The previous Packaging and Packaging Waste Directive (PPWD) is amended and the PPWR will replace it. The difference between a directive and a regulation is that directive sets a goal that EU countries must achieve, but it is up to the countries to devise their own laws on how to reach these goals, whereas regulation is a binding legislative act. The PPWR aims to deal with increasing quantities of packaging waste and remove barriers from internal markets. It sets targets for reuse and recycling, packaging waste generation, recyclability and unnecessary packaging.
Consumer perspectives on reusable packaging
Consumers and their views on reusable packaging are active research topics at University of Vaasa and were presented at the event by Research Director Kyösti Pennanen. For successful reusable packaging systems, sustainable solutions need to be available, affordable and attractive. Among these criteria attractiveness is the most important, since if the solutions are not attractive, the interest to use reusable packaging is lacking.
The results of the studies show that consumers’ views on reusable packaging are generally positive. Environmental sustainability is automatically associated with reusable packaging, but it does not drive attitude formation and as such is not an efficient marketing statement. Instead, a positive emotional reaction or “gut feeling” is more important.
Kyösti highlighted their active projects and recent publications:
- STOPP project – Reduce plastic packaging pollution
- Reusify project – Reusable packaging solutions
- Factors associated with Finnish, German and UK consumers’ intentions to test, buy and recommend reusable fast-moving consumer goods packaging
- Implementing a circular business model for reusable packaging: Multidisciplinary learnings from reusable pizza packaging
Opportunities and challenges from PPWR on the packaging industry
CEO Antro Säilä from The Finnish Packaging Association dived into the evolution of the regulation concerning packages and how it has affected packaging industry. His presentation highlighted both the challenges and opportunities to the industry presented by the new regulation. Challenges include increased administrative burden and the need for rapid compliance with new requirements, while opportunities include improved environmental performance and increased investments in sustainable packaging.
Promoting reusable and refillable packaging as part of the PPWR
Public Affairs Coordinator Ulysse Revat-Dontenwill from the New European Reuse Alliance emphasized the importance of promoting reusable and refillable packaging as part of the PPWR. He highlighted that reusable packaging can significantly reduce the amount of packaging waste and promote a circular economy. Additionally, he presented various strategies and practical examples of how reusable packaging can be implemented on a large scale.
Ulysse also stressed the importance of collaboration among different stakeholders, including governments, businesses, and consumers, to ensure the effective and widespread adoption of reusable packaging.
City-level innovations in waste reduction
Project Manager Teele Joost presented the experiences from the city of Tallinn about restricting single-use tableware in bigger public events in Tallinn. The aim is to prevent and reduce waste during large gatherings. In October 2019, Tallinn restricted the use of single-use plastic cups, plates, and cutlery at public events, and aimed to replace them by reusable packaging or compostable dishes and cutlery. Between 2021 and 2022 reusable tableware were tested in events. The testing was successful in a way that in 2023 it was set that by June the same year only reusable dishes were allowed at public events in Tallinn. The reusable dishes have shown to be successful in reducing waste in large events such as The Weeknd concert with 55,000 visitors, Depeche Mode concert with 40,000 visitors, and the Youth Song and Dance Festival with 80,000 participants, all using reusable dishes and cutlery.
One of the challenges recognised during the testing period is the need for adequate waste collection points and the adaptation of stakeholders to the new regulations, which still remain important improvement points. In her presentation Teele also mentions the presence of five major service providers in the market in Tallinn, which brings about competition. This is of course positive in a way that there are several operators offering reusable solutions, but also emphasises importance of ensuring compliance with the set guidelines. In addition, large events tend to happen mostly during summertime, which makes the business seasonal and creates fluctuating demand in services and reusable tableware items and therefore also changing needs to the staff and facilities.
Nonetheless, city of Tallinn has created positive impact and reduced the amount of waste generated significantly. One reuse operator Panditops in Estonia showcased their reusable system in place (see below).
Business case for reuse: Panditops
One of the operators that provides reusable tableware for events in Tallinn is Panditops.
CEO Kaupo Karba presented the business case behind Panditops. It was launched in 2019 as a service to public event organizers and it operates as a deposit system. For consumers, the deposit cups can be returned to sales points or special return points. For event organizers, Panditops offers rental services, including cup distribution, collection, and return. They also provide an all-inclusive service with return points, cup delivery, and staff for the events. Panditops offer a return machine that reads cups with an RFID chip and processes cashless deposit returns.
In addition to the short season for public events the challenges of the reuse business are the operating costs of the deposit system, several service providers with different deposit systems in events and having people throw the cups in the trash regardless of the deposit.
To ensure the safety and cleanliness of the reusable tableware, Panditops has invested in and uses a special tunnel washer for plastic dishes. The dishes are also regularly checked for contamination on the surface.
Collective efforts to drive environmental sustainability
These efforts collectively paint a hopeful picture of a future where sustainability is at the forefront of our actions. By continuing to innovate, regulate, and educate, we can create a world where environmental sustainability is not just an aspiration but a reality.
You can access the presentations and the recording of the event here.