This text is based on an interview with Justyna Bąk from Groupe Guillin. The conversation with her appeared in the 2026 Report: “The Soft Fruit Market from an International Perspective.” If you want to download the full report, download the 2026 report.
Reducing the use of plastics is one of the main directions of packaging development in the soft fruit market. Retail chains and discount stores are increasingly choosing solutions that require less raw material to produce – although the scale of these changes depends on the specific retailer and its target group.
At the same time, a change in packaging design is visible. Traditional buckets with a separate handle and lid are giving way to lighter, mono-material RPET packaging, closed with a lid or top-seal technology – a thin, heat-sealed film. Solutions of this type are already appearing in larger weights, e.g. 300 g or 500 g.
Reducing packaging weight is not only an ecological issue but also a matter of transport economics. The lighter and more compact the packaging, the more units fit on a pallet and in a trailer, which translates into lower fuel consumption and lower CO2 emissions per unit of product.
Despite the development of alternative materials – paper, pulp, or cellulose, mono-material RPET remains the most commonly chosen solution in the soft fruit segment. In many cases it is obtained from recycling, and after the end of its life cycle it is passed on for reprocessing. Plastic packaging is compatible with top-seal closure, which allows plastic consumption to be reduced by as much as around 20% compared to lid-closed packaging.
Why haven’t more environmentally friendly alternatives displaced plastic yet? First – economics: plastic packaging is cheaper, and the industry has proven machine infrastructure for forming and sealing it, while new materials require different, costly processes. Second – logistics: plastic is lighter and takes up less space, which lowers transport costs and CO2 emissions. In addition, the material is durable, which better protects delicate fruit. Third – technique: processing plastic is simpler than processing laminate-coated paper packaging. Product exposure also matters – transparent packaging allows the consumer to assess the fruit’s quality at a glance, which has real sales significance for fresh produce.
The share of recycled materials in soft fruit packaging is steadily increasing – in many solutions it already reaches up to 80%.
The importance of traceability is also growing. A unique code on the packaging makes it possible to track the product at every stage of the supply chain – from raw material, through production and packaging, to distribution and the product’s appearance on the store shelf. This is a response to growing regulatory requirements and retail chains’ expectations regarding supply chain transparency.
The soft fruit packaging market has for years relied on standardization – it is retail chains that have the decisive say in choosing the packaging format and appearance. However, there is visible growing interest among growers and processors in individual solutions that differentiate the product and brand on the shelf.
The development of top-seal technology makes personalization easier – a printed message or logo can be placed directly on the heat-sealed film, without designing a new package from scratch. Box suppliers are also developing their R&D capabilities, offering the possibility of creating fully personalized packaging according to the customer’s vision – a trend whose importance will likely grow along with brand competition on store shelves.
Over the coming years, one of the key trends is the full automation of packaging processes. Packaging will increasingly be designed to work with automatic feeders and packing lines, responding to the need for higher efficiency and to the structural labor shortage that many producers and packing companies face today.
Alongside automation, two further directions will gain in importance: the continued spread of mono-material packaging, which is easier to reprocess, and a consistent reduction in packaging weight. These three elements – automation, mono-materiality, and weight reduction – can be considered the most likely direction for the development of the soft fruit packaging market in Europe.
What is the main trend in soft fruit packaging?
Reducing plastic consumption while maintaining logistical efficiency – through lighter mono-material RPET packaging and top-seal technology.
Why does plastic packaging still dominate over paper and cellulose?
Due to lower cost, available machine infrastructure, lower weight and transport volume, and better product exposure for the consumer.
What share of recycled materials do soft fruit packages have today?
In many RPET-based solutions, the share of recycled material reaches up to 80%, and packaging life cycle assessments (LCA) help select the packaging with the best environmental balance.
Which trend in soft fruit packaging will dominate through 2030?
Full automation of packaging processes, supported by mono-material packaging and weight reduction.
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