Convenience and sustainability continue to rank high among top packaging priorities for consumers, and many manufacturers are struggling with the seemingly contradictory demands.

According to Duni Group, based in Malmö, Sweden, many conversations about sustainable packaging lack nuance, as companies seek the most correct solution.

“Sustainability is no longer a passing trend — it has become a necessity we cannot ignore,” Duni Group said. “With increasing pressure on companies to reduce their environmental impact, the packaging industry constantly finds itself at the center of the debate. Single-use packaging is often portrayed as the biggest environmental villain, while reusable alternatives are hailed as the solution to all our problems. However, the reality is far from this simple. How do we ensure that reuse systems truly live up to their sustainability potential? And can we really believe that it’s just about replacing single-use products with something that feels ‘better?’”

Nicklas Lauwell, chief officer for food packaging solutions at Duni Group, said there are pros and cons to both single-use and reusable packaging, and the answer is not an all-or-nothing approach.

“Sustainability is not about choosing sides,” Lauwell said. “It’s about understanding how different solutions work in practice and creating systems that genuinely reduce environmental impact.”

According to Lauwell, the two options need different systems in place for sustainability to be successful:

Reusable packaging requires a sustainable return and cleaning system.

Single-use packaging requires an efficient recycling or composting waste system.

“In some cases, a poorly functioning reuse system could even have a greater overall impact than a well-designed single-use solution, therefore the question is not as simple as it may seem,” Duni Group said.

A reusable container made with 50 grams of plastic would need to be used more than 50 times to use less plastic than a paper cup laminated with 1 gram of plastic. However, the plastic is not the only measure of sustainability. The reusable container could become more sustainable after 8-10 uses if being judged by total waste generated.

“Regardless, it is crucial that reuse systems are designed to fit consumers’ reality in order to increase return rates,” Duni Group explained. “The same applies to collection and recycling systems for single-use products.”

The intended use, combined with the reality of how consumers end up interacting with the product, will contribute to the effectiveness of a company’s sustainability efforts.

“If a reusable packaging is only used a few times, it is worse for the environment than a recyclable single-use product,” Lauwell said. “Therefore, we must ensure that the systems we build work in practice — not just in theory.”

Duni Group recommends companies keep up with local legislation to know what systems are already in place and if those systems can properly support the sustainable packaging solution the company wants to use.

“Regulations play a crucial role in driving sustainable solutions forward,” Duni Group said. “To succeed, we need legislation that not only steers development in the right direction but also creates incentives for smooth and efficient reuse systems. If the systems are not easy and accessible for users, they risk having limited impact.”

The company is hopeful that in the future, legislators, manufacturers, and the rest of the supply chain will continue to collaborate on consumer-focused solutions.

“We need to stop seeing single-use and reusable packaging as opposites,” Lauwell said. “The future is about creating systems where both can coexist sustainably — and this requires collaboration across the entire industry.”

Duni Group is currently seeing success with its digital system for reusable packaging, Revelo. This is due to it working in a closed system with control and coordination among its 2,500 company partners, Duni Group said.

Revelo uses digital tracking to ensure smooth and reliable returns with a 99% return rate. The company’s biggest challenges have been building the necessary infrastructure and changing consumer behavior. This is a long-term process, it said.

“Sustainable packaging development is not about simple answers,” Duni Group said. “It’s about combining innovation, collaboration, and customer focus to make a real difference. It is only when all stakeholders pull in the same direction that real change can take place.”