Paper-based packaging: beyond consumers’ perception
Innovation
September 23, 2025Reading time: 1 minutes
Among all recycling streams in Europe, paper has one of the most established and widely available systems. At the same time, consumer interest in paper-based solutions continues to grow. In fact, 63% of customers say they are taking active steps to increase their use of paper packaging*. Nils De Rybel, R&D engineer at Amcor, explains that the shift to paper is not always as straightforward as it may seem.
Among all recycling streams in Europe, paper has one of the most established and widely available systems. At the same time, consumer interest in paper-based solutions continues to grow. In fact, 63% of customers say they are taking active steps to increase their use of paper packaging*. Nils De Rybel, R&D engineer at Amcor, explains that the shift to paper is not always as straightforward as it may seem.
Strategic Thinking: Paper where it delivers real impact
The conversation around paper packaging and sustainability isn’t black and white, and there’s important work to be done to ensure paper is used where it truly delivers an environmental benefit.
While paper-based packaging is often perceived by consumers as a more responsible choice, that perception doesn’t automatically make it true. The sustainability of any packaging depends on several factors, such as what material it is replacing, all the materials that make up the full pack, production processes, end-of-life scenario, and overall environmental performance, such as emission factors and energy use.
Another key factor is fiber quality. For paper to remain truly circular, the fibers must not only be recyclable but also retain their quality throughout the process.
Harmonization Is Essential for Progress
Currently, every European country has its own recycling standards and requirements. This lack of harmonization allows products with less fiber content to enter markets where requirements are lower. As long as this lack of harmonisation exists across Europe, we’ll keep seeing products that don’t meet high recyclability standards being placed where they’re still allowed.
That’s why Amcor actively contributes to the European Committee for Standardization (CEN), helping define thresholds that can be adopted across Europe.
Watch the full episode of the podcast, where Nils De Rybel discusses:
• The process behind developing effective paper-based packaging
• Whether paper-based solutions can meet the requirements of the upcoming PFAS restrictions for all food packaging under the EU's Packaging & Packaging Waste Regulation (PPWR)
• Innovations in paper-based packaging for medical applications
*Amcor Research, March 2024, based on 3,180 respondents in UK, France, Spain, Germany, Poland and Italy
Are you looking for a packaging solution that is more sustainable and future-ready for more harmonized European regulations?
Or perhaps you're comparing multiple options and need a clearer view of the environmental impact of different packaging solutions?
Amcor’s ASSET™ life cycle assessment service, will give you the evidence needed to support your packaging decisions, measure your pack's carbon footprint, and quantify sustainability improvements for consumers. ASSET™ lifecycle assessments, using a Carbon Trust certified model, will give you data to evaluate different packaging options for your products.
Contact us to schedule a discussion and explore what solution makes the most sense for your product, your sustainability goals, and the evolving regulatory landscape.
Ask a question or book a meeting with Amcor's packaging expert.
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