Plant-based,” “premium cotton,” and “natural” claims are appealing to today’s parents: millennials. Millennial parents are demanding that brands provide “free and clear” products for their personal and families’ use.

Today's consumer wants it all—disposable hygiene products with high, consistent performance but at the lowest price. Producers strive to balance changing and increasing demands of consumers, sensitivity to sustainability, and the need to manage production costs and efficiency in order to remain competitive and profitable.