Sustainable Packaging: An Irreversible Transition in Vietnam
Vietnam’s market is witnessing a clear shift in consumer awareness and purchasing behavior toward sustainable packaging. Young consumers, particularly Gen Z and Millennials, are increasingly prioritizing products with eco-friendly packaging. New-generation trade agreements (EVFTA, CPTPP) also impose stringent environmental standards on export goods. In this context, manufacturers in Vietnam are compelled to adapt—and the question is no longer whether to make the transition, but how to do it right, do it effectively, and avoid falling into the greenwashing trap.
However, when discussing sustainable packaging, most of the attention tends to focus on the primary packaging materials: recycled plastic bottles, kraft paper boxes, biodegradable bags. A smaller yet pivotal component is often overlooked: labels.
Why are labels a key link in the sustainable packaging strategy?
A package can be designed for perfect recyclability, but if the label on it is made from incompatible materials, the entire effort can go down the drain. In mechanical recycling processes, labels made from materials different from the package body can contaminate the recycling stream, causing entire batches of material to be rejected or downcycled.
Concrete example: clear PET bottles are among the highest-value recyclable materials, capable of being recycled into new food-grade PET bottles (bottle-to-bottle). However, if a PVC label or paper label with non-wash-off adhesive is applied, the entire bottle is removed from the premium recycling stream and can only be downcycled into lower-grade polyester fiber. Similarly, kraft paper packaging with BOPP film labels cannot be recycled in the same paper stream, as the plastic film causes clogging in pulp refining equipment.
Furthermore, labels represent a significant portion of total packaging materials. Every label comes with a silicone liner, and the global label printing industry is estimated to discharge millions of tons of silicone liner waste each year that cannot be recycled through conventional means. Solving the label challenge means tackling a considerable share of the broader sustainable packaging picture.
Practical trade-offs businesses need to weigh
No sustainable solution comes for free. Every choice involves a trade-off among four factors: cost, performance, brand image, and regulatory compliance.
Cost: Sustainable materials such as FSC-certified paper, PCR film, or wash-off adhesives typically cost 10-40% more than conventional options. For businesses operating on thin profit margins, this is a practical barrier that requires a step-by-step transition roadmap rather than a complete overhaul all at once.
Performance: Some sustainable materials underperform in demanding conditions. Recycled paper may not withstand humid environments as effectively as BOPP film, while PCR film may offer lower optical clarity than virgin film. Businesses should conduct thorough testing before making the switch.
Hình ảnh thương hiệu: Người tiêu dùng ngày càng tinh tế trong việc nhận diện greenwashing. Một claim bền vững không có chứng từ hoặc bị phát hiện sai sự thật có thể gây thiệt hại thương hiệu nghiêm trọng hơn nhiều so với việc không tuyên bố gì.
Compliance: Each market has its own regulations regarding green claims. The EU is tightening its rules with directives such as the Green Claims Directive, which requires all environmental claims to be backed by scientific data. Exporting businesses need to pay special attention to this to avoid legal risks.
Hirich approaches sustainable packaging from a practical perspective: helping businesses identify which transitions deliver the greatest impact with the resources they already have, starting with small but genuinely meaningful changes—where labels often serve as the lowest-cost starting point with measurable results.
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