Thanks to its countless benefits, from malleability and durability to aesthetic properties, plastic had become unavoidable in the packaging industry. According to Plastics Europe figures for 2019, plastic demand in Europe reached 50.7 million tonnes, and packaging represented the largest share of demand.
But the negative impact of plastic pollution can no longer be ignored. Given the scale of plastic use in packaging, brands must rethink how they use it and identify more sustainable alternatives.
At Accent Diffusion, creating and developing home textile and bedding packaging for quilts, pillows and blankets has been our core business since 1994. This experience led us to develop WOOPAK®, a range of eco-friendly packaging solutions. More than ever, implementing sustainable packaging solutions will be essential for the following reasons.
1. Regulation is moving against plastic packaging and single use
In recent years, several measures have regulated the use of plastic on the European market. The Single-Use Plastics Directive approved in 2019 aims to reduce pollution from the single-use plastic items most often found in the environment and oceans.
Single-use goods are products used once or for a short period before being thrown away. To reduce their impact, several products have been progressively restricted or banned, while reuse systems and reusable alternatives are encouraged.
How does this affect home textile and bedding packaging?
For the bedding industry, this trend highlights two key parameters to consider when designing packaging:
- It should last and be reused.
- It should be made from more sustainable materials.
Removing packaging entirely may be the most eco-friendly solution in some sectors. But for bedding, because pillows and duvets are difficult to wash properly without damage and must remain hygienic, this option is rarely appropriate.
Some retailers have already gone further than limiting single-use plastics. In their stores, plastic pillow and duvet packaging has been replaced by sustainable alternatives made from kraft paper or bio-based materials.
2. Consumer behaviour is becoming more eco-responsible
At consumer level, the willingness to use more sustainable and eco-friendly packaging is clearly increasing. According to Two Sides’ European Packaging Preferences study published in 2020:
70% of consumers are actively taking steps to reduce their use of plastic packaging.
48% of consumers would avoid retailers that are not actively trying to reduce their use of non-recyclable plastic packaging.
Consumers are increasingly aware of ecological issues and more sensitive to the type of packaging they receive. Offering reusable, recyclable packing bags made from eco-friendly materials can make a real difference for the most eco-conscious consumers.
They do not want to choose between their ecological convictions and the packaging they receive. For a brand, sustainable packaging can therefore become a strong advantage in the market.
3. Sustainable material alternatives now exist for bedding packaging
Environmental awareness has encouraged innovation in many sectors. In recent years, many possibilities have appeared on the market to replace plastic packaging in a more sustainable way.
Our challenge at WOOPAK® was to identify the solutions suitable for our specific products. To package pillows and duvets, the material must be sustainable, resistant to product weight, tear-resistant and, if possible, customisable.
Our research and experience have focused on three main families of materials:
- Bio-based materials, also called plant-based materials, especially cellulosic materials such as kraft or biodegradable wood-fibre cellulose. They are easily recyclable in the existing paper recycling industry and can be functionalised to provide plastic-like properties such as resistance, stitchability and zip integration without compromising recyclability.
- Natural fibres, such as organic cotton, which are a strong alternative for reusable packaging with a natural component and high durability.
- Recycled rPET. Plastic should not always be excluded if it is recycled and recyclable. It can reduce the carbon footprint of packaging and support a circular economy, depending on local recycling habits and end-of-life infrastructure.
At WOOPAK®, we believe these solutions are complementary. The best choice depends on the product, consumer behaviour and the capacity of the target country to recycle the material used.
To go further, read our guide on which material to choose for a sustainable quilt and pillow bag and our article on eco-designing quilt and pillow packaging.
Sources: European Commission — Single-use plastics · OSPAR / Plastics Europe 2019 figures · Two Sides — European Packaging Preferences 2020.
