PPWR: key points of the EU Packaging and Packaging Waste Regulation

Packaging is entering a new phase in Europe. Reducing unnecessary materials, improving recyclability, incorporating recycled content and moving towards reuse models are no longer simply voluntary sustainability goals: they are part of the new European regulatory framework.

Regulation (EU) 2025/40 on packaging and packaging waste sets new rules for packaging placed on the European Union market and for the management of packaging waste.

It entered into force on 11 February 2025 and has applied generally since 12 August 2026, although many of its obligations will be introduced progressively over the coming years, with 2030 as one of the key milestones for the sector.

This new framework, known as the Packaging and Packaging Waste Regulation (PPWR), aims to transform the way packaging is designed, produced, used and managed across Europe.

But what does the PPWR actually change, and what should companies that manufacture or use packaging start reviewing?

01. What is the PPWR?

The PPWR progressively replaces the previous European framework based on Directive 94/62/EC and sets requirements covering the entire packaging life cycle: from design and manufacture to reuse, collection, sorting and recycling.

Its scope is broad. The Regulation applies to all packaging placed on the European Union market and all packaging waste, regardless of the material used or the type of packaging.

This includes, among others, sales packaging, grouped packaging and transport packaging.

The underlying objective is clear: generate less waste, use materials more efficiently and keep resources in the circular economy for longer.

02. Less packaging and better right-sizing

One of the central ideas behind the PPWR is to avoid unnecessary packaging.

By 1 January 2030 at the latest, manufacturers or importers will have to ensure that packaging is designed so that its weight and volume are reduced to the minimum necessary to maintain its functionality.

The Regulation also focuses on certain features whose sole purpose is to make the product appear larger, such as double bottoms, double walls or unnecessary layers.

This may mean boxes that fit the product more closely, lighter structures and a broader review of the amount of material used.

Empty space is also part of the equation. For certain grouped, transport and e-commerce packaging, the PPWR sets limits on the proportion of empty space.

In other words: packaging right-sizing will become increasingly important.

03. Recyclability becomes part of packaging design

The Regulation requires packaging placed on the market to be recyclable and establishes a system for assessing its recyclability performance.

From 2030, and as the technical criteria provided for under the Regulation are developed, this assessment will be linked to the concept of Design for Recycling (DfR).

This marks an important shift in approach.

It is no longer enough to consider what happens to packaging at the end of its useful life. Its ability to be recycled needs to be considered from the design stage onwards.

Materials, structures, components, labels, closures and bonding systems can all form part of that discussion.

04. More recycled content in plastic packaging

The PPWR sets minimum percentages of recycled content from post-consumer plastic waste for certain categories of plastic packaging, with targets beginning around 2030 and increasing towards 2040.

The percentages are not the same for every format. The Regulation therefore distinguishes, among others, certain contact-sensitive packaging mainly made from PET, other contact-sensitive packaging, single-use plastic beverage bottles and other categories of plastic packaging.

Each company will therefore need to assess which specific requirements apply to its materials, formats and applications.

05. Reuse and refill: another part of the circular economy

The Regulation also promotes reuse and refill for certain categories of packaging.

Specific targets apply to certain formats and activities, including some transport, grouped and beverage packaging.

Requirements, percentages and exemptions vary depending on the type of packaging and its use, so there is no single rule that applies to every case.

For some companies, this may mean reviewing not only packaging design but also logistics, return systems, storage and handling processes.

06. New labelling and information rules

The PPWR also aims to make it easier for consumers and operators to identify materials and understand how packaging should be handled after use.

The Regulation provides for a harmonised labelling system relating to material composition and sets out a phased timetable for implementation.

It also provides for the use of digital information carriers, including QR codes, in certain cases involving information on reuse, sorting or composition.

Packaging redesign will therefore not be purely physical. The information accompanying the pack will also play an increasingly important role.

07. What does the PPWR mean for packaging processes?

Much of the conversation around the PPWR naturally focuses on the packaging itself. However, changing a material or redesigning a format can also change how that packaging is produced.

A lighter box, a new board grade, a structure containing recycled material or a more closely fitted format can change the conditions of the adhesive application process.

Variables such as temperature, adhesive quantity, bead position, application pattern, production speed or bond strength may need to be reviewed.

That is why adapting to the new landscape is not simply a matter of changing materials.

It may also be necessary to review how resources are being used within the production process.

This raises a particularly relevant question: if packaging should use only the material it needs, are we also applying only the amount of adhesive each process requires?

08. The role of efficiency in adhesive application

The PPWR regulates packaging and packaging waste. It does not make an adhesive application system a “PPWR-compliant” solution.

Meler’s role in this new landscape is different: to help manufacturers optimise their adhesive application processes and use resources more efficiently.

FOAM Technology helps reduce adhesive consumption by mixing hot melt adhesive with air before application. The expanded structure provides greater volume and coverage while using less adhesive than a conventional application, always depending on the specific characteristics and requirements of the process.

Splitter approaches adhesive savings from a different angle. In applications where it is suitable, it replaces a continuous bead with a controlled dotted pattern. Users can define the desired saving percentage, and the system calculates the corresponding application pattern.

The aim is to question a practice that can go unnoticed for years simply because it works: is a continuous bead really necessary for that application?

MICRON+ ECO, meanwhile, extends this philosophy to the energy efficiency of the adhesive melting and application process.

The energy efficiency of a melter is not a specific PPWR requirement, but it fits within a broader industrial strategy focused on using resources more efficiently in production.

The starting point should not be to apply less adhesive at any cost. It should be to understand what each application really needs and where there is scope for optimisation without compromising bonding performance.

09. PPWR: a change that goes beyond 2026

The PPWR’s general application from August 2026 does not mean that all its requirements take effect on the same day.

The Regulation follows a phased timetable extending to 2030, 2035, 2040 and beyond, while the European Commission continues to develop delegated acts, implementing acts and technical criteria needed to specify some of its obligations.

For packaging manufacturers and users, the current moment is therefore an opportunity to start reviewing.

• Review materials.
• Review formats.
• Review how much is being used.
• Review what can be simplified.
• And review the processes used to manufacture each pack.

Because, beyond regulatory compliance, one of the PPWR’s most relevant messages for industry is this: using resources better starts with understanding how much we really need.

Content updated in September 2026. This information is provided for general information purposes. To determine the requirements applicable to a specific item of packaging, product or activity, Regulation (EU) 2025/40 should be consulted and, where necessary, specialist technical or legal advice sought.