Packaging falls short on recycling promises
The choice of paperboard is only part of the recycling equation, as inks, coatings, and laminates can ultimately determine whether fibre-based packaging stays in the paper loop. According to one UK packaging specialist, these factors play a significant role in the recyclability of packaging materials.
Nick Jones, managing director of UK packaging manufacturer Ultragraph, believes brands often focus heavily on responsibly sourced paperboard while overlooking later production decisions that also influence recyclability. He argues that sustainability should not be treated as a material sourcing exercise alone.
UV inks, coatings, and plastic film laminates are all examples of production choices that can complicate paper recycling, according to Jones. He observes that some UV inks can make de-inking more difficult, leaving pigment residues in recycled fibres.
Although newer formulations have improved performance, buyers should discuss recyclability with their print suppliers rather than assuming all products perform equally. Film lamination presents another challenge, as plastic layers bonded to paperboard may reduce fibre recovery or limit the quality of recycled material.
Rather than prescribing one universal solution, brand owners should evaluate every stage of packaging production. Buyers should ask suppliers about ink systems, coatings, and whether decorative finishes could be achieved without lamination.
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Jones asserts that sustainability should not be something you bolt on after selecting the material. The conversation needs to start much earlier if brands want packaging that performs well and remains compatible with recycling.
As recycled content targets become more demanding across Europe, designers and converters are under increasing pressure to balance product protection, shelf appeal, and functionality with high-quality fibre recovery. For recyclers, that means packaging design decisions made long before their collections have an impact on material quality and circularity.
The issue has gained renewed attention after food giant Mars disclosed that only two-thirds of its consumer-facing packaging was reusable, recyclable, or compostable in 2025. That falls well short of the company’s original 100% target.
While many fibre-based packs are technically recyclable, their real-world performance often depends on the complete package design and the recycling infrastructure available. This reflects a broader discussion across the packaging industry, where designers and converters are working to balance competing demands and create packaging that is both functional and sustainable.
