Packaging (waste) is a growing problem, and its consumption is increasing faster than our economies and population (the average EU inhabitant’s consumption grew from 157.2kg in 2011 to 186.5kg in 2022). The packaging consumes many resources, has several inefficiencies in its use and is often difficult to recycle.

That is why the Packaging and Packaging Waste Regulation (PPWR) was introduced on 11th February 2025. It is a successor of the Packaging and Packaging Waste Directive (PPWD), which had the same intention but more a guideline instead of a real rule (directive vs. regulation). The new regulation goes beyond just recycling; it is about transforming the whole packaging system in Europe (from creation, to usage and end of life).

How will the new packaging regulation actually help? It aims to transform packaging in several key ways:

• Recyclable across borders: packaging will need to be recyclable across all EU member states, making it easier for everyone to sort and recycle correctly, no matter where they are.
• Made from recycled materials: new rules will require packaging to include more recycled content, with increasing targets set for 2030 and 2040.
• Clearly labelled: gone are the confusing labels and complicated colour codes that used to be different in every country. Packaging will have uniform labelling across the EU, making it much simpler to know how to sort it for recycling.
• Common-sense packaging: the rules push for efficient design, meaning that the box should be in line with size of the product — no more oversized boxes with too much empty space or endless filling materials like paper or air pouches.
• Encourages re-use and refill: the regulation will boost systems for deposits and returns. Companies will also have to offer reuse or refill options whenever possible, without charging extra for using reusable alternatives.
• Ban on specific single-use plastics (SUP): there will be a ban on certain types of single-use plastic packaging to further reduce waste and promote sustainable alternatives.

We are already taking significant steps to improve our packaging and to comply with regulation, focusing on:

Reducing excess: we are analysing our packaging and are removing any excess materials.

Choosing the right materials: we are carefully looking for the best suitable materials for each product, understanding that sustainability is not a one-size-fits-all solution (e.g., lightweight, protective plastic can sometimes be better than paper). 

Redesigning for efficiency: we are working on making packaging smaller, explore options to remove it completely, or pack several products together. 

Balancing protection and waste: we ensure packaging still protects products to prevent damage, as a damaged item creates more waste than proper packaging would. 

Ultimately, our goal is to create responsible packaging that aligns with both new regulations and our commitment to a more sustainable future. By taking these steps, we ensure our packaging is not only compliant but also genuinely smarter for our products and the planet. 

If your business places packaging or packaged products on the EU market — whether you are a producer, manufacturer, importer, or distributor — the renewed set of rules brings several new obligations you will need to meet.

Want to know what this exactly means for you? 

First of all, make sure you deal with a supplier who is using compliant packaging when sending the goods to you. But when you ship your goods to your customer, you have to comply with this regulation to. A fast way to comply with this regulation is to reuse the packaging your supplier used. But when you are repacking the products into your own packaging: this regulation applies to you as well. 

For more information on the exact execution, please read our article on the EPR.

Want to know more? Read about PPWR here. 

All the information given in this article is based on our knowledge and interpretation of the official documents. No legal claims can be made based on the information presented in this article.