The Packaging and Packaging Waste Regulation (PPWR): a burden or an opportunity?

Building on its predecessor, the Packaging and Packaging Waste Directive (PPWD), it shifts the focus from recycling to prevention and reuse. Adopted in April 2024, the PPWR redefines packaging practices, aligning them with the EU’s ambitious Green Deal goals and a vision for a circular economy.

With EU citizens generating an average of 190 kg of packaging waste annually—and projections showing a 20% increase by 2030 without intervention—the regulation couldn’t come at a more critical time.

Why the PPWR matters‍

The PPWR is designed to tackle packaging waste at its root, aligning with the Waste Hierarchy Framework:

Its core objectives are simple:

• reduce packaging waste at the source through smarter designs and minimization
• boost high-quality recycling by setting strict recyclability standards
• transition towards reusable systems by enforcing reuse targets and encouraging reuse and refill solutions

Key measures include mandatory labeling on reusable packaging, bans on certain single-use formats, ambitious reduction and reuse targets, and deposit-return schemes. Unlike the directive, the regulation applies uniformly across member states, ensuring consistency and enforceability.

The Packaging and Packaging Waste Regulation (PPWR) is more than just a set of rules. It’s a chance for businesses—packaging manufacturers, brand owners, distributors, logistics providers, and retailers—to embrace innovation and rethink what packaging can do.

Benefits of compliance for your business

The PPWR can feel like a heavy lift, especially since single-use packaging is currently cheaper. But for companies ready to seize the moment, it catalyzes long-term growth and resilience.

Digitize operations

Mandatory QR codes on reusable packaging aren’t just for compliance—they’re digital bridges. These tags centralize essential data, making sharing, tracking, and updating information easy without rebuilding your infrastructure.

Enhance brand reputation and access new markets

Environmentally conscious consumers are driving demand for sustainable products, making lower-impact packaging a gateway to untapped markets while positioning companies as trusted leaders in the green economy.

Cut costs

Fewer single-use packages mean fewer production runs, less storage space, and lower logistics costs. When sustainability becomes part of the equation, smart choices save more than resources—they save money.

Create new revenue streams

Reusable packaging isn’t just sustainable—it’s a business model. Think Packaging-as-a-Service: long-lasting packaging that generates recurring revenue while delighting customers with easy returns and traceability.

Future-proof for what’s next

The PPWR is just the beginning. Building flexible systems now ensures you’re ready for the next wave of regulations and market demands.

What should companies do now?

The PPWR is expected to enter into force by 2026, giving businesses a limited window to prepare (by 2030). Here’s how to start:

1. Audit your packaging portfolio

Look at your packaging. What doesn’t comply? What’s wasteful? Identify quick wins and high-impact changes. Start with what will make the biggest difference—less waste, better materials, smarter design.

2. Strategize for compliance

Every product needs a plan. What changes will you make? How will you tackle material shortages or supplier limitations? Have a backup plan—because being caught off guard isn’t an option.

3. Strengthen your supply chain

Your supply chain is key. Work with suppliers to secure sustainable materials and ensure compliance. Build partnerships, negotiate guarantees, and reduce risks. A strong chain doesn’t break under pressure.

4. Invest in digital tools

Make compliance simple. Centralize your data—materials, recyclability, reuse tracking—all in one place. Share it with regulators and partners effortlessly. And as rules evolve, stay flexible with tools that adapt as fast as you do.

5. Educate and engage

Train your teams. Talk to your suppliers. Inspire your customers. The shift to sustainable packaging isn’t just a requirement; it’s a story that everyone should be a part of.

The role of digital tools in simplifying compliance

One of the aspects of the PPWR is the mandatory use of QR codes on reusable packaging (like in the Boemerang case we worked on). While seemingly simple, these codes centralize essential data, streamline compliance efforts, and enable real-time updates.

With QR codes, businesses can:

• share recycling instructions, material compositions, and lifecycle data with regulators and consumers.
• simplify compliance reporting and make updates without redesigning physical packaging.
• improve supply chain transparency, reduce inefficiencies, and foster collaboration.

The PPWR isn’t just about regulations. It’s a roadmap to a more sustainable future. Businesses that act now will not only comply but also thrive in a circular economy. By reducing waste, rethinking designs, and leveraging technology, companies can turn challenges into opportunities and set new standards for the industry.

The future of packaging is already here. The question is: Are you ready to embrace it?