The EU’s Packaging and Packaging Waste Regulation (PPWR) will come into effect on 12 August 2026, prompting significant changes in product packaging practices in the years ahead.
“This new regulation is a forward-looking investment for Europe. It aims to minimize waste, boost recycling efforts, enhance the safety of food-contact packaging by restricting harmful substances like PFAS, and lessen our reliance on newly sourced raw materials,” stated Jessika Roswall, the commissioner responsible for environment, water resilience, and a competitive circular economy.
“These actions are critical for advancing toward a genuinely circular economy.”
The PPWR encompasses all types of packaging available in the EU market, including transportation materials such as pallets, containers, and crates. Its main objective is to address the environmental issues linked to packaging and reduce Europe’s dependence on imported fossil fuels.
Implementation of the regulation will occur gradually.
Starting on 12 August 2026, it will be mandatory for manufacturers, importers, distributors, and fulfillment service providers to fulfill specific duties related to packaging compliance with the regulation. For logistics firms, this means that processes like handling, warehousing, and order fulfillment must not compromise packaging standards. Additionally, the regulation introduces broader requirements aimed at reducing packaging weight and volume while enhancing recyclability and potential for reuse.
From 2028 onwards, a standardized labeling system for packaging will be introduced across the EU to streamline waste sorting and enhance the effectiveness of recycling and composting processes. The rules governing reusable packaging will also gain prominence, necessitating improved reverse logistics and asset management for packaging.
The most substantial transformations for the logistics and e-commerce sectors are expected around 2030. At that point, grouped, transport, and e-commerce packaging will generally be required to maintain a 50% maximum empty-space ratio. Furthermore, an estimated 40% of designated transport packaging will need to be reusable, alongside a 10% reuse goal for grouped packaging, with certain exemptions and conditions. Starting in 2030, recyclability performance ratings and minimum recycled content requirements will be imposed on various types of plastic packaging.
A significant 93% of UK businesses are anticipating the effects of the new regulation. A recent survey conducted by Advanced Supply Chain involving 200 companies indicated that nearly all expect to feel the impact of the PPWR.
The data showed that 16% of firms in the non-food supply chain have already altered their packaging to align with the new standards, 39% are actively making adjustments, and 32% are assessing their packaging strategies.
Stuart Greenfield, the UK and European sales director at Advanced Supply Chain, remarked, “While PPWR is an EU directive, it is becoming common for UK businesses to implement its principles for packaging utilized outside the EU. Companies in Britain aim to maintain seamless trade with European customers, prompting many to standardize packaging formats to ensure compliance, manage costs, and simplify retail logistics across different markets.”
At the same time, UK companies exporting food, beverages, household products, health and beauty items, and personal care goods to the EU are advised to reassess their operational procedures regarding pallets, containers, and other transportation packaging utilized in their supply chains.
Katie Ingham, commercial director at CHEP, a leader in pallet pooling, explained, “For UK exporters, it is essential to view pallets and containers not just as a minor operational detail. Businesses must demonstrate how these assets navigate through an authentic reuse system.”
She urged firms to take immediate action by reviewing their obligations, recovery strategies, and supporting data to address compliance risks and ensure smooth movement of goods throughout Europe.