The Packaging and Packaging Waste Regulation (PPWR) is a new regulation introduced by the European Union to reduce packaging waste, improve sustainability and support a more circular economy. Replacing the Packaging and Packaging Waste Directive, the Packaging and Packaging Waste Regulation introduces harmonised rules for packaging placed on the EU market, encouraging businesses to reduce unnecessary packaging, increase recycled content and improve recyclability across a wide range of packaging types.

Whether you manufacture, import or supply packaging, understanding the Packaging and Packaging Waste Regulation PPWR is becoming increasingly important.

This guide explains the key requirements of the packaging waste regulation, how it may affect businesses placing packaging on the EU market, and the steps organisations can take to prepare for the new waste regulation while supporting more sustainable packaging solutions.

What Is the Packaging and Packaging Waste Regulation?

The Packaging and Packaging Waste Regulation is Regulation (EU) 2025/40, introduced to create a consistent approach to packaging across the European Union. It entered into force on 11 February 2025, with most provisions applying from 12 August 2026. The regulation replaces the Packaging and Packaging Waste Directive, introducing directly applicable rules for packaging placed on the EU market.

The packaging waste regulation applies to all packaging, regardless of the material used or whether it is empty packaging or packaging containing products. It sets out requirements for packaging design, recycled content, recyclability, labelling and Extended Producer Responsibility, while aiming to reduce the environmental impact of packaging throughout its entire lifecycle.

What Does the Packaging and Packaging Waste Regulation Aim to Achieve?

The Packaging and Packaging Waste Regulation PPWR aims to reduce packaging waste, encourage innovation and support the transition to a circular economy. It introduces measures to reduce unnecessary packaging, promote reuse where appropriate and increase the use of recycled content, particularly in plastic packaging.

The new regulation also seeks to harmonise packaging rules across EU member states, making it easier for businesses to place packaging on the EU market while meeting consistent legal requirements. By encouraging recyclable packaging, improving packaging design and reducing reliance on primary raw materials, the regulation aims to create more sustainable packaging solutions without compromising product protection or food safety.

Who Does the Packaging Waste Regulation Apply To?

The Packaging and Packaging Waste Regulation applies to businesses that place packaging on the EU market. This includes manufacturers, importers, distributors, retailers and other economic operators that produce, supply or sell packaged goods within the European Union.

The regulation covers all packaging, regardless of the packaging type or material used. Whether your business supplies plastic packaging, food contact packaging or other packaging materials, you should review your obligations to ensure you meet the relevant legal requirements.

Businesses that should assess how the new regulation may affect them include:

• Manufacturers of packaging and packaged products.
• Importers placing imported products on the EU market.
• Brand owners and retailers.
• E-commerce businesses using transport or e-commerce packaging.
• Distributors and other organisations operating throughout the supply chain.

Key Requirements Under the Packaging and Packaging Waste Regulation PPWR

The Packaging and Packaging Waste Regulation PPWR introduces a range of measures to reduce packaging waste and improve sustainability across the European Union. Although some requirements will be introduced over several years, businesses should begin reviewing their packaging solutions and preparing for future obligations.

Packaging Minimisation

The regulation requires packaging to be designed so that its weight and packaging volume are limited to the minimum necessary for product protection and functionality. It also introduces measures to reduce excessive packaging, unnecessary packaging and empty space, particularly for grouped, transport and e-commerce packaging.

Recycled Content and Recyclable Packaging

The PPWR introduces minimum recycled content requirements for certain plastic packaging from 2030. It also aims to ensure packaging placed on the EU market is designed for recycling, encouraging greater use of recycled materials and supporting the transition to a circular economy.

Reuse and Refill Systems

The regulation promotes reusable packaging and introduces reuse targets for specific packaging formats. These measures are intended to reduce packaging waste and encourage businesses to adopt packaging solutions that can be used multiple times where appropriate. The regulation also introduces measures that encourage a reduction in certain single use plastic packaging formats by promoting reusable alternatives where appropriate.

Labelling and Technical Documentation

Businesses may need to provide technical documentation demonstrating that their packaging complies with the essential requirements of the regulation. The PPWR also introduces harmonised labelling to help consumers correctly sort and recycle packaging, supporting more effective waste management across EU member states.

What Does the Packaging and Packaging Waste Regulation Mean for Businesses?

The Packaging and Packaging Waste Regulation encourages businesses to take a proactive approach to packaging compliance. While the exact obligations will depend on the products you place on the EU market, reviewing your packaging now can help you prepare for future requirements and avoid unnecessary disruption.

Businesses should consider:

• Reviewing existing packaging to identify opportunities to reduce unnecessary packaging and empty space.
• Assessing whether packaging designs could be updated to improve recyclability and increase recycled content where appropriate.
• Working with suppliers throughout the supply chain to understand how packaging materials may be affected by the new regulation.
• Checking whether technical documentation and compliance processes need updating.
• Monitoring future implementing acts and guidance published by the European Commission, as some requirements will be introduced in stages.

Taking these steps can help businesses improve efficiency, reduce their environmental impact and prepare for the evolving packaging waste regulation.

How Kite Packaging Can Help

Preparing for the Packaging and Packaging Waste Regulation can seem complex, but reviewing your packaging early can make future compliance much easier. Kite Packaging can help you identify practical packaging solutions, reduce unnecessary packaging and explore sustainable packaging solutions that support your business goals.

Whether you're looking to improve packaging design, increase the use of recyclable packaging or review your existing packaging materials, our experienced team can help you choose solutions that balance product protection, efficiency and sustainability.

For businesses looking for more strategic support, our experienced packaging consultants can help assess your current packaging, identify opportunities to reduce waste, improve efficiency and prepare for evolving packaging legislation. Working closely with your team, we provide practical, tailored recommendations that support compliance while delivering long-term commercial and environmental benefits. Find out more about our packaging consultancy services.

Frequently Asked Questions

If you still have questions about the Packaging and Packaging Waste Regulation, the FAQs below explain some of the key requirements and what they could mean for businesses placing packaging on the EU market.

Does the Packaging and Packaging Waste Regulation apply in the UK?

The Packaging and Packaging Waste Regulation is an EU regulation and applies to packaging placed on the EU market. While it is not UK legislation, UK businesses that manufacture, import or supply packaging into an EU country may still need to comply with the relevant requirements.

When does the Packaging and Packaging Waste Regulation come into effect?

The PPWR entered into force on 11 February 2025, with most provisions applying from 12 August 2026. However, some requirements, including certain recycled content targets and reuse measures, will be introduced at later dates.

How does the Packaging and Packaging Waste Regulation differ from the Packaging and Packaging Waste Directive?

The Packaging and Packaging Waste Regulation replaces the previous Packaging and Packaging Waste Directive. Unlike the directive, the new regulation introduces harmonised rules that apply directly across EU member states, helping create a more consistent approach to packaging requirements.

Which types of packaging are covered?

The regulation applies to all packaging placed on the EU market, including plastic packaging, food contact packaging, transport packaging, grouped packaging and e-commerce packaging. It applies regardless of the packaging type or the material used.

What are the recycled content requirements?

The regulation introduces minimum recycled content requirements for certain plastic packaging from 2030. The required percentage depends on the packaging type and is intended to increase the use of recycled materials while supporting a circular economy.

What is meant by excessive packaging?

Excessive packaging is packaging that uses more material or space than is necessary for product protection or functionality. The regulation includes measures to reduce unnecessary packaging, packaging volume and empty space, helping to minimise packaging waste and improve resource efficiency.