The Packaging and Packaging Waste Regulation (PPWR) is disrupting the packaging industry. In short, this EU-wide legislation:
• Aims to minimise the environmental impact of packaging. • Aims to reduce resource consumption and packaging waste. • Requires all packaging sold in the EU to be recyclable by 2030. • Explicitly calls for circular plastic packaging with design-for-recycling criteria.
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Facing new packaging challenges 1
The PPWR is reshaping the entire packaging industry, forcing converters and brand owners to fundamentally rethink their approach to packaging.
For converters , the PPWR mandates significant changes in packaging design and production processes. Packaging must be minimised in weight and volume, made from recyclable, reusable or compostable materials and meet strict requirements for recycled content and hazardous substances such as PFAS. This compels converters to invest in new materials, redesign product lines and adopt innovative, circular economy models to remain compliant and competitive. For brand owners , this means that when they bring packaged goods to market in the EU, they now have the responsibility to ensure that these meet the new recyclability and sustainability criteria. Otherwise, they risk losing access to the EU market. This affects procurement, R&D and marketing strategies, challenging companies to rethink packaging choices, supply chain partnerships and reporting systems. Non-compliance can result in higher fees or exclusion from the market, while compliance offers opportunities for cost savings, access to eco-conscious consumers and enhanced brand reputation. To drive eco-friendly designs, Extended Producer Responsibility (EPR) fees and plastic taxes are coming into play. Brand owners placing packaged food on the EU market handle EPR fees, which can vary widely in cost and territory. Interestingly, these fees are not specific to Europe – some American states and countries in the Middle East also maintain them. Strong incentives are driving the barrier packaging industry toward sustainable and circular packaging – without eliminating the primary function of packaging, which is to avoid food waste.
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