In response to rising concerns about packaging waste and plastic pollution, and as a key element of the European Green Deal, this year the European Union introduced a new framework called the Packaging and Packaging Waste Regulation (PPWR). This regulation entered into legal force on 11 February 2025 and replaces the previous rules established in Directive 94/62/EC, which had governed packaging in the EU since 1994. It introduces stricter and more clearly defined obligations for packaging across all EU Member States, with most rules applying from 12 August 2026.

Let’s dive deeper into the specifics of the PPWR!

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Why the EU Replaced Its Packaging Directive with a New Regulation

Prior to the PPWR, EU packaging rules were set by a directive that required Member States to achieve certain environmental objectives but allowed flexibility in how they implemented them. This resulted in varying national rules and enforcement, which created compliance difficulties for businesses operating in multiple countries and contributed to the continued use of unnecesary or non-recyclable packaging.

The PPWR, by contrast, is a regulation, meaning it applies directly and uniformly across all EU Member States without needing to be transposed into national law. This legal format was chosen specifically to harmonise packaging rules across the internal market, reduce regulatory fragmentation, and ensure consistent environmental protection. The regulation focuses on several key objectives. It seeks to reduce the total amount of packaging placed on the market, to require that all packaging be recyclable according to harmonised performance criteria, to increase the use of recycled materials, particularly in plastic packaging, and to prohibit the use of packaging formats that are unnecessary or serve no essential function. It also establishes new obligations for reusable packaging systems in selected sectors and increases the responsibilities of producers to ensure that packaging is either reusable or recyclable in practice.

What the Regulation Requires and When

Although the regulation officially came into force in February 2025, it includes a transition period to give businesses and governments time to adapt. Most of the rules will begin to apply from August 2026 onward, although some longer-term targets are set for 2030, 2035, and 2040.

One of the central requirements is that, starting 1 January 2030, all packaging placed on the EU market must meet minimum recyclability criteria. Specifically, packaging must be designed to allow for its collection, sorting, and processing through existing recycling infrastructure, and it must achieve at least a Grade C recyclability performance rating. From 1 January 2038, only packaging that meets at least Grade B will be permitted on the market.

In addition to recyclability, the regulation imposes binding packaging waste reduction targets. Member States are required to reduce the total amount of packaging waste by 5% by 2030, 10% by 2035, and 15% by 2040, compared to 2018 levels. To achieve these reductions, the regulation restricts the use of unnecessary or oversized packaging, such as large boxes containing minimal content or plastic wrapping applied to items that do not require it. Overpackaging in e-commerce and retail supply chains is specifically addressed.

From 2030, certain single-use packaging formats will be prohibited where reusable alternatives exist. These include, among others, miniature toiletry bottles used in hospitality settings, single-use condiment containers provided in food service, and plastic wrap on certain fresh produce such as cucumbers or peppers. These items are typically discarded after one use and are not commonly recycled.

The regulation also sets mandatory targets for the use of recycled content in plastic packaging. These targets, which become binding in 2030 and increase in 2040, vary by packaging type and application. For instance, food containers and plastic bottles must include a minimum percentage of recycled plastic derived from post-consumer waste. The regulation establishes a method for calculating this content as an average per manufacturing plant and packaging type.

Reuse Will Become More Common

In addition to promoting recycling and waste reduction, PPWR introduces new requirements to support reusable packaging systems. These obligations apply in particular to sectors such as food and beverage services, transport and logistics, and e-commerce. From 2030, companies in these sectors will be required to meet minimum reuse targets. This involves offering packaging that is suitable for reuse, supported by systems that enable the return, refill, or reloading of packaging items. Reusable packaging must be designed to withstand multiple uses and maintain the required hygiene and safety standards.

This part of the regulation is not merely about switching materials, for example, replacing plastic with paper, but about reducing the overall frequency with which new packaging is introduced. Consumers may increasingly encounter options to return packaging, refill containers, or participate in take-back schemes, especially in larger retail and hospitality settings. However, the reuse rules are targeted and do not apply uniformly to all packaging categories.

What the PPWR Means for Businesses and Consumers

For businesses, the PPWR represents both a challenge and an opportunity. Companies will need to redesign packaging to comply with recyclability and minimisation requirements, incorporate recycled content where required, and possibly establish or join reuse systems. Producers that do not meet the established criteria for recyclability, reuse, or recycled content may incur higher costs under extended producer responsibility schemes, which are designed to hold producers accountable for the environmental impact of the packaging they place on the market.

For consumers, the regulation is expected to result in clearer and more consistent packaging labelling. Packaging will need to include standardised labels indicating whether it is recyclable, reusable, or compostable, along with instructions for proper disposal. Consumers will also likely notice a reduction in the availability of single-use items and greater access to reusable or returnable packaging options. These measures are intended to reduce confusion about waste sorting and encourage environmentally responsible choices.

A Shared Responsibility

The PPWR supports the EU’s broader goal of transitioning to a circular economy, where materials are kept in use for as long as possible, and waste is treated as a design flaw, not a given.

Although the regulation is already in force, its effects will be implemented gradually over the coming years. Member States and businesses are actively preparing to meet the first wave of requirements by August 2026. The European Commission is expected to support this transition through technical guidance and funding for innovation, but the core responsibility lies with industry, and with consumers willing to engage in new systems of reuse and recycling.

References & Resources

• EUR-Lex. (n.d.). Regulation—EU – 2025/40. https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=OJ:L_202500040&pk_campaign=todays_OJ&pk_source=EUR-Lex&pk_medium=X&pk_content=Environment&pk_keyword=Regulation

• European Commission. (2025, July 8). Packaging waste. https://environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en

• European Union. (n.d.). Types of legislation. https://european-union.europa.eu/institutions-law-budget/law/types-legislation_en