Within the context of the circular economy, the debate often focuses on recycled materials, separate waste collection and new European regulations. However, it is important to consider that a container’s environmental impact is largely determined during its production, before the product reaches retail shelves.

Engineering plays a crucial role at this stage, as it defines packaging characteristics that will influence its entire life cycle: from the amount of material used to the possibility of incorporating recycled plastic, from compatibility with manufacturing processes through to recyclability at end of life.

It is from this perspective that ecodesign has taken on an increasingly central role in the development of rigid plastic containers. This approach goes beyond compliance with new regulations: it integrates industrial performance, sustainability and efficiency from the earliest stages of development, enabling new opportunities for innovation within the industry.

In this field, ecodesign has a strong engineering dimension: reducing resource use must be balanced with the technical performance, safety and functionality required from the container.

Until a few years ago, container development followed relatively well-established criteria: preserving product integrity, enhancing the brand’s visual identity, ensuring manufacturability at industrial scale and controlling costs.

Today, these objectives remain fundamental, but they are no longer sufficient.

Changes to the European regulatory framework, the growing focus on circularity and corporate sustainability targets require new engineering variables to be incorporated from the earliest stages of development, when materials, container design and manufacturing processes can still be significantly adjusted.

A bottle therefore needs to address questions that, until a few years ago, tended to be considered only at a later stage:

• will it be readily recyclable?
• can it incorporate recycled material while maintaining the required performance?
• will it be compatible with existing sorting and recycling streams?
• can it be manufactured efficiently on a global scale?

Ecodesign stems precisely from integrating these questions right from the product’s design stage.

Materials: Designing with Processability in Mind 

The use of recycled materials is reshaping plastic packaging industry, while introducing new and complex technical challenges.

Post-consumer materials may have different rheological, mechanical, chemical and aesthetic properties compared with virgin resins. For this reason, the container needs to be designed from the outset by considering the characteristics of the material to be used and its behaviour during the converting process.

This is not simply a matter of replacing one raw material with another. Container design, wall thickness and material distribution, technical specifications and production parameters must be adapted to ensure that the packaging maintains the required levels of quality, safety, reliability and process stability. Assessing the use of recycled materials in specific applications therefore requires the involvement of different areas of expertise within Serioplast, including R&D, Procurement and Quality.

Centro Plastica, a Group company specialising in mechanical recycling, also contributes in this area. It supports the development of recycled materials primarily intended for rigid packaging through sorting, characterisation and optimisation activities.

The shape of the container is also becoming increasingly important in ecodesign.

Every engineering choice affects overall weight, material distribution, mechanical strength, stability during transport, compatibility with filling lines and, in some cases, sorting and recycling operations.

The challenge is to achieve the best possible balance between raw material consumption, technical performance and production efficiency. This requires simulation tools, engineering expertise and close collaboration between engineering and industrialisation.

The lightweighting process also follows the same principle: reducing packaging weight and wall thickness without compromising packaging functionality, safety and performance. The critical area identifies the threshold beyond which any further reduction in material could affect these aspects. Depending on the application, this limit may be determined, for example, by top-load resistance or the need to protect the product from external factors such as oxygen, light or moisture.

Ecodesign also changes the relationship between design and manufacturing: decisions made during container development directly affect industrial feasibility, start-up times, finished product quality and process stability.

For this reason, packaging development increasingly involves multidisciplinary expertise from the earliest stages.

Within the Serioplast Group, this approach is implemented through SerioHub, the innovation hub dedicated to packaging development, where expertise in design, simulation and engineering come together to develop solutions that combine sustainability, production efficiency and application requirements, while maintaining a clear focus on essential factors such as aesthetics and consumer experience.

Today, containers are also designed by considering what will happen after use.

Material selection, compatibility between different components, separability and the quality of the recovered material become central elements of packaging development.

This is the principle behind Design for Recycling: designing packaging and its components with their compatibility with relevant sorting and recycling streams in mind. This means assessing both the production environment and the local waste management infrastructure, with a clear understanding of how the waste management chain operates in practice. In this context, components such as labels, inks and additives can affect the recycling process or the quality of the recycled material. For this reason, where possible, mutually compatible materials are preferred and solutions that may hinder sorting or recycling are limited.

The terms ecodesign and circular packaging are often used interchangeably, but they describe two different concepts.

Ecodesign is the design methodology. Circular packaging is the outcome this methodology seeks to achieve.

A container designed according to ecodesign principles can make a tangible contribution to the circular economy only if the different stages of its life cycle are considered consistently: material selection, manufacturing, use, collection, sorting, recycling and the potential return of recovered material into new production cycles.

This is a systemic approach that goes beyond the individual product and encompasses the entire value chain.

In an industrial context, a packaging project designed with circularity in mind may develop through several key stages.

1. Defining the project objectives 
Every development project starts with the end-use application, considering the product to be packaged, regulatory requirements, Client expectations and sustainability objectives. These factors need to be considered alongside the technical and production requirements that the container will need to meet.

2. Concept development 
Engineering defines the container’s shape, weight, material distribution and expected performance, while also assessing compatibility with the manufacturing process. At this stage, functional, aesthetic and environmental considerations are therefore evaluated in relation to the future industrialisation of the container.

3. Material selection 
The polymers best suited to the application and the required performance are identified. When recycled material is being considered, its characteristics and processability also need to be assessed to determine how it can be incorporated without compromising the packaging’s quality and performance requirements.

4. Industrial validation 
Simulation, prototyping and production trials make it possible to verify the manufacturability of the container and optimise the process before industrialisation, assessing its performance under the intended production conditions and its compliance with the requirements defined during the development stage.

5. Designing for circularity 
The packaging is also developed with its end of life in mind: material and component selection and compatibility, separability, and behaviour during sorting and recycling processes. The aim is to facilitate material recovery and, where possible, its reintroduction into new production cycles.

This approach makes it possible to address sustainability, quality and efficiency as interconnected elements of the same industrial project, rather than as separate objectives.

Ecodesign requires companies and manufacturers to consider the entire life cycle of a container, integrating technical, manufacturing, environmental and regulatory considerations from the earliest stages of development.

For this reason, the value of a packaging project does not depend exclusively on the material used, but also on the ability to connect engineering, manufacturing and end-of-life management within a shared industrial approach.

It is through this integration that packaging can make a tangible contribution to circular economy objectives, transforming sustainability from a design requirement into a driver of innovation across the entire value chain.

When developing new rigid plastic packaging, material selection, container design, manufacturing processes and sustainability requirements are not independent decisions. The final solution stems from a combination of several factors: the product to be packed, bottle-formulation compatibility, required performance, aesthetic requirements and industrial targets.

In rigid packaging, the choice of manufacturing process is closely linked to the material selected, the container’s design and functional features, and production requirements. Material properties determine compatibility with different converting technologies, narrowing down the range of viable manufacturing processes. Within these options, container configuration, production volumes and industrialisation objectives all contribute to identifying the most appropriate process in terms of performance, efficiency, process stability and production repeatability.

For this reason, manufacturing process definition should be addressed from the earliest stages of packaging development.

The primary factor to be considered is the product that the container is intended to protect, preserve and dispense or deliver effectively.

A household detergent, cosmetic cream, beverage or pharmaceutical product will have different requirements in terms of protection, chemical compatibility, ergonomics, safety and use.
Alongside formulation compatibility, the packaging must meet a range of performance and design requirements, including strength, transparency, lightweighting, surface quality, dimensional accuracy, ergonomics and product recognisability.

These are complemented by the specific functional requirements of each end market:

• in home care, packaging must ensure chemical resistance, durability and economic competitiveness at high volumes, especially when the container itself plays an important role in on-shelf brand recognition;
• in personal care, container aesthetics and shape, surface finish and formulation compatibility become particularly important;
• in food & beverage, lightweighting, transparency and food-contact safety are key drivers;
• in the pharmaceutical sector, dimensional accuracy, repeatability and quality control become critical requirements.

Container capacity and configuration, wall thickness distribution, material selection, the possible integration of handles or dosing systems, and compatibility with filling lines complete the set of parameters to be assessed, as they can all influence the choice of manufacturing solution.

Only by systematically evaluating these factors can the most appropriate process be identified in line with the project’s objectives, while avoiding standardised approaches that fail to account for specific application requirements.

Material selection also influences the choice of converting technologies, as the properties of each material determine its compatibility with specific manufacturing processes and affect the possible container configurations.

The most common materials used in the packaging industry include widely used thermoplastic polymers. In the rigid packaging sector, where Serioplast is a market leader, two materials are of particular importance: HDPE (High-Density Polyethylene), which belongs to the polyolefin family, and PET (Polyethylene Terephthalate), from the polyester family.

For many HDPE applications, for example, Extrusion Blow Moulding (EBM) can be used to manufacture containers offering high design freedom in terms of shape, while also being suitable for large scale industrial production. The technology is particularly relevant to the manufacture of bottles and rigid containers across various FMCG markets.

When a project involves PET instead, Stretch Blow Moulding (SBM) is the reference manufacturing technology. PET makes it possible to combine features such as transparency, low weight, strength and high visual quality.

This means that EBM and SBM should not simply be regarded as alternative technologies to be compared at the end of the development process. Instead, they should be considered as material–process combinations, assessed according to the performance required from the packaging.

Other manufacturing technologies may be appropriate where a project has specific requirements. Injection Blow Moulding (IBM), for example, can be used for certain applications requiring high precision and dimensional control, while Injection Moulding (IM) is used to manufacture specific components such as closures and preforms.

These examples should not, of course, be interpreted as absolute rules. In industrial practice, the final choice always depends on the balance between product characteristics, required performance, production volumes, the material used and filling-line requirements. It is this overall assessment that makes it possible to identify the most appropriate process and avoid standardised solutions that may not meet the actual needs of the project.

Bringing an industrial perspective into the early stages of bottle concept development enables assessment of manufacturability in advance, analysis of wall thickness distribution, optimisation of container weight and identification of potential issues related to mould design, material selection and downstream filling operations.

At this stage, combining expertise in design, engineering and industrialisation becomes strategically important. It allows technological and manufacturing constraints that could affect bottle production to be considered from the outset.

This is the approach adopted by SerioHub, the Serioplast Group’s innovation hub dedicated to creative design and packaging engineering. Here, design, simulation and industrial development work in synergy from the earliest stages of a project to identify solutions suited to its specific application requirements.
This methodology can reduce the risk of modifications at later stages of product development, optimise industrialisation lead times and improve manufacturing process stability. These benefits become particularly important in high-volume production or when the same product needs to be manufactured consistently across multiple production sites.

In this context, having expertise across the packaging value chain – from design and manufacturing through to recycling – provides additional value. Industrial models such as that of the Serioplast Group make it possible to approach packaging development from a broader and more integrated perspective.
Access to different manufacturing technologies is important, but technology alone is not enough. What also matters is the ability to assess application requirements, industrialise the packaging, maintain consistent quality standards and support future product developments.

This is particularly relevant for international brands and groups that need to ensure continuity of supply, consistent quality and alignment across different markets. From this perspective, Serioplast adopt a global, integrated approach combining an international manufacturing footprint, technical expertise and supply-chain capabilities.

Design, material and manufacturing process therefore work together to define the most appropriate industrial production set-up. The manufacturing process is not simply a technical choice: it is a strategic decision with implications across the entire supply chain.

Identifying the most appropriate manufacturing process for rigid plastic packaging requires an integrated assessment of the product to be packed, the selected material, container configuration, production volumes, quality requirements and wider industrial objectives.

An effective approach starts with the specific requirements of the project. Only by considering these factors together is it possible to develop containers that are efficient, fit for their intended application and suitable for high-volume production.

In a market where lead times, quality and flexibility are increasingly important, designing packaging with industrial manufacturing in mind from the outset is the first step towards turning an idea into a robust, scalable solution.

In recent years, sustainable packaging has become a priority for many companies. Growing attention toward the circular economy, evolving European regulations, and the expectations of customers and consumers are pushing manufacturers to rethink how they design, produce, and manage their packaging.

For businesses operating across sectors such as personal care, home care, food, beverage, or the chemical industry, the challenge is more complex. The goal is to reduce environmental impact while simultaneously maintaining functionality, safety, quality, production efficiency, and economic competitiveness.

For this reason, today there is increasing talk of sustainable plastic packaging as the result of a combination of design strategies, production technologies, and material choices, rather than a simple replacement of plastic with alternatives perceived as more sustainable.

Sustainable plastic packaging is not just about using recycled plastic. Recycled content is an important lever, but it is not the only one.

An effective strategy must consider the entire life cycle of the packaging: from the choice of raw materials to production, from transport to use, all the way to collection, recycling, and the possible reintroduction of the material into new production cycles.

This approach, often defined as Life Cycle Thinking, helps companies avoid decisions based on perceptions or generic claims. A material that appears more sustainable can generate greater impacts if it requires more energy, increases transportation impact, or lacks an adequate recovery chain in the target market.

Rigid plastic, if designed correctly, can offer significant advantages: lightness, strength, product protection, logistical efficiency, and recyclability. The point, therefore, is not to defend a material in the abstract, but to use it better, reducing waste and maximizing available resources.

One of the primary levers is reducing the weight of the container, or lightweighting. In an industrial context, even a few grams less per unit can generate significant effects

when applied to large-scale production. Reducing weight means consuming less raw material, optimizing transport, and decreasing the overall impact along the supply chain.

This strategy, however, must be managed with technical expertise. A lighter container must continue to guarantee stability, mechanical strength, compatibility with filling lines, and product protection. Sustainability cannot be achieved at the expense of functionality.

A second pillar is Design for Recycling. Recyclability should not be evaluated only after the packaging has been designed, but integrated from the very beginning. The choice of polymer, color, additives, labels, and any accessory components can significantly influence the possibility of recovering the material at the end of its life.

Packaging designed for recycling is easier to identify, separate, and process within existing supply chains. This aspect is particularly important for companies operating across multiple markets, where collection and recycling infrastructures can vary significantly.

The third lever is the integration of recycled material, specifically PCR, or post-consumer recycled plastic. The use of recycled material allows for a reduction in dependence on virgin raw materials and supports circular economy models. However, it also requires rigorous and careful management of quality, availability, and performance consistency.

Not all recycled materials are the same, and not all applications can adopt the same percentages of recycled content. The choice must take into account compatibility with the packaging contents, regulatory requirements, required performance, and processability conditions.

With this in mind, industrial models that integrate production and recycling are becoming increasingly important. An example is SERIOLOOP, the Serioplast Group initiative created to promote an increasingly circular approach to plastic management. At the heart of the project is the Bottle to Bottle principle, which aims to transform post-consumer HDPE containers into new packaging through mechanical recycling processes, helping to reduce virgin raw material consumption and associated emissions.

The choice of material must start with the application. There is no absolute best polymer, but rather materials that are more or less suitable depending on required performance, recyclability, availability, and the regulatory context.

PET is one of the most widely used materials in rigid packaging. It is valued for its transparency, lightness, strength, and good recyclability. The availability of rPET (recycled PET) makes it particularly relevant in circular packaging projects, especially in markets where collection and recycling chains are mature.

Choosing to use HDPE is a consolidated solution for many industrial sectors, particularly home care, personal care, and technical applications. These characteristics make it suitable for containers that must guarantee protection, safety, and stability even under demanding conditions of use.

PP is a versatile material used in numerous applications thanks to its mechanical properties and resistance to various substances. Polypropylene recycling chains are evolving, although the availability and quality of recycled material can vary by market.

The most effective choice, therefore, does not stem from an absolute preference for one material over another, but from the ability to identify the solution best suited to the environmental goals and application needs of the project.

Plastic packaging with a sustainable footprint is the result of a strategy that combines design, material choice, recyclability, and efficiency throughout the product’s entire life cycle. Reducing environmental impact without compromising quality and performance requires an integrated approach based on data, innovation, and circular economy principles.

Rather than identifying a universally sustainable material, companies must develop packaging solutions tailored to their own production, regulatory, and market needs.

Discover how Serioplast, through its expertise and initiatives like SERIOLOOP, supports brands in developing rigid packaging solutions oriented toward circularity, innovation, and production efficiency.