How Will The New EU Packaging Regulations Impact Your Business?

The forthcoming EU packaging regulation aims to curb the ongoing rise in packaging waste. Its primary goal is to harmonise existing packaging laws and achieve a 15% reduction in waste by 2040 compared to 2018. This is crucial as many countries are struggling to meet previously established recycling targets.

In this guide, we will delve into the new EU packaging regulations and their implications for any business selling products across Europe.

What Is The PPWR?

The current EU packaging directive has been replaced by the new EU Packaging and Packaging Waste Regulation (PPWR). This came into effect in February 2025, although many provisions and regulations will not impact businesses until 18 months later.

Nevertheless, it is evident that the new regulation will significantly affect any business selling products within the EU.

This is particularly true for smaller businesses that ship products to numerous European countries as part of their business model.

The Changes

Below are the changes you can expect under the new regulation, which you should prepare for as a business.

Substance Requirements

Article 5 of the new regulations pertains to requirements for substances in packaging. Packaging used for products must contain minimal or negligible amounts of harmful substances. This includes all components of the packaging, such as prints and writings.

The aim is to minimise the environmental impact of these harmful substances throughout the packaging's lifecycle.

Packaging Recyclability

Article 6 states that all packaging used within the European market must be recyclable. However, the definition of recyclability within the regulations is somewhat vague and will become clearer over the coming months.

Overall, packaging should be designed with recyclability in mind. Established methods of collection, sorting, and recycling should also be considered in the packaging design.

Any packaging components should be separable and recyclable individually. They should also be disposed of without affecting the recycling levels of other types of waste.

Minimisation

The level of packaging should be reduced to minimum levels while ensuring proper functionality.

Businesses should avoid using packaging designed to increase the perceived product size. Examples include:

• False bottoms
• Double walls
• Unnecessary layers

The regulations also state that the empty space ratio should not exceed 50%. This refers to the space within the packaging taken up by filler materials such as bubble wrap, foam, or similar materials.

Reusable Packaging

Article 10 refers to reusable packaging. According to the regulation, this refers to any packaging designed for reuse or refills. These should be designed to undergo as many cycles as possible, with reference to 5 cycles for cardboard and 10 for other materials.

The packaging should also be suitable for emptying without risk of damage and continue to maintain the quality and safety of the products.

Labelling Requirements

All packaging should be correctly labelled with information about the material composition. Labels should provide details regarding the ingredients used in the packaging to ensure proper disposal, recycling, and reuse.

How Will The New EU Packaging Regulation Impact You?

Whether you are running a small business or managing operations for a larger corporation, the PPWR is likely to impact your company.

You may need to adjust elements including:

• Packaging design
• Supply chain management
• Material sourcing

To remain competitive and cost-effective, you should:

• Invest in sustainable materials
• Redesign your product packaging for extended recyclability
• Engage in circular business practices

Remaining compliant may require more investment from your company, particularly for smaller businesses that may need to switch suppliers or adopt larger, more comprehensive supply chains.

The demand for recycled content could also increase competition for key materials, raising overall costs and affecting turnaround times. A push for reuse and refill systems could also complicate business operations.

Furthermore, the new regulations present significant barriers for small businesses. One example is Article 40, which requires a company to have a representative in each state where they sell products for extended producer responsibility. This process would be both costly and complicated for smaller companies.

New Opportunities

These issues undoubtedly present new challenges for business owners. However, they also offer opportunities for innovation and intelligence in product design and overall business growth.

By embracing higher levels of sustainability, you can mitigate risks and ensure your business surpasses milestones in the new circular economy.

Early action and implementation are crucial.

As many brands push their environmental targets back, those who stay on track are more likely to succeed in the wake of the PPWR.

It’s worth noting that while the new regulations came into force on 11 February 2025, there will be a transitional period of 19 months, with most provisions taking effect in August 2026.

We hope this helps you understand how the new EU packaging regulation could impact your business and the steps you should take to prepare.