How to balance sustainability goals with regulatory compliance and consumer expectations when choosing packaging for your supplement brand.
Packaging accounts for a significant proportion of the environmental footprint of any consumer product, and supplement brands are under increasing pressure from consumers, retailers, and regulators to demonstrate credible sustainability credentials. At the same time, supplement packaging must meet stringent requirements for product protection, tamper evidence, and regulatory labelling. Navigating these competing demands requires a clear understanding of the available options.
All supplement packaging sold in the EU must comply with Directive 94/62/EC on packaging and packaging waste, which sets requirements for the reduction of packaging at source, reusability, and recyclability. The EU Packaging and Packaging Waste Regulation (PPWR), which entered into force in 2024, introduces more stringent requirements including mandatory recycled content targets, recyclability by design requirements, and restrictions on certain packaging formats. Brands must ensure their packaging choices comply with both current requirements and the transitional provisions of the PPWR.
The most practical sustainable packaging options for supplement brands include: post-consumer recycled (PCR) HDPE bottles, which maintain the protective properties of virgin plastic while reducing virgin material use; glass bottles, which are infinitely recyclable but heavier and more fragile; kraft paper and cardboard outer packaging with recycled content; compostable pouches for powder and loose supplement formats; and refillable packaging systems, which are emerging in the premium segment. Each option involves trade-offs between sustainability performance, cost, product protection, and consumer experience.
The EU Green Claims Directive, proposed in 2023 and expected to be transposed into national law by 2026, will require that any environmental claim made on a product — including packaging — is substantiated by a recognised methodology and verified by an independent third party. Vague claims such as 'eco-friendly', 'green', or 'sustainable' will no longer be permitted without substantiation. Brands should audit their current sustainability claims against this forthcoming requirement and ensure they have the evidence to support them.
Research consistently shows that European consumers, particularly those under 40, are willing to pay a modest premium for demonstrably sustainable packaging. However, they are also increasingly sceptical of greenwashing. The most effective approach is to make specific, verifiable claims — for example, '100% recycled HDPE bottle' or 'FSC-certified cardboard' — rather than generic sustainability language. Transparency about what you are doing and why builds more trust than aspirational claims.
Nuteo offers a full range of packaging formats including bottles, blisters, sachets, stick packs, pouches, and cartons. We work with our packaging suppliers to offer PCR plastic options, FSC-certified cardboard, and glass alternatives across our standard range. Our packaging team can advise on the most appropriate sustainable packaging solution for your product format, market, and budget, and our regulatory team ensures all packaging and labelling meets EU compliance requirements.