From the Sector

26 European business associations, representing a wide array of industries and businesses, express their full support for the swift ratification of the EU-Mercosur Partnership Agreement:

Together, the associations’ members cover a significant portion of the total trade in goods and services of over 153 billion euros in 2024 between the EU and the Mercosur region, as well as the approximately 380 billion euros of mutual investment in our two regions in 2023. In this unprecedented time when the rules-based global order is being critically undermined, this free trade agreement represents a beacon in the EU’s diversification strategy. It is therefore a critical element in ensuring the EU’s long-term competitiveness. 

By 2040, according to DG Trade’s calculations, the agreement is expected to add 77.6 billion euros to the EU GDP and 9.4 billion euros to the Mercosur GDP. At the same time, the agreement will result in a 39% increase in EU exports to Mercosur and a 17% increase in Mercosur exports to the EU. 

The EU-Mercosur is a modern agreement, driven by modern principles. It will deliver increased market access and improved access to resources, while preserving key sectors in European domestic markets, diversifying secure supply chains, and fostering investments for both sides. It will also help to deepen the cooperation on sustainable development, in areas such as fighting climate change, preserving biodiversity, and advancing labour and social rights. 

European businesses wholeheartedly support the EU-Mercosur Agreement and call on the Council and European Parliament to swiftly ratify the EU-Mercosur interim Trade Agreement (iTA) and the EU-Mercosur Partnership Agreement (EMPA). To this end, it is key to streamline the ratification process and to ensure timely completion and avoid procedural delays. This is a crucial opportunity for Europe which will support growth and prosperity for one-fifth of the global economy – benefiting about 750 million people. 

EDANA concluded its flagship event, OUTLOOK™ 2025, marking it as a major success with 475 participants from 207 companies across the nonwovens industry addressing the biggest questions. The three-day conference highlighted the urgent need for a unified approach to sustainability, regulation, and innovation in the absorbent hygiene and wipes sectors.

EDANA concluded its flagship event, OUTLOOK™ 2025, last week, marking it as a major success with 475 participants from 207 companies across the nonwovens industry addressing the biggest questions. The three-day conference highlighted the urgent need for a unified approach to sustainability, regulation, and innovation in the absorbent hygiene and wipes sectors.

OUTLOOK™ conference always serves as a critical hub for dialogue, bringing together industry leaders, innovators, and policy experts. This year's conversations consistently centred on how to turn today’s challenges into tomorrow’s opportunities.

A World in Flux: Global Insights and Market Realities 
The event kicked off with a powerful keynote from Ambassador Ivo H. Daalder, who offered a big-picture view of how global alliances and economic policies are reshaping trade and market opportunities. This strategic perspective set the stage for a deeper dive into the industry’s specific challenges. 

Experts from around the world shared insights on the absorbent hygiene product (AHP) markets, particularly in developing countries, where local players are thriving by embracing agility and sustainability. A separate session focused on the wipes sector, where speakers from Water UK, Euromonitor International, and Suominen Corporation underscored that collaboration, innovation, and credible claims are key to a sustainable future for the category. 

Sustainability in the Spotlight
Throughout the conference, sustainability was less of a buzzword and more of a central theme. Sessions provided practical guidance on navigating the EU’s Green Deal and securing funding for projects. A session on Green Claims in Practice was particularly vital, with representatives from the European Environmental Bureau, the TIC Council, and the European Advertising Standards Alliance offering clear advice on how to build consumer trust and avoid greenwashing. 

Innovation was also on full display, with HIRO Technologies’ groundbreaking MycoDigestible™ diaper capturing attention. The product, which uses plastic eating fungi to safely break down diapers, offered a glimpse into how biotechnology could create truly circular solutions. 

Looking Ahead: AI and the Future of Nonwovens 
The discussions also reached beyond today’s challenges to explore tomorrow’s opportunities. A keynote on Day 3 by Roover Consulting addressed the role of Artificial Intelligence (AI) in the industry. The session showcased real-world examples of how AI can boost creativity and accelerate product development, while also addressing the crucial need for responsible implementation. 

"OUTLOOK™ 2025 was a powerful testament to our industry's resilience and forward-thinking nature," said Murat Dogru, General Manager of EDANA. "The conversations were about leading the change. We saw an industry that is committed to turning regulation into a competitive advantage and using innovation to create a truly sustainable future."
"We saw an industry that is committed to turning regulation into a competitive advantage and using innovation to create a truly sustainable future." - Murat Dogru, General Manager of EDANA.
Networking with Budapest as the backdrop 

The value of face-to-face connection was a recurring theme. Beyond the formal sessions, OUTLOOK™ had many networking events, including a cocktail reception at the stunning Buda Castle. Participants valued the side discussions that happen during the conference: “The presentations are great, but the real magic of OUTLOOK™ happens in the hallways and at the evening events. This is where you get to meet the relevant people of our industry—and that’s invaluable.”

"The real magic of OUTLOOK™ happens in the hallways and at the evening events. This is where you get to meet the relevant people of our industry—and that’s invaluable.” - Participant at OUTLOOK™.

With a clear path forward and a renewed sense of purpose, OUTLOOK™ 2025 wrapped up, leaving delegates equipped with the knowledge and connections needed to navigate the evolving landscape. The dates for OUTLOOK™ 2026 were announced for September 22-24, 2026.