With wipes found across now many use categories, what’s changing isn’t just how much consumers use wipes — it’s what they expect from them. Functionality, better sustainability, and value for money now define the category’s competitive edge.

Private labels have been gaining traction in a higher cost-of-living environment.

In Europe, where inflation has modified consumer spending habits, shoppers are looking for more affordable options for everyday products — but paying less doesn't mean expecting less. They still want wipes that deliver on quality, performance, and better sustainability.

This shift has prompted retailers to invest more in their own private-label ranges, turning them into choice products rather than a budget-smart backup. So, both retailers and major brands are rethinking what they put on the shelf. We’re now seeing wipes with improved formulations, better substrates, and more sustainable packaging.

Shift towards sustainability & material innovation

Consumers increasingly expect wipes that are as clean for the planet as they are for the skin. Consumers now expect sustainability as a built-in feature — and regulators are moving fast.

In Europe, for example, the Packaging and Packaging Waste Regulation (PPWR) will require design for recyclability, stricter recycling targets, minimum recycled content in plastic packaging, and mandatory on-pack labeling.

At the same time, Amcor’s 2025 consumer research shows that 84% of shoppers now check on-pack recycling instructions, and that “recyclable packaging” is the most easy-to-understand claim on the shelf. Consumers want to do the right thing, so they need clear, credible labels to guide them.

Amcor, in partnership with Fedrigoni, has developed a recyclable wet wipes pack where the flow wrap and the opening device can be recycled together. This new solution uses Amcor's AmPrima® Plus mono-PE flow wrap and Fedrigoni's semi-rigid polyethylene (PE) label. This mono-material solution is certified recyclable by RecyClass and Cyclos-HTP.

The next stage in the circular journey is not just recycling but also using recycled materials. Consumers increasingly want to see evidence of the things they recycle being used to make new products.

80% of European shoppers now say that “made with recycled materials” is an important claim when choosing home cleaning or personal-care products.

Market adoption is already accelerating. Major players in the sector have introduced baby-wipe packs made with 50% recycled plastic, and others are following this trend for their household and surface-cleaning wipes packaging.
Amcor’s AmFiniti™ recycled material offering enables brands to integrate post-consumer recycled (PCR) content into flexible packaging, helping them to reduce their plastic waste and the consumption of virgin resources.

Convenience Still Defines the Experience

Sustainability might lead the agenda, but convenience remains central in the consumer’s experience. Consumers expect wipes packs that open easily, reseal reliably, and keep every wipe fresh until the last.

In addition to standard wipes lidding, the Amcor's flow wrap for wet wipes can be combined with Fedrigoni’s "open&close" semi-rigid, patented label technology, which ensures convenient and secure resealing for maintaining product freshness.

Interested in knowing more? Meet me at the Go Wipes Conference

I’ll be attending GO Wipes Conference 2025 where I will be chairing a session on "User and Retail Behavior". I’d be happy to discuss how packaging innovation can shape the next chapter for wipes — from recyclability and recycled content to new materials like paper.

If you’re planning to be there too, contact me and let’s meet, share insights, and explore how we can make more sustainable wipes packaging both real and scalable.