The European Union’s Packaging and Packaging Waste Regulation (PPWR) came into force on February 11, 2025. This regulation significantly changes the rules governing packaging and packaging waste across the EU. The transition period lasts for 18 months, meaning the new requirements will be fully enforced by August 11, 2026. The reform aims to reduce packaging waste, improve recyclability, increase reusable solutions, and harmonize legislation across the EU. These changes impact all companies that use, manufacture, or place packaging on the market.
Why Is PPWR Important?
The management of packaging and packaging waste is one of Europe’s key sustainability challenges. Currently, each EU citizen generates an average of 188.7 kg of packaging waste per year, and without additional measures, this amount is expected to increase by 19% by 2030.
PPWR aims to reduce packaging waste levels compared to 2018 as follows:
- By 2030: 5% reduction
- By 2035: 10% reduction
- By 2040: 15% reduction
PPWR introduces several new requirements that impact packaging design, recycling, and reporting. Below are the key changes:
1. All packaging must be recyclable
By 2030, all packaging placed on the market must be recyclable and meet EU recyclability criteria.By 2035, all recyclable packaging must also be collectible, sortable, and processable on an industrial scale.
Impacts on businesses:
- Packaging design must be adjusted to ensure it is both technically and economically recyclable.
- Multi-material packaging will be subject to specific requirements to prevent interference with efficient recycling.
- Material choices must consider not only recyclability but also the potential for reuse.
2. Stricter requirements for reusable packaging, this paerticularly applies to:
Reuse requirements for beverage and transport packaging and the food and beverage sector, where certain single-use plastic packaging will be banned
Impacts on businesses:
- Reuse systems must be developed, particularly for beverage and transport packaging.
- Material flows within the supply chain must be mapped to optimize reuse solutions.
- Reusable packaging models could lead to long-term cost savings and competitive advantages.
3. Packaging labeling and consumer information will change
PPWR sets stricter requirements for packaging labels to help consumers and businesses sort and recycle packaging more easily.
Impacts on businesses:
- All packaging must include clear labeling on recyclability and material composition.
- Consumer packaging must feature a harmonized labeling system across the EU to guide proper recycling.
- Compliance with labeling requirements will require a review of packaging materials and design.
4. Increasing requirements for recycled materials in packaging
PPWR mandates the use of recycled materials in new packaging for example plastic bottles must contain at least 30% recycled plastic by 2030 and 65% by 2040.
Impacts on businesses:
- Raw material sourcing must increasingly shift towards recycled materials.
- Long-term contracts with recycled material suppliers may be necessary to ensure price stability and availability.
How should businesses prepare for PPWR requirements?
Although the transition period lasts until August 2026, businesses should start taking action now. Here are the key steps:
- Evaluate your current packaging – Does it meet PPWR’s recyclability and reuse requirements?
- Review packaging labels – Are they aligned with the upcoming regulations?
- Ensure the availability of recycled materials – Does your company have a sourcing strategy for recycled materials?
- Monitor industry-specific requirements – Some sectors, such as the food industry, may face stricter rules.
PPWR brings challenges but also opportunities
PPWR is not just a regulatory challenge – it is also an opportunity to develop more sustainable, efficient, and economically viable packaging solutions. With this regulation, companies can gain a competitive advantage by adopting innovative and environmentally friendly packaging solutions.
