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.

12. August 2026

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

The EU “Packaging and Packaging Waste Regulation” (PPWR) will be directly applicable in all member states as of August 12, 2026. The first specific requirements are already in effect, such as regulations regarding hazardous substances in packaging, PFAS limits for food packaging, and new documentation requirements for companies. However, the PPWR is not a single deadline but rather a roadmap. Requirements regarding recyclability, labeling, the use of recycled materials, packaging minimization, and reuse rates will take effect gradually over the coming years. As a result, companies in Europe face comprehensive changes in how they handle packaging. The goal of the regulation is to significantly reduce packaging waste, improve the recyclability of materials, and mandate a higher use of recycled materials.

Five Key Facts About the PPWR

1. Prevention and Reduction of Packaging

The PPWR calls for a gradual reduction in packaging volume—by 2030, packaging waste is to be reduced by 10%. Requirements include, among other things, reducing empty space in shipping packaging and eliminating unnecessary outer packaging.

2. Reusable quotas

Mandatory reusable rates will apply to many types of packaging in the future—for example, 40% for transport packaging starting in 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 recycling-friendly. This includes clear requirements for material selection (e.g., single-material packaging) as well as a mandatory minimum percentage of post-consumer recycled content—for PET packaging, for example, 30% by 2030.

4. Harmonized Labeling

EU-wide standardized symbols and disposal instructions 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 with central registries and regularly report on packaging volumes and recycling pathways. Violations can be penalized with substantial fines—in extreme cases, up to 2% of annual revenue.

Outlook

The PPWR has been directly applicable in all EU member states since August 12. Well-informed decisions are particularly important in the areas of design, material selection, logistics, and documentation. Companies should therefore carefully review the PPWR’s current and upcoming requirements and take the necessary steps in a timely manner to ensure they are well-prepared for future regulations in the years leading up to 2030.