December 17, 2021

From plastic to carton

How well do you know the consumers of tomorrow? Market research and analysis sees a clear trend: the proportion of consumers who actively engage in environmental protection and reduce their plastic consumption will increase significantly. According to industry analyst Kantar, the share of so-called eco-actives* has risen by six percentage points to 22 per cent since 2019. And by 2029, every second consumer will belong to this group.1 So now’s the time to be forward-thinking, and design products that will meet the current and future demands of this growing target group.
At Elopak, we have long been committed to replacing plastic packaging with more eco-friendly alternatives, such as the beverage carton. And we are proud of all our customers who are swapping plastic packaging for cardboard packaging and embarking on this journey with us – united in our desire for a world with less plastic.
1 Source: Kantar, Europanel, GfK - Who Cares, Who Does 2021?
* Definition of eco-actives: Shoppers who are highly concerned about the environment, and are taking action to reduce their waste. They feel an intrinsic responsibility to be more sustainable, follow the topic more actively and have greater awareness.

Did you know?

Worldwide, about 1 million plastic bottles are bought every minute
Half of all plastic products are thrown away after one use
Currently, about 300 million tonnes of plastic waste are produced every year - that's almost the weight of the entire human race.2
2 Source: unep.org/interactive/beat-plastic-pollution
“We see a growing community of sustainably conscious consumers actively searching for products that are packed in an environmentally friendly manner. The switch to Pure-Pak® cartons represents a climate-friendly solution made with raw materials from FSC™ certified or controlled forests, and they are fully recyclable, thus supporting a low carbon circular economy.”
Kees Geelhoedt, Key Account Manager Elopak Benelux

Data

Source: Kantar "Who cares?" Who does?" Report Issue 3, Sept. 2021 - kantar.com/campaigns/who-cares-who-does-in-the-fmcg-industry

Market Radar:

Elopak Content Ware Food Group

A company with „A-wareness“

A-ware produces and fills a vast range of fresh dairy products for leading discounters and supermarkets, including standard milk, organic and meadow milk, yoghurt drinks, buttermilk, and cream
Relaunch: Some whipped and cooking cream products are no longer packed in polypropylene plastic cups with aluminium lids, but in our 250ml and 500ml Pure-Pak® Mini cartons
Benefits: Growth in the portion pack and on-the-go segment, more pack facings on shelf and enhanced differentiation
More eco-friendly: Pure-Pak® cartons are predominantly made from wood, a renewable raw material. Cartons have been proven to have a lower environmental impact than plastic bottles.
Due to their high quality, long and tear-resistant cellulose fibres, a carton can be recycled up to six times into products such as corrugated board, pizza cartons or shoe boxes.
“With Elopak we have an innovative and experienced partner on our side. The new line is ideal for managing more complex portfolios and supply chains, and gives us the flexibility to quickly adapt to new market demands.”
Frank Vos, Division Director for fresh dairy at A-ware
Elopak Content Grahams Family Dairy

Graham's relaunch - from plastic to carton

The family business based in the heart of Scotland has grown over three generations since it was founded in Bridge of Allan in 1939. Today, it’s Scotland’s largest independent dairy
Since October this year, Graham's organic milk has been available in 500ml Pure-Pak® Classic cartons with Natural Brown Board
The award-winning dairy is also introducing its fresh standard milk in 500ml and 1 litre Pure-Pak® Classic cartons in Sainsbury's stores nationwide
All new Graham's milk cartons feature a renewable polyethylene (PE)-based closure
The dairy company is using the side panel space of the packaging to explain how the new carton is helping it eliminate 1,000 tons of plastic
“It was clear that any change in packaging must present no compromise on freshness and quality - delivering the same fresh milk in a package that’s better for the environment.”
Robert Graham, Managing Director at Graham’s The Family Dairy

Graham's decided to make the switch after considering the findings of its own consumer study that underlined the strong desire of consumers for more sustainable packaging. Below are some interesting findings from the study3:

3Source: TRKR, 1099 Fresh Milk Buyers trkrfoodanddrink.co.uk
Just over three-quarters (76%) of respondents said they already choose food and drink purchases based on sustainability
59% of respondents confirmed that reducing plastic waste was most important to them
46% cited packaging recycling as their most important contribution to greater environmental protection
Two-thirds (67%) said they would pay for the proposition from Graham's of milk in environmentally friendly beverage cartons.
Customer Story – Royal A-ware
Customer Story – Graham’s The Family Dairy
Packaging by Nature® – Elopak
Black Forest Milk, Germany
Product:
Pure-Pak® Sense

Black Forest Milk has launched its new fresh country milk from Landliebe with 1.5% fat in sustainable 500 ml Pure-Pak® Sense cartons in Germany. Thanks to the practical to-go packaging, the popular cocoa, strawberry, and banana varieties are also ideal for on the go. Landliebe is not only committed to sustainability in its packaging: the milk for the three new products comes from regional family farms in Baden-Württemberg.

Tropicana Brands Group, UK
Product:
Pure-Pak® Classic

Tropicana is expanding its “Fresh & Light” range: Five fruity varieties with 30% less sugar and 100% of the daily vitamin C requirement have been available in 850 ml and 1450 ml Pure Pak® cartons since April 2025. Since May, the most popular orange juices have also been available in a handy 500 ml Pure Pak® format. The cartons are fully recyclable in the UK.

Boermarke, Europe
Product:
Pure-Pak® Sense Natural Brown Board

Boermarke is expanding its Vairy brand plant-based range across Europe – all in sustainable 1000ml Pure-Pak® Sense cartons with natural brown board. The plant-based puddings and yogurts are available in a variety of flavors and enriched with calcium and vitamins. The natural brown color of the Pure-Pak® Sense cartons with visible fiber structure ensures an authentic look and strong shelf presence.

The Bridge S.R.L, Italy
Product:
Pure-Pak® Sense Aseptic

The Bridge S.R.L. is launching Veg Egg, its first plant-based egg alternative, in a 500ml Pure-Pak® Sense Aseptic package on the Italian market. Veg Egg combines taste and sustainability and is in line with the trend toward plant-based nutrition. The fully recyclable Elopak packaging also offers convenience and environmental benefits.