The European Union's Packaging and Packaging Waste Regulation (PPWR) 2025/40 is poised to redefine packaging standards for all businesses operating in or supplying to the EU. Replacing the long-standing Directive 94/62/EC, the PPWR—adopted on 11 February 2025—comes into force on 12 August 2026 and brings with it radical changes affecting every stage of the packaging lifecycle, from design and materials to labelling, reuse, recyclability, and compliance obligations.

This regulation applies to all packaging placed on the EU market, regardless of origin, encompassing online and cross-border trade. It creates binding responsibilities for manufacturers, importers, distributors, fulfilment service providers, and others in the supply chain. Here's a look at 10 key aspects of the PPWR that every global business must understand:

1. Recycled Content Requirements

From 2030, packaging must meet new recycled content thresholds, such as:

• 30% for PET contact-sensitive packaging
• 10% for other plastics (non-PET)
• 35% for other plastic packaging

These percentages increase significantly by 2040. Specific exemptions apply, including medical and hazardous goods packaging.

2. Recyclability Criteria

All packaging must be recyclable "in an economically feasible way" from 2030, and recyclable at scale by 2035. Non-compliant packaging (less than 70% recyclability) will be banned from market entry. There are allowances for certain medical and food packaging types, as well as "innovative packaging"—eligible for limited exemptions.

3. Reuse and Refill Targets

Mandatory reuse targets will apply from 2030, such as:

• 40% of transport packaging reusable (70% by 2040)
• 10% for grouped packaging (25% by 2040)
• 10% of beverage packaging reusable (40% by 2040)

Reusable packaging must endure multiple cycles without degradation, with deposit return schemes required for plastic and metal beverage containers.

4. Packaging Design: Minimising Empty Space

From 2028, empty space in sales packaging must be reduced to a minimum. From 2030, grouped, transport, and e-commerce packaging must not exceed 50% empty space. Fillers like air cushions or foam are considered part of the empty space calculation.

5. Labelling and Transparency Requirements

By 2028, harmonised labels will be required, indicating material composition and correct disposal methods. Reusable packaging must carry a reusability label by 2029, with digital tools like QR codes used to provide additional data. The PPWR also bans misleading or greenwashing claims on packaging.

6. Substance Restrictions

From August 2026, PFAS content in food-contact packaging must fall below strict thresholds. Packaging will also need to minimise the presence of substances of concern, with digital markings to indicate chemical content. The EU will reassess substance limits by the end of 2026.

7. Ban on Certain Single-Use Plastics

From 2030, specific plastic items will be banned, including:

• Group packaging for beverages
• Trays and containers for food services
• Cosmetics packaging in hotels
• Lightweight plastic bags

8. Extended Producer Responsibility (EPR)

All EU Member States must operate EPR schemes. Producers will bear full financial and operational responsibility for the end-of-life management of their packaging. They must register, report, and fund waste management activities, including labelling and public awareness campaigns.

9. Documentation and Conformity

Businesses must retain technical documentation and EU Declarations of Conformity for up to 10 years (for reusable packaging). Importers must ensure all labelling and documentation is complete before product placement on the market.

10. Compliance and Enforcement

Failure to comply could result in market exclusion, financial penalties, and operational disruption. Global brands must now assess their packaging portfolios, identify compliance gaps, and begin reengineering their packaging strategies to meet PPWR requirements well ahead of enforcement deadlines.

The PPWR signifies a transformative step for sustainable packaging, pushing beyond recyclability into full lifecycle accountability. It raises the bar for international companies hoping to access the EU market and compels proactive preparation. Early alignment will be critical for ensuring compliance and maintaining competitive advantage in Europe’s evolving packaging ecosystem.