On 24th April 2024, the European Parliament officially approved the Packaging and Packaging Waste Regulation (PPWR). This groundbreaking legislation rewrites the rules for packaging in Europe, aiming to reduce packaging waste, boost recycling, and support circularity.
Flexible packaging is at the core of this transformation. Let’s explore what the regulation entails, the key dates to remember, and how to prepare so you’re not caught off guard.
What is the ppwr regulation?
The PPWR (Packaging and Packaging Waste Regulation) replaces Directive 94/62/EC and will be uniformly enforced across all EU Member States.
Key objectives:
- 15% per capita reduction in packaging waste by 2040
- 100% of packaging must be reusable or recyclable by 2030
- Restrictions on materials considered “unsustainable” or “difficult to recycle”
Flexible packaging: what will change?
Flexible packaging — such as pouches, flowpacks, sachets, and doypacks — is one of the most impacted categories. Here’s what the PPWR means for businesses in this segment:
- Recyclability requirements
Due to their complexity and widespread use, flexible packaging is under particular scrutiny. From 1st January 2030, all packaging must be:
- Designed to be recyclable
- Compliant with recyclability criteria defined by the European Commission (e.g., mono-material, simplified labeling)
- Mandatory recycled content
A major change is the mandatory use of recycled content. All plastic packaging must include a minimum percentage of recycled material:
- 30% for flexible food packaging
- 35% for non-food packaging
- Harmonized labeling
Labeling must become clearer and standardized. Requirements include:
- Standardized pictograms and disposal instructions
- Digital labeling (QR codes) with information on packaging composition
Timeline
Impacts on the flexible packaging sector
Adapting to the PPWR is a significant challenge — but also a major opportunity for innovation. Companies will need to radically rethink their packaging solutions. This includes:
- Rethinking materials: shifting toward recyclable mono-materials such as PE or PP
- Investing in eco-design: designing packaging with end-of-life in mind
- Collaborating with brands: supporting clients in meeting new standards
Companies that adapt quickly will stand out in the market, attract sustainability-focused customers, and stay ahead of the competition.
How to comply with the new regulation
Managing the transition to PPWR requires a clear, structured path. Here’s a practical roadmap:
Operational checklist for PPWR compliance
- Audit current packaging
Conduct a full audit to identify all types of packaging in use and assess their recyclability, composition, and the presence of any non-compliant or critical materials. - Check future compliance
Evaluate whether current packaging can be updated or needs to be redesigned. Remove prohibited elements such as oversized packaging or non-recyclable components. - Redesign packaging
New designs should minimize empty space, use compostable or recycled materials, and comply with food-contact regulations. - Implement recycled content
Where required, integrate recycled plastics like rPET or rPP, ensuring materials are certified and available. - Labeling and communication
Use harmonized labels indicating disposal methods and packaging composition. Train staff to communicate in line with the new regulation. - Evaluate reusable alternatives
Especially in sectors like food service or delivery, assess the feasibility of adopting reuse systems, including collection and washing. - Collaborate with suppliers
Work closely with packaging suppliers to ensure proposed solutions are compliant and certified.
Conclusion: act now to stay ahead
PPWR is already a reality — and the time to adapt is now. Packaging companies that begin the transition today will be better positioned to face tomorrow’s challenges, with greater competitiveness, customer trust, and reputation.
In an increasingly regulated and sustainability-driven market, investing now is the best way to grow tomorrow.
