From Resistance to Adoption: The Growth of Eucalyptus Fiber in the Global Fluff MarketFrom resistance to adoption
For a long time, the global fluff market was viewed asan established segment. Long pine fiber reigned supreme, and the prevailingbelief was that innovation in creating thinner, more discreet absorbent panelswith higher retention capacity would necessarily come from increasing theconcentration of SAP (super absorbent polymer/sodium polyacrylate) in theabsorbent structures. This idea started to be challenged 10 years ago withthe commercial launch of the world’s first eucalyptus fluff, Eucafluff®.
The Break in the Technical Paradigm
The initial market reaction was skepticism. The mainquestion was whether it would be possible to deliver superior quality andperformance without relying solely on increasing SAP content. The introductionof short fiber in hygienic products occurred gradually, as a result ofpioneering application engineering work conducted in close collaboration withthe entire value chain—from machine manufacturers to R&D teams.
The partial or total replacement of long fiber inalready established designs required an individualized technical approach.Through this journey, we learned that a thorough assessment of production linesand product engineering was necessary to identify the adaptations needed forthe use of short fiber.
Customization and Applied Know-how
These assessments informed the development ofcustomized solutions, including adjustments to defibration parameters, millreplacements and refinements in panel design—such as new embossing patterns,core wrapping or the strategic use of adhesives.
Through successive testing and validation cycles, thislearning curve has transformed into applied knowledge. Currently, a newgeneration of equipment is being designed to be compatible with short fiberfrom the start. Eucalyptus fluff has moved from being an experimentalalternative to being strategically incorporated into the raw material portfolioof major global manufacturers.
Superior Performance and Synergy with SAP
Once the initial industrial barriers were overcome,the market started to recognize the real gains enabled by the eucalyptus fibermorphology. Unlike the old belief that discretion and performance dependedalmost exclusively on larger amounts of SAP, short fiber has proven to offerunique benefits:
• Better performance: Superior results in rewet(wetback) and retention measurements.
• Comfort and discretion: Softer, more flexibleand thinner panels, without compromising structural integrity.
• Logistical efficiency: Significant reductionin packaging size and financial gains throughout the supply chain.
• Smaller carbon footprint: The smallervolume of finished products optimizes transportation, requiring fewer trucks onthe roads and reducing greenhouse gas emissions.
The Expansion of Eucalyptus Fluff in the Face ofDemographic Transformation
The use of eucalyptus fluff is growing in parallelwith a structural shift in global demand. On the one hand, the expansion of themiddle class in emerging countries is broadening access to hygiene products,boosting a market that is expected to grow approximately 3% per year by 2029.
On the other hand, population aging is reshaping thesector. By the end of the 2070s, the world’s population aged 65 and over couldreach 2.2 billion people. These changes unlock massive potential in adultincontinence categories, where the combination of SAP efficiency and theproperties of eucalyptus fiber is critical to ensure discretion and thewell-being of users.
Commitment to Innovation and Scale
Suzano has responded to these changes by increasingcapacity and investments. At the end of 2025, we started operations at a newline at our Limeira site (Brazil), quadrupling our installed capacity to 440,000tonnes per year.
In just over a decade, eucalyptus fluff has gone frombeing unknown to becoming a very important technological option. The discussionis no longer about viability, but about maximizing and leveraging its potentialfor the next generation of products. At Suzano, we will continue to invest inresearch and development to support our customers in the next stage of thistransformation, expanding the efficient and responsible use of eucalyptus fiberin the absorbent products of the future.
Please read this content in full, originally published in Portuguese by Personal Care magazine, here: https://portalpersonalcare.com.br/da-resistencia-a-consolidacao-o-crescimento-da-fibra-de-eucalipto-no-mercado-global-de-fluff/