By Winfried Muehling, Director of Marketing and Communications, Pro Carton
Europe proudly boasts a remarkable 82 per cent collection and recycling rate for paper and cartonboard materials, as reported by Eurostat. With fibres capable of being recycled more than 25 times while maintaining structural integrity, the environmental advantages of cartonboard are indisputable.
However, in 2023 the industry witnessed a nuanced debate regarding the prioritisation between reuse and recyclability in packaging materials, gaining significance ahead of the potential Packaging and Packaging Waste Regulations (PPWR) in the EU in 2024.
The future will be a sound mix of recyclable and reusable packaging. Combining them strategically can minimise waste. Reusable containers, backed by efficient collection and drop-off infrastructure, offer good potential. For them to truly shine, however, high return rates, exceeding 96 per cent, are crucial. On recycling, we must focus on strengthening existing recycling infrastructure, especially for flexible plastics.
Focusing solely on “recyclable” materials isn’t enough. We need separate and harmonised collection systems to boost recycling rates and the quality of recovered materials.
Notably, the European consumer landscape is affected, with 66 per cent of European citizens citing the cost-ofliving crisis as a key concern, according to the European Packaging Perceptions Survey commissioned by Pro Carton in 2024. Interestingly, there’s a growing willingness among consumers to pay a premium of 5-6 per cent more for environmentally friendly packaged products.
In forthcoming months, we will see PPWR continue to dominate discussions within the packaging industry as member states embark on the legislative process. Prompt and clear legislation fostering circular packaging solutions holds immense power. It provides the necessary stability and direction for stakeholders to confidently invest in innovative projects. This, in turn, accelerates the development and implementation of these crucial solutions, contributing to a more sustainable future.
Discussions thus far have shown promising progress. Addressing the challenges ahead requires a collaborative approach, combining environmentally friendly single-use and reusable systems. Objective Life Cycle Assessments (LCAs), must demonstrate superior environmental performance.
In 2023, Pro Carton members demonstrated the adaptable nature of cartonboard, prioritising recyclability and biodegradability, through offering sustainable and safe packaging to a wider array of products, due to new features including: tamper-proof seals, barrier properties, and child safety lock mechanisms.
Ongoing discussions on repurposing packaging contribute to fostering a circular economy, while recent technological advancements address concerns about food waste and controversy, ensuring the safe storage and transport of perishable products.
The choice between recyclable packaging and alternatives hinges on various factors, including consumption habits, transportation, storage, and consumer preferences. Building a successful circular packaging ecosystem relies on consumer engagement.
Neglecting their preferences in a top-down approach only lengthens the journey, potentially to the detriment of consumer trust and goodwill. By collaborating with consumers from the outset, we can accelerate adoption and create a future that resonates with their values and needs. Informed decision-making is vital for businesses to withstand environmental scrutiny. Business owners must be empowered to choose the best packaging options aligned with their requirements and consumer preferences, within a framework defined by clear, same time flexible legislation.
In a circular economy, diverse packaging solutions are imperative to cater to product demands, with recycled and reusable systems coexisting, guided by scientific research to determine the most environmentally optimal solutions. The path forward can embrace both options rather than adopting an either-or approach.
Cartonboard innovation in 2024
Attracting leading suppliers, manufacturers, and designers from across Europe, the European Carton Excellence Award (ECEA) has produced some of the best winners in sustainable packaging designs to date. The 2024 Award is set to showcase the best recent innovations in fibre-based packaging as the packaging industry prioritises circular principles to maintain and grow its consumer base.
For more information and to enter the ECEA 2024 please visit the Pro Carton website here: www.procarton.com/awards/european-carton-excellence-award
