Purpose of this paper The purpose of this paper is to explore the role and potential of packaging in order to obtain more sustainable goods flows. Design/methodology/approach An explorative research approach based on case survey methodology in which description, exploration and analysis of 34 reported cases are made. The empirical focus is goods flows in fast moving consumer goods (FMCG) supply chains. Findings The insights presented highlights and provides guidance on the pros and cons packaging provides for sustainable goods flows in the FMCG industry. Research limitations/implications (if applicable) Based on knowledge and insights about the flows of goods and tomorrows requirements on sustainable societies, this paper reports on insights for making the goods flows in the FMCG industry sustainable based on a packaging perspective. The research has focused on FMCG goods flows, starting with the inbound flow of packaging at the product filler and ending at the retail outlet. Practical implications (if applicable) The insights can guide organisations to consider and reflect on how and when packaging enables or hinder sustainability aspects of goods flows. Extra effort should be on designing packaging system solutions that mitigate the negative effects of non-consumed products. What is original/value of paper While several studies have reported on the sustainability impact of logistics, transportation or supply chain structures, the perspective of packaging is rarely treated, neither in theory nor in practise. With a packaging perspective, the assessment of goods flows in supply chains is integrative, since packaging is naturally built on the intersection of logistics, marketing, sales, ergonomics and environmental considerations
