The airlaid market is currently benefitting from increased demand for more sustainable wipes, feminine hygiene goods and food industry products, which are all central to driving new consumption of the material. This will contribute to global consumption of the material rising to 768,800 tons in 2027, according to exclusive expert forecasting by research firm Smithers. Meanwhile, sales value will increase to $2.9 billion, at constant prices; equivalent to a compound annual growth rate of 7.7%.

Another positive for this technology is pricing. Since 2020, the price tag of airlaid nonwovens has been driven higher by the efforts of some of the technology’s largest manufacturers, and, at least in areas like North America and Europe, the market has accepted it.

“The global airlaid market continues to show steady growth, driven by consistent demand in core hygiene and wipes applications and expanding into emerging sectors like tabletop, food service and specialty absorbents,” says Massilia Badaoui, product line manager, airlaid and carded, Magnera. “While consumption is rising, new capacity additions across regions have helped maintain a balanced supply–demand dynamic, keeping competition strong—especially in mature segments.”

However, airlaid has not been insulated from general macroeconomic issues felt throughout the nonwovens and disposables supply chain like decreased usage, rising raw material costs and competition both locally and from global competitors. These factors have lessened demand for many products that use airlaid, like feminine care, baby wipes and adult incontinence products as consumers have reduced usage or traded to less premium products as their discretionary dollars have shrunk.

“Despite these problems, airlaid is probably doing better than most nonwoven technologies,” says industry consultant Phil Mango. “It is the best of the bad. Everyone else is more over supplied than the airlaid market.” 

Unlike most other technologies, the airlaid market has not seen significant expansion in emerging markets like China and Turkey because those regions have not yet learned to master airlaid technology. And, even in established markets for airlaid like North America and Europe, the market has not seen a significant line investment since Domtar’s latest airlaid line, which was added in Jesup, GA two years ago. This $90 million expansion added not just new capacity but additional scale and technology to Domtar’s airlaid business, which now includes three line at its Engineered Absorbent Materials (EAM) facility in Jesup.

However, in today’s current market environment most manufacturers lack the capital strength to invest in large-scale airlaid lines—whether they need the capacity or not— so recent investments have been limited to smaller scale lines and refurbishments of existing lines.

One example of a recent smaller line investment is SharpCell Oy’s installation of an airlaid nonwoven paper machine in Valkeakoski, Finland earlier this year, doubling the family-owned company’s airlaid production capacity and strengthening its position in the market.

“This acquisition will give us much needed capacity to service our customers both in Finland and abroad. We are investing in additional modern and efficient technology to minimize our carbon footprint and ensure efficient production of high-quality airlaid nonwoven paper,” says Pekka Pollari, CEO of SharpCell Oy.

The line was purchased from Ascutec Sales UG (haftungsbeschränkt) & Co. KG in Germany, who operated it for two years in Nürnberg. Originally the line was built in 2020 by Finnish company Anpap Oy. It will be installed in the PM6 building at the UPM Tervasaari site in Valkeakoski, Finland.

Additionally, Campen has had some success with its technology which has been described as a more sustainable airlaid process. “For the last four years, we have sold three smaller airlaid production lines that are producing airlaid rolls internal and for their own converting to finish products,” Jens Erik Thordahl, senior airlaid specialist, says. “One example is the company Magic, Italy, which has purchased its own Campen airlaid line and all of its materials are being used internally for finished products they are selling.”

Finnish airlaid machinery manufacturer Anpap Oy says it continues to see airlaid penetrate new market areas beyond traditional applications like hygiene and wipes. During the last few years, the company has delivered full production lines, forming systems and through air drying systems for airlaid and foamlaid processes globally.

“Airlaid has benefitted from the increased need for more sustainable materials but has not yet fully capitalized on it as it waits for the industry to fully embrace alternative technologies and materials,” says CTO Tuukka Vihtakari. “Airlaid will offer a sustainable, low water and energy-using alternative compared to wetlaid products.”

Anpap has recently received a turnkey contract to supply an airlaid pilot line to the VTT Technical Research Center of Finland for its Energy 1st initiative, which will pioneer low-carbon, water-efficient technology with the potential to reduce water consumption by up to 90% and overall energy consumption by more than half.

With a budget of around €20 million over the next four years, the initiative consists of several projects including the pilot line in Jyväskylä, Finland. The collaborative research aims at developing and testing commercially viable, sustainable alternatives for cardboard packaging, hygiene products and nonwoven fabrics. 

 “We definitely see airlaid as an option for several never-before applications which blur the border between carded, airlaid and wetlaid products,” adds  Vihtakari. “The waterless forming process will attract various industries to cut down emissions and natural resource use.”

One area being targeted will be fiber-based packaging solutions which is projected to grow 5-10% annually, according to data from Statista Market Insights and eMarketer. This growth is creating a need to develop scalable, high-quality packaging that is easy to recycle while simultaneously significantly reducing carbon footprint.

“This new initiative is a pivotal step towards more sustainable and competitive fiber-based products and has the potential for great impact, thanks to more than 50 industrial partners. We are excited about the prospect of 1:1 commercial projects with companies, driving innovation in energy-efficient paper board production. VTT’s purpose is to bring together people, business, science and technology, paving the way to a sustainable future. The Energy First theme aims to do just that,” says Atte Virtanen, vice president, Biomaterial Processing and Products at VTT.

Products manufactured with the new process are designed to be compatible with existing recycling methods. Furthermore, fiber-based packaging is produced in a way that makes it a sustainable alternative to reusable packaging. The planned EU packaging and packaging directive requires that both the raw material and the manufacturing process are sustainable, and recyclable bio-based packaging solutions will have to undergo a sustainability assessment.

A New Market Leader

Magnera became the largest maker of airlaid nonwovens last year through the merger of airlaid specialist Glatfelter and Berry Global. 

“In this competitive landscape, differentiation through process expertise, operational efficiency and sustainable innovation is more critical than ever,” says Badaoui. “Magnera stands out with deep technical knowledge and a commitment to delivering reliable, high-performance airlaid materials across key applications.”

Magnera has recently created a new airlaid material engineered to deliver enhanced comfort, discretion and absorption—all within a thinner, more sustainable structure. This product has been met with strong consumer enthusiasm in the feminine hygiene market, where it enables faster fluid acquisition and better retention while reducing the weight of the absorbent core thanks to optimized fiber selection and layering. Most importantly, this solution was designed to balance cost efficiency with high performance, offering a smarter, more responsible choice for absorbent core applications.

“New opportunities for airlaid nonwovens continue to emerge, thanks to their versatility in meeting evolving market needs across hygiene, wipes and specialty applications,” Badaoui says. “Demand growth is fueled by their unique combination of softness, bulk and absorbency—paired with a favorable sustainability profile.”

Other recent innovations from Magnera include a cellulose fiber-based airlaid material tailored for dry-molding processes, enabling biodegradable and recyclable packaging solutions that help reduce environmental impact. This innovation reflects the company’s commitment to advancing performance and sustainability across diverse industries.

“Sustainability is increasingly shaping the development and adoption of airlaid materials. Standard airlaid nonwovens typically contain up to 80–85% renewable content, making them inherently more sustainable than fully synthetic alternatives in many applications,” Badaoui says.

This renewable composition supports the industry’s shift toward lower-impact products—reducing plastic use, enhancing biodegradability and helping converters and brands meet evolving eco-certification and regulatory standards. Magnera is advancing this transition with innovations like its 100% bio-based airlaid substrate, designed to deliver high performance while minimizing environmental footprint.

Demand Drivers

According to Smithers, matching this rising demand will require the industry’s response to numerous changes. Airlaid has historically been one of the most conservative segments of nonwoven production; limited investment in new facilities has led to tight demand-supply ratios during the past two decades.

Projections up until 2027 show an inflection in the demand-supply curve with the demand-supply ratio to remain in the low to mid 90% range even beyond 2027. 

Smithers reports that larger established producers are best positioned to profit from this increased demand, in traditional end-uses. For newer entrants several emerging segments will prove more attractive—packaging, insulation and molded consumer products.

Airlaid has a major advantage as one of the most sustainable nonwoven processes. With the majority of the material being made from fluff pulp and a correspondingly lower use of plastics, the material is an attractive alternative to substrates with higher concentration of petroleum-based feedstock.

 Furthermore airlaid is a dry-form process, which requires little water and fewer processing chemicals. Consumer brands searching for more planet-friendly solutions will likely choose airlaid in feminine hygiene and wipes. 

Tip Top Tabletop

Other major uses for airlaid include table coverings, a segment that continues to recover from Covid disruption; and absorbent meat pads for active packaging, where material sustainability is again a key advantage for airlaids. Swedish airlaid supplier Duni is a market leader in both of these categories.

In the tabletop segment, Duni has been a market leader since the category was introduced, and the company continues to focus on high-quality, sustainable materials, with Bio Dunisoft and Dunilin, its flagship brands. 

“Sustainability is central to our strategy, and we’re especially proud of Bio Dunisoft, which is made with a fossil-free, plastic-free binder and certified OK Home Compost. It combines a uniquely soft feel with strong environmental credentials,” Amanda Larsson, head of communications, says.

Last year, Duni acquired a 70% stake in SETI, a maker of tabletop products and a longtime customer of its airlaid business. The acquisition has strengthened Duni’s capabilities in customized tabletop solutions. Its efficient profile production allows the company to offer tailored solutions with greater flexibility and speed. The acquisition also supports Duni’s  geographic expansion, particularly in Eastern and Southeastern Europe, where SETI’s presence helps it grow its customer base and local relevance. 

“We continue to see strong demand for high-quality airlaid napkins across Europe. Sustainability is a key driver, and interest in our Bio Dunisoft napkins is growing steadily,” Larsson says. “Customers are increasingly seeking products that combine premium feel with environmental responsibility, and our portfolio is well positioned to meet that shift.”

Growth in the airlaid tabletop segment is driven by rising demand for sustainable materials, increased customization, and a continued focus on premium dining experiences, Larsson adds. “While the overall trend is positive, we do see regional variation in both pace and preferences. That’s why we combine strong local insights with flexible production. Across markets, the shift toward environmentally responsible choices—especially qualities like Bio Dunisoft—continues to open new opportunities.”

Beyond tabletop, Duni Group is also committed to developing sustainable and innovative solutions for food packaging through its Food Packaging Solutions business area. In this segment, Duni’s focus is on providing complete solutions that combine functionality, quality and environmental responsibility. The group’s acquisition of LinePack Oy earlier this year marks an important step in this journey. 

“LinePack brings strong expertise in automated packaging systems and a solid local presence in Finland,” Larsson says. “Through the acquisition, we have broadened our offering, strengthened our position in the Nordic market, and enhanced our ability to meet customer demands for efficient, safe, and sustainable packaging solutions.”

Potential Ahead

According to Mango, airlaid has the potential to particularly benefit from increased interest in plastic-free wipes, driven by retailer demand in the U.S. and government directives in the EU. Currently, at least two separate airlaid technologies have strong potential to create an economically feasible plastic-free wipe. One is a latex bonded airlaid nonwoven that is made without the use of a plastic binder, which actually goes beyond the current scope of the EU directive; the other is a hydroentangled airlaid material that is made without plastics by Magnera is Asheville, NC.

However, limited  capacity is hindering the development of a truly plastic-free airlaid wipe despite widespread industry interest that has even led to cooperative efforts between competitors throughout the supply chain. 

“The creation of a retail-ready plastic-free wipe, in fact is such a significant innovation driver in airlaid that is has created an alliance between retailers, converters and manufacturers of airlaid, many of which are competitors in the marketplace, to come together to develop a product,” Mango says.

If economics and technology allow, such a product could soon be available commercially on U.S. store shelves as early as next year, creating a signficant new demand source for airlaid nonwovens.