International differences in recycling

Packaging recyclability is a complex and dynamic challenge. It is more important than ever that steps are taken to tackle it. Cosmetics packaging offers a beautiful example of an industry that greatly relies on multiple packaging materials and packaging formats throughout the entire supply chain.

Each material and format are carefully selected to create a value-added product for the end consumer – while meeting the requirements of marketing, sales, R&D, as well as manufacturing sites around the world. Hence, often, a world of conflicting priorities with the topic of sustainability is becoming more critical.

What does ‘recyclability’ mean?

First, it is key to define the term ‘recycling’. For example, the EU Waste Directive (2008/98/EC) defines the term as follows: “Recycling means any recovery operation by which waste materials are reprocessed into products, materials or substances whether for the original or other purposes”.

The German Minimum Standard (VerpackG) adds further context to the idea of packaging recyclability; “the ability to substitute virgin material in applications typical for that material after undergoing recovery processes available on an industrial scale”. 

Therefore, achieving packaging recyclability means not only ensuring the technical recyclability of the material, but also having the infrastructure in place to ensure the recycling of that material in practice. Laws and regulations can support this effort as well as influence the packaging recyclability and packaging waste management implemented in a given country.

Here the challenge arises: Waste management infrastructure is implemented differently around the world which is the case even between European countries. Consumers, brand owners, and decision makers are left confused due to the lack of standardisation and availability of information. 

A big task

The challenges concerning the true recyclability of packaging materials are wide ranging. Let’s take the simple example of a shampoo bottle with a label. In many cases, the label is made of a different material than the bottle – which is not a problem for the recycling process if the label does not hinder the detection of the polymer the bottle is made from and can be washed off in the recycling process. Certain design for recycling guidelines requires adhesives used for the labels to be water-soluble at less than 40°C. This is around the same temperature the water reaches in the shower. Therefore, producers find themselves in a trade-off between increasing recyclability of their packaging and user-friendliness for the consumer.

The technical recyclability of a packaging component is one aspect that consumers will have limited insight to, unless communicated. Other aspects are linked to an ever-changing landscape of legislations and regulations, as well as the infrastructure for collection, sorting and recycling which can vary between each country. Understanding these country-specific requirements in this dynamic environment makes it difficult for companies to design their packaging to be recyclable in all target markets. In consequence, having to prioritise markets and finding the largest intersection is often the result.

The big challenge for brand manufacturers, retail chains and packaging producers, however, is that the country-specific regulations on recyclability vary greatly. This means that it takes a lot of time and effort to keep track of current changes and evaluate recyclability. Maintaining an overview internationally is incredibly time-consuming and currently must be borne by companies themselves.

Country-specific differences

When we talk about infrastructure, we refer to the facilities and systems which support waste management at a country, regional or community level. The implementation of waste management infrastructure has a high degree of variability not just at a global level but even differences are found within countries.

In France, for example, plastic packaging waste is collected with paper/cardboard waste in the same bin or container. In many other European countries, plastic packaging is collected with metal packaging in one bin or container and paper/cardboard packaging waste is disposed of separately by the households.

In the UK, for example, the collection of packaging is not consistent between the municipalities, and new solutions are introduced like a front of store collection system where consumers can bring their flexible packaging waste to the supermarkets for recycling.

The following steps of sorting and recycling packaging waste are just as different in various countries. Designing a packaging to fit all markets and ensuring that the packaging type and material will enter a recycling stream is accordingly a big challenge as the differences need to be known by producers. 

Incentives to transition

The topic of the climate and environment is not the problem of one country, it is the concern altogether. Target 12.5 of the United Nations’ 17 goals towards sustainable development calls out, “by 2030, substantially reduce waste generation through prevention, reduction, recycling and reuse”. The EU Waste Framework Directive sets the concepts and definitions related to waste management, including definitions of waste, recycling, and recovery. These goals and directives are eventually transposed into national laws and regulations which contain legally binding targets and policy.

These policies can provide guidance for companies to reach the goals 
set at a European level and transition to a circular economy. However, much more is needed to create the right incentives and, just as importantly, national laws and regulations should be more harmonised. Nevertheless, incentives exist already, increasing for instance financial pressure to design packaging to be recyclable.

Most recently in April 2022, the UK introduced a Plastic Packaging Tax (PPT) based on recycled content used in packaging. This naturally creates a demand for recycled plastic material and as a result investing in the infrastructure that supports the wider industry to collect plastic packaging and effectively recycle it. Not every country has implemented such a tax, but it is under consideration by other countries to help contribute to the national recycling targets.

In line with the in-troduction of plas-tic taxes, the eco-modulation of Extended Producer Responsibility (EPR) fees incentivises the recyclability of pack-aging. Country-specific rules lead to higher costs if a packaging is designed in a way that it obstructs the recycling process.

Coming back to the example of a shampoo bottle with a label; if the label covers a certain percentage of the bottle or if a full sleeve is used without perforations, the packaging is classified as being obstructive in Belgium and the EPR fee rate might be ten times or even higher depending on the material of the bottle. Turning this around means that designing for recycling opens up cost optimisation potential making recyclability financially attractive.

Solving the challenges 

The described challenges can hinder a fast transition to a circular economy of packaging. Nevertheless, different bodies, including manufacturers themselves, are actively working on solutions. To create transparency in the international recyclability environment and to promote the circular economy through digitisation, a software which creates transparency in the complex field of international packaging recyclability, can help.

Centralising country-specific knowledge on recyclability requirements, waste infrastructure, EPR fees and plastic taxes, the software helps companies design their packaging to be recyclable, achieve and track targets in the field of circular economy and ensures the user is well informed with the ‘why’ and not just the ‘what’.

One example of the impact of a digital solution in the complex field of recyclability is a project with a cosmetics producer: This company procured packaging for a shampoo and the components used were a dark coloured plastic bottle and a pump containing multiple materials ranging from metal and plastic. With the help of the software, they screened the packaging portfolio and discovered that this shampoo bottle was considered non-recyclable in many of their target markets. By trailing changes directly in the software, they could quickly iterate a new packaging solution which was not only better for recyclability but helped them reduce material use as well.

Conclusion

International recyclability of packaging is challenging to many companies, including the cosmetics industry. One thing we know for sure is that pretending there is not a challenge or not trying because it is difficult will not solve the prob-lem of waste in our world. Innovating, creating transparency for companies as well as consumers and working together on harmonising the field of recyclability will be essential to the journey towards a circular economy.