Popping the myth of reusable bubble wrap: Is wool the future?
One thing that has gone unquestioned for far too long is plastic bubble wrap. Here’s why: it’s lightweight, cheap, and versatile. It might seem like a no-brainer at first glance: just wrap your fragile items up in plastic filled with air and you’re good to go.
But here’s the truth: plastic bubble wrap isn’t sustainable in any meaningful sense. It’s hardly reusable, difficult and expensive to recycle, and contributes significantly to the 1 million tonnes of plastic packaging used in ecommerce every year.
So what if we told you there’s a better option? A “bubble wrap” that’s more protective, premium, planet-friendly, reusable, and biodegradable.
Enter: Woola’s wool-based packaging. Born in Estonia, built from waste wool, and trusted by brands that care about impact as much as aesthetics.
Bursting the bubble on plastic wrap
Plastic bubble wrap has long been the default protective layer for shipping products. But that convenience comes at a significant cost:
It’s non-recyclable curbside: Most recycling programmes don’t accept soft plastic films like bubble wrap when picking up recyclable goods.
It’s single-use in disguise: It tears easily and pops quickly, and most people throw it away after using just once, without giving it a second thought.
It’s made from fossil fuels: Polyethylene is fossil-fuel based, with a significant environmental impact from production.
It lingers for centuries: Degrading plastic can take 500 to 1000 years, and even then, it just breaks down into micro-plastics that taint our environment.
It’s not practical for returns: Ecommerce sees 20–30% return rates, yet plastic wrap is almost never reused for the return or the re-shipment of products.
Although bubble wrap has been slapped with a convenient “reusable” label, it’s functionally disposable. It is, to its core, a single-use plastic that’s harming the planet at an alarming rate.
The sustainability shift is real and highly profitable
Sustainability in ecommerce isn’t a nice-to-have. It’s a purchase driver.
Over 56% of online shoppers say sustainable packaging influences their purchase decisions.
52% are more likely to repeat purchases from brands that use premium, sustainable packaging.
27% would not repurchase from a brand if they felt the packaging wasn’t sustainable.
40% of consumers share unboxing photos when the packaging feels thoughtful or elevated.
Sustainable packaging is no longer a niche-market concern. It is the new baseline for the entire ecommerce market.
Premium brands — especially in skincare, jewellery, supplements, small electronics, and art — have the most to gain by upgrading their packaging. A beautiful, sustainable parcel isn’t just a feel-good moment. It’s your customer retention strategy.
“Bubble Wool feels so luxurious that it encourages customers to return it. People do not think of it as trash after one use. This doesn’t happen with plastic.”
— Evelina Hedberg, founder of Imse Studios
Redefining reusability
Let’s clarify something: true reusability means more than surviving the trip from a warehouse to a doorstep. To be considered genuinely reusable, packaging must:
Be durable enough to protect during multiple shipping cycles.
Be repairable or repurposeable, so it doesn’t become permanent waste.
Offer real-world reuse potential for the end consumer.
When measured against these standards, plastic bubble wrap fails every test. Woola's Bubble Wool passes with flying colours and sets a high standard of sustainability that plastic bubble wrap can’t meet.
“My favourite product is the one that has more than one function: Bubble Wool.”
— Rana Labidi, Sales Development Representative at Woola
Reinventing waste wool
At Woola, we believe nature has already given us the best materials. You just have to look in the right places.
Every year, around 200,000 tonnes of coarse sheep wool are discarded across the EU because it’s not fine enough for clothing or textiles. It gets stockpiled, dumped, composted, or burned.
But it’s still wool! Still durable, abundant, compostable, and full of potential. We built Woola to unlock that potential.
By transforming local waste wool into premium packaging, we’ve created a material that’s:
Protective — Soft and shock-absorbent, ideal for fragile goods.
Reusable — Customers reuse and repurpose it again and again, because it is that beautiful.
Plastic-free — No plastic is present in the fibres, seams, or labels.
Biodegradable — Decomposes naturally, with no microplastics left behind.
Genuinely circular — Designed with its second, third, and fourth life in mind.
It is time to call wool the alternative to plastic bubble wrap. Why would you not want packaging that does more for your brand and the planet?
“And I think the Bubble Wool, when you compare it to bubble wrap, is the closest thing you can imagine that’s sustainable and durable.”
— Annette Kirotar, Chief of Staff at Woola“Many customers say that bubble wrap doesn't always protect the product, but I wouldn't say that this is the only reason why customers switch. Sustainability is their main concern.”
— Jevgeni Širai, Co-founder at Woola
Wrapped: Your next steps
How do you know if Woola is the bubble wrap alternative you’ve been looking for? If you're running an ecommerce or retail business and have the following concerns, Woola may be your solution:
Eliminating plastic from your supply chain.
Creating a better customer experience.
Showing your business cares about brand perception and sustainability.
Serving premium, design-savvy customers.
Reducing damages, returns, and waste.
Want to see our Wool Envelopes, Bubble Wool, and Bottle Sleeves for yourself? Request a free sample and see how we can help you pack your orders.
We also offer custom packaging solutions. We can co-create a packaging experience that aligns with your product and customer expectations — chat to our sales team about your tailored packaging ideas.
Frequently asked questions: Busting some wool myths
-
Nope. Our wool is thoroughly washed, free of lanolin (the allergen found in wool), and never chemically treated. It’s clean, soft, and safe to handle, even for sensitive skin. But it’s not at the same fine grade as wool used for clothing.
-
Our wool packaging is made of 100% wool. It still breaks down into natural elements like biomass, CO2, and water. There are no microplastics and no toxins.
-
Yes. In fact, wool’s shock-absorbing qualities make it an excellent alternative to bubble wrap for fragile items.
-
Upfront, yes. But brands save on reduced return rates, improved customer loyalty, and higher perceived value. Plus, 50% of consumers say they’re willing to pay more for products in sustainable packaging.
Finally, some of our customers have set up circular systems to reuse the same packaging — this way, wool packaging becomes cost-efficient compared to bubble wrap in four uses.