Soft Drink Packaging Market Observation | Paper-to-plastic solutions continue to emerge!

Soft drink packers are continuously working to reduce emissions and waste associated with their products. Despite a steady shift in consumer perceptions of plastic, it remains the most popular soft drink material globally. A few days ago, experts from PulPac, Mondi and Innova Market Insights discussed the latest trends in soft drink packaging innovation and how the legislative environment can further drive innovation in fiber-based solutions.

PET bottles remain the most common soft drink packaging formula globally, but bio-based materials are growing the fastest, according to the latest data from Innova Market Insights. Market researchers recently listed "renewable energy" as a key trend for 2023, noting consumer attitudes towards fossil fuel products, climate change concerns, and geopolitical uncertainty surrounding oil and gas supplies, exacerbated by the war in Ukraine, all of which are driving renewable packaging made from paper and bioplastics.

Sanna Fager, chief commercial officer at PulPac, points out that renewable fibre alternatives in the soft drinks industry face several key challenges. "As margins for these products are low, costs need to be competitive - even if the product is sustainable, the consumer experience is very important, and we've seen some less successful examples where user experience is sacrificed to support sustainability."

01

Pulp molding

PulPac's pulp molding is a manufacturing technology designed to help circulate the food and beverage packaging economy by using renewable pulp and cellulose resources to produce low-cost, high-performance, fiber-based packaging and single-use products.

"We have a range of standardised and proven products that can help packaging producers quickly transition to pulp molding, meet the market and the planet's need to produce packaging responsibly, while also gaining leverage from leading the industry," Fager said. "One of these products is a fibre-based lid for soft drinks that is both competitive and sustainable. I hope it will soon enter the market through some of our licensees."

"With dry molding, we are unlocking the potential of fibres as well as the uses they can be used for. Over the next few years, I expect to see a boom in fibre-based alternatives replacing plastics. As fibres flourish, I am also looking forward to technological breakthroughs related to sustainability barriers, further adoption of pulp molding technology for soft drink packaging." Fager continued, "Brands and packaging producers need to take the lead and accelerate the transition to sustainable and circular solutions. PulPac and our network of leaders across the value chain are here to support anyone who wants to explore the limitless possibilities of adopting pulp molding."

02

Face the challenge

A major challenge in introducing fibre-based products into the soft drinks market is the general need for clearer recycling regulations, says Mr. Fager. It is difficult to explain how legislative proposals can be a barrier to innovation rather than a driver. "However, by collaborating and uniting forces around sustainability, we can create thriving businesses that lead the circular transformation."

Recent political campaigns against green cleaning at the national and international levels have put pressure on packaging companies to prevent misleading marketing. Innova Market Insights lists it as "green but clean" in its key trends for 2023, noting that consumer demand drives the legal framework and could create a "wave of lawsuits" for packaging companies.

"The growing need for sustainability and environmental responsibility is palpable," says Fager. "I hope that brands that engage in greenwashing or do not make a clear shift to sustainable and circular solutions will be held accountable. Transparency and honesty will pay off. Consumers are becoming more knowledgeable and legislation is following suit. It is entirely up to brands and industries to turn ambition into action."

03

Mundi's solution

Mondi is expanding its reach in soft drink packaging with the release of multi-pack packaging. Tarik Aniba, director of sales and marketing at Mondi Corrugated Solutions, said this is an important area of industry development. "The development of secondary transport packaging is exactly what the global beverage industry needs to look to the future. A sustainable, functional and fully automated alternative to plastic shrink packaging means brand owners can safely switch to recyclable paper packaging solutions without any risk to their products or logistics."

Mondi's Hug & Hold contains two elements that ensure the safe transport and stacking of bottled beverages. The first element is a patent-pending sleeve made of 100% kraft paper that wraps the bottles to securely hold them in place. Made from Advantage SpringPack Plus, the company claims, it has high tensile strength and can withstand enough weight to strap and stabilize the bottles during shipping. The second element is a corrugated clip that holds the bottles around the neck. The optional integrated handle means a bundle of bottles can be carried and transported more easily.

Mondi said that through Hug & Hold, it is the first company to manufacture and sell a complete concept, offering a robust and stable solution made from renewable and fully recyclable materials suitable for existing waste paper streams across Europe.

Silvia Hanzelova, Mondi Specialty Kraft Chief Sales Officer, said: "With Mondi's team of kraft and corrugated experts, we were able to develop a completely paper-based solution with minimal material usage. After extensive testing with Krones and a global beverage brand, Hug & Hold's operational capabilities and viability were confirmed."