As we move further into 2025, we’re able to see further opportunities in which wet wipe brands can innovate and grow, alongside the challenges that require foresight and adaptability. At Guardpack, our UK leading wet wipe manufacturers strive to keep our suppliers and other brands ahead of the curve by identifying key trends, anticipating challenges, and providing solutions to meet the demands of the ever-changing marketplace. Here, we discuss recent topics of interest.
Challenges Facing Wet Wipe Brands in 2025
Environmental Concerns and Sustainability Demands
The global call for sustainability has never been louder. Wet wipes, traditionally made from non-biodegradable materials such as plastic fibres, have faced increasing scrutiny for their environmental impact. With the plastic wet wipe ban coming into play, combined with the demand for more eco-friendly products, brands are under pressure to transition to recyclable materials now.
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As regulatory bodies across the globe tighten their restrictions on single-use plastics, wet wipe brands should be rethinking materials, production processes, and packaging to ensure an eco-friendlier approach.
While eco-friendly alternatives are on offer, many brands have been reluctant to try these until now. Worries about functionality and quality of a more sustainable product have caused concern. At Guardpack, we are at the forefront of creating solutions that help brands meet these sustainability expectations. By investing in research and development, we continue to improve the performance and affordability of sustainable materials, ensuring that our partners can deliver high-quality products without compromising on environmental values.
Supply Chain Disruptions
The COVID-19 pandemic highlighted the vulnerabilities of global supply chains. In 2025, despite many sectors recovering, supply chain disruptions still pose significant risks. The wet wipe industry is particularly sensitive to such disruptions, as it relies on a steady flow of raw materials, such as fibres, chemicals, and packaging. Any delay or shortage in these materials can directly affect production timelines and costs.
At Guardpack we work closely with our network of reliable suppliers to create robust, flexible supply chain models. By diversifying sourcing options and maintaining close, long-term relationships with key suppliers, we aim to reduce the impact of supply chain bottlenecks and ensure that our customers’ demands are met on time, every time.
Regulatory Compliance
Governments around the world are becoming increasingly vigilant about the safety and environmental impact of products like wet wipes. In the European Union, for example, there are updated regulations regarding the types of chemicals that can be used in wet wipes, as well as requirements for labelling and waste management. In the United States, the FDA has yet to issue comprehensive guidelines for wet wipes, but there are growing calls for clearer standards around product safety and transparency.
As the regulatory landscape becomes more complex, wet wipe brands must be proactive in ensuring compliance. Failing to do so can lead to costly recalls, damage to reputation, and legal consequences. Guardpack is committed to helping brands navigate by staying up-to-date with the latest regulations, assisting in the development of compliant products, and ensuring that all our materials are tested and safe. We will always ensure you stay compliant with the most recent legislation.
Opportunities for Wet Wipe Brands in 2025
Innovation in Product Development
The demand for wet wipes is expected to continue growing in 2025, with new opportunities emerging in both the personal care and household sectors. Consumers continue to seek wipes for a wide range of purposes, from baby care to sanitising, personal hygiene, and even cleaning household surfaces. This provides wet wipe manufacturers with an exciting opportunity to expand their product lines.
This being said, consumers are looking for products that are not only effective but also aligned with values like sustainability, natural ingredients, and ethical manufacturing. For wet wipe brands, this means adapting offerings to meet these shifting preferences. The key to success will be agility and the ability to understand and cater to niche consumer needs.
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At Guardpack, we are constantly innovating with new formulations and custom solutions that can help our partners deliver exactly what consumers are looking for. By staying ahead of these trends, we can help our partners create products that resonate with a broad customer base, helping them to stand out in a competitive market.
Growth of E-Commerce and Direct-to-Consumer Models
The e-commerce boom, accelerated by the pandemic, shows no signs of slowing down in 2025. Wet wipe brands that embrace online sales channels, particularly direct-to-consumer (DTC) models, stand to benefit from increased visibility, direct engagement with consumers, and better control over brand positioning.
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For brands looking to expand their digital presence, Guardpack provides packaging and design solutions that are optimised for e-commerce, with clear labelling, so consumers know exactly what they’re getting. We assist brands in creating an impactful product that stands out online.
Global Expansion
Emerging markets in Asia, Latin America, and Africa represent significant growth opportunities for wet wipe brands this year. Rising disposable incomes, urbanisation, and continued increased awareness about hygiene are driving demand for wet wipes in these regions. However, navigating these markets requires a deep understanding of local preferences, regulations, and supply chains.
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Guardpack’s global connections and expertise in international trade and regulations ensure that brands can successfully enter and grow in these high-potential markets. By adapting product formulations and packaging to suit regional preferences and complying with local regulations, Guardpack and our trusted contacts can help brands expand their presence while maintaining product integrity.
Partner with Guardpack
At Guardpack, we aim to empower wet wipe brands to not only meet any challenges but also capitalise on the opportunities ahead. By staying ahead of the curve, we help our customers thrive in evolving markets and help to deliver products that consumers trust and love.
If you’re looking to partner with a trusted wet wipe manufacturer who genuinely cares and are passionate about the work they do, get in touch with Guardpack today.
Simply fill out our contact form, email us at trade@guardpack.co.uk, or speak to one of the team today on 01245 505807. We look forward to hearing from you!
