Growing environmental awareness along with tightening legislation like the Plastic Packaging Tax (PPT) and Extended Producer Responsibility (EPR) scheme are forcing the packaging industry to develop eco-friendly solutions.
Businesses are expected to reduce their environmental footprint through better practices and using recyclable, compostable and reusable materials.
Beyond compliance, consumer demand means sustainability has also become a market expectation.
The Extended Producer Responsibility (EPR) scheme has shifted the cost of managing packaging waste from local councils to the businesses placing packaging on the UK market.
Lower fees for recyclable, reusable, and eco-friendly materials are incentivising companies to use more sustainable options.
Similarly, the Plastic Packaging Tax places financial pressure on those using plastic materials with less than 30% recycled content, further driving investment in greener alternatives.
Gavin Ashe, Managing Director, Kite Packaging, comments: “Sustainability is one trend that’s here to stay. It’s gone from being a nice-to-have for a business to an absolute necessity. Customers expect it and government regulations penalise you heavily financially for not operating with environmental responsibility. Another trend that has come out of this is minimalism, focusing on clean designs, using fewer materials, especially ones that are eco-friendly and recycled.”
The continued rise in online shopping and social commerce is driving innovation in protective and sustainable ecommerce-ready packaging. Automation and AI are speeding up processes by improving design and quality control.
“Our best-known products include boxes, tape, pallet wrap and postal packaging – all essential items trusted by customers across all sectors for their quality and reliability,” adds Ashe.
“Beyond our core product range, we’re also recognised for our value-added services, like our expertise in pack rationalisation and our pallet wrap audits. In fact, since 2019, we have helped customers cut 508 tonnes of pallet wrap from their usage.
“One of our standout offerings is our Mobile Testing Facility, which has the latest packaging technologies and a testing facility onboard. With it, we can visit customer sites and test if there is room for improvement with their packaging. We can also recommend replacements and offer demos for these, providing a convenient and efficient service.”
Kite Packaging has renewed its carbon neutral status for the fifth year and offset all organisational carbon emissions under Scope 1, 2 and 3.
It has also recently launched UN approved packaging materials. This range includes extra heavy-duty boxes which are made with up to 85% recycled content, providing the perfect blend of sustainability and strength in this area.
Between 2020 and 2025, Kite’s revenue has increased by 55%, averaging 12.3% annually which far outpaces the rest of the sector.
“At Kite, we have three pieces of advice for any venture: be the first, be the best, or be the only,” says Ashe. “And if possible, be all three.”
Andrew Grimbaldeston, European Commercial Director, Colpac & Sabert, comments: “The packaging market is such a dynamic field to be working in at the moment. The combination of environmental, legislative and consumer dynamics are driving so much technological innovation designed to support a hugely competitive retail marketplace. Colpac & Sabert are at the forefront of these technologies and are involved in developing and implementing them. We hope our customers will turn to us first for the latest in materials, coatings, lightweighting and other initiatives to support their commercial and environmental goals.
“One example is how we pioneered the use of Direct Food Contact (DFC) inks in foodservice for one of our key customers. We replaced plastic laminates with DFC inks and coatings, facilitating a mono-material packaging structure. We also identified and used new, lighter paperboard to further reduce the environmental impact of the packaging. These changes are projected to reduce projected pEPR unit cost by an impressive 55%, as well as contribute to a significant reduction in packaging materials. We were delighted to receive the New Packaging Award at The Sammies 2025 in recognition of this.”
The UK and Europe are undergoing a major shift in waste and recycling policies, with landmark changes like packaging Extended Producer Responsibility (pEPR) and Simpler Recycling now in place.
As a result, lightweighting has evolved from a cost-saving exercise into a regulatory and reputational necessity. This has a huge impact on retailers and offers a significant opportunity for the industry to work together towards better circularity and reduced environmental impact.
“We work with our customers and the wider industry to interpret legislation and drive the supply chain collaboration necessary for pEPR and other regulations,” adds Grimbaldeston. “Our ESG Director for Europe & UKI at Colpac and Sabert, Talia Goldman, is a co-chair of the Alliance for Fibre-based Packaging, cementing our position at the heart of industry developments. We are supporting customers through this change and helping retailers to create packaging that reduces the impact of pEPR on their cost base, whilst also delivering the commercial and functional requirements needed across such a complex supply chain.”
Food safety sits at the heart of the Colpac organisation and remains a non-negotiable priority for the company and its customers. The company is extremely proud of its BRCGS AA+ grade factories, giving customers assurance that the products and processes meet the highest safety standards.
Equally, sustainability underpins everything the company does, from product design to day-to-day operations. Colpac’s net-zero programme is now in its fourth year, and by the end of year three had already achieved a 22% reduction in carbon emissions. Colpac is thrilled to be moving forward with this ambition now as part of Sabert, and to continue supporting customers to meet their own sustainability goals.
John Garner, Packaging Category Director at Antalis Packaging, comments: “Pressure is increasing again; Antalis had seen some decline post-COVID as the world tried to return to normal, but now it’s certainly a focus again. We are seeing new generations of consumers who don’t just expect everything to be faster and easier to order but also want packaging solutions to be planet responsible. I would anticipate this trend continuing, and whenever a company is looking at new products or ways of dispatching, then a high level of focus should be put into the packaging that the product will arrive in to ensure brand respect and loyalty.”
While extended producer responsibility tax (EPR) may cause pain for the industry, it is incumbent on all to minimise the waste that must be processed. It can also be a great opportunity to re-evaluate packaging options that consider eco-responsible solutions.
Light weighting and minimising packaging are new trends in the packaging sector.
“It’s still possible to make a great impact without having overly large surfaces to print messages on or using overpackaged items,” adds Garner. “We would recommend that brands and retailers ask what is important to their customers. I guarantee that the response won’t be ‘we need more packaging’.”
Antalis Packaging offers packaging solutions, from bespoke packaging to packaging essentials and machinery. It is known for a range of products, from protective packaging, corrugate boxes and boards, void fill, tapes, and stretch films to automated equipment. Its machinery team can offer support in selecting and purchasing equipment and provide installation, training, and maintenance services.
Antalis’ Smart Packaging Centre features a customer demonstration suite for packaging automation and a dedicated packaging design studio. The Smart Packaging team can help support packaging designs that look at material efficiency, light weighting and other resource saving features. Once a packaging solution has been developed, samples can be created and printed. The ability to create fully printed samples is proving very popular with customers.
Antalis Packaging’s peakCONSULT, launched in 2024 as part of a smartCONSULT range of services, helps businesses identify their pain points by examining their operations to pinpoint areas where efficiencies or changes can be made.
Stefano Rossi, CEO Packaging Division, DS Smith, comments: “There are many advances being made as the packaging industry faces the challenge to fulfil the sustainability agenda.
“One of the most exciting advances is temperature-controlled packaging, for example, we innovated DS Smith Dry Pack for fresh seafood that needs to be kept chilled for specific periods of time and TailorTemp® that is designed to support delicate pharmaceutical products in transit.”
Alternative fibres are also being tested by DS Smith’s dedicated R&D team for their suitability as a raw material in paper and packing products; from daisies and hemp to cocoa shells and seaweed – each bringing unique properties to the solutions the company creates.
“Barrier technology continues to be a key priority for our customers, intended to protect packaging from water, grease and abrasions,” adds Rossi. “We work with biodegradable and water-soluble polymers, so it is also an excellent way to reduce plastic layers in any previous packaging solution. The barriers are applied using a variety of technologies, including coating, printing, and lamination, applied selectively subject to requirement. The recyclability of the barrier materials is evaluated to ensure a packaging solution is aligned with circular economy principles, and suitable for recycling at the end of its life cycle.”
There is a lot of legislation that is driving change as well as consumer expectations.
For example, the Plastic Packaging Tax applies to plastic packaging that does not meet the 30% recycled content legislative requirements. DS Smith is encouraging customers to adapt to fibre-based solutions and demonstrating how customers can meet new industry standards. Consumers prefer packaging that is made from sustainable and recyclable materials and around one in four online shoppers would stop ordering from a company if it is using excessive and non-recyclable packaging. E-commerce is a significant driver in these expectations.
There are many new regulations and directives which stand to impact the future of packaging for manufacturers, and these initiatives are impacting practices and supply and value chains across countries worldwide. The European Union Packaging and Packaging Waste Regulation (PPWR) legislation is currently set to take effect in August 2026, so businesses need to start preparing for that now.
The European Commission has also launched a consultation and Call for Evidence for its upcoming Circular Economy Act, aiming to strengthen the EU’s transition to a more sustainable and resource-efficient economy. Manufacturers and suppliers are invited to contribute insights and points of view on key regulatory areas, including the pricing of secondary materials, extended producer responsibility schemes, and the use of taxes to leverage change.
“At DS Smith, we are dedicated to innovating the most effective solutions to support customers across thirty-four countries worldwide as they transition towards circularity through our target led Now and Next Sustainability strategy in support of our purpose of Redefining Packaging for a Changing World,” says Rossi.
Simon Buswell, Sales and Marketing Director, Eco Flexibles, comments: “One of the most exciting developments is the rapid rise of digital printing technology for flexible packaging. Digital printing is advancing so quickly that some technologies are matching or surpassing traditional flexo techniques in areas such as quality and consistency. The Fujifilm Jet Press FP790, which we now run two of, is a great example.”
The Fujifilm Jet Press FP790 is full colour production with water-based inks. It opens up agile, low-waste runs, which is increasingly critical as brands manage more SKUs, seasonal formats and region-specific packs. There is significant innovation around recyclable mono-material films and paper-based substrates with high-barrier properties that meet shelf demands without compromising on sustainability goals.
“Brands and retailers are under mounting pressure from all sides; consumers, investors, regulators and internal ESG goals. It’s no longer enough for packaging to be ‘technically recyclable’, it must be practically recyclable in the real world, aligned with existing infrastructure, and proven to reduce environmental impact,” adds Buswell.
“The biggest shift we’ve seen is that packaging sustainability has moved from being a cost discussion to a competitive point of difference. At Eco Flexibles, we’re increasingly brought in not just to supply packaging, but to advise on structure, material reduction, recyclability and end-of-life planning. Packaging is now seen as a strategic sustainability touchpoint, not just a delivery mechanism.”
The upcoming Packaging and Packaging Waste Regulation (PPWR) goes far beyond simply reducing packaging waste, and is instead reshaping how packs are designed, printed and labelled. For packaging converters like Eco Flexibles, it means helping brand customers meet mandatory labelling rules, like harmonised pictogram-based labels and integrated QR codes, without disrupting brand consistency.
Regulation is driving innovation, particularly in areas such as digital printing, which enables fast adaptation, versioning by market, and embedded traceability without the cost of changing plates. In practice, it’s creating new opportunities for printers that can move quickly and advise customers through the change.
The shift to mono-material packaging is being driven by recyclability, material reduction and clearer messaging around sustainability. More brands are engaging with end-to-end print and packaging support; not just buying materials, but seeking a partner that can guide structure, artwork, print method and compliance. In short, packaging has become a far more collaborative, brand-critical discipline.
Eco Flexibles is best known for its work in high-performance recyclable flexible packaging, particularly mono-material pouches and films for food applications. From tray lidding to snack bags, its structures offer strong barrier performance and are fully recyclable in the PE or PP streams.
Ellie Patterson, VP Sales, Food, Wellness, and Flexibles International at Graphic Packaging International, comments: “The packaging industry is experiencing significant innovation in several key areas, responding to evolving market needs.
“One of the most exciting is barrier coating solutions, which are a key enabler for plastic substitution. We address it in partnership with our coating suppliers and through our participation in collaborative research and innovation projects. One of them is BioSupPack, a research initiative funded by the European Commission Horizon 2020 framework and the Bio-Based Industries Joint Undertaking, where we’re exploring bio-based coating technologies to enhance paperboard packaging performance while maintaining a strong sustainability profile. These bio-based solutions are expected to excel in terms of performance, recyclability, and their ability to replace standard plastic barrier coatings.”
The pressure to produce sustainable packaging solutions has intensified dramatically, driven by consumer demand, retailer guidelines, and evolving legislation such as the Packaging & Packaging Waste Regulation.
Alongside changing regulations, data from Pro Carton consumer surveys shows that consumers across Europe are continuing to prioritise purchases they perceive to be sustainable. 89 percent of consumers would choose paperboard packaging over plastic when given the choice. In addition, 65 percent of consumers cited ‘easy to recycle’ as an important packaging feature, while 40 percent chose ‘packaging made from natural, renewable materials’ (Pro-Carton).
Uncertain or unclear policy risks stalling investment in packaging sustainability, as brands may prefer to wait and see how the regulations take effect before committing to change. The risk here is slower uptake for new, more circular alternatives.
UK Extended Producer Responsibility (EPR) legislation exemplifies these challenges. Final base fees for paper and card are significantly higher in the UK than in most EU countries, with the highest fees applying to fibre-based composites despite them being recycled alongside paper and card. Equally, there’s no distinction in fees between fibre-based composites and liquid cartons despite different collection and recycling systems. This creates a risk that UK EPR fees may inadvertently drive brands back towards plastic.
“A key priority in the design and development of packaging is enhancing circularity while maintaining operational efficiency and consumer benefits,” adds Patterson. “This means the focus is on developing solutions that meet sustainability goals, while preserving the non-negotiable functional properties of packaging like product protection, shelf-life, and consumer convenience. As the stakes rise, it’s down to experienced packaging teams like those at Graphic Packaging to make it happen through creative thinking, technical know-how, and material expertise.”
Ben Elkington, Innovation Director Food Packaging at kp, comments: “Circular material innovations paired with lightweight structural design empower businesses to meet sustainability targets without compromising performance or efficiency. In July, we were proud to reveal kp Elite® Nova; a breakthrough tray that embodies over 60 years of packaging innovation and technical excellence at kp.”
The tray uses a unique ribbed design to add strength in critical areas, while keeping weight and material use to a minimum, making it around 10% lighter than any other tray in its category – without compromising on barrier performance, sealing integrity, or mechanical strength. Developed using finite element analysis, kp Elite® Nova is ideal for high-speed automated protein packing lines and represents a step forward in sustainable food packaging.
“As both legislators and consumers become more informed, there’s growing recognition that no packaging is truly “eco-friendly.” Every solution – no matter how sustainably designed – draws on the Earth’s resources. This shift in understanding is critical, especially as new Green Claims regulations demand greater transparency and accuracy in environmental messaging. The focus now is on minimising resource use and enabling circularity at end-of-life. To meet these expectations, businesses must back their sustainability claims with robust, verifiable data,” adds Elkington.
“At kp, we’re responding to this challenge with solutions like kp Elite® Nova – a tray designed to reduce material usage, support recyclability, and deliver high performance, all backed by data-driven validation. It’s part of our commitment to helping customers meet evolving regulatory and environmental demands without compromising on quality.”
Regulatory pressure is reshaping how sustainability is approached across the packaging value chain. Retailers and brand owners are moving beyond basic recyclability, now demanding fully circular solutions with verified traceability. Concepts like “design for recycling” have shifted from theory to practice, driven by the need to comply with evolving legislation and meet consumer expectations.
Customers increasingly expect proof of closed-loop systems – a demand kp is addressing through initiatives like kp Tray2Tray®, which demonstrates how post-consumer PET trays can be recovered, recycled, and reprocessed into new trays, creating a truly circular packaging solution.
Dan Coates, Business Development Director of LVF Packaging, comments: “There’s been a lot of development taking place in the film sealing world with a heavy emphasis on getting away from laminated materials. “The pressure is to have as much recycled content as possible, while having packaging that is recyclable using the least amount of material.
“The current trends are for thinner, lighter, more recycled content and higher recyclability,” adds Coates. “But this isn’t a new trend; those demands have been there for some time and are all really about common sense product design and manufacturing during the times we live in.”
LVF Packaging works with many well-known names in the industry, from Morrisons to Lindt to Border Biscuits. The company supplies a range of packaging types and development services to customers.
“We continue to have a closed loop system with our suppliers meaning all our post process waste is cleaned, re-extruded and returned to us as supplied material. In terms of environment, we have invested heavily in solar and battery technology meaning on some days we are a zero-carbon facility,” says Coates.
“Customer service has always been our selling point, going that extra mile to meet our customers’ needs. We’re proud to say we’re doing nothing new other than keeping up the levels that have seen us win work that we might not otherwise have.”
Matt Boyle, Metsä Board Sales Director UK & Ireland, comments: “A significant amount of activity is being driven by new legislation coming into effect. We see many brand owners and retailers seeking to minimise the impact of extended producer responsibility (EPR) by reviewing packaging materials and selecting the most suitable material for the product. The result of this is a demand for Metsä Board’s industry-leading CO2 data, support on LCA, and innovation in packaging design and comparison, which we can provide. This information and knowledge help companies make informed and data-driven decisions.
“Barrier boards remain a hot topic. MetsäBoard Prime FBB EB is dispersion-coated barrier paperboard with a medium barrier against grease and moisture. It’s lightweight and can be recycled in paper or paperboard waste streams, providing a serious opportunity for food packaging businesses to reduce the use of plastic in their packaging.”
EPR, and the EU Packaging and Packaging Waste Regulation (PPWR) which came into force in February and aims to cut packaging waste by 5% by 2030, 10% by 2035, and 15% by 2040 in the EU, for example, are just two topics that are driving sustainable activity. Additionally, most retail and brand owners now have sustainability roadmaps, quite often backed up with Science Based Initiative Targets (SBTIs) that set out clear GHG reduction goals. To deliver these benefits to stakeholders and consumers, companies need to show tangible results and data to support their objectives.
“It is unknown how EPR will impact general behaviours; however, early calculations have suggested a relatively notable cost impact. This has led to numerous contacts with us from brand owners to discuss options and carry out projects, including changing packaging, developing new solutions, and reducing exposure to amber and red categories based on Recyclability Assessment Methodology (RAM),” adds Boyle.
“At this time, Metsä Board is waiting to see the outcome of the EU Deforestation Regulation (EUDR) proposals; however, I can tell you that Metsä will be ready to ‘go live’ as soon as implementation is due to commence which, at the moment, is 30 December. Our corporate structure enables us to track and trace our fibre raw materials. We’ll monitor closely the EU decision-making process and will evaluate our actions accordingly.”
Driven by sustainability, EPR, PPWR, EUDR, Metsä Board is seeing increased engagement throughout the value chain, with brand owners and retail companies seeking to engage and understand the value we can offer in sustainability topics, product design, and alternative fibre-based materials. The company is also able to help customers with compliance issues. It is increasingly expected that Metsä Board offer a consultative proposition to the product owner to help them achieve their objectives.
Stuart Wilkinson, Sales & Marketing Director, P Wilkinson Containers, comments: “At P. Wilkinson’s, we’re seeing some exciting advances in packaging technology that are reshaping both consumer expectations and supply chain efficiency.
“Sustainability remains at the forefront, with companies increasingly adopting rPET and post-consumer recycled (PCR) content. Here at P.Wilkinson’s, most of our PET lines offer 30%+ PCR material and we also offer PCR options in polypropylene (PP) containers such as buckets and pots for industrial uses.”
Digital printing is also prominent in the packaging landscape, offering brands greater flexibility, speed and creative control. It allows for high-quality, full-colour graphics to be printed directly onto packaging materials without the need for traditional tooling, making it ideal for short runs. P.Wilkinson’s work with premium chocolate drinks brand, Knoops, showcased its technical prowess in this space. The company produced a digitally printed, refillable metal tin that mimics traditional embossing, but without the tooling.
This pioneering technique enabled faster, more flexible production while delivering a matte black finish with subtle geometric detailing that perfectly reflects Knoops’ minimalist aesthetic. The innovation also earned a UK Packaging Awards 2025 nomination.
“Yes, the packaging industry is under unprecedented pressure to deliver eco-friendly solutions. Sustainability is now a marker of trust, driven by evolving regulations, retailer expectations and consumer demand,” adds Wilkinson.
“At P. Wilkinson Containers, we’ve responded with innovation – powering our Bermondsey site with solar energy and integrating 30%+ post-consumer recycled content into many plastic products. As the UK’s first stockist of PCR HDPE industrial packaging, we’re setting the standard. We are also likely to be the 1st to offer food grade PP buckets and pots too, due to cutting edge development of CleanStream® technology by Berry, one of our partners.”
P Wilkinson Containers also supplies metal packaging made from aluminium and steel—materials that are endlessly recyclable and classified as permanent resources, ensuring durability and circularity without compromising quality.
“Regulatory shifts like the Plastic Packaging Tax and EPR are not just challenges—they’re catalysts for smarter, greener design that strengthens brand reputation and competitive edge,” says Wilkinson.
Georgina Merry, New Product Development Manager at Parkside Packaging comments: “Packaging is always evolving on several fronts. In recent years, we’ve seen packaging make generational leaps in terms of everything from logistics to material performance to end-of-life circularity.
“Smart packaging is increasingly blurring the line between physical and digital experiences with innovations like QR codes, NFC technology, and RFID chips. This has huge implications for accessibility, too, as we have seen with the rise of NaviLens codes.”
Parkside has been heavily involved in driving new material innovations, including high-performance water-based barrier coatings that enable paper materials to function more like plastic laminates. For applications where plastic is still required, the company’s material expertise also supports the development of monopolymer solutions, which help simplify waste sorting and recycling at end-of-life.
At the same time, recycling technology has improved, with many advanced techniques such as solvent-based delamination helping to increase soft plastic recycling rates.
Sustainable packaging has shifted from being a point of differentiation to a baseline expectation. Stricter regulations, heightened retailer demands, rising consumer expectations, and growing investor scrutiny on ESG performance are all driving this change. As just one example of a survey that supports this, a GlobalData study found that almost three-quarters of consumers consider recyclable packaging to be “essential.”
The industry is stepping up in response, with a host of paper, monomaterial, and post-consumer recycled content-based innovations coming to market. Flexible packaging solutions are being used to support reuse and refill systems, incorporating lightweight substrates to minimise their environmental impact.
Government regulations are driving material innovation as NPD budgets are focused on developing new, compliant materials. However, this means many have less to spend on novel formats and functional innovations, as businesses prioritise innovations that will better support compliance with regulations like pEPR.
There is also a crackdown on greenwashing across Europe. Firstly, green claims legislation demands that businesses are clear, specific, and precise when making environmental claims. At the same time, PPWR in the EU is introducing harmonised labelling standards, and while it’s unclear how this will interact with OPRL and its postponed plans for UK-specific labelling, this will have an impact on labelling.
Ian Richards, Group Solution Specialist Manager – Packaging, TNA Solutions, comments: “Across the packaging sector, we’re seeing two major areas of innovation: speed and sustainability. Advances in automation are cutting downtime and labour requirements, while smarter controls are enabling manufacturers to produce smaller portion packs with far greater efficiency. At the same time, sustainability is driving the adoption of material-saving technologies and designs that minimise energy and resource use.”
At TNA Solutions, the focus has been on taking those principles and applying them to integrated systems. By ensuring that distribution, seasoning, and packaging ‘talk’ to each other, the company helps manufacturers reduce waste and increase throughput. A good example is the combination of the tna robag® 3e bagmaker and tna auto-splice® 3 system, which automatically switches film rolls with no stoppages. That kind of technology not only improves uptime but also reduces film waste to as little as 0.1% — a significant step forward for both efficiency and sustainability.
“It’s important to recognise that eco-friendly solutions are not only about the packaging material itself,” adds Richards. “Efficiency on the production line plays a huge role in reducing overall resource use. Integrated systems can help manufacturers cut film consumption, lower energy usage, and reduce product waste at source.”
For example, optimising seal design or minimising giveaway in portion-controlled packs can save millions of bags’ worth of material each year. TNA offers single-serration jaws that help to reduce the consumption of biaxially oriented polypropylene (BOPP), a recyclable but non-biodegradable material. Single-serration jaws enable a 5-millimetre material saving per seal. On vertical form, fill and seal systems that produce 150 bags per minute, these savings translate into 2.26 million bags per month. In a factory with 10 packaging lines, operating at least 12 hours a day, this results in almost 390 kilometres of film saved a month. Those kinds of changes have an immediate impact on sustainability targets and cost efficiency alike.
Comments are closed.