PPWR: volop kansen voor verpakkingsbedrijven

This is the PPWR in brief 

The PPWR sets stricter requirements for the sustainability of packaging. Think reusability, recyclability and limiting unnecessary packaging. So this affects not only producers of packaging, but also companies supplying or packaging goods. 

The PPWR is the successor to the PPWD. The latter was a directive: each European member state incorporated it into legislation in its own way. The PPWD is a law: fixed agreements that each member state has to comply with. The European Commission thus wants to create a level playing field.  

For these companies, the PPWR is relevant 

• produce or design packaging; 

• Designing, packaging and marketing products;  

• retailer and wholesaler are;  

• active as a logistics service provider or fulfilment company;  

• be innovative and circular.  

This is why the PPWR is relevant to your business 

• Customers and supply chain partners are asking more and more questions about and demanding more packaging. Your competition is not sitting still either, so make sure you act in time.  

• The legislation becomes enforceable, which means fines and reputational damage lurk. 

• The PPWR offers you opportunities to reduce your material costs.  

• But above all: smart adjustments also bring benefits. Think cost savings through less packaging material, better connection to tenders or access to new markets. 

These are the 5 biggest opportunities of the PPWR 

1. Save costs 

• Lower material use = lower procurement and transport costs 

• Slimmer design reduces return flows and damage  

2. Improve your customer experience and brand perception 

• Your customers appreciate sustainable packaging  

• You show market leadership and reinforce your brand value 

3. Get more access to big clients and tenders 

• Big companies are increasingly demanding PPWR compliance in their supply chain 

• Sustainable packaging becomes a selection criterion in tenders 

4. You are prepared for future legislation 

• By investing in adaptation now, you will soon be compliant 

• Avoid fines, last-minute stress and reputational damage 

5. Transparency gives marketing advantages 

• The Green Claims Directive requires substantiation: your PPWR approach provides that 

• Use storytelling to show how your packaging adds value 

These are the main commitments 

1. Mandatory recycling: all packaging must be fully recyclable by 2030. This means designing packaging so that you can recycle it efficiently, without losing material value. 

2. Minimum contents of recycled material: certain types of packaging, such as PET food packaging, will be subject to a mandatory minimum percentage of 30 per cent recycled material from 2030.  

3. Restrictions on certain plastic packaging: the PPWR prohibits the use of certain types of plastic packaging, such as disposable fruit and vegetable packaging, to reduce unnecessary waste.  

4. Labelling and symbols: From 2028, pictograms should indicate the material composition of packaging to help consumers better sort their waste. A QR code to a digital product passport can serve as an additional source of information.  

5. Limiting excessive packaging: packaging should contain no more than 50 per cent empty space from 2030 and should be designed to minimise weight and volume without loss of functionality.  

6. Expansion of deposit systems (DRS): Member States are encouraged to introduce or expand deposit systems for specific packaging to promote recycling and reduce litter.  

7. Improved recycling targets: the PPWR sets ambitious targets for reducing packaging waste, including a 15 per cent reduction per person per member state by 2040, compared to 2018 levels.  

These measures are designed to reduce the environmental impact of packaging and accelerate the transition to a circular economy. So prepare for these new regulations in good time to ensure compliance and contribute to more sustainable packaging solutions.  

PPWR Frequently Asked Questions