At IPACK-IMA, held in Milan from 27-30 May, the International Packaging Press Organisation (IPPO) hosted a panel session exploring the global trends and technological innovations shaping sustainable packaging. Moderated by IPPO president and PKN publisher Lindy Hughson, the session brought together leading packaging editors and journalists representing key international markets: Tim Sykes of Packaging Europe (UK), Dominique Huret of Cape Decision (Belgium), Bo Wallteg of Pack News (Sweden), Aslihan Arikan of Ambalaj Dergisi (Turkey), and Lilian Robayo of PMMI Media Group (Colombia).
Tim Sykes opened the discussion with a European perspective, spotlighting recent Sustainability Awards winners such as Upfield's Flora paper-based moulded fibre tub and also a digital platform enabling a reuse system. He noted the growing dominance of paper in recyclable packaging submissions and cautioned that while paperisation aligns with consumer perception, industry must consider the broader environmental impact, including carbon footprint and raw material sourcing. Sykes also highlighted the acceleration of innovation in response to the EU’s Packaging and Packaging Waste Regulation (PPWR), citing Kraft Heinz’s shift away from single-use packaging to refill dispensers for tomato sauce as a regulation-driven development.
Emotional drivers
Dominique Huret reflected on consumer expectations in France and Belgium, observing a strong preference for packaging that evokes emotion while supporting environmental goals. She noted increasing participation in reuse schemes such as bottle return systems and refill stations, particularly in the food sector. Huret also flagged the convergence of flexible packaging and labelling, growth in dissolvable and no-label formats, and the emerging role of digital product passports as ways to meet evolving regulatory and consumer information demands.
Call for balance
From the Nordic region, Bo Wallteg reported rising interest in bio-based materials derived from forest by-products, including lignin-based plastics and dry-formed fibre closures. He highlighted the progress of Paboco’s paper bottle and Blue Ocean Closures’ fibre-based caps as emblematic of the region’s materials innovation. While cross-border collaboration is growing, Wallteg cautioned against overreliance on recycling alone and called for a balanced, evidence-based approach to material choices, underscoring the need for more Life Cycle Assessments before committing to paper over plastics.
Innovation in Turkey
Aslihan Arikan shared insights on Turkey’s packaging evolution, noting the rise of biodegradable films, mono-material flexible packaging, and smart packaging technologies embedded with identification codes. She flagged the EU’s forthcoming requirements for digital product passports as a key driver of innovation, both in Turkey and beyond. Arikan emphasised Turkey’s role as a major exporter of flexible films, and the increasing need for compliance with EU and national circular economy regulations.
Mono-materials and smart tech
Lilian Robayo presented the Latin American outlook, where sustainability goals are driving a transition from plastics to recyclable formats such as metal cans, cardboard and mono-material flexible packaging. In countries like Colombia and Mexico, beverage and confectionery sectors are embracing recyclable formats, while intelligent packaging using QR codes and NFC technology is growing. Robayo also noted the importance of accessibility, encouraging the industry to harness digital tools and AI to serve ageing populations and those with disabilities.
Examples in action
The panel also showcased practical examples of packaging innovation. Sykes demonstrated Procter & Gamble’s paper-based laundry pod container with child-safe and senior-friendly features, while Wallteg presented the Paboco paper bottle and a Swedish start-up’s flat-pack box with an internal bag, designed for recyclability.
Huret showed a pre-commercial reusable toothpaste dispenser system that integrates with existing canning lines, while Arikan shared a mono-material detergent pouch, and also a Kit-Kat wrapper developed collaboratively by Turkish and Australian companies, containing up to 90% PCR.
Robayo highlighted a Colombian coffee pouch using high-barrier mono-material film, developed with Dow and a local converter.
What's next?
In closing, the panellists offered forward-looking perspectives. Sykes urged the industry not to wait for regulation but to proactively collaborate across value chains, citing initiatives like HolyGrail 2.0 and CEFLEX.
Robayo called for inclusive design through digitalisation, making packaging more accessible, and Arikan stressed the opportunity for the packaging sector to lead circular economy development, given its head start in recycling infrastructure.
Wallteg warned that recycling is only part of the solution, advocating for better material selection and honest consumer communication. Huret summed up the session with a reminder to "choose the right material first" and design with end-of-life in mind from the outset.
In closing, moderator Lindy Hughson noted that the IPPO panel discussion had underscored that while regional approaches vary, the shared goal remains: creating packaging that balances functionality, emotional connection, regulatory compliance, and environmental responsibility.
