The conversation about sustainability has cut through into the mainstream, and this conversation brings with it a wider understanding of the part played by sustainable materials and packaging design. To capitalise on this, now is the time for the packaging industry to take an active role in shaping this conversation to ensure productive and efficiency in the long-term.

To achieve this, the industry needs to be transparent about its use of plastic packaging and its role in the global supply chain. As the conversation about sustainable packaging continues to grow, businesses have a unique opportunity to lead that conversation. Those businesses will be the ones that recognise that plastic packaging can be part of the solution – and that it is not necessarily the environmental problem it is often made out to be.

Clearing up consumer confusion

We see through survey after survey that consumers want to live more sustainable lifestyles. But these surveys also show that many are confused about the best way to do so – and this is also the case with businesses.

“Sustainability” is a more complex term than many realize – and this means that businesses and consumers often boil it down into simplistic ideas. Plastic reduction is one of those ideas. And this can indeed be the right approach in many applications. With the Single-Use Plastics Directive (SUPD) in place, several EU Member States like Spain, France, and Italy took early action by introducing additional bans on specific categories of single-use packaging – particularly targeting fruit packaging. These national measures often included exemptions for certain perishable items or packaging types, reflecting local market needs and infrastructure. Now, with the adoption of the Packaging and Packaging Waste Regulation (PPWR), these efforts are being fully harmonised at the EU level, ensuring a consistent regulatory framework across all Member States. Some would consider this the end of the conversation, but there are several important caveats to consider.

Soft fruits, dairy, and meat applications, among others, require an enhanced level of product protection. This is vital in the fight against food waste, which is one of the largest contributors to global emissions. The UNEP Food Waste Index Report found that almost a billion tonnes of food are wasted globally every year. The carbon footprint of this waste is estimated to make up around 8-10% of all global greenhouse gas emissions. Plastics are responsible for just 3.4% of total greenhouse gas emissions. Just 1kg of food waste sent to landfill creates the same quantity of emissions as 25,000 500ml plastic bottles.

It is easy to forget that packaging is designed as a way to prevent waste, not to become waste itself. And for many applications in the globalised supply chain of today, plastic is simply the only material that is suited to that job. Replacing it with a material that is less well-suited only risks increasing food waste and creating a net negative impact on the environment.

While ‘plastic-free’ makes for a simple and effective marketing message to slap onto a product, it is often a gross oversimplification – and worse, misleading – to assume that it means a product is better for the environment. It is down to businesses to educate consumers on this important issue, and the best way to achieve this is to lead by example.

The future under PPWR

Single-use plastic packaging waste management is a problem – but that problem lies in the phrase “single-use” rather than “plastic.” Substitute “plastic” with any other material, and the problem still exists.

Instead, it is much more productive to focus on closing the packaging loop, whether dealing with plastic, paper, glass, or metal packaging.

While challenges do exist when it comes to recycling plastic packaging, innovative companies can drive real progress in this area. Currently, around 40% of plastic packaging waste in the EU is successfully recycled[vi]. Food trays are particularly challenging – our data estimates that around one million tonnes of PET trays are produced in the EU27+3 every year. Of this vast number, only 25% is even collected and sorted for recycling, and just 5% is successfully recycled back into the same application. This means 750,000 tonnes of valuable PET material could open many opportunities to avoid becoming unused waste every year.

There are two pathways to addressing this. The first is through legislation, with the EU’s PPWR being the most pertinent example for European businesses. PPWR enshrines a number of recyclability guidelines and waste reduction targets into law, while also incorporating new requirements around the inclusion of recycled content into packaging, and the green claims brands can make about their products. It also uses a form of extended producer responsibility (EPR) to incentivise the use of recyclable and reusable packaging through a modulated fee structure.

This comprehensive package of measures should increase the amount of recycled and recyclable material used in packaging, while also using the additional fees raised from its EPR element to invest in harmonised recycling infrastructures across all EU nations. This should further improve recovery rates and access to recycled materials. At the same time, green claims regulations will require products to be specific, transparent, and – most importantly – accurate in any communications with consumers, improving education about sustainability-related topics across the market.

The second pathway will be driven by packaging innovation, and it is this pathway that presents the most exciting opportunities for businesses.

Closing the material loop

PPWR is not a target – it is the new set of minimum requirements for packaging to contribute to more efficient waste management. Businesses can go above and beyond if they choose to, so sustainable innovation will remain a key point of difference for sustainable brands.

In fact, the modulated fees of EPR, coupled with increased investment in recycling, herald a new generation of circular packaging solutions. At kp, we have first-hand experience of this – 60 years of experience, to be exact – and are committed to guiding retailers and packaging companies towards a more circular approach.

The integration of recycled materials into food packaging becomes a regulatory and market-driven necessity. To ensure long-term success, this must be embedded within a sustainable mid- to long-term strategy that balances packaging performance, product safety, and profitability. It is critical to support the recycling industry’s viability by fostering demand for high-quality recyclates and investing in robust certified value chains. The supply chain must guarantee the traceability and authenticity of recycled content – from its origin to incorporation – to build trust across stakeholders and meet evolving compliance and consumer expectations.

Our kp Tray2Tray scheme is one example of a game-changing innovation arising as a direct response to evolving market needs. We work with partners from across the supply chain to recover used PET food trays – from retailers running front-of-store collections, to waste management businesses. We then turn these trays into rPET flake that can be used in new food trays using our state-of-the-art delamination technology, creating a new packaging ecosystem that is fully traceable and certified by independent third parties (such as RETRAY and RecyClass). The success of this initiative led to the launch of kp 100% Tray2Tray – a market-first food tray made from 100% recycled content, and all without compromising the barrier performance needed for sensitive food applications.

kp Tray2Tray represents just one successful model that can be picked up and adapted by any business within the industry. It proves food tray recycling at scale is not only possible, but also hugely beneficial to businesses looking to meet the demands of sustainably minded consumers in the PPWR era.

If the industry can solve this problem, it can solve anything. Plastic is often painted as the villain in sustainability stories, but savvy businesses will find a way to turn it into the hero. These businesses will be the ones best-placed for success over the coming decades, riding an ever-evolving wave of circular plastic packaging innovation.