Winfried Muehling, Director of Marketing & Communications at Pro Carton

As demand for sustainable packaging increases, cartonboard stands out as a renewable, and recyclable solution that supports a circular economy. At Pro Carton, we champion cartonboard as a leading example of fibre-based packaging, designed to stay in circulation longer, reduce environmental impact, and deliver real progress toward a low-carbon future. With continuous innovation and collaboration across the value chain, cartonboard is proving its ability to replace less sustainable materials in an ever-wider range of applications.

What Are The Main Challenges Facing The Packaging Industry Today, Particularly Regarding Sustainability and Circularity?

One of the main challenges facing the packaging industry today is the lack of harmonised systems for the collection and recycling of packaging across Europe. Different countries have varying regulations and infrastructure, which makes it difficult to implement consistent and efficient circular solutions. Additionally, navigating and managing the complex and evolving EU regulatory landscape demands significant resources from industry stakeholders. However, Pro Carton has high hopes that the forthcoming Packaging and Packaging Waste Regulation (PPWR) will drive greater harmonisation and provide a clearer, more unified framework to support sustainability and circularity across the value chain.

How Is Pro Carton Supporting Innovation in Cartonboard Applications and Recycling Loops?

Pro Carton supports innovation in cartonboard applications and recycling loops by serving as the marketing arm of the European cartonboard and folding carton industry. Actively monitoring consumer preferences and sentiments to understand market needs better, Pro Carton uses these insights to inform and connect key stakeholders across the value chain, including brand owners, retailers, and consumers.

By aligning with other industry associations, Pro Carton helps to ensure that policymakers receive accurate, unified information. Additionally, collaborating closely with companies, recyclers, and universities to deepen our understanding of value chain requirements and promote the best possible recycling outcomes. Through these partnerships, Pro Carton strengthens the promotion of the circularity and sustainability of cartonboard packaging.

How do you see the demand for renewable and recyclable packaging evolving in Europe over the next five years?

Over the next five years, demand for renewable and recyclable packaging materials in Europe is expected to continue growing. Independent studies indicate that up to 25% of today’s plastic packaging could gradually be replaced with cartonboard, highlighting its potential as a sustainable alternative. The Pro Carton European Consumer Packaging Perceptions 2025 survey reiterates this demand, with 65% of respondents valuing the recyclability of packaging as a deciding factor. As a result, we anticipate a steady annual growth of 1–2% for fibre-based packaging across various categories and applications.

As a result, reports anticipate that the European next-generation paper- and fibre-based packaging market will grow at 3.6% compound annual growth rate from 2025 to 2030.

What Role Does Collaboration With Policymakers, Brands, and Designers Play In Advancing Sustainability Goals?

Collaboration with policymakers, brands, and designers is essential to achieving sustainability goals, and it has been a key success factor for fibre-based packaging. Cartonboard has always been a circular material, long before circularity became a mainstream goal in the packaging industry. To maintain and enhance this, brand owners and designers must consider end-of-life from the outset, choosing materials and combinations that are easy to recycle. 

Pro Carton members frequently co-develop new packaging solutions with brand owners, working together from the early stages to ensure functionality, recyclability, and sustainability. Initiatives like 4evergreen, of which Pro Carton is an active member, play a central role by coordinating efforts across the value chain with the clear aim of increasing recycling rates and driving meaningful progress.

Can You Share Success Stories Or Examples Where Cartonboard Has Made A Measurable Environmental Difference?

Cartonboard has already made a measurable environmental impact across several sectors. All our members now provide life cycle assessment (LCA) data for their packaging solutions, with a strong focus on reducing the use of virgin plastic materials. Our primary goal is to advance the use of renewable, non-fossil-based packaging that delivers clear environmental benefits. A concrete example of this success is seen when Sainsbury’s launched their own-brand laundry detergent and chose to use carton rather than plastic packaging, saving approximately 22 tonnes of plastic annually. This innovative change demonstrates the tangible value of fibre-based packaging in reducing environmental impact.

What Trends Or Innovations Should Stakeholders Watch For In The Carton and Cartonboard Space?

One of the most exciting trends in the cartonboard space is the rapid expansion into product categories that were not accessible just a few years ago. Innovative packaging solutions with functional barrier properties are now enabling the use of cartonboard in areas that traditionally relied on plastic. Importantly, these barriers are increasingly being developed from renewable resources, reducing reliance on fossil-based materials while maintaining performance. Although many of these innovations aren’t immediately visible to consumers, they play a vital role in strengthening the circularity of packaging. 

This progress also aligns with growing consumer demand, as the Pro Carton European Consumer Packaging Perceptions survey shows that 89% of consumers now prefer fibre-based packaging materials over plastics. As 67% of consumers believe that recycling is the most integral practice to reduce climate change, the importance of recyclable and circular packaging is ever-growing.

These developments reinforce the cartonboard industry’s role in not only meeting consumer expectations, but also in driving scalable, science-based solutions that support climate action and a resource-efficient economy.

For more information about Pro Carton and the full Pro Carton European Packaging Perceptions Survey results, visit: https://www.procarton.com/