Key questions answered within this report
- How will producers manage profitability in a sustained oversupply environment over the next five years?
- Where are the product, market, and value chain opportunities that will allow producers to restore and grow profitability despite pricing pressure?
- How can producers and brand owners effectively navigate a fragmented and fast-changing global regulatory landscape to protect market access and avoid compliance risk?
About the author
Phillip Mango brings over 45 years of nonwovens industry experience across technical, operations, and marketing roles throughout the supply chain. He founded and ran his own multimillion-dollar nonwovens production company, and has spent the last 22 years supporting major companies in market and product development alongside his work at Smithers (17 years). Phillip is a key member of the Smithers team, delivering quantitative market data, forecasts, off-the-shelf market studies and strategic consultancy across the value chain. A recognised industry voice, Phillip has presented at IDEA, Hygienix, World of Wipes, and GO Wipes, sits on advisory boards for major nonwovens shows and trade journals, and holds multiple nonwovens-related patents.
About Smithers Market Intelligence
Smithers publishes 30+ market reports annually, across its seven core industries of packaging, paper, printing, security printing, tires and nonwovens.
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