• You will be speaking at the Sustainability in Packaging conference in Barcelona. Can you give us a brief preview of what you will be focusing on?
The Packaging and Packaging Waste Regulation (PPWR) will be my main topic. I’ll share insights into how Henkel is preparing for it as a non-food brand owner, and which changes and portfolio transformations are underway. Over the last 18 months, we have heard a lot of concerns and challenges related to the PPWR from several industry players and associations. But there are many things that can be done already today in order to meet the requirements of the PPWR requirements, or even go beyond them.
• What are the challenges and opportunities related to PPWR for a non-food brand owner?
The PPWR provides a huge opportunity with harmonized rules on packaging in Europe. Current packaging regulations in the EU are a patchwork with country specific requirements, which lead to a high level of complexity and bureaucracy for Henkel as a multinational brand owner. The harmonized rules of PPWR will hopefully bring this to an end. Furthermore, PPWR will accelerate the infrastructure for recycling in Europe. Thus, our packaging, which is already designed for recycling today, will then also be recycled in practice to a far greater extent.
The biggest challenge, but at the same time opportunity for us as a brand owner, is that many details will only be specified at a later stage with the so called secondary legislation. This leads to uncertainty and questions around the detailed requirements for packaging. At Henkel, we already have a clear strategy and action plan for sustainable packaging and we continue implementing it, anticipating the final rules of the PPWR, i.e. by integrating recycled plastics, making brand aesthetics changes to become recyclable, etc. We also see it as a competitive advantage.
• What are the key trends and developments that will redefine the sustainable packaging industry the next 5 years?
It will all be driven by regulations, like PPWR, Green Claims Directive and CSRD.
The key requirements are: Recyclable packaging, recycled content, packaging minimization, reuse and refill options.
The journey towards a circular economy is continuing to the next level, which will be more ambitious and strict at the same time. As the regulations also require a more documentation, it is crucial to have a proper sustainability data management & governance. This will be essential for all market players. Digitalization will be the key enabler.
Communication to consumers and external sustainability reporting will follow much stricter requirements. These regulations will bring more transparency for all stakeholders on how companies and brands are progressing with packaging sustainability, which is a good development for the industry and society.
• Which exciting projects is Henkel currently working on?
In our R&D packaging laboratory at our headquarters, for example, we have recently upgraded our capabilities and have invested into a NIR packaging scanner by Tomra. Already during the development phase, all packaging engineers can now test the sorting feasibility of each packaging as a prerequisite for subsequent recycling.
Furthermore, we significantly upgraded our IT and Packaging Master Data Systems to monitor the progress of our sustainable packaging portfolio even better.
• What are you most looking forward to hearing about at this year’s event?
I am really looking forward to learn and hear more insights on how the industry is preparing for PPWR, and which innovations can contribute and also go beyond the PPWR requirements. That is really the overarching topic for all of us packaging professionals.
