Packaging? Preferably sustainably!

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Around 20 million tonnes of packaging waste were generated in Germany alone in 2021, more than ever before. The mountain of waste grew, especially during the coronavirus crisis. One of the reasons for this was the increasing consumption of takeaway packaging such as coffee-to-go cups, plastic trays etc. Even if sustainable packaging solutions are becoming more of a focus, current figures show a change: while 83 per cent of consumers were still willing to pay more for environmentally friendly packaging in 2021, this figure had fallen to 64 per cent by 2024. According to the management consultancy Simon-Kucher, the reason for this is that sustainability is now often seen as standard and no longer as an extra that justifies a surcharge.

What is sustainable packaging?

There is no universal definition of sustainable packaging. Many factors play a role, such as the use of recycled and recyclable materials and a low carbon footprint of the packaging as a whole - from production to disposal. But what counts for consumers? According to the ‘Sustainable Product Packaging’ study by Simon-Kucher in 2024, it is primarily visible properties: 56 per cent prefer recyclable packaging, while 51 per cent opt for biodegradable or recycled materials. Unpackaged products are also particularly popular, with 55 per cent of those surveyed favouring them. The carbon footprint, on the other hand, is less relevant, although it plays a key role from an environmental perspective. A bag made from renewable raw materials is not necessarily sustainable if the material is produced overseas and transported halfway around the world.

METRO's packaging balance at a glance

METRO is focusing on sustainability in its packaging strategy: in financial year 2023/24, the wholesaler saved around 1,843 tonnes of plastic packaging. Around 68 per cent of own-brand packaging is already recyclable, reusable or home-compostable - a clear step towards more environmentally friendly solutions. The proportion of own-brand plastic packaging that can be recycled is 7 per cent, while the proportion of paper, cardboard and wooden packaging is already around 64 per cent.

👉 See the METROs Packaging & Plastic Report

Is packaging really necessary?

‘Blanket demands like “Paper, not plastic !” don’t help,’ says Carolina Schweig, who works at her engineering office outside Hamburg to develop sustainable packaging concepts. ‘The point is to choose the appropriate material with the greatest benefit and the least environmental impact, according to the product and purpose.’ The first steps in the right direction, in her view: ‘Everyone should ask themselves if the packaging is really necessary. If it is, can it be made smaller, thinner or lighter? Is it recyclable? Is there a viable reusable solution instead?’

This is what the future of packaging looks like at METRO

METRO is examining how packaging can be designed as sustainably as possible for all own-brand products. By 2030, own-brand packaging should be recyclable, reusable or even home-compostable. The proportion of recycled plastic in own-brand packaging will also increase significantly - to 30 per cent. And for paper, cardboard and wooden packaging, the following applies: only certified or with at least 70 per cent recycled content. Problematic materials such as PVC and EPS will no longer have a place in the product range in future.

What packaging solutions are there for restaurateurs?

To boost the recycling of packaging, the European Union is promoting the circular economy (see info box). Since 2023, restaurants, bistros and cafés in Germany must therefore also offer reusable packaging for takeaway food or drinks - as stipulated by the Packaging Act . Carolina Schweig suggests: ‘Restaurant owners should join forces and set up reusable packaging networks.’ She is convinced: "Restaurateurs who switch to sustainable containers can distinguish themselves as pioneers in the market and thus retain and attract customers. This makes eco-labels such as the ‘Blue Angel’, which make it easier for consumers to find their way around, all the more important.

Circular instead of disposable: what the EU wants to change by 2050

In March 2022, the EU adopted the first package of measures on the circular economy. The aim is to extend the life cycle of products: through better design, recyclability and less waste. This should enable consumers to make better sustainable purchasing decisions. Stricter environmental standards are also planned for packaging in future so that materials remain in the cycle for as long as possible and are not disposed of unnecessarily.

How METRO countries are reducing packaging waste

METRO has the strategic goal of reducing plastic in own-brand packaging - in all METRO countries. Increasing the proportion of recycled content, phasing out the use of substances of concern, promoting the packaging cycle and a commitment to paper, cardboard and wood as alternative materials are all part of the packaging initiative.

More recycling for herbs: At METRO Turkey, 80 per cent of the packaging for METRO Chef herbs is now made from recycled material. This conserves resources and brings fresh herbs to the shelf in sustainable packaging.
New packaging for sweet classics: Instead of PVC, RIOBA jams in Germany are now packaged in recyclable PP (polypropylene), which is more environmentally friendly and easier to recycle.
Reusable solution for dairy products: METRO Hungary uses reusable trays for METRO Chef and FINE LIFE sour cream – a practical approach to reducing single-use packaging in the refrigerated section.
Cutting plastic in the beverage aisle: ARO juice bottles in Slovakia now consist of 30% recycled plastic – a step towards greater circularity in the beverage assortment.

To what extent is METRO committed to sustainable packaging?

At METRO, packaging is more than just the trappings: it ensures the quality and freshness of the products and actively contributes to sustainability. This is precisely why METRO supports the new EU packaging regulation (PPWR) and favours sustainable packaging solutions. A look at the fruit shelf shows what this looks like in practice: METRO Chef organic lemons are sold here in plastic-free packaging. The ‘Plastic free’ label on the packaging makes the environmental benefits visible to customers. METRO is also leading the way in recycling: deposit systems for disposable packaging such as bottles and cans are already in place in several countries. They help to keep materials in circulation and avoid packaging waste.

How do we want to package that? Preferably sustainably!

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