Why PPWR is being introduced

PPWR is part of the EU’s effort to reduce the environmental impact of packaging and improve how materials are used across the market.

Regulatory changes affecting packaging are already being introduced, including restrictions on substances such as PFAS in food-contact materials. These developments form part of a broader shift that PPWR builds upon.

The regulation focuses on three main areas:

  • reducing packaging waste
  • improving recyclability
  • increasing the use of recycled materials

Certain types of unnecessary single-use packaging are also expected to be phased out.

While key details are still being defined at EU level, the overall direction is clear: packaging will need to use fewer resources and perform more effectively within a circular system.

What PPWR means in practice

In practice, these focus areas translate into concrete requirements for how packaging is designed, used and evaluated.

Reduce

PPWR introduces targets to limit the amount of packaging placed on the EU market.
This means using materials more efficiently, avoiding unnecessary packaging, and optimising design without compromising performance.

Reducing material use plays a key role in lowering environmental impact and improving resource efficiency across the value chain, including transport and handling.

Reuse

The regulation encourages the use of reusable packaging where it is practical.
This may involve refill systems, returnable packaging, or other solutions, depending on the application.

Companies should evaluate where reuse is feasible, recognising that it often requires changes to logistics, handling and packaging systems, not just materials. At the same time, packaging that is not reused will still need to meet recyclability requirements.

Recycle

Recyclability is a central part of PPWR. Packaging will need to be designed so it can be effectively collected, sorted and recycled.

This places increased focus on design, including material choice, structure and how different components work together. Packaging that is difficult to separate or process may face challenges as requirements become more defined. As a result, recyclability is not only about material selection, but about how packaging performs in real recycling systems.

Material choices

As requirements develop, material choice becomes increasingly important. PPWR does not prescribe specific materials, but it will influence how they are used in practice.

Packaging needs to work within existing collection and recycling systems. Simpler structures are generally easier to align, while more complex material combinations may present challenges, particularly where separation is difficult.

Some requirements also differ by material, meaning packaging solutions may be assessed in different ways depending on how they are designed and used.

Fibre-based packaging, for example, is often part of well-established recycling systems in many markets, which may support alignment with recyclability requirements.

Andreas Boo, Head of Sustainability and regulatory affairs

“The question is not whether PPWR will affect your packaging — but how. The companies that start reviewing their packaging now will be in a much stronger position as requirements become clearer.”

– Andreas Boo, Head of Sustainability and Regulatory Affairs

Where to start? 

Although some details are still being defined, the direction is clear enough for companies to begin preparing.

Practical starting points include:

  • Reviewing your current packaging portfolio: Identify packaging that may be difficult to recycle, overly complex or heavier than necessary.
  • Assess recyclability in real systems: Understand how packaging performs within existing collection, sorting and recycling infrastructure.
  • Evaluate material choices: Consider how different materials and combinations align with future requirements, including recyclability and efficiency.
  • Follow regulatory developments: Stay updated as criteria and definitions continue to evolve.

Who is responsible for compliance?

Under PPWR, the responsibility for compliance lies with the company placing the packaging on the market.

This means that each company needs to understand how its packaging solutions align with the regulation, including design, material use and performance in recycling systems.

In practice, compliance depends not only on the material itself, but on how the final packaging is designed, combined and used across the value chain.

Suppliers can support with material knowledge and guidance, but they do not take on compliance responsibility for the final packaging solution.

At Holmen, we support customers with insights into fibre-based packaging and how it performs within existing systems, helping you better understand what to consider as requirements develop. Welcome to download our PDF folder and be prepared for the PPWR requirements now in force, as well as for future developments.

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