The Lux Take
Although there are no direct bans on the use of PVA in packaging, with limited exceptions in the EU for food-contact applications, industry scrutiny will continue to increase alongside the need to incorporate more renewable materials. Clients should be proactive and start evaluating alternative materials to mitigate future risks from regulatory changes and market pressures. Over the next five years, polysaccharide- and protein-based systems will become more viable, particularly in F&B, personal care, and home care applications. However, better gas barrier performance and cost-competitiveness are required for broader adoption. To accelerate progress, materials and packaging companies should collaborate with early stage startups to codevelop solutions and ensure compatibility with existing packaging lines while addressing unmet functional requirements. In the longer term, opportunities exist for pulp and paper producers to diversify their portfolios by developing water-soluble fiber sheets. The higher shelf stability of dry-format products compared with wet formulations may drive downstream demand from brands, though reformulation expertise will be necessary.
Why water-soluble materials are rising in packaging
Water-soluble materials are gaining attention in packaging because they offer a convenient way to deliver products in single-dose formats while minimizing waste management. By dissolving completely in water, these materials eliminate the need for disposal or recycling and are particularly well suited for applications where packaging recovery is impractical, such as unit-dose detergents, personal care sachets, and even food and beverage (F&B) portions. This functionality aligns with rising consumer and regulatory pressure to reduce plastic waste, creating new opportunities for brands to experiment with packaging formats that combine convenience with sustainability credentials.
PVA’s role — and why it’s under scrutiny
Water-soluble packaging has traditionally relied on polyvinyl alcohol (PVA) due to its inherent water solubility, gas and liquid barrier performance, tensile strength, and elongation. However, PVA is increasingly under scrutiny due to its slow biodegradation and accumulation in wastewater treatment plants, where incomplete breakdown may result in its environmental persistence. At the same time, policy measures and brand commitments to reduce petroleum-based plastics and environmental impact are generating strong demand for alternatives. This directly creates opportunities for emerging biomaterials and fiber-based solutions that replicate PVA’s water-soluble properties. However, interest in the development of water-soluble materials extends beyond direct PVA replacement to the broader packaging landscape, as well as applications like disposable cleaning products like wet wipes.
Polysaccharide-based materials (seaweed, starch, pullulan)
Polysaccharide-based materials. Among the leading alternatives, polysaccharides are gaining commercial traction. Polysaccharides can be derived from seaweed and agricultural residues or produced from starch by fungus, as in the case of pullulan. Their solubility is dictated by the polysaccharides’ molecular structure and the presence of functional groups like acidic groups. With pullulan and seaweed polymers typically having higher solubility in both cold and hot water, unmodified starches are limited to hot water unless chemically modified. Their dissolution mechanism is through standard dispersion of the hydrophilic polysaccharide matrix. Developments are primarily occurring at the startup level, with a few companies, such as Notpla, already commercializing their solutions. Companies have primarily targeted F&B with soluble films for beverages, vitamins, supplements, and cooking spices, as in the case of companies like Decomer Technologies, Notpla, and TerraSafe Materials. These innovations aim to replace plastic flexible films and improve consumers’ experience by allowing for controlled dosage of products. Other players, such as Mi Terro, Plantsea, and Solublion, target direct PVA replacement in detergent and laundry pods. However, it’s quite common for players to target more than one market with their solutions. While polysaccharides benefit from inherent biodegradability and plastic-free positioning, their relatively poor gas barrier performance limits shelf life to under a year, often requiring secondary packaging to preserve product stability.
Protein-based materials (casein, collagen, plant proteins)
Protein-based materials. Protein-based materials are another promising class. Proteins have varied sources from plants like pea proteins to animal-derived ones like milk-derived calcium caseinate protein (casein) or collagen extracted from fish scales. Typically, proteins are denatured and cross-linked by drying or curing to form a cohesive film that can then be used for pods or sachets. Like polysaccharides, when used for soluble packaging, protein-based materials dissolve in water through hydration, where water molecules form hydrogen bonds with the polar and charged regions of the protein, breaking apart the protein’s structure into smaller, soluble units. Xampla is one of the few startups to have reached commercial stage; it develops soluble and edible films for home care, personal care, and food, and has already established a manufacturing partnership in the U.K. with 2M Group to produce and distribute its material to brands. Lactips produces a biobased thermoplastic polymer resin derived from casein with compostable and water-soluble properties as a replacement for PVA for home-care applications like detergent and laundry pods. Other companies target soluble films to pack food items, as in the case of Relicta, which uses collagen extracted from fish scales. Similar to polysaccharides, protein-based solutions are moisture sensitive and require additional packaging to ensure long shelf stability.
Fiber-based materials (cellulose & NFC approaches)
Fiber-based materials. Fiber-based materials represent a different approach, building on cellulose that is not naturally water soluble but can be engineered into soluble formats by blending fibers with polymers or additives. When exposed to water, the polymer matrix dissolves or the fiber network is disrupted, separating the fibers and releasing the products. These material systems are targeted for applications like flushable wipes and hygiene products. For example, SmartSolve develops water-soluble paper materials with additives that disrupt the fiber network upon contact with water, enabling complete dissolution of the packaging. Other companies, such as Soane Materials, develop laundry and liquid soap sheets using a pulp matrix combined with a small proportion of nanofibrillated cellulose (NFC). The NFC enables encapsulation of cleaning agents and their controlled release during use. While the nanostructure of NFC allows for high detergent loading in compact formats, the approach is at an early development stage. Overall, fiber-based solutions, while more shelf stable than biopolymers like polysaccharides and proteins, lack features like transparency and podlike form factors, which might affect marketability. They also remain at an earlier stage, with limited commercial adoption to date.
To learn more about alternative materials, connect with an Analyst.