With less than half of the 80 million tons of U.S. plastic packaging waste getting recycled annually, manufacturers of consumer goods are looking at new options beyond virgin plastic. In markets for disposables, like baby diapers, wipes and feminine care items, the need for more sustainable packaging solutions is stronger than ever as these markets are already under pressure from legislative measures like Europe’s Single-Use Plastic directive and similar measures in other countries.

Manufacturers and marketers of absorbent products have taken different paths to creating more sustainable product solutions and lessening the environmental footprint of their products. These efforts range from transitioning to paper-based or recycled plastic materials and developing recyclable materials to simply reducing the amount of packaging materials, but the result is the same—companies are lessening the amount of packaging materials ending up either in landfills or incinerators.

“There is no doubt that packaging in hygiene can be more sustainable. We have already demonstrated that alternatives work in practice, whether that is paper packaging, bags with a high percentage of recycled content or biobased plastics,” says W. Van Ingelgem, global R&D and Procurement Director, Drylock Technologies. “The real challenge now is to scale these solutions to be cost efficient so they become the new standard across the industry. That requires collaboration across the entire value chain, from suppliers to retailers and recyclers. Consumers are ready, the technology exists and we are committed to driving this shift.”

In Europe especially, legislative efforts and macroeconomic factors have been influencing sustainability in packaging both positively and negatively. “Because of oil price fluctuations, recycling has not always been a stable business,” Van Ingelgem says. “Five years ago, Drylock worked directly with suppliers to secure volumes of recycled material. By guaranteeing take-off, we not only supported their business but also gave them the stability to invest and grow alongside our increasing demand. Ensuring sufficient availability of high-quality recycled material is essential, otherwise this could become a bottleneck for the whole industry.”

Ontex is also actively reducing virgin plastic. Since 2000, the company has cut plastic bag thickness by 20-30% and now offers over 50% recycled content in bags and 100% recycled cardboard in cartons. Additionally, all of the company’s packaging is fully recyclable when properly sorted and disposed.

“At first, people see packaging as simple product wrapping, but in reality, it’s much more than that. It shapes brand reputation, identity and recognition,” says Rafael Prota Barroeta, vice president, Packaging & Commercial Process Transformation.

“By prioritizing both safety and sustainability, we strengthen trust with our customers and consumers alike. At Ontex, we bring expertise in packaging design and functionality, offering our customers tailored support. This ability to advise and innovate is a key differentiator, reinforcing our commitment to being ‘Here for you.’”

Packaging Sells

Packaging also plays a crucial role in shaping consumer choices and has become a key element of marketing strategies. Research has revealed that 72% of American consumers say packaging design directly influences their purchasing decisions, meaning that the visual appeal and functionality of packaging can significantly impact whether a product is selected off the shelf. Furthermore, 84% of European consumers actively seek out recycling instructions, indicating that there is a growing awareness and desire for responsible packaging among shoppers. Finally, 77% of consumers express a willingness to pay more for products with sustainable packaging, highlighting the increasing importance of environmental considerations in purchasing decisions.

Sustainable diaper brand Dyper now incorporates fully recyclable kraft paper packaging into its newly designed diaper products. The paper packaging, which is manufactured in North America—marks a major step forward in both the single-use diaper and packaging industries.

“Dyper’s new product line represents a significant step forward in our mission to reduce plastic waste and build a healthier planet for our children,” says Sergio Radovcic, founder and former CEO of Dyper. “Parents shouldn’t have to choose between well-being and the environment. By using materials such as paper, natural wax and clay in our packaging and plant-based materials in our diapers, we hope to set an industry-wide example that we can all reduce our reliance on plastics as a society.”

The launch marked Dyper’s successful transition to fully recyclable paper packaging for single packs in retail stores – a first of its kind for the category in North America. Packaging for Dyper’s larger Club Boxes is also  fully recyclable, with inner packs utilizing post-consumer resin (PCR). Repurposing old plastics that would otherwise have gone to the landfill is central to driving the circular economy and a reduced carbon footprint. Additionally, Club Boxes and inner packs are now certified by the How 2 Recycle labeling program, which clearly communicates recycling instructions to the public.

Another eco-minded diaper brand Woosh, which focuses on recyclability of its baby care products, has chosen to use 100% recycled plastic for both the packaging and water proof innerlayer of its diapers. The Belgium-based company, which has partnered with Ontex in the collection and recycling of diapers, created a diaper that is both optimized for recycling and contains recycled material. This ties in perfectly with Woosh’s plans to build its own recycling and R&D center in Bruges, Belgium, with the ultimate goal of making the diaper chain circular.

Drylock Gets Emotional 

For Drylock Technologies, hygiene packaging is far more than a wrapper. It is the first safeguard for product quality and consumer safety. It prevents contamination, keeps products intact, and shapes how consumers perceive the brand. Its latest breakthrough in packaging is a patented nonwoven solution that showcases a product’s exceptional softness before the packaging is even open. The packaging, which was developed in partnership with the major Belgian retail chain Colruyt, is able to visually and physically reflect the softness of the product inside, creating an instant connection with consumers right there on the shelf. In-store, it received highly positive feedback from both retail teams and end consumers.

“Our new nonwoven packaging is made from a single recyclable material that contains recycled content, which means it is fully recyclable without losing durability,” Van Ingelgem says. “At the same time, it reflects the softness of the product inside, creating an immediate sensory connection.”

During in-store trials, consumers shared that the pack gave them confidence in the quality of the diaper even before opening it, and in consumer testing both the concept and the bag itself were scored very high. In this way, packaging evolves from being purely functional to also carrying an emotional parameter, perfectly fitting the consumer trend of soft and premium products. 

“For us, it perfectly embodies our company’s promise to innovate to protect. Packaging has always been part of that journey,” Van Ingelgem says. “Over the years we have continuously innovated in this area, with one of the best examples being the introduction of paper bags for diapers and across our full hygiene range. These steps show that innovation in packaging is as central to our DNA as innovation in the products themselves.”

Much of the inspiration for Drylock’s packaging concepts, in fact, come from looking beyond hygiene into other industries. Drylock’s paper pouch for light incontinence products was based on the coffee filter. It delivers the same level of protection as traditional packaging but is completely plastic free, recyclable, compostable and glue-free. The nonwoven pack follows a similar line of thinking. 

“We asked ourselves how packaging could represent the key benefit of the product even before purchase. For diapers that key benefit is softness,” Van Ingelgem says. “By creating packaging that feels soft to the touch, we allow consumers to experience the quality instantly, before they open the pack. Collaboration with packaging experts and retail partners was essential in bringing this concept to life, and it shows how innovation can translate functional protection into a premium and emotional consumer experience.”

From a company-wide standpoint, Drylock continues to focus on sustainability in all of its packaging. In 2022, the company became the first in its industry to completely eliminate 100% virgin oil-based plastic bags from its European portfolio. Since then, all of its European packaging has contained at least 15% recycled material, and today Drylock has a significant share of packs made with much higher percentages, including some with 100% recycled polyethylene. 

Drylock has also introduced paper packaging across its entire range, from baby to feminine and adult care, including paper bags produced entirely from recycled fibers. Another area of focus is biobased plastics, which can significantly reduce carbon emissions compared to conventional plastics. 

On top of these material changes, Drylock has reduced plastic use in its bag portfolio by 30% through eco-design, without compromising protection or quality, and is working on packaging solutions that optimize logistics, meaning improved palletization, greater efficiency and ultimately a better carbon footprint. 

“These are meaningful shifts that demonstrate how packaging innovation is happening across our full hygiene line,” Van Ingelgem adds. “Today 100% of our packaging is recyclable, reusable, or compostable. We also work with suppliers to reuse our own production waste, such as plastic cut-offs, to create new packaging materials. In 2024, close to 90% of our primary packaging contained recycled content and almost a third came from renewable sources. These results show that our sustainability commitments are not abstract goals. They directly shape how we design and produce packaging, ensuring that every solution combines performance, responsibility, and innovation.”

Keeping On Brand

In developing its brand of 100% plant-based flushable wipes, Loo Wipes felt that a sustainable packaging material was vital to its brand’s story. Not only is the packaging for the wipes sourced form green materials, it is also fully recyclable. 

“Because sustainability is at the heart of everything it does, incorporating recycled packaging reflects our commitment to reducing waste and minimizing environmental impact, while still delivering a premium experience through our wipes, clean juice and packaging designed for easy recycling,” the founders say. 

Loo Wipes dedicated over a year to developing and testing packaging solutions that could genuinely be recycled while maintaining a practical shelf life—a significant investment of time and resources. While creating a brand-new packaging format isn’t the easiest path for a new brand, it was essential to the company to make recycling a real option for customers in a category where it’s rarely possible. “In the flushable wipes market that’s dominated by plastic bags and films bound for landfills, we saw an opportunity for real change: creating clean, sustainable flushable wipes with a bold, innovative packaging design that merges form and function,” the founders say. “Our mission is to deliver a premium experience through plant-based wipes that are soft yet strong, genuinely flushable, and made with clean, non-toxic ingredients. Every detail—from our wipes to the easy-to-disassemble, recyclable packaging—is crafted for simplicity and sustainability.” 

According to recent research and studies, a significant majority of consumers take sustainability into account when making buying decisions and are willing to support brands that prioritize waste reduction and utilize environmentally friendly materials. Consumers see it as a way to align their spending with their values—turning purchases into small acts of positive impact. Many of Loo Wipes’ customers appreciate the design and functionality, but are equally motivated by the brand’s mission to minimize environmental impact. 

“We’re seeing that there is a growing community of eco-conscious consumers who are seeking products that blend sustainability and design, products that not only perform well, but also align with consumers’ evolving values,” the company adds.

Upping Recycling Efforts

In line with its vision to design packaging solutions that are compatible with circular systems for all product packaging by 2025, Kimberly-Clark’s Huggies diapers is partnering with TerraCycle, the international leader in recycling hard-to-recycle materials, to launch a free recycling program in the U.S. The Huggies Free Recycling Program  allows participants to recycle outer plastic packaging of Huggies’ baby diapers and wipes. Packaging from other brands from Huggies’ manufacturer Kimberly-Clark will also be included in the program, including Pull-Ups, Goodnites, U by Kotex, Depend, Poise, Scott, Cottonelle and Viva. 

In the U.S., less than half of the 80 million tons of packaging waste produced annually gets recycled, including packaging from the baby and personal care industry. The Huggies Free Recycling Program will help keep more packaging from diapers, wipes and other personal care and hygiene products out of landfills and incinerators.

 “Huggies puts the consumer at the heart of all we do,” says Andrea Zahumensky, Kimberly-Clark’s North American Baby & Childcare president. “We set out to make our consumers lives better while making the smallest environmental impact possible. Our partnership with TerraCycle supports that ambition and minimizes our plastics footprint.”

 “There’s a common misconception that single-use flexible plastic packaging can only be thrown away, but technically, almost anything can be recycled,” says Tom Szaky, founder and CEO of TerraCycle. “Our partnership with Huggies and Kimberly-Clark makes it easy and convenient for consumers to recycle hard-to-recycle packaging and contribute to a more sustainable future.”

TerraCycle is an international leader in innovative sustainability solutions, specializing in creating and operating first-of-their-kind platforms in recycling, recycled materials, and reuse. In the U.S., the Huggies Free Recycling Program will join TerraCycle’s extensive network of over 550 free recycling initiatives, launched in partnership with more than 300 organizations worldwide. To date, TerraCycle has recycled over 8.5 billion items.

 The Huggies Free Recycling Program is open to any interested school, individual or community organization. Participants can sign up on TerraCycle’s Huggies Free Recycling Program page, download a prepaid shipping label and send in the plastic packaging. Once received at TerraCycle’s material recovery facilities, the plastic packaging is shredded, cleaned and recycled into raw materials used to make new products.

Industrial Companies Follow Suit

2XL Corporation, a manufacturer of pre-moistened cleaning, sanitizing and disinfecting wipes and towelettes, introduced a redesigned wipe bucket constructed with 50% post-consumer recycled materials. The bucket and lid are also fully recyclable, reflecting 2XL’s ongoing commitment to more sustainable facility solutions. Packaging is registered with the How2Recycle program, authorizing 2XL to feature the How2Recycle logo.

“Our new Super Seal Bucket design reflects 2XL’s mission to continually evolve and improve—not only in cleaning performance but also in design, usability, and sustainability,” says Bob Giammanco, 2XL founder and president. “It’s a smarter solution for today’s facilities, with the same reliable wipes our customers trust every day.”

2XL has also upgraded the look of the new Super Seal Bucket with a more elegant, streamlined look to make it less industrial and more suitable for public and high-visibility spaces. A hidden handle tucks neatly into the lid when not in use, preserving a clean aesthetic. The new bucket is also designed to fit seamlessly with all 2XL stands and dispensers, featuring a user-friendly loading design and an easy-to-identify product label for added efficiency.

Likewise, industrial wipes maker  ITW transitioned its Scrubs-In-A-Bucket wet wipe range into recyclable plastic packaging. By utilizing recycled plastic, the buckets aim to avoid taxes on single-use plastic packaging as mandated in Spain and the U.K., with Italy introducing its own in July.

According to Lisa Marholt, product manager at Scrubs supplier ITW Industrial Solutions, changing the packaging was part of the company’s effort to participate in the circular economy.

“For circular economy to work, three conditions must be met: firstly, the basic material must be recyclable, secondly, the recycled plastic must find buyers and thirdly, the product made from recycled plastic must itself be recyclable again—we have taken all this into account with our new Scrubs buckets,” she says. “By converting our total production, we make it particularly easy for our customers, as everyone then automatically benefits from the increased sustainability.”