Technology roadmap for flushable nonwoven wipes

The paper describes the creation of an industry technology roadmap (ITR) for flushable, premoistened nonwoven wipes. It shows how technology roadmaps can be a tool for knowledge creation at the firm and at the industry level, and what adaptations have to be made for this particular industry. The ITR shows a market‐driven strategic plan for the industry that includes market, infrastructure, technology, and regulation aspects that need to be addressed to assure growth and sustainability in the flushable, premoistened nonwoven wipes industry.