By UNESDA Soft Drinks Europe
As we step into 2025, it is the perfect time to look at what this year holds on the environmental sustainability front. 2025 is no doubt an important one as it will be marked by significant milestones and new initiatives that will shape the future of European industry, environment and society. In this context, the European soft drinks sector is taking actions to meet several key EU packaging legislative targets and industry’s voluntary commitments, while looking forward to the EU to address one of society’s most precious resource: water.
Circular packaging targets: first check-point
2025 brings the deadline for many key circularity targets:
- The EU Single-Use Plastics Directive’s (SUPD) recycled content target of 25% and the separate collection target of 77% for plastic beverage bottles
- UNESDA’s commitment to ensure that 50% of the PET used in its plastic bottles is recycled PET, going beyond the SUPD requirement
- UNESDA’s commitment to reach 100% recyclable packaging
UNESDA and its members are actively working to reach those goals:
- UNESDA continues to actively support a wider roll-out of Deposit and Return Systems (DRS) in Europe as a way to improve both the quantity and quality of collected beverage packaging waste (currently 17 European DRS countries, and counting).
- In recent years, UNESDA corporate members continuously increased their use of recycled PET (rPET), despite facing significant challenges of availability and the high prices of recycled materials. As a result, in 2023, an average of 39.6% of the PET used in the sector’s plastic bottles was recycled PET.
- A majority of UNESDA corporate members have now either achieved the sector’s objective of 100% recyclability or are very close to reaching it (well ahead of the Packaging and Packaging Waste Regulation’s (PPWR) 2030 recyclability target).
While our member companies are working hard to meet these ambitious targets, it is important to acknowledge that success does not depend solely on us. The industry, governments and consumers must work all together to create the right conditions for efficient collection schemes, and a well-functioning secondary raw materials market that enables the access to sufficient quantities of food-grade recycled PET. For instance, the support to DRS, when well-designed and coupled with strong consumer engagement, has proven highly effective in several European countries and those efficient schemes can be used as best practice examples to support a steady supply of high-quality recycled materials.
The EU PPWR: let’s turn on the implementation mode
2025 is also marked by the entry into force of the Packaging and Packaging Waste Regulation (PPWR), which is set to impact how we design, collect, recycle and reuse packaging in Europe. As we move into the implementation phase, UNESDA and its members are now looking for the European Commission to develop, in collaboration with stakeholders, the qualitative and timely secondary legislation and guidelines that are much needed to ensure smooth compliance. These include, among others, clear calculation methods for the recycled content and reuse targets and clarifications on the foreseen exemptions from the reuse obligations and the restrictions on grouped packaging.
The EU Water Resilience Strategy: an opportunity to address the pressing water challenges
Finally, 2025 is expected to see the release of the EU Water Resilience Strategy, a unique opportunity to address Europe’s water challenges. With around 30% of the European population living in areas with permanent water stress, and up to 70% experiencing seasonal water stress during summer, the need for robust water management plans and water stewardship is clear.
Our sector recognises the value of water not only as a key ingredient in its products but also as a vital resource for agriculture and production processes.
We also recognise our responsibility to accelerate our efforts to help address water stress, protect local watersheds and promote water stewardship. Our members’ commitment is showcased in a wide variety of actions ranging from improving water efficiency by reducing the amount of water used in production to improving the health of watersheds and ecosystems and sourcing water-sustainable ingredients.
We now stand ready to work with the EU Commission to further advance the EU water resilience agenda and support policies which are tailored to the local context, put responsibility on all relevant actors, align climate adaptation with water resilience, and aim for a circular management approach.
A collective effort for a sustainable future
As Europe navigates these milestones and new ambitions, one thing is clear: no one can do it alone. Achieving EU sustainability goals requires collective action and collaboration with governments, NGOs, communities, and industries. Together, we can create further positive impact on our environment and society.
2025 is not just a year of deadlines and regulations; it’s a year of opportunities. As often highlighted by European Commission President von der Leyen, achieving our sustainability goals requires smart and innovative approaches. This year is therefore a chance for us all to keep innovating and leading the way, knowing that every step we take will bring us closer to a more sustainable Europe.
