The market lacks an efficient infrastructure for the collection, sorting, and recycling of packaging materials – a key message from the conference.
Gathering more than 100 industry experts, PaKing Forum 2025 was held on Wednesday, March 26 in Zagreb, positioning itself in its debut edition as a key event for the packaging industry. The forum emerged as an important platform for sharing knowledge, innovations, and best practices aimed at advancing sustainability, efficiency, and technological solutions within the industry.
Key topics discussed by speakers and panelists included waste management, smart solutions and innovations across the packaging life cycle, practical implementation of the Packaging and Packaging Waste Regulation (PPWR), use of alternative materials and the challenges they pose, as well as design for a circular economy – all framed around how ESG principles are shaping the future of the packaging sector.
The conference brought together leading experts from packaging production and design, recycling, and legal regulation. Special attention was given to circular economy principles, eco-friendly materials, and the digitalization of packaging processes.
A Wake-Up Call for the Industry
“The packaging industry is undoubtedly facing numerous challenges today, one of the most significant being the upcoming Packaging and Packaging Waste Regulation (PPWR), which introduces major changes focused on waste reduction, increased recyclability, and material recovery,” said Marija Brkanić Kulenović, editor of the PaKing Hrvatska platform and chief organizer of the forum.
She presented the findings of a recent survey conducted by the Hendal agency among companies engaged in packaging production and distribution.
According to Brkanić Kulenović, the results are quite alarming and highlight the importance of expert gatherings like this one, designed to spark both thought and action. The findings show that 30% of respondents believe market players are not prepared for the implementation of the new regulation, while fewer than 4% believe the market is fully ready.
Even more concerning, 40% of surveyed companies are unaware of the upcoming regulation, and more than half admitted they have not yet addressed or started adjusting to the changes. Moreover, 37% said they believe the regulation won’t impact their current operations, and fewer than 4% expect it to have significant effects on their business.
PPWR Regulation to Bring Major Industry Shifts
One of the core messages of the PaKing Forum centered around the implementation of the Packaging and Packaging Waste Regulation, which will come into force in August 2026. It introduces sweeping changes focused on waste reduction, recyclability, and material recovery.
Miho Karolyi, director of the design studio Kaligraf, stressed that no one in the packaging life cycle will be exempt from the PPWR’s provisions. “One key milestone is the year 2030, when packaging with less than 70% recyclability will be banned in the EU market,” Karolyi warned, adding that the goal of the new regulation is maximum reuse of all packaging placed on the market. He emphasized that the regulation applies not just to plastic but to all packaging materials.
Circular Economy and New Materials as Growth Opportunities
Forum participants agreed that alternative materials like paper or bioplastics will never fully replace plastic. However, they highlighted that plastic remains a highly useful material when properly and purposefully managed. What the Croatian market lacks most is efficient infrastructure for the collection, sorting, and recycling of plastic – and other materials as well.
A strong example of a functioning circular economy in action is Croatia’s deposit refund system, presented by Jerko Mavra, director of TOMRA Systems Croatia. “Last year alone, we collected 450 million packaging units through our system in Croatia,” Mavra noted, adding that there is a visible increase in the volume of both packaging placed on the market and that being returned. He believes that raising the deposit value, which has recently increased to 10 cents per unit, would further incentivize returns.
Atlantic Grupa: ESG-Driven Packaging Development
Atlantic Grupa, in line with ESG principles, tracks the recyclability rate of the packaging it places on the market and monitors year-over-year progress. “Today, all Cedevita products are packaged in materials that are 87% recyclable. Further progress will depend on finding a material that still ensures adequate product protection,” said Lejla Dautović, Director of Innovation, Research & Development at Atlantic Grupa’s Beverages Division. She emphasized that sustainable growth is impossible without a firm commitment to sustainability.
Waste Management as a Strategic Business Goal
At DS Smith, which has long advocated for closed-loop packaging, the focus on sustainable design is evident. “We took an important step by partnering with Saponia to remove plastic handles from their detergent packaging, reducing plastic use by 8,000 kilograms annually,” explained Ivana Gašparić Šimonek, Marketing and Internal Communications Director at DS Smith. She noted that consumer demand plays a vital role in driving the company toward more sustainable solutions.
All forum participants agreed that cross-sector collaboration – involving designers, technologists, and others – is crucial for further progress. Public education was also highlighted as an essential component.
Panel discussions and keynote speeches also touched on emerging trends such as biodegradable materials, smart packaging technologies, and successful case studies from both Croatia and abroad. Attendees had the opportunity to engage in interactive discussions about the future of the sector.
Special Guest Closes the Event with a Clear Message
The forum concluded with a keynote by Dr. Renato Šarc, environmental protection and waste management expert and professor at Montan University Leoben. He emphasized that circularity and sustainability must become strategic goals for every company.
First Specialized Event by PaKing Hrvatska
This year’s PaKing Forum was the first specialized event organized by the PaKing Hrvatska platform, which focuses on developments in the packaging industry. Its mission is to bring together and connect professionals in the packaging sector, providing valuable insights and momentum for further development in Croatia and the wider region.