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15th Jan 2025
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There’s a lot on the horizon for users and manufacturers of packaging and the recycling industry in the UK. The Packaging Extended Producer Responsibility (EPR) is just around the corner, a mass balance approach is being considered for the Plastic Packaging Tax (PPT) and the Government’s Simpler Recycling programme is picking up pace. Here are the trends shaping these industries in 2025.
Reliance on Science:
In recent years, we’ve seen an emerging trend of absolute transparency around claims of recycled content used in packaging and levels of recyclability. The rollout of the Green Claims Code has played a part in this, along with a strong desire among businesses to enhance the credibility and trustworthiness of the on-pack claims they make to consumers.
Companies are exerting much more due diligence when verifying the composition of packaging materials and are only willing to make bold claims such as ‘made up to 80% recycled plastic’ if they are backed up by evidence.
Growing awareness of rigorous, science-based certifications will accelerate this trend. For example, ISO14021:2016 Environmental Claims, as well as the European standard, EN 15343 proving the amount of recycled plastic used in products, are being increasingly demanded and adopted by businesses trading across Europe. Alongside this, many companies are strengthening supply chain transparency and testing the accuracy of product lifecycle data as they prepare for Digital Product Passports (DPPs). These factors appear to be driving a growing reliance on science-based methodologies and certifications to support recycled content and recyclability claims on packaging. We may well see some on-pack messaging softened or withdrawn in the short term, as companies double-check the reliability of traceability and verifications.
Optimised pack sizing:
The transition towards a circular economy and tough, volatile markets are already seeing businesses prioritise packaging efficiencies. Strategies are evolving to reduce packaging dimensions and material usage to improve resourcefulness and sustainability, and to optimise transportations space and overall productivity. This is why production of the DuoOptipac mailing bag has just surpassed 750 million units. Launched in 2016, the bag’s innovative design features an integrated carry handle that reduces overall pack size to lower volumetric shopping rates and improve parcel throughput on a conveyor belt system.
New EU rules look set to accelerate packaging efficiencies and optimisation. The Packaging and Packaging Waste Regulation (PPWR) will specify a maximum empty space ration of 50% for grouped, transport and e-commerce packaging. Manufacturers and importers will also have to ensure the weight and volume of packaging are minimised. Companies exporting to the EU will have to comply with the regulation, which is likely to drive a trend of optimised pack sizing across Europe and beyond.
See it, segregate it, sort it:
2025 could see a significant step forward in tackling ‘wishcycling’ and improving the overall quantity and quality of UK recycling. By 31st March, businesses and relevant non-domestic premises (e.g. residential homes, hospitals and education buildings) will need to arrange the collection of core recyclable waste streams, including glass, metal, plastic, paper and card and food waste. Improving the segregation of waste before collection will be crucial and is likely to encourage greater consideration of what goes in which recycle bin.
Businesses will have a greater responsibility to work with staff, so that they can clearly see what can be recycled. Improving knowledge will reduce items from being put in recycle bins in the hope they can be recycled – ‘wishcycling’ – and could help encourage positive segregation behaviours that go beyond workplaces. This should help with sorting of waste to reduce the threat of non-compliant materials and contamination in recycle streams that can negatively impact the levels and quality of recycled materials.
Repurpose and Reuse:
Recent data from parcel delivery service Evri shows that nearly 30 million UK adults shopped online for pre-loved items during the past year. Research from retail logistics companies Advanced Supply Chain and ReBound Returns also found that 40% of Christmas shoppers are more likely to buy used, second hand gifts this Christmas than they were last year.
The popularity of pre-loved is booming in the UK, with shoppers wanting to be more resourceful and sustainable. This behaviour is impacting packaging, which is being increasingly reused during recommerce.
Consumers are also being creative with packaging by finding ways to repurpose it for reuse in their daily lives – something that brands are supporting. On Global Recycling Day, food brand Barilla teamed up with tidying experts Marie Kondo to show people how to reuse pasta boxes for organising personal items. Media and influencers are helping people with hacks to repurpose packaging, with containers turned into seed trays for growing fruit and veg, and Amazon Prime Day delivery packaging reused as toy storage, bird feeders and even cat scratchers!
2025 and beyond is likely to see a growing trend of packaging being repurposed and reused, especially as pre-loved becomes even more mainstream. Businesses will be motivated to support with packaging designs and messaging that encourages multiple usage beyond the primary purpose of the packaging.
What do you think 2025 holds in store for packaging and recycling? Stay informed about the latest developments in packaging, recycling, sustainability, and circularity by subscribing to our monthly newsletter, LoopedIn.