Packaging is an essential part of everyday life and modern supply chains. At the same time, it accounts for a significant share of waste and requires large amounts of raw materials. With Regulation (EU) 2025/40 on packaging and packaging waste, known as the PPWR, or Packaging and Packaging Waste Regulation, the European Union is establishing a new harmonised legal framework for packaging.

The PPWR entered into force on 11 February 2025 and has applied directly in all EU Member States since 12 August 2026. It will gradually replace the previous European Packaging Directive. You can find the full regulation text on EUR-Lex.

What Is the Goal of the PPWR?

The new regulation aims to address the entire life cycle of packaging more comprehensively, from design and manufacturing through use, reuse, collection, and recycling.

The main objectives include:

• reducing packaging material and packaging waste,
• improving recyclability,
• increasing the use of recycled raw materials,
• promoting reusable packaging and reuse systems,
• introducing more harmonised packaging labelling across Europe,
• reducing unnecessary packaging,
• and lowering the environmental and resource impact of packaging.

The EU therefore aims to integrate packaging more effectively into a functioning circular economy.

PPWR Timeline at a Glance

Most PPWR requirements will not apply immediately. Instead, they will be introduced gradually over several years. The following overview highlights important milestones:

Note: Several deadlines from 2030 onwards are linked to delegated acts and other implementing measures from the European Commission and may be subject to changes. This overview does not constitute legal advice.

Recyclability Is Becoming More Important

One of the central elements of the PPWR is the future recyclability of packaging.

Under the European framework, packaging placed on the EU market is generally expected to be designed for recycling by 2030. Packaging should therefore be designed from the beginning so its materials can be separated, collected, and recycled as effectively as possible after use.

Design for Recycling is becoming increasingly important. Material combinations, coatings, labels, closures, and other packaging components need to be assessed more carefully from a recyclability perspective.

The choice of packaging material is also becoming more important. Plastic, glass, and other materials need to be considered in terms of functionality, durability, reusability, and end-of-life treatment. DWK Life Sciences GmbH (Duran), for example, is part of the häberle LABORTECHNIK manufacturer portfolio and represents solutions involving high-quality glass containers and laboratory bottles.

Less Packaging and Less Empty Space

The PPWR focuses not only on the material used for packaging but also on its size and design.

Packaging should generally be reduced to what is necessary. Unnecessary packaging layers and oversized packaging should be avoided.

This makes one question increasingly relevant:

How much packaging is actually needed to transport, store, and sell a product safely?

Reducing unnecessary empty space is particularly important for shipping and transport packaging.

More Recycled Material in Plastic Packaging

Another major focus is plastic packaging.

For different types of plastic packaging, the PPWR introduces minimum recycled-content requirements. The requirements vary depending on the type and intended use of the packaging and will increase in stages.

The aim is to reduce the use of virgin fossil resources while strengthening demand for high-quality recycled materials.

For companies, this makes the detailed assessment of plastic materials, product design, and manufacturing processes increasingly important. Kautex Textron GmbH & Co. KG is part of the häberle LABORTECHNIK manufacturer portfolio and is associated with solutions in plastics processing and plastic containers.

Reuse and Reusable Packaging Are Gaining Importance

In addition to recycling, the PPWR places greater emphasis on reuse and reusable packaging systems.

For certain packaging types and applications, the regulation introduces reuse targets and corresponding systems. Consumers and businesses should increasingly have opportunities to return packaging, reuse containers, or refill them.

This represents a fundamental shift:

Packaging should no longer be viewed solely as a single-use consumable, but increasingly as part of a circular system.

For laboratory and chemical containers, the combination of material resistance, safe handling, and reusability is particularly important. Bürkle GmbH is part of the häberle LABORTECHNIK manufacturer portfolio and offers solutions for the safe handling of liquids and materials, including products relevant to durable container and dispensing workflows.

Plastic containers used in laboratory and industrial processes also need to be considered increasingly in terms of service life and reuse. VITLAB GmbH is another manufacturer represented in the häberle LABORTECHNIK portfolio and offers laboratory products made from plastic, including various containers and vessels.

More Harmonised Labelling

Packaging labelling will also become more harmonised across Europe.

In the future, information such as the materials used in packaging and how packaging should be disposed of or returned should be easier to understand and presented more consistently across the EU.

Some specific labelling requirements will only become applicable at later dates.

For companies, this means packaging information should already be considered during product development and packaging planning. Material information, disposal instructions, and other mandatory information will need to be integrated more carefully into packaging design.

Requirements for Substances of Concern

The PPWR also contains provisions limiting certain substances of concern in packaging.

One example is the restriction of certain PFAS compounds in food-contact packaging where specified limits are exceeded. This links the circular economy more closely with requirements concerning packaging safety and chemical composition.

For manufacturers and companies placing products on the market, monitoring the materials used and their chemical composition is therefore becoming increasingly important. For packaging intended for sensitive products, material selection, product contact, and potential substance migration need to be considered carefully.

Who Is Affected by the PPWR?

The regulation generally covers packaging and packaging waste regardless of the material used or its origin.

Depending on their role in the supply chain, different requirements may therefore apply to:

• Manufacturers
• Importers
• Distributors
• Packaging producers
• Logistics companies
• Other businesses placing packaged products on the EU market

The specific obligations depend heavily on the packaging type and the company's role within the supply chain.

Why Is the PPWR Important for Companies?

The PPWR is much more than a new recycling regulation.

Companies will increasingly need to assess packaging from several perspectives:

Material – recyclability – size – weight – recycled content – reusability – labelling – documentation.

Packaging management will therefore become increasingly connected to product development, purchasing, quality management, logistics, and sustainability strategies.

Since many PPWR requirements will take effect gradually through 2030, 2035, and beyond, companies should review their packaging structures at an early stage.

A systematic review of the entire packaging process is worthwhile, from material selection and design through use, reuse, and end-of-life treatment.

Frequently Asked Questions

When does the PPWR apply?

The PPWR entered into force on 11 February 2025 and has applied directly in all EU Member States since 12 August 2026. However, many product-specific requirements, including those covering labelling, recyclability, and recycled content, will be introduced gradually from 2028, 2030, and later.

Who is affected by the PPWR?

The regulation generally affects companies that manufacture, import, distribute, or place packaging or packaged products on the EU market. This includes manufacturers, importers, distributors, and logistics companies. The specific obligations depend on the company's role and the type of packaging involved.

What happens if packaging does not meet the requirements?

Packaging that does not meet the applicable requirements may no longer be placed on the EU market from the relevant compliance date. Specific transitional provisions may apply to certain requirements. The applicable national rules also determine enforcement measures and penalties.

What will change regarding packaging labelling?

From August 2028, certain packaging types will be subject to more harmonised labelling requirements under the PPWR. Depending on the packaging, this may include information about material composition, compostability, recycled content, and disposal. Digital information such as QR codes may also be used in some cases.

Conclusion

The PPWR fundamentally changes the legal framework for packaging in the EU, from design and labelling to reuse and recycling.

Although many specific requirements will only take effect gradually through 2030, 2035, and 2040, companies that review their packaging structures, materials, and processes early will have more time to achieve an economically viable and compliant transition.

For companies, the PPWR means one thing above all: packaging needs to be considered as part of the entire product life cycle. Material selection, recyclability, reuse, and documentation are becoming important elements of a future-oriented packaging strategy.

Want to know what the PPWR means for your packaging?