One of the longest-running stories in the packaging industry finally moved on to its next chapter in April, when the EU Parliament and European Council agreed on a preliminary deal for its Packaging and Packaging Waste Regulations (PPWR).
PPWR – an evolution of the existing Packaging and Packaging Waste Directive (PPWD) -represents a seismic shift for the entire packaging industry, as it will impact every business looking to sell into the European single market. It’s a complex piece of legislation that aims to guide the packaging industry for decades into the future, revealing what legislators see as the future of packaging. And its impact is already being felt as proactive brands make big choices about their packaging portfolios.
While pivoting to a future of PPWR compliance naturally poses some challenges, it also presents many opportunities for businesses that are flexible enough to seize them. As a result, news of the PPWR deal was particularly exciting for companies investing in paperisation.
PPWR – a new dawn for packaging
PPWR’s goal is, ultimately, to solve the packaging waste problem in Europe. In short, it aims to do this by setting phased waste reduction targets that increase every five years, while also harmonising packaging and recycling standards across member states to make these targets more feasible.
In order to achieve these targets, a raft of new restrictions and bans are being put in place on plastic packaging in particular. Any packaging containing polyfluoroalkyl substances (PFAS) – so-called ‘forever chemicals’ that are also subject to scrutiny from the European Chemicals Agency will be banned entirely. In addition, single use plastic packaging for certain fresh produce applications will also be banned.
These bans will be complemented by measures aimed at incentivising high quality recycling. While the exact legal definition of what constitutes high quality recycling is yet to be decided (a date of 1 January 2028 has been set to enact new definitions around quality grades, design for recycling guidelines, and other details), the text of the preliminary agreement indicates that packaging materials must be able to be recycled into materials of at least equivalent value.
So, what do all these measures, aimed at plastic packaging, have to do with paperisation? The answer is: nothing. And that’s the point.
Paper packaging has been exempted from all these measures, meaning that companies switching to paper-based solutions can simply sidestep all of this legislation entirely.
Paper – the material of the future?
Paper has many benefits as a packaging material. It is easy to recycle, and as such has much higher recovery rates than plastic. And, provided it is made with fibres from a sustainably managed forest, it is a renewable resource. Perhaps most importantly, consumers know this, and increasingly prefer it to other materials as a result.
Paper does degrade as it is recycled, as paper fibres shorten with each cycle through the recycling loop – although recent studies have indicated this process does not happen as quickly as previously thought. However, as it uses a renewable resource that is significantly easier to recycle than most plastics, paper packaging is not subject to any market restrictions.
This places paper as the front runner in the race to be the packaging material of the future – at least, in the European market. It also sets up an exciting few years of investment and innovation as the industry strives to scale up its paper packaging use. These innovations could offer benefits across the whole packaging industry and the wider economy. For example, new high-performance water-based barrier coatings could help create a new generation of easily recyclable packaging that does not compromise product shelf life. It could even be that these coatings have applications outside of packaging.
At Parkside we have invested heavily in sourcing and developing new barrier coatings that improve the functional qualities of paper packaging without affecting its recyclability. We put this into practice when working on a recyclable paper-based flow wrap for ethical chocolate brand Cox & Co. This customer wanted to switch away from its previous compostable bioplastic solution and into a recyclable paper-based option, without compromising on the heat seal performance, moisture, and aroma barrier properties of the packaging.
We developed a solution that uses thin layers of water-based coatings to create a flexible paper laminate tested and approved following the paper recyclability testing regime from CEPI.
Other breakthroughs can help fulfil the many aesthetic requirements that modern consumers demand. Paperisation does not have to mean downgrading the look of packaging – far from it. Advanced techniques like using vapour deposition of aluminium or metallic pigments in ink to create recyclable metallic effects are increasingly common, while new water-based varnishes that add intriguing finishes and tactile effects to labels and packaging are emerging constantly. There are huge opportunities for businesses willing to be proactive and embrace these technologies ahead of the PPWR implementation date.
In this sense, PPWR is reinforcing paperisation in more ways than one, embedding it as an increasingly standard practice within the packaging industry while also incentivising creative new innovations. Just this year, we at Parkside launched the Recoflex™ range of flexible paper materials, which includes metallised, translucent, high barrier, flow wrap, and award-winning freezerproof papers - all 100% recyclable within current infrastructure and compatible with PPWR.
Paperisation was already happening, driven by the purchasing preferences of today’s consumers. The tide was already turning, and legislators are just now catching up. Brands now have a choice – they can either embrace the opportunities that come with PPWR or continue to swim against the tide.
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