Industry experts forecast significant shifts in packaging strategies as companies adapt to new regulations, embrace cutting-edge technologies, and develop more sustainable solutions.
According to a recent article by David Burrows, several key trends are emerging in the packaging landscape. The push towards fibre-based packaging is accelerating as companies seek to mitigate Extended Producer Responsibility (EPR) costs, whilst hard-to-recycle multi-layer packaging continues to decline.
This intelligence is particularly valuable for product compliance managers and executives responsible for ensuring their products meet evolving market requirements.
The rise of digital passports and AI
Perhaps the most transformative development is the growing role of technology in packaging compliance. Connected packaging, utilising RFID, QR codes, augmented reality, and invisible watermarks, is proliferating across the fast-moving consumer goods industry at an unprecedented rate.
The European Commission is expected to propose the Digital Product Passport (DPP) as part of its Ecodesign for Sustainable Products Regulation. This initiative aims to enhance transparency and sustainability throughout the product lifecycle.
Akhil Aiyar, an innovation consultant at Innova, notes that "Digital passports will be combined with AI sorting to provide accurate material separation, improving supply chain efficiency and transparency while elevating the circular economy."
Generative AI is already proving its worth in packaging development. According to McKinsey research, AI can significantly boost R&D productivity by:
- Generating new ideas through IP and patent analytics
- Providing customer analysis
- Creating customisation options
- Accelerating the idea-to-visualisation process
- Streamlining field-testing feedback
The paperisation trend gains momentum
The shift towards paper-based packaging shows no signs of slowing. Innova's research reveals that 41% of global consumers believe paper has 'excellent' recyclability, with another 33% rating it as 'good'.
"More and more businesses will embrace paper-based packaging to mitigate EPR costs and entice increasingly eco-conscious consumers," explains Aiyar. "Innovation in advanced barrier coatings will be crucial in extending paper-based packaging to more technically challenging applications, like fresh foods."
Bioplastics on the rise
Bioplastics are experiencing a surge in popularity, with only 5% of global consumers perceiving them as 'unsustainable'. The European Chemical Industry Council forecasts that bioplastics production will effectively match fossil-fuel-based plastics production by 2035, while European Bioplastics expects global bioplastics production to grow by 29% this year.
However, Aiyar cautions that while bioplastics "make sense" for small formats, such as fruit stickers, their effectiveness for larger formats remains unproven. Manufacturers must demonstrate that larger format bioplastic products can be effectively recycled to achieve substantial growth.
The reuse requirements are taking effect
The EU Packaging and Packaging Waste Regulation (PPWR) is poised to bring about significant changes in packaging practices. Despite industry lobbying resulting in somewhat watered-down rules, the regulation requires takeaway businesses to accept reusable containers at no additional charge and offer 10% of products for sale in reusable packaging.
European regulators aim to increase the percentage of reusable beverage containers to 10% by 2030, with a target of 40% by 2040. Importantly, Innova's research suggests that consumers are ready to embrace reusable packaging, but only if it does not compromise convenience, cost, or hygiene.
Steps to ensure compliance and market access
To maintain access to the EU market and comply with the evolving regulatory landscape, manufacturers and importers should:
- Evaluate and potentially transition to fibre-based packaging where feasible to reduce EPR costs
- Prepare for Digital Product Passport implementation by enhancing data collection throughout your supply chain
- Invest in connected packaging technologies like QR codes to improve transparency and consumer engagement
- Assess the recyclability of your current packaging materials and explore alternatives
- Consider bioplastic options for appropriate applications, particularly small formats
- Develop strategies to meet reusable packaging quotas without compromising the consumer experience
- Stay informed about evolving EU regulations, including the Ecodesign for Sustainable Products Regulation
The packaging landscape is undergoing a rapid transformation, driven by both regulatory pressures and consumer demand for sustainable products. By taking proactive steps now, your company can not only ensure compliance but also gaina competitive advantage in an increasingly environmentally conscious marketplace.
Need help navigating these complex regulations? Contact Alura Group today for expert guidance on product compliance and safety in the evolving packaging environment.
Source: https://foodservicefootprint.com/packaging-2025more-paper-more-ai-and-more-reuse/
