The new EU Packaging and Packaging Waste Regulation (PPWR) marks a turning point for many companies in the European Union. With the goal of drastically reducing packaging waste and strengthening the circular economy, the PPWR will introduce comprehensive, binding changes for manufacturers, importers, retailers, and online stores starting in August 2026. The PPWR is part of the European Green Deal and replaces the previous Packaging Directive 94/62/EC. It applies directly in all 27 EU member states and requires all parties that place packaging or packaged goods on the market to comply with new standards — regardless of the material or country of origin of the packaging.

Objectives and Key Aspects of the PPWR

The PPWR pursues the overarching goal of significantly reducing packaging waste in the European Union and accelerating the transition to a true circular economy. By 2030, all packaging in the EU is to be fully recyclable. Companies will be required to limit the weight and volume of their packaging to the absolute minimum and to increasingly rely on reusable and refillable systems. Another key aspect is promoting the use of recycled materials: In the future, packaging must consist of a certain percentage of recycled material, which must be verifiable. The PPWR also ensures the harmonization of requirements within the European single market to prevent distortions of competition and facilitate the free movement of goods. Finally, the regulation also restricts certain substances and materials of concern in packaging to better protect both the environment and consumer health.

Specific Obligations for Companies

The PPWR requires companies to implement a wide range of measures that go far beyond previous requirements:

  • Recyclable Design: Packaging must be designed so that it is easily separable and fully recyclable. Complex material composites should be avoided.
  • Recycling rates and recycled content: Mandatory targets apply for the use of recycled materials, particularly in plastic packaging.
  • Technical documentation and declaration of conformity: All companies that place packaging or packaged products on the EU market for the first time — particularly manufacturers, importers, and certain distributors — must provide detailed documentation demonstrating that their packaging complies with the PPWR requirements and confirm this in a declaration of conformity.
  • Extended Producer Responsibility (EPR): In the future, companies will bear greater responsibility for collection, sorting, and recycling, including reporting obligations and the payment of disposal fees.
  • Labeling Requirements: Packaging must be clearly labeled, for example with QR codes that provide information on recyclability and proper disposal.
  • Data Collection and Volume Reporting: All packaging placed on the market must be recorded and reported regularly. While there are exemptions for smaller companies, the documentation requirement remains in effect.

Deadlines, Transitional Periods, and Exceptions

The PPWR has been mandatory in all EU member states since August 12, 2026, and starting in 2030, only compliant packaging may be placed on the market. Companies should actively use the transitional period to adapt their packaging and processes. Exemptions from certain requirements are only possible for packaging that was protected by design or trademark rights before February 2025 — and even then, only under strict conditions.

Challenges and Opportunities

The implementation of the PPWR presents companies with both significant challenges and a wide range of opportunities. On the one hand, the regulation requires far-reaching changes in packaging design, in the selection and procurement of materials, and in supply chain management. A key difficulty becomes apparent right at the start of the process: Many companies lack reliable data on their packaging and material flows. Without this data, it is virtually impossible to make informed decisions about necessary measures. The transition to recyclable materials, compliance with recycled content targets, and the introduction of reusable and refill systems require investments and organizational effort—especially for small and medium-sized enterprises.

On the other hand, sustainable packaging solutions and the integration of circular economy principles offer new market opportunities and foster customer loyalty. The financial perspective is particularly relevant here: A company’s use of resources can have a significant impact on the going concern assumption, the recoverability of goodwill, as well as on investments and fixed assets. Efficient resource use and a consistent focus on the circular economy are therefore not only environmental factors but also critical economic success factors.

Conclusion

The PPWR is far more than just another environmental regulation; it is a driving force behind the transformation of the packaging industry and sets new standards for sustainability and resource efficiency. Companies face the challenge of fundamentally revising their packaging concepts or—since a strategy is often lacking—developing a packaging strategy for the first time. This requires investments in new materials, processes, and digital solutions for traceability, but it also offers the opportunity to drive innovation and position themselves in the market as sustainable companies. Those who view the new requirements as an opportunity can not only minimize regulatory risks and tap into efficiency potential but also strengthen their own brand image; furthermore, they will become active shapers and an integral part of a sustainable European circular economy.

Our comprehensive brochure, “The New EU Packaging Regulation (PPWR),” provides you with a concise overview of the regulation’s key provisions. It explains the main objectives, highlights the relevant changes, and offers practical recommendations on how companies and other market participants can prepare for the new requirements.

If you need assistance in developing or implementing your packaging strategy, please feel free to contact us. We will support you with our expertise as an auditing firm on your path to successful PPWR compliance.

The New EU Packaging & Packaging Waste Regulation (PPWR)

This article was written by