Italian supermarkets enter a new phase of the sustainability journey, focusing on cutting plastic in packaging, logistics and store operations. What started as scattered pilot projects is now a coordinated industrial effort, run by new European regulations, upcoming taxes and increasing awareness of public awareness.
The change is visible on the shelves, in store design and even behind the scenes in the way film and packaging waste is handled. Large retail groups such as Conad, Coop, Esselunga and Carrefour collaborate with suppliers to reconsider packaging and experiment with recycled and compostable materials.
New Rules Start The Change
The EU packaging and packaging waste regulation is to set binding goals for reduction and recycling, while Italy has introduced several measures to speed up the transition. Most remarkable is the national plastic treasure-Feed-Fem Cent per kilo of virgin plastic-which is now planned to come into force in 2026.
Retailers say that the measure will reshape sourcing and supplier conditions. Many chains have already moved towards recycled materials to avoid future costs. Some have also joined sector partnerships to standardize packaging formats and simplify recycling.
Stores Start Changing First
One of the first areas where progress has been made is not on consumer goods, but in store fittings. Southern dealer Megamark Group replaced thousands of shelves made of virgin plastic with versions made of recycled plastic. Old parts were gathered, treated and put back in circulation.
Although the change may seem little, the group estimates that it has eliminated about 36 tones of virgin plastic. Similar initiatives are now visible in logistics, including reusable pallets and transport boards made of recycled materials.
New Bags That Can Rot Away
now the Plastic carrier bags were among the first disposable items targeted. Spar Italy and its regional partners introduce fully compostable bags made of plant -based naturel materials that’s verry good for our eco system. The new bags are easily integrated into the country’s organic waste system, where households are already separating kitchen waste.
Customers have responded positively to using the same bags to lens food waste bins before disposal at home. Dealers say that the move reduces the number of traditional bags in circulation without causing greater disruptions in the box.
Verry Less Plastic Around Fresh Food
Fresh produce, meat and cheese have traditionally depended on plastic for sanitary and conservation. Retailers are now working with suppliers to use hybrid packaging, which uses cardboard trays with thin recyclable linings that reduce plastic use by up to 90 percent.
Manufacturers have also begun to offer mono-material packages, which is easier for recycling systems to process. In northern regions, several cooperatives have tested fiber -based boards for local fruits and vegetables while balancing sustainability and composability.
People Start Refilling Bottles
While you are still a niche concept, filling stations for detergents and personal care items are displayed slowly in Italian stores. Customers bring their own containers, fill them on site and pay by quantity.
Independent chains like Detersfuso have built their business all around this model, while larger supermarkets study the logistics and hygiene requirements before expanding. Industry analysts expect refill concepts to expand over the next few years, especially in urban areas where consumers are more willing to try new shopping stoves.
Old Plastic Gets Used Again
A less visible but equally important change takes place behind the scenes. Supermarkets generate large amounts of film and pallet foil, which were previously sent for landfill or combustion. Many dealers now collect this material and return it to recyclers, which makes it a new film for packaging.
These closed loops reduce waste and lower material costs at a time when raw plastic prices remain unstable. The practice is also to help chains demonstrate progress towards the goals of circular economy.
Private-Label Leadership
Private labels have become the most important test area for the innovation of packaging. Retailers can directly decide how to present their own brands and can move faster than multinational suppliers.
For example, Carrefour Italy has committed to removing thousands of tons of virgin plastic from its private-label products by 2030. Other groups have set similar goals for boards, film and bottle materials. Changes often start with one or two categories – prepared meals, detergents, household products – before expanding to the entire area.
Eco Things Still Cost More
Despite visible progress, retailers face clear obstacles. Compostable and recycled materials still cost more than traditional plastic, and not all substitutes meet the requirements for durability or barrier for food. Small suppliers also lack resources to redesign packaging or buy new equipment.
Industry bodies emphasize that the transition must balance environmental goals with product safety and cost checks. “If the packaging fails and the food is wasted, the environmental benefits disappear,” said a packaging practice during a recent trade event.
More Places To Recycle Now
Italy’s recycling network is developing quickly. COREPLA, the national consortium for plastic packaging, handles more than one million tonnes of waste each year. New sorting plants are being built to separate the seventeen different types of polymers.
Torin’s new Iren plant, one of Europe’s most advanced facilities, can treat complex mixed plastic that once went to landfill. The energy company ENI also expands chemical-recycling technology that is capable of making mixed waste into raw raw material for new plastic products. These advances give retailers more confidence that their packaging changes will have a real downstream impact.
What You See In the Store
The difference is now visible to customers. Fresh aisles have a more natural look, with paper tones replacing shiny plastic. Bakery sections use paper bags with small cellulose windows. Fruit and vegetable nets are increasingly made from compostable fibres.
Recycled shelf labels and dividers carry small notes stating “made from recycled material.” At checkout, biodegradable carrier bags have become the norm. For many shoppers, the change feels subtle rather than disruptive — a sign that sustainability can fit easily into everyday shopping.
Shops Work Together
Competition remains strong among retailers, but on plastic reduction there is growing cooperation. Groups share supplier information, packaging specifications and recycling contacts through unions. General guidelines for recycling and reusable systems also appear.
This collaboration helps smaller players follow established examples instead of starting from scratch, and ensuring that progress spreads throughout the market instead of being limited to larger national chains.
Shoppers Push The Change Too
Italian shoppers have played a role in speeding up the transition. Social media criticism that products that are overpacked have led to retailers undergoing packaging policy. Many now test “plastic -free” sections or weekly campaigns to measure interest in alternatives.
Studies show that consciousness continuously increases, especially among young consumers. Dealers see this as both pressure and opportunity-that can combine environmental advances with convenience can build long-term loyalty.
What Happens Next
Over the coming two years, the twin forces of regulation and economics will define the pace of change. The EU’s new packaging rules will require higher recycling rates and more reuse systems, while Italy’s delayed plastic tax will increase costs for those slow to adapt.
Analysts expect broader use of fibre-based trays and expansion of refill models, especially for household goods. Delivery pilots using reusable boxes are also under discussion. Retailers that move early are likely to benefit from lower compliance costs and stronger consumer perception.
What We Can Learn From Italy
Italy’s retail experience shows that sustainability is successful when it feels practical. Shoppers react best when improvements are made to simple routines – a stronger bag, simpler packaging or a cleaner look on the shelf. Environmental and convenience can cooperate instead of in competition.
Beyond The Italian Market
The progress made by Italian dealers is already affecting the neighboring markets. The Italy-based package supplier exports recyclable and compostable solutions to France, Spain and Greece. Since Southern Europe shares similar supply-declining structures, it is hoped that Italy’s experience will serve as a blueprint for the region’s next wave of packaging reform.
Conclusion
From recycled shelf brackets to compostable bags and paper -based boards, Italian retailers transform plastic reduction from a large news article to a daily practice. The approach is careful, but consistent, based on regulation, cost control and practical cooperation throughout the sector.
The result is not a marketing trend, but a structural change in the operation of supermarkets. As an industry analyst said: “The goal is not to eliminate plastic overnight, but to get each piece of packaging numbers.”
