Anyone who thinks that the entry into force of the European Packaging and Packaging Waste Regulation (PPWR) on August 12 marks the end of the process is mistaken. In reality, the real push toward sustainability is only just beginning. What does the path to new packaging labels and circular packaging look like?
The European Packaging and Packaging Waste Regulation (PPWR) has been under intense development in recent years. This regulation is intended to reduce packaging waste in Europe and promote more sustainable packaging. This is necessary because approximately 40% of all plastic used consists of packaging. And in 2022 , every European generated an average of more than 36 kilograms of plastic packaging waste per year.
Among other things, the PPWR requires that consumers be able to clearly see on the packaging how to sort it and what material category it belongs to. The packaging itself must, of course, also become much more sustainable—for example, by mandating reuse and by using recyclable and recycled packaging materials. Unnecessarily large or useless packaging is a thing of the past. The ultimate goal is a more circular packaging chain with zero waste.
The Starting Point of a New Reality for Packaging
The first phase of the legislation is primarily a compliance exercise focused on the packaging manufacturer. As of August 12, manufacturers must have a declaration of conformity stating which materials were used, whether any harmful substances are present, and to what extent the packaging is recyclable. A conformity assessment has been conducted for every new type of packaging. These new administrative requirements apply to a wide range of packaging, from PET bottles for soft drinks and boxes of granola to the plastic wrap around a pallet or a paper shopping bag you receive at the store.
PPWR after August 12, 2026: What will Change for Businesses?
Although the PPWR is currently receiving the most attention in the packaging industry, starting in August, the new law marks the beginning of a shared responsibility for every company in the supply chain. The law will become increasingly strict and comprehensive over the years, starting with the labels and markings on packaging. The next deadline is exactly two years later, in 2028. At that time, uniform European symbols will be introduced to clearly show consumers how to sort their packaging. Where necessary, additional information will be made available digitally, for example via a QR code.
This is a task for various links in the supply chain and departments within a company. For example, packaging labels must be redesigned to make room for these symbols. There’s work to be done for designers in the packaging industry, as they must adapt the labels. Colleagues in the legal department will verify that the information is accurate. Packaging buyers must then check those labels, as must retailers. And waste processors will need to learn to operate in accordance with this European collection method. Incidentally, the national deposit symbols will still be permitted.
In 2030, it will be the packaging itself’s turn
The next milestone is in 2030. Starting then, the legislation will impose sustainability requirements on the packaging itself. This packaging will be designed—as specified in the regulations—in accordance with “Design for Recycling” requirements. In other words, it must be recyclable, without complex material combinations that are difficult to separate. If less than 70% of a complete package is recyclable, it may no longer be placed on the market starting in 2030 . A plastic bottle covered with a film that is difficult to remove will no longer be permitted. The same applies to a cardboard box with a plastic layer glued to it. The same rule applies to food packaging consisting of three layers: paper, plastic, and aluminum.
For the first time, minimum percentages of recycled material will apply. For example, a PET beverage bottle must consist of at least 30% recycled material. In 2040 , the percentages for recycled plastic will be raised further. For example, a manufacturer of shampoo bottles that uses an average of 35% recycled plastic in 2030 must increase this to 65% by 2040 at the latest .
Impact on Every Business
The European Packaging and Packaging Waste Regulation (PPWR) has a significant impact on all companies that buy or sell packaged products. The PPWR affects every link in the supply chain. Although the packaging design requirements take effect in 2030, organizations certainly cannot afford to sit back and do nothing until then.
Business owners would be wise to start compiling an inventory of all packaging used in their company right now. Which supplier provides the packaging, and what materials is it made of? Companies can then identify which packaging will no longer meet recyclability requirements in the future. That’s where new ideas need to be developed. The preparation time required to review all packaging, devise new concepts, and research and test alternatives often spans several years.
The brand owner must have devised and developed new packaging concepts. The distributor and online retailers have phased out the large, inefficient boxes in which products are shipped and have adapted their processing methods and logistics accordingly. And the food manufacturer has had new packaging developed that is made from recycled plastic while also ensuring food safety.
Better to Start Early
The PPWR is therefore more than just a packaging law. It is a logical and ambitious step toward a circular packaging chain. Businesses that start now by analyzing their packaging, collecting material data, and devising smart and sustainable alternatives will not only comply with the law on time but will also gain a competitive edge in the market. So it’s better to start working on tomorrow’s packaging today.
Are you ready for the PPWR yet? Download the free PPWR starter kit. In it, we break down PPWR compliance into manageable steps.
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In the startkit you will find:
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PPWR-stappenplan
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PPWR-checklist
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Waste separation instructions
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Declaration of conformity template
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