Europe’s approach to packaging is undergoing a radical change. Packaging protects products and facilitates transportation, but at the same time generates an enormous amount of waste. According to the European Commission, every European produces approximately 190 kilograms of packaging waste each year. That figure continues to rise.
To reverse this trend, the European Union has introduced the Packaging and Packaging Waste Regulation (PPWR), which aims to reduce packaging waste, promote more recyclable packaging, and increase the use of reusable and recycled materials.
The PPWR officially took effect on February 11, 2025, and most of its provisions have been in effect since August 12, 2026. That’s reason enough to gain insight into how it will impact your organization. After all, the preparations often take more time than expected.
What is the PPWR?
The PPWR replaces the existing European Packaging Directive. That is a key difference. Whereas a directive must first be transposed into national law by each member state, a regulation takes effect immediately in all EU member states. This ensures uniform rules and greater clarity for companies operating internationally.
The regulations take into account the entire life cycle of packaging, from design to waste disposal. As such, the PPWR is an important part of the European Green Deal and the goal of achieving a climate-neutral and circular economy by 2050.
The impact is greater than many organizations realize
Many companies believe that the PPWR is relevant only to packaging manufacturers. In reality, the regulation affects virtually every organization that packages products or places packaged products on the European market. This includes food, beverages, cosmetics, consumer products, and industrial goods.
Organizations can fulfill multiple roles at the same time, such as acting as both an importer and a distributor. Each role entails different responsibilities.
Which organizations are subject to these requirements?
The PPWR assigns responsibilities throughout the entire packaging chain. Examples include:
- packaging manufacturers;
- producers or brand owners who market packaged products;
- importers;
- distributors;
- suppliers;
- fulfillment companies;
- online platforms.
Companies outside the European Union will also be affected by this as soon as their (packaged) products enter the European market.
Therefore, first determine which role or roles your organization fulfills. This will determine which obligations apply.
What will change starting in August 2026?
Although many requirements will be phased in over the coming years, a number of key requirements will already take effect on August 12, 2026.
Declaration of Conformity
Manufacturers must be able to demonstrate that packaging complies with European requirements, providing detailed information on materials, design, and composition. Without this declaration, packaging may no longer be placed on the European market. Collaboration with suppliers is therefore more important than ever.
New Responsibilities
The definition of “producer” is changing. As a result, responsibilities under producer responsibility may shift. Fulfillment companies and organizations that repackage or unpack products may also be subject to new obligations.
First Product Requirements
Starting in August 2026, the first product requirements will also take effect. For example, the existing limits for heavy metals will remain in force, and new restrictions will be introduced for PFAS in food contact materials. These are the first mandatory product requirements that organizations must comply with immediately.
Stricter Requirements for Packaging
The PPWR also introduces new requirements for packaging, including:
- better recyclability;
- less unnecessary packaging material;
- minimum percentages of recycled plastic for certain types of packaging;
- stricter requirements for hazardous substances;
- new European labeling and information on packaging;
- greater emphasis on reuse and refillable packaging.
Not all requirements will take effect at the same time. Many requirements will be phased in between 2026 and 2030, followed by additional targets for 2035 and 2040.
In addition, the rules governing Extended Producer Responsibility (EPR) will be further tightened, and a mandatory deposit-return system for plastic beverage bottles and metal beverage containers will be introduced in Europe, unless member states can demonstrate that they meet the established collection targets.
What does PPWR mean for international companies?
The PPWR applies to all packaging entering the European market, regardless of material or country of origin. This includes companies outside the EU that export to Europe.
Anyone who wants to continue offering products in Europe must therefore check in a timely manner whether their packaging complies with the new requirements. Close cooperation with European importers, distributors, and other supply chain partners is therefore especially important. Together, they must clearly define who is responsible for what and what information must be available.
How do you prepare?
Although the first requirements are already in effect, some organizations are still in the process of conducting an assessment. This is understandable, since the necessary information is often scattered throughout the organization and among suppliers.
Good preparation, therefore, begins with insight.
Identify the packaging you use or place on the market, determine your role(s) under the PPWR, and verify that your packaging complies with future requirements. Gather the data needed for the declaration of conformity in a timely manner and discuss any missing information with your suppliers.
Don’t view the PPWR merely as an obligation, but also as an opportunity to take a critical look at your packaging processes. By designing packaging more intelligently and making more sustainable material choices, you’re not only preparing for the new regulations, but also taking steps toward a more efficient and future-proof organization.