Ah, yes, plastic vs paper, the classic packaging material face-off. But which is the more responsible choice for businesses and the consumer? Well, the answer may not be as simple as you think.

For businesses, there’s no going wrong with building a reputation for supporting sustainable causes. With the EU taking a harder line on reducing plastic packaging targets¹ within the next 10 to 15 years, the time to make the right choice is now.

Let’s compare the two most popular packaging materials and find out if wool is truly a more sustainable solution.

Plastic

Pros	Cons
Flexibility and resilience	Relies on fossil fuels (need we say more?²)
Cheap to produce	A significant amount of greenhouse gas (GHG) is emitted at every stage of its lifecycle
Light and easy to transport	Centuries-long degradation time6 (and plastic never really disappears, it just breaks down into smaller and smaller pieces, resulting in microplastics)
	Recycling is not an option for many types of plastic
	Resource-intensive recycling, when it is possible to recycle
	Almost always single-use

As a result of the pros of plastic, it has become one of the most widely used packaging materials. Unfortunately, the environment is paying the price for the cons. Ocean life is especially impacted by the pollution – multiple research studies discovered plastic in:

Ignoring the carbon dioxide emissions is a recipe for disaster, and while water use may not be as intense compared to paper production, the reliance on fossil fuels more than makes the difference. After all, plastic and CO2 go hand in hand.

Paper

Pros	Cons
Easy to recycle	Poor choice for greasy or chemical products
Biodegradable	Deforestation, unless sourced responsibly
Versatile	Significant greenhouse gas (GHG) emissions during production
Can be reusable, if designed well	High water usage during production
	Not water-resistant unless coated with plastic film
	Does not offer a lot of protection, unless excess material is added

In terms of recyclability, paper always comes out on top. It might be slightly heavier than plastic products, but its production does not rely on burning fossil fuels and it can be designed to be reusable..

Paper isn’t perfect, though. It’s a poor choice for packaging fragile products and anything greasy (check your last fries wrapper, it’s not a pretty sight). Being treated with plastic or chemicals also ruins some of its main selling points (recyclability and biodegradability), and removing those layers requires intense work.

Then there’s the fact that it takes 24 trees to make one tonne of paper⁷. Wildlife numbers and soil quality will drop if trees aren’t replaced equally, and it takes hundreds of years for them to grow back.

Paper production also has a larger greenhouse gas footprint than plastic. How, you ask? It takes nearly four times the energy⁸ to produce a paper bag than a plastic one.

In some cases, paper weighs more than plastic. This means more fuel is used when paper is transported in bulk, raising its carbon footprint even more.

Companies and consumers want a plastic-free future

Many companies see the benefit of making the switch to sustainability. Some of the world’s biggest brands, such as the LVMH Moët Hennessy Louis Vuitton group, are actively moving away from fossil-based plastics. At the same time, many corporations like L'Oréal keep pushing back their sustainability targets, and others like Amazon and Nestléhave been found guilty of greenwashing tactics⁹.

But it’s not all doom and gloom. We think it’s a positive sign that large corporations are being held accountable for unethical behaviour — it shows that policymakers are serious about sustainability.

One of the biggest factors in the battle between plastic and paper packaging is EU legislation. The EU has been striving to limit plastic production for years, aiming for a 5% reduction by 2030¹, 10% by 2035, and 15% by 2040. This also extends to the ban of single-use plastic packaging by 1 January 2030.

So, that means paper is the best choice, right?

With companies moving away from plastic-based packaging, you’d think paper would be the perfect fix to curbing plastic waste. Let’s not get too carried away just yet.

As mentioned before, paper packaging production can have a massive environmental impact. In fact, the European Environmental Bureau (EEB) went so far as to say in a report that paper-based packaging is a “false solution”¹⁰ and that the EU should curb growing packaging waste, no matter the material. This is an effort to lessen the impact on forests, biodiversity, human health, water use, and, ultimately, climate change.

Still not convinced that paper packaging is the way forward? Let’s take a closer look.

Deforestation

In 2023, the EEB found that paper-based packaging is the largest source of packaging waste¹¹ in the EU, estimating that nearly 32.7 million tonnes of waste were produced in 2020 alone. The report found that Brazil, the biggest provider of pulp and paper to Europe, tripled its production in the last 20 years, utilising plantations that cover 7.2 million hectares. That’s double the size of Belgium!

Things don’t look much better for European paper providers, either. Overlogging in Finland has made the country a net emitter of carbon dioxide emissions, with over 76% of Finnish forests classified as threatened. Not exactly a forward-thinking kind of approach.

Water use and pollution

Eucalyptus and pine are Brazil’s main sources for producing paper pulp. These have only increased water scarcity and biodiversity loss¹² in that country. Similarly, in 2023, Uruguay saw record lows for rainfall but still opened one of the world’s largest pulp mills¹³, even with the capital of Montevideo running out of fresh drinking water.

There’s also the risk that wastewater from pulp mills contains pollutants that can spill into rivers and other water supplies. A research paper found that the pulp and paper industry produces some of the most harmful waste¹⁴ released into rivers:

Fatty acids
Resin acids
Dioxins
Furans
Phenols
Biocides
Other chemicals

How do consumers feel?

Environmental issues are one thing, but what does the choice of packaging material mean for the average consumer experience on a practical level? When unboxing their packages, using one material over another could drastically affect how a brand might be perceived, especially by those more conscious of sustainability.

This is backed up by research done at the University of Reading, UK, which found that texture is an important component¹⁵ for consumers. Paper beats plastic in this regard. In the study, they focused on food packaging, and paper being matte and soft to the touch, and the rustle that comes with handling it gave the product a more premium tone.

Meanwhile, plastic offers a mass-produced, synthetic feel and a bad impression about a brand’s commitment to sustainability. Ultimately, consumers want something that feels high-quality in their hands.

So now that we know what consumers want from their unboxing experience and where plastic and paper succeed or fall short, it’s time to look at an alternative that combines the strengths of both without the downsides of either.

Wool you believe it!

Nearly 200,000 tonnes of sheep wool are wasted in Europe annually, yet this incredible, renewable fibre can do so much more for the world. Woola’s waste wool packaging takes all the positives of paper and plastic and keeps the benefits coming. It’s:

A waste product
Reusable
Biodegradable and home-compostable
Versatile
Durable, yet soft enough for premium products
Shock absorbent
Water repellent
Fire retardant

Wool also gives products even more of a premium feel than paper does, as it’s universally perceived as a valuable material. Here’s the lowdown on our packaging products:

Wool Envelopes

Small, fragile items such as beauty products and jewellery are perfect for our Wool Envelopes, double-layered packaging that combines shock absorption, water repellency, and temperature regulation. Plus, they can be branded with your logo to share your message of sustainability.

You'll rest easy knowing any fragile goods in these envelopes are safe.

Bubble Wool

Our most photogenic product yet, Bubble Wool is designed to protect bulkier items, such as ceramics or artwork

Bottle Sleeves

We have a selection of Bottle Sleeves that fit every standard bottle size to protect beverages during transit.

Wool Boxes

Looking for a more customised solution for your fragile or premium items? Contact us to find out about how we can design Wool Boxes for watches, jewellery, or bottled goods.

Custom packaging solutions

Our end-to-end custom packaging service is tailored to your product's needs. With your goals in mind, our in-house material experts and designers will craft prototypes that meet your requirements.

The verdict: paper vs plastic vs wool

So, where do we stand? We’re clearly in the middle of a shift in the packaging industry. Sustainability will be the hallmark of the future, and your company will do well to switch before the regional legislation makes it a more urgent matter.

Plastic may be the first choice for many businesses now, but consumer preferences are changing, just like the climate. Paper may appear to be the next step for many, but we believe next-generation packaging will come from truly sustainable materials like waste wool.

Its combination of biodegradability, protective properties, and overall versatility means wool is a better packaging option compared to paper and plastic.

Want to find out for yourself? Request a free sample from us today.

Paper or plastic: Which is the better package deal?

Plastic

Paper

Companies and consumers want a plastic-free future