There are also initiatives in the rest of Europe such as Saxcell and Worn Again, where, however, the information on processes and results is scant. The forest industry, a classical Swedish area of strength that over the years has generated huge export revenues, suffers from falling demand for paper and pulp. Competition is intensifying globally, as large pulp and paper mills are being built in Asia and South America based on the latest technology. New value-added high value products are a critical success factor for the Swedish forest industry. On the textile side, the strength of the retailer is among, among others, IKEA and H&M, where one actively strives for new sustainable alternatives to cotton and synthetic fossil-based fibers.
Textile production in the world is expected to increase from 80 million tonnes today to 240 million tonnes in 2050 when developing countries industrialize - clothing is one of the first products that people increase their consumption when they have an increased standard of living. Thus, there is a global market with enormous potential for the Swedish industry concerned. Another source of raw material for the production of regenerated cellulose fibers is the cellulose-based textiles that the consumer wants to dispose of. Through specially developed processing processes, these can be transformed into a mass for textile production, an area where Swedish Re: newcell is prominent. In order for this process to succeed, a continuous influx of larger volumes of cellulose-based textile is required, which requires that suitable qualities can be collected and sorted in an efficient manner, which is not the case today, neither in Sweden nor in the rest of Europe.