Speciality Food Magazine June 2024

stand out you’ve got to do something different.” Products that sustain In our recent Green Issue, it was clear that sustainabilitymatters across the entire chain, from the production of ingredients, throughmanufacturing, packaging and delivery. The analysts at FMCG Gurus say shoppers are “aware of the environmental implications associated with food and beverage packaging” in particular and this “heightened consciousness” has resulted inmore individuals actively engaging in recycling. Their data shows 82% of global consumers consistently recycle soft drink packaging, while 78% recycle food packagingmost or all of the time. FMCG Gurus’ Kate Kehoe says the only drawbacks to their endeavours are limited access to recyclable items, limited awareness, and their lifestyle. Kate adds their concerns put emphasis on the significance of designing packaging that has aminimal impact, integrating sustainable practices throughout its life cycle. The Deposit Return Scheme (DRS) recently pushed back by the UK government to 2027, is hoped to further drive change in packaging within the drinks sector, 37 specialityfoodmagazine.com HOW CAN RETAILERS BE MORE PACKAGING SAVVY? Join the circular revolution. Work with wholesalers who are minimising excess packaging during delivery, and accepting returns on packaging. When stocking look carefully at packaging of products you are buying, bearing in mind consumers are being more mindful of sustainability. Look for recycled plastic, ready meals in cardboard and compostable trays, and snacks sold in paper or compostable packaging. If you are shipping out products, be more mindful of your processes. There are multiple packaging companies offering cold chain solutions, and packaging that is better for the environment, including recyclable paper-based void fill, cushioning and wrapping. If you are a farm shop on a working farm, could you reuse cardboard packing on site? Shredded cardboard makes a good mulch, or can be used for animal bedding. Is there anywhere locally you could donate shredded cardboard? with the deadlinemoved to enable manufacturers whose products are out of scope, tomake a difference. The consumer, Kate says, has to be factored in here too, as, she adds, they have limited time to consider how and what they will be recycling. They “prioritise sustainable packaging claims they are familiar and confident with, and that’s something both producers and retailersmust consider”. Further data fromFMCG Gurus reveals 82% of global consumers consider it important for packaging to be recyclable at least once. The teamat FutureMarket Insights agrees, saying the industry is seeing a surge of research and development in packaging, aimed at finding new sustainablematerials and solutions. It estimates the sustainable packagingmarket value to be $285.3 billion in 2024, with an expected CAGR of 5.8% over the next 10 years. Germany, it says, is leading the way, followed by the UK, where there’s a higher consumption of eco-packaging materials – especially paper and paperboard, which are estimated to account for 38.2% of global packaging sales in 2024. “The forecasted steady rise in market value, coupled with the surge in adoption of sustainablematerials underscores a promising trajectory for the sector,” a spokesperson says. With continuous R&D efforts and growing awareness, “the coming years are likely to witness a notable shift towards bio-plastic, paper-based packaging, and reusable solutions.” Amongst these solutions is the newHydropol product fromAquapak, whichwas used by The British Crisp Co with Evopak to produce a newpaper crisp packet, unveiled in March. Hydropol is a polymer which performs like plastic but, with its solubility, allows for 100% paper fibre recovery through recyclingmills. It can be composted, is compatible with anaerobic digestion, and is non-toxic andmarine safe. The product was developed following a study by the business which showed 62% of those asked wanted to see increased investment in newpackagingmaterials. Chief technology officer, Dr JohnWilliams, says the study shows the “FMCG sector is highly cognisant of the need tomove away fromconventional plastics tomore environmentally friendlymaterials which offer better end-of-life outcomes.” He adds it’s important there’s “an acceleration in the use of materials which are available at scale, offer the required functionality, run down existing conversion lines, and have a viable end-of-life solution to the consumer”. Eve Reid, commercial director at WBC, says it’s the job of packaging manufacturers to keep up to date with the latest materials available, creating products that not only attract attention for customers, but reflect those business’ core beliefs too. “Consumers are becoming increasingly aware of misleading marketing tactics and facetious claims,” she explains. “Eco doesn’t alwaysmean eco. Fat free doesn’t alwaysmean calorie free or nutritious.” In order to survive and thrive, brands are being forced, she says, to think, be honest, be transparent, andmake the right decisions, so their customers can make informed decisions. “Everything new coming into the market has sustainability ingrained into its core design, and everyone along the line will be looking to see if these product standards are aligned with their sustainability efforts,” Eve continues. “Therefore brands are having to take accountability, make actionable change, and be incredibly transparent withwhat they are offering – from what’s in the packaging, to the food and drink contents inside. Consumers in the 18 to 24 age bracket are 59% more likely to pay up to 10%more for eco-friendly types of packaging according to Fess Group’s research.” WBC has recently launched its newFood-to-Go range, made using a by-product of the sugar industry. The sugarcane pulp takeaway containers are one of themost sustainable solutions on themarket for eliminating single-use plastic. “After use they can be rinsed and popped into the compost bin at home, making them the perfect alternative to plastic containers,” Eve says