Navigating the new EU packaging regulation (PPWR)

Recyclability and Reuse by 2030

PPWR mandates that all packaging placed on the EU market must be recyclable or reusable by 2030. This represents a major shift from voluntary best practices to legally binding requirements, placing design for recycling at the core of product development.

Mandatory Recycled Content in Plastics

To reduce reliance on virgin plastics, PPWR sets minimum recycled content thresholds of 30–35% by 2030, with even higher targets coming into force by 2040. Businesses will need secure access to high-quality recycled materials to remain compliant.

Reuse Targets and Single-Use Restrictions

The regulation introduces specific reuse obligations for sectors including transport, food-service, and e-commerce, while imposing new limits on commonly used single-use formats.

Stronger Extended Producer Responsibility

Producers will bear the full financial responsibility for the collection, sorting, and recycling of their packaging. This enhanced EPR framework incentivizes waste reduction and higher-quality recyclability.

Harmonized Labeling and Material Rules

Clear, EU-wide labeling requirements and rules on empty space ratios and material composition aim to eliminate confusion and drive more efficient packaging solutions.