Flexible packaging has become one of the most widely used forms of packaging in the United States, touching everything from grocery store shelves to hospital operating rooms. Yet as the industry grows, so do the sustainability and regulatory challenges shaping its future.
Last week, at PACK EXPO East, Dan Felton, president and CEO of the Flexible Packaging Association (FPA), shared an overview of the industry’s scope, economic contribution, and the public policy initiatives now defining its next chapter.
According to Felton, the Flexible Packaging Association is an advocacy organization that serves as the primary trade organization representing the flexible packaging industry in the United States. In addition to advocacy, each year, the association publishes a “State of the Industry” report, a comprehensive look at trends, usage, and market performance. Felton shared some key findings:
Flexible packaging currently represents about 20% of all packaging volume in the United States. While corrugated packaging still leads the market, he believes flexible packaging is rapidly closing the gap and could surpass corrugated within the next five years.
While food remains the dominant end-use category, accounting for roughly 45% of flexible packaging demand, medical and pharmaceutical applications are in the second spot at 17%.
Extended Producer Responsibility Takes Center Stage
FPA’s mission centers on advocacy, market research, and providing industry networking opportunities. According to Felton, engaging in policy discussions is especially vital as sustainability regulations accelerate nationwide.
One of the most significant regulatory shifts is the rapid adoption of Extended Producer Responsibility (EPR) laws for packaging. While EPR has existed globally for decades, it is relatively new in the United States.
One of the most significant regulatory shifts is the rapid adoption of Extended Producer Responsibility (EPR) laws for packaging. PMMI Media Group
As sustainability becomes central to corporate and legislative decision-making, Felton stressed the importance of communicating the environmental benefits flexible packaging already provides, which include:
- Reduced greenhouse gas emissions compared to heavier packaging alternatives
- Lower transportation impacts due to lightweight materials
- Reduced food waste through improved shelf life and protection
However, he acknowledged the flexible packaging industry faces unique challenges.
"For us, I think it's a maturity issue. Many of the products or packaging that's included in these emerging EPR laws like glass, cans, bottles, boxes, most of them have mature markets and infrastructure in place, whereas we're relatively new," said Felton. "So, when you look at EPR from that perspective, I think the biggest challenge we have is making sure that policymakers and consumers understand what flexible packaging is and that they understand there are paths forward, which may look different than what we've seen for some of those other packaging materials and formats."
One such challenge is that flexible packaging is often more difficult to recycle at end-of-life than materials like glass, aluminum, or corrugated paper. In his mind, this creates urgency for innovation and policy engagement.
“Our goal is to make sure flexible packaging is treated fairly,” Felton said, pointing to the need for pilots, proof points, and data-driven solutions.
Recycling remains central to flexible packaging’s future. While traditional mechanical recycling has long been the primary approach, emerging technologies like advanced recycling are gaining traction. Advanced recycling, also called chemical, molecular, or non-mechanical recycling, is viewed by FPA as essential for capturing more flexible materials, particularly for food-contact packaging where recycled content requirements are increasing.
More than 25 states have already moved to classify advanced recycling as a manufacturing process rather than solid waste management, helping enable further investment and development. And it’s a solution that FPA is paying special attention to.
“For us, it's very important to have that path forward, both for making recyclable claims and talking about recycle content,” said Felton.
