Five ways to future-proof packaging for a changing regulatory landscape

Packaging has become one of the food industry’s most complex strategic challenges. Manufacturers are under pressure to reduce environmental impact, meet retailer expectations and prepare for incoming legislation, all while protecting product quality, maintaining operational efficiency and controlling costs.

From Plastic Packaging Tax and Extended Producer Responsibility (EPR) reforms to the introduction of the Packaging and Packaging Waste Regulation (PPWR), the regulatory landscape continues to evolve.

So how can food manufacturers make packaging decisions today that won’t create problems tomorrow? Here are five ways to build a more resilient and future-ready packaging strategy.

1. Look beyond today’s compliance requirements

Packaging legislation is evolving rapidly, and businesses need to think beyond immediate compliance obligations.

The Plastic Packaging Tax currently applies to plastic packaging containing less than 30% recycled content and exceeding £200 per tonne. It’s increased annually since its introduction in 2022. As rates continue to rise, manufacturers that haven’t transitioned towards recycled-content packaging may face growing cost pressures, making packaging strategy both a sustainability and commercial consideration.

At the same time, EPR reforms are increasing producer responsibility for packaging waste, placing greater emphasis on packaging design and material selection.

“What we’re seeing now is that packaging decisions are increasingly being driven by a combination of legislation, retailer commitments and consumer expectations,” says Henry Brook, sales and marketing director at Multivac UK.

“Manufacturers need confidence that any changes they make today will remain fit for purpose tomorrow.”

2. Start preparing for PPWR now

While many businesses remain focused on current sustainability targets, the industry’s attention is increasingly turning towards PPWR.

The regulation will introduce new requirements relating to recyclability, packaging reduction and recycled content across Europe. From 2030, packaging placed on the EU market must meet mandatory recyclability requirements, including design-for-recycling criteria and minimum recyclability performance thresholds, making long-term packaging planning increasingly important.

Future compliance will depend not only on packaging design, but also on the availability of robust technical data and supplier documentation to demonstrate compliance. Manufacturers therefore need to consider how recyclability, recycled-content and compliance evidence will be managed across the supply chain.

PPWR will also introduce mandatory minimum recycled-content requirements for certain plastic packaging formats from 2030, creating additional pressure on the availability and cost of food-grade recycled materials.

For food manufacturers, this isn’t simply a compliance issue. Future packaging requirements have the potential to influence material selection, pack design and operational processes.

Businesses that start reviewing packaging formats now will be far better positioned than those forced to react later.

3. Avoid costly packaging redesigns

One of the most common causes of packaging project delays is discovering potential issues too late in the process. Whether evaluating new materials, pack formats or sustainability initiatives, manufacturers benefit from assessing options at an early stage.

Packaging development is increasingly collaborative, bringing together packaging specialists, production teams, material experts and commercial stakeholders earlier in the decision-making process.

At Multivac UK’s Innovation Centre in Swindon, manufacturers can rapidly create sample packs, evaluate different materials and assess packaging concepts using digital 3D visualisation technologies and access to more than 4,000 thermoforming tool formats. This approach can help accelerate development while reducing the risk of costly changes later.

“Manufacturers need to balance sustainability goals with operational performance, product protection, retailer requirements and consumer expectations”

– Henry Brook, sales and marketing director, Multivac UK

4. Balance sustainability with operational reality

Reducing packaging material is an important sustainability objective. But future regulations increasingly focus on recyclability, recycled content and, in some sectors, reuse alongside material reduction.

Manufacturers must also consider shelf life, product protection, line efficiency, retailer requirements and the consumer experience. So, a packaging change that delivers environmental benefits but introduces challenges elsewhere in the supply chain may not provide the desired outcome.

“The most successful packaging projects are no longer driven by a single objective. Manufacturers need to balance sustainability goals with operational performance, product protection, retailer requirements and consumer expectations,” says Brook.

The most effective solutions therefore strike a balance between environmental improvements and operational performance.

5. Take a whole-lifecycle view

Manufacturers are increasingly recognising the value of considering equipment, materials, maintenance and long-term performance together. Looking at the complete packaging process can help improve efficiency, reduce downtime and provide greater visibility of total cost of ownership.

This is why many manufacturers are seeking partners that can support equipment, materials and maintenance requirements through a more integrated approach. Multivac’s Total Offer (MTO) is one example of how businesses are looking to simplify supplier management while improving overall packaging performance.

Looking ahead

For manufacturers, success will not be defined simply by reducing plastic use, but by selecting packaging formats that deliver the best balance of product protection, recyclability, recycled content, regulatory compliance and overall environmental performance.

Those that start planning now will be far better positioned to navigate future legislation, retailer requirements and consumer expectations.