Packaging: Making the material switch work: Five questions to ask before switching to paper

Replacing plastic with paper is not simply a matter of swapping one packaging material for another. The new solution has to protect the product reliably, fit the brand, run on existing machinery and be commercially viable at scale. These five questions can help brand owners approach the transition systematically – and turn a promising idea into a market-ready packaging solution.

Paper instead of plastic: for many consumer goods manufacturers, this is no longer just a theoretical option. The Packaging and Packaging Waste Regulation (PPWR) has applied since 12 August 2026, making recyclability a key criterion for packaging. At the same time, many consumers expect solutions that can be easily returned to established recycling streams.

Packaging does much more than contain a product. It protects it, supports efficient production and logistics, shapes the brand experience and influences how consumers interact with it. Changing the packaging material means reconsidering all of these factors together.

That is why a successful transition does not begin by searching for a ready-made replacement material. It begins with a clear understanding of what the packaging actually needs to deliver. All relevant teams – from packaging development and quality assurance to production, procurement and marketing – should therefore work together from an early stage and involve the paper manufacturer from the outset.

Snack bar in recyclable wrapper with "Made for Circularity" claim at supermarket checkout, next to bananas, lettuce and apples. — There are already many suitable paper packaging solutions available for a wide variety of foods.

What matters most:

The product itself is the starting point. How sensitive is it to oxygen, moisture or light? Does the packaging need to provide a barrier against grease, mineral oils or aromas? What shelf life is required, and what stresses will the product encounter along the way? The answers determine the level and type of barrier performance the paper needs to provide.

Suitable paper-based solutions already exist for dry foods such as pasta, oats and baking mixes, as well as chocolate and a range of personal care and household products. Products such as coffee or foods with a high fat content can be more demanding.

The key is not to maximise barrier performance, but to achieve the right level. A fit-for-purpose barrier protects the product reliably while supporting material efficiency and recyclability.

More on fit-for-purpose barriers: "Over-engineered? Why less barrier can be more"
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Colour, surface and feel all contribute to a packaging design’s brand impact. Switching to paper changes that canvas. Paper reflects light differently from plastic film, for example, meaning that even identical colour values can produce a different visual result. The choice of paper also influences the overall look and feel – from natural and tactile to smooth and glossy. Koehler Paper, for instance, offers papers that can create either a natural appearance or a high-gloss look similar to plastic.

Print, colour and material trials help determine which solution best fits the brand. The transition can then either stay as close as possible to the established visual identity – or deliberately turn the new material into a visible signal of change.

Find out more about paper and brand impact in the free white paper “Paper strengthens brands.”
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A solution may perform perfectly in the lab and still cause problems on the production line. That is why it is important to test early whether the paper can run at comparable speeds to plastic film and whether it can be folded, cut and sealed reliably.

Experience to date shows that paper can run just as effectively as film with only minor adjustments to machine settings.

Trials on pilot and production equipment reveal where changes to the material, machine settings or converting process may be needed. Involving the paper manufacturer early gives companies access to both material expertise and application know-how – reducing the risk of unpleasant surprises later in the process.
Shelf-life testing shows whether paper packaging can maintain product quality throughout the intended storage period. Packaged products are stored under defined conditions and regularly assessed for factors such as taste, aroma, texture, appearance and other relevant quality characteristics. Material testing complements the product-specific assessment carried out by the brand owner.

One example is the development of Koehler NexPlus® Advanced. Packaged chocolate products were stored in a heated test environment for several weeks before undergoing sensory evaluation. The results provided valuable insights for further development on the way to market readiness.
Technical performance alone is not enough. A packaging solution must also be produced reliably at high volumes and work at commercially realistic total costs.

That means looking beyond the price of the material itself. Processing, machine modifications, production speed, waste, logistics and development costs all contribute to the overall equation.

Pilot runs and sample cost calculations help make the economics transparent. Solutions are particularly attractive when they meet specific brand requirements while being based on paper grades that can be produced at scale.

Switching materials is a team effort

Moving to paper is not a single material decision. It is a collaborative development process. Product protection, brand impact, machinability and commercial viability need to be brought together and tested step by step.

The earlier everyone involved makes their requirements clear, the more efficiently a suitable solution can be developed.

That is how the ambition to create more circular packaging becomes a robust solution for the shelf: technically validated, right for the brand and ready for commercial production.

Any questions? We're happy to help.

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