New EU Packaging Rules: What Businesses Need to Know About the PPWR

The European Union is introducing a new regulatory framework that will change how packaging is designed, manufactured, used and managed at the end of its life.

The Packaging and Packaging Waste Regulation (EU) 2025/40, known as the PPWR, entered into force on 11 February 2025 and will generally apply from 12 August 2026. It replaces the previous Packaging and Packaging Waste Directive and introduces directly applicable rules across all EU Member States.

The regulation covers all packaging placed on the EU market, regardless of its material, origin or industry. This means its requirements are relevant not only to packaging manufacturers, but also to brand owners, importers, distributors, retailers, e-commerce businesses and companies exporting packaged products to the European Union.

What is the PPWR?

The PPWR is designed to reduce packaging waste and support the transition towards a more circular European economy.

Under the previous directive, individual Member States implemented packaging rules through national legislation. This created differences in requirements and compliance procedures across Europe. As an EU regulation, the PPWR establishes a more consistent framework for packaging design, recyclability, reuse, labelling and reporting.

Although the regulation generally applies from August 2026, many of its most significant design and sustainability requirements will be introduced gradually between 2026 and 2040.

What will change for packaging businesses?

Packaging must be designed for recycling

By 2030, packaging placed on the EU market will need to meet defined recyclability requirements. From 2035, it must also demonstrate that it is recycled at scale.

Businesses should begin reviewing their packaging portfolios, materials, components, coatings and adhesives to identify structures that may be difficult to collect, sort or recycle. Packaging that fails to meet the applicable recyclability requirements could eventually be restricted from the EU market.

Plastic packaging will need more recycled content

The PPWR introduces mandatory post-consumer recycled-content targets for plastic packaging.

Depending on the packaging category, plastic packaging will generally need to contain between 10% and 35% recycled material by 2030. These targets will rise to between 25% and 65% by 2040. PET beverage bottles, for example, have a target of 30% by 2030.

Companies using plastic packaging will therefore need to evaluate material availability, contact suppliers and confirm that recycled-content data can be verified.

Unnecessary packaging must be reduced

Packaging weight and volume must be minimised while maintaining important functions such as product protection, transportation and hygiene.

Grouped, transport and e-commerce packaging will be subject to a maximum 50% empty-space ratio. Filling materials such as bubble wrap, foam, air cushions and paper cuttings are counted as empty space under the regulation. The requirement is scheduled to apply from 2030 or three years after the relevant calculation methodology is adopted, whichever is later.

For many businesses, this will make right-sized packaging an important part of product development and logistics planning.

New reuse and refill requirements

The PPWR promotes reusable and refillable packaging in sectors such as beverages, retail, e-commerce and hospitality.

Affected companies may need to introduce reusable packaging formats, participate in reuse systems or provide refill options. This will require coordination across packaging design, collection, cleaning, transportation and reverse logistics.

Harmonised labels and stronger documentation

Packaging will gradually introduce harmonised EU labels showing its material composition and helping consumers dispose of it correctly.

Manufacturers will also need technical documentation and an EU Declaration of Conformity demonstrating that their packaging meets the relevant requirements. Importers, distributors and businesses placing packaged products on the market will need to verify that the required compliance information is available.

Restrictions on hazardous substances

From 12 August 2026, food-contact packaging containing PFAS above the limits established by the PPWR cannot be placed on the EU market.

The restriction can apply to paper, board, plastics, coatings, inks, adhesives and other packaging components intended to come into contact with food. Businesses should therefore review material specifications and request supporting evidence from suppliers before the application date.

Who needs to prepare?

The PPWR may affect any organisation placing packaging or packaged products on the EU market, including:

• Packaging manufacturers and converters
• Product manufacturers and brand owners
• Importers and distributors
• Retailers and e-commerce companies
• Food, beverage and hospitality businesses
• Logistics and transport providers
• Online marketplaces
• Businesses outside the EU exporting packaged goods into Europe

Companies should first determine their role under the regulation, as the responsibilities of manufacturers, producers, importers and distributors are not identical.

How EngView can help your business

Preparing for the PPWR begins during the packaging-design process. EngView Package & Display Designer provides tools that help teams create, evaluate and optimise packaging before it reaches production.

Design and adapt recyclable structures

EngView provides access to more than 2,500 ready-to-use parametric packaging standards, including ECMA and FEFCO designs. Structures can be resized and adapted to the dimensions, material and production requirements of a project.

This gives designers a reliable starting point when reviewing existing packaging or developing alternatives with simpler, more efficient structures. 

Use less material

EngView’s Layout Optimizer compares different sheet arrangements, provides waste-area statistics and ranks alternatives based on material utilisation.

The latest production workflow functionality can also consider sheet sizes, converting equipment, corrugators and available roll widths, helping manufacturers identify efficient layouts based on real production conditions.

Reduce empty space

Designers can import external 3D product models and position them inside the packaging. Combined with parametric resizing, this helps teams develop structures around the actual product instead of relying on oversized standard boxes.

This can support right-sizing projects and help businesses work towards the PPWR’s maximum empty-space requirements.

Review 3D mock-ups before cutting samples

EngView allows teams to view structural designs, artwork, materials and folding sequences in 3D. Browser-based models can be shared with colleagues and customers for review before physical samples are produced.

These capabilities support the four areas presented in EngView’s PPWR communication: designing for recyclability, using less material, reducing empty space and limiting physical test samples.

EngView can support design optimisation and internal preparation, but regulatory compliance still requires suitable materials, testing, supplier information and technical documentation. Businesses should evaluate each packaging format against the final applicable PPWR criteria and future implementing acts.