Terry Knowles, European Correspondent02.16.22
Packaging has long been a battleground for the paint industry in terms of brand appearance and on-shelf appeal, identification etc. In more modern times there have been different-shaped cans and pails that have appeared on the market to make them more painter-friendly.
In recent years, increasing consideration has been given to the nature of the materials used in paint packaging, but understandably developments in this area are slow. According to AkzoNobel, packaging accounts for between 10% and 20% of a paint’s carbon footprint. Industry giants like AkzoNobel and Tikkurila have been at the forefront of some of the more eco-conscious packaging developments in Europe – certainly for the decorative sector.
Back in 2018, Tikkurila launched in its Baltic markets (Latvia, Lithuania, Estonia) a range of paints packaged in post-industry recycled (PIR) plastic in a measure that reduced virgin material consumption and VOC emissions in the supply chain. In the same year the Hempel-owned Crown Paints in the UK went on to launch the industry’s first sustainable paint packaging complete with an innovative manufacturing method for its production based on the recycling of polypropylene containers.
Now the new Tikkurila owner PPG has announced that its TIKKURILA Euro brand has introduced product packaging with up to 25% recycled plastic content in Russia. The packaging material, called Vivilen, was developed by Russian petrochemicals firm SIBUR. Vivilen contains up to 50% recycled polypropylene or polyethylene.
“Vivilen is a solution created to meet our customers’ sustainability efforts, and to satisfy the growing demand from processors and end users aimed at involving recycled materials in production,” said Alexey Sboev, SIBUR marketing director. “In developing Vivilen, we offer innovators partnering with us a full-fledged platform to meet to the public demand for ‘green’ solutions.”
PPG’s new paint packs are being marked with an eco-label to demonstrate that they contain recycled content. The good news for the consumer is that there is no price differential compared to standard paint packaging.
“PPG aims to make a positive contribution to the overall reduction of plastic waste volumes,” said Ekaterina Balon, Tikkurila marketing director, Russia, Central Asia and China.
“Tikkurila by PPG has the highest number of eco-labelled products in our core markets. The introduction of packaging with recycled content for the Tikkurila Euro line by PPG is another important step in our sustainability journey.”
These moves on the part of PPG in Europe reflect the fact that PPG’s architectural coatings packaging in Europe contains up to 80% recycled material in Europe (in the USA it is up to 100%), not counting the lid and handle. But to finish it all off (literally), PPG has revealed that it’s testing packaging that uses 100% recycled content for the packaging and lid too.
Targeting packaging recycling in the UK
However, it’s not just giant companies such as PPG and AkzoNobel that woo customers with eco-efficient ideas. Before eco-efficiency and concerns for the planet became really mainstream, highly eco-friendly ideas were often the preserve of small companies that targeted those with earth-friendly lifestyles who might have been considered ‘alternative’. But as is often the case, ‘alternative’ has a habit of going large.
Nowadays, the potential for independent startups is even more fertile as small and independent businesses are able to launch quicker through social media. Recently, a new startup company in the UK has entered the market with decorative paints being sold in fully recyclable pouches. In December, YesColours set about addressing the idea of waste paint in the UK with a revolutionary packaging design that sought to replace traditional paint tins with fully recyclable pouches – the type that are most commonly used for food and cosmetic products. The products have already been picked up by designers and influencers to help get the word out.
YesColours’ paint pouch alone uses 16% less fossil fuel, generates 21% fewer greenhouse gas emissions and uses 26% less water throughout its production than traditional rigid packaging, giving consumers the opportunity to help protect the environment before they’ve even started painting. Connecting ease of purchase with disposal is the fact the paints are sold in one-liter sized pouches, which reduces potential over-ordering and therefore waste too. So at the opposite end of the consumer chain, pouches can be disposed of in local store or supermarket recycling points, and that is considered superior to leaving tins in sheds to reap their ultimate destinies of landfill or incineration. Furthermore, as UK collection services improve curb-side recycling, customers will be able to recycle in their homes as well.
In a statement, John Stubbs, founder & CEO of YesColours, said, “We are launching YesColours with a packaging solution in the hope that we kick-start a radical change in how paint is packaged for DIY customers in order to allow for easier recycling – a common problem for many UK households. This represents our first step in taking an innovative approach to environmental issues, whilst also providing customers with premium quality paint in colours that promote wellbeing, whilst also helping protect the world around us.”
For the completeness of the record, the paints have been angled with the idea of wellness which was very popular in 2021 during the pandemic conditions; the colors have been chosen for how they can improve mental and physical health and arranged accordingly. And while the YesColours packaging is fully recyclable, the paint formulations they carry have zero added VOCs, nor do they have azo dyes or surfactants (APEs and NPEs).
Paint packaging is big business!
These trends towards the greater use of PP and to a lesser extent PET were previewed in a market research study from Grand View Research back in 2018. Especially interesting is that although we read much about the impact of recycling as far as decorative paint packaging is concerned, especially when angled at DIY/consumer use, it is the professional use sector that actually accounts for the vast majority of the paint packaging market; consumer paints and coatings account for just 8% of the global total. The key distinctions that are made in terms of consumer versus pro use are the aesthetic requirements for on-shelf presentation for home users, versus the impact- and chemical resistance that are needed for professional (or more industrial) formulations. One of the key attractions of PP is greater clarity, which for undecided consumers must surely be a plus when it comes to color selection.
In recent years, increasing consideration has been given to the nature of the materials used in paint packaging, but understandably developments in this area are slow. According to AkzoNobel, packaging accounts for between 10% and 20% of a paint’s carbon footprint. Industry giants like AkzoNobel and Tikkurila have been at the forefront of some of the more eco-conscious packaging developments in Europe – certainly for the decorative sector.
Back in 2018, Tikkurila launched in its Baltic markets (Latvia, Lithuania, Estonia) a range of paints packaged in post-industry recycled (PIR) plastic in a measure that reduced virgin material consumption and VOC emissions in the supply chain. In the same year the Hempel-owned Crown Paints in the UK went on to launch the industry’s first sustainable paint packaging complete with an innovative manufacturing method for its production based on the recycling of polypropylene containers.
Now the new Tikkurila owner PPG has announced that its TIKKURILA Euro brand has introduced product packaging with up to 25% recycled plastic content in Russia. The packaging material, called Vivilen, was developed by Russian petrochemicals firm SIBUR. Vivilen contains up to 50% recycled polypropylene or polyethylene.
“Vivilen is a solution created to meet our customers’ sustainability efforts, and to satisfy the growing demand from processors and end users aimed at involving recycled materials in production,” said Alexey Sboev, SIBUR marketing director. “In developing Vivilen, we offer innovators partnering with us a full-fledged platform to meet to the public demand for ‘green’ solutions.”
PPG’s new paint packs are being marked with an eco-label to demonstrate that they contain recycled content. The good news for the consumer is that there is no price differential compared to standard paint packaging.
“PPG aims to make a positive contribution to the overall reduction of plastic waste volumes,” said Ekaterina Balon, Tikkurila marketing director, Russia, Central Asia and China.
“Tikkurila by PPG has the highest number of eco-labelled products in our core markets. The introduction of packaging with recycled content for the Tikkurila Euro line by PPG is another important step in our sustainability journey.”
These moves on the part of PPG in Europe reflect the fact that PPG’s architectural coatings packaging in Europe contains up to 80% recycled material in Europe (in the USA it is up to 100%), not counting the lid and handle. But to finish it all off (literally), PPG has revealed that it’s testing packaging that uses 100% recycled content for the packaging and lid too.
Targeting packaging recycling in the UK
However, it’s not just giant companies such as PPG and AkzoNobel that woo customers with eco-efficient ideas. Before eco-efficiency and concerns for the planet became really mainstream, highly eco-friendly ideas were often the preserve of small companies that targeted those with earth-friendly lifestyles who might have been considered ‘alternative’. But as is often the case, ‘alternative’ has a habit of going large.
Nowadays, the potential for independent startups is even more fertile as small and independent businesses are able to launch quicker through social media. Recently, a new startup company in the UK has entered the market with decorative paints being sold in fully recyclable pouches. In December, YesColours set about addressing the idea of waste paint in the UK with a revolutionary packaging design that sought to replace traditional paint tins with fully recyclable pouches – the type that are most commonly used for food and cosmetic products. The products have already been picked up by designers and influencers to help get the word out.
YesColours’ paint pouch alone uses 16% less fossil fuel, generates 21% fewer greenhouse gas emissions and uses 26% less water throughout its production than traditional rigid packaging, giving consumers the opportunity to help protect the environment before they’ve even started painting. Connecting ease of purchase with disposal is the fact the paints are sold in one-liter sized pouches, which reduces potential over-ordering and therefore waste too. So at the opposite end of the consumer chain, pouches can be disposed of in local store or supermarket recycling points, and that is considered superior to leaving tins in sheds to reap their ultimate destinies of landfill or incineration. Furthermore, as UK collection services improve curb-side recycling, customers will be able to recycle in their homes as well.
In a statement, John Stubbs, founder & CEO of YesColours, said, “We are launching YesColours with a packaging solution in the hope that we kick-start a radical change in how paint is packaged for DIY customers in order to allow for easier recycling – a common problem for many UK households. This represents our first step in taking an innovative approach to environmental issues, whilst also providing customers with premium quality paint in colours that promote wellbeing, whilst also helping protect the world around us.”
For the completeness of the record, the paints have been angled with the idea of wellness which was very popular in 2021 during the pandemic conditions; the colors have been chosen for how they can improve mental and physical health and arranged accordingly. And while the YesColours packaging is fully recyclable, the paint formulations they carry have zero added VOCs, nor do they have azo dyes or surfactants (APEs and NPEs).
Paint packaging is big business!
These trends towards the greater use of PP and to a lesser extent PET were previewed in a market research study from Grand View Research back in 2018. Especially interesting is that although we read much about the impact of recycling as far as decorative paint packaging is concerned, especially when angled at DIY/consumer use, it is the professional use sector that actually accounts for the vast majority of the paint packaging market; consumer paints and coatings account for just 8% of the global total. The key distinctions that are made in terms of consumer versus pro use are the aesthetic requirements for on-shelf presentation for home users, versus the impact- and chemical resistance that are needed for professional (or more industrial) formulations. One of the key attractions of PP is greater clarity, which for undecided consumers must surely be a plus when it comes to color selection.