Packaging innovation across industries: Where does automotive stack up? 

Packaging is becoming an increasingly important lever for automotive businesses, bringing with it pressure to comply with new regulations and rules, especially in Europe, as well as ample opportunities for time and cost savings, increased profit, and improved sustainability. But it is no secret that the automotive industry is not at the forefront when it comes to reaping the benefits from packaging as a strategy, and other industries like pharmaceuticals and food and beverage are leading the way. 

MM Group, a packaging solutions firm that works across multiple industries including pharma, automotive, food and beverage and other premium consumer goods, has a broader scope and better ability to tally up which industries are doing packaging right, and what automotive can learn from them. 

In an interview with Automotive Logistics' sister site, Neue Verpackung, MM Group's director of innovation, product development and technical services, board and paper division, Michael Strobl, and its head of moulded pulp, Artur Fiktus, spoke about the trends in packaging innovation they're seeing across industries, and pain points the automotive industry is facing that could be solved or helped through packaging solutions. 

This interview was carried out by Automotive Logistics' sister site, Neue Verpackung, with additional insights and context added by Automotive Logistics.

Editorial team: The MM Group is active in many industries. What role does the automotive sector play in your portfolio today – and how has this changed in recent years?

Michael Strobl, MM Group: The automotive industry has developed into an important benchmark sector for MM. With its high demands on performance, efficiency, supply chain stability and sustainability, it acts as a driver of innovation for us. We are seeing a growing number of customer projects and are deliberately transferring experience from other industries to automotive applications. In particular, the shift towards sustainable packaging concepts – fuelled by climate targets such as Net Zero 2050 or the planned 50% emissions reduction by 2030 – is creating growth potential for both classic folding cartons and moulded fibre solutions.

New offerings such as MM Moulded Pulp or our barrier grease solutions are increasing the relevance of MM as a partner for the industry. With our packaging, we can offer solutions ranging from folding cartons for spare parts to complex moulded fibre components for batteries and gearboxes.

Which trends and requirements are you currently encountering most frequently?

Strobl: The industry is undergoing a massive transformation process. For our automotive customers, packaging is becoming increasingly important in strategic terms – especially in the context of decarbonisation. We are seeing strong demand for fibre-based, circular solutions that reduce waste and make processes more efficient. At the same time, the growing regionalisation of supply chains is reinforcing the importance of our global footprint.

With our multi-mill concept, we primarily offer security of supply. And of course, cost pressure remains high. Thanks to our expertise, we are able to replace plastic packaging with economically attractive, functional paper solutions. Here we offer environmentally friendly alternative solutions for industrial applications.

How closely do the moulded pulp and board & paper business units work together in development for automotive customers?

Artur Fiktus, MM Group: The two areas combine expertise in material development, additives and functional barriers. Here, specialists from both divisions work hand in hand to develop high-performance alternatives to plastic solutions. We tap into synergies in both business units to create better solutions for our customers.

The cost burden in the automotive sector is currently high. What impact are you feeling and how can you support OEMs and suppliers?

Strobl: We are in very close contact with our customers and understand the challenges. As a development partner, we bring in new perspectives, especially in the area of plastic substitution, and offer sustainable as well as economically attractive alternatives.

At the same time, we ensure that packaging can be easily integrated into production processes and that transport volumes are used optimally. Ultimately, it is about reconciling function and cost-effectiveness. This brings cost advantages along the entire value chain.

Which typical pain points in the automotive supply chain can be eased through optimised packaging?

Fiktus: Optimised packaging can resolve numerous bottlenecks – from inefficient use of space and transport damage through to labour-intensive handling. Our moulded fibre solutions enable precise protection against surface contamination or vibration. Fibre-based materials also help to meet sustainability and recyclability requirements. We also try to understand how the packaging is used in order to ensure optimisation in internal handling as well.

To what extent does the volatile global situation – such as material shortages or geopolitical risks – influence your developments?

Strobl: Thanks to our vertical integration – our own fibre, board and paper production as well as converting and moulded fibre manufacturing – we are significantly less dependent on volatile global supply chains. Our solutions are based predominantly on European material and recycling streams. In addition, with our recycling sites we can even offer take-back models for packaging. A seamless circular economy.

The EU's Packaging and Packaging Waste Regulation (PPWR) mainly concerns consumer goods, but has an indirect impact on B2B structures. What consequences do you see for the automotive industry?

Fiktus: The PPWR marks a paradigm shift. Packaging is evolving from a pure logistics element into a regulated part of the value chain – including transport and industrial packaging. This forces manufacturers to move from a linear model to closed loops. Harmonisation, standardisation and durable, sustainable packaging solutions are coming more into focus. We support customers with TCO and CO₂ analyses as well as a broad fibre portfolio.

How important are topics such as recyclability, material efficiency or CO₂ reduction for your automotive customers?

Strobl: These requirements are no longer optional. They have become central strategic key figures – driven by regulation and the goal of a circular economy. Packaging is thus becoming the strategic interface between logistics performance and sustainability ambitions. It is increasingly shaping both brand perception and the efficiency of the entire system.

How do you balance sustainability and functional performance – especially for heavy or sensitive components?

Fiktus: We pursue an integrated approach that does not play off protective function against sustainability. Fibre-based solutions such as MM Moulded Pulp enable stable, shock-absorbing and precisely fitting packaging – ideal even for heavy or sensitive components. With our technical expertise, we develop customised packaging that offers optimal protection while at the same time meeting the requirements for circularity.

What impact do new drive technologies, especially battery technologies, have on packaging development?

Fiktus: The impact on packaging design is less fundamental than often assumed, but it is noticeable. There is a growing need for tailored cushioning, antistatic properties, insulation and traceability. In addition, battery modules often require reinforced structures and flexible internal layouts. Reducing complex multi-material combinations is also important – as is close collaboration along the entire value chain.

In your view, where is the greatest potential for optimisation in the interaction between logistics, packaging development and production?

Strobl: The biggest lever is the early involvement of all partners. If packaging is already taken into account at the design stage, “smart” solutions emerge that save material, increase transport density and support automated processes. Transparency, open exchange of information and co-development are crucial – as is a holistic view of the entire material flow all the way back into the cycle.