Regulations and consumers accelerate the transition to ‘sustainable’ packaging

In recent years, the topic of packaging has definitively moved beyond the technical realm to become an environmental, economic, and cultural issue. EU regulations are accelerating the change; companies are investing in research and development, and consumers are increasingly demanding solutions that are consistent with sustainability goals. 

It is no longer just about ‘reducing plastic’ but about rethinking the entire design, production, and end-of-life system of all packaging, regardless of its material. 

The European Union has implemented a comprehensive review of the rules governing the packaging sector through Regulation (EU) 2025/40 of the European Parliament and of the Council of 19 December 2024 on packaging and packaging waste (Packaging and Packaging Waste Regulation — PPWR). This text aims to reduce the overall quantity of packaging waste and ensure that all packaging placed on the market is recyclable or reusable according to more stringent criteria. 

The logic is clear: it is crucial to intervene during the design phase, imposing minimum recyclability standards, limiting the use of problematic materials, and encouraging the use of recycled content. Such an approach shifts the focus from simple disposal to waste prevention, aligning with the principles of the circular economy. 

The Italian industry—one of the most developed in Europe—is investing in new materials, process digitalization, and high-performance technologies that combine food safety, functionality, and reduced environmental impact. The goal is to ensure that sustainability is no longer perceived as just yet another regulatory requirement but as a strategic competitive factor. 

Demand is changing, too. Adopting recyclable or compostable packaging can significantly influence purchasing decisions, as can the clarity of the information provided on the label. 

In fact, merely labelling a package as ‘eco’ or ‘green’ is no longer enough: people want to know whether a material is truly recyclable in their local area, what percentage of recycled material it contains, and what its overall environmental impact is. Transparency, therefore, becomes a key element, as much as technical innovation. 

Such grassroots demand is going to push companies toward more responsible choices. In an increasingly competitive market, ‘sustainable’ packaging is moving from a simple aesthetic or PR detail to an integral part of a brand’s positioning strategy.  

Supporting the transition is a strong push for innovation. Research focuses on more easily recyclable single-layer materials, compostable biopolymers, solutions with high recycled content, and packaging systems designed to reduce waste and overpackaging. 

For example, several innovative packaging solutions were presented at Fruit Logistica 2026 (February 4–6, 2026). The event showcased new packaging technologies that use recyclable and compostable materials without compromising product protection, thus demonstrating that sustainability and performance can coexist. 

Innovation is not just about materials, but also about the design and efficiency of production processes. Reducing the thickness of a plastic film, optimizing the packaging’s shape, or facilitating the separation of components at the end of its life cycle can make a significant difference in terms of overall environmental impact, especially if one considers that the impact from food waste is often greater than that of the packaging’s life cycle. 

The transition to ‘sustainable’ packaging cannot be entrusted to a single player. It is a change that involves institutions, businesses, retailers, and consumers in a spirit of shared responsibility. 

Regulations set the framework, industry develops technical solutions, and the market guides decisions based on demand. Only by integrating these elements can a packaging system be created and aligned with EU climate and environmental objectives. 

The challenge, ultimately, is not to find the ‘perfect’ material, but to build a model where each sort of package is designed with its entire life cycle in mind. From this perspective, sustainability implies long-term vision, impact measurement, and the ability to innovate.