Novel Materials Circularity Gap. A strategic analysis of seaweed-based and compostable materials in the UK waste ecosystem

This report analyses the systemic barriers affecting the adoption of seaweed-based and compostable materials within the UK waste and packaging ecosystem. Drawing on 30 semi-structured interviews with stakeholders across the value chain — including seaweed innovators, packaging industry actors, retailers, waste operators, policymakers and researchers — the study examines how regulatory definitions, certification schemes, infrastructure compatibility and market narratives shape the legitimacy and scalability of novel materials.The findings reveal a structural “circularity gap” in which technically viable materials encounter institutional and infrastructural resistance. The report highlights how material classification, certification standards and waste-system constraints interact to influence market adoption and environmental outcomes. It argues that innovation pathways are shaped not only by material performance but also by governance frameworks, regulatory categories and infrastructure design.The study contributes to ongoing debates on sustainable packaging, bioplastics and circular economy transitions, offering insights for policymakers, industry actors and researchers working on material innovation and waste system transformation