55 BUSINESS cushioning. Regulatory pressures are reshaping the industry. A 2027 update to the EU’s Packaging and Packaging Waste Regulation (PPWR) will ban certain singleuse plastics for multi-packs and set a 50 percent maximum empty-space limit for grouped and e-commerce packaging. While overall demand continues to grow, PPWR is expected to moderate growth in shrink wrap and traditional multipack plastics, accelerating adoption of cartonboard and paper fill. Empty air inside boxes is now a direct regulatory and financial risk, particularly for UK exporters and retailers selling into the EU. Returnable packaging is emerging as an opportunity but comes with challenges. Cost, low return rates, durability, functionality, and logistics for cleaning and multiple deliveries remain significant barriers. Businesses exploring reusable packaging solutions must balance consumer convenience, product protection, and environmental impact to succeed. “The global packaging industry is placing increasing emphasis on improving the environmental sustainability of its products as consumer expectations and regulatory requirements continue to intensify,” says Josh Brooks, Divisional Director – Packaging at Easyfairs. “Companies are working to reduce material use, adopt recyclable or renewable resources, and lessen overall environmental impact. However, these efforts must be balanced with the essential need for packaging to protect products throughout the supply chain.” Brooks continues: “In Europe, EU member states are preparing to implement the PPWR over the next five years, aiming to meet the 2030 target for fully recyclable packaging. This regulatory push underscores the growing urgency for innovation that aligns environmental responsibility with reliable packaging performance.” Corrugated remains the dominant material but faces pressure from rightsizing initiatives and returnable packaging alternatives. Automated systems capable of dynamically adjusting pack dimensions are increasingly sophisticated, helping businesses minimise material use while maintaining product protection and brand integrity.
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