That was one of the key messages to emerge from a recent meeting of the Empack Advisory Board, where packaging experts agreed that manufacturers are now seeking practical guidance on implementing new technologies and regulatory requirements across existing production operations.
The discussion brought together representatives from companies including Haleon, Tata Consumer Products, McCormick and GS1 to identify the priorities that should shape Empack 2027, the UK exhibition focused on packaging machinery and processing technology.
PPWR implementation moves to the forefront
Among the industry's most pressing issues is the implementation of Europe's Packaging and Packaging Waste Regulation (PPWR). While the regulatory framework is becoming better understood, participants emphasized that manufacturers now need clearer guidance on translating compliance into day-to-day operations.
Rather than focusing solely on compliance, participants stressed the need to demonstrate how materials, converting technologies, automation and packaging equipment work together to deliver commercially viable packaging solutions. The discussion is particularly relevant for producers of paperboard, corrugated and other fibre-based packaging, who must increasingly balance recyclability objectives with performance requirements and compatibility with existing converting lines. These challenges are intensifying as brands seek packaging solutions that combine regulatory compliance, operational efficiency and product performance.
Board members also pointed to the need for real-world validation, suggesting that future industry events should place greater emphasis on live production demonstrations, end-to-end case studies and examples of successful implementation.
Technology adoption becomes increasingly practical
Artificial intelligence, automation and digitalisation also featured prominently in the discussions. However, the focus is shifting from identifying emerging technologies to understanding how they can be integrated into existing production environments while maintaining operational efficiency through better data integration, process optimisation and the effective use of AI-driven tools.
Other priorities identified included cybersecurity, connected packaging and the growing adoption of QR codes based on GS1 standards, reflecting the industry's broader digital transformation. Participants agreed that packaging professionals are increasingly seeking practical insight into technologies that can improve efficiency, strengthen production resilience and support better decision-making across manufacturing operations.
Collaboration across the production chain
The Advisory Board also highlighted the importance of closer collaboration between machinery suppliers, material producers, packaging engineers, brand owners and manufacturing teams. As packaging production becomes more complex, successful implementation will increasingly depend on aligning material innovation with processing capabilities and equipment performance.
For fibre-based packaging producers, this collaboration is expected to play an increasingly important role as sustainability objectives, new material developments and manufacturing technologies continue to evolve in parallel.
The discussion reflects a broader industry emphasis on turning sustainability and digitalisation objectives into practical, real-world manufacturing solutions. The recommendations from the meeting will help shape the conference program and technical demonstrations at Empack 2027, scheduled for February 24–25 at the NEC in Birmingham, UK.
About Empack
Empack is a UK trade exhibition dedicated to packaging machinery, processing technology and manufacturing solutions. Held alongside Packaging Innovations, the event brings together packaging professionals, equipment suppliers, material producers and brand owners to showcase technologies and discuss trends shaping the packaging industry.