avoiding overpackaging. These three trends, according to Upm will change packaging forever.
Tailored minimalism: less is more
There is a growing demand for solutions that address the issue of overpackaging. Packaging often includes multiple layers of material, making the packages difficult to recycle. There are many examples in the food and non-food sectors where brand owners still use complex packaging materials, even though more sustainable solutions could be used, such as recyclable and even compostable barrier papers. Barrier paper complies with European food safety standards and allows baked goods to come into direct contact with the internal coating.
The return of reusable packaging
In addition to recyclable and recycled packaging materials, there will be an increasing amount of reusable packaging in the future. By 2030, all packaging in the EU must be recyclable, with some formats also reusable, according to the new packaging regulation. This applies especially to B2C companies. In the B2B sector, reusable packaging solutions are already widely used. Reusability will require a certain level of standardization, meaning that potentially all products within the same category could be sold in identical reusable packaging. Once recycled, the old label is washed off and replaced with a new one. This will present an exciting challenge for label designers, as the label will be the “star” of the package and the only element that makes the product stand out on store shelves.
Beyond fossils
With the ambitious climate goals of companies and EU regulations, it’s no surprise that replacing fossil-derived materials in packaging remains a growing trend. Packaging designers are increasingly looking for alternative packaging materials that minimize environmental damage while maintaining functionality and performance. To simplify this task, numerous new options are available, such as bio-attributed plastics and barrier papers, which can replace traditional plastic packaging.