Sustainable Packaging Without Borders: Global Perspectives at IPACK-IMA 2025

Turkey: a strategic innovation bridge

Aslihan Arikan, from the specialized media Ambalaj Dünyası – Packaging World, provided the perspective of Turkey, which is establishing itself as a key supplier of innovative packaging to Europe. Arikan highlighted the development of advanced biodegradable materials, particularly in flexible plastic films, and noted that several Turkish companies are investing in designing biodegradable films, which, although currently limited in applications, represent a promising pathway to replace conventional plastics.

Aslihan Arikan, from Ambalaj Dünyası.

Another innovation line Arikan highlighted was smart packaging, which incorporates digital identification codes such as QR codes or NFC technologies to facilitate traceability and recycling. These solutions align with the new European Union regulation on the Digital Product Passport, which will require identifying the content and sustainability characteristics directly on packaging starting in 2030. Turkey is already working on similar local regulations to comply with these requirements, noted the journalist from Ambalaj Dünyası and Pack Converting, who also emphasized that Turkey is a key player in the production of mono-material flexible films, which enable better recyclability by avoiding composite structures.

Latin America: a change with its own signature

Lilián Robayo’s intervention provided insight into the impact of sustainability in emerging markets. Robayo presented data from a recent PMMI and Euromonitor study showing a marked transition from plastic to cardboard, paper, and metal — materials considered easier to recycle, especially in food and beverage packaging. Metal packaging, particularly beverage cans, is gaining ground in countries like Mexico, Brazil, and Colombia, not only for its recyclability but also for its advantages in portion control and convenience, Robayo noted.

Lilián Robayo, Editor-in-Chief of Mundo EXPO PACK at PMMI Media Group, explained the strong trend in Latin America of a shift from the use of plastic in packaging to the use of cardboard, paper, and metal, as these are considered more easily recyclable materials.

The PMMI Media Director for Latin America also highlighted how, in the confectionery sector, there is a shift from plastic wrappers to paper wrappers, driven by the search for more environmentally friendly alternatives.

Smart packaging, Robayo pointed out, is gaining popularity in the region: more brands are using QR codes and near-field communication (NFC) technologies to promote transparency, traceability, and consumer engagement, enhancing the user experience while contributing to sustainability goals.

Regulations as a driver and challenge for packaging innovation

The panel addressed one of the main drivers of packaging innovation today, which is also, paradoxically, one of its greatest challenges: regulation. Tim Sykes, sustainability expert and editor of Packaging Europe, highlighted that regulations such as the Packaging and Packaging Waste Regulation (PPWR) are exerting unprecedented pressure on brands. This pressure is accelerating the development of more acceptable recyclable solutions and has catalyzed a significant shift from plastic to paper as the predominant material in new packaging proposals. As evidence of this trend, Sykes noted that in the last two years, about 70% of sustainability award entries in the “recyclable packaging” category are now paper-based solutions, whereas flexible plastic packaging previously dominated.

However, this shift is not without difficulties, Sykes pointed out. Even mono-material plastic packaging, which in theory is easier to recycle, faces significant obstacles in meeting recyclability targets. Problems with waste collection, sorting, and limited availability of post-consumer recycled plastic (PCR) limit its effectiveness. At the same time, the rise of paper as a “more recyclable” solution has stimulated the search for new fiber sources to avoid additional pressure on forest resources. Agricultural waste, fungi, seaweed, and even onion skins are being explored as alternative raw materials.

Nevertheless, Sykes warned that not all decisions made under regulatory pressure or in response to consumer perception are the most sustainable in the long term. The Packaging Europe editor stressed the importance of considering the total environmental impact—including the carbon footprint—to avoid solutions that, although well-intentioned, may be counterproductive.

From the perspective of design and labeling, Dominique Huret offered a complementary view on how regulations are also transforming product brand management. She observed that the line between labels and flexible packaging is blurring, with the emergence of hybrid solutions combining both elements. Additionally, she highlighted the rise of soluble labels, especially on returnable bottles—a trend highly visible in regions like Benelux. In the premium segment, no-label-look solutions and full sleeves are gaining ground as they allow highlighting the aesthetics of reused or recycled packaging without compromising space for regulatory information, explained Huret.

Bo Wallteg, industry analyst from the Nordic region, offered a critical view on the accelerated shift toward paper-based or “paperization” solutions. According to the co-founder of the Packbridge packaging cluster, many current decisions are guided more by sustainability perceptions than by objective data, warning about the risks of making decisions without rigorous life cycle analysis (LCA), which could lead to less sustainable solutions than they appear.

Wallteg also called for caution when setting public targets. He recalled that many brands failed to meet their 2025 commitments, generating skepticism about the feasibility of future promises. Wallteg advocated for a more realistic approach based on solid technological advances and coordination among industry players rather than marketing strategies.

Aslıhan Arıkan highlighted how European regulations are setting the sector’s direction even beyond the EU bloc. Although she acknowledged that adaptation has been slower due to structural factors, she emphasized that Turkey is in the process of aligning with the European Green Deal and circular economy legislative packages. This involves incorporating requirements on recycled content, material reuse, and food safety. One of the most significant advances is the introduction, starting next year, of a mandatory deposit system for single-use beverage containers such as aluminum, glass, and PET bottles.

Future opportunities for the packaging industry

The panel also discussed strategic opportunities ahead for the packaging sector. Tim Sykes called for collaboration among actors throughout the value chain, without waiting for regulation to dictate every step. He highlighted initiatives like the CEFLEX consortium, which seeks to establish a roadmap for flexible plastics, and the HolyGrail project, which uses invisible digital watermarks to improve recycling. In both cases, competing companies are actively collaborating to develop sustainable solutions.

Lilián Robayo emphasized the key role of digitalization and artificial intelligence in making packaging more accessible and sustainable. She pointed out that in the context of an aging population and increasing functional diversity, these technologies are instrumental in enabling new forms of product connectivity and functionality, benefiting especially older adults or people with visual, motor, and cognitive disabilities.

From Aslıhan Arıkan’s perspective, the future is tied to building a robust circular economy system. Arıkan stressed that the packaging industry already has experience in recycling and waste management, giving it an advantage over other industries. According to her, there are no limits to the potential circularity this sector can achieve.

Bo Wallteg added a critical view on the role of recycling, warning that although essential, it is not a total solution. He noted that currently only 9% of plastics are recycled worldwide, so the key lies in using each material in the proper context, recognizing that both plastic and paper have valuable functions. According to Wallteg, the current discussion about “paperization” has been helpful as a wake-up call to offer better solutions.

Finally, Dominique Huret proposed that packaging design must start with reuse as a fundamental principle. For Huret, choosing the right material from product conception and considering end-of-life are crucial steps toward true sustainability.

At a decisive moment for the global packaging industry, the IPACK-IMA 2025 panel made it clear that sustainability is not just a goal but the engine driving innovation. With tangible examples, complementary regional approaches, and a call for collaboration, this international dialogue demonstrated that the future of packaging will be circular, connected, and deeply aligned with the expectations of an increasingly conscious consumer.