Professional Documents
Culture Documents
More Is Less EAFA
More Is Less EAFA
Contents
Concept: ‘More is Less – Better Packaging Efficiency
Saves Resources’
4 Executive Summary
6 The Debate: Packaging & Sustainability
8 The Problem with Defining ‘Sustainable Packaging’
10 Consumer Perspectives and Expectations
14 Ethical Purchasing
16 Shining a Light into the Darkness
18 The Bigger Picture: The Problem of Food Waste
22 The Holistic View
24 Foil for the Future
32 The ‘More is Less’ Vision
Executive Summary
Aluminium foil has been used in packaging been designed to contain. Moreover, in such
solutions for almost a hundred years. As a rapidly changing world, ‘sustainability’
a material it is both efficient and effective must be a journey, not simply a destination.
in protecting and preserving its contents. Ultimately, more ‘sustainable packaging’
However, the packaging world has evolved means that there is less wastage of
dramatically over the last century. The resources and that fewer greenhouse gases
packaging industry now faces a number are produced. This directly subverts the
of sustainability challenges. This report established environmental mantra of ‘less
demonstrates that a ‘More is Less’ vision is more’.
for packaging, in which more appropriate
packaging means less wastage of resources, As a result of this complexity, consumers
is a compelling argument that manufacturers, are confused. They are concerned about
packagers and, last but not least, consumers ‘over packaging’ and its perceived link with
need to engage with. environmental issues such as climate change.
The increase in this kind of systems thinking
Much attention has been focused on defining has helped fuel the recent growth in ethical
‘sustainable packaging’ in terms of the consumption. However, a lack of awareness
materials used; how they are sourced and about the role packaging plays in the food
either recycled, recovered or disposed of. But chain, before it reaches the consumer, has
this approach does not address the fact that reinforced a picture of unnecessary and
smart packaging solutions are vital for the unsustainable packaging. While only a small
efficient supply of goods, minimising spoilage minority of consumers worry about the
and wastage of valuable food and therefore amount of food they waste, most people are
contributing to major resource savings. worried by the amount of packaging they are
forced to dump.
Definitively ‘sustainable packaging’ simply
does not exist. This is despite efforts to define Yet consumer demand for convenience
it through its effectiveness at protecting culture, specialist gourmet foods and
product contents and the material efficiency unseasonal produce often necessitates more
through which this is achieved. In fact, packaging. Currently, very few consumers
too much emphasis has been placed on link up their concerns with their purchasing
the materiality of packaging itself, and not decisions; a tension that can only be bridged
enough on the relatively small role it plays by a greater awareness of the meaning of
in the overall lifecycle of the packaging ‘sustainable packaging’. It is important that
and contents combined. More appropriate consumers begin to appreciate the real
packaging provides better protection to and tangible environmental benefits that
valuable food products and ultimately saves appropriate packaging delivers. Only then
resources. The sustainability of packaging might better-informed consumers realise
can only be measured against its effect on that more packaging, that cuts food waste,
the wider lifecycle of the product that it has is actually a good thing, not simply an
5
alufoil.org
The Debate:
Packaging & Sustainability
“What do you mean there’s no such
thing as sustainable packaging?”
As both corporate and consumer awareness Whilst the packaging trade itself is
and engagement on sustainability continues becoming much more aware of these
to rise and mature, the debate over what complexities, the public debate is
constitutes appropriate packaging has over-simplified, and it is here that
become increasingly polarised. On the one most misunderstanding occurs. A few
hand, there is a simplistic view that packaging programmes, such as the UK Waste
is generally bad: that the only ‘sustainable’ Resources Action Programme (WRAP)’s
types of packaging are those seen as easily ‘Courtauld Commitment’, have taken a more
recyclable or compostable. comprehensive view by aiming to reduce
waste from both food and packaging. This
This report demonstrates that, in absolute acknowledges that less packaging does not
terms, there is no such thing as ‘sustainable necessarily automatically equate to less waste,
packaging’. ‘Sustainable packaging’ must especially when food waste is considered.
be considered in context, as it does not exist WRAP’s work aims to raise awareness
in its own right; it actually exists only in the amongst and directly influence consumers, as
context of the product for which it has been well as engaging with suppliers and retailers.
conceived. There is very poor understanding
of the contribution of smart packaging to Non-Governmental Organisations (NGOs)
sustainable consumption and production understand the importance of traceability
in the food chain – particularly regarding and ethical sourcing. However, their focus
packaging’s role in reducing food waste. has been on the materiality of the packaging
itself, not the contents inside nor the full
Tensions therefore exist between an lifecycle (including the use and disposal
instinctive, one-dimensional view of packaging phases). From this material perspective,
that focuses largely on the materiality of the what is vaguely addressed as the market of
packaging itself, and a more sophisticated ‘sustainable packaging’ seems to be growing
perspective. The latter view sees it as a key faster than the mainstream. Indeed, most
instrument of sustainability in the whole trade respondents identified it as a major
lifecycle of both packaging and contents. In focus1.
seeking to push towards greater sustainability,
it is vital that all stakeholders along the This market is predicted to grow in the
food value chain, from agriculture to end coming years, and at a significantly faster rate
consumers, appreciate the nuances of this than the packaging industry as a whole, as
debate. Otherwise, there is a very real danger recent research indicates2.
of opting for simplistic and isolated solutions
that may ultimately increase the overall
environmental impact of the supply chain.
alufoil.org
The Problem with Defining
‘Sustainable Packaging’
“It’s a journey…
not a destination” Key elements of
‘sustainable packaging’
‘Sustainable packaging’ in its own right does
1.
not exist. It is important to consider how it
contributes to sustainable consumption and
production: in this sense, the underlying
principle for sustainability is that it is a Effectiveness of packaging
continuous process. that “adds real value to society
by effectively containing and
The European Organisation for Packaging
protecting products as they
and the Environment (EUROPEN) and the
Efficient Consumer Response Europe (ECR move through the supply chain
Europe) have applied this principle in a and by supporting informed and
collaborative approach to position packaging responsible consumption.”
in the sustainability agenda3.
2.
This is because packaging makes a valuable
contribution to economic, environmental and
social sustainability by protecting products, Efficiency of packaging that uses
preventing waste, enabling efficient business “materials and energy as efficiently
conduct and providing consumers with the as possible throughout the product
benefits of the products it contains.
lifecycle. This should include
material and energy efficiency
in interactions with associated
support systems, such as storage,
transport and handling.”
alufoil.org
Consumer Perspectives
and Expectations
“So the packaging isn’t
useless after all”
European consumers are concerned about This scheme requires manufacturers to
‘over packaging’ – or, more precisely, they contribute to the costs of recycling and
perceive packaging waste as a driver of recovery, thereby incentivising the avoidance
environmental degradation and excessive of ‘over packaging’; it is also an essential
land filling of rubbish. This concern may requirement under EU law, which explicitly
depend on the reality of over packaging’ rules out ‘over packaging’.
in different European markets, consumer
perception and understanding of the role of The recent results of a study on consumer
packaging. What consumers and decision- concerns show modest levels of concern in
makers often perceive as ‘over packaging’ Germany (32%) compared with the UK (60%),
is what seems not to be essential for their where ‘over packaging’ has been the subject
direct relationship with the product. However, of media attention and NGO campaigning: a
they would probably think differently if they fact supported by another piece of research,
considered the full lifecycle of the product and which found that 82% of UK consumers were
understood the impacts at each phase. concerned with the impact of packaging and
79% thought goods were over packaged; this is
Consumers label any packaging that appears up from 68% in 19974.
useless to them as ‘over packaging’. Showing
the consumer what role the packaging has
played before it reaches them would prevent
the perception of ‘over packaging’ and enable
the customer to engage with the idea of the
product’s lifecycle.
4 INCPEN, 2008
5 WRAP, 2008
11
figure 1.1
PROPORTION OF CONSUMERS
CONCERNED ABOUT ‘OVER PACKAGING’
alufoil.org
There is therefore a societal challenge on how
to inform consumer perceptions about how Researchers at the University Miguel
best to reduce environmental impacts. These Hernández in Alicante and Murcia’s
lie not only in the lifecycle of the packaging San Antonio Catholic University found
itself but in the positive role that smart that a beverage carton with a thin layer
packaging can play in the whole lifecycle of aluminium foil maintains the quality
of the product, which includes both the of orange juice for more than 90 days,
packaging and contents. whereas the equivalent carton without
aluminium had a shelf-life of only
In this context, the perception of ‘over 54 days.
packaging’ becomes a tricky knot to untie.
Supermarkets are the ‘front line’ for consumers BELTRÁN-GONZÁLEZ ET AL, 2008
on packaging, and they are increasingly vocal
about their customers’ demands. These
demands tend to be for less packaging “That green message should be
and more sustainable practice, without very clear and visible on the product
acknowledging the potential conflict between itself, for immediate and unflinching
these competing aims. There is little public acceptance. It pays to be eco-obvious
understanding of the role packaging plays in and the reward is market share.”
minimising food waste, or indeed how serious
the food waste problem actually is. The right DENNIS SALAZAR, 2009
use of the appropriate material packaging can
make a huge difference to food wastage.
6 Datamonitor, 2007
7 Nielsen, 2008
8 INCPEN, 2008
13
alufoil.org
Ethical Purchasing
figure 2.1
SEVEN IN TEN EUROPEANS BUY ETHICALLY
Environmentally
24% 22%
friendly
alufoil.org
Shining a Light into the Darkness
RICHARD GIRLING
(THE SUNDAY TIMES), 2009
ANDREW PARRY
(PACKAGING NEWS), 2010
alufoil.org
The Bigger Picture:
The Problem of Food Waste
“I shock myself with how
much food I throw away”
Food waste is a serious issue in the EU. greenhouse gas emissions, and avoidable
Across Europe, food waste from households food waste is associated with the generation
reaches approximately 71 million tonnes a of millions of tonnes of greenhouse gases14.
year, at a cost of €90 billion in wasted food
alone (not including disposal costs). In the For example, on average, every tonne of food
UK, for example, nearly seven million tonnes and beverage waste generates 4.2 tonnes
of household food waste is produced every and 1.5 tonnes of greenhouse gas emissions,
year, with consumers throwing away up to a respectively15.This includes the direct
third of the food they buy. Four million tonnes emissions caused by food waste (through
of this waste also represents food that could transportation of waste and its decomposition,
have been eaten; nearly two thirds of it is from which releases methane), but not the far
‘left and unused’ food12. bigger ‘embodied’ greenhouse gases emitted
in the production, processing and distribution
It is important to consider this wider picture of the food itself.
of resource wastage when assessing the
environmental impacts of packaging. As figure
4.2 shows, packaging is just one part of the
food cycle.
figure 4.1
Throughout a product’s lifecycle, packaging
plays an important role in reducing Million tonnes of food
environmental impacts through functions produced IN EUROPE
such as preventing spoilage, creating
convenience, regulating portions and Euros per household of
reducing waste. avoidable food waste IN EUROPE
figure 4.2
PACKAGING AS PART OF THE lifeCYCLE of food
RECOVERY
RECYCLING &
ENERGY RECOVERY
alufoil.org
in UK cars taken ofF the road
One source indicates that there is a highly valuable food through appropriate packaging
negative correlation between the amount of applications. Once again, this is not
packaging and the amount of food waste. necessarily about more packaging, but better
Porter, in The Economics of Waste, draws on the packaging, and more appropriate protection
examples of Alter and Palli, as well as research that ultimately saves resources.
done by the World Health Organisation, which
claims that in the developing world, between a
third and a half of food decays before reaching
the consumer. Porter’s own research states that
in the developed world, this figure is between
2% and 3%, largely due to smarter packaging
and refrigeration17.
alufoil.org
The Holistic View
The diagram represents the impact of foil- in this case, from preparing too much coffee.
based flexible packaging in relation to its Portion packs can save a lot of resources
wider role in the protection of the resource and increase sustainable consumption,
it holds. As the diagram shows, only a small representing a major efficiency benefit in the
percentage of the total impact comes from the way the product is used. Using the same scale
packaging. The majority impact comes from as the previous diagram, the following diagram
the boiling of the water and the production shows the percentage impacts from a single-
of the coffee itself. A proportionately small serving stick pack of black coffee.
investment in packaging saves a large amount
of greenhouse gas emissions in the context figure 5.2
of the overall product lifecycle.
Lifecycle Greenhouse Gas Emissions
For a cup of coffee brewed with instant black coffee
For coffee, the full lifecycle comprises (total 91 gRAMMES CO2-equivalent)
the growing, sorting, roasting and further
processing up until retail. It also includes
the brewing impacts, such as transportation coffee production
38%
and electricity. This makes it clear that the packaging
production of the coffee itself has the highest transportation
share of all considered environmental impacts. hot water brewing
In the illustration, only the greenhouse
gas emissions are shown; however, the 45%
observations are backed up by all relevant
aspects.
alufoil.org
Foil for the Future
Increasing Convenience:
The role of alufoil containers
alufoil.org
Throughout the supply chain and during As the graph shows, a far smaller amount
disposal, aluminium remains a versatile of material is needed in 2008 than was
resource. For aluminium packaging required in 1974 to perform the same role,
(packaging with aluminium as the dominant with both yoghurt lids and confectionery
material, e.g. beverage cans or alufoil obtaining a significant 40% reduction in
containers), the estimated average recycling packaging material. This is due mainly to
rate in Europe is above 50%21. However, the progression of packaging technology
the amount of aluminium packaging that is and the increased use of smart materials
effectively recycled depends greatly upon such as aluminium foil.
individual national requirements, the specific
application and the efficiency of the collection
schemes; because of these factors, national figure 6.1
rates vary from 30% to 80% or more DOWN GAUGING:
Material optimisation for same function
across Europe.
1974
Aluminium foil applications which are not
2008
collected for recycling are increasingly 100
100
processed in incinerators. The thin laminated -28%
foil fraction is oxidised and recoverable energy 80
80
20
20 -40% -35%
used for recycling purposes. Recycling of
aluminium in either way requires up to 95% 00
less energy and subsequent greenhouse gas
er
ds
ch s
ta r
lliids
es
n aine
ou e
err
ctoi n
rrtt
co ont
ffe u
uhu
nfeti
co po
c
co c
og
ygh
ee
yo
ff
co
21 EAA, 2009
figure 6.2
Barrier Acts as an absolute barrier to light, gases and Extends the viable life of products for many
Function moisture and therefore provides perfect preservation months – even years – at room temperature. This
of aroma and product characteristics. prevents spoilage and provides energy savings as
products can be preserved for long periods without
the need for refrigeration.
Mechanical Uniquely light yet strong, foil’s ‘deadfold’ Mechanical properties like deadfolding allow
characteristics allows it to wrap products tightly for continuous preservation, minimising the need
and without any glue or other sealants. for sealants. Food waste is prevented through
portioning, portability and preserving leftovers.
Surface Can efficiently be laminated with other materials, Thin laminates, rather than bulky packaging,
Structure thus combining the complementary properties save valuable raw materials while less weight
of the flexible packaging substrates for improved means a more efficient supply chain during
overall performance and making thinner and after use. Space efficiency in storage and display
laminates possible. further enables cost savings.
Lightness and Highly efficient weight: the function ratio for Efficiencies in transport and storage result from lightness.
Space Economy provision of barrier effect (e.g. 1.5 grammes of Less weight to transport means a more efficient supply
aluminium per one litre fruit juice carton). chain – both during use and after use. Space efficiency in
storage and display further enables cost savings.
Heat Conductive of heat and able to withstand extreme The minimisation of processing, chilling and re-heating
Conductivity temperatures, foil is ideal for autoclaving and heat- times enables energy savings. Foil’s properties also
sealing processes. This protects product quality facilitate retortability, which increases resource savings
by minimising sealing times and evening-out the during packaging and filling.
temperature gradient.
Recyclability 100% recyclable infinitely, without any Recycling process requires 95% less energy than
loss of quality. primary production, equating to enormous emissions
savings. In cases when not recycled, incinerated,
oxidised foil releases energy that can be recovered
while any non-oxidised parts can be recycled.
Electrical High electrical conductivity enables high-precision, As thermal conductivity ultrasonic sealing helps
contact-free sealing, thus widening the application to save materials by minimising the seaming area
Conductivity range for efficient and fast filing technologies. and energy.
Reflectivity Reflects up to 98% of light and infrared heat. Low heat emissivity saves energy for cooling
or heating in both technical insulation and the
insulation of prepared food.
Multi-mode Allows food to be cooked or re-heated Helps save time and resources
Heating or by convection, microwave or fan oven during preparation.
or in ‘bain marie’ systems.
Cooking
Hygiene Foil is sterile – it does not harbour or promote Food lasts longer as well as retaining
and Safety bacteria – thanks to high-temperature annealing. nutritional quality.
This makes it safe for use with foodstuffs and
an ideal protection against tampering.
The savings that the physical properties of In this instance, when a laminated pouch
foil can create are exemplified in the use of is used, the weight impact of the packaging
light alufoil packages for beverages instead of drops from 52% to 6%. The weight impact
rigid and heavy packaging like glass bottles. relates directly to increased efficiencies in
Transport emissions are reduced significantly, transportation and storage. This results in
with drinks companies able to transport almost an overall improvement in environmental
twice as much product per truckload. This performance.
results in less fuel consumption, less traffic
and less burden on roads and infrastructure.
Reducing Food Waste:
Flexible packaging is delivered on rolls to the The role of household foil
food manufacturer, and is usually formed It’s not just the physical properties of
during the filling process into the final aluminium foil that help to increase resource
packaging format. This saves extra resources efficiency in manufacturing, transportation
in transportation before the packaging and packaging; it’s the role they can play
process, avoiding the expensive and in the wider impact of the food chain. At its
unnecessary transportation of air. simplest, this is through the use of foil as a
wrapping material to preserve leftovers in the
Figure 6.3 shows the difference in impact fridge and thus reduce plate-waste. At its
from packaging and beverage in the total most complex, this is foil’s role in minimising
weight when a drinks company uses a foil food waste in the overall food chain.
pouch rather then a glass bottle. Aluminium foil brings into play its properties
and proven efficiencies to help increase the
proportion of the product that reaches the
consumer in the desired condition.
figure 6.3
Transport efficiency savings
through lightweighting
for fruit-based drink - 0.2 litres
100 BEVERAGE
packaging
80
60
40
20
0
glass laminated
pouch
alufoil.org
figure 6.4
20
5%
2.3%
0 1.4%
Resource efficiency:
The role of aluminium foil
in butter consumption
According to various lifecycle Even in comparison to a family pack
analyses, large potential (0.3%), the relative contribution of
environmental impacts are associated the packaging to the overall impact
with the production of butter as a of the small butter pat is only 0.8%23
typical dairy product. These include (global warming potential). When this
harvesting of grain or fodder, the is considered in the context of what is
cow’s own methane emissions, potentially being saved by individual
the energy used in the mechanical wrapping (all the embodied energy
process of milking and butter and carbon, correct portioning and
production itself. Further impacts use, reduced spoilage), you can
then come from the subsequent quickly see how a strong case can
refrigeration and transportation. be made for ‘appropriate’ packaging
that protects the high-impact product
Family packs (250 grammes) are and ensures it is used most efficiently.
wrapped in foil laminate, a packaging This is especially true for the catering
solution that brings many advantages. industry for which these individually
Firstly, the foil acts as a barrier wrapped portions were developed.
against light, oxidation, moisture
loss and nutritional deterioration;
secondly, its ‘dead-fold’ properties
allow easy and efficient packing, and
the butter can be rewrapped. An
individually wrapped 15 grammes
‘pat’ of butter may seem an
unnecessary and avoidable piece of
packaging. However, if you take a
lifecycle perspective, a very different
picture emerges.
alufoil.org
The ‘More is Less’ Vision
Making sense of
sustainability in packaging
It is critical to position foil-based packaging • More barrier effect means less loss
as an effective and intelligent packaging of the nutritional and health benefits
solution for efficient protection and of food
resource saving. • More barrier efficiency and capability
means less use of packaging material
So, what might we achieve through a wider
• More mechanical properties (like dead-
roll-out of effective and appropriate foil
folding) means less use of secondary
packaging? What is the business case? What
packaging or glues and inks
might the real, tangible benefits be in terms
of food wastage avoided, and water and • More electrical conductivity means less
carbon saved? What might our ‘More is Less’ sealing or seaming energy and material
vision look like? • More convenience (through
portability and portioning) means less
By ‘More is Less’ we are not saying ‘more food wastage
packaging simply means less waste’.
33
alufoil.org
References
Advisory Committee on Packaging (2008): Girling, R. (2009): Eat Me… And Save the Planet.
Packaging in Perspective. The Sunday Times.
Co-operative Bank (2009): The Ethical INCPEN (2008): Public Attitudes to Packaging.
Consumerism Report.
James et al (2005): Sustainable Packaging: How
Datamonitor (2007): Consumer Attitudes Towards do we Define and Measure It? IAPRI Symposium.
Packaging: New Insights and Future Perspectives.
Metal Packaging Manufacturers Association
Datamonitor (2009): Sustainable packaging (2007): Marketing Managers Survey.
trend gathering pace.
Nielson (2008): Britain’s Ethical Shopper:
Deutsche SISI-Werke with IFEU (2002): LCA fruit Which way now?
juice drinks laminated pouch 0.2l, returnable glass
bottle, and beverage carton. Parry, A. quoted in King, D. (2010): Fresh
Produce: Bare Necessities. Packaging News.
EAA (2009): Activity Report.
Pike Research (2010): Environmentally
EAFA (2008): Gauge Reduction. Responsible Packaging for
Consumer and
Industrial Markets: Market Analysis and Forecasts.
ESU Services (2008): The LCA of packed food
products: The function of flexible packaging: Porter, R. (2002): The Economics of Waste
Coffee, spinach and butter. Washington: RFF Press.
ESU Services (2008): The LCA of Roast stored Salazar, D. (2009): Is Your Green Packaging
in Aluminium Household Foil. ‘Eco-Obvious’?
ESU Services (2009): The LCA of ready-to-serve Sustainable Packaging Coalition & Packaging
Lasagne Bolognese Packed in Aluminium Foil Digest (2008): Member and Subscriber Survey.
Based Packaging.
World Economic Forum (2010): Driving
European Commission (2009): The World in 2025, Sustainable Consumption, Value Chain waste.
Rising Asia and Socio-ecological transition.
WRAP (2007): Understanding Food Waste.
European Science and Technology Observatory
(2006): Environmental Impact of Products. WRAP (2008): Food We Waste.
Further Reading
Alter, H. (2006): The Origins of Municipal Solid INCPEN (2003): Packaging Reduction: Doing
Waste: The relations between residues from More with Less.
packaging materials and food. Washington: US
Chamber of Commerce. INCPEN (2004): Packaging: The Facts.
Cone LLC (2007): Cause Evolution & Jedlička, W. (2009): Packaging Sustainability:
Environmental Survey. Tools, Systems and Strategies for Innovative
Package Design. New Jersey: John Wiley &
DEFRA (2005): The Validity of Food Miles as an Sons, Inc.
Indicator of Sustainable Development.
Kemp, P. (2006): Over 100 years ago, nearly
DEFRA (2009): Making the most of packaging: all the food we ate came from less than a 20
A strategy for a low carbon economy. mile radius of our homes. What a different story
today. Headcorn Sustainability Group.
DuPont (2008): DuPont Solutions to Today’s
Trends for Sustainable Packaging. Kooijman, J. (1996): Environmental Impact of
Packaging Performance in the Food Supply
Euractiv (2009): Towards a recycling society. System. Journal of waste management and
resource recovery.
European Aluminium Association (2009):
Recycling. Stonyfield (2009): So why did we blow
our cover?
European Commission (2004): Food for
thought – using the unusable.
alufoil.org
Am Bonneshof 5
40474 Düsseldorf
Germany
www.alufoil.org
Produced by