Table of Contents 

  • A turning point for packaging in Europe  
  • Mandatory recyclability and material constraints  
  • Recycled content targets a new sourcing challenge  
  • The end of excessive and single-use packaging  
  • New labelling rules and digital traceability  
  • Extended producer responsibility EU expands  
  • New responsibilities across the supply chain  
  • Online platforms now part of compliance  
  • What businesses should do now  
  • A strategic shift, not just a regulatory burden 

 

A turning point for packaging in Europe 

The Packaging and Packaging Waste Regulation (PPWR) marks a major change in how packaging is regulated across Europe. It replaces the existing Packaging Directive and introduces one set of EU packaging rules that applies across all EU Member States. 

The scale of the challenge is significant. The EU already generates more than 79 million tonnes of packaging waste annually, highlighting the pressure on regulators and businesses to act. 

With this new framework, packaging is no longer treated as a secondary part of a product. It now meets clear requirements on sustainability, performance, and traceability. As a result, companies are reviewing how packaging is managed across their operations. 

In practice, this affects several key areas: 

 

At the same time, national laws will be updated to support the regulation. In Germany, for example, the planned VerpackDG will align existing systems with the new EU rules while keeping current recycling structures in place. 

The key message is simple: packaging is no longer just a cost or logistics issue. It is now a regulated part of the product, requiring more careful management. 

 

Mandatory recyclability and material constraints 

One of the most important changes is simple in principle but harder to apply in practice: 

All packaging is designed to be recyclable. 

This means companies cannot just choose recyclable materials on paper. Packaging is designed so it can be processed in existing recycling systems. In practice, this includes: 

 

  • Using materials that are widely accepted in recycling streams  
  • Designing packaging so different parts can be easily separated  
  • Avoiding complex combinations of materials that are difficult to recycle  

As a result, multi-layer or mixed-material packaging becomes more difficult to use and often shifts toward redesign or replacement. 

Stricter limits also apply to hazardous substances, including heavy metals and PFAS, particularly in packaging that encounters food. This places greater focus on both recyclability and material safety. 

In practice, the gap between ambition and reality remains significant, with only around 67.5% of packaging waste currently recycled in the EU, and much lower rates for certain materials, according to  Eurostat.

 

Source: Eurostat 

What this means for B2B buyers and suppliers 

These changes will directly affect sourcing decisions and supplier relationships. 

 

  • Suppliers provide clear proof that their materials meet recyclability and safety requirements. 
  • Buyers review and, where necessary, update their supplier lists to ensure compliance. 
  • Packaging that does not meet the new rules may no longer be allowed on the EU market. 

At the same time, demand is likely to grow for: 

 

For many businesses, this means moving toward simpler packaging that is easier to recycle and easier to approve.  

Companies looking to adapt can submit a request for quotation (RFQ) to connect with verified suppliers offering compliant and sustainable packaging solutions. 

 

 

Recycled content targets a new sourcing challenge 

From 2030, plastic packaging will include minimum levels of recycled content, typically ranging from 10 percent to 35 percent, depending on the type. 

This creates immediate pressure on packaging supply chains. 

Plastic remains one of the most challenging materials, with only 42.1% of plastic packaging waste currently recycled in the EU, according to Eurostat. 

Key implications 

 

  • Competition for high-quality recycled materials will increase
  • Prices for recycled plastics may rise
  • Long-term supplier contracts will become more strategic

For procurement teams, this is a shift from: “Finding the cheapest material” to “Securing compliant and traceable material streams” 

 

The end of excessive and single-use packaging 

The regulation introduces strict rules to reduce unnecessary packaging and limit waste. 

Companies focus on ensuring their packaging: 

 

  • Does not include unnecessary volume or empty space
  • Uses less material and is lighter
  • Fits within future EU limits for size and weight

This will affect both product packaging and shipping, especially in sectors where oversized packaging is common. 

At the same time, some types of packaging will be banned. From 2030, certain single-use formats will no longer be allowed, particularly small disposable items used in hospitality, such as condiment or sugar portions. 

Business impact 

Several industries will be directly affected: 

 

  • Foodservice and HORECA:  replace single-use items with reusable or larger formats
  • E-commerce: reduce packaging size and optimise shipping materials
  • Retail: adjust product packaging to meet the new limits

To adapt, companies can take the following steps: 

 

  • Redesign packaging to remove unnecessary material
  • Look into reusable or refillable options
  • Invest in new packaging solutions

For many businesses, the focus will be on using less material while still protecting the product and meeting the new rules. 

 

New labelling rules and digital traceability 

One of the most visible changes for businesses and consumers will be harmonised EU labelling. 

Packaging includes: 

 

  • Material composition (via standard pictograms)
  • Sorting instructions
  • Manufacturer and importer details
  • Identification codes (batch, serial, etc.)

Digital tools such as QR codes will also play a growing role. 

Why this matters 

This is not just about compliance. It creates: 

 

  • Greater transparency across the value chain
  • New data requirements for suppliers
  • Increased traceability expectations

For B2B platforms and marketplaces, this also means handling more structured product data. 

 

Extended producer responsibility EU expands 

The PPWR expands the definition of a “producer.” 

A company can be considered a producer if it: 

 

  • Manufactures packaging
  • Imports packaged goods
  • Places packaging on the market in an EU country for the first time

In some cases, distributors can also be treated as producers. 

Key obligations 

 

  • Registering in national producer registers
  • Reporting the amount and type of packaging placed on the market
  • Contributing financially to waste management systems

Because each EU country may have its own register, companies operating in several markets often register in multiple countries and manage additional compliance requirements. 

 

New responsibilities across the supply chain 

The regulation introduces clear obligations for all economic operators: 

Manufacturers 

 

  • Ensure full compliance before placing packaging on the market
  • Required to perform conformity assessments
  • Responsible for documentation and labelling

Suppliers 

 

  • Provide compliance data and material documentation

Importers 

 

  • Cannot place non-compliant packaging on the EU market

Distributors 

 

  • Verify compliance and registration of upstream partners

Fulfilment service providers 

 

  • Ensure packaging compliance throughout logistics operations
  • May suspend services for non-compliant products

This effectively turns packaging into a regulated product system, like electronics or machinery. 

 

Online platforms now part of compliance 

Online marketplaces are no longer neutral intermediaries. 

They are required to: 

 

  • Collect compliance information from sellers
  • Verify registration and producer responsibility
  • Ensure data completeness before allowing sales

This will directly impact: 

 

  • Cross-border e-commerce
  • Third-party sellers
  • Marketplace onboarding processes

 

What businesses should do now 

With the deadline approaching, companies should already be preparing. 

Priority actions 

  • Audit current procurement packaging portfolios
  • Identify non-compliant materials and formats
  • Review supplier capabilities and certifications
  • Map producer responsibilities across markets
  • Prepare for multi-country registration requirements
  • Invest in packaging redesign and innovation

 

A strategic shift, not just a regulatory burden 

While many companies see the PPWR as complex and demanding, it also creates opportunities. 

Emerging opportunities 

  • Growth in sustainable packaging solutions
  • Increased demand for certified suppliers
  • Innovation in reusable and circular systems
  • Competitive advantage for early adopters

At the same time, discussions continue around possible delays or simplifications. However, businesses should not rely on regulatory changes. 

The safest approach is clear: Prepare for August 2026 as a fixed deadline. 

 

Conclusion 

The EU Packaging Regulation marks a major transformation in how packaging is designed, sourced, and managed across Europe. 

It goes beyond environmental goals. It changes: 

 

  • Supply chains
  • Procurement strategies
  • Product compliance frameworks

For B2B companies, the challenge is not just to comply, but to adapt early and strategically. Those who move first will not only reduce risk but also position themselves at the forefront of Europe’s evolving packaging economy. 

Read more about procurement trends, global sourcing strategies and European supplier networks on Inside Business, the B2B blog from europages. 

 

 

FAQ

What is the EU Packaging Regulation and when does it apply?
The Packaging and Packaging Waste Regulation (PPWR) is a new EU law that replaces the old Packaging Directive. It applies directly in every EU country from 12 August 2026, so there is one deadline across the whole bloc instead of separate national timelines.

Does the PPWR apply to companies based outside the EU?
Yes. Any company that manufactures packaging, imports packaged goods, or places packaging on the EU market for the first time can fall under the rules, regardless of where the company is headquartered.

What does "mandatory recyclability" actually require?
Packaging has to be designed so it can move through existing recycling systems. That means using materials accepted in current recycling streams, making components easy to separate, and avoiding material combinations that are hard to recycle, such as complex multi-layer packaging.

Are there limits on hazardous substances in packaging?
Yes. Stricter limits apply to substances like heavy metals and PFAS, especially in packaging that comes into contact with food.

What are the recycled content targets?
From 2030, plastic packaging has to contain a minimum share of recycled content, generally between 10 and 35 percent depending on the packaging type. This will increase competition for recycled plastics and put pressure on prices.

Which single-use packaging items are being banned?
From 2030, certain small single-use formats are banned, particularly disposable items used in hospitality such as individual condiment or sugar portions.

What do the new labelling rules cover?
Labels have to show material composition through standard pictograms, sorting instructions, manufacturer and importer details, and identification codes such as batch or serial numbers. QR codes and other digital tools are expected to play a bigger part in this too.

Who counts as a "producer" under extended producer responsibility?
The definition is broader than before. A company can count as a producer if it manufactures packaging, imports packaged goods, or places packaging on an EU market for the first time. In some cases, distributors are treated as producers as well.

What obligations does extended producer responsibility bring?
Producers register in national producer registers, report the type and amount of packaging placed on the market, and contribute financially to waste management systems. Because registers are national, companies selling in several EU countries often have to register in each one separately.

Are online marketplaces responsible for compliance too?
Yes. Platforms are no longer treated as neutral intermediaries. They collect compliance information from sellers, verify producer registration, and check that data is complete before allowing products to be listed for sale.

What should businesses do to prepare before August 2026?
Useful first steps include auditing current packaging portfolios for non-compliant materials or formats, reviewing supplier certifications, mapping producer responsibilities across the markets a company sells in, and looking into multi-country registration requirements early.