Consumer trends in travel retail have evolved in recent years, with sustainable business practices becoming an increasingly important purchase driver among shoppers.
In response, leading retailers are raising their sustainability ambitions and accelerating efforts to reduce their carbon footprint, while brands are adopting eco-friendly alternatives to address the urgent need for environmental action.
Supporting these goals, UAE-based Innonature Packaging Solutions has developed a groundbreaking concept that outperforms existing solutions, helping distributors and operators meet their ESG targets and prepare for upcoming regulations.
Named the Suber Sleeve (a play on the word super and the Latin name for cork oak, quercus suber), the packaging offers an alternative that goes beyond the traditional sustainable formats available.
After years in the fast-moving consumer goods sector, Innonature Packaging Solutions Co-Founder and CEO Gabriela Steiner-Zajax recognised the urgent need to address the industry’s growing waste problem.
She said: “For over ten years, I used to travel significantly for work. During this time, I’ve observed some practices that struck me, such as the amount of packaging and plastic used in different channels everywhere.
”At some point I began thinking about how I could play a role in reducing the use of plastic and waste but knew it had to be scalable and support businesses if it was to make an impact.”
With extensive knowledge of travel retail and the scale of bottle sales in the liquor and wine category, she recognised that the channel could deliver substantial environmental benefits through a simple product change.
Steiner-Zajax continued: “My vision was to come up with a solution that would defeat all existing versions due to its unique advantages, but also to support the distributors and operators by reaching their ESG company’s goals in preparation for the upcoming regulations. Travel retail can make a massive difference with the Suber Sleeve.”
Reflecting the rise in demand for sustainable solutions, the Suber Sleeve is an ideal fit for fast-paced, high-footfall environments, featuring a flexible, one-size-fits-all design that ensures easy use for all customers.
Steiner-Zajax highlighted that the Suber Sleeve is visually more appealing than existing options and can be customised with branding.
The latest versions will feature a QR code, encouraging consumers to learn more about the product and its benefits – from sourcing to reuse options and the positive impact of their purchase.
She sees this as an effective way to connect with passengers and tap into what resonates with them, especially as trends indicate a growing consumer preference for environmentally friendly products, and a willingness to choose sustainable alternatives when available.
However, the move to this type of product has not been without its challenges, such as shifting retailer standards. Steiner-Zajax said: “Consumers are ready, they want to see alternatives that resonate with their values and empower them to make a real environmental difference. Sustainability is not just a topic (everybody’s talking about), it’s a lifestyle. It impacts your choices, decisions and purchases.”
When selecting the core material for the Suber Sleeve, her business partner Josie Hanika devoted significant time to identifying the ideal solution.
Their goal was to find a natural material that would be harmless to the environment if it did not end up in a recycling bin – something that could be home composted or placed in organic waste, naturally degrading over time.
Functionality was equally important, with a requirement for a simple yet effective design.
“Cork ticked all the boxes. It is an impressive material: it’s from one of nature’s self-regenerating sources. Cork is harvested, which means we are not cutting trees down, and it regenerates its bark naturally. Furthermore, cork oak forests are protected in Portugal, where the Suber Sleeve is made,” Steiner-Zajax said.
She also highlighted the environmental impact of the concept, noting that every 200,000 Suber Sleeves used removes 204.4 tonnes of carbon dioxide from the atmosphere, equivalent to the emissions generated in producing 1.25 million virgin plastic bottles.
She added: “And we are actively fighting plastic: with every 200,000 Suber Sleeves, 3.3 tonnes of plastic waste would be stopped from potentially reaching the ocean or ending in landfill.”
Designed to tell a story, the product also resonates with today’s value-driven consumers. “The Suber Sleeve is not just a packaging innovation, nor a marketing gimmick.
“Emotionally, it connects travellers with nature and intention – offering a tangible reminder that better choices are possible, even on the go,” Steiner-Zajax explained.
She added that the approach also promotes transparency while giving airports and retailers an accessible path to more ethical choices.
Among the first retailers to adopt the Suber Sleeve is Dubai Duty Free, which continues to seek ways to enhance its eco-friendly practices.
Steiner-Zajax commented: “We have received incredibly positive feedback on the product from all over. Discussions continue on innovative ways to implement the Suber Sleeve within the different retail models.”
This innovation also aligns with consumer demand for responsible products and supports Airports Council International (ACI) World’s goal of net-zero carbon emissions by 2050.
Looking ahead, Steiner-Zajax said: “While we continue to grow, we would love to see more players taking sooner action on this topic and walking the talk with us. It’s a simple move with a huge impact. Additionally, the Suber Sleeve can be adapted to fit smaller formats for other industries such as perfume and cosmetics.” ✈
