A number of U.K.-based retailers are pledging to ban the sale of wipes containing plastics in an effort to curb non-biodegradable waste and solve sewage problems they feel are being caused by improper flushing, a move that wipes industry stakeholders fear could backfire. Instead, these associations feel wipes makers and retailers should focus on proper labeling and increasing consumer education to solve problems associated with wipes.

In April, Boots became the latest retailer to announce a plan to stop the sale of plastic-based wipes, joining the likes of Tesco and Aldi. These efforts could impact baby wipes made by international conglomerates like Procter & Gamble and Huggies.

“Our customers are more aware than ever before of their impact on the environment, and they are actively looking to brands and retailers to help them lead more sustainable lives,” says Steve Ager, chief customer and commercial officer of Boots. “We removed plastics from our own brand and No7 wet wipe ranges in 2021 and now we are calling on other brands and retailers across the U.K. to follow suit in eliminating all plastic-based wet wipes. We all have a responsibility to protect our planet. By joining forces to inspire more positive action, we can collectively make a big difference.”

One of the biggest sellers of wet wipes in the U.K., Boots reformulated its own-brand ranges of wipes to be plastic-free last year. Tesco, meanwhile, cut sales of baby wipes containing plastic in March, two years after eliminating plastic from its store brand wipes.

We have worked hard to remove plastic from our wipes as we know how long they take to break down,” says Tesco group quality directory Sarah Bradbury. “There is no need for wet wipes to contain plastic so from now on we will no longer stock them if they do.”

Some of the reformulated wipes, like Aldi’s Mamia baby wipes, which are now biodegradable, have been criticized by parents for an inferior performance.

Heidi Beatty, principal of Crown Abbey, a nonwovens and absorbent products industry consultant group based in the U.K., reports that formulators needs to weigh a number of factors including performance and cost when developing wipes.

“In some cases switching from plastic derived raw materials to bio-based feedstock has resulted in a negative impact on performance,” she says. “In the U.K., parents have expressed anger over reformulated baby wipes sold by Aldi, claiming the quality of the biodegradable wipe has changed and they need to use more product to get the job done.”

Baby wipes, in particular, are challenged with extremely tight margins, meaning a formulation change may be cost prohibitive.

“It is a fine line for the product developer to walk, to ensure the consumer needs are met while trying to launch a more sustainable product,” Beatty adds. “In such a commoditized market, baby wipes in particular have had a bumpy road with at least one big brand already choosing to exit the category all together.”

While these moves have been lauded by wastewater agencies like Rider Drains in the U.K., wipes advocacy groups like EDANA, in Europe, and its North American counterpart, INDA, favor a focus on labeling, testing and consumer education. Studies by these group have found that only a small percentage of sewage problems can be attributed to flushable wipes. The two associations, along with their membership, have spent more than a decade working on developing flushability standards and labeling requirements for all sorts of wipes.

Gil Stevens, external relations and sustainability director of EDANA, says that EDANA does not support a ban on wet wipes containing plastic, and instead feels that focusing on the intended use of the product—rather than its composition—is more likely to eliminate problems related to disposal.

“The design and composition of wet wipes should be determined by their intended use,” he says. “A wet wipe that is disposed of properly can be made from any number of materials, including plastic, if discarded appropriately according to label instructions.”

In recent years, companies throughout the wipes industry supply chain have focused on creating a more sustainable product line both through raw material adjustments, manufacturing changes and packaging design, however the use of plastic-based raw materials continues to be strong in certain wipes segments, like baby care, due to the combination of efficacy and affordability the materials offer.

“Innovation and new approaches are the best way to continue to ensure consumers have the best products and experience whilst continuing to drive to circularity,” Beatty adds. “We clearly can’t have all wipes move to one source of fiber, as that will tip the balance again in a negative way – driving up prices and using valuable resources for instance – and we need to work together as an industry to both develop the right-fit products as well as help educate and explain our choices in a transparent way.”

One example of a possible path forward is the action taken by the European Union with its Single Use Plastics Directive (SUP) (2019/904). The legislation imposes clear marking requirements on plastic-containing wet wipes, inspired by the existing voluntary industry code of practice. Meanwhile, in the U.S., a bipartisan effort is underway in Congress to establish federal requirements for the disposal of wipes to carry prominent “Do Not Flush” labeling on packaging of non-flushable wipes. This legislation has been applauded both by U.S.-based INDA, the Association of the Nonwoven Fabrics Industry, and CASA, the California Association of Sanitation Agencies.

“CASA applauds Senator Merkley and Senator Collins for introducing the WIPPES Act. This bipartisan legislation addresses the flushing of non-flushable wipes that has plagued the clean water sector for decades and protects the billions of dollars ratepayers have invested to clean up our waterways and protect public health,” says CASA executive director Adam Link. “Lacking proper disposal instructions, consumers unwittingly end up flushing these single-use, synthetic wipes that can clog pipes, pumps and treatment equipment. Establishing common sense ‘Do Not Flush’ labeling practices addresses this problem at the source. CASA also appreciates the bill’s grants program to support education and outreach activities that expand ratepayer awareness of the ‘Do Not Flush’ label and ensure these wipes do not make their way into our wastewater systems.”

Stakeholders also fear that consumers could confuse plastic free with flushable, which is not always correct, leading to increased instances of improper flushing.

“It is likely for consumers to associate ‘plastic free’ with ‘flushable,’ which is not always correct. Confusion might lead to increase the occurrence of blockages in the sewer, which would be counterproductive,” Stevens adds.

In response to these retailer mandates and consumer demand, suppliers to the wipes market have stepped up their efforts in developing alternatives to plastic wipes. In June, Suominen introduced Biolace Silva to the European markets. Biolace Silva is a nonwoven with exceptional cleaning power and a 50% lower carbon footprint than 100% viscose products. It is not only environmentally conscious consumers’ choice, but also for the consumer who values time and premium feel on the skin.

Biolace Silva uses the natural power of pulp to provide exceptional cleaning performance and cloth-like look and feel, making it a well-balanced nonwoven supporting multiple end uses in the consumer and professional markets.

Biolace Silva works to reduce cleaning time and provide greater convenience by utilizing 150% more fiber surface area compared to standard viscose for difficult cleaning tasks. In addition to its great cleaning abilities, Biolace Silva is a premium wetlaid nonwoven with great strength and thickness. Due to its excellent stability and low 2:1 MD:CD ratio, it is perfect for easy converting and one-at-a-time dispensing.

Markets for baby products are making a turn in consumer expectations and growing the market for more sustainable products for sensitive skin without compromising on high quality. By using plant-based and plastic-free raw materials, Suominen has developed a product to match the values and expectations of consumers. Consumers are looking at the entire supply chain, so it is important for Suominen to create products that reduce CO2 already in the earlier stage of the supply chain.

Biolace Silva uses some of the best and most natural assets that forests have to offer. Biolace Silva is a biodegradable and compostable nonwoven using natural fibers with a significantly lower carbon footprint compared to viscose fibers.

Suominen not only claims Biolace Silva as good for the environment but its cellulosic fiber content has also been confirmed through independent certification and is 100% biodegradable.

Like Suominen, Berry Global has made a strong commitment to sustainability when it comes to its wipes-related investments. The nonwovens producer is currently underway with two investments—a proprietary Spinlace production line in North Carolina and a spunlace machine in the Netherlands. The Spinlace, the company’s fourth, has the ability to be retrofitted to accommodate sustainable materials, and the spunlace investment will produce Berry’s new Evolve range, which is described as having sustainability at its core.

“Our team in Europe, working closely with our equipment suppliers have done an amazing job during challenging times to commercialize this asset on time,” says Robert Weilminster, EVP & general manager for US & Canada Hygiene. “We are excited to see the launch of Berry’s latest spunlace offerings incorporating our proprietary technology in the marketplace in wipes, hygiene and other specialty applications.”

Output from these investments will primarily target the wipes market, which has seen tremendous growth across multiple categories in recent years.  While Berry has seen some variability in the disinfecting wipes market in various regions, the fundamentals in the market remain sound.

Additionally, Albaad emphasized sustainability in announcing its latest investment, a €50 million nonwovens line targeting biodegradable and flushable wipes. The line, the company says, will produce a sustainable fabric that will be made entirely from natural fibers, biodegradable, fully flushable and plastic-free. The market launch is scheduled for 2023 and is indicative of the company consistently continuing its sustainability strategy. When improperly disposed of, the tear-resistant wipes made of viscose- polyester fibers can be problematic and damaging. Furthermore, products that are not biodegradable and flushable are a burden on the environment.

“As one of the world’s largest producers of wet wipes and nonwovens, we at Albaad understand and embrace the importance of innovation as an engine that drives growth and we are committed to delivering eco-friendly products of the highest quality in order to create a better world for us to live in,” says Albaad CEO Dan Mesika.

By establishing the new sustainable nonwoven product line, Albaad aims not only to make an active contribution to the environment, but also to meet growing customer demand for environmentally friendly alternatives. The new nonwoven material will be used in all of the manufacturer’s product categories, including moist toilet tissue, wet wipes for baby care and feminine hygiene, household wipes and personal care wipes. “The material will be plastic-free and biodegradable, as it will be made only from natural fibers. However, the quality of the product will definitely not be neglected,” Mesika emphasizes. “This makes Albaad one of the first wet wipes companies in the world to be fully integrated with a range of environment friendly products growth through sustainable innovation.”

The new product line is being developed using an innovative technology from the nonwovens industry. Albaad, as a leading European wet wipes manufacturer, aims to further optimize its capabilities and competencies in the development of sustainable products by using this technology. The new nonwoven will be manufactured at the company’s production site in Israel and shipped to all its sites worldwide. In the future, not only consumers will benefit from more choice when shopping, but the expansion of the product range will also create additional employment at Albaad. “Innovations are a significant source of corporate growth and value creation. We are therefore convinced that this investment will quickly pay off,” says Mesika.

Product Focus

On market shelves, companies are ramping up efforts to launch products that don’t contain plastics. This year, WaterWipes launched its new 100% biodegradable and plastic-free wipes, making WaterWipes the first major U.S. baby brand to change all their wipes to be 100% biodegradable, plant-based, plastic-free and compostable. WaterWipes baby wipes are even made using 100% green energy (wind). This change, which has also been rolled out globally, will mean WaterWipes will save the equivalent of 228 million plastic bottles and 3.28 Olympic-sized swimming pools of water a year and most importantly, be part of the movement to help reduce the amount of waste filling landfills.

“As the world has grown more environmentally conscious, so has WaterWipes,” says Lindsay Martin, vice president, WaterWipes North America. “With the U.S. launch of biodegradable and plastic-free wipes we’re excited to offer a product that is better for the planet, without compromising the quality of our wipes. This launch marks another step forward in WaterWipes’ commitment to sustainability.”

WaterWipes baby wipes will continue to be made with just two ingredients, 99.9% purified water and a drop of fruit extract. The new launch means parents and healthcare professionals no longer need to compromise between cleansing and helping protect their baby’s skin and choosing the better option for the environment.

Billions of baby wipes are used in the U.S. each year — imagine the impact WaterWipes could make if every American switched to biodegradable wipes, helping to reduce overall impact on the environment one small step at a time. Additionally, baby wipes are often made with or from plastic materials such as PET, polypropylene, or cotton woven together with plastic resin, and 8 million metric tons of plastic waste enter the ocean each year. WaterWipes biodegradable and plastic-free wipes are USDA Certified Biobased made with viscose, are 100% compostable and take only four weeks to biodegrade. Like cotton and linen, viscose is highly absorbent, soft and strong for effective cleaning, but gentle enough for even the most delicate skin. When switching to biodegradable and plastic-free wipes, consumers are taking a step towards a more sustainable life.

Like all WaterWipes formulations, the new biodegradable and plastic-free wipes have undergone rigorous testing which included product quality, safety, biodegradability and compostability testing to ensure only the highest standard of product.

In household care, leading disinfectant wipes brand Lysol has been honored for its Disinfecting Wipes Made From 100% Plant-Based Fibers, which have been named the 2022 “Product of the Year” award winner in the Disinfecting Wipes category by Product of the Year USA – the largest consumer-voted award for product innovation in the country.

Lysol Disinfecting Wipes Made From 100% Plant-Based Fibers are formulated to kill 99.9% of viruses and bacteria on surfaces around the home. The plastic-free wipe is made from 100% plant-based fibers and comes in a recyclable canister. Like other Lysol disinfecting wipes, Lysol Disinfecting Wipes Made From 100% Plant-Based Fibers clean and disinfect most household hard, non-porous surfaces and kill the Covid-19 virus in 30 seconds.

Another natural brand targeting the disinfectants category is biom. With biom, consumers can feel confident about the ingredients in their cleaning products, in addition to their impact on the environment.

While the pandemic has driven a 150% increase in the use of disinfectant wipes, consumers are unaware of the harm they cause. Aside from containing toxins, nearly 90% of wet wipes consist of non-recyclable plastic fibers that never break down, which contributes to billions of pounds of plastic waste each year. biom’s offerings are plastic-free, plant-based (made from 100% viscose), skin-friendly and biodegradable, containing all-natural scents derived from essential oils.

“I was shocked at what I learned once I began paying closer attention to cleaning wipes, especially from the larger brands that I had always trusted,” says Will Gahagan, co-founder and CEO of biom. “As I spoke with others about my findings regarding the plastic fibers and harmful toxins that these products contained, it became obvious that the majority of consumers were unaware of how bad wipes can be for both ourselves and the environment. Our goal with biom is to encourage better habits by providing beautiful, human and planet-friendly wipe options that people can actually believe in.”

biom’s All-Purpose and Sanitizing Starter Kits are available from $39, which includes a refillable dispenser and two wipe refills. The first two refills are free with the purchase of a subscription.