Packaging EPR: From Packaging Supplier to Strategic Brand Partner

Global sustainability regulations are reshaping brands’ packaging strategies. Packaging has evolved from a simple product protector into a multi-faceted asset that delivers not only product protection and regulatory compliance but also brand communication and customer engagement.

With the introduction of the EU Packaging and Packaging Waste Regulation (PPWR), and local Extended Producer Responsibility for Packaging (EPR) schemes packaging reusability and recyclability have become a key focus for brand owners.

Mike Barry, Commercial Director, Digital Printing, Domino, explained how label and packaging converters can support brands’ ‘Design for Recyclability’ initiatives and packaging EPR compliance.

Recycling Priority
Over 70 countries worldwide now operate Extended Producer Responsibility for Packaging (EPR) schemes. While the scope of EPR frameworks can vary by region, as standard, the scheme demands brands register as producers, report packaging volumes and pay EPR fees.

Some EPR frameworks include a mandate to reduce packaging and improve recyclability. Others require clearer, standardised recycling labels to help consumers dispose of packaging correctly, with the aim of eliminating pollution in recycling streams and ensuring all recyclate is suitable for reuse in the circular economy.

Every packaging component, including labels, substrates and printing inks, is affected.

Escalating cost implications
EPR fee structures are typically based on the packaging weight or unit count, with calculation methods varying by region. Some countries have established eco-modulated fee structures to reward more sustainable packaging design and material choices and discourage lightweighting using less environmentally friendly materials.

In the UK, eco-modulation classifies packaging waste within a traffic light system based on the Recyclability Assessment Methodology (RAM). Materials that are widely recycled benefit from lower fees, while those that are more difficult to recycle incur higher costs. Poor ink or material choices can downgrade otherwise recyclable packaging, resulting in higher fees for brands.

By linking packaging design and material choices directly to costs, recyclability performance and market competitiveness, it’s clear that EPR is more than just a tick-box exercise for brands.

Driving packaging recyclability and reducing fees
Converters play a key role in supporting brand owners’ responses to evolving regulatory demands while also enabling more sustainable, circular packaging solutions.

Beyond reporting, packaging EPR and PPWR are prompting many brands to redesign packaging according to ‘Design for Recyclability’ principles. This includes switching to widely recyclable packaging materials, using smaller, easily removable labels and considering the impact of inks on recycling processes.

For converters, there is a compelling opportunity to add value for customers by working closely with brands, packaging designers and material suppliers throughout the process. A good understanding of local packaging EPR fee structures and PPWR demands, in combination with expertise in printing technology, inks and substrates offers a chance to differentiate. Converters can help brands create cost-efficient, compliant packaging and labels, while meeting marketing objectives with brand-compliant colours and excellent print quality.

In a world where packaging now receives the same level of scrutiny as the product itself, access to high-quality information about material composition is becoming a key differentiator for brands when choosing a packaging supplier.

Seamless access to information, including material declarations on composition and weight, as well as compliance documentation for inks and adhesives, can transform brands’ EPR reporting. This information can provide evidence for market surveillance authorities and internal sustainability audits, and, in the EU, support the creation of declarations of conformity under PPWR.

Digital printing as an enabler
The focus on recyclability will continue to evolve, demanding new levels of flexibility and agility for both brands and converters. With PPWR and packaging EPR regulations still in flux, and new initiatives such as digital product passports due to roll out over the coming years, brands need to be able to quickly adapt packaging designs.

Digital printing technology is key to rapidly updating packaging in line with emerging regulations. Converters with access to digital presses can also efficiently produce shorter print runs of packaging variations, such as those requiring regional recycling symbols.

Digital also supports the addition of variable data elements, a key requirement for digital product passports. Brands will use printed, often serialised, QR codes powered by GS1 to share material, recyclability and product and packaging compliance data via a website or app.

Preparing for the future
While there are no plans to standardise EPR at a global level, local governments are working to align their schemes with PPWR recyclability criteria, EuPIA compliance and hazardous substance limits. The industry, including brands, manufacturers and standards bodies such as GS1, is also driving greater consistency in data, reporting and packaging design.

Packaging is becoming a regulated asset, data carrier and cost driver for brands. As brands invest in packaging for the future, converters familiar with local packaging EPR regulations, advances in recyclable materials and able to provide detailed documentation will have the edge.

About Domino
Digital Printing Solutions is a division within Domino Printing Sciences. The company, founded in 1978, has established a global reputation for the development and manufacture of digital inkjet printing technologies, as well as its worldwide aftermarket products and customer services. Its services for the commercial print sector include digital inkjet printers and control systems designed to deliver solutions for a complete range of labelling, corrugated and variable printing applications.

All of Domino’s printers are designed to meet the high-speed, high-quality demands of commercial printing environments, bringing new capabilities to numerous sectors, including labelling, corrugated, publications and security printing, transactional, packaging converting, plastic cards, tickets, game cards and forms, as well as the direct mail and postal sectors.

Domino employs over 3,000 people worldwide and sells to more than 120 countries through a global network of 29 subsidiary offices and more than 200 distributors. Domino’s manufacturing facilities are located in China, Germany, India, Sweden, Switzerland, UK and the USA.

Domino became an autonomous division within Brother Industries Ltd. on 11 June 2015.

For further information on Domino, please visit www.domino-printing.com