If you strolled into a grocery store ten years ago, the cashier wouldn’t ask if you needed a receipt, they would simply hand you one; the number of bags used to hold groceries would put plastic-free stores to shame; and eco-friendly straws would be non-existent. Thankfully, the lay of the land looks a lot different today. Materials used to contain our favourite products are more informed by sustainable trends, and paper is now the substrate of choice.

Packaging sustainability trends are affecting the demand for paper, and, as negotiations around a global ‘plastics pact’ heat up, big brands are reducing plastic in their packaging…

With the shift to digital, people have become less dependent on paper as a communication medium, but paper packaging still plays a major role in our everyday lives. From enhancing product quality to displaying vital product information, and more importantly, protecting the environment – paper remains one of the most sustainable alternatives. For conscious consumers, it even impacts purchasing decisions.

The Rise of Conscious Consumerism & Sustainability Trends

Consumers are already embracing the concept of sustainability in their everyday lives, whether thrifting pre-loved garments or championing zero-waste cooking. It’s also changed the way we interact with food products on grocery store shelves and the brands we invest in. For a growing number of consumers, the type of packaging used is just as important as food expiry dates or the ‘new and improved look’ promoted on the product.

Packaging sustainability trends are affecting the demand for paper, and, as negotiations around a global ‘plastics pact’ heat up, big brands are reducing plastic in their packaging, or at least aiming for single-material packaging that is locally recyclable.

For recycling plants to effectively extend the lifespan of paper packaging, the quality needs to be preserved.

Jane Molony, executive director of the Paper Manufacturers Association of South Africa (PAMSA) says, “We are making more noise about our environmental credentials such as renewability (made from the wood of sustainably farmed trees) and recyclability. Of course, paper remains a beautiful material and adds to the tactile experience for the consumer.” Along with how the food we buy is produced, the lifecycle of the packaging that gets it from farm or factory to our kitchens can greatly influence your environmental footprint.

With the acceleration of augmented reality and technological advances, brands have the opportunity to educate consumers about food production through QR codes, redesigning packaging to be more compact – thus allowing efficient recycling and improved landfill waste management. We rarely think about it, but milk cartons and cereal boxes come from somewhere and have to end up someplace.

All paper packaging, whether made from recycled or virgin fibre, comes from wood. This makes paper renewable, recyclable and, in some cases, biodegradable. Locally, more communities are participating in recycling programmes and seeking services from waste removal companies. But, are manufacturers thinking outside the box too?

Paper Packaging Is the Way Forward

In the past, the consumer journey was largely limited to in-store experiences, but with post-pandemic purchasing behaviours and the need for convenience, more consumers are choosing online retail, and with it, paper packaging.

As for online shoppers, 58% of people prefer their orders to be delivered in paper packaging with 80% preferring that their orders be delivered in a fitting packaging, i.e., not too big for the actual product. Even consumers who prefer in-store visits will notice that more manufacturers are shifting towards paper/cardboard packaging in place of styrofoam or plastic packaging – think tomato punnets, takeout containers and grocery delivery bags.

Paper packaging is reclaiming its place on the shelf as primary packaging. The sector is seeing enhanced or engineered paper used for confectionery and snacks.

Paper is easier to recycle – this is not just an observation, but a reality. When asked to choose their preferred packaging material, consumers said ‘paper’. Out of 15 favourable attributes, paper/cardboard scored the highest; deciding factors included whether it was home compostable (65%), better for the environment (55%) and easier to recycle (42%).

At PAMSA’s roundtable, Don Mac Farlane, packaging senior at Woolworths and one of the leaders in his field, explained how paper packaging is reclaiming its place on the shelf as primary packaging. The sector is seeing enhanced or engineered paper used for confectionery and snacks. Mac Farlane shared that even brand owners who made the move from washing powder in carton board packaging to flexible packaging are now switching back to paper.

Woolworths has also made a huge shift to replace plastic packaging with paper. In many cases, the paper must be engineered to be fit for purpose and safe for food contact, furthermore stressing the importance of separating waste at home.

Waste Not, Want Not

Recycling paper is vital for many reasons – it provides an alternative fibre to our industry, minimises landfill space, supports livelihoods and helps create a circular economy. But, before we can even think about achieving a circular economy, we need to circle back and question our sustainable practices, or lack thereof.

A circular economy is a system that aims to minimise waste and maximise the efficient use of resources. It also offers economic benefits by creating new business opportunities, fostering innovation, and reducing waste management costs.

“Essentially, plantation trees are crops like wheat or corn, planted and replenished in rotations, with less than 10% of the total tree count being harvested in any given year. This means that there are always trees growing, at different stages of maturity, and these trees are contributing to the carbon cycle, the economy and the livelihoods of thousands of people.” For recycling plants to effectively extend the lifespan of paper packaging, the quality needs to be preserved. If compromised, more resources are required to process the paper, which puts a dent in the local/global economy.

“Because paper is effectively a natural product, any contact with moisture, such as tea bags, food scraps or liquids, will set off the degradation process,” says Molony. “Consumers can play their part in reducing the impact that packaging has on the environment by recycling. Recyclable paper such as cardboard boxes and dry food packaging should not get wet or dirty”.

So How Should I Recycle Paper?

One common mistake in household recycling is the improper separation of wet and dry waste. Wet waste, such as food scraps and organic materials, should be kept separate from dry waste, including paper products. When wet waste contaminates paper products, it reduces the fibre available for recycling.

Keeping paper products separate, dry and available for recycling is good for three reasons:

1. It is easier, cleaner and quicker for waste collectors to retrieve these items.
2. Separating wet waste from your recyclables also creates the opportunity for composting, which provides nutrients for gardens.
3. Paper fibres retain their integrity, which means a better-quality product when the paper is recycled.

For more information about paper recycling, visit the Paper Manufacturers Association of South Africa (PAMSA) at the links below. 

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