Welcome to the final Crazy About Packaging podcast of 2024! This year was packed with transformation and innovation, and as we wrap up, we’re exploring the most influential 2024 packaging trends that have shaped the sustainability landscape.
In this episode, the C.A.P. Pack is diving into this year’s biggest topics, regulations, and trends that have shaped the packaging industry. Plus, we’re sharing some exciting ICPG highlights. If you’re passionate about the future of packaging, you’re in the right place!
Sneak Peek for Season 2, Episode 4
You can listen to this conversation on Spotify, Apple Podcasts, or our website. Want a sneak peek? Read on to see what we covered.
New Segment: Sustainable Packaging Trend Report
In this episode, we’re launching a new segment we’re excited to bring into 2025—the Sustainable Packaging Trend Report. As we see trends emerge, we’ll analyze their potential impact and explore whether they’re here to stay or just a passing fad.
Our sneak peek into the top five 2024 packaging trends includes:
- Paperization of Everything: Moving from plastic to paper packaging is a big conversation, but it’s not always as sustainable as it sounds. Many fiber-based products end up coated with plastic and still don’t recycle easily. We touch on the balance between paper’s potential benefits and its current limitations.
- Ocean-Based Feedstocks: This year, we saw companies explore seaweed and other marine materials as packaging solutions, especially for single-use products. While these materials have promise, their path to scalability remains challenging.
- Machine Learning in Recycling: Technology is helping make recycling more efficient and accurate — and machine learning that can automatically sort materials could transform the recycling process.
- Recyclability Labeling: There’s been a push for both digital and analog labeling solutions to help consumers know how to recycle packaging properly. Digital options like QR codes offer localized information, which could address regional variations in recycling rules.
- Scaling Up Reuse Programs: Many cities are expanding reuse models — this approach could help shift reuse from niche applications to mainstream practices, especially in urban areas where consumers already shop more frequently.
These 2024 packaging trends set the stage, but the heart of the episode focuses on the significant developments and milestones that impacted sustainable packaging throughout the year. Ready to dive in?
2024 Packaging Trends in Review
PCR Materials and Availability
Post-consumer recycled (PCR) materials have been central to 2024’s packaging trends. With more regulations requiring recycled content in packaging, demand for PCR materials is skyrocketing.
"We hardly ever have a conversation that doesn't include the topic of PCR," shares Mike. "But for me, the most interesting observation is that there are now way more sources of PCR out there than ever before. And from some unusual venues! You're seeing that the chemical companies who make the virgin material are also providing access to PCR, and to me, that's the most amazing component that I've seen this year in terms of post-consumer recycled content."
Government Updates and Policy Changes
It wouldn’t be a comprehensive 2024 packaging trends recap without discussing the major policy shifts that are shaping the industry. We’ve seen significant changes across multiple fronts, from the U.S. to the E.U., and these regulations are making an impact.
- Extended Producer Responsibility (EPR): The EPR framework is gaining ground in the U.S., pushing companies to take responsibility for the lifecycle of their products. Throughout the course of 2024, we’ve seen more and more states adopt EPR policies that encourage companies to rethink their packaging design and materials.
- Packaging and Packaging Waste Reduction Act: In the EU, this act mandates that all packaging must be recyclable by 2030 and recyclable at scale by 2035. While ambitious, it sets the tone for global sustainability standards, creating shared responsibility for waste reduction across member states.
- Global Plastics Treaty: Spearheaded by the United Nations, this treaty aims to establish a circular economy for plastics by reducing production, promoting recycling, and addressing pollution throughout the plastic lifecycle. It’s a bold move towards global collaboration on plastic waste.
- Australia’s 2025 National Packaging Targets: Australia has some of the strictest targets, requiring that 70% of plastic packaging be recycled or composted by 2025. Companies operating there are already making significant investments to meet these goals.
- U.S. Plastics Pact 2.0: With its revised targets, the U.S. Plastics Pact aims to eliminate problematic materials and achieve a 30% recycled content average by 2030. This roadmap offers a more realistic, data-driven approach, focusing on achievable goals that push the industry forward while addressing practical constraints.
ICPG’s Highlights from 2024
2024 was significant for everyone, so we wanted to take a step back and call out our own highlights this year. Here’s a quick look at our top four:
- Incredible Podcast Guests: We had the honor of hosting leaders in sustainable packaging, including experts from APR, ReFed, and the Sustainable Packaging Coalition. Each brought fresh perspectives, and we’re grateful to all our guests and listeners for joining us in these important conversations. We’re excited to bring even more voices into 2025.
- Incorporating Lifecycle Analysis in XPP: This year, we began incorporating lifecycle analysis (LCA) data to show XPP’s impact on sustainability and recyclability in packaging applications, from food to medical products. Following the data helps us make informed decisions, and LCA has become essential in demonstrating XPP’s real-world sustainability benefits.
- Advancing Data-Driven Validation for XPP: We continued developing data-driven analysis and validation for XPP on form fill seal lines, ensuring it meets the highest standards in packaging performance. Our goal is to help more brands adopt XPP, a recyclable and efficient alternative to polystyrene, to advance industry sustainability goals.
- Winning the U.S. Plastics Pact Innovation Award: We’re incredibly proud that XPP was named the winner of the U.S. Plastics Pact Sustainable Packaging Innovation Award in the recyclability category. This recognition reinforces our commitment to driving sustainable solutions for the packaging industry and motivates us to push even further in 2025.
2024 Was a Great Year – Let’s Talk in 2025!
As we wrap up 2024, we’re filled with gratitude for the experiences, conversations, and innovations that have come our way. It’s been an incredible year, full of growth and change for ICPG and the packaging industry as a whole. We’re excited to continue sharing insights, exploring new trends, and working together with our community in 2025.
Thank you to everyone who’s joined us on Crazy About Packaging. Your support means everything, and we look forward to getting even crazier about packaging next year. Be sure to subscribe, follow us on social media, and stay tuned for more in 2025!
