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.

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.

1. Based on 2023 analysis by Conseil national de l’industrie, Feuille de route de décarbonation de la filière « filière Verre »..For more information on the industry’s decarbonisation efforts, refer to www.feve.org).
2. FEVE LCA study, Recycling: Why glass always has a happy CO2 ending, 2016.
3. FEVE calculations as of July 2024.
4. The average recycled content of glass containers in the EU was assessed during a FEVE Life Cycle Assessment in 2012. Source: FEVE, Recycled content and glass packaging, 2019.
5. Based on a FEVE LCA study from December 2016, available here.

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.

• Plastic, for example, is a very complex material, which makes it hard to recycle directly into other bottles as the materials degrade over time. As a result, more plastic waste is incinerated than recycled in Europe¹.
• While PET bottles may seem more recyclable than conventional plastic, the average PET bottle in Europe only contains 17% recycled content² (compared to 52% for glass³), and with a much lower collection rate (61% in 2020⁴).
• Other materials require additional linings, like paper-based packaging, which is almost always combined with plastic and/or chemical composites to add water or grease resistance, lowering its recyclability. This increases the likelihood of such materials ending up in landfills or incinerations, making paper-based packaging the largest source of packaging waste in the EU⁵.

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.

Yes, the use of the hallmark is entirely free! All you need to do is sign a licence agreement with FEVE, because it is a registered trademark. You can download a preview of the licence agreement here.

Absolutely not! Our ambition is to elevate this hallmark to a universally recognised symbol which can be used to communicate about the sustainability benefits of glass packaging at a glance. This means that any initiative that would support this is welcome to use the hallmark, from brands to retailers to partner organisations – and beyond!

Please fill in the contact form below or email  secretariat@feve.org to access the hallmark toolkit, which contains everything you need to know to start implementing the hallmark. This includes technical guidelines for various placement options (embossing, on pack, on labels, digital placement), brand design guidelines, support with messaging and more. Once you have decided to integrate the hallmark onto your packaging, the next step would be to get in touch with your glass packaging suppliers to discuss how best to use the hallmark on your own product. 

Consumers are increasingly conscious of sustainability, and aware of the impact of their own purchasing choices. The main benefit to brands is having a symbol to easily communicate their own packaging sustainability commitments towards consumers. Packaging remains one of the best channels to communicate – just think of initiatives like the Fairtrade logo, which have come to be universally recognised by consumers and industry alike. By communicating on the point of difference of glass packaging, you can boost the environmental, social and economic sustainability value of the overall product offer, and remind consumers that glass stands out as an infinitely reusable and recyclable packaging that’s already widely recycled, as well as being an inert material that protects the product and makes it last. 

The Glass Hallmark is a communication tool designed by the industry to promote the “recyclability” and “inertness” qualities of glass as materials. It represents the ability of the container glass on which the mark is put to be recycled and to optimally preserve the content as a result of its inert nature.

The Glass Hallmark does not express or claim any other product-related characteristic. It is not and official certification stamp. More specifically, the Glass Hallmark does not constitute any other environmental claim implying in any way e.g., that the glass container concerned contains a minimum percentage of recycled glass or it is effectively recycled at the end of its life.