Sustainability is steadily transforming public procurement across Europe, and the packaging industry is no exception. The recent live broadcast organized by the European Commission on 10 October 2025 highlighted the role of the EU Ecolabel in helping public buyers select greener products more easily, efficiently, and cost-effectively. With over 110,000 certified goods now on the market, the EU Ecolabel is fast becoming a key instrument to support environmentally responsible decisions in packaging.
Table of Contents
Making Sustainable Procurement Simple with Ecolabel
While public-sector buyers often face pressure to balance environmental goals with budget and operational demands, the EU Ecolabel helps simplify this process. By selecting products that already meet strict environmental standards, procurers can reduce complexity, save time and ensure public funds support sustainable solutions. This approach is particularly relevant for the packaging sector, where material use, recyclability and lifecycle impact are under increasing scrutiny.
A Growing Market of Certified Choices
The availability of “ecolabelled” products has expanded dramatically, with around 220,000 certified items available under both the EU Ecolabel and national Type I ecolabels. This wider choice is opening new opportunities for compliant and sustainable packaging materials. Contrary to the common belief that greener options cost more, recent studies show that EU Ecolabel-certified products are often competitively priced, and in some cases even more affordable than conventional alternatives.
Policy Momentum and Regulatory Push
This shift comes at a time of regulatory change, with the European Commission having launched an evaluation of the EU Public Procurement Directives, signaling the beginning of an updated framework.
Meanwhile, some EU countries have gone further by requiring sustainability criteria in multiple procurement categories. In Italy, for example, Type I ecolabels are accepted as sole proof of compliance, accelerating their adoption across various sectors, including packaging.
Innovation and Competitiveness for Packaging Manufacturers
According to the broadcast, EU Ecolabel is more than a compliance tool; it is also a driver of innovation and competitive advantage. Companies across Europe are using the label as a benchmark to develop new, more sustainable products, with manufacturers seeing certification as a strategic asset that strengthens market position, opens access to public tenders and aligns with the increasing demand for environmentally responsible packaging.
Public Procurement as a Catalyst for Change
By integrating EU Ecolabel-certified products into tendering processes, public authorities help bridge the gap between procurement practices and broader sustainability strategies, such as the Circular Economy Act and the Clean Industrial Deal. Successful examples from cities like Copenhagen demonstrate that awareness and collaboration between suppliers and public buyers are vital to scaling adoption in sectors like packaging.
Practical tools, including EU Ecolabel procurement guide, are already available to help purchasing teams include relevant criteria in tender documents effectively and consistently.
Conclusion
The EU Ecolabel is proving to be a powerful tool for transforming public procurement into a driver of sustainability and innovation, especially for the packaging industry. With a growing marketplace of certified products, supportive regulation and evidence of economic viability, the shift toward greener procurement is both practical and beneficial. As awareness increases and collaboration strengthens, packaging suppliers and public buyers alike can play a decisive role in achieving Europe’s environmental goals.
You can find European Commission’s full press release here.
