As Europe prepares for the implementation of the Packaging and Packaging Waste Regulation (PPWR), packaging companies are shifting from broad environmental messaging toward evidence-based sustainability claims supported by technical validation, traceability and regulatory compliance.

According to Arnaud Brunet, Executive Director for Food Products, Marketing and Sustainability EMEA at Sealed Air, the evolving regulatory landscape presents an opportunity for companies to redesign packaging for a circular economy while improving transparency across the packaging value chain.

His comments reflect a broader industry trend as packaging manufacturers adapt to stricter requirements aimed at improving recyclability, reducing greenwashing and strengthening consumer confidence in sustainability claims.

PPWR Raises Expectations for Packaging Performance

Brunet said PPWR will require companies placing packaging on the European market to provide verifiable evidence supporting sustainability claims.

As the regulation is introduced in phases, businesses will need to demonstrate that packaging complies with new recyclability and reporting requirements, while ensuring that environmental statements can be substantiated with technical data.

He noted that greater transparency and traceability throughout the packaging lifecycle will become increasingly important as companies seek to comply with both PPWR and the European Union’s Green Transition initiatives.

For packaging producers, this represents a shift from marketing-driven sustainability narratives toward measurable environmental performance.

Collaboration Supports Circular Packaging Development

Brunet emphasized that industry collaboration remains essential for developing packaging that meets both performance and circular economy objectives.

Sealed Air participates in several technical and industry initiatives, including the European Committee for Standardization (CEN), Flexible Packaging Europe, Circular Economy for Flexible Packaging, and Cyclos-HTP, contributing to the development of recyclability criteria and design-for-recycling guidelines.

These collaborative efforts help establish common technical standards while supporting the implementation of future PPWR recyclability assessments.

Across the packaging industry, cooperation between manufacturers, material suppliers, recyclers and certification organizations is becoming increasingly important as regulatory expectations continue to evolve.

Material Reduction and Recyclability Drive Innovation

Packaging innovation is increasingly focused on improving recyclability while reducing material consumption.

Brunet highlighted examples within Sealed Air’s Cryovac portfolio that combine lightweight materials, recycle-ready structures and food waste reduction through improved barrier performance and shelf-life extension.

He said redesign efforts include reducing material usage, simplifying packaging structures and improving compatibility with existing recycling infrastructure.

These approaches align with broader industry priorities of lightweighting, downgauging and design-for-recycling, all of which are expected to play a greater role under future packaging regulations.

Consumer Trust Depends on Verified Claims

Consumer expectations are also influencing packaging development.

According to Brunet, shoppers increasingly want sustainability information that is both understandable and supported by credible evidence.

He noted that while environmental awareness continues to grow, purchasing decisions are not always driven by sustainability claims alone, highlighting the importance of providing accurate, verifiable information rather than relying on generalized environmental messaging.

Industry observers increasingly expect regulatory oversight to strengthen around environmental marketing, requiring packaging claims to be supported by recognized testing methods and third-party verification where appropriate.

Packaging Industry Moves Toward Measurable Sustainability

The transition underway reflects a wider shift across the global packaging industry.

Rather than focusing primarily on whether packaging can be described as “eco-friendly,” manufacturers are increasingly evaluating measurable indicators such as recyclability, recycled content, lifecycle impacts, material efficiency and compatibility with collection and recycling systems.

As PPWR implementation progresses, companies are expected to invest further in recyclable packaging technologies, digital traceability, lifecycle assessment and standardized testing to demonstrate compliance while supporting circular economy objectives.

For the pulp, paper and packaging sectors, evidence-based sustainability is becoming an integral part of product development, regulatory compliance and long-term market competitiveness.

Last Updated on 02/07/2026 by Jota Machinery