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The UN's Intergovernmental Negotiating Committee (INC-5) is poised to reshape the future of packaging with the advent of the Plastic Pollution Treaty.

The anticipated treaty, designed to combat the escalating plastic pollution crisis, has become a focal point for manufacturers in food and beverage, and beyond. As the global conversation heats up, companies must take heed of the changes ahead or risk being left behind.

According to recent studies, the industry most responsible for plastic pollution is the food and beverage packaging sector, with companies like Coca-Cola, PepsiCo, Nestlé and Danone identified as major contributors to plastic waste due to their widespread use of single-use plastic bottles and packaging.

A delayed resolution

After a promising start, the treaty negotiations, which were expected to culminate in a binding agreement by the end of 2024, have been postponed until 2025. The sticking points? Major fossil fuel producers like Saudi Arabia and plastic powerhouses such as China have resisted critical amendments, highlighting the complex interplay of economics and environmental responsibility.

While 100 nations have signed on, the delay underscores the challenges of reaching a consensus in a world where economic interests often clash with ecological imperatives.

Jamie Cosaitis, packaging consumer insights consultant at GlobalData, said: “Unlike other UN treaties, the UN INC-5 Plastic Pollution Treaty is set to be legally binding and consequently one of the most influential sustainability agreements in recent years".

He continued: "The treaty's implementation of caps and bans on virgin and single-use plastics is set to reduce the overall volume of plastic entering the market and force companies to adhere to mandatory design amendments, which should accelerate innovation”.

The consumer demand shift

The winds of change are shifting, bringing with them a clear focus on sustainability. According to GlobalData’s consumer survey from Q3 2024, 47% of consumers say that 'ethical and environmentally friendly services' influence their purchasing decisions 'always' or 'often'.

Moreover, 73% consider 'recyclable packaging' an essential factor. This paradigm shift is not just a passing trend; it signals a fundamental change in consumer expectations.

As the treaty edges closer to reality, food and beverage manufacturers must adapt to this evolving landscape. Ignoring consumer preferences for sustainable packaging could mean losing market share to more innovative competitors.

The call for change is loud and clear: businesses that prioritise eco-friendly practices will thrive, while those that cling to outdated methods may find themselves in peril.

The rise of 'paperisation'

With the treaty on the horizon, the packaging industry is buzzing with innovation. 'Paperisation,' the trend of replacing plastics with paper and paperboard, is gaining traction. This shift not only aligns with consumer demand for sustainable options but also offers a glimpse into a future where biodegradable materials take centre stage.

However, the transition is not without its hurdles. Packaging experts remain skeptical about whether paper-based products can adequately protect goods throughout the supply chain.

While biodegradable barrier coatings and alternative polymers are in development, their costs remain prohibitive for many manufacturers. The challenge lies in balancing sustainability with practicality – a tightrope walk that the industry must navigate carefully.

Embracing the circular economy

As the treaty looms, the concept of a circular economy is gaining momentum. Companies are advocating for plastics to be purposefully designed for reuse, ensuring that materials retain their value and recyclability.

Extended Producer Responsibility (EPR) will be a cornerstone of the new regulations, holding companies accountable for their products' entire life cycle, from production to post-consumption waste.

In the UK, for example, Deposit Return Schemes (DRS) are set to play a pivotal role in this circular economy. Countries like Germany have demonstrated the effectiveness of DRS, achieving high return rates on single-use drink containers.

Yet, the UK’s implementation of DRS has faced delays, with the launch now pushed to October 2027, underscoring the slow pace of business adaptation to a future where accountability and sustainability are not merely buzzwords but legal obligations.

Are delays helpful?

The postponement of the UN Plastic Pollution Treaty, and of the UK's DRS implementation, is not an isolated incident; similar patterns are emerging in other environmental policies.

For instance, the European Commission recently announced a 12-month extension for the implementation of the EU Deforestation Regulation (EUDR). Originally set to take effect by the end of this year, large companies will now need to comply by December 30 2025, while smaller enterprises have until June 30 2026.

While these delays may provide manufacturers with additional time to align with new regulations, they raise critical questions about the overall impact on environmental progress. Are these extensions merely bureaucratic breathing rooms, or do they serve a greater purpose?

On one hand, the extra time allows companies to adequately prepare for stringent compliance measures, potentially leading to more robust and effective implementation. It can foster innovation and ensure that businesses are not just scrambling to meet deadlines but are instead thoughtfully integrating sustainable practices into their operations.

Conversely, these delays can also stifle momentum in the fight against environmental degradation. The longer companies have to wait to adopt necessary changes, the longer harmful practices persist. With plastic pollution projected to triple by 2060, every moment counts. The challenge lies in balancing the need for preparation with the imperative to act swiftly in the face of a growing environmental crisis.

A collective call to action

Despite the current pushback from certain nations, the overwhelming consensus among participating countries and the urgent need to curb plastic waste point toward a likely treaty signature in 2025. The path forward is fraught with challenges, yet the potential for innovation and growth in sustainable packaging is immense.

As consumers demand more from the brands they support, food and beverage manufacturers must rise to the occasion. The UN Plastic Pollution Treaty is not merely a regulatory hurdle; it is an opportunity for companies to lead the charge toward a more sustainable future.

In the words of Cosaitis: “Packaging materials innovation will play an important role in reducing plastic waste and developing the circular economy; however, the costs of alternative materials will need to be reduced further before widespread adoption can be achieved. Despite the challenges, there is an urgent need for strong measures to reduce global plastic waste and pollution, which consumers and businesses support, and governments now need to implement.”

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