Navigating PPWR: What You Need to Know

As a leading flexible packaging supplier, Wipak is committed to helping our customers stay ahead of industry changes and regulations. One of the most significant developments on the horizon is the new Packaging and Packaging Waste Regulation (PPWR) – a legislation set to reshape the landscape for packaging across Europe. Not only will the regulation impact European-based brands, but those exporting their products to the EU will also be affected.

Here’s what you need to know right now

What is the Packaging and Packaging Waste Regulation? 

The PPWR is a comprehensive legislative framework aimed at reducing the environmental impact of packaging and packaging waste. It builds on the existing Packaging and Packaging Waste Directive (Directive 94/62/EC), which has been in place since 1994. The revised directive is part of the European Green Deal, with specific objectives to reduce packaging waste; promote a circular economy for packaging in a cost-effective manner; and promote the use of recycled content in packaging.

Key measures of the PPWR include: 

• Reduction of Packaging Waste: Targets to reduce packaging waste at the Member State level
• Mandatory Reuse Targets: Specific targets for the reuse of packaging in various sectors
• Design for Recycling: Criteria to ensure packaging is designed for recyclin
• Recycled Content: Minimum inclusion rates for recycled content in plastic packaging
• Deposit Return Systems: Mandatory systems for plastic bottles and aluminium can
• Harmonised Labelling: Standardised labels to help consumers correctly dispose of packaging waste
• Restrictions on use of Certain Packaging Formats: Banning single-use plastics packaging for certain applications like unprocessed fresh fruit and vegetables

What PPWR Means for European-Based Brands 

For brands operating within the EU, the PPWR will necessitate significant adjustments in packaging design and materials. Brands will need to:

• Adapt packaging designs, ensuring that packaging is recyclable, and meets recycling criteria
• Increase recycled content by incorporating higher levels of recycled materials into their packaging
• Implement reuse systems, particularly in sectors with high packaging turnover
• Comply with labelling requirements, harmonising labels to guide consumers on proper disposal.

These changes will not only help brands comply with the new regulations but also align with growing consumer demand for sustainable packaging solutions. 

What PPWR Means for Brands Exporting to the EU 

Brands exporting to the EU will also need to comply with the PPWR. This means: 

• Meeting EU standards to ensure that packaging meets the EU’s stringent requirements for recyclability and reuse
• Navigating dual regulations and managing compliance with both national and EU packaging regulations
• Adapting supply chains to incorporate recycled materials and implement reuse systems. 

Failure to comply with these regulations could result in barriers to market entry and potential fines, making it crucial for brands to stay informed and proactive.

The Impact on Flexible Packaging 

Flexible packaging, often chosen for its high barrier protection and lightweight properties, will need to adapt to meet the stricter sustainability requirements of PPWR. This adaptation will cover several areas: 

• Design for Recycling (DfR) Criteria: There are 22 packaging categories with criteria for each expected to be published by 1 January 2028. Packaging will need to adhere to specific design for recycling criteria in the relevant category

• Packaging Components: DfR will impact not only material choices and composition but also the ink or adhesive systems used, as well as labels and other features added to the packaging

• Food Packaging: A high proportion of flexible packaging is used for food products. To integrate recycled materials, high standards must be met, and new advanced recycling technologies must be scaled up to ensure the availability of such recycled materials

• Transport Packaging: Besides sales packaging, transport packaging will also be affected

• Data Management and Compliance: Effective data management and compliance will be crucial for everyone in the packaging industry and value chain.

PPWR’s emphasis on reducing packaging waste and requirements on design for recycling and recycling at scale, paired with mandatory minimum recycled material use, will drive innovations in flexible packaging, encouraging the development of more efficient and environmentally friendly solutions, like those in our GreenChoice by Wipak® portfolio. This shift not only helps meet regulatory compliance but also aligns with the growing consumer demand for sustainable packaging options.

When Will the PPWR Come into Effect? 

The European Parliament approved changes to the Packaging and Packaging Waste Regulation (PPWR) on 26 November 2024, with the European Council agreeing to these changes on 16 December 2024. The updated PPWR was then published in the Official Journal of the European Union today (22 January 2025). It will become official 20 days after publication, and the rules will start being applied 18 months after that.

How Wipak Can Help 

At Wipak, we are dedicated to supporting our clients through this transition. Our team of industry experts can help you: 

• Evaluate your current packaging against the new requirements and how you can better comply with regulations. 

• Design, develop and implement sustainable packaging solutions that are future proof.

Whilst PPWR does present some challenges to brands, it also offers a big opportunity for them to accelerate their environmental initiatives and demonstrate their commitment to sustainability.