Freshly packaged redcurrants, strawberries and blueberries in environmentally friendly cardboard and plastic trays on supermarket shelves. In the context of the new EU Packaging Waste Regulation (PPWR), this is an example of the relevance of design for recycling, reuse rates and reduced packaging volumes.

9. July 2025

New EU Packaging Regulation (PPWR) brings far-reaching changes

With the new EU regulation ‘Packaging and Packaging Waste Regulation’ (PPWR), which came into force on 11 February 2025 and is binding from 12 August 2026, companies in Europe are facing extensive changes. The aim of the regulation is to significantly reduce packaging waste. The aim of the regulation is to significantly reduce packaging waste, improve the recyclability of materials and enforce a higher use of recycled materials.

Five key facts about the PPWR

1. Avoidance and reduction of packaging

The PPWR provides for a gradual reduction in packaging volume – by 2030, packaging waste is to be reduced by 10%. Among other things, the reduction of empty space in shipping packaging and the elimination of unnecessary repackaging are required.

2. Reusable quotas

Mandatory reusable quotas will apply to many types of packaging in the future – for example, 40% for transport packaging from 2030, rising to 70% by 2040. Reusable quotas are also planned for beverage packaging.

3. Design for recycling and use of recycled materials

Packaging must be designed to be easy to recycle. This includes clear requirements for material selection (e.g. monomaterials) and a mandatory minimum content of post-consumer recycled materials – for PET packaging, for example, 30% by 2030.

4. Harmonised labelling

EU-wide uniform symbols and information on disposal are intended to improve consumer information. A digital product passport is also planned, which will provide additional information via a QR code.

5. Reporting and registration requirements

Manufacturers and distributors must register in central registers and report regularly on packaging quantities and recycling methods. Violations can be punished with heavy fines – in extreme cases up to 2% of annual turnover.

Outlook

The PPWR applies immediately in all EU member states. Companies should therefore quickly begin reviewing their packaging systems and take initial steps to implement the new requirements. In particular, well-founded decisions need to be made in good time in the areas of design, material selection, logistics and documentation.

IMAVIDA – your partner for legally compliant packaging solutions

IMAVIDA, a joint venture between Saubermacher, the European Recycling Platform (ERP) and the Hamburg Recycling Group, supports companies in implementing the new requirements. With practice-oriented advice, transparent tariff comparisons and a modern reporting system, IMAVIDA offers tailor-made solutions for packaging licensing and compliance. Find out more at imavida.at.