By 2030, all packaging in the EU must be recyclable or reusable. For retailers, this is no longer a distant regulation — it’s the new business reality. And the shift has already started. Just look at what’s happening worldwide:
Who’s moving first
Tesco has cut 5,900+ tonnes of packaging since 2019, moved mince into packs with 70% less plastic and is now piloting reusable models.
Amazon reduced plastic in shipments by 74,000+ metric tons, replacing air pillows with recyclable paper and introducing the “Ships in Product Packaging” option.
Target launched paper wine bottles made from 94% recycled content. They’re 5x lighter than glass and cut carbon emissions by 84%.
Aldi Ireland is rolling out 100% recycled plastic bottles and tethered caps, aiming for all packaging to be reusable, recyclable or compostable by the end of this year.
Walmart is eliminating PVC and polystyrene across private-label products, moving to 100% recyclable or compostable packaging.
And there are many more examples.
Why it matters
Regulations are getting tougher. Early movers not only stay compliant but also win consumer trust and competitive edge.
The real challenge isn’t just being “green.” It’s making packaging that is:
- durable enough to protect products
- scalable for global retail
- cost-efficient so it works in practice
That’s why we see experiments with new materials: from paper bottles to mycelium packaging that disappears in 30 days.
What’s next
Packaging is no longer just a technical detail. It’s part of brand experience and climate strategy at the same time. For businesses, adapting now means less risk, lower long-term costs, and stronger connections with consumers who are actively choosing sustainable options.
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