In late May, packaging industry leaders from across the EMEA region gathered in Dubai for the inaugural Sustainability in Packaging MENA summit. Discussions centred on advancements in the region and the importance of aligning sustainability goals with growth opportunities. Sandrine Duquerroy-Delesalle, Director of Sustainability & External Affairs at Crown Bevcan EMEA, participated in a panel titled “Circular Economy – Global Players’ View of Consumer Shifts Towards Sustainable Consumption.” This panel focused on the circular economy, igniting conversations on the challenges and opportunities for achieving sustainability goals across various industries.
Packaging in MENA
Before diving into the key takeaways from this event, it is important to look at the current situation in the MENA region regarding the circular economy and sustainable packaging. According to market intelligence from Smithers’ latest industry report – The Future of Global Packaging to 2028 – Africa and the Middle East are among the fastest-growing packaging markets. Both regions are forecasted to increase their packaging sales faster than the global market average over the next five years.
With increasing demand for packaging comes a rise in material use and the potential for an overall surge in waste. As brands move towards sustainable packaging formats to reduce product waste, decrease emissions, and meet consumer preferences, the circular economy remains a pivotal topic. Consumers are expecting transparent and ambitious goals from brands and the packaging they use, and now more than ever, it is crucial for brands to communicate the sustainability attributes of their products back to consumers.
Behind the Aluminium Can
Crown is a leading packaging manufacturer specialising in aluminium beverage cans, the most recycled drinks package in the world with an average 70% recycling rate globally. Even with an already high rate, Crown’s ambition is to achieve 80% by 2030 and nearly 100% by 2050. The main challenge lies in can collection and recycling infrastructure, which significantly impacts the sustainability and success of aluminium cans. Recycled aluminium requires only 5% of the energy needed to produce a new can compared to that made from primary aluminium and can be recycled infinitely without losing its main properties. However, with recycling rates still low in regions including MENA, improvements in collection and recycling infrastructure are essential to managing packaging waste effectively and making recycling widely available.
To advance these goals, Crown recently supported the creation of the UAE Aluminium Recycling Coalition alongside Emirates Global Aluminium. The coalition gathers stakeholders from beverage companies, can makers, waste operators, and recyclers with the goal of being a single point of contact for the UAE government and promoting the implementation of an aluminium circular economy in the UAE. Additionally, during COP28, Crown and its peer organisations launched the Every Can Counts Programme in the UAE. Already active in 19 European countries, Brazil, and the United States, this recycling awareness programme is dedicated to reinforcing the importance of recycling among consumers and empowering people to recycle their drink cans wherever they are.
Key Takeaways from Sustainability in Packaging MENA
The “Circular Economy – Global Players’ View of Consumer Shifts Towards Sustainable Consumption” panel at the Sustainability in Packaging MENA summit served as an opportunity to discuss the current packaging environment in MENA, the benefits of packaging formats such as aluminium, and what is needed to keep sustainability at the forefront of regional discussions. Actionable takeaways from the panel included:
- Acceleration of adoption of circular economy principles. With the rise of demand for packaging in MENA, brands need to prioritise a sustainability mindset in order to satisfy business and consumer needs.
- Support for established recycling practices and data collection. Sustainable packaging can only thrive with widespread access to recycling and better data to track recycling rates and adoption policies.
- Policies such as Extended Producer Responsibility (EPR). Well-designed EPR schemes can effectively support the collection, sorting, and recycling of high-value materials like aluminium. Due to its inherent value, aluminium can effectively cover the costs associated with its own recovery and processing, creating a financially viable model.
- Transparent communication about company goals. As consumers increasingly seek sustainable brands and packaging, it is imperative for companies to clearly communicate their goals and progress to highlight their journey towards a more circular economy.
Demand for sustainable packaging is strong, and growing, in the MENA region. Through clear communication, enhanced recycling infrastructure and standards, and prioritising consumers’ needs, companies can help accelerate a shift towards a circular economy in MENA and beyond.
For more information, visit www.crowncork.com.