Changes Under the New EU Packaging Regulation
The EU’s new PPWR Regulation will change the packaging industry.
Even though recycling rates have increased in the EU, the amount of waste generated from packaging is growing faster than the amount recycled. In 2022, the EU generated almost 186.5 kilograms of waste packaging per person, of which 36 were plastic packaging.
Developed as part of the Green Deal, the legislation sets out Europe-wide standards for a sustainable packaging economy.
The Packaging and Packaging Waste Regulation (PPWR) entered into force on February 11, 2025. During the transition period leading up to August 2026, member states are expected to integrate the regulation's provisions into their national legal frameworks.
Packaging life cycle
The new Packaging Regulation (PPWR) applies to all packaging and packaging waste placed on the market in the European Union, irrespective of the type of packaging or material used, and is thus relevant for companies in all sectors.
A central aspect of the new Regulation is the obligation to regulate the overall life cycle of packaging.
“The Packaging Regulation that has now been passed is a milestone for the European circular economy. It provides companies with a clear framework for anchoring sustainability and the circularity concept in the packaging industry, while encouraging innovative solutions that will generate competitive advantages,“ explains Dr. Robert Hermann, TÜV SÜD’s expert for sustainable packaging.
“Companies now face the challenge of aligning their processes and packaging strategies to the Regulation. However, early adopters can also seize the opportunity to take on the role of sustainability pioneers.”
Regulatory clarity
The PPWR also provides clarity concerning the terms “producer” and “manufacturer”, which have distinct definitions in the context of the regulation.
Manufacturer refers to the natural or legal person who manufactures the packaging itself; By contrast, a company is a producer if it places packaging on the market, irrespective of whether the packaging is made in the company’s country or internationally.
For example, a yogurt company that sources its yogurt from China and sells it in the EU is considered a producer.
The term producer takes on extended producer responsibility (EPR) and refers particularly to the second part of the packaging’s lifespan after being placed on the market in a Member State, including disposal and recycling, both of which must be organized by the producer.
Key Provisions of the New Regulation
Recyclability: From 2030, all packaging must be designed for recyclability.
• Use of Recycled Materials: Binding quotas for recycled content in plastic packaging will apply from 2030.
• Material Separation: Packaging combining different materials must be easily separable.
• Reusability Quotas: Binding reusability targets will be introduced for beverage and other packaging.
• Restrictions on Specific Single-Use Packaging (2030): Bans on certain single-use plastics for grouped packaging and the hospitality industry.
• Technical Documentation: Manufacturers must conduct a conformity assessment and prepare a Declaration of Conformity.
• Public Procurement: The PPWR introduces binding minimum requirements to promote sustainable packaging in public procurement.
• Reduction of Packaging Waste: EU Member States must meet a minimum recycling target of 65% of all packaging waste by December 31, 2025.
• Regulation of Online Retail: E-commerce packaging must be optimized to minimize empty space.
• Labelling Requirements: Clear and mandatory labelling to improve consumer awareness on recycling and disposal.
• Ban on PFAS: The regulation prohibits PFAS in food-contact packaging when their concentration exceeds specific thresholds.
Text: Vaula Aunola
Photo: Shutterstock
