Packaging is no longer just about protecting a product. Today’s consumers expect packaging to be sustainable, aligned with market expectations, and designed with environmental responsibility in mind.
What started as a sustainability trend has rapidly evolved into a global expectation. Companies that recognize the importance of sustainable packaging early are already leading the market.
Who is responsible for packaging after use?
A key approach to sustainability is Extended Producer Responsibility (EPR). If previously the disposal and processing of waste was the task of local communities, today it is the manufacturer who must ensure that its packaging after use is collected and processed. For the industry, this means abandoning complex multilayer materials, transparent labeling and constant pressure from regulators and retail towards greener solutions.
The European Packaging & Packaging Waste Regulations (PPWR) establish a clear regulatory framework aimed at reducing the environmental impact of packaging: material minimization, recyclability and reuse of packaging, limitation of hazardous substances and disposal targets. This is already a legal requirement that must be followed.
A clearer picture of how these measures function in practice can be seen through existing examples. Latvia has already implemented a container return system achieving a collection rate of 56 % for bottles and cans in less than two years. Switzerland is advancing «return-to-store» programs, enabling consumers to return flexible packaging back to the store using designated special bags. And the United Kingdom has introduced the FlexCollect project, which, through simple visual solutions (branded purple packages), has rapidly gained popularity and is now spreading around the world.
In addition to mechanical processing, chemical & advanced recycling – pyrolysis, gasification or solvolysis technologies are increasingly developing, enabling even complex polymers to be reintroduced into production cycles. And in cases where recycling is impossible, Waste-to-Energy plants provide an alternative, for instance, in Vienna successfully generates electricity and heat from waste.
How to create a design that follows sustainability principles?
The development of modern packaging no longer begins with a visual appeal alone, but with clear criteria: the level of product protection, overall weight, carbon footprint, and the potential for recycling or reuse. An important indicator is the emptiability – ability of packaging to allow consumers to fully use its contents without leaving residue. Companies are also increasingly using benchmarking, comparing their own solutions with competitors to optimize the design for key KPIs.
Principles of sustainable design
There are eleven core principles to follow:
These principles are far from abstract — they are already implemented by Gualapack Ukraine in practical solutions. For example, the Tethered Cap is a cap securely attached to the spout. Because it remains connected to the packaging, it significantly reduces the risk of plastic pollution and fully complies with the latest European regulations. Another innovative solution is a recyclable mono-material doy-pack with a zip lock, fully recyclable. This solution is designed to simplify the recycling process by eliminating the need to separate different material components.
Another prime example is Pouch 5: a spouted pouch with a cap made entirely of polypropylene. This mono-material construction means the packaging doesn't require prior separation and can be processed in a single recycling stream.
Sustainable packaging design is no longer the future but a present-day necessity. It brings together environmental responsibility, cost-effectiveness for businesses and convenience for consumers approach. Companies adopting sustainable solutions today are gaining more than just a "green" image — they secure a real competitive advantage in the market.
Looking for a flexible packaging manufacturer to develop an eco-friendly solution for you? Contact us — we combine experience, technology, and team to support your business in the transition to sustainable packaging.