The packaging industry will also master the challenges ahead

Oliver Berndt and Ernst Krottendorfer are on the jury for the prestigious WorldStar Awards 2025 on behalf of the World Packaging Organisation (WPO). In the first part of our interview, they talked about the trends and topics that stood out in this year's competition. In part 2, they also venture a look into the future.

Oliver Berndt: One example that comes to mind is ReZorce – a groundbreaking HDPE mono-material barrier packaging alternative to conventional beverage cartons. It won a Gold Award at the German Packaging Award in 2024 and offers genuine advancements in carbon footprint reduction. The ReZorce beverage carton looks, feels, folds, and functions like a standard beverage carton. A patented technology creates foamed layers at the core of the extrusion process, surrounded by a solid outer layer. These foamed layers prevent the transmission of water and oxygen, forming an effective physical barrier.

Ernst Krottendorfer: I do not want to highlight individual solutions. As mentioned earlier, sustainability-related innovations – such as reusable packaging, recyclability, high recycled content, and packaging reduction – are setting new standards and leading the way.

Ernst Krottendorfer: For me, it is always fascinating to collaborate with colleagues from emerging markets. Their perspective on packaging is refreshingly different. For them, packaging is a fundamental prerequisite for trade. Food supply chains can only be established if packaging is available, helping to prevent food waste. Here, we see the most fundamental and sustainable approach to packaging.

Oliver Berndt: Bringing all the jury members together is a scheduling challenge, which is why voting was conducted online. It was great to see that all jury members are passionate about packaging and approach the process with enthusiasm and seriousness. The WorldStar Awards unite us, providing an opportunity for valuable knowledge exchange and new insights. In this sense, they also serve as an informal training ground for learning about new solutions and trends.

Oliver Berndt: There are numerous exciting and promising new material approaches. However, many are still in the testing phase or still struggling with scalability challenges. Ultimately, materials only have a chance in the market if they are economically viable, recyclable, and contribute to climate protection. Personally, I find cellulose films particularly promising.

Ernst Krottendorfer: This question goes beyond the scope of the WorldStar Awards. But in my view, the key issues here are recyclability, the use of recyclate, and reverse supply chains. These topics will be a major challenge for Europe in the coming years.

Oliver Berndt: The packaging industry possesses the expertise to act more sustainably, comply with regulations, and guide consumers. The term "packaging-free" makes my hair stand on end because it's simply not feasible. No product can be delivered to stores without packaging. The principle should always be: as much as necessary, as little as possible! Reusable packaging is part of the solution for these challenges.

Ernst Krottendorfer: I don’t see packaging-free solutions as viable either – and they are not sustainable. The product losses caused far outweigh the savings in packaging (carbon footprint of product loss vs. carbon footprint of packaging). If you consider zero waste to include reusable packaging, recyclability, and recycled content, then I fully agree with the concept.

Oliver Berndt: Designing for recycling has a massive impact. It is no longer an option but a mandatory requirement. It is remarkable how successfully companies are developing smart and ingenious solutions that take resource conservation through material reduction to a new level, advance the use of post-consumer recycled (PCR) materials, or implement mono-material solutions – all without compromising functionality or performance compared to previous solutions.

Ernst Krottendorfer: Legal requirements are forcing the industry to adopt circular design solutions and to minimise packaging. This must and will continue to increase.
Most companies in the packaging industry operate according to operational excellence principles and are constantly optimising their production processes. There is simply no way to remain competitive without doing so.

Ernst Krottendorfer: I see a pent-up demand in the packaging industry, particularly in the management of packaging data. The industry does not even have standardised packaging specifications. The new legal requirements mandate the transfer of packaging data along the value chain. Only then can, for example, PPWR compliance be ensured. There must be a stronger linkage between sustainability and digitalisation. The circular economy will only function with data. In this regard, the industry still has a long way to go.

Oliver Berndt: Predicting the future is notoriously difficult. In my view, political decisions will play a key role in driving and challenging the industry. Overpackaging will increasingly become a thing of the past. At the same time, I believe that the criticism of certain materials will decline as the value of different packaging materials and solutions becomes more widely recognised. Despite all the challenges, I am convinced that the packaging industry has the know-how and flexibility to meet future demands. This is especially true if we think and act collectively as an industry. There is no alternative to collaboration across the entire value chain. Competitions such as the German Packaging Award and the WorldStar Awards demonstrate that we are on the right track. We will continue to see outstanding solutions.