[02. Balanced
It is packaging when it is proposed with the right measure: just enough and how much is needed.
Packaging is balanced when it is conceived and designed with the right relationship with the content and is the result of what is necessary for its correct diffusion.
Reuse of packaging: balancing environmental prevention, product protection and benefits for the consumer
In April 2024, the European Parliament approved by a large majority, after a long and complex process that began in November 2022, the Packaging and Packaging Waste Regulation (PPWR), which aims to combat the constant growth of waste, to harmonize the rules of the EU internal market and to promote the circular economy.
Since its initial proposal, the regulation has generated a strong debate within the sector, because on the one hand it has gathered consensus around widely shared principles – standardization of European rules, acceleration in the push towards the recyclability of packaging and the implementation of prevention strategies to limit waste production – on the other hand it has generated great doubts in proposing reuse as a primary solution, with bans not always supported by clear evidence of better environmental impact, and without considering the great variability of conditions and contexts of production, consumption and post-consumption management that characterize the various European nations.
If we look closely at the Italian reality, according to the report edited by the Circular Economy Network in collaboration with Enea, which photographs the “state of the art” of the circular economy in Italy, the Belpaese confirms itself among the recycling champions in Europe (share of overall recycling of 72%, compared to a European average of 58%) and among the most virtuous nations with respect to the circularity indicators set by the European Commission itself: production and consumption, waste management, secondary raw materials, competitiveness and innovation, sustainability ecological and resilience. Yet, the PPWR, in its initial formulation, would have penalized Italy itself, despite its excellent environmental performance, by wanting to impose reuse as the main response to the problem of packaging waste.
In principle, obviously, the reuse of packaging is absolutely to be encouraged, but with due caution and precautions regarding the peculiar characteristics of the different consumer goods and the contexts in which they are inserted.
Each product is, in fact, a universe unto itself and is characterized by specific quality and safety requirements, which the packaging is required to respect “no ifs or buts”.
Think, for example, of highly perishable fresh food products, the packaging of which must prevent biological risks, i.e. prevent the proliferation of microorganisms such as bacteria, viruses, yeasts, molds and parasites, which can be pathogens or produce toxins, thus causing diseases to human beings. Not to mention the waste that would be generated in the event of poor food preservation, with the consequent increase in environmental impact due to the double loss of resources, those used for the container and those used for the contents.
In a sales system where a person can bring their own containers to have them filled with product, if these containers were not perfectly washed and consequently caused contamination of the contents, with consequent risk of infections and loss of product, who would be the responsibility?
It is no coincidence that the sale of loose products with reusable containers works very well for all those dry food products which are then consumed cooked or which are less likely to generate infections such as flour, pasta, rice, legumes, cereals, spices, etc. or dry food for pets (see in this regard the Chilean case of Algramo). Another sector in which bulk has found application are products for household cleaning (detergents, softeners, etc.) and for personal care (shampoo, shower gel, etc.), excluding, however, all those that require specific hygienic conditions (deodorants, perfumes, creams and other cosmetic products), for which, with a view to greater sustainability, we are instead opting for refill systems based on pouches or other refill packs from which the product is transferred to the main packaging, or on elements to be replaced inside the packaging, in the form of pods or ‘cartridges’.
A virtuous system that promotes conscious reuse of packaging is Loop, initiative by the American Terracycle launched in 2019 at the World Economic Forum in Davos (Switzerland), still active and constantly developing.
Loop was created with the aim of activating a collaborative ecosystem of brands, distributors, producers, logistics operators and NGOs, to encourage the spread of reusable packaging solutions, applying the “returnable” concept already adopted in the beverage sector, with the goal of reducing waste associated with single-use containers.
Over time, Loop has developed experiments with some of the largest fast-moving consumer goods (FMCG) groups, as well as with major distributors such as Tesco in the United Kigdom (testing currently no longer underway), Carrefour in France , Aeon in Japan and Walmart in the United States (through the Walmart+ InHome service), offering a selection of products in durable packaging designed to be reusable 100 times or more.
The products are available for purchase through e-commerce or in the points of sale of the distribution chains participating in the initiative.
Loop is based on a system of pre-filled and returnable containers, rather than refillable ones: the customer purchases a product, online or in store, pays a small return deposit and then returns the container via courier or to the nearest store to obtain a refund of the deposit. The containers are then cleaned by Loop and filled by the product manufacturer, ready to be put back on the market with a view to circularity.
Even fast-food chains like Burger King and McDonald’s, whose products are commonly associated with quick consumption and disposable packaging, are experimenting with reusable containers for sandwiches and drinks, with collection stations at chain restaurants to return used containers.
Although not all trials have continued, the Loop system has proven to be an adequate solution for the reuse of packaging.
Another solution that addresses the issue of reuse in a systemic key and with the help of digital technologies is the one proposed by the Czech company MIWA, acronym for Minimum Waste.
Similar to Loop, MIWA has also proposed itself since 2015 as an alternative to disposable packaging, offering an intelligent reusable packaging solution, with embedded IoT elements, connected to an advanced data analysis system. MIWA packaging works in tandem with electronic dispensers placed in points of sale and with a cloud-type information system, with connectivity that allows data flows in almost real time. The containers and dispensers are equipped with RFID chips and readers respectively, offering benefits to all players in the value chain, in terms of improving both logistical efficiency and product and consumer safety.
Among the brands that have adopted the MIWA system, Nestlé has implemented smart charging stations since 2020 to offer high-tech solutions for dispensing bulk products such as instant coffee and dry pet food in Switzerland. In addition to Czechia, the country of origin of the project, over the years MIWA has progressively spread to the rest of Europe, including countries such as Belgium, Luxembourg, France, Germany and the United Kingdom. In 2023, MIWA received funding from the European Innovation Council (EIC) for the further implementation of its reusable smart packaging system in European supermarkets.
One of the reasons why packaging, especially plastic packaging, receives the most criticism from the public or some media is that it is incredibly strong and durable and therefore tends to have an impact on the environment due to its persistence and permanence. However, this characteristic is also what makes packaging particularly effective in protecting products, guaranteeing hygiene and safety for consumers.
The problem, in fact, is that containers are often used only once or disposed of incorrectly, generating an excess of waste, as well as consumption of resources.
It is precisely from this assumption that systems based on the reuse of packaging were born: refillable several times by consumers themselves or returned to producers to be reconditioned and reused. In both cases, however, it is necessary to carefully reflect on the characteristics of each product, so that the packaging solution chosen is actually the most correct and appropriate for the specific needs and requirements.
Reuse is certainly a way forward to reduce the production of packaging waste and encourage more environmentally sustainable practices, but the solutions must always be calibrated based on a possible increase in costs and people’s habits (economic and social sustainability ).
The key to the success of reuse programs and refill schemes is that they must be convenient for consumers: they must be economical and, compared to single-use packaging, they must not cost excessively; they must also be practical and not create confusion or inconvenience due to the variety, quantity and size of containers that must be physically filled or returned at the point of sale.
In this sense, we must be open to evaluating different solutions that take into account all the factors at play: from product protection to user safety, from production costs to purchasing and consumption habits, etc. Precisely for this reason, in many cases, the disposable option still remains viable, guaranteeing however a reduction of the container in terms of materials and volume, a simplification of the structure and components, as well as its optimization for the purpose of improving recycling processes. .
There are no a priori materials or packaging that are better or worse than others, but only packaging solutions capable of responding in a more or less appropriate and balanced way to the needs and requirements of a specific production, sales, consumption and post-consumption context.
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[ Opening image: Smart Consumer Cup MIWA
