Saica Highlights Packaging Innovation and PPWR Challenges at European Customer Event

Saica Group recently hosted over 650 packaging professionals at its 14th European Customer Convention in Málaga, Spain, to address the evolving landscape of the packaging sector. The event focused on the upcoming European Union’s Packaging and Packaging Waste Regulation (PPWR), which is set to mandate increased recyclability and waste reduction across the continent. This gathering serves as a critical touchpoint for industry leaders to align on sustainability, digitalization, and the circular economy as they prepare for stricter environmental standards.

The 14th European Customer Convention, held on June 17 and 18, 2026, brought together experts and executives to navigate the significant regulatory shifts introduced by the PPWR. This legislation is designed to reshape the industry by enforcing higher recyclability standards and encouraging circular economy practices among food, beverage, and consumer goods companies. Saica’s environmental experts emphasized that businesses must urgently review packaging designs and materials to ensure compliance with these forthcoming rules while balancing commercial requirements.

Central to the convention was the unveiling of new packaging solutions, including materials suitable for direct contact with fatty foods and the Saica SKIN Origami concept, which integrates flexible packaging with corrugated cardboard. The company also demonstrated how digital tools are streamlining the development process, allowing for more efficient design and faster responses to market demands. During the 11th Innovation Contest, the Atomic Design proposal by Laura Pérez and Ignacio Moreo and the Linerless Recycled Paper Tape by Ibón Aznar and Dario Cases were recognized for their contributions to the group’s technical advancement.

The event featured participation from major brand owners such as Persan, Herta, and Mahou San Miguel, illustrating the deepening collaboration between suppliers and retailers in the face of changing consumer habits. Industry experts noted that shifting lifestyles are driving demand for packaging that offers both convenience and environmental responsibility. Consequently, Saica is prioritizing investments in infrastructure and decarbonization to help partners maintain supply chain efficiency while meeting the heightened expectations of regulators and eco-conscious consumers.