Why you should switch to biodegradable bubble wrap
Let’s be honest — bubble wrap is everywhere. It cushions so many deliveries we receive. That little sheet of plastic may seem harmless, but it's part of a much bigger waste problem. After all, the global economy thrives on fast shipping and next-day delivery, and packaging waste is piling up at alarming rates.
But thankfully, biodegradable alternatives are popping up — pun fully intended.
What’s wrong with traditional bubble wrap?
The classic plastic bubble wrap we’re all too familiar with is typically made from polyethylene (PE), a petroleum-based plastic. While it does an OK job at cushioning fragile items, it’s not so kind to the planet. Our beef with plastics in a nutshell:
Relies on fossil fuels: The petrochemicals used to make plastics are derived from fossil fuel mining and processing, which is literally choking the planet.
Non-biodegradable: It may take up to 1,000 years to break down, but scientists aren’t even sure — plastic was invented in the 1940s, and all the plastic ever made still exists.
Hard to recycle: Technically, bubble wrap is recyclable, but it requires special industrial processes and is more expensive to recycle than to make new plastic film.
Microplastics: When plastic bubble wrap eventually breaks down, it contributes to microplastic pollution.
Single-use mentality: Once the trapped air seeps out, bubble wrap is pretty useless and gets thrown into the bin.
The packaging may be short-lived in your hands, but its environmental footprint lingers long after the parcel has been delivered.
“Bubble wrap doesn't make sense anymore. And what they say is that we have a pain point, that usually there are so many damaged goods. So when they ship online, usually, the bubble wrap just breaks, and they need something more durable.”
— Andry Soo, SDR at Woola
The difference between reusable and biodegradable bubble wrap
While both reusable and biodegradable bubble wrap aim to reduce environmental harm, they do so in very different ways. One is about extending life, the other is about ending a life cycle well.
Reusable bubble wrap: give it a second (and third) life
Reusable packaging is designed for repeated use. Think of padded envelopes or wrap that’s durable enough for multiple shipping cycles. It's a fantastic option in closed-loop systems, such as internal shipping between warehouses or returns, where you can control and recapture the packaging.
But let’s face it, how often do customers actually return packaging? In typical ecommerce scenarios, reuse is rare. And what happens when it ends up in the bin? It's back to square one.
Learn more about Woola’s reusable alternative to bubble wrap.
Biodegradable bubble wrap: make it disappear
Biodegradable packaging, like Woola’s, is designed to break down naturally, even if it ends up in a landfill. No take-back systems, no hoping your customer does the right thing. It disappears on its own, leaving no toxic trail.
So, which one is better?
It depends on your business model:
Use reusable bubble wrap if you operate within a system where you can achieve a high return or re-collection rate. The other reason to opt for reusable bubble wrap is if it’s viable for your end user to repurpose it at home (see what Woola customers make with our reusable packaging).
Choose biodegradable bubble wrap if you're shipping directly to customers and want to reduce waste at the end of the parcel’s journey, without putting the onus on the customer to reuse or recycle the packaging.
Woola’s Bubble Wool ticks both these boxes: It’s versatile and protective during shipping, and can be returned, repurposed, or simply composted at home. Learn more in the next section.
Biodegradable bubble wrap options
Unlike traditional plastic options, biodegradable bubble wraps are made from materials like:
Wool
At Woola, we use leftover wool from Estonian farms to create packaging that cushions, protects, and breaks down naturally. This wool is a by-product of the sheep farming industry, too coarse for textiles, and would otherwise go to waste. We give it a second life as soft, shock-absorbing packaging.
Our wool-based packaging has already replaced over 200,000 m² of plastic bubble wrap. That’s the equivalent of more than 20 football fields. And we’re just getting started.
Wool is breathable, temperature-regulating, and naturally elastic, making it ideal for fragile items like jewellery, skincare, eyewear, and supplements. It doesn’t shed microplastics, and even if it ends up in a landfill, it breaks down into CO₂, water, and biomass. With its premium feel, wool is a packaging solution that your brand and customers can feel good about.
“Wool bubble wrap really adds the wow effect in every box.”
— Ann Kaer, Marketing Manager at Woola
Cellulose (plant-based materials)
Cellulose is the main component of plant cell walls. It’s strong, flexible, and renewable. Packaging made from cellulose (often derived from wood pulp or cotton) mimics the protective qualities of plastic wrap while staying compostable and biodegradable. It can be processed into films or sheets that offer lightweight protection.
This plant-based material is ideal for wrapping items that don’t require heavy-duty cushioning. Think of it as nature’s bubble wrap. It can be used by sustainable brands that want to reduce their plastic footprint without compromising protection.
Recycled paper fibres
Recycled paper fibres are one of the most widely adopted alternatives to plastic bubble wrap. These fibres can be turned into crinkled, corrugated, or honeycomb paper padding, which is flexible enough to wrap around delicate items and tough enough to absorb impact. At Woola, we combine recycled paper with wool in our Wool Envelopes, creating a protective packaging option that’s fully biodegradable and easy to recycle.
Recycled paper packaging works beautifully for brands with a minimalist or rustic aesthetic. It’s tactile, easy to print on, and perfect for items like books, accessories, or anything that needs a gentle yet secure wrap.
Bioplastics
Bioplastic packaging, most often made of PLA (polylactic acid), is produced from fermentable plant sugar. Most commonly, starches from plants like corn, cassava or sugarcane are used.
This plant-based option is often formed into foam-like shapes or pellets and used as protective fill. Unlike Styrofoam, its petrochemical twin, bioplastics are compostable, but usually only in industrial facilities. In other words, they aren’t always biodegradable.
Image source: Lekac
So, while bubble wrap made of bioplastics is definitely better than fossil-based plastics, it’s not ideal. It’s not very reusable, and not necessarily biodegradable. If you do find bioplastics that claim to be biodegradable, be sure to check for 3rd party certifications that confirm such claims.
Important note: As starch derived from corn (or maize) is the most commonly used material for making bioplastics, it’s worth noting that growing the crop to replace fossil-based plastic is not always resource-efficient. Even more, it is often grown on land that farmers could use to grow food, which can negatively affect food prices. Most industrial corn is also grown in huge monocultures, which deplete soil health and reduce biodiversity.
These are also some of the reasons why we’ve eliminated PLA from our Wool Envelope inlays and switched to a proprietary 100% wool-binding method.
In a battle between plastic and cornstarch, cornstarch wins, as it is derived from plants and causes less harm in its end-of-life cycle compared to plastic. But it’s likely not the best alternative on the market.
Ready to make the sustainable switch?
Let’s step back for a moment. Packaging is often the first physical touchpoint customers have with your brand. It’s the thing they see and touch before they experience your product. If your packaging is cheap, generic, and wasteful, it sends a message you may not intend. Sustainable, biodegradable packaging like Woola’s tells a different story. It shows:
You care about your planetary impact.
You invest in quality.
You go the extra mile to create a memorable customer experience.
Woola customers are premium retailers in industries such as cosmetics and supplements, electronics, and fashion accessories. Some of these hese brands ship hundreds of thousands of parcels each year and are reducing their carbon footprint at the same time. Plus, they’re investing in a premium and purposeful unboxing experience.
Sustainability isn’t a buzzword anymore. It’s a buying decision. Investing in better packaging will make a huge difference in your supply chain. It’s also a good first step to creating a more sustainable business that doesn’t depend on fossil fuels.
Contact our sales team or request your free Woola sample to experience premium biodegradable bubble wrap.
Frequently asked questions: Busting biodegradability myths
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Not quite. While biodegradable materials do break down over time, the rate depends on the environment. Factors such as temperature, moisture, and microbial activity play a significant role in this process. But even at the slow end of the scale, biodegradable materials still beat plastic, hands down.
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Not necessarily. Wool is tough: the fibre is elastic, durable and protects from moisture as well as temperature extremes. We take that same durability and engineer it into packaging that’s shock-resistant, crush-resistant, and just as effective as plastic. It just has a much longer lifespan, and is great to look at and unbox.
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We’re not going to sugar-coat it. Sustainable materials often carry a higher price tag up front. But the long-term value? That’s where it shines. Premium packaging conveys to your customers that you care about quality, the environment, and the overall customer experience. And that message is priceless.