For brands and retailers, choosing the right packaging for their products can be a real challenge. Countless factors need to be considered when that time comes – from environmental aspects, to packaging safety and design – all with customer satisfaction in mind.
In a market flooded with packaging options and where data on the latest packaging innovations is published daily, it can be difficult to navigate so much information and distinguish fact from fiction.
That’s why we’ve developed a guide to help brands navigate the packaging landscape and address some of the most common misconceptions about glass and other packaging materials.
How does glass’ -recyclability compare to other packaging materials? And are reusable schemes the only way forward?
How is the industry advancing on decarbonization and future-proofing glass packaging?
What makes glass packaging a safe choice for brands and consumers? How does it compare to other materials?
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Circularity is far from being a new concept. Many packaging options have claimed to be circular, but the definition and effectiveness of these claims still remain unclear. Circularity is linked to the concept of “circular economy”, a model that aims to extend the life cycle of products through recycling, reuse or repair, thereby reducing the need for virgin materials. However, not all packaging options support these goals the same way.
In this article, we clarify some of the most common misconceptions about packaging circularity – and glass in particular – and provide insights to help you choose packaging that effectively align with your brand’s environmental goals.
From doorstep milk deliveries delivered fresh from the farmer to Germany’s returnable beer bottles, reusable glass options have been a reality for decades, thanks to their durability and safety. But, although you may think that reusing or returning glass bottles or jars is the best option, that’s not always the case. It all comes down to context.
Reuse schemes can be efficient within short or localised supply chains, like farmers’ markets or doorstop milk deliveries. Yet, for product categories that cover long transport distances, the panorama changes. Studies have found that when distribution chains exceed 400km1, a reusable glass bottle would need to be reused at least four times in order to match the environmental impact of single-use bottles. This number rises to over 30 cycles for distances surpassing 800km or more2.
Glass recycling systems are already widespread in Europe and adopted by citizens. Municipal initiatives and European programmes like Close the Glass Loop aim to continuously improve glass recycling and achieve a 90% collection rate by 2030. By collecting more and better glass, we can replace more virgin materials with recycled glass – giving a bottle ‘endless’ lives, and supporting lower-carbon production.
Despite increasing claims about the growing recyclability of packaging, not all materials are collected for recycling, and even fewer are effectively recycled once they’ve been thrown away.
Unlike glass, many types of food and drink packaging have multiple layers that combine paper, plastic and synthetic materials (e.g. waterproof linings). The difficulty of separating these materials means that many collection systems do not allow them, and in reality they end up in landfill or are incinerated. When it comes to recycling effectively and safely throughout the recycling process, very few packaging materials compare to glass – that’s why other packaging is ‘downcycled’ by being recycled into fashion items, printing fibres or furniture or textile components – and in time, end up in landfill or incineration.
Recycled glass is the only packaging that can be recycled back into ‘food-grade’ containers. It maintains the same quality and inertness as virgin glass and requires no additional materials or harmful chemicals during the recycling process. What’s more, glass is the leader in recycling, with extensive collection systems that bring an impressive 80.2% EU collection rate 6, of which 92% is effectively recycled in Europe in a closed loop 7.
As consumers become increasingly aware of the environmental impact their actions, they’re also demanding that brands step up and show (and act on) their commitment to reducing their environmental footprint – and that also involves packaging.
So, when it comes to glass, what measure is the glass industry taking to reduce its footprint and drive decarbonisation? How does the environmental performance of glass compare to other materials?
Glass can be moulded into any shape and comes in a wide variety of colours, allowing for creative designs, while keeping our favourite products safe. Although it might be heavier than other materials, the industry is partnering up with brands, customers, and the supply chain to ensure that glass bottles are not just lighter in weight, but just the “right weight”.
“Right-weighting” refers to the process of reducing the amount of glass needed to make containers while maintaining all aspects of its functionality (e.g. design, strength, quality). Efforts to deliver lighter glass packaging have already resulted in a decrease in the average bottle weight for still wines produced in Europe to 450g in 20231.
When it comes to transportation, the glass industry in Europe is still a very local business, with most containers being transported within a 300 km distance2. Although transportation only accounts for a small part of glass’ footprint, the industry is exploring alternatives like short-sea shipping, low-carbon fuels and electric vehicles, to reduce its impact.
All this to ensure that brands can continue to offer their products in iconic designs that have shaped European culture and consumers, while maintaining their commitment to reducing the carbon footprint of their packaging.
The container glass industry is changing – and fast. Future-proof packaging needs to protect people’s health, contribute to the circular economy, and emit net zero carbon emissions. We know our carbon footprint remains our main stumbling block as an industry, and we’re working on it. The good news is that we’re not starting from scratch.
Today, the average glass container already emits 70% less CO2 than fifty years ago1, and we’re picking up the pace. All across Europe, glassmakers are starting up electric and hybrid furnaces, switching to low-carbon sources of energy like hydrogen and biomass, working with the world’s best-known brands to successfully trial hydrogen technologies and deliver lighter weight bottles and jars.2
Several companies have already pioneered initiatives to reduce carbon emissions from glass melting, which accounts for 80% of CO₂ emissions in production – from hybrid furnace technologies in Germany to electric furnaces for luxury packaging in France. In tandem, we’re increasing energy efficiency, investigating carbon capture and storage, and applying waste-heat recovery and other energy-efficient technologies. Every year, more than €600 million is invested in decarbonisation paths. 3
To address the remaining 20% of emissions from the use of raw materials, the industry is promoting recycling and encouraging people to recycle more and better. Once produced, used and properly collected for recycling, a glass bottle or jar can be remelted and becomes the main resource needed to produce new bottles and jars. 4 Every tonne of recycled glass saves 1.2 tonnes of raw materials 5, and the more recycled glass we put into production, the more resources we save.
When considering packaging materials, especially those that come into contact with food, drinks and other consumer goods, it’s crucial to consider not only environmental aspects but also health and safety. Overlooking either of these aspects is, in fact, not considering sustainability holistically.
Amidst global health and environmental crises, consumers are more concerned than ever about preserving their health – from what they eat to how it is packaged.
While glass is a single-layer material1 made entirely from natural ingredients, the same cannot be said of other types of packaging. Even when recycled over and over again, glass maintains its quality and inertness, meaning there is no risk of it releasing toxic chemicals into food, drink or even the environment2.
Other materials, such as plastics, degrade during recycling and break down into microplastics that can end up in the environment and contaminate your food, causing adverse health effects3 and having even been found in the human body4.
Even supposedly ‘safer’ alternatives, like paper-based materials, often come with plastic linings and chemical compounds that make them difficult to recycle (making them the largest source of packaging waste in the EU5) and containing toxic chemicals that can interact with food and drink6.
While achieving environmental targets is critical for brands and businesses alike, these goals should never come at the expense of people’s health.
In the quest for a more holistic lifestyle, people are prioritising their health and well-being more than ever before. And when it comes to glass, studies show that consumers prefer glass not only for its recyclability, but also for its health and food preservation properties1.
Unlike other materials, glass is an inert contact material, meaning it doesn’t absorb or release harmful chemicals into products2, making it a safer option for people’s health. It retains these qualities even when recycled again and again.
Other alternatives, like aluminium, might need extra polymer coatings to prevent interaction with food, which could affect taste and cause unwanted chemicals to migrate into the food3. For example, some canned wines exhibit “reducing” properties after three to six months in the can. Plastic packaging containers degrade during the recycling process and can break down into microplastics that can leach into our food and drinks, which can affect their taste and lead to harmful health effects4.
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