Shaping the future of packaging
Interview with Paolo Maggi, Managing Director and President of Tetra Pak South Europe.
Consumer communication, packaging design, sustainability, new lifestyles and consumption are some of the keywords that characterise Tetra Pak's global strategy. In this interview, Paolo Maggi offers a broad perspective on the global packaging market, exploring emerging trends and regulatory constraints that, together with growing consumer awareness, are driving innovation in the creation of next-generation packaging solutions.
Following the PPWR vote, the market is looking at the legislation as both a benchmark and a target. How do you assess the new regulatory framework?
“We have been closely monitoring the PPWR process since its inception,” Maggi began. “What I believe is most important is a clear understanding of the impact that executive decisions can have on different markets. This is an issue on which we are actively engaging stakeholders at both national and European levels to ensure they fully understand the significance of the new legislation for the packaging and food supply chain. For this purpose, we maintain ongoing dialogue with a wide range of stakeholders – from processors to distributors, including large-scale retail chains – while also keeping in mind the end users, i.e. consumers. The impact of policies related to single-use plastics varies by product category, but what is evident is that the PPWR places the responsibility on large retailers. This is why consumer engagement is needed. The findings of Nomisma's Osservatorio Packaging del Largo Consumo 2025 clearly underscore the role consumers play in driving demand for sustainable packaging. In fact, 75% of consumers view the eco-friendly qualities of packaging as a key factor influencing their purchasing decisions. Given Tetra Pak's role in the food supply chain, we are the first to support paper-based packaging, investing €100 million in R&D as part of a focused effort to develop increasingly sustainable packaging materials and design solutions. In fact, we are working towards a simplified packaging design that combines functionality and sustainability, with the aim of reaching a 90% paper-based composition using renewable resources.”
With this in mind, which product from your extensive range best reflects the company's commitment to sustainability?
“Tetra Recart is our response to growing consumer demand for more sustainable packaging,” Maggi continues. “We must offer packaging solutions that guarantee food safety while minimising environmental impact. Tetra Recart not only meets sustainability standards but also delivers a range of functional benefits: it's easy to open without scissors, offers an extended shelf life, and improves transport and shelf efficiency thanks to its lightweight, cube-efficient design. These qualities help further reduce emissions while offering practical benefits for both retailers and consumers. In addition, the pack's large surface allows for clear communication of product details and packaging information.”
Speaking of consumer communication, the passage to labelling is inevitable...
“Tetra Pak has developed a digital printing technology that improves print quality, introducing traceability systems both upstream and downstream along the supply chain. This enables us to assign a unique identity to each individual pack, whether for marketing customisation or product traceability, which we can track from the processor to the distributor. Today, we are able to trace the journey of each individual product down to its production batch, bringing us ever closer to consumer's expectations and applying traceability standards typically seen in the pharmaceutical industry.”
A global multinational has a broad perspective on the geopolitics of packaging. What trends are emerging in the markets where you operate?
“Our vantage point is truly global, as we operate in 160 countries,” continues Paolo Maggi. “That's why we invest a lot of time and resources in monitoring trends among customers, consumers and distributors. Two key trends stand out in terms of products and solutions. The first concerns FSN products, i.e. functional, nutritional, protein-enriched offerings. This trend is also evident in our market, with enriched milk and yoghurt serving as key examples – part of a broader category of products aimed at consumers looking for high-protein options. It's a trend that is reshaping the eating habits of Italian consumers, introducing new ones or expanding existing ones. Take milk, for example. Once primarily associated with breakfast, it is now consumed throughout the day and increasingly on the go, prompting the need for innovative packaging formats. In response to these new lifestyles and consumption habits, we have introduced 200 to 300-ml formats specifically designed for straw-less consumption. For 200 ml juice products in particular, we have implemented macro-injection technology that enables the creation of straw-less packs that are not only more sustainable but also visually appealing. A second trend is the shifting demographic landscape, with smaller households driving demand for smaller portion sizes and, in turn, packaging solutions that are both functional and increasingly sustainable.”
