The EU’s Packaging and Packaging Waste Regulation (PPWR): What companies need to know

What is the PPWR?

The Packaging and Packaging Waste Regulation (2025/40) is the EU’s legislative framework governing the design, use, reuse, and disposal of packaging. Unlike the previous Packaging and Packaging Waste Directive (PPWD), which member states implemented differently, the PPWR is a Regulation—making it directly applicable across all EU countries without national transposition. This shift demonstrates the EU’s commitment to creating a level playing field and ensuring consistent progress on waste reduction throughout the bloc.

The PPWR aims to:

• Reduce packaging waste across Europe.
• Ensure all packaging is recyclable by 2030.
• Increase the use of recycled materials in packaging.
• Lower the use of virgin raw materials.
• Support Europe’s pathway toward climate neutrality by 2050.

The regulation applies to any material intended to contain, protect, handle, deliver, or present products, covering everything from transport packaging to food containers and e-commerce parcels.

 

Why the PPWR? A growing environmental challenge

Europeans generate nearly 180 kg of packaging waste per person per year. Total packaging waste has risen from 66 million tonnes in 2009 to 78.5 million tonnes in 2019—and, without intervention, is forecast to grow another 19% by 2030. Plastic packaging waste alone could rise by 46%.

Compounding the problem:

• Many packaging materials remain unrecyclable.
• Labelling is unclear, leading to incorrect sorting.
• The share of recycled content used in packaging is still too low.

The PPWR is the EU’s answer: a system-wide regulation addressing the full packaging lifecycle—from material choice to end-of-life.

 

Timeline: Key dates to know

• 11 February 2025 – PPWR entered into force.
• 12 August 2026 – General application date for PPWR provisions (18 months after entry into force).
• 2030 / 2035 / 2040 – Successive deadlines for waste reduction, recyclability, recycling at scale, and reuse targets.
• 2030 – All packaging on the EU market must be recyclable.

These timelines may seem distant, but the requirements demand long-term planning, investment, and redesign—work that starts now.

 

Key measures introduced by the PPWR

Below are the major requirements, what they involve, and how they affect businesses.

1. Mandatory waste reduction targets

Member states must reduce packaging waste per capita compared to 2018 levels:

• 5% by 2030
• 10% by 2035
• 15% by 2040

These targets will push companies to reduce excess packaging, improve efficiency, and adopt more circular design strategies.

2. All packaging must be recyclable by 2030

By 2030, all packaging—from cardboard to plastics—must be designed for effective and efficient recycling. To qualify as recyclable, packaging must:

• Be designed for recycling.
• Be easily collected separately.
• Fit into known waste streams.
• Produce secondary raw materials of high enough quality to replace virgin materials.
• Be capable of large-scale recycling by 2035.

What it means for companies: Packaging formats that are difficult to recycle, contain mixed materials, or contaminate recycling streams will need redesign.

3. Mandatory recycled content in plastic packaging

By 2030, plastic packaging must contain fixed minimum levels of recycled plastic derived from waste:

• 30% for PET contact-sensitive packaging and single-use beverage bottles
• 10% for contact-sensitive packaging made from other plastics
• 35% for all other plastic packaging

These percentages increase further by 2040.

Impact on businesses: Expect higher demand for high-quality recycled plastics and a more competitive market for secondary raw materials.

4. Packaging minimisation (weight and volume)

The PPWR introduces strict rules against unnecessary packaging. Companies must:

• Minimise empty space (maximum 50% empty space ratio in grouped, transport, and e-commerce packaging).
• Avoid non-functional design elements that artificially increase volume (e.g., double bottoms, excessive layers).

Business implication: E-commerce, retail, and logistics sectors will need to optimise packaging formats, reduce filler materials, and document compliance.

5. Reuse and refill requirements

New reuse targets apply across multiple sectors. For transport packaging:

• 30% reusable by 2030, increasing to 90% by 2040 for certain formats (pallets, crates, drums).
• Packaging reused within or between businesses in the EU must increasingly shift to reusable options.

Impact: Companies must redesign supply chains, invest in reusable systems, and set up return logistics.

6. Packaging format restrictions

Certain packaging types will be banned by 2030, such as:

• Miniature hotel toiletries
• Plastic packaging for fruits and vegetables under 1.5 kg (with exceptions)
• Single-use packaging for dine-in food and beverages

Businesses reliant on these formats will need new product and service models.

7. Labelling and QR codes

Mandatory labelling must include:

• Material composition
• Sorting instructions
• Reuse information (for reusable packaging)

Reusable packaging must also feature a permanent QR code.

8. Green claims restrictions

The PPWR limits unsubstantiated environmental claims. This pushes companies to provide transparent, evidence-based sustainability communication.

9. Extended producer responsibility (EPR)

Producers will be charged EPR fees based on the recyclability performance of their packaging. Recyclable, lightweight, and reuse-friendly packaging will cost less.

10. Stronger recycling performance requirements

By 2025 and 2030, member states must meet ambitious recycling targets—up to 70% of all packaging waste by 2030. This will directly influence national waste management systems and industry obligations.

 

What does the PPWR mean for companies?

The regulation requires a fundamental shift in how packaging is designed, produced, used, and reused. Companies should prepare for:

1. Redesigning packaging portfolios: Recyclability and minimisation rules will require structural packaging changes—especially for plastic-rich sectors.

2. Operational and supply chain adjustments: Reusable packaging systems will require new logistics flows, tracking systems, and return mechanisms.

3. Higher demand for recycled materials: Securing reliable supplies of high-quality recycled plastics will become a competitive advantage.

4. Increased reporting and documentation: Compliance, labelling, traceability, and conformity declarations will become daily practice.

5. Rising pressure from retailers and consumers: As awareness grows, partners will expect compliant packaging ahead of deadlines.

The transition is complex—but also offers opportunities for innovation, cost savings through efficiency, and competitive differentiation.

 

Conclusion: Get ready now

The PPWR marks one of the most transformative regulatory shifts for packaging in decades. Although many deadlines lie several years ahead, the scale of required changes means that companies should start preparing today.

By acting early, businesses can:

• Reduce compliance risks
• Spread investments over time
• Seize opportunities for circular innovation
• Strengthen brand trust
• Build more efficient logistics and packaging solutions

 

 

If you have questions or want to understand how these regulations may affect your supply chain, products, or operations, contact your NDL representative. We can connect you with subject-matter experts on the PPWR and help you navigate the road ahead.