The new European framework marks a significant shift in how companies design, use, reuse and manage their packaging, with the aim of advancing waste prevention, recyclability, reuse and the circular economy.

For companies, this means far more than a new environmental obligation: it means reviewing products, materials, suppliers, purchasing processes and eco-design strategies.

The question is no longer whether the PPWR will affect your company, but how and what you need to start changing.

Which companies does the PPWR affect?

The PPWR applies to packaging placed on the European Union market, regardless of the material used, and affects different players across the value chain: manufacturers, importers, distributors and companies that use packaging to market their products.

So even if your company does not manufacture packaging, it may be affected if it uses packaging to protect, transport, group or present its products.

What changes with the new PPWR packaging regulation?

The Regulation progressively introduces new requirements across several areas:

Reducing packaging and materials

Companies will have to minimise the weight and volume of their packaging and avoid unnecessary wrapping.

Packaging recyclability

Recyclability becomes a core design criterion. From 2030, specific recyclability performance requirements will apply.

Recycled content in plastic packaging

The PPWR sets minimum recycled content percentages for certain plastic packaging, with targets rising over time.

Reuse and refill

Targets and requirements are set to encourage reuse and refill systems and reduce reliance on certain single-use formats.

Materials and substances

Specific restrictions are also introduced on certain substances, including some PFAS in food-contact packaging.

The challenge is not knowing the regulation, it is knowing what to do with it

Many companies will need to start answering questions such as:

• Which items in our packaging catalogue are affected?
• Are they genuinely recyclable?
• Can we reduce materials without compromising functionality?
• Can our suppliers provide the recycled content required?
• Are there reusable alternatives?
• Can we redesign our packaging to improve its circularity?
• What information and documentation will we need to demonstrate compliance?

Answering these questions means connecting regulation, product, materials, suppliers, sustainability and eco-design.

The sooner this analysis is carried out, the more room a company has to adapt in a planned way.

How can PREWASTE help you adapt to the PPWR?

At PREWASTE we help companies turn the requirements of the new packaging regulation into an action plan tailored to their products and needs.

1. We diagnose

We analyse the packaging in use — materials, formats, suppliers and key characteristics — to identify the requirements that may apply in each case.

2. We identify opportunities

We assess options for reducing materials, improving recyclability, incorporating recycled content, enabling reuse and optimising design.

3. We measure environmental impact

Where the project calls for it, we use tools such as Life Cycle Assessment (LCA) to compare alternatives and assess which solutions deliver a real environmental improvement.

4. We develop circular economy and eco-design projects

We work alongside the company and its suppliers to develop solutions that reduce waste, improve packaging recyclability and combine regulatory compliance, functionality and business viability.

5. We support you through the transition

We define a prioritised roadmap and can support product, purchasing, operations and sustainability teams throughout implementation.

Turn the PPWR into an opportunity

Adapting to the new packaging regulation does not have to mean simply taking on new obligations.

Reviewing your packaging can reduce material consumption and waste, optimise costs, improve recyclability, incorporate recycled materials, advance eco-design and open up new circular economy projects.

The PPWR already applies, and many of its requirements will roll out progressively over the coming years. The time to start analysing your packaging is now.

Want to know how the PPWR affects your company?

At PREWASTE we can analyse your situation, identify the main risks and opportunities, and define a PPWR adaptation plan with you.

Let’s talk about your packaging