The European Union's Single-Use Plastics Directive (SUPD), which came into full effect in 2021, is now driving significant reformulation investment across the wet wipes industry. By 2025, all wet wipes sold in the EU must bear labelling indicating plastic content, and member states are advancing national measures to restrict non-flushable wipes in certain applications.
What the Regulation Requires
Under the SUPD and related Extended Producer Responsibility (EPR) schemes now active in France, Germany, Spain and the UK:
- Wipes containing plastics must carry mandatory on-pack labelling stating "Contains plastic — Do not flush"
- Producers must register with national EPR schemes and pay eco-modulation fees based on packaging recyclability
- Several markets are advancing proposed bans on plastic-containing wipes for use in public toilets and institutional settings
Industry Response
Major manufacturers have accelerated development of plastic-free non-woven substrates using:
- Viscose (lyocell) fibres — biodegradable and EDANA-certified flushable
- Wood pulp / cotton blends — naturally biodegradable wet-strength substrates
- Spunlace non-woven from natural fibres — meeting INDA/EDANA flushability guidelines
Implications for OEM Buyers
Importers and private-label buyers sourcing wet wipes for EU markets should verify that their manufacturer can supply compliant formulations and carry the appropriate test reports (EDANA ERT 601.1 flushability, EN 17432 biodegradability). Non-compliant products face market withdrawal and fines in EU member states.
