“As Europe marks Waste Reduction Week, it’s the perfect moment to celebrate a packaging material that is circular by nature – cartonboard. Made from renewable, responsibly sourced fibres, cartons are designed for circularity and play a leading role in Europe’s transition toward a circular economy,” says Winfried Mühling, Director of Marketing and Communications, Pro Carton.
“Consumers across Europe strongly support this circular approach. According to Pro Carton’s Consumer Packaging Perceptions Survey 2025, over half of the people surveyed have increased their recycling, and 77% believe more can be done to fight climate change. With such engagement and trust in Europe’s paper and cartonboard recycling systems, the foundation for further progress is strong.
“Fibre-based packaging already sets the benchmark for sustainable packaging systems. With recycling rates exceeding 87% in 2023, paper and cartonboard are Europe’s recycling champions and proof that circular design and efficient recycling infrastructure work hand in hand. Each used carton becomes a valuable raw material for new paper and packaging, turning waste into a resource and closing the material loop.
“Unlike fossil-based materials, cartonboard is renewable, helping reduce dependency on limited resources and lowering carbon emissions. Produced, used, and recycled largely within Europe, cartonboard supports local industries and jobs while minimising transport-related emissions. This European value chain exemplifies how sustainability and economic resilience can reinforce each other.
“Innovation continues to push the boundaries of circular design- from mono-material packaging to smart, lightweight structures that reduce waste and costs. These advances show that economy and sustainability can coexist beautifully.”
Mühling concludes, “At Pro Carton, we believe that every folding carton collected, recycled, and remade brings us closer to a waste-free Europe and one that’s truly circular by nature.”
