Can we sustain the sustainable trend towards ending single-use plastics?

COVID-19 has affected all global industries — most of which have suffered a severe decline since the outbreak of the pandemic. However, there are a limited number of sectors that have been able to capitalise from these unprecedented times – one of which is the packaging industry; an industry which has had its fair share of negative press in recent years.

With the global announcement of lockdowns, companies and consumers alike began to stockpile on essentials items such as medicines, masks, sanitisers, and foods, high demand items which all require packaging; most of which is plastic-based. So how will this affect the environment and the EU’s drive towards a sustainable, circular economy?

According to Euromonitor, plastic packaging accounted for 69pc of the total global retail packaging demand in 2019; much more than sustainable packaging types such as glass (8pc) or paper-based containers (7pc).

However, as consumers have become more aware of the environmental impact of plastics in recent years, there has been a significant shift towards more sustainable and eco-friendly packaging options.

The spotlight on plastic has led the European Union to introduce a new strategy which declared that all plastic packaging in the EU market must be recyclable by 2030.

For years it seemed that governments, corporations and consumers were making all the right decisions to transition towards a more circular economy — until the outbreak of Covid-19, which has put somewhat of a pause on sustainability commitments as priorities turned towards combating the virus.

Social distancing has greatly affected consumer sentiment towards sharing and reusing plastic items with fears about the virus clinging to reusable bags, cups and straws. This has led some governments outside of the EU to lift bans on single-use plastics and reintroduce the wide distribution of throw-away items like cutlery, cups and cotton buds.

Additionally, with the global closure of restaurants, fast food outlets and cafés, consumers have become much more dependent on supermarkets – where 37pc of packaging is single-use plastic.

Despite demand falling 1.5pc last year for consumer flexible packaging, market intelligence firm Wood Mackenzie has predicted a 5pc increase in Europe this year.

Flexible packaging is primarily single-use plastic and can take the form of bags, pouches, wraps and films. The European Commission has remained resolutely committed to its Plastics Strategy and continues to adhere to its 2021 deadlines for bans on single-use plastic items, such as plastic cutlery, straws and cotton buds, despite industry calls to ease restrictions during the pandemic.

This obliges corporations and packaging firms to innovate and produce more sustainable solutions to both meet EU requirements and to counteract the upsurge in plastic pollution since the outbreak.

Irish packaging firm Foxpak, based in Co Louth, began producing eco-friendly packaging in 2015 and has invested in educating companies and consumers of the environmental benefits of sustainable packaging.

“We are fully committed to transitioning to a sustainable packaging company of the future through improvements in packaging, and we see many opportunities in the Benelux markets for our ‘Generation Green’ solutions,” said Paul Young, MD of Foxpak.

Liz Waters, MD of global packaging firm Watershed Group said: “Covid-19 has presented the packaging industry with a new set of challenges; however, we have become even more alert and will adapt accordingly.”

Enterprise Ireland has supported Watershed Group to develop new sustainable options such as compostable and recyclable labels and pouches and labels from a recycled source.

Meanwhile, CupPrint, Europe’s largest supplier of eco-friendly paper cups based in Ennis Co. Clare, has developed cups that are recyclable and 100pc compostable.

Plastics Market Expert in the Benelux, Thijs Jaarsma of Jaarsma+Lebbink, highlighted that “the renewed appreciation for the hygienic advantages currently outweighs concerns about pollution and recyclability”.

“It is hoped that this will be just a temporary spike in single-use plastics, while sustainable packaging solutions will be critical to return the world’s focus to the circular economy post-pandemic,” she added.

To learn more about Ireland’s leading innovators, visit the Irish Advantage website. Niall Killalea is an Enterprise Ireland Market Advisor in Benelux and based in Brussels