Brussels, October 11, 2025 – The EU’s official ecolabel has reached a historic milestone, with more than 109,000 products now certified under the scheme across Europe[1]. Over 3,384 licences have been issued to companies meeting strict environmental standards, marking the widest range of eco-friendly goods and services ever available under the EU Ecolabel program[1]. The European Commission announced the new figures this week, highlighting a surge in sustainable consumer choices and fresh opportunities for businesses investing in green innovation. Since March 2025 alone, the number of EU Ecolabel-certified products has grown by 7% (an increase of 6,723 items), while the number of licences granted to companies climbed by 4% (+136 licences)[2]. This uptick underscores the momentum behind the EU Ecolabel as a catalyst for both environmental benefits and business growth.
The familiar EU Ecolabel logo – a green flower surrounded by EU stars – is becoming an increasingly common sight on store shelves and service offerings. Above: A shopper inspects cleaning products bearing the EU Ecolabel logo in a supermarket. The expansion of ecolabelled products means consumers today enjoy more eco-friendly choices than ever, from detergents and paints to paper products and even tourist accommodations. Officials say this growth reflects Europe’s green transition reaching the mainstream, as companies respond to rising demand for products with proven environmental credentials[2][3]. The EU Ecolabel’s presence on everyday items signals that sustainable production is not just a niche trend, but a growing norm in the European market.
Small and medium-sized enterprises (SMEs) are emerging as key drivers of the EU Ecolabel’s success. According to the latest data, 57% of all EU Ecolabel licence holders are SMEs[4]. This indicates that Europe’s sustainability push is ground-up, led not only by big industry but also by smaller businesses innovating on the local level. With 97% of EU Ecolabel licences based in the European Economic Area (EEA), the program is largely powered by home-grown companies turning green ideas into tangible products and services[5]. These businesses, from family-run firms to mid-sized manufacturers, are leveraging the ecolabel to showcase environmental excellence, often gaining a competitive edge in their markets as a result.
European leadership in ecolabel certification is especially evident in a handful of countries. Italy now tops the rankings, accounting for about 17% of all EU Ecolabel-certified products, closely followed by Spain (15%), France (12%), and Germany (9%)[6]. Together, these four countries represent over half of all products bearing the EU’s flower logo across Europe[7], underscoring their strong commitment to sustainable production and consumption.
EU Ecolabel Products by Country: A recent European Commission chart illustrates the number of EU Ecolabel-certified products per country, with Italy leading the pack. Italy alone has roughly 18,700 certified products (≈17% of the European total), followed by Spain with around 16,300, France 11,000+, and Germany nearly 9,900. These four nations collectively comprise the majority of EU Ecolabel products in Europe[8]. At the same time, other countries are quickly expanding their eco-labelled offerings. Denmark, Czechia, Portugal, and Sweden have all shown steady growth in certified products, suggesting that the demand for sustainable options is spreading well beyond the top four markets[9]. This widening geographic uptake indicates that green consumerism is a Europe-wide phenomenon, not confined to the traditionally larger economies.
From paint pots to hotel rooms, the EU Ecolabel has established a firm foothold in many areas of daily life. In fact, some of the most common household and personal items are now among the top eco-certified categories. Paints and varnishes make up the largest group, with 38,096 products carrying the EU Ecolabel – reflecting the paint industry’s strong shift toward low-toxin, environmentally friendly formulas[10]. The paper products sector follows close behind; tissue paper and tissue products (such as paper towels and toilet paper) account for 20,253 certified items[10], offering consumers greener options in hygiene and household essentials. Next are textiles, with 11,067 products – from clothing to home fabrics – meeting the label’s strict sustainability criteria[10]. Hard-surface cleaning products (e.g. all-purpose cleaners, detergents) form another major category, numbering 8,284 certified products that help Europeans tidy their homes with a lower environmental footprint[10]. These figures demonstrate how the EU Ecolabel has expanded into ordinary consumer goods, making it easier for shoppers to identify and choose greener alternatives in many product aisles.
Importantly, the EU Ecolabel isn’t limited to goods – it also covers certain services, most notably in the tourism sector. Tourist accommodations (such as hotels, guesthouses and campsites) now represent the single largest group by number of licences, accounting for 26% of all EU Ecolabel licences[11]. As of this update, 901 tourism establishments across Europe have earned the flower logo, signaling they meet rigorous environmental standards in areas like energy use, water saving, and waste management[11]. In the past six months alone, an additional 64 hotels and other lodgings obtained EU Ecolabel certification[11]. This growth reinforces Europe’s leadership in sustainable tourism – a sector that is increasingly embracing eco-certification as travelers show greater interest in green accommodations. From eco-friendly city hotels in France to solar-powered campsites in Scandinavia, the EU Ecolabel is becoming a sought-after badge for hospitality businesses aiming to attract environmentally conscious guests.
Even as the EU Ecolabel breaks records, there remain product areas with untapped potential for eco-certification. The latest data point out that some categories are still underrepresented in the scheme, leaving room for forward-thinking companies to step in and innovate[12]. For example, reusable menstrual cups, electronic displays (such as computer monitors and TVs), and animal care products are among the categories with relatively few or no products yet certified under the EU Ecolabel[13]. This gap presents an opportunity: businesses that develop greener offerings in these niches could gain a first-mover advantage, meeting emerging consumer needs while enjoying the visibility and credibility that the EU Ecolabel confers[12]. As sustainability continues to trend, product makers in these under-served categories may find that getting certified gives them a competitive edge, distinguishing their brand in a market that’s hungry for verified green options.
Real-world examples from across Europe show how companies can leverage the EU Ecolabel to spur business growth and innovation. Several firms that embraced certification early have reaped tangible benefits – from winning new contracts to boosting consumer trust in their brands. Notable cases include:
- Kroll (Italy) – a cosmetics manufacturer that certified nearly all of its beauty products with the EU Ecolabel, significantly enhancing their market value and appeal. This move not only bolstered Kroll’s green reputation but also opened doors to public procurement opportunities, as government buyers often prefer or require ecolabelled products[14].
- Chemi-Pharm (Estonia) – a producer of disinfectants and cleaning agents that used the EU Ecolabel to access hospital tenders across Europe. With its products meeting the strict environmental and health criteria, Chemi-Pharm could bid successfully for contracts in the medical sector. Today, EU Ecolabel-certified items make up over 10% of the company’s revenue, demonstrating the label’s value in expanding market share[15].
- Drylock (Belgium) – an absorbent hygiene products company (known for items like diapers) that turned the EU Ecolabel into a strategic asset. By certifying its products, Drylock forged partnerships with major retailers keen on stocking sustainable options, and it reinforced the firm’s leadership in circular innovation within its industry[16]. The EU Ecolabel helped signal Drylock’s commitment to eco-friendly design (such as recyclable materials and reduced waste), differentiating its products in a competitive market.
These success stories underscore a simple but powerful message: the EU Ecolabel can translate into real competitive advantages for businesses. Companies that invest in greener product development not only help the environment but often gain a market edge – from winning contracts and entering new markets to building lasting trust with consumers who are increasingly eco-conscious[17]. In short, going green is proving to be good for business as well as the planet[18].
The record-breaking growth of the EU Ecolabel comes at a time when consumers are navigating a flood of environmental claims on products – some reliable, others not. Shoppers across Europe have become more alert to sustainability, but they often find it difficult to discern which “green” claims are legitimate. In fact, more than half of Europeans say that unclear or misleading information is a major barrier to choosing sustainable products[19]. This is where the EU Ecolabel’s trusted reputation plays a crucial role. Established in 1992, the EU Ecolabel is a voluntary certification scheme backed by the European Commission that awards its emblem only to products and services meeting high environmental standards across their lifecycle[20]. From the sourcing of raw materials and production processes to usage and disposal, every aspect must adhere to strict criteria – such as reduced pollution, energy efficiency, durability, and recyclability[21]. Because of this rigorous, science-based vetting, the EU Ecolabel is widely regarded as a mark of environmental excellence and enjoys a high level of trust among consumers.
Policymakers are also moving to clean up green marketing and empower consumers to choose genuine eco-friendly options. New EU-wide rules are in the pipeline (under the “Empowering Consumers for the Green Transition” initiative and the proposed Green Claims Directive) that will ban generic or self-declared eco-labels unless they are certified by third parties or public authorities[22]. These measures aim to crack down on greenwashing – the use of vague or unverified claims – and ensure that only credible labels like the EU Ecolabel remain in the marketplace. By eliminating dubious claims, the EU seeks to make it easier for consumers to identify truly sustainable products and to reward companies that meet transparent standards. Industry experts predict that such policies will further boost the prominence of the EU Ecolabel, as businesses gravitate towards labels that can withstand scrutiny and bolster consumer confidence. Notably, surveys indicate that nearly three-quarters of European consumers prefer to buy products with eco-labels they recognize and trust, a trend that bodes well for certified schemes[23]. In this context, the EU Ecolabel’s growth to over 109,000 products is not just a statistical achievement – it’s a sign of strengthening public trust in verified green products.
With its ever-expanding catalogue of certified goods and services, the EU Ecolabel is poised to continue playing a pivotal role in Europe’s green economy. The past year – culminating in this record number of certifications – has shown that aligning with sustainability can be a winning strategy for European businesses of all sizes. Companies adopting the label often cite not only environmental commitment but also tangible business returns, as seen in increased sales or access to new clients (including government contracts that prioritize eco-certified products). Meanwhile, consumers benefit from the assurance that the EU Ecolabel’s green flower logo provides, knowing that an independent verification stands behind the environmental claims of a product. This trust is essential for driving the shift towards a circular, low-carbon economy.
As Europe advances toward its ambitious climate and circular economy targets under the European Green Deal, initiatives like the EU Ecolabel illustrate how policy and market forces can work hand in hand. The scheme offers a practical tool to translate broad sustainability goals into everyday action – empowering consumers to make greener choices and encouraging producers to innovate responsibly. “Going green delivers business growth as well as environmental benefits,” the European Commission’s environment department noted, reflecting on the success of the EU Ecolabel[18]. In other words, what’s good for the planet can also be good for profit. The EU Ecolabel’s milestone of 109,000+ certified products stands as a testament to this new reality. And with momentum still building, the little green flower logo is set to blossom even further, guiding Europe towards a more sustainable future one product at a time.
