Delivering on the paper-based trend for confectionery

Our consumer research uncovered that consumers expect ALL packaging to be recyclable, and many perceive paper-based packaging as a natural, easy-to-recycle solution.

However, while paper-based packaging is appealing, its use for many foods and other sensitive products remains limited today because the market lacks a high-barrier, recyclable paper-based solution. Solving this packaging innovation challenge is one that Amcor’s experts are about to turn from ambition to reality.

Consumer perception of paper-based packaging

We surveyed consumers in four European countries about their perceptions of different confectionery packaging options. When polled, 80% of UK respondents perceived Bio-based PE and paper packaging as new and different. In Germany, 73% of respondents said that a paper wrapper for a chocolate bar was more distinctive. And when presented with a 20% higher price for a chocolate bar wrapped in paper, Italian consumers said they have a greater purchase intent for the paper-wrapped product versus the less expensive product in a standard plastic wrapper. So why does paper packaging have this impact on confectionery consumers?

In a 2020 study by the PEW Charitable Trust 51% of UK consumers who said they preferred paper believed it to be an easier form of packaging to recycle.

The aesthetics of paper packaging also play into its appeal with the fact that it comes from a natural and renewable resource. In our research findings, this was particularly clear in UK, France and Italy where Bio-based PE (derived from sugar cane) and paper-based packaging have a greater impact on purchase intent, overall appeal and the perceived trustworthiness of a brand. In fact, to differing extents, in all four countries surveyed paper scored as the most preferable confectionery packaging solution.

Why does paper packaging still pose a challenge for many segments of the food industry?

While the data supports consumers’ positive perception of paper, the reality of paper’s performance for many food products falls short.

In its natural state, paper is a porous material with almost no barrier properties. Past innovations have led to the use of recyclable paper-based packaging for low to mid-barrier applications. However, many packaging applications for grocery products require high moisture and oxygen barriers to maintain the product’s shelf life and preserve freshness.

This means paper-based packaging needs to have additional barrier layers applied, which often makes the packaging non-recyclable. Additionally, the majority of countries require paper-based packaging to contain at least 80% paper fiber to meet recycling requirements, so not only must a barrier layer not interfere with recycling, it also needs to be very thin.

Is high-barrier paper-based packaging for snacks and confectionery a viable solution?

To be a viable option, paper-based solutions for many foods will need to meet specific criteria. This includes the necessary high barrier for water (moisture) and oxygen, as well as grease resistance to prevent fats and oils in the food from transfering through the packaging or deteriorating the packaging over time. And of course paper-based packaging should be recyclable, which in most countries means meeting the minimum 80% paper fiber content requirement.

An emerging paper-based solution

To help answer all the above needs in just one solution, Amcor is developing an innovation that can revolutionize paper-based packaging for products that need a high barrier - such as snacks, chocolate, coffee and more.

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