The packaging industry in Europe is entering a new phase. One in which sustainability is no longer a voluntary aspiration but a specific regulatory requirement. In this context, the PPWR (Packaging and Packaging Waste Regulation) emerges as one of the most relevant—and transformative—regulations of recent years.
Although its implementation will be gradual, the impact of the PPWR is already being felt throughout the value chain: from packaging manufacturers and material suppliers to brands, distributors, and logistics operators. Understanding what this regulation is about, what its objectives are, and why it marks a turning point for the sector is the first step in anticipating the change to come.
What is the PPWR?
The PPWR is the proposed European Regulation on Packaging and Packaging Waste, promoted by the European Commission as part of the European Green Deal and the Circular Economy Action Plan.
Unlike the Packaging Directive in force until now—which had to be transposed by each Member State—the PPWR is intended to be directly and uniformly applicable throughout the European Union. This seeks to reduce regulatory differences between countries and establish a clearer common framework for industry.
Its main objective is ambitious but clear: to reduce the generation of packaging waste, improve its recyclability, and promote reuse models, without losing sight of functionality, product safety, and industrial competitiveness.
Why the PPWR is a turning point for packaging
For years, the debate on sustainability in packaging was dominated by voluntary commitments, brand initiatives, and corporate responsibility strategies. The PPWR changes this scenario by introducing measurable legal obligations, with defined deadlines and specific technical criteria.
This means that decisions traditionally associated with design—materials, formats, weights, combinations—now have a direct regulatory dimension. Packaging is no longer evaluated solely on its aesthetics, functionality, or cost, but also on its environmental performance in accordance with the standard.
For the industry, this represents both a challenge and an opportunity: those who adapt sooner will be able to better position themselves in an increasingly regulated market.
Less waste, more circularity
One of the central pillars of the PPWR is waste prevention. The regulation aims to reduce overpackaging, limit unnecessary formats, and promote more efficient solutions in the use of materials.
At the same time, it reinforces the concept of the circular economy, establishing clear criteria for recyclability and encouraging the use of materials that can be effectively reincorporated into new production cycles. It is no longer enough for packaging to be “theoretically recyclable”: it must be recyclable in practice, within existing systems.
This approach requires rethinking not only the material, but also aspects such as inks, coatings, labels, closures, and combinations of components.
A new framework for European packaging
The PPWR is already setting the course for packaging in Europe. More than just an isolated regulation, it represents a change in approach: from packaging as an accessory to packaging as a key element in a regulatory, environmental, and industrial strategy.
For the industry, understanding this regulation is not just a matter of compliance, but of adapting to a new framework in which design, materiality, and sustainability are closely linked. This scenario requires clear information, technical analysis, and a long-term view.
Un nuevo marco para el packaging europeo
El PPWR ya está marcando el rumbo del packaging en Europa. Más que una norma aislada, representa un cambio de enfoque: del envase como elemento accesorio al envase como pieza clave dentro de una estrategia regulatoria, ambiental e industrial.
Para la industria, comprender esta regulación no es solo una cuestión de cumplimiento, sino de adaptación a un nuevo marco en el que diseño, materialidad y sostenibilidad pasan a estar estrechamente vinculados. Un escenario que exige información clara, análisis técnico y una mirada de largo plazo.
