As noise control assumes greater priority, acoustic nonwovens
materials are finding application in an increasing number of end-user
markets across North America. These include automotive, appliances,
marine, office partitions, and aviation, among others and the
increasing uptake among these sectors is helping the overall growth of
the North American acoustic nonwovens markets. The automobile segment,
however, remains the largest and most lucrative application segment,
accounting for 83.3 percent of the total market in 2005.

New analysis from Frost & Sullivan (www.chemicals.frost.com), North
American Acoustic Nonwovens Markets shows that revenues in this market
totaled $443.0 million in 2005 and can reach $580.3 million in 2012.

Increasingly, original equipment manufacturers (OEMs) and Tier 1
participants are on the lookout for lightweight materials that not
only deliver superior performance, but also those that are
economically feasible. In catering to their needs, synthetic acoustic
nonwovens provide benefits in performance as well as weight with
shoddy being the most inexpensive of the acoustic nonwoven materials.
Also fiberglass, due to its superior thermal resistance and acoustic
insulation, is the material of choice in certain niche applications.

“In addition to their beneficial properties, added drivers for the
North American acoustic nonwovens markets include the shift among OEMs
from fiberglass to synthetics and also the growing preference for
nonwovens over foam,” notes Frost & Sullivan Research Analyst Anand
Natarajan. “With fiberglass considered unsafe to work with, OEMs are
trying to use synthetics wherever possible and this is providing a
boost to the market as synthetic acoustic nonwovens are generally more
expensive than their fiberglass counterparts.”

Moreover, with foam prices continually fluctuating and rising, many
Tier 1 participants are actively considering the use of alternatives.
Nonwovens, being extremely cost competitive besides offering various
other benefits, are thus favored. The impact of this driver is likely
to increase in the mid and long term when raw material prices and
recyclable potential will be of paramount importance.

Despite such positive trends, increasing raw material prices along
with OEM price pressures are likely to pose notable challenges to
participants in the North American acoustic nonwovens market. With the
crude oil prices soaring and OEMs applying additional pressure to
reduce costs, acoustic nonwoven manufacturers are facing a severe
profitability squeeze.

Also, newer technologies such as Quiet Steel and Sound Trap are fast
gaining recognition and acceptance in both the automotive and
appliance industries, thereby hindering sales and growth of acoustic
nonwovens. Besides controlling noise, vibration, and harshness (NVH),
these materials are light as well as economically favorable and hence
prove to be significant challengers to acoustic nonwovens.

“Considering the continuous increase in raw material prices, forward
integration could assist manufacturers in improving profitability
levels,” says Natarajan. “This may help in reducing margins at various
levels in the value chain, thus delivering more competent and
attractive prices for OEMs.”