Paperisation gains momentum as packaging seeks alternatives to plastic

The packaging industry is experiencing a growing shift towards paper-based solutions as brands, manufacturers and regulators look for alternatives to fossil-based plastics. Known as “paperisation”, this trend reflects the increasing adoption of fibre-based packaging formats designed to reduce plastic consumption while supporting circular economy objectives.

Paper and board have long benefited from strong recycling performance and their renewable origin when sourced responsibly. These characteristics have made fibre-based packaging increasingly attractive among consumers and companies seeking lower-impact alternatives. However, the transition from plastic to paper is not without challenges, particularly for applications requiring high barrier performance, moisture resistance and food protection.

Regulation is accelerating the move towards fibre solutions

European packaging legislation is becoming a major driver behind the growth of paper-based alternatives. The Packaging and Packaging Waste Regulation (PPWR) is introducing stricter requirements for recyclability, recycled content and packaging design, encouraging companies to rethink materials and formats.

As brands seek to reduce plastic use and prepare for future regulatory requirements, fibre-based packaging is gaining attention as a potential pathway towards improved circularity. However, companies must ensure that alternative materials deliver the same levels of product protection and operational performance as conventional packaging solutions.

The technical challenge of replacing plastic barriers

One of the biggest obstacles facing paperisation is the need for barrier properties. Many food and beverage applications require protection against moisture, oxygen and grease, which traditional paper structures cannot provide without additional coatings or layers.

In many cases, paper packaging still relies on plastic coatings or composite structures to achieve the required performance. While these solutions can reduce visible plastic content, they may create additional recycling challenges by combining different materials.

The industry is therefore investing in new technologies, including advanced barrier papers and fibre-based formats designed to maintain functionality while improving end-of-life recyclability.

New technologies aim to improve fibre packaging performance

Innovation in fibre-based packaging is accelerating as companies develop new manufacturing processes and material solutions. Technologies such as dry moulded fibre are being explored as alternatives to traditional packaging methods, offering the potential for lower energy consumption, reduced emissions and improved recyclability.

These developments aim to overcome some of the limitations associated with conventional paper packaging while enabling new applications in sectors traditionally dominated by plastics.

Sourcing responsibly remains a key concern

The expansion of paper-based packaging also raises questions about fibre sourcing and forest management. While paper is renewable when forests are managed responsibly, increased demand for virgin fibre could create additional pressure on natural resources if supply chains are not properly controlled.

Certification systems and regulations such as the European Union Deforestation Regulation (EUDR) are expected to play an important role in improving transparency and ensuring responsible sourcing practices across the fibre packaging sector.

Paperisation requires a balanced approach

The growth of paper-based packaging highlights the complexity of the transition towards more sustainable packaging systems. Replacing plastic with fibre is not automatically a guarantee of improved environmental performance, as each solution must be evaluated according to material sourcing, production impacts, functionality and end-of-life management.

For brands and packaging manufacturers, the challenge will be developing solutions that combine renewable materials, recyclability and strong technical performance. The future of packaging is unlikely to depend on a single material, but rather on selecting the right solution for each application within a broader circular economy strategy.

The future of fibre-based packaging

Paperisation is expected to remain a major trend in the packaging industry as companies respond to regulatory pressure, consumer expectations and sustainability targets. Continued investment in fibre technology, recycling infrastructure and responsible sourcing will determine whether paper-based packaging can achieve its full potential.

As the industry moves beyond simple material substitution, successful packaging solutions will be those that balance environmental ambition with real-world performance, scalability and circularity.