If you haven’t come across the term PPWR yet, you’re not alone. Many companies have only encountered this acronym in the past few months. It refers to Regulation (EU) 2025/40 on packaging and packaging waste (Packaging and Packaging Waste Regulation), whose mandatory application begins on 12 August 2026. It introduces new, binding rules for all companies that place packaging or packaged products on the EU market, regardless of their size.
What PPWR actually brings
The regulation covers the entire life cycle of packaging and broadly moves in three directions:
- Less packaging: empty space and unnecessary layers will no longer be acceptable,
- Greater use of recyclable and degradable materials: the required shares of these will be gradually increased,
- Clearer producer responsibility: whoever places a product on the market is also responsible for the fate of its packaging after use.
The requirements apply to all packaging — sales, transport, and grouped packaging alike — and to all of its components: labels, adhesives, inks, coatings, etc. In addition, the regulation also sets limit values for certain substances (heavy metals, PFAS in packaging in contact with food). PFAS — another lesser-known acronym — stands for per- and polyfluoroalkyl substances, synthetic chemicals that are extremely persistent and therefore also known as “forever chemicals,” since they barely break down in nature.
Why this is a business issue, not just an environmental one
The deadline has passed, or is passing, in the coming days, which means many companies are introducing changes under pressure rather than at a calm, well-considered pace. Companies only now getting to grips with the transition are in a weaker starting position than those that began testing alternatives in good time. However, that doesn’t mean it’s too late to start thinking about it. Companies that start today can still secure:
- A clearer picture of which materials actually suit their product, before committing to a sustainable solution,
- A competitive advantage with customers who already demand sustainability — or soon will,
- Lower risk of having to re-adapt their packaging again, at even greater cost, once requirements become stricter in practice.
How to approach the transition
Moving to PPWR-compliant packaging is easier to manage if broken down into steps:
- Check whether the regulation applies to you. If you place packaged products on the EU market — regardless of company size — you are most likely affected.
- Map your existing packaging. For each type (sales, grouped, transport), review the material, components, and share of recycled content.
- Check substance limit values, especially if the packaging is in contact with food.
- Look for alternative materials and solutions wherever existing packaging won’t meet the new requirements.
- Organize your documentation — declarations of conformity and technical documentation required by the regulation.
What alternatives exist?
Depending on the type of product and packaging, companies have several options available. They can increase the share of recycled content in existing materials (paper, cardboard, certain plastics), use reusable packaging systems where feasible, or reduce the amount of packaging through thinner, lighter, or more compact designs without unnecessary empty space.
Another option is the use of biodegradable materials, which break down after use without leaving microplastic residue. This category also includes mycelium biocomposites — materials grown from natural fibers (sawdust, hemp, corn stalks) with the help of fungi.
- e.g. the Slovenian company Mycopor
Which solution makes sense depends on the product, the industry, and how much a material change affects the product’s protection and appearance.
An opportunity, not just an obligation
PPWR is not merely a regulatory obligation — it’s also an opportunity for companies to rethink their packaging: perhaps making it simpler, cheaper, and more aligned with customer expectations than before. The question is no longer whether packaging will need to change, but when and with what.