The PPWR (Packaging and Packaging Waste Regulation) introduces a new European framework for the design, use and management of packaging and packaging waste.
Regulation (EU) 2025/40 entered into force on 11 February 2025 and has generally applied across the European Union since 12 August 2026. Unlike the previous directive, the new framework introduces rules that are directly applicable in EU Member States and covers the entire life cycle of packaging.
For companies, this means something very concrete: packaging can no longer be considered solely an aesthetic, functional or commercial choice.
Materials, design, recyclability, the amount of packaging used, labelling and documentation are becoming increasingly important elements in product development decisions.
What does the PPWR require?
The Regulation introduces requirements covering several aspects of packaging design and management, including:
- packaging recyclability;
- packaging reduction and minimisation;
- minimum recycled content for certain plastic packaging;
- reuse and refill for specific packaging categories;
- harmonised labelling;
- restrictions on certain packaging formats;
- management of substances of concern;
- responsibilities of economic operators.
Not all requirements become applicable at the same time. The PPWR introduces a progressive timeline, with different obligations becoming applicable over the coming years.
Recyclability: designing with end-of-life in mind
One of the key principles introduced by the PPWR is that packaging must be recyclable.
This means that recyclability needs to be considered from the design stage, taking into account materials, components and the way different elements interact with existing recycling systems.
The Regulation introduces recyclability performance grades and progressively strengthens the requirements that packaging will need to meet.
For companies, design for recycling therefore becomes an integral part of packaging development rather than a consideration to be addressed only at the end of the process.
Packaging minimisation
Another important aspect of the PPWR concerns the amount of material used.
Packaging should be designed so that its weight and volume are reduced to the minimum necessary to ensure its functionality.
This can require companies to reconsider dimensions, empty space, components and material choices while maintaining the technical performance needed to protect the product.
The challenge is therefore not simply to “use less packaging”, but to optimise packaging while preserving its function and performance.
What does this mean for companies?
The PPWR affects different functions within a company.
Packaging development, R&D, procurement, sustainability, regulatory affairs and marketing may all need to work together to assess existing packaging and develop new solutions.
A useful starting point is to understand:
- which packaging formats are currently used;
- which materials and components they contain;
- how they perform in terms of recyclability;
- which requirements will apply and when;
- whether redesign or alternative materials should be considered.
Starting this assessment early can help companies identify critical issues before new requirements become applicable.
The PPWR can also become an opportunity for innovation
Regulatory change does not necessarily mean simply adapting existing packaging.
It can also provide an opportunity to redesign materials and solutions, reduce unnecessary components and explore new approaches to packaging development.
Companies that integrate regulatory requirements into R&D and product development can turn compliance into an opportunity to improve packaging performance and prepare for future market requirements.
IS YOUR PACKAGING READY FOR THE PPWR?
Bi-rex supports companies in packaging analysis, material assessment and the development of solutions aligned with the evolving European regulatory framework.