Sustainability in Packaging Europe is the only dedicated European packaging event designed to offer a 360 perspective on the key challenges and solutions encountered, as we evolve towards a circular economy.
Sustainability in packaging is an increasingly important subject for brand owners across the FMCG sector. This reflects mounting consumers concern about the source of materials, how easy they are to recycle and the impact of landfilling.
Many major FMCG brand owners have already adopted CSR goals specific to packaging – commonly requiring all of their portfolios to be ‘recyclable’ by a target date of 2030. This is an imprecise concept however. Many formats – especially plastics – may technically be recyclable; but in practice are not, as collection infrastructure and energy-efficient recycling technologies are absent. Consequently, such claims may be dismissed as greenwashing by the latest generation of eco-savvy shoppers.
In Europe, legislative changes are soon to be passed that will give greater clarity on the concept of recyclability, creating new markets for firms that can convert waste packaging into a new generation of materials. These will be examined in depth, alongside the state-of-the-art in sustainable packaging design, sourcing, and business operations on 8-10 October in Barcelona, when Smithers hosts its ninth Sustainability in Packaging Europe conference.
The EU’s flagship legislation on this topic – the Packaging and Packaging Waste Regulation (PPWR) – is set for adoption in the next few months. It contains multiple elements, highlighting the range of options available for realising a greener future for packaging:
- New higher waste recovery targets for all packaging types will come into force from 2026 and rise again in 2030. EU states will also be obliged to create compulsory deposit recovery schemes (DRSs) for plastic beverage bottles and aluminium drinks cans, increasing the availability of high-quality recyclates.
- The PPWR will require the drafting of 22 official design for recyclability guides for different packaging materials and formats. These will be used to grade a pack’s end-of-life performance, with the worst performing designs banned from the EU from 2030.
- Six formats – including plastic fresh produce packaging and collation films for consumer multipacks– will be banned from use after from 2030. This will further stimulate packaging buyers to switch to alternative easier to recycle solutions.
- It will establish minimum recycled content levels for nearly all packaging plastics from 2030. This will spur the evolution of Europe’s plastics recycling infrastructure, but also encourage brands to switch from plastic to a new generation of barrier paper materials.
- Mandatory re-use target will be set in some beverage segments, forcing businesses to consider new operating models, as packaging stops being a single-use cost and becomes an asset that must be protected through multiple use cycles.
The success of the EU’s previous single-use plastics legislation means the PPWR is liable to be a template for other governments around the world.
While few of its requirements are in direct conflict with existing CSR goals, the PPWR will push companies to carefully scrutinise and invest in a new generation of greener materials. Where this is done successfully brand owners, can use their packaging – an item consumers handle daily – as a demonstrable medium to convey their commitment to the planet.
For more information on the PPWR and the evolution of sustainable packaging, please contact Smithers at https://www.smithers.com/services/market-reports.
Or book now to attend Sustainability in Packaging Europe 2024 (8-10 October,
Barcelona, Spain) and claim a 10% discount with discount code SPEU24FMCG at https://www.sustainability-in-packaging.com/sustainability-in-packaging-europe.
