In August 2026, the widely discussed and hotly debated EU Packaging and Packaging Waste Regulation (PPWR) came into effect on August 12, marking a major milestone for the packaging industry in Europe and beyond. The regulations have also started to reshape the packaging industry, along with other factors such as material innovation and compliance discussions across the industry. The PPWR rules apply to all packaging placed on the EU market. It also applies to packaging and packaging waste of any material, setting requirements for manufacturing, composition, reuse, and recovery.
The reactions of the organizations and companies across the value chain regarding the new rules and requirements are mixed. While a few do not find any disturbance in the routine, a few companies are unable to cope with the new amendments.
The full and final document of the EU PPWR became publicly available on January 22, 2025. The detailed study of the new regulation, including circularity requirements and rules on materials and labeling, reflects that the regulation seeks to facilitate the efficiency of the internal market by harmonizing national measures on packaging and packaging waste while preventing its adverse effects on the environment.
Felix Gass, founder and director of PSL, states that one of the biggest misconceptions around PPWR is the belief that August 12 marks the beginning of the journey. He said packaging must be compliant and defensible on day one.
Innova Market Insights announced its Top Packaging Trends 2026, with “Substantiated Sustainability” taking the top spot. The “Substantiated Sustainability” trend is driven by stricter regulation, notably the EU PPWR and the proposed Green Claims Directive. These rules require packaging to meet mandatory recyclability and recycled content standards and ensure that environmental claims are backed by verifiable evidence.
Mondi collaborated with trading partner Europcell, Ecuadorian banana exporter Incarpalm, and a European importer for manufacturing a lightweight banana box that is said to be strong as well as sustainable. The new packaging rules emphasize the ban on single-use plastics for pre-packed fruits and vegetables weighing less than 1.5kg in 2026, and demand for fiber-based alternatives is expected to rise as well.
CCL Label launched a range of PP lids, in-mould labels, stretch sleeves, and monomaterial pouches to help dairy companies comply with the EU PPWR. The portfolio of the brand includes the Ecofloat White low-density, floatable sleeve material designed to improve separation during PET recycling.
The EC published a guidance document to support the implementation of the PPWR and to simplify compliance for economic actors and member states. The industry stakeholders at EUROPEN noted that the guidance does not sufficiently address recycling rules and PFAS compliance for investment decisions.
Monomaterial flexible packaging was the highlight of Interpack 2026. Suppliers showed single-polymer structures ideal for replacing multi-layer laminates in the industry’s most technically demanding applications, driven by the PPWR. The driver is the PPWR, which requires all packaging on the European market to be recyclable at scale by 2030.
Even after the complex procedures of PPWR, the new rules allow companies to do their bit for the circular economy, under the condition that transparency and traceability are prioritized, stated Arnaud Brunet, executive director for Food Products, Marketing, and Sustainability EMEA, at Sealed Air.
The Publications Office of the EU published a study co-authored by the German Nova-Institute stating that bio-based plastic packaging can easily support the climate-neutrality goals of the PPWR. In response, advocacy groups ECOS, Rethink Plastic Alliance, Fern, and the Environmental Paper Network addressed a letter to the EC calling for alignment between the EU’s bio-based plastics policy and its circular economy objectives.
Major personal and cosmetic brands rushed towards refillable packaging to adapt to the rules of the PPWR. DS Smith launched the Reuse Fast Track initiative alongside Re-Zip and Raja Group to push for reusable and fiber-based e-commerce packaging. Meanwhile, consumer research conducted by Amcor found that consumers are becoming “more receptive” to refillable personal care formats.
02 September 2026
02 September 2026
02 September 2026
02 September 2026