In recent years, barrier packaging has become a critical area of innovation in the packaging industry. As consumer expectations around hygiene and sustainability grow, packaging manufacturers are developing new materials to meet these demands.
This report, compiled by leading data and analytics company GlobalData, explores the significant drivers behind the growth of advanced barrier packaging, focusing on consumer preferences, regulatory developments, and ongoing innovations.
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The push for sustainable packaging
According to GlobalData’s research, more than 80% of global consumers consider product hygiene essential or “nice to have” when purchasing products. This has prompted packaging companies to develop new types of barrier packaging that not only protect products but also improve sustainability credentials.
The environmental, social, and governance (ESG) framework has become a key focus for many companies involved in barrier packaging innovations. ESG criteria measure a company’s commitment to environmental protection, social responsibility, and good governance practices, with environmental concerns taking centre stage in packaging material patents.
“Innovations in packaging are increasingly aligning with ESG principles, helping companies improve their environmental impact while also enhancing product hygiene,” says the GlobalData report.
This shift is a direct response to the rising consumer demand for both sustainable and hygienic packaging solutions, a trend that continues to gain momentum across various regions, particularly in Europe, North America, and emerging markets such as China, India, and Brazil.
Consumer demand for sustainability
In regions such as Europe, the Middle East and Africa, Asia-Pacific, and Central and South America, product sustainability is a major influence on consumer purchasing choices.
GlobalData notes that while consumers in Europe and North America tend to be less loyal to brands with strong environmental commitments, regions with rapidly growing economies place greater importance on sustainability.
“As countries like Brazil, China, and India continue to grow, the demand for eco-friendly packaging solutions will only increase,” the report highlights.
One example of this shift in the industry is the introduction of paper-based tubs for butter alternatives by Upfield in January 2024. The packaging, which is free from plastic coatings or linings, offers recyclability without compromising on usability.
This innovation demonstrates how the packaging industry is finding ways to balance sustainability with functionality, ensuring that eco-friendly materials can meet both consumer expectations and industry standards.
Navigating the regulatory landscape
Regulatory changes play a significant role in shaping the future of barrier packaging. In particular, the EU’s Packaging and Packaging Waste Directive, first passed in 1994 and amended most recently in 2018, provides a roadmap for waste reduction and recycling.
EU member states are required to meet targets for packaging waste reduction and recycling, and advanced barrier packaging could be a key solution to these challenges.
“Barrier packaging helps countries meet recycling targets by using more recyclable materials while reducing the reliance on nonrecyclable components,” the report states.
This regulatory push offers packaging companies the opportunity to align their innovations with environmental targets, making their products more attractive to both regulators and eco-conscious consumers.
Innovative packaging solutions
Innovative packaging solutions are emerging as brands experiment with new materials and techniques.
One notable example is Eco-mate’s 2023 launch of a laundry liquid bottle with a plant-based moisture barrier coating. Made from seaweed and plant sap latex, this 100% plastic-free bottle is claimed to be the world’s first paper bottle for cleaning products.
The coating ensures the bottle’s seals are watertight and adds to the overall product’s eco-credentials.
These innovations are reshaping the barrier packaging market by incorporating plant-based materials that are not only sustainable but also functional.
As the industry continues to explore new technologies and materials, companies are finding ways to reduce their environmental impact while maintaining packaging performance.
The future of barrier packaging is undoubtedly intertwined with sustainability.
As consumer awareness and environmental regulations continue to grow, companies are increasingly turning to innovative solutions that promise to meet both consumer demands and eco-friendly standards.
