The EU’s new Packaging and Packaging Waste Regulation (PPWR) now applies across the bloc. This brings new requirements for packaging producers and businesses.
The regulation entered into force in February 2025 and applies generally from 12 August 2026. It covers packaging and packaging waste across all materials and origins.
The PPWR targets the entire packaging lifecycle. Therefore, it addresses design, manufacturing, reuse, recycling and waste management.
New targets for packaging
The regulation aims to make all packaging placed on the EU market recyclable in an economically viable way by 2030. It also seeks to increase recycled plastic use and reduce dependence on virgin raw materials.
EU officials estimate that packaging accounts for 40% of plastic use in Europe. Packaging also represents half of marine litter, according to the EU.
The PPWR introduces several measures to reduce packaging waste and improve circularity. These include:
- Restrictions on certain single-use plastic packaging, including individual condiment sachets
- Requirements for takeaway businesses to allow customers to use their own containers
- Restrictions on PFAS in food-contact packaging above specified thresholds
- Requirements covering packaging composition, reuse and recoverability
The regulation applies to packaging regardless of its material or origin. It also introduces requirements for packaging waste prevention and management.
Technology must support implementation
The new rules will also affect emerging technologies used in packaging.
Richard Price, co-founder of Pragmatic Semiconductor argues companies must consider the entire packaging lifecycle. ‘Designing with sustainability in mind is vital, but it is important to consider the whole lifecycle,’ he says. ‘Achieving these ambitions at scale will require the right technology to support them.’
Smart packaging could create additional challenges as digital product passports and traceability requirements develop. Price argues that flexible electronics could help connect packaging with information about its composition and lifecycle. This could improve traceability while supporting reuse and recovery.
The PPWR is part of the EU’s wider push towards a circular, low-carbon economy. However, businesses now face the practical challenge of adapting packaging systems to meet the new requirements.
Don't hesitate to contact us to share your input and ideas. Subscribe to the magazine or (free) newsletter.
