As per research that was conducted in 2021, the growth rate when it comes to sustainable products happens to be five to six times higher than the average. 1 Consumers happen to have higher expectations when it comes to the products they buy, and this goes on to include the packaging part as well. They look out for packaging that happens to be renewable, recyclable, as well as compostable. Based on the study conducted by Nielsen IQ, it came to light that 78% of customers place a high importance when it comes to sustainability. Apart from this, additionally, 43% of these customers make their purchasing decisions which is completely based on the environmental impact of the packaging of the product. 2
Furthermore, consumers are also willing to actively contribute when it comes to making a positive impact on the planet. As per research conducted by Euromonitor, it was it was brought to notice that 44% of consumers go on to prefer sustainable packaging and, at the same time, give more significance to recycling claims and not the specific materials used. 3Â This goes on to suggest that consumers happen to have an entire understanding and knowledge when it comes to recycling practices.
The future of consumer goods is being shaped by the landscape of heightened consumer expectations and regulatory changes, both of which are evolving. Consumers are directing their spending in terms of products that make ESG-related claims. Apparently, in May 2023, McKinsey & Company as well as NielsenIQ conducted a comprehensive 5-year study that went on to involve 44,000 brands as well as private label products. As per the study’s inference, a significant and evident connection between consumer spending as well as sustainability-related claims was found on product packaging throughout various categories. 4
It is well to be noted that Huhtamaki goes on to offer customers sustainable packaging solutions so as to meet their demands, one of which happens to be paperboard technology, which makes use of paper that is sourced from certified as well as sustainable forestry. Notably, businesses can create sustainable paperboard packaging solutions that happen to be both recyclable as well as functional, while at the same time having a comparable shelf life, by making use of innovative paper forming as well as barrier technologies.
Paper-based packaging that’s innovative and customized to FMCG application
Huhtamaki happens to be very engaged when it comes to innovating so as to reshape the future of sustainable packaging. Their sustainable paperboard packaging solutions happen to be specifically designed so as to provide the same level of functionality as well as product performance as is the case with rigid plastic packaging. Paperboard is indeed a wise choice for the company’s FMCG customers.
It is worth noting that one of the company’s notable products happens to be paper-based ice cream containers as well as lids for Carte D’Or, which went on to be introduced in the UK last February. Huhtamaki’s creative as well as its technical teams partner to develop customized paper-based packaging solutions, which go on to assist Unilever in transitioning from conventional plastic containers to total recyclable paper tubs and lids.
By choosing Huhtamaki’s paper-based packaging, customers can go on to lessen the amount of plastic that is used in Carte D’Or ice cream tubs by 93%. By shifting to recyclable paper-based packaging, the brand will thereby cut more than 900 tonnes of virgin plastic across the UK every year.
Apparently, Huhtamaki came up with ICON packaging in November 2022 in North America. Notably, this innovative packaging solution, especially for the ice cream segment, is recyclable and happened to be developed as a result of the growing demand when it came to sustainable packaging. The growth rates for packaging across North America are anticipated to be around 2-3% year-on-year throughout various sectors, which include retail, foodservice, as well as FMCG markets.5
Moreover, this technology goes on to help ice cream packaging easily integrate into the present recycling system in North America. Due to this, consumers in the US can now go on to recycle ice cream containers as well as the lids in the same manner as other paper products, such as folded carton packaging.
Packaging innovation driving sustainability
Huhtamaki is undoubtedly a leading industry player and has gone on to make significant investments across numerous technologies that are aimed at producing packaging solutions that happen to be more sustainable. These tech include paperboard, fiber, and flexible technologies. The company’s fiber solutions offer advanced along with exclusive technology for both smooth-molded fiber as well as rough-molded fiber packaging.
The company also offers a product range on the market, such as fiber lids for both hot as well as cold drinks that happen to be designed to fit their recyclable takeaway paper cups. They also offer egg packaging as well as other food packaging options for shelf as well as on-the-go applications.
Huhtamaki brings about its ability to create innovative packaging solutions that are well-suited even for the future needs. This is achieved by way of close collaboration with customers, making use of various technologies and materials, as well as high-level food-grade barrier solutions.
Notably, Huhtamaki happens to be a global solutions provider and also a strategic partner for customers, thereby providing an array of services so as to meet their needs. With a robust global presence, the company has been able to effectively serve customers throughout the world. Huhtamaki has gone on to establish a global network when it comes to paperboard as well as fiber factories so as to facilitate close partnerships, co-creation, production, as well as transportation. It has developed an innovation portfolio along with a roadmap to make sure of the creation of sustainable solutions that will stay relevant in the future as well.
Significantly, the company’s front-end innovation team happens to be responsible for monitoring long-term market needs as well as trends on a worldwide scale.
Collaborating in partnership throughout the entire value chain
Packaging happens to play a very vital role when it comes to establishing sustainable as well as resilient food systems on a global scale. Huhtamaki acknowledges that addressing such issues concerning sustainability needs collaboration with major stakeholders. So as to create a more sustainable future, it has gone on to actively engage with these stakeholders, thereby gauging that no single organization will be able to thwart these issues alone.
The Cup Collective initiative happens to be a prime example of Huhtamaki’s dedication so as to make a significant change. It demonstrates that paper cups can indeed be recycled. The Cup Collective happens to be an exceptional partnership program in Europe that especially goes on to target the recycling of paper cups on an industrial scale.
In partnership with Stora Enso, the initiative came to light in Brussels in 2022 with the objective of making paper cup recycling a regular practice for one and all. The idea is to simplify the recycling process for consumers as well as businesses. The initiative happens to be focused on recycling as well as regenerating paper cups on a large scale. Its objective is to recycle at least 5,000 tonnes of paper cups in the years to come. It is well to be noted that this initiative is expanding across Europe and also through projects in Asia.
References​
1.​ McKinsey & Company. Prioritizing sustainability in the consumer sector.​
2​.​ NielsenIQ. Sustainability: the new consumer spending outlook.​
3.​ Euromonitor. 2022. Sustainable Packaging Features.
4.​ McKinsey & Company. Consumers are in fact buying sustainable goods: Highlights from new research.​
5.​ Data provided by Huhtamaki.
