Balancing Sustainability and Functionality: The Brand Impact of Hygiene Packaging
When it comes to hygiene products, packaging plays a surprisingly important role. It’s not just about protection or convenience. For many consumers, packaging is part of the overall product experience.
In a recent consumer study conducted by Paptic*, respondents emphasised how much they value packaging that feels good to use, supports discretion, and aligns with their sustainability values. While environmentally sustainable packaging is increasingly seen as standard, it’s not the only thing people notice. Comfort, ease of use and trust also matter. Packaging can influence all of these.
“Packaging is part of the product. It sets the tone for the experience and says something about the values of the brand”, says Alexandros Skouras from Paptic.
A Quiet Material Speaks Volumes
In hygiene categories like incontinence and feminine care, packaging that’s soft and silent makes a difference. Users want packaging that fits naturally into everyday life and feels discreet and considerate.
In the study, 82% of respondents said that the feel and sound of the packaging influenced their overall impression of the product. Quietness and softness were particularly appreciated in products that are used daily and in close contact with the body.
Choosing a quiet, soft material isn’t just about function. It’s a gesture of respect towards the user. And when that material is also renewable and recyclable, it sends a clear message about the brand’s values.
Circularity That’s Easy to Understand
Many brands today are looking for ways to improve their environmental performance, and consumers are paying attention. Fibre-based packaging, like Paptic®, made from renewable wood fibres and recyclable with paperboard, is one way to meet that need.
It’s a material that helps brands take steps towards circularity with simple, concrete choices that are easy to understand and communicate.
According to the consumer study, more than 70% of participants said they expect hygiene packaging to be both discreet and environmentally sustainable. Packaging is not just a wrapper, it’s part of the experience and brand message.
“With Paptic®, hygiene brands can combine a premium feel with materials that support circularity and user comfort,” says Alexandros.
Packaging That Builds Confidence
In hygiene, performance is essential, but so is the emotional connection people have with the products they use daily. Packaging that feels good, respects privacy and reflects responsible choices can help build that trust.
When a brand pays attention to the details of packaging, people notice. And when packaging works well on all levels: functionally, emotionally and environmentally, it can strengthen both customer loyalty and brand perception.
*The study was conducted by Paptic in 2025.