Tackling Sustainability Through Packaging

As global environmental concerns continue to mount, both consumers and businesses are increasingly prioritising sustainability. Among the many areas in need of urgent reform, packaging emerges as a particularly impactful—and addressable—challenge. From supermarket shelves to e-commerce deliveries, packaging plays a vital role in modern life, yet it is also a major contributor to environmental degradation. Tackling sustainability through packaging is not just a trend—it is a fundamental shift and a necessary transformation to align with environmental imperatives.

Packaging represents a significant share of global waste. In 2022, plastics used across packaging, construction, and transportation made up over 60% of the total plastic consumed worldwide (OECD, 2022). Much of this is single-use packaging that ends up polluting oceans and endangering marine life. However, the problem does not stop at waste. The production, transport, and disposal of packaging materials contribute heavily to global carbon emissions, with conventional materials such as plastics and certain composites being especially resource-intensive and difficult to recycle.

In fact, as of 2022, only 9% of plastic produced globally came from recycled sources (The Guardian, 2025). As climate change increasingly affects our daily lives, the demand for responsible, low-impact packaging alternatives has never been more pressing.

On the other end, today’s consumers are more informed and environmentally conscious than ever. Their concerns have expanded beyond just the product itself to include its environmental footprint, with packaging taking centre stage in their evaluations. Awareness around issues like plastic pollution, carbon emissions, and resource depletion is influencing purchasing behaviour. Consumers are looking for packaging that reflects eco-friendly values—and they expect brands to respond. In turn, companies are feeling the pressure to act. Many brands and retailers are actively seeking packaging solutions that satisfy consumer demand while advancing their own sustainability goals.

Private Brands are increasingly leveraging sustainable packaging as a key differentiator to align with consumer demand for environmentally responsible products. Retailers are investing in eco-friendly materials, minimalist designs, and recyclability while promoting transparency about their sustainability goals. A few years ago, in the USA, grocery discounter Aldi committed to converting all Aldi-exclusive packaging to reusable, recyclable or compostable materials and cutting back its packaging materials by 15% by 2025. Moreover, by 2030, the retailer wants to halve the amount of food waste it currently produces. Since 2019, Tesco in the UK has been addressing the issue of plastic waste through its 4Rs Strategy. The company is committed to ensuring that all Private Brand packaging materials are fully recyclable by December 2025. When packaging cannot be removed, Tesco is collaborating with suppliers to minimise it to the absolute minimum. Additionally, the retailer aims to source 100% sustainable paper and cardboard for its packaging by the same deadline, working closely with suppliers to achieve this goal.

Lightweight packaging, efficient shapes for better transport, and simplified structures that use fewer materials are becoming standard practices. A great example is the United States brand Barnana, a brand known for its organic snacks made from upcycled bananas. Their Chewy Banana Bites packaging, made from recycled paper/plastic, is lightweight and compact, reducing the product’s weight and making it cost-effective and sustainable to transport. It is also resealable and portion-controlled to minimise food waste.

As sustainability becomes a global imperative, the Middle East is beginning to confront the environmental toll of rapid urbanisation, industrialisation, and rising consumerism. Among the region’s most visible environmental challenges—and key area for opportunity—is packaging waste. Addressing sustainability through packaging is not only necessary but also a crucial step in supporting the region’s wider transition toward greener, more environmentally responsible development.

In recent years, the amount of packaging waste, particularly plastic, has surged across the Middle East. High consumption levels, paired with historically limited recycling infrastructure, have led many countries to resort to landfills and incineration for waste management. In countries like Saudi Arabia, the UAE, and Egypt, packaging materials constitute a significant portion of municipal solid waste. Single-use items—such as plastic bags, bottled water, and takeaway containers—are seemingly everywhere and are often discarded improperly, leading to pollution of both land and marine ecosystems. The region's unique natural environment further complicates the situation. The harsh desert conditions, characterised by extreme temperatures and arid climates, reduce the effectiveness of certain biodegradable materials and pose additional challenges for water-intensive recycling processes.

Acknowledging the urgent need for environmental responsibility, governments across the Middle East are increasingly integrating sustainability into their national agendas. Sustainable packaging is becoming a key element of these long-term strategies, reflecting evolving consumer preferences. According to a GlobalData Consumer Survey (Q2-2025), nearly 30% of consumers in the Middle East and Africa considered “Recyclable Packaging” an essential product feature when making a purchase.

Policy frameworks such as the UAE’s Vision 2030 and Circular Economy Policy aim to cut waste, promote sustainable materials, and encourage green industries. Similarly, Saudi Arabia’s Vision 2030 and the Saudi Green Initiative highlight commitments to reducing plastic pollution, enhancing recycling infrastructure, and fostering sustainable urban growth. These strategic initiatives are already impacting sectors such as retail, hospitality, and logistics, prompting companies to reevaluate their packaging to align with national environmental goals. Public sector organisations are also rolling out campaigns that place packaging at the forefront of environmental efforts. A noteworthy example is Dubai Can, a citywide initiative aimed at reducing single-use plastic bottles through the installation of refill stations and awareness campaigns.

 

As sustainability becomes increasingly relevant, packaging emerges as a critical area where green practices can drive tangible environmental benefits. Whether through policy reforms, eco-conscious retail, material innovation, or consumer engagement, the Middle East region is steadily moving towards a future where packaging plays a central role in a greener, cleaner society. With continued investment, innovation, and collaboration, sustainable packaging in the Middle East can evolve from a niche trend into a powerful catalyst for circular economy growth, climate action, and long-term environmental resilience.

For retailers and brands seeking to remain competitive and relevant in the Private Brand landscape, the sustainability challenges present clear opportunities:

1. Align packaging with sustainability values to meet evolving consumer expectations. Consumers globally are increasingly considering environmental impact when making purchasing decisions, and retailers should, therefore, embed sustainability into their Private Brand packaging. This will help them build trust, attract eco-conscious shoppers, and remain relevant in the market.

2. Embrace material innovation to drive competitive advantage. Private Brands can adopt alternative packaging materials, like biodegradable, compostable, or recycled resources, to support the reduction of environmental impact and costs while supporting sustainability goals.

3. Optimise packaging design for functionality and environmental impact. This area is still primarily dominated by brands with a strong sustainable purpose. Nevertheless, retailers can start applying similar design principles to their Private Brand ranges.

4. Lead by example in retail execution and consumer education. Forward-thinking retailers are pioneering the use of recycled materials and in-store sustainability. They are also leveraging their Private Brands to educate consumers by incorporating sustainable initiatives that not only reduce waste but also reinforce the brand’s sustainability promise in tangible, actionable ways.

 

 

With 50 years of experience building successful private brand programs around the world, Daymon is the only solution provider that influences all aspects of private brand development, from strategy to execution to consumer engagement. Daymon’s unique approach helps retailers and brands set themselves apart through a full suite of best-in-class private brand development services, including: strategy, analytics and insights, product development, supplier development and management, account management, and design and packaging management. Daymon drives brand innovation, differentiation and results.

For more insights and recommendations for driving your brand, contact idc@daymon.com.