Three packaging trends every food and retail brand needs to consider

In many of my recent discussions with food and retail companies across Europe, one topic keeps coming up: the growing impact and complexity of packaging regulation.

For many brands, the conversation often starts with a simple but pressing question: What will the new regulations actually cost us?

Blogs
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23.04.2026

Sales Director, Food & Retail Europe

Matt Boyle

In the UK, where I live, Extended Producer Responsibility (EPR) schemes have already been implemented, and some companies estimate the financial impact could reach millions of euros. In a recent discussion with a major retailer, the packaging team explained that the immediate priority was to identify savings across their packaging portfolio to offset any expected cost increases.

At the same time, similar regulatory frameworks are emerging across Europe, such as the EU’s Packaging and Packaging Waste Regulation (PPWR). While the details on PPWR are still evolving, it is clear that packaging choices will increasingly affect both environmental performance and cost, particularly through future EPR schemes and eco‑modulated fees across different EU markets.

From these conversations we are having with customers, three considerations are becoming particularly important.

Matt Boyle

Sales Director, Food & Retail Europe

Matt Boyle is Sales Director, responsible for driving the growth of Metsä Board’s Food & Retail business in Europe.

1. Packaging choices are increasingly influencing sustainability measures and costs

Extended Producer Responsibility schemes are designed to make companies responsible for the packaging they place on the market. In practice, this often means fees are linked to recyclability and packaging weight. The more recyclable the packaging and the lower the material usage, the lower the cost.

While this sounds straightforward, the reality can be more complex. Small changes in materials, structures, or coatings can significantly affect how packaging is classified under different regulatory systems.

For packaging teams, decisions once driven mainly by product protection, branding, and logistics are now becoming even more important financial decisions as well.

2. Lightweighting and material choices will play a bigger role

One of the most immediate ways companies are responding to these changes is by closely examining the weight of their packaging. Many EPR systems calculate fees based on the amount of packaging placed on the market, and reducing packaging weight can directly reduce future costs.

However, lightweighting must be carefully balanced with the need to protect the product throughout the entire supply chain. By optimising the structural design and selecting the appropriate materials, companies can often reduce packaging weight while maintaining product integrity and functionality.

3. Expertise and data can drive better packaging decisions

Packaging decisions can no longer be based simply on perception or assumptions about sustainability. They need to be supported by facts, data, and clear analysis. Perhaps the biggest challenge many companies face today is uncertainty. With the evolving regulations, recyclability classifications are still being defined in some markets, and the financial implications of packaging decisions are not always obvious.

This is where expertise and data can become critical. With our Excellence Centre and 360 Services, Metsä Board is well placed to help customers analyse packaging solutions, evaluate different design options, conduct lifecycle assessments, and better understand how materials and structures may perform under emerging regulatory frameworks.

By combining material expertise with packaging design, lifecycle analysis, and regulatory insight, we are helping our customers make more informed decisions and avoid costly surprises later.

And as the regulatory landscape continues to evolve, this kind of insight will only become more valuable. The packaging industry will need to adapt, and in my experience, companies that start preparing early will navigate this transition most successfully.

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