The Packaging and Packaging Waste Regulation, or PPWR, is radically changing the way packaging is managed in Europe. Behind the stated environmental objective, it poses very concrete questions for packaging manufacturers, printers, packers and marketers.
Regulatory harmonization, the end of national differences?
The transition from a directive to a European regulation is not trivial. The 1994 directive, revised in 2018, left it up to member states to transpose the rules into national law. As a result, timetables and requirements vary from country to country. For manufacturers operating in several markets, this meant multiple legal analyses, range adaptations and specific investments.
The PPWR, directly applicable in all member states from August 12, 2026, aims to standardize requirements. Europe's interest is clear: a common, clearer framework, but this harmonization also limits the scope for national interpretation.
For packaging printers and converters, this means revising technical specifications in anticipation of a single regulatory base. R&D departments will have to integrate these constraints right from the design stage, or risk having to reformulate or requalify products in the short term.
Rethinking transport packaging logistics
The PPWR sets ambitious re-use targets for professional transport packaging.
By 2030, at least 40% of transport packaging must be reused, rising to 70% by 2040. This includes pallets, plastic crates, trays, drums, cans, large bulk containers, including certain flexible formats used to stabilize loads.
And in some cases, the target rises to 100%. This is the case for internal flows between sites of the same operator, or deliveries between professionals within the same member state.
For logisticians and industrial packaging manufacturers, this means :
- traceability and rotation systems for reusable packaging
- materials capable of withstanding multiple cycles
- cleaning and quality control procedures that comply with health and safety standards
Exemptions, notably for hazardous goods or certain customized packaging, only cover a fraction of uses. And cardboard boxes are excluded from these reuse targets, which raises questions about the trade-off between fiber and plastic in eco-design strategies.
70% recyclability, a design requirement as early as 2030
From 2030, all packaging must be recyclable. More precisely, they will have to reach a minimum recyclability threshold of 70% before being placed on the market.
This is not limited to end-of-life. The regulations impose design criteria for recycling. In other words, the choice of materials, inks, adhesives, varnishes or multi-layer laminates becomes central.
For printers and manufacturers of printed packaging, there are several technical points to keep an eye on:
- compatibility of inks with recycling channels
- limitation of difficult-to-separate material combinations
- reduction of disruptive elements, such as certain barriers or additives
Progress at European level remains measured. The recycling rate for plastic packaging rose from 55% to 65% between 2005 and 2022. For paper and cardboard, it rose from 73% to 83% over the same period. However, the overall circularity rate of the European economy will reach 11.8% in 2023, representing a limited increase of 1.1 points in 13 years.
PPWR aims to accelerate this momentum. It remains to be seen whether sorting and recycling infrastructures will keep pace.
Source reduction and vacuum limitation, a direct impact on design
Packaging reduction is another pillar of the regulation. From 2027, the weight and volume of packaging will have to be limited to what is strictly necessary for its function. Devices designed solely to increase the perceived volume of the product will be prohibited.
From 2030 onwards, certain single-use plastic formats, particularly in the on-the-spot catering sector, will disappear from the market. Member States will also have to achieve packaging waste prevention targets of 5% by 2030, 10% by 2035 and 15% by 2040.
E-commerce is directly concerned. From 2030, transport packaging will have to comply with a maximum void ratio of 50%. Cushioning materials will be included in the calculation.
For design offices and packaging designers, this is a game-changer. Formats will have to be optimized, blanks adapted and logistics standards rethought. And this may come into conflict with marketing or product protection imperatives.
Continuity or break with the French REP?
In France, the future EPR for professional packaging already incorporates European definitions.
The PPWR does not directly modify the organization between household and professional packaging. It does, however, provide an overarching framework. National authorities may set more ambitious targets, but must remain consistent with the regulation.
And the timetable is clear. Entering into force on February 11, 2025, the regulation will become applicable on August 12, 2026. The first structural measures will be implemented in 2027, followed by 2030 and 2040 for the highest targets.
