What is the PPWR? Definition of the New EU Packaging Regulation
The PPWR (Packaging and Packaging Waste Regulation) is the new EU packaging regulation. It replaces large parts of the previous packaging directive and creates, for the first time, a uniform set of rules for packaging across all EU member states. Companies must henceforth design packaging to be more recyclable, resource-efficient, and focused on reuse. Most provisions come into effect on August 12, 2026.
Which Companies Are Affected by the PPWR?
The PPWR affects all actors along the packaging and supply chain. This includes, in particular, packaging manufacturers, importers, retail companies, e-commerce providers, and logistics and fulfillment service providers. Companies that place packaged products on the European market for the first time also fall within the scope of the regulation. Thus, the EU packaging regulation affects virtually all companies that manufacture, distribute, or use packaging for goods shipment.
PPWR Objectives: Reduce Packaging Waste and Promote Recycling
The PPWR centers on three main regulatory objectives.
- First, packaging waste should be systematically reduced by limiting packaging to only functionally necessary amounts in the future. Oversized packaging and unnecessary material layers should thereby be largely avoided.
- Second, the recyclability of packaging should be significantly improved. From 2030 onwards, packaging may only be placed on the market if it is at least 70 percent recyclable. In the following years, these requirements will be further tightened.
- Third, the regulation aims to strengthen the circular economy in the European Union and gradually reduce the use of primary raw materials.
New PPWR Requirements for Packaging Design and Materials
A central component of the PPWR is new requirements for packaging design. These must henceforth be designed so that they are recyclable and meet regulatory minimum standards. From 2038 onwards, significantly stricter requirements apply in this context, permitting only packaging with the highest recycling standards. For shipping and transport packaging, a maximum void space of 50 percent is also introduced to limit so-called overpackaging and promote material efficiency.
In the area of plastic packaging, mandatory minimum shares of recycled materials are prescribed for the first time. Depending on the packaging type, these range from 10 to 35 percent from 2030 onwards and increase to up to 65 percent in individual categories by 2040. Companies must therefore review their packaging concepts early for recyclability, material efficiency, and recycled material content.
PFAS and Hazardous Substances: Requirements for Packaging Materials
The regulation also contains stricter requirements for chemical ingredients. In particular, so-called PFAS, which are referred to as “forever chemicals” due to their persistence, are now subject to stricter limit values in food packaging. These regulations come into effect in 2026.
Furthermore, existing limit values for heavy metals such as lead, cadmium, mercury, and chromium(VI) remain in place and are consistently enforced in their application.
Companies are advised to check their material and supply chains early for compliance.
Reusable Quotas and Reuse Systems Under the PPWR
Another focus of the PPWR is the promotion of reuse systems. Packaging should henceforth increasingly be designed so that it can be used multiple times without compromising hygiene, safety, or recyclability requirements. Binding quotas are introduced for this purpose in mail order. By 2030, 40 percent of sales packaging should be reusable; by 2040, this share increases to 70 percent. Reusable and refill systems are also strengthened and structurally supported through regulation in stationary retail.
Labeling Requirements and Digital Transparency
To improve consumer information, the EU introduces harmonized labeling requirements.
Packaging must henceforth contain clearly visible information on material composition, recyclability, and reusability. Additionally, digital information systems such as QR codes are used to provide supplementary data throughout the entire value chain. At the same time, misleading environmental and sustainability claims are expressly prohibited.
The goal is uniform and transparent consumer information on packaging throughout Europe.
Extended Producer Responsibility (EPR): What Companies Must Know
Extended producer responsibility will be further expanded across Europe from 2027 onwards. Companies must henceforth register in all EU member states in which they place packaging or packaged products on the market.
Furthermore, manufacturers bear an expanded share of the costs for collection, sorting, recycling, and analysis of packaging waste.
Particularly for internationally active companies, the administrative burden in packaging management increases significantly.
PPWR Impact on Companies, E-Commerce, and Logistics
The PPWR has far-reaching impacts on packaging strategies, material selection, and logistics processes.
Companies in production, retail, e-commerce, and logistics are particularly affected. In addition to packaging development, procurement processes, compliance structures, and return systems must be realigned. Early adaptation to the new requirements is increasingly becoming a decisive competitive factor in the European packaging industry. Companies that align early with the new framework conditions can not only minimize regulatory risks but also realize strategic advantages in an increasingly circular economy.
Important PPWR Deadlines at a Glance
- August 12, 2026: Most of the regulation comes into force
- 2027: Expansion of extended producer responsibility (EPR)
- 2030: Requirements for recyclability and recycled material content
- 2030: Reusable quotas of 40 percent in mail order
- 2040: Stricter recycled material and reusable requirements