The EU Packaging and Packaging Waste Regulation (PPWR).

EU's green shift in packaging

The Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, replaces the previous Packaging and Packaging Waste Directive (PPWD). It establishes EU-wide rules covering the full life cycle of packaging, with the aim of preventing and reducing packaging waste, improving circularity and harmonising requirements across the EU.

The PPWR entered into force on 11 February 2025 and applies since 12 August 2026. Some requirements have later application dates, so businesses should understand which obligations apply now and which will be phased in over the coming years.

Key objectives of the Packaging and Packaging Waste Regulation

The primary goals of the PPWR are to reduce the environmental impact of packaging and harmonise packaging regulations across the EU to facilitate the free movement of goods. The key objectives include:

1. Preventing packaging waste generation: The PPWR aims to reduce the amount of packaging waste generated in the EU by introducing restrictions on certain types of packaging and promoting reusable and refillable packaging solutions.
2. Boosting high-quality recycling: The PPWR introduces recyclability requirements for packaging placed on the EU market, with requirements and performance grades being phased in from 2030.
3. Adopting harmonised rules: The PPWR establishes EU-wide requirements covering areas including packaging labelling, packaging minimisation and recycled content, helping to create more consistent rules across the EU.

Reducing packaging waste and harmful substances

The PPWR introduces restrictions on substances of concern in packaging and requirements for recycled content in certain plastic packaging. Since 12 August 2026, food-contact packaging containing PFAS at or above specified concentration limits may not be placed on the EU market. Minimum recycled-content requirements for plastic packaging will apply from 2030, with further targets from 2040.

PPWR: cutting down on unnecessary packaging

The PPWR also introduces packaging minimisation requirements. From 1 January 2030, or three years after the relevant implementing rules enter into force if later, grouped, transport and e-commerce packaging must generally have a maximum empty-space ratio of 50%. Separate minimisation requirements apply to sales packaging.

Collection of single-use plastics through deposit return systems (DRS)

By 1 January 2029, Member States must take measures to achieve the PPWR's 90% separate collection target for specified single-use plastic beverage bottles and metal beverage containers. Deposit and return systems are a central mechanism for achieving this target, subject to the conditions and exemptions set out in the Regulation.

Restrictions on certain packaging formats

From 2030, the PPWR restricts certain single-use plastic packaging formats, including specified packaging for fruit and vegetables and certain packaging used in the HORECA and accommodation sectors. The Regulation also restricts very lightweight plastic carrier bags, subject to specified exceptions.

The effects of the PPWR on your supply chain

The PPWR creates new considerations for businesses placing packaging and packaged products on the EU market. Supply chain teams will need to understand how packaging specifications, supplier information and compliance requirements affect the goods moving through their networks.

Challenges that may occur in the supply chain are:

• Reviewing packaging specifications and supplier information to determine whether packaging meets the applicable PPWR requirements.

• Packaging minimisation and empty-space requirements may require businesses to review packaging formats used in transport and e-commerce operations.

• Reviewing how packaging is collected, reused and recycled as the PPWR's waste prevention, reuse and recycling requirements are phased in.

• Businesses should identify which PPWR obligations apply to their role in the supply chain and ensure that the required information and documentation are available.

• Meeting the PPWR's requirements may require changes to packaging design, materials, sourcing and internal processes, making early assessment important for affected businesses.