Understand the new EU Packaging & Packaging Waste Regulation (PPWR)
The PPWR (Regulation EU 2025/40) marks a significant shift in how packaging must be designed, used, and managed in the European Union.
Its core mission is to reduce packaging waste, boost reuse and recycling, and harmonise rules across member states—paving the way for a truly circular packaging economy.
Key insights of the regulation include:
- Mandatory recyclability: By 2030, all packaging must be recyclable in a cost-effective way and by 2038, only packaging rated class B or higher will be allowed.
- Reduction of over-packaging: Businesses are required to minimise volume and weight without compromising functionality.
- Increased recycled content: Especially for plastic packaging, with binding targets introduced by 2030 and more ambitious goals by 2040.
- Bans on hazardous substances: Including PFAS and BPA in food-contact materials, ensuring safer packaging across the lifecycle.
- Clear labelling and digital tracking: To improve consumer disposal behaviour and support better waste sorting.
This new framework is not just a compliance challenge. It’s a strategic opportunity for brands to future-proof their packaging, meet rising consumer expectations, and differentiate through transparency and circularity.
Start your transition
Understanding and communicating your sustainable efforts isn’t just about compliance, it is a strategic tool for competitiveness, efficiency and growth that can directly impact costs, image and market access.
We help you to:
- Identify cost-saving opportunities
- Anticipate future regulations
- Strengthen ESG storytelling
- Attract the best clients and partners
Start your transition
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