The shift away from plastic packaging has been building for years. What’s changing now is the pace — and the complexity.

In fresh produce, molded pulp packaging is gaining traction as regulators tighten restrictions on plastic and consumers continue to push for more sustainable alternatives. But while the direction is clear, the path forward is far from simple.

According to Paulina Nowicka-Kukulka, sales and marketing manager at Polish packaging manufacturer Dinopol, molded fiber solutions are increasingly at the center of this transition.

“The most important trend is the undeniable shift toward fiber-based materials,” she says. “It’s being driven both by global regulations limiting plastic use and by consumer pressure accelerating the move toward more environmentally friendly solutions.”

For converters, suppliers and brand owners, that shift is reshaping how packaging is designed, produced and evaluated.

From commodity to customization

One of the more notable developments is the growing demand for application-specific packaging—particularly in fresh produce, where protection, presentation and logistics all play a role.

“The demand for more personalized solutions tailored to specific products and logistics is increasing,” Nowicka-Kukulka says.

That trend mirrors what label converters are seeing across other segments: shorter runs, more SKUs, and packaging that must do more than simply contain a product. It must protect it, differentiate it and move efficiently through the supply chain.

Dinopol’s latest development, the AP Tray, reflects that shift. Designed for products such as avocados, kiwis and pears, the molded pulp tray combines cushioning and stability with a form factor optimized for stacking and transport.

The result is not just a sustainability play, but a logistics one—reducing transport costs while maintaining product integrity.

The cost reality of sustainability

While fiber-based packaging is often positioned as a straightforward replacement for plastic, the economics tell a more complicated story.

Processing recycled materials, for example, is energy-intensive and technically demanding, requiring advanced systems and strict quality control. Rising energy and raw material costs are adding further pressure.

“In practice, the preparation and production costs remain high,” Nowicka-Kukulka says. “These conditions require a shift in how such products are perceived and priced, taking into account both real production costs and their environmental value.”

That’s a critical point for the industry. Sustainability is not just a material decision—it’s a systems decision, one that impacts manufacturing, pricing and supply chains.

Plastic isn’t going away overnight

Despite the momentum behind fiber-based materials, plastic still holds a significant share of the packaging market.

The reason is simple: performance, cost and infrastructure.

Converters and brand owners are actively exploring alternatives, but the transition is gradual. Fiber-based solutions must continue to evolve to match the durability, barrier properties and cost-effectiveness that plastic has delivered for decades.

For now, the market is in a hybrid phase—balancing innovation with practicality.

A more integrated approach

One area where suppliers are differentiating themselves is in vertical integration and collaboration.

Dinopol manages its process in-house—from design and tooling to final production—allowing it to respond more quickly to customer needs and refine products through iterative development.

“We see ourselves not only as a packaging supplier but as a development partner,” Nowicka-Kukulka says.

That mindset is becoming more common across the packaging value chain. As materials, regulations and customer expectations evolve, collaboration between converters, material suppliers and brand owners is becoming essential.

Where it’s heading

The move toward fiber-based packaging is not a passing trend—it’s a structural shift.

Regulatory pressure will continue to increase. Consumer expectations are unlikely to soften. And brand owners are already building sustainability requirements into their sourcing decisions.

At the same time, the industry must navigate cost pressures, technical challenges and performance requirements that are still evolving.

For label and packaging professionals, the takeaway is clear: fiber-based materials will play a larger role going forward—but success will depend on how well the industry balances sustainability with functionality, efficiency and economics.

The direction is set. The execution is still being worked out.