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It’s hard to look beyond government legislation as being the number one priority on the packaging industry’s 2025 to-do list. In the UK, Extended Producer Responsibility (EPR) will focus minds as more businesses wake up to the fact that they will be obligated to pay for the packaging they place on the market. Add to the mix the EU’s Packaging and Packaging Waste Regulation, and you’d be forgiven for thinking that packaging professionals will face the next 12 months buried in a sea of red tape.
But go under the surface and you’ll find that brand owners will still want their packaging to tick every box going; to hit the sweet spot of sustainability, functionality and delivering an engaging consumer experience. And while sustainable design and development will occupy – and primarily guide – the minds of the packaging sector, there are other trends that might be worth keeping tabs on in 2025.
The almost never-ending march of government packaging reform isn’t going to grind to a halt this year. Like last year, the industry is likely to get a better idea of how legislation will impact their business and where – crucially – the cost will lie. The UK government’s drive to hoover up packaging data will continue at pace and firms will get a clearer picture of EPR’s costs.
Defra’s aim is ultimately pushing packaging design to fit in with the UK’s existing waste management system. Like the EU, it wants firms to roll out more recyclable packaging and to give reusable/refillable systems a go – all while reducing plastic.
For many brands, the solution to the plastic conundrum has been to switch to paper. Cartonboard and paper-based packaging has boomed over the past couple of years as multinationals aim to fulfil their promise to cut plastic. The material is widely recyclable and stands up to the rigours of the supply chain.
That trend is unlikely to change in 2025 as packaging developers aim to bolster the recyclability of packs. But within the industry, debates continue on whether this route demonises plastic and ignores the material’s benefits – namely its lightweight structure to boost carbon reduction. That discussion will rumble on in industry circles and pull other materials – such as glass, aluminium and compostables – into the sustainable debate. What’s clear is that any packaging format needs to have circularity in mind.
Refillable and reusable packaging will also be part of the discussion. Trials have been a little hit and miss as consumers adjust to a cultural shift, away from the single-use mindset. Ultimately, convenience is winning the day but expect more brands and retailers to try and crack this tough nut.
Creating packaging to effectively communicate and connect with consumers is no easy ask but technology can play its part. Delivering a customer experience won’t just come through intricate closures or eye-catching graphics. QR codes can connect brands to consumer via their smart phone and creating digital content for packaging is an exciting area of development. How much of it we’ll see in 2025 is open to debate – brands will want to keep a beady eye on their budget – but it can bring a new dimension to the market.
And while we’re talking technology, look out for more brands trying to connect with the most tech-savvy demographic, Gen Z. Big, bold and brightly coloured packs are the way to grab the attention of an evolving consumer group. An Instagram-able pack – picked up by a social media influencer – has the potential to open up huge opportunities for brands. Inventive packaging can lead to increased sales.
My hunch for 2025 is that sustainable regulations will end up driving innovation to greater heights. Designers and technologists will see EPR or PPWR as a challenge they can get their teeth into. Rather than viewing packaging development as prescriptive, they’ll strive to find any loopholes in the rules – creativity will still come to the fore.
This year could be a tipping point for the packaging industry but in amongst the government reforms and debates around plastic, there’s one small but important detail to remember. That packaging – whatever the material – should always protect the product. That message sometimes gets a little lost in the sustainability debate.
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