Creative Destruction Lab: Reinventing Superabsorbents For a Sustainable Future

Why It Matters

Biodegradable superabsorbents could dramatically cut landfill waste from diapers and hygiene products while meeting upcoming EU bans, creating a sizable market opportunity for sustainable material innovators.

Key Takeaways

• Current superabsorbents are fossil‑fuel based and non‑biodegradable materials
• EU will ban synthetic superabsorbents in soil by 2028
• A&B Smart Materials created starch‑cellulose bio‑based absorbent for diapers
• Bio‑absorbents match performance but cost remains higher than synthetics
• Scaling research needed to replace synthetic core in diapers

Summary

The Creative Destruction Lab presentation spotlighted a new class of bio‑based superabsorbent polymers designed to replace fossil‑fuel‑derived, non‑biodegradable materials that dominate hygiene and agricultural markets. Current superabsorbents, sold as powders that swell into gels, are slated for an EU soil ban in 2028, prompting urgent demand for sustainable alternatives.

A&B Smart Materials showcased a starch‑cellulose formulation that mimics the swelling capacity of conventional polymers while degrading without leaving microplastics. The company claims comparable performance to synthetic versions, but acknowledges a price gap that remains a primary hurdle for mass adoption in diapers and other high‑volume products.

The speaker highlighted that diapers account for roughly 4% of European landfill waste and that similar waste streams plague the Global South, contaminating waterways. A simple test‑tube demo illustrated the material’s absorbency, underscoring its potential to eliminate a major landfill contributor without requiring new recycling infrastructure.

If the cost and scalability challenges are resolved within the next two years, bio‑based superabsorbents could unlock a multi‑billion‑dollar market shift, reduce landfill pressure, and align manufacturers with emerging regulatory mandates.

Original Description

What if everyday products like diapers could become fully biodegradable? 🌱

In this video, discover how a new generation of bio-based super absorbent materials is set to transform industries like hygiene and agriculture.

Today, most absorbent materials are derived from fossil fuels and are non-biodegradable—contributing massively to landfill waste and microplastic pollution. In fact, diapers alone account for nearly 4% of landfill waste in Europe.

Amaury van Trappen de Buggenoms explains the solution developed by his startup A&B Smart Materials. He describes:

- How super absorbent materials work (and why they’re everywhere)

- The environmental impact of current fossil-based solutions

- The breakthrough bio-based alternative made from starch and sustainable materials

- The challenge of matching performance and cost with synthetic products

- Why regulation (like upcoming EU bans) is accelerating change

With their innovation, A&B Smart Materials, which is currently accelerated at Creative Destruction Lab - Paris, could eliminate microplastics in key industries and pave the way for truly biodegradable hygiene products.

Find out more about CDL - Paris: https://www.hec.edu/en/institutes-and-centers-expertise/innovation-entrepreneurship/our-centers/deep-tech-center/creative-destruction-lab-paris

Discover A&B Smart Materials: https://www.absmartmaterials.com/