SUSTAINABLE PACKAGING
Paperisation trend gains momentum
Growing consumer concerns about the environment are driving demand for more environmentally responsible and sustainable packaging options. Ever more stringent regulations are also driving the adoption of more sustainable packaging solutions. Bakery manufacturers, along with other food industry sectors, are also focusing on improving their production processes, including packaging, to align with sustainability goals. As a result, materials such as paper, pulp, and fibre are increasingly being adopted due to their sustainability benefits, according to the findings of a GlobalData report. Naveed Khan, Consumer
Analyst at GlobalData, says: “Compostable and recyclable packaging options that use paper and moulded fibre are growing in demand, and manufacturers are capitalising on this trend by introducing innovative packaging formats using these materials.” In Europe, Mondelèz
International collaborated with sustainable solutions provider Saica Group to launch new paper-based packaging for its multipacks of confectionery, biscuits, and chocolates in June 2024. This initiative supports the company’s sustainability goal of developing a 100% recyclable flexible packaging portfolio. “Consumers are also
increasingly seeking recyclable packaging options to minimise the environmental impact of their purchases,” says Naveed. This is substantiated by a GlobalData consumer survey, which found that 73% of consumers view ‘recyclable packaging’ as essential or nice to have when making a product purchase.
environmental responsibility can go hand in hand with product protection, consumer experience, and cost-effectiveness, allowing bakeries to meet both sustainability goals and market expectations.
Consumer expectations Expanding further on the use of plastic packaging, a recent survey from Amcor pointed to the importance of never underestimating consumer expectations. The report, entitled ‘Recycled Content, Real Impact,’ drew on insights from 3,201 consumers surveyed and 32 in-depth qualitative interviews across six major European countries. It found that consumers – particularly in the younger age groups – positively view the use of recycled material in product packaging. Almost two-thirds of European consumers say that the use of recycled content increases their trust in a brand.
material on packaging, while more than half want packaging to clearly show the percentage of recycled material used. So, for bakeries already using PCR in their packaging, it is important to highlight this clearly, and verifiable sustainability claims are an important element that will help consumers understand the environmental impact of product packaging.
BY REPLACING PLASTIC
LAYERS WITH NATURAL, PLANT BARRIER COATINGS, PAPER PACKAGING CAN DELIVER BOTH FUNCTIONALITY AND RECYCLABILITY
Regarding quality perception, over half
of consumers say the use of recycled plastic in packaging makes ‘no difference’ to how they view the quality of the product. And more than 22% said that using recycled plastic actually improves the quality of the packaging. However, while consumers value
brands that use Post-Consumer Recycled (PCR) plastic, they do want clarity. Positive consumer attitudes towards the use of PCR plastics are largely linked to sustainability benefits, with reduced environmental impact cited most frequently, as well as resource conservation, lower carbon footprint, and support for a circular economy. The Amcor report also found that
consumers are wary of unfounded claims. Nearly 79% of those surveyed want to see independent certification of recycled
Paper drawbacks Another myth is that paper packaging is automatically recyclable. The fact is that many paper-based bakery packs are coated or laminated with plastic to ensure they can provide the necessary barrier performance. “These hidden plastic layers can prevent packaging from being recycled through standard paper streams,” points out Sam. This misconception creates a disconnect between appearance and reality. Packaging may look recyclable, but if it contains conventional plastic coatings, it can contaminate recycling systems or be diverted to landfill or incineration. New coating technologies are,
however, changing this. “By replacing plastic layers with natural, plant barrier coatings, paper packaging can deliver both functionality and recyclability,” says Sam. “This allows bakery packaging to be processed within existing paper recycling infrastructure, supporting true circularity rather than simply shifting the problem elsewhere. For today’s consumers, this clarity
matters. Packaging that can genuinely be recycled or composted removes confusion and makes it easier to dispose of responsibly, reinforcing trust in bakery brands that are making sustainability claims.”
The bottom line Many of the myths surrounding plastic- free packaging are rooted in experiences of an earlier generation of eco-friendly materials that did require compromise. Today, however, it appears that technology has moved on at a fast pace. Performance, recyclability and commercial viability are no longer in tension. As myths give way to material innovation and regulatory reality, bakeries have an real opportunity to make informed choices that are able to protect their products, their margins and the environment.
FEBRUARY/MARCH 2026 • KENNEDY’S BAKERY PRODUCTION • 37
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