Packaging decision-makers at European beverage companies often contend with sustainability goals while striving to keep costs down and ensure products survive the journey from factory to consumer. While this challenge sounds all too familiar, it may also be compounded by various misconceptions that hold brands back from making decisions that are optimally aligned with their business goals.
Let’s start with a surprising fact: many packaging professionals drastically underestimate the potential of recycled plastics. Industry research shows that many (32%) believe HDPE can only be recycled 2-5 times before degrading.[i] However, studies demonstrate that HDPE can be recycled up to 10 times while maintaining its processability and mechanical properties – or virtually indefinitely, with the addition of new materials.[ii],[iii],[iv],[v] Clearly, there’s an untapped potential for plastics to be recycled and used responsibly across the industry. But what does this mean for beverage brands?
The consumer conundrum
While European consumers are sending mixed signals that can be tough for brands to decode, the right data-driven insights can equip brands to meet their needs via responsible plastics use. Around 36.6% of consumers ranked environmental impact as extremely or very important when making purchasing decisions.[vi] Yet 60-70% also rated food safety and shelf life as the most important packaging characteristics, while environmental impact came in second-last.6 Reflecting the impact of broader economic pressures on household budgets, this means consumers are likely to favour functional packaging attributes over sustainability when making necessary trade-offs.
The key takeaway? Sustainability for sustainability’s sake is no longer good enough. When it comes to multipacking, brands will need to rely on solutions designed to deliver on both functionality and sustainability fronts. That means eco-friendly product protection that supports easy transport, maintains structural integrity throughout the supply chain, and ensures items reach consumers undamaged. Packaging materials need to be strong, durable, moisture-resistant, lightweight, compact, and sustainable.
Take recycled HDPE (rHDPE), for instance. In addition to meeting these criteria, comprehensive lifecycle analysis (LCA) data reveals that 100% rHDPE beverage multipack carrier handles had a carbon footprint that was 2 to 5 times lower than paperboard alternatives.[vii] Despite prevailing perceptions about plastic’s environmental value, this use case shows how multipacking LCAs can favour rHDPE over fibre across various metrics. And this is just one example of how data-driven considerations can inform better – and sometimes counterintuitive – packaging decisions that help brands unlock the potential for more responsible plastics use.
Regulatory reality is knocking
Where consumer preferences may be complex, EU regulations are clear. There’s no question that responsible plastics use – fuelled by data-backed strategies – is the way forward. To foster the transition into a circular, sustainable, and competitive economy, the Packaging and Packaging Waste Regulation mandates specific recycled content targets for plastic. These range from 10-30% for contact-sensitive packaging and single-use beverage bottles to 35% for all other plastic packaging by 2030.[viii]
Beyond meeting changing consumer packaging needs, brands must now embrace recycled materials as plastic packaging must eventually incorporate more post-consumer recycled content. After all, plastic’s not going anywhere. Perhaps many consumers don’t fully appreciate the differences in function and performance between plastic and other materials. But over 85% of European industry decision-makers recognise plastic’s essential role in the supply chain, with the strongest support coming from sustainability specialists.1 Comprehensive data-backed evaluation is crucial here, since each material offers distinctive pros, cons, as well as operational and supply-chain trade-offs.[ix]
Data: The strategic advantage
Navigating the path ahead requires courage to question assumptions and follow the evidence. Ultimately, beverage brands that back their packaging decisions and claims with solid data and transparent communications are set to win in this fast-changing space. Beyond meeting regulatory requirements and consumer needs, it’s about making decisions they can stand by. Most importantly, it’s about educating consumers and building trust in data-driven choices that genuinely align with both environmental and performance perspectives.
[i] PakTech. (2025) Proprietary Research Study, European industry professionals (500 participants).
[ii] Jin, H., et al. (2012) "The effect of extensive mechanical recycling on the properties of low density polyethylene." Polymer Degradation and Stability, 97, pp. 2262-2272.
[iii] Benoit,N., et al. (2017) “High Density Polyethylene Degradation Followed by Closed-loop Recycling” Progress in Rubber, Plastics and Recycling Technology, 33 (1).
[iv] Mihelčič, M., et al. (2022) “Influence of Stabilization Additive on Rheological, Thermal and Mechanical Properties of Recycled Polypropylene.” Polymers, 14 (24), p. 5438.
[v] https://recyclass.eu/wp-content/uploads/2025/01/REP-HDPE-01_v.6.0.pdf
[vi] McKinsey. (2025) Sustainability in packaging: What do European consumers value in 2025?
[vii] Sphera. (2023) PakTech Beverage Packaging Comparative LCA Report.
[viii] European Commission. (2025) Packaging and Packaging Waste Regulation.
[ix] Packaging Europe. (2023) Sustainable packaging is complicated – will executive leaders be the last to realise this?