Avery Dennison Corporation (NYSE: AVY), a global materials science and digital identification solutions company, has just released a groundbreaking worldwide study on the potential of packaging in promoting sustainability. The research compiled a series of data and findings, presented in a new white paper titled ‘Pressure-Sensitive Labels and Their Role in Advancing Packaging Circularity,’ authored by the company itself.
The document indicates that nearly all global consumer goods brands (CPG) aim to achieve 100% recyclable packaging by 2030; and a 1% increase in recycling rates could reduce approximately 2,000 tons of plastic waste annually in billion-dollar bottling applications1. Another relevant insight shows that recycled rigid plastics emit about 70% fewer emissions than their virgin plastic equivalents.
Broadly, the Avery Dennison study explores the current state of brand packaging sustainability, including how future technological innovations can bring tangible benefits; and it shows that much of the growth in consumer goods (CPG) brands comes from sustainable brands, positioning pressure-sensitive labels as part of the solution.
“The white paper is a research-based reference document for consumer goods brands making decisions about sustainable packaging,” said Ryan Yost, President of Avery Dennison Materials Group.
“Consumer goods companies face increasing pressure from consumers, retailers, regulators, investors, and employees to prioritize the circular economy. Packaging innovations are part of their strategies to meet market expectations. Our white paper provides rich data based on interviews conducted with global consumer goods companies, as well as materials from recognized sources and insights
from Avery Dennison teams working globally with customers, recyclers, legislative bodies, and industry associations. We consider this material a practical tool for companies tackling circularity challenges—a new informative research source,” he adds.
Key findings of the new research include:
● Brands are relentlessly pursuing circularity. Nearly all global consumer goods brands aim to achieve 100% recyclable, reusable, and compostable packaging by 2030;
● Sustainable products accounted for about 31% of the consumer goods sector’s growth between 2013 and 2023, despite representing only approximately 18.5% of the sustainable CPG market share;
● Consumers perceive packaging as one of the most controllable and visible elements of a brand’s sustainability. About 31% of consumers believe ‘investing in sustainable packaging’ is one of the top three ways to address environmental issues2;
● Despite advances in packaging production, use, and disposal, global plastic consumption has quadrupled over the last 30 years, accounting for 3.4% of global carbon emissions and 350 million tons of waste, with 40% of this volume coming from packaging3;
● Regulations are driving packaging changes. For example, the Packaging and Packaging Waste Regulation (PPWR) in Europe requires packaging to be designed for recycling (DfR) and mandates that at least 10% of beverage packaging be reusable by 2030;
● Packaging recycling and reuse/refill models can have a significant impact. For instance, recycled rigid plastics, such as PET and HDPE, produce about 70% fewer emissions compared to their virgin plastic equivalents4;
● A new generation of pressure-sensitive labels with ‘clean peel’ functionality enables superior and clean separation of labels and inks during the recycling process. This method ensures higher-quality recycled materials that, in the case of rigid plastics like PET and HDPE, allows for creative reuse to make new
bottles, reducing the need for virgin raw materials and increasing brands’ packaging circularity.
