4 Bakery Packaging Myths That Are Holding Brands Back

Myth 1: “Only a small group of bakery consumers care about more sustainable packaging."

Sustainability is no longer a niche concern but mainstream. According to FMCG Gurus, 7 in 10 European consumers actively look for recyclable claims when buying cakes and pastries (1) And broader research confirms that 49% to 66% of consumers (depending on the country) say recyclability positively influences their purchase decisions.

What’s more, how brands communicate their sustainability efforts matters. Our recent research at Amcor shows that written claims are far more effective than logos alone – around 80% of consumers admit they don’t understand most sustainability icons(2). I’m not surprised. Often, sustainability messaging still isn’t clear enough. If we want to build trust and encourage engagement, we need to communicate in a simple, consistent, and easy-to-understand way.

Myth 2: “All of the more sustainable packaging options perform the same.”

Fact: Not all packaging that is more sustainable is equal. That’s why at Amcor, we developed ASSET™, Amcor’s Carbon Trust, certified life cycle assessment methodology. It offers a full carbon footprint analysis, assessing raw materials, production and use, and end-of-life, so brands can make data-backed decisions.

For example, in one recent assessment, our AmPrima® Flowpack Pro showed__ 82% lower carbon footprint than conventional alternatives__ used for flatbread applications(3).

Myth 3: “Switching to more sustainable packaging means major production changes.”

Fact: Not with the right partner. What’s the best first step for brands wanting to upgrade their packaging? Start with data and a packaging partner who understands both performance and compliance. Our Field Technical Service team is here to support you directly at your production site. Whether you're launching a new packaging format or fine-tuning existing lines, our experts will:

• Ensure everything runs smoothly
• Troubleshoot and resolve issues quickly
• Provide hands-on support and practical solutions

Myth 4: “You can’t have recycle-ready packaging that keeps bakery products fresh.”

Fact: You can. Bakery products, especially soft, moisture-sensitive ones like flatbreads and pastries, require barrier protection. The structure of mono-material, recycle-ready AmPrima® Flowpack Pro includes a high oxygen barrier for food, optimal for bakery applications. At the same time, this packaging offers perfect clarity and transparency equivalent to EVOH, making it both functional and visually appealing!

Sources:

1. FMCG Gurus, 2023 – Europe, 13 countries, 13,000 respondents
2. Amcor Research, March 2024, based on 3,180 respondents in UK, France, Spain, Germany, Poland and Italy
3. Based on Amcor’s ASSET Life Cycle Assessment - Comparison based on cradle to grave analysis of 12 PET // 30 PEP packaging vs 30μm oPP PDX, assuming: 100% incineration for the baseline packaging, 100% mechanical recycling for the proposed packaging.