Five Packaging Innovation Trends Worth Watching in 2024"

The organization presented this document last week at the SPC Impact conference in New Orleans, featuring insights into new designs, materials, and consumer engagement strategies driving sustainable packaging innovation. The report contains innovative information seen by the SPC from its member companies and the broader international packaging industry. It aims to highlight "the most promising and inspiring trends in sustainable packaging" to encourage other companies to adopt these innovations.

SPC Directors Olga Kachook and Paul Noe said, "Nothing is more important than broad systemic change — guiding our industry toward a future where all packaging respects humanity and the earth, from raw materials to the next product or packaging life." The report lists five major trends that SPC hopes will not only stay relevant but quickly become mainstream.

Everything's Going Paper

The report states that fibers are no longer limited to cardboard manufacturing but are gradually entering spaces traditionally seen as "plastic-only." Some examples include pouches, bubble wrap packaging, and candy wrappers. The report provides examples such as Canopy, a fiber packaging material launched last year by WestRock and Atlantic Packaging to replace plastic shrink wrap on club store multipacks.

Brands often find that consumers and legislators respond better to paper as it is easier to associate with recyclability and doesn't contribute to "oceanic debris." The report notes this as part of the reason why new producer extended responsibility policies tend to support fiber packaging.
The report highlights trees as a renewable resource and beneficial because they consume carbon from the atmosphere. However, forests need to be "responsibly managed" to truly offer benefits superior to fossil fuel materials. "As fiber alternatives meet their high barriers and performance goals, we can expect paper to continue to pave new paths."

Oceanic Materials Redefining Biobased Packaging

With seaweed becoming a viable ingredient for packaging (especially bioplastics), material procurement is shifting from land to sea. The report states that oceanic materials are globally abundant, grow rapidly, and can be harvested sustainably.

It focuses on companies like Notpla, a seaweed packaging company that won the Earthshot Prize in 2022. Additionally, packaging supplier EcoEnclose partnered with bio-material company Sway last fall to create a line of folding paper boxes with seaweed transparent film windows.
Moreover, other abundant oceanic materials are entering the packaging realm. Chitin, found naturally in the shells of crustaceans like shrimp, is gaining attention as a raw material in packaging. "Oceanic materials hold promise to replace fossil fuel plastics, serving as multifunctional solutions and redefining what it means to be plastic-free."

Mission Machine Learning: Getting Recyclables to Their Next Home

The report notes that packaging design is becoming increasingly complex, but machine learning and artificial intelligence can help recycling keep up. Machine learning combined with sorting robots is generating cleaner, higher-value recyclable material streams. "AI is renowned for disrupting industries, and packaging is no exception."

Identifying recyclable materials more easily and accurately in MRFs (Materials Recovery Facilities) with machine learning can improve recycling rates. This tool enables MRFs to recover more materials, including many previously destined for landfills.
Beyond sorting, machine learning offers opportunities for chain-of-custody certification to ensure certain packaging types get recycled. This is starting to play a role as more companies explore digital watermarks.

Analog + Digital = Recyclability Labels Best of Both Worlds

The organization states that recyclability guidance on packaging meets consumer demand for more information. However, analog labels are "constrained by printable space on packaging and represent recyclability at a static point in time." Digital tools enable more detailed, localized, and real-time information sharing.

For example, QR codes allow consumers instant access to recycling information specific to their location. Information presented digitally can also be updated more easily and quickly with changes in regulations or other conditions.
The report emphasizes SPC's collaboration with recycling partners, General Mills, and Danone to pilot recycling check-ins, a label feature allowing consumers to scan QR codes for product recyclability information in their local communities.

Pilots Ended, City-Scale Reuse Approaches Emerging

While there's interest in refillable and reusable packaging, achieving high consumer engagement and packaging return rates has proven challenging. But a new approach is emerging, with cities driving reuse programs by supporting infrastructure to achieve economies of scale and greater consumer participation. "Enabling reuse at a city scale expands the potential for companies to use reusable packaging and is cost-effective."

The report mentions the "Seattle Reuse" initiative, led by Seattle Public Utilities, aiming to create a network of food and beverage reuse solutions citywide. It promotes "cross-business type shared collection, transportation, washing, and digital infrastructure."

The document notes that packaging standardization and shared infrastructure are crucial through reuse programs to reduce raw material use and plastic pollution. "Moving from bespoke designs to shared structure design of 'collaborative packaging' allows many brands to leverage standardized return systems." Shared infrastructure can also improve efficiency in container sorting, cleaning, and filling.