Consumers are increasingly demanding better care – not only in terms of product performance but also in terms of reduced impact of the product on the environment.
Trust and transparency were the main keywords arising from the webinar “Caring for you, caring for the environment,” which spotlighted the benefits of the EU Ecolabel - the official EU ecolabel for product environmental excellence - in the absorbent hygiene sector. The discussion revealed the benefits brought by the EU Ecolabel to consumers and procurers, but also to businesses as it can provide them with a competitive advantage on the market.
“The EU Ecolabel presence on the EU market is constantly growing” indicated Sylvie Ludain, Desk Officer for the EU Ecolabel at the European Commission. As of March 2025, the number of EU Ecolabel products reached an unprecedented level exceeding 100.000 products. Europeans’ attitude towards the EU Ecolabel is overall positive: while 38% of EU citizens recognise the EU Ecolabel logo, 75% of them are trusting that “EU Ecolabel products truly have a lower environmental impact than similar products on the market"*.
Miriam Thiemann, Policy Officer for Sustainable Consumption at BEUC and EEB explained how NGOs are advocating for broader EU Ecolabel adoption: “The EU Ecolabel is a reliable guide for consumers.” In particular, “we really appreciate that the EU Ecolabel has strict requirements that ensure the absence of a long list of hazardous substances,” said Ms Thiemann.
Charlotte Willems, Senior Product Manager at Amazon, proceeded to explain how the global e-commerce platform Amazon - through its Climate Pledge Friendly programme - is attracting consumers’ attention towards products certified sustainable, such as those marked with the EU Ecolabel. “Consumers are increasingly looking for sustainable products and they want details. This is why we are successfully increasing visibility of products with sustainability features”. The impact on consumer purchase behaviour is striking: a recent study revealed a 10% lift in glance views of such products on the platform, but also a 15% increase in sales lift, on average, in the countries concerned.
The European Disposable and Nonwovens Association (EDANA), which has been promoting sustainability to foster positive societal impact for decades, also praised the EU Ecolabel’s value. “We support the principle of the EU Ecolabel as it aligns with our sustainability vision,” informed Brieuc Lits, EDANA’s Public Affairs Director. “The EU Ecolabel encourages transparency, innovation and sustainability in the absorbent hygiene products sector,” added Mr. Lits.
*According to the 2023 Flash Eurobarometer survey
Remarkable EU Ecolabel success stories
Céline Augusto, co-founder of Love & Green, explained how the family-run, mission-driven company leveraged the EU Ecolabel to pioneer the ‘ecological baby diaper market’ back in 2011. By 2023, the market share of sustainable baby diapers spiked to nearly 20% of the French baby diaper sector. “For absorbent hygiene products, the EU Ecolabel is for us the most trustworthy and credible (ecolabel),” said Ms Augusto.
Also founded in 2011, Drylock Technologies is a leading manufacturer of hygiene products, who has been supporting brands in obtaining the EU Ecolabel by providing bio-based materials like cotton and fluff pulp. According to Radka Šebánková, Eco-labels Specialist at Drylock, the EU Ecolabel offers evident advantages: “The EU Ecolabel is important for green sustainable brands as it gives them a competitive advantage” said Ms Šebánková.
The step forward with EU Ecolabel
Who can apply for EU Ecolabel for absorbent hygiene products? “Producers, manufacturers, importers, service providers, wholesalers, and retailers,” said Giorgia Faraca, representative from the European Commision Joint Research Center. To initiate the procedure, contact your national Competent Body and preregister your product on the EU Ecolabel e-catalogue: the straightforward step by step application process is presented on the EU Ecolabel website.
Watch the webinar recording if you couldn’t attend live and read through the presentations:
- Sylvie Ludain – DG ENV, European Commission
- Brieuc Lits – EDANA
- Charlotte Willems – Amazon
- Mirian Thiemann – BEUC & EEB
- Céline Augusto – Green Family (Love & Green)
- Radka Šebánková - Drylock Technologies
- Maria Navidad Perez Camacho and Giorgia Faraca - Joint Research Centre
For more information, visit the EU Ecolabel website.
Details
- Publication date
- 14 April 2025
- Author
- Directorate-General for Environment
