Why packaging data has never been more important: Insights from Packaging Innovations 2026

Packaging Innovations remains a cornerstone event for the UK packaging sector. With more than 8,000 visitors this year, it continues to bring together the full breadth of the packaging value chain at a time of rapid regulatory change.

Last week, the Ecosurety team exhibited at the show and sponsored the Prince of Packaging bar for the first time, bringing peers together to build the connections needed to drive genuine progress towards a more circular packaging industry.

Our Business Development Specialist, Sonia Drake-Pighini, explores the key themes that repeatedly surfaced during the event, highlighting where the sector is feeling the greatest pressure, and where the opportunities for progress lie.

Data remains the industry’s biggest operational hurdle

EPR is built on the principle of data‑led accountability, yet the infrastructure needed to deliver consistent, auditable data across complex supply chains is still playing catch‑up. Many organisations are relying on fragmented systems and manual workarounds to collect essential information such as component level weights and recycled content declarations. This issue has come to the forefront in the last year with the introduction of the Recyclability Assessment Methodology (RAM) and modulated waste management fees.

With data quality directly impacting their EPR fees, brand owners are putting increased pressure on their suppliers to provide accurate packaging data. But many suppliers are still not equipped (or incentivised) to provide data at the level of granularity regulators now expect. This leaves brand owners carrying the risk, as legal responsibility ultimately sits with them, even when upstream data is incomplete or inconsistent.

Conversely, manufacturers and distributors shared their perspective on the strain of supplying data to multiple customers, each requesting information in different formats and at varying levels of detail. Conversations showed that there is a clear appetite for stronger alignment across the supply chain and a desire for standardisation, not just in data formats, but in how EPR is interpreted and applied across borders. While full harmonisation may take time, collaboration across the supply chain was repeatedly cited as the only viable way forward. Encouragingly, examples from Europe, particularly where countries have supported one another through Deposit Return Scheme (DRS) implementation, show that shared learning can meaningfully reduce friction and accelerate progress.

James Piper and Robbie Staniforth presented a live session of Ecosurety-sponsored podcast, Talking Rubbish

Making DRS a success

The UK’s DRS implementation dominated side conversations: Is it happening? When? And how will it sit alongside EPR? Ongoing ambiguity continues to create uncertainty for both producers and retailers. At the same time, discussions explored what ‘making DRS work’ could look like in practice: from clear, community‑focused messaging to delivering a genuinely positive customer experience. Framing came up repeatedly: communicating the value of bottle‑to‑bottle recycling, rather than presenting DRS as just another bin, may be key to public buy‑in. Just as critical will be operational reliability: ensuring reverse vending machines are consistently available, supported and backed by proactive, round‑the‑clock assistance.

Regulatory change is no longer episodic, it’s constant

A strong undercurrent at the event was regulatory fatigue. Requirements are not only expanding but evolving in detail and interpretation. Definitions, timelines and eco‑modulation rules continue to shift, reinforcing that compliance is no longer a one‑off task. For many organisations, this has fundamentally changed how compliance is resourced, governed and embedded day‑to‑day.

EPR is fast becoming a global reality

One of the most striking themes was how often international compliance featured in discussions. Multinational businesses are now navigating obligations across a growing number of territories, with countries, including parts of the US, introducing or expanding packaging EPR schemes. Each comes with its own definitions, data requirements and timelines. Compliance is no longer a purely European challenge; it is a global patchwork that demands scalable systems, local expertise and far greater coordination.

From ambition to execution

Packaging Innovations reinforced that the sector is now firmly in the delivery phase of regulatory change. The conversation has moved beyond 'high level sustainability ambition' to the practical realities of data, systems and collaboration. The challenges are significant, but there is also a growing maturity in how they are being approached. An acceptance that no single organisation can solve them alone, and that listening to producers, aligning incentives and working collaboratively will be essential to building schemes that work in practice, not just on paper.

Keeping the conversation going

Thanks to the Easyfairs team for putting on a great event! If you missed us, you can see a full list of future events our team will be attending here.

If you’d like to discuss any of the issues above with us, or need support on your packaging strategy, please get in touch with our team.