What 30 years of industry experience reveals about compliance, data and material choice
Packaging regulation is no longer something businesses can respond to retrospectively. It now plays a defining role in how packaging is designed, specified and governed, with direct implications for cost, compliance and brand risk.
This article is based on a recent interview with Lorraine Wilson, Packaging Consultant at environmental compliance specialist Valpak. With more than 30 years’ experience across manufacturing, retail and corporate responsibility, Lorraine has seen first‑hand how packaging has shifted from a cost‑led operational decision to a regulated, data‑driven strategic priority.
Drawing on her experience, this piece explores five keyways packaging regulation has changed, and what businesses need to get right now to avoid unintended consequences and stay commercially resilient.
- Packaging strategy is now shaped by regulation, not just cost
Thirty years ago, packaging decisions were largely driven by cost efficiency, shelf appeal and logistics. Sustainability and compliance, if featured at all, were secondary considerations.
Today, regulation sits alongside cost and functionality as a primary driver of packaging strategy. Extended Producer Responsibility (EPR), Plastic Packaging Tax, recyclability requirements and emerging reuse targets are directly influencing material choices, packaging formats and volumes.
For businesses, this means packaging can no longer be treated as a technical afterthought. Decisions made early, particularly around materials and design, now carry long‑term regulatory and financial consequences.
- Sustainability is no longer optional —it’s designed in from the start
One of the most significant shifts Lorraine highlights is how sustainability has moved upstream in the packaging design process.
Recyclability, recycled content and material efficiency are now considered at the design stage, not retrofitted later. Brands are increasingly reducing reliance on virgin materials, incorporating recycled content where appropriate, and exploring lightweighting to reduce environmental impact.
Consumer expectations have accelerated this shift. Recyclable packaging is now a baseline expectation in retail, with growing interest in reuse and refill models. However, these expectations are now reinforced by regulation meaning sustainability decisions must stand up to scrutiny, not just perception.
Data and traceability have become central to compliance
If there is one area where packaging has changed most dramatically, it is the importance of data.
Modern packaging regulation depends on accurate, consistent information about material composition, weight, recyclability and source. Requirements under EPR, Plastic Packaging Tax and certification schemes mean businesses must be able to evidence their packaging decisions with confidence.
Lorraine sees data gaps as one of the biggest risks facing businesses today. Inconsistent supplier information, unclear specifications and rapidly expanding product ranges can all leave organisations exposed, particularly when regulators or auditors start asking questions.
- Material choices are under greater scrutiny — and bias is a real risk
As sustainability pressure increases, Lorraine cautions against packaging decisions being driven by material bias, particularly the assumption that removing plastic automatically leads to better environmental outcomes.
In reality, switching materials can introduce unintended consequences, including increased food waste, higher transport emissions or greater water use. Packaging decisions are rarely simple swaps.
Best practice now involves evidence‑based assessment. Considering functionality, recyclability, weight, emissions and regulatory impact together. Tools such as SKU‑level data reviews and Life Cycle Assessments (LCAs) are increasingly essential to avoid well‑intentioned but counterproductive decisions.
- Regulation is becoming more complex — and more connected
UK businesses are now operating in a more complex regulatory landscape. Alongside domestic requirements such as EPR and the Recyclability Assessment Methodology (RAM), EU legislation, particularly the Packaging and Packaging Waste Regulation (PPWR), is increasingly relevant.
Under the Windsor Framework, many PPWR provisions apply in Northern Ireland, creating a dual regulatory environment for businesses trading across markets. As a result, many organisations are choosing to align with PPWR requirements more broadly to avoid running parallel systems.
Looking ahead, further changes are expected across labelling, reuse targets and deposit return schemes. Horizon scanning and early planning are becoming critical capabilities, not optional extras.
What businesses need to get right now
The clear message from Lorraine’s experience is that packaging decisions today must be:
- Data‑led, with clear ownership and traceability
- Evidence‑based, avoiding assumptions and material bias
- Cross‑functional, involving sustainability, procurement, operations and finance
- Future‑focused, anticipating regulatory change rather than reacting to it
Businesses that treat packaging as a strategic asset rather than a technical detail will be far better placed to manage risk, control costs and meet rising expectations.
Read the full interview with Lorraine in LoopedIn, Duo’s monthly LinkedIn newsletter sharing practical insight on packaging, sustainability, recycling and circularity.
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How Duo can help:
If you’re reviewing your packaging strategy or navigating new sustainability and compliance pressures, having the right partner matters. Duo supports brands with practical, performance‑led packaging solutions that evolve with regulation and consumer expectation.
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