Across Europe and beyond, the packaging industry is being called upon to rethink how materials are sourced, used and disposed of.
In Spain, one of the country’s leading packaging suppliers, Embalajes RAJA, has outlined the main trends driving this transformation, reflecting broader movements within the international sector.
Key among these is the shift away from plastics, the growing demand for recyclable materials, and the rise of lightweight, circular packaging systems—all aimed at lowering the industry’s environmental impact while maintaining performance in the supply chain.
Paper over plastic in new designs
One of the clearest trends taking hold in 2025 is the reduction of single-use plastics in favour of more sustainable alternatives.
While plastic remains difficult to replace entirely due to its durability and versatility, the industry is seeing a growing uptake of paper- and cardboard-based packaging that can offer similar protection with a smaller environmental footprint.
Companies like Embalajes RAJA® report increased investment in R&D to produce these alternatives without compromising functionality.
The challenge remains finding scalable solutions that can support the rigours of international shipping and logistics, while aligning with regulatory standards and customer expectations.
Circular and efficient solutions on the rise
The principles of the circular economy are gaining traction, particularly in relation to packaging reuse, recyclability, and material certification. Recycled and recyclable products, as well as items made from renewable raw materials, are becoming standard requirements.
Many packaging firms now collaborate closely with suppliers to ensure that their offerings meet third-party sustainability certifications such as FSC or Chain of Custody.
At the same time, packaging efficiency is under scrutiny. Lighter products that reduce carbon emissions during transport are in higher demand. According to industry estimates, this weight reduction can lead to fuel savings of up to 20%, providing both economic and environmental benefits.
The concept of “returnable” or two-way packaging—designed with features such as dual adhesive strips to facilitate reuse during returns—has also seen strong uptake, especially in the e-commerce sector.
This model not only supports circularity but caters to increasing consumer expectations around sustainability.
Customisation meets eco-responsibility
While sustainability is a central concern, packaging is still required to serve marketing and operational functions. Customisation remains a competitive tool for businesses looking to reinforce brand identity and enhance customer experience.
In 2025, there is a noticeable shift towards personalised packaging that balances aesthetics with environmental responsibility—enabling companies to communicate promotional messages or product details without relying on excess materials.
Sustainable branding has become a strategic advantage, particularly in sectors where consumers are willing to pay a premium for environmentally responsible choices.
Industry recognition for sustainable packaging efforts
Throughout 2024, RAJA® Spain received several awards for its innovations in sustainable packaging. Among these were three LiderPack Awards: one for a 100% recycled bubble paper in logistics and distribution, and two for e-commerce packaging made entirely of paper materials.
The company was also recognised by the 10+10 Business Examples for Climate initiative, highlighting its Women and Environment programme, which has helped fund over 800 women-led environmental projects in 72 countries.
Furthermore, the Green Beauty Awards awarded silver to the company’s fully paper-based envelope in the sustainable packaging category, underlining continued momentum in environmentally conscious product development.
As 2025 progresses, the packaging industry appears increasingly aligned around shared sustainability goals.
With consumer expectations rising and climate urgency growing, the sector is poised to become a key player in shaping a more responsible global supply chain.
