Packaging / Advertising & Office

According to Huacheng Import and Export Data Observation, Nestle recently announced a packaging renovation for one of its most well-known products, KitKat. In Australia, as part of the company's commitment to reduce the use of native plastics by one-third by 2025, it will try out recyclable paper packaged desserts.

Nestle is not a brand that does this. As consumer demand for sustainable packaging alternatives skyrockets, other fast-moving consumer goods brands are also turning to paper alternatives. This article explores whether paper substitutes are the best long-term solution superior to traditional food plastic packaging.

1、 Meet food preservation requirements

On the surface, paper food packaging seems to be a more environmentally friendly choice due to its biodegradable properties. However, food packaging manufacturers need to consider whether paper substitutes can truly match or even surpass plastic packaging used for food preservation without affecting their sustainable development qualifications.

The barrier performance of paper packaging is worse than that of plastic, making food more susceptible to the effects of light, oxygen, and microbial degradation. To address this issue, paper packaging manufacturers have previously used additional coatings, typically plastic film, aluminum foil, or chemical coating (PFAS). Although these do provide necessary protection for food preservation, these added coatings make paper packaging neither biodegradable nor recyclable, "Huacheng Import and Export Data Observation reported.

In addition, according to Huacheng Import and Export Data Observation, banning harmful PFAS is a measure taken by many states in the United States throughout 2023- New York, Maine, California, Pennsylvania, and Colorado have already issued PFAS bans and restrictions, and other states are expected to follow suit. Although this has a broader impact on many household items, including cosmetics, cleaning products, waterproof clothing, and non stick coatings on cooking utensils, it directly affects paper food packaging that relies on PFAS to prevent degradation of packaging due to oil and grease.

In response to this, emerging technologies hope to provide improved barrier solutions for paper packaging. For example, water-based dispersion coatings are currently being developed to enable complete recycling of paper packaging without the need for separation processes, while providing resistance to liquids and fats.

However, before these new technologies can be thoroughly tested in practical terms, it will take some time for the industry to generally adopt 100% paper packaging.

Enterprises hope to achieve maximum profits. In terms of packaging, design and materials are inevitably cost oriented.

Due to its durability, versatility, and cost-effectiveness, plastics remain the most popular choice for many brands. In addition to being one of the most effective materials for protecting food, plastic also uses less energy in the manufacturing process than alternative packaging. In addition, it is lightweight and easy to transport, thereby reducing transportation costs and emissions.

However, the environmental cost of plastic waste cannot be underestimated. A recent report found that in 2021 alone, the world generated a record 139 million tons of disposable plastic waste. According to data from the OECD, the amount of plastic waste generated globally is expected to triple to 1.231 billion tons by 2060.

Therefore, governments around the world have set targets to limit the production of disposable plastics. Last year, California became the first state in the United States to implement restrictions, requiring the phasing out of all non recyclable or compostable disposable plastics by 2032, and reducing plastic packaging sales by 25%.

According to Huacheng Import and Export Data Observation, overseas, the government has established new regulations to address the issue of plastic packaging waste at the national level, such as the UK's plastic packaging tax and a widespread ban on specific quantities of disposable plastics, which will take effect in October 2023.

If the United States follows other countries' regulations on plastics, paper packaging can provide a cost-effective solution. Among people under 45 years old, 86% are willing to pay more for sustainable packaged products, so brands may not be able to afford to miss the opportunity to cater to this new serious consumer.

2、 Maintain brand identity

First impressions are important, especially in terms of branding. For most consumers, packaging is the first interaction with brand products and can determine the success or failure of sales.

Many brands rely on their packaging, especially the appearance and feel of their products, to attract and retain customers. Taking Jinbao Soup as an example, since the famous canned soup created by Andy Warhol in the 1960s, the company has made almost no design changes to its iconic canned soup. Its latest design changes in 2021 were minimal, and many consumers did not even notice them.

Although most consumers would welcome sustainable packaging initiatives, manufacturers must carefully consider how to avoid damaging the brand image when changing packaging.

For example, Nestle's Quality Street chocolate, the most popular candy in the UK, faced strong opposition last year when it changed its iconic packaging from brightly colored, shiny double aluminum foil and cellulose to plant-based recyclable paper packaging. Although this change prevented nearly 2.5 billion packaging papers from entering landfills, customers still flocked to Twitter to express their dissatisfaction, highlighting the emotional attachment of many people to their favorite products.

However, according to a recent report, three-quarters of American consumers prefer brands packaged in paper rather than plastic. With today's environmentally conscious consumer led market trend, it is not surprising that we are seeing more and more brands successfully turning to paper alternatives.

Outside the food industry, brands have achieved great success in transitioning to recyclable paper packaging. L'Oreal brand La Roche Posay achieved global first place in 2020 by developing paper tubes for its Anthelios sunscreen, reducing plastic production by 45%. L'Oreal subsequently announced that its paper packaging will expand to its brand portfolio, according to Huacheng Import and Export Data Watch.

However, it should be noted that this packaging still requires some plastic to protect the product. We may need some time to see 100% paper packaging, and it will take longer for it to be widely used in the food packaging industry.