The European Union is placing increasing focus on sustainable packaging. For wet wipes brands selling in Europe, packaging is becoming an important part of product development and compliance.
The EU Packaging and Packaging Waste Regulation (PPWR) entered into force in February 2025 and generally applies from August 12, 2026. Its goal is to reduce packaging waste, improve recyclability, and encourage more sustainable packaging solutions.
So, what does this mean for wet wipes brands?
1. Packaging Design Matters More
Under the PPWR, the EU is moving toward packaging that is easier to recycle and uses resources more efficiently. The regulation sets a direction for making packaging recyclable by 2030 and reducing unnecessary packaging.
For wet wipes brands, this means it is worth considering packaging materials at the product development stage, rather than waiting until the product is ready for production.
2. Sustainable Packaging Is Becoming More Important
Traditional wet wipes packaging often uses plastic films because they provide good moisture protection and help maintain product quality.
However, brands may increasingly look for alternatives such as:
Recyclable packaging materials
Reduced-material packaging
Paper-based packaging solutions where suitable
Packaging with a higher recycled content
The best solution depends on the product, required shelf life, packaging performance, and target market.
3. Packaging Claims Need More Attention
If your brand uses claims such as “recyclable,” “eco-friendly,” or “sustainable,” the packaging and supporting information should be carefully evaluated.
The PPWR introduces requirements covering areas such as recyclability, packaging composition, labelling, and environmental claims.
Therefore, brands should avoid choosing packaging based only on appearance or cost. Compliance and sustainability should be considered together.
4. Plan Your Packaging Earlier
For brands developing private-label wet wipes, packaging decisions can affect:
Material → Design → Production → Testing → Cost → Compliance
Working with your wet wipes manufacturer at an early stage can help identify suitable packaging options and avoid unnecessary changes later.
What Should Wet Wipes Brands Do Now?
If you are developing or updating wet wipes for the European market, consider reviewing:
Current packaging materials
Packaging weight and unnecessary components
Recyclability of the packaging
Environmental claims
Labelling requirements
Available sustainable alternatives
The PPWR is not simply a packaging issue. It can become an important part of product development and long-term brand strategy.
Looking for Customized Wet Wipes?
We provide OEM and ODM wet wipes solutions, including customized nonwoven materials, formulas, sizes, and packaging.
If you are developing a new wet wipes product for the European market, simply share your product idea and packaging requirements with us. Our team can help you evaluate suitable options for your project.
whatsapp