PPWR - A new chapter in packaging

Article 29 of the packaging and packaging waste regulation lays down EU-wide mandatory re-use and refill targets for specific types of packaging, transport packaging included.

These targets aim to significantly increase reusable packaging by 2030 and further by 2040.

Operators must ensure that a minimum percentage of packaging in the targeted categories is reusable within an approved re-use system.

Operators must ensure that by January 2030 at least 40% of all transport packaging is reusable within a re-use system.

By 2040, this target increases even further to 70%.

Operators using any of the following must meet the re-use targets according to the EU packaging and packaging waste regulation:

Article 5(1) of the EU packaging and packaging waste regulation sets minimum rules for how much recycled plastic must be used in new plastic packaging sold in the EU. These targets are phased, beginning with 35% by January 2030 and increasing significantly to 65% by 2040. These targets are meant to stimulate the market for secondary raw materials and effectively close the loop for plastic materials.

The PPWR asks the European Commission to create detailed rules on how to calculate and check the amount of recycled plastic in packaging. This delegated act is necessary to ensure consistent and verifiable data across all Member States. It is expected to be adopted by the deadline on December 31, 2026.

Article 6(1) and Article 52 of the EU packaging and packaging waste regulation (PPWR) states that all packaging placed on the European market must be designed to be recyclable at scale by 1 January 2030. This means the packaging must be effectively separated, collected and sorted. It should be able to recycle the packaging into quality secondary raw materials without hindering the recycling process or the recovered material.

Article 10 of the EU packaging and packaging waste regulation requires that, from 1 January 2030, all packaging placed on the market must be designed using the minimum weight and volume necessary to perform its essential functions.

Packaging that artificially increases perceived product volume — such as double walls, false bottoms or unnecessary layers — is not allowed unless protected by certain prior design or trademark rights.
Manufacturers must use the performance criteria in Annex IV to assess the packaging and to motivate why further reduction is not possible.

Starting in 2030 (or three years after the final rules are published, whichever is later), companies must make sure that grouped, transport and e-commerce packaging does not contain more than 50% empty space. (article 24)

Extended Producer Responsibility (EPR) is a core principle of the PPWR. It ensures that companies putting packaging on the EU market are responsible for its environmental impact from start to finish.

Under the EU’s “polluter pays” rule, EPR makes producers and importers — not consumers or local authorities — responsible for the cost and management of packaging waste.

According to EPR, producers must help prevent waste, make packaging easier to recycle or reuse and finance the full waste management process, supporting the EU’s circular economy goals.

Any business placing packaging or packaged products on the EU market must meet the following obligations:

Article 12 of the EU packaging and packaging waste regulation sets the rules for labelling of packaging to support correct sorting, recycling and traceability.

It requires that packaging carries standardized, EU-wide labels — both physical labels and digital ones — so consumers and waste operators know what material it is, how to sort it and who the responsible producer is.

Article 12 requires that all packaging has the same clear labels and digital information so people know how to throw it away and recycle it correctly.