Sustainable solutions and customisation key for European packaging market
Despite facing persistent challenges like rising costs and economic slowdown, the European packaging market remains a fertile ground for opportunities, provided businesses can navigate the dual pressures of intense competition and stringent packaging regulations Europe.
This is the core conclusion of a recent market observation by PackSynergy, a network of packaging wholesalers across 24 European countries.
For food and beverage manufacturers, the shift in market dynamics means the relationship with packaging suppliers is evolving from a transactional one to a critical partnership focused on expertise, efficiency, and sustainability.
The most significant driver of opportunity is the increasing demand for sustainable packaging trends. This trend, while driving higher costs for investment, is also justifying higher prices for specialized, eco-friendly solutions.
According to PackSynergy members, regulations like the Packaging and Packaging Waste Regulation (PPWR) and the EU Deforestation Regulation (EUDR) are creating a level of complexity that requires specialized know-how. This has a positive effect: it generates a growing demand for consulting. As one CEO noted, "In the past, many of us were simple suppliers. Today we are important partners for our customers." For F&B manufacturers, leveraging this expertise is essential not only for compliance but for developing future-proof product portfolios.
While online platforms dominate the simple, price-sensitive standard solutions, packaging wholesalers are differentiating themselves by focusing on customized packaging solutions that provide real value. This approach involves developing individual packaging that helps manufacturers make their shipping and production processes efficient, cost-saving, and sustainable.
As competitive pressures push customers to focus more strongly on their core business, there is a growing trend of outsourcing secondary products and processes, including packaging, to service providers. Manufacturers seeking to optimise costs and efficiency are looking for partners who can deliver a complete, tailored solution, rather than just a product.
The industry continues to struggle with soaring operating costs across energy, wages, and raw materials. To absorb these expenses, packaging providers are heavily investing in digitalization to streamline logistics and handling.
Efficiency in the supply chain is paramount. The trend of customers preferring local sourcing to reduce logistics costs and improve sustainability is making inventory management and rapid delivery critical competitive factors. Networks are even deploying concepts like "Virtual Warehouses" to ensure availability and shorten delivery times, underscoring that collaboration and logistics efficiency are key to managing the overall cost structure in the European packaging market.
