The latest edition of Packaging Europe’s Sustainable Packaging Summit, often referred to as the Davos of packaging, took place at the Jaarbeurs in Utrecht from 10 to 12 November 2025. This year’s event attracted a record attendance of 854 delegates, 142 speakers and 89 exhibitors. The summit has established itself as an international platform dedicated to driving sustainable transformation across the packaging industry, bringing together stakeholders from all parts of the value chain. In 2025 its international reach expanded further, with participants joining from countries including Ethiopia, China, India, Australia and Brazil, alongside a broad European presence. The programme combined high-level policy discussions with practical industry insights, reflecting the sector’s efforts to align innovation, regulation and investment in the transition towards more circular packaging systems.
The newly enforced Packaging and Packaging Waste Regulation (PPWR) was a dominant theme throughout the summit. Its implications for industry, national authorities and recyclers shaped many of the discussions in conference rooms and informal exchanges alike. Delegates focused in particular on the need for legal certainty, clarity on upcoming secondary legislation and guidance, and the impact of new obligations on investment decisions. The regulation’s role in accelerating Europe’s circularity was repeatedly underlined against the backdrop of the EU’s current 12% circularity rate, which speakers noted must increase substantially if the region is to meet its long-term environmental and economic objectives.
High-level dialogue with the European Commission
One of the central highlights of the summit was the participation of Jessika Roswall, European Commissioner for Environment, Water Resilience and a Competitive Circular Economy, in a panel discussion alongside senior representatives from Amazon, Mondelēz, Heineken, Europen and Systemiq. The panel addressed questions from the audience concerning legal certainty, administrative burden and investment conditions under the PPWR. In her intervention, Roswall acknowledged the scale of the challenge, stressing that Europe’s current 12% circularity rate must rise and that further work is needed to clarify how the regulation will be implemented in practice.
According to the Commissioner, the European Commission intends to continue engaging closely with industry and civil society as it refines the regulatory framework. She indicated that additional clarification will come through forthcoming measures, including an expected omnibus act related to the PPWR. Emphasising the link between resource efficiency and competitiveness, she stated: “We need resources to put into wealth, not waste. Use entrepreneurship and innovation to strengthen Europe.” Her remarks reflected the broader tone of the summit, in which regulatory ambition and industrial feasibility were treated as interdependent rather than opposing priorities.
In another session, attention turned to the specific timetable and scope of possible adjustments to the PPWR. A panel of industry representatives directly asked Wolfgang Trunk, policy officer at the European Commission, whether omnibus amendments would affect the regulation’s targets for August 2026. In response, Trunk underlined that the upcoming omnibus act would not immediately rewrite the targets but would instead initiate discussions: “We reassure you that the omnibus will only be the start of the negotiations and co-decision procedure.” This statement was met with applause from the audience and was interpreted as a signal that there will be opportunities for dialogue during the legislative process, even though the overall direction of travel towards higher circularity remains unchanged.
Material choices, innovation and long-term roadmaps
Beyond the focus on regulation, the summit showcased a broad spectrum of technological and business innovations. Dedicated sessions highlighted the role of start-ups in developing new solutions for sustainable packaging, including business models and technologies aimed at improving recyclability, reducing material use, and optimising reuse and refill systems. The programme also provided a forum for exchanging best practices across national and continental borders, underlining differences in market maturity, collection infrastructure and policy frameworks.
Several panels examined the respective opportunities and limitations of different packaging materials, including plastics, paper, metal, glass and biobased alternatives. Speakers explored the need for more consistent design-for-recycling criteria and better alignment between product specifications, collection systems and sorting and recycling technologies. Particular attention was given to persistent challenges, such as improving the recyclability of flexible plastic packaging and aligning packaging design with Extended Producer Responsibility requirements. Participants discussed how EPR schemes could play a more active role in funding infrastructure, guiding design choices and supporting higher-quality secondary materials.
Looking beyond the 2030 policy horizon, the summit addressed the development of industry-wide roadmaps that take into account technological, economic and regulatory uncertainties. Discussions covered investment in recycling infrastructure, the role of digital product information and traceability, and the need for cross-sector collaboration between brand owners, converters, material suppliers, retailers and waste management companies. By framing sustainability targets within long-term scenarios, speakers sought to identify pathways that could remain robust even as legislation evolves and market conditions change.
Throughout these sessions, the event reinforced its role as a meeting point where companies can compare approaches, assess emerging technologies and evaluate how global supply chains may need to adapt under tightening environmental expectations. The presence of exhibitors provided a parallel environment for practical demonstrations of equipment, materials and software linked to more circular packaging solutions, complementing the strategic discussions on the conference stages.
Industry engagement and outlook towards 2026
In his summary of the discussions, Tim Sykes, brand director at Packaging Europe, reflected on the dynamics observed during the summit. “One of my takeaways from listening to speakers is: it’s pretty clear that boardrooms aren’t going to be the main drivers of sustainability,” he said. “But we do have over 900 people at this event. That’s something we can mobilize. There are a lot of headwinds in industry and geopolitics, and doubts about whether business is as committed to some of its pledges as it was a few years ago – but seeing so many people come to an event like this is an encouraging sign for the industry.” His remarks underscored the importance of individual and collective engagement from technical experts, sustainability professionals and policymakers in advancing implementation on the ground.
The strong attendance figures and active participation suggested that, despite economic and geopolitical uncertainties, interest in sustainable packaging remains high across the value chain. For many delegates, the summit offered an opportunity to obtain first-hand information on the PPWR, to benchmark their own strategies and to identify potential partners for collaborative projects. The focus on both regulatory clarity and innovation pointed towards an industry seeking to reconcile compliance with long-term competitiveness.
Looking ahead, preparations are already under way for the next edition. The Sustainable Packaging Summit 2026 is scheduled to return to the Jaarbeurs in Utrecht from 10 to 12 November. Organisers are positioning the event as a continued platform for dialogue among brands, recyclers, policymakers, innovators, NGOs and academics, with opportunities for speakers, exhibitors, sponsors and delegates to engage with emerging topics and updates on the regulatory landscape. Interested stakeholders are invited to follow further information and registration details via the Sustainable Packaging Summit website, where they can also register their interest to receive notifications when registration opens.
