The use of nonwovens continues to grow within the residential and commercial market, as they offer enhanced durability, improved aesthetics and easier processing compared to other materials. According to data from Smithers’ newest study—The Future of Global Nonwovens to 2030—in 2025, value globally for the upholstery & bedding segment will be $6.49 billion, while value globally for nonwovens used in the flooring segment will be $5.07 billion.

Like in other nonwoven end-use markets, sustainability has become a major trend in this sector, and nonwovens producers that make materials for bedding, mattresses, furniture, wallcoverings, acoustics and other products are increasing the use of bio-based materials, recycled materials and single-polymer materials that can be recycled at the end of their life. The following companies highlight how innovation in nonwovens is accelerating, and how shifting customer expectations are driving development across residential and commercial markets.

Ahlstrom Expands Wallcovering Range

In the home market, Ahlstrom’s expertise lies in the wallcovering category, where the company recently expanded its WallStar Digital range with three new segments—Easy, Advance and Essential—engineered for all digital printing technologies. 

“These innovations offer rich textures, outstanding durability and ease of application, while prioritizing responsible sourcing,” says Anna Brikh, product manager, consumer nonwovens, Ahlstrom.

WallStar Digital Easy features pre-pasted and self-adhesive nonwovens for quick, clean and hassle-free installation. WallStar Digital Advance is a PVC-free, Type II commercial-grade wallpaper for high-traffic environments, combining superior performance, sustainability and aesthetic appeal. WallStar Digital Essential, made with FSC-certified pulp, 100% recycled synthetic fibers and recycled binders, delivers environmental responsibility without compromising performance.

Brikh says the use of nonwovens in home and office environments is experiencing robust growth, fueled by trends in customization, sustainability and ease-of-use. “Digital printing enables unique, personalized interiors, and nonwovens are the ideal substrate for these technologies,” she notes.

While vinyl substrates still dominate, nonwoven wallcoverings are rapidly gaining market share, especially in Europe, thanks to their user-friendly installation, dimensional stability and eco-friendly profile, she adds.

Customer expectations for nonwoven wallcoverings are evolving rapidly. Sustainability is now a top priority, with consumers and professionals seeking healthier, eco-friendly solutions for interiors. “Products should demonstrate credentials in responsible sourcing, reduced CO2 emissions and compliance with environmental legislation,” Brikh says. “Our Essential range is a good example of how Ahlstrom answers this expectation, as it considers environmental impact from sourcing to production, and also provides excellent performance.”

Performance also remains critical, especially for PVC-free alternatives. Customers expect durability, tear and stain resistance, and washability on par with traditional vinyl wallcoverings. Brikh says the WallStar Digital Advance range meets these demands, offering certified Type II performance.

Ease-of-use is another major trend. The rise of DIY (do-it-yourself) decoration and personalized design drives demand for user-friendly products. “Nonwovens with paste-the-wall, pre-pasted, or self-adhesive properties—such as our Easy range—make installation and customization accessible to all,” she explains.

Going forward, Ahlstrom anticipates continued growth for nonwovens in the premium wallcovering sector, driven by personalization, sustainability and ease-of-use. “These trends position nonwovens as the preferred choice for modern interiors, with expanding opportunities as market demands evolve,” Brikh concludes.

Magnera: Staying Ahead of the Curve

Magnera, formed in November 2024 through the merger of Berry Global’s Health, Hygiene and Specialties Global Nonwovens and Films business (HHNF) and Glatfelter, develops nonwoven technologies, including wetlaid, spunlace and spunmelt, among others, for a wide range of residential and commercial applications. These include wallcoverings, furniture and flooring laminates, carpet tile backing, acoustic solutions and window shades.

Nonwovens are increasingly replacing traditional textiles and other materials in these applications, according to Matt Kocian, VP Product Management—US&C, Magnera. “This shift is driven by their unique properties and cost-effectiveness,” he explains. “Nonwovens offer advantages such as lightweight structure, high strength-to-weight ratio and versatility in design. They can also be engineered for specific functionalities like barrier protection or softness.”

Performance, cost savings and the ability to tailor nonwovens to meet specific technical requirements are behind this trend, he adds.

Magnera, meanwhile, is exploring new applications for nonwoven base materials. Beyond traditional uses like wallcoverings and laminates, the company sees growing potential in applications that demand both functionality and design flexibility. Kocian points to composite materials as one area where nonwovens could replace conventional chemical-based components and plastics to enhance performance while providing an environmentally friendly alternative.

“Demand for sustainable solutions is growing, driven by stricter regulations, heightened consumer awareness and the push for circular design in interior and construction markets,” he adds. “Customers increasingly expect materials that reduce environmental impact without compromising performance.”

Customer expectations for nonwoven base and secondary backing materials are evolving as well. “Today, customers are looking for features such as enhanced durability, improved aesthetics and surface quality, sustainable and eco-friendly options, better processability for easier lamination and compatibility with various adhesives and coatings,” Kocian explains. “These changes reflect a growing demand for materials that combine technical performance with design flexibility and environmental responsibility.”

While much of the focus today is on single-use nonwovens, Magnera is taking a broader approach. The company is developing lower-impact substrates, exploring bio-based options and improving processes to reduce energy and resource consumption, even in areas where the market has not yet requested change. “Our commitment ensures we stay ahead of evolving expectations and lead the industry toward a more sustainable future,” Kocian says.

Sandler Specializes in Acoustic Solutions

Sandler offers a variety of nonwovens for home and office furnishings, employing thermal and mechanical bonding technologies, and using regenerated raw materials to contribute to greater sustainability in the industry.  

The company’s bluefiber acoustic solutions optimize interior acoustics by efficiently absorbing sound while preserving room aesthetics, creating a pleasant atmosphere. One-hundred percent single-polymer, bluefiber products are flame-retardant, moisture-resistant, easy to process and adjust to specific conditions. Bluefiber panels, pads and wool are applied in ceiling panels, suspended baffles, room partitions, wall panels and wall absorbers. “The application of nonwoven sound absorbers in acoustic room elements, particularly for offices, is a relatively young and growing segment,” explains Ronny Schroeder, head of sales, Sandler. 

He notes that new product designs continuously emerge in this market, and Sandler works closely with customers and partners to develop these products further. “In doing so, both function and design aspects are at the center of our development activities,” he adds.

Sustainability remains a strong influence as well, with demand for biodegradable or recyclable products continuing to shape the industry. Because bluefiber nonwovens are 100% single-polymer polyester products, they can be fully recycled even after many years of use.

Sandler has also implemented energy-reduction measures during production and recycles edge trims to reduce its carbon footprint.

Looking ahead, demand for acoustics applications in office buildings is set to continue to grow. “The versatility of nonwovens and their adaptability to customer requirements in these applications is an ideal foundation for further innovation and new developments,” Schroeder says.

Think Group Focuses on Sustainability

U.K.-based Think Group specializes in carding and airlay technologies for the residential market. The company supplies materials for various end-uses, including foam replacements and components for bedding and mattresses, furniture and upholstery, flooring underlays, and acoustic and thermal insulations.

According to managing director Danny Shortall, there is increasing demand for sustainable materials, particularly in biodegradable solutions. Interest is growing in natural fibers as well as biodegradable polymers that deliver the same performance as traditional synthetic materials.

Circular design is also an area of increasing demand, including the development of mono-material products that can be recycled at end-of-life and avoid the complications of mixed fiber blends. “Eco-design principles in all the materials that we produce is a strong focus for Think Group,” Shortall says.

Nonwovens are also replacing traditional textiles and foams across multiple markets. One key trend is the replacement of polyurethane foams in bedding, furniture and flooring underlay products. “Traditional foams often involve complex chemistries and can release toxic VOCs, particularly when treated for flammability,” Shortall explains. “Our UltraFlex foam replacement is an engineered nonwoven material that mimics foam-like properties and resilience without the addition of harmful chemicals, meeting both performance and environmental requirements.”

Shortall is optimistic about the future of this nonwovens segment. “We expect growth across the furnishings, bedding and flooring sectors, driven by a shift towards sustainable materials, increased awareness of environmental impact and the replacement of traditional materials and foams,” he says. “However, growth can be hindered by economic pressures, including reduced consumer spending and continued demand for low-cost solutions. Despite this, innovation and sustainability are key growth drivers for the nonwovens sector.”

Freudenberg Offers Durable Solutions

Carpeting and bedding are among the key residential and commercial markets served by Freudenberg Performance Materials. In the carpet segment, the company’s nonwoven backings and flooring solutions are engineered to enhance stability, comfort and durability, and are designed for carpets, vinyl and laminate flooring.

In Europe, Freudenberg’s ECO-RE backings are a resource-efficient alternative to standard products by reducing raw material usage. According to Dr. Alen Nosic, SVP Division Carpet, Filtration & Shoe, the company has redefined its proprietary yarn production technology to allow for extremely thin filaments with a diameter up to 30% smaller than that of the standard Colback and Lutradur portfolio for carpet backings. “The benefits are twofold: thin materials save raw materials from the outset, resulting in backings with a lower carbon footprint. At the same time, the ECO-RE backings contribute to better recyclability at the end of their life cycle thanks to their lower PET content, which benefits certain recycling processes,” he says.

Freudenberg also offers carpet backings made from up to 100% recycled fibers. To further support customers’ sustainability initiatives, the company has developed a secondary carpet backing that substantially reduces the weight of carpet tiles by requiring only one layer of latex instead of two. “This could present a future growth opportunity for the European market,” Dr. Nosic adds.

Market dynamics are shifting as well. Carpet tiles continue to take market share from broadloom carpet (wall-to-wall carpet), he notes. “Thanks to the superior performance of spunbonded carpet backing products compared to woven carpet backing, Freudenberg’s share of the total carpet backing market continues to grow.”

In the bedding sector, Freudenberg recently launched an Evolon variant that provides anti-bed bug protection. Independent testing in Germany confirmed that the puncture resistance of Evolon fabric is 100% resistant to bed bug bites—not a single bed bug was able to suck blood through the Evolon layer, according to the company.

Fully zipped Evolon encasings can prevent mattresses, duvets and pillows from becoming contaminated in homes and hotels, while Evolon encasings, travel sleeping bags and protection bags for suitcases and personal items can reduce travelers’ anxiety about carrying bed bugs.

Jones Prioritizes Sustainability

In the residential sector, Jones Family of Companies produces nonwovens for mattresses, furniture and RV (recreational vehicle) interiors. The company employs various technologies, including airlaying, carded and garnett processes, needlepunching, thermal bonding and fiber blending across five sites in the U.S. 

A recent development from Jones includes densified polyester pads for mattresses and RVs. And, to support rising nonwovens demand, the company has invested in new facilities in Charlotte, NC, and South Bend, IN, including an airlaid line for mattresses, automotive applications and recreational vehicles.

Sustainability is also a central focus for Jones, as sustainable and all-natural nonwovens are finding acceptance in home furnishings. “Jones has always been at the forefront of sustainable products,” says William Jones IV, operations manager at Jones Family of Companies. “Our customers are far more conscious of the effect on the environment and on their health. We offer Bio-Preferred nonwovens, all-natural nonwovens and biodegradable packaging.”

As nonwovens gain greater acceptance, Jones expects growth to occur organically as new fiber technology expands to additional end uses. “The greatest hindrance is the resistance to change in some areas and the strong market placement of incumbent technologies,” he adds. “Growth will also increase as the impact of environmental legislation negates the use of incumbent technologies on a state-by-state basis.”