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recycling symbol made from plastic bottles and containers to promote environmental sustainability and green practices, raising awareness about recycling waste materials and conserving resources
Amid the undeniable concerns about plastics, new research commissioned by PakTech – a global designer and manufacturer of sustainable secondary packaging solutions – shows a shift in the industry conversation: from eliminating plastic altogether to a smarter, more responsible use. Drawing on insights from 500 packaging professionals across the UK, Germany, France, Spain and Italy, the quantitative research reveals a clear picture: over 85% of respondents agree that plastic remains essential in many CPG sectors. At the same time, 67% say their companies have set sustainability goals to reduce plastic use or are actively working to transition to more sustainable plastics.
“We commissioned this research to gain deeper insight into the real-world challenges facing European manufacturers and co-packers,” said Gary Panknin, sustainability officer and supply chain manager at PakTech. “What emerges is that while companies are not eliminating plastic packaging entirely, they are actively seeking to move away from virgin and single-use plastics. The real sustainability challenge lies in helping brands overcome barriers to reducing their environmental footprint by using more recycled plastics, and making informed, data-driven material choices.”
It’s not about ‘less plastic’ - it’s about the right plastic
The research reinforces a critical point: material debates in packaging often get reduced to binaries – e.g. plastic vs. paper, plastic vs fibre – without considering full environmental impact. Across Europe, perceptions differ: UK respondents are most likely to see recycled plastic as more sustainable than fibre (63%), followed by Spain (52%) and France (51%). Germany and Italy are the two markets with the most balanced views toward fibre, with a 47% vs 53% split in favour of it in both countries. Job functions influence opinions too, with marketing teams the most sceptical of recycled plastic.
Despite strong awareness of recycled materials such as High-Density Polyethylene (rHDPE) – with 80% of industry professionals familiar with its durability, density, and cost advantages – environmental concerns remain the biggest perceived barrier to its use in secondary multipacking. Many believe recycling plastic alone isn’t impactful enough, and that more needs to be done. However, there is a noticeable gap between perception and data. When looking at specific examples, a PakTech Life Cycle Assessment (LCA) found that rHDPE handles can significantly reduce the environmental impact of beverage packaging compared to paperboard cartons or carriers. Among the formats analysed, rHDPE showed the lowest potential environmental impacts, with a carbon footprint of 0.022-0.034 kg CO₂-eq and a Global Warming Potential two to five times lower than paperboard alternatives.
ESG commitment meets conflicting action
This disconnect becomes even more apparent when set against companies' stated sustainability ambitions. According to PakTech’s research, two-thirds of respondents say their organisations have Environmental, Social, and Governance (ESG) targets tied to smarter plastic use. However, the view on actual practices varies widely. The research reveals a striking split: nearly equal weight is given to switching from virgin plastics to fibre, from recycled plastics to fibre, and increasing the proportion of plastic secondary multipacking that is recycled from previously used materials.
Unsurprisingly, preferences also vary by function: sustainability and operations teams see greater value in boosting recycled plastic use, while marketing and procurement lean towards fibre. This may be due to the respective strengths, or perceptions, of each material: fibre is often seen as providing more flexibility for branding and messaging on packaging design. Recycled plastic, on the other hand, is often underestimated despite delivering superior performance while keeping the primary packaging visible and prominent. Less material wrapped around the product means less waste and a lower carbon footprint. As scrutiny continues to intensify over greenwashing and oversimplified claims, the argument is even stronger for brands to turn to Life Cycle Assessments as a clearer, more credible tool for making informed material choices.
“With regulatory pressure increasing under the EU Packaging and Packaging Waste Regulation and consumer expectations rising rapidly, packaging professionals are seeking materials that offer circularity, operational efficiency, and compliance,” added Panknin. “Our message is simple: not all plastics are created equal, and when evaluated on performance, cost, and environmental impact, recycled plastic solutions can not only meet but often exceed expectations. The idea that sustainability is simply about using less plastic is giving way to a more mature perspective: it’s about using the right material for the job, and recycled secondary packaging materials, such as rHDPE, have a valuable role to play in meeting these demands.”