The EU’s new Packaging and Packaging Waste Regulation (PPWR) marks a clear shift: from a directive to a regulation, meaning more harmonised requirements across the EU. For many companies, packaging therefore becomes even more of a compliance and market-access topic — it’s not enough to have “good ambitions”; you must be able to demonstrate that packaging meets requirements on design, materials and traceability.
1) What is changing under PPWR — and why does it matter?
PPWR introduces several changes that affect the entire value chain, from procurement to product and logistics:
- Packaging minimization: less unnecessary material, fewer “over-packaged” solutions, and more fit-for-purpose design.
- Increased recyclability: the goal is for packaging to be recyclable (and designed to support recycling), which impacts material choices and construction — especially multi-material structures.
- More recycled content in plastics: requirements tighten over time, making procurement and supplier follow-up more data-intensive.
- Labelling and sorting: the ambition is to make it easier for consumers and reduce fragmentation across countries.
- PFAS: the Commission’s overview highlights restrictions linked to PFAS in packaging from August 2026, affecting material choices and chemical requirements in specifications.
In short: PPWR moves packaging from “packaging cost and branding” to a matter of risk control, data and compliance.
When do the requirements apply?
PPWR was published in the EU’s Official Journal and:
- enters into force 20 days after publication
- core provisions apply from 12 August 2026
That may sound far away, but in practice many companies need to start earlier because it takes time to:
- change design and materials
- switch suppliers or qualify new material flows
- secure documentation/data (e.g., recycled content and chemical information)
What should you do now? Three steps that reduce risk
Here are three “no-regret” actions that typically deliver immediate value:
1) Map your packaging portfolio and risk-classify it
Create an overview of primary, secondary and transport packaging. Identify risk areas such as multi-material structures, hard-to-separate constructions, and missing supplier data.
2) Update requirements and procurement processes
Embed PPWR into specifications, RFQs and contracts. Ensure you can obtain relevant information on materials, recycled content and chemicals — and that requirements are followed up.
3) Build your evidence trail (governance) early
A key compliance lesson: it’s not enough to do the right thing — you must be able to prove you do the right thing. That requires clear owners (RACI), documentation, and an auditable control trail.
