Paper is emerging as the leading contender, yet for many applications, the lack of a reliable waterproof barrier remains a limitation. It’s where the adage, “the customer is always right,” may need a rethink. Widespread disdain for soggy paper straws and flimsy compostable lids suggests that when people sense a trade-off, performance and convenience typically win out.

Seeking to close that gap, as part of its ‘Repackaging tomorrow’ strategy, Norwegian manufacturer Elopak invested in Blue Ocean Closures to develop firm, fully recyclable fiber closures to replace plastic lids on its paperboard cartons. “One million plastic bottles are produced every minute globally, yet only 8% are recycled, a clear sign of the need to reduce plastic use. That leaves 920,000 bottles per minute unaccounted for. We must reduce plastic use,” says Elopak’s CEO Thomas Körmendi, targeting the US market as part of its expansion.

Japanese producer Oji Holding Corp is redirecting its business from paper toward sustainable materials, with food packaging as a key focus. President and CEO Hiroyuki Isono says the company’s three-year plan for 2025–2027 will serve as a foundation for this transformation. “Maybe the price is higher, but we should move to sustainable materials. Regulation is needed. In Europe, it’s coming. People are starting to pay more to meet those regulations,” he adds.

From Europe to North America, paper innovation is moving from niche pilots to mainstream. Smurfit Westrock is working with Danone, Alpro, and Ferrero to replace plastic in cartons, biscuit tubes, and Coca-Cola multipacks. In the UK, Reckitt is shifting Dettol and Lysol into solid board and paper packs, while its Finish dishwashing range, once in multilayer plastic, now launches in Europe with 85% paper content. Together, these moves suggest paper is edging toward challenging plastic at scale.