In June 2026, the EU's PPWR implementation deadline of August 12th has compelled the packaging companies to opt for reusable and refillable packaging options. Hence, major packaging companies are increasingly looking to develop refillable and reusable alternatives to single-use packaging.
DS Smith has launched the Reuse Fast Track initiative alongside the French wings of e-commerce manufacturers and suppliers Re-Zip and Raja Group to push for reusable fiber-based packaging in line with the PPWR. Meanwhile, consumer research conducted by Amcor finds that consumers are becoming “more receptive” to refillable personal care formats, driven by affordability and environmental considerations.
“The PPWR provides a good first basis of a regulatory framework with binding reuse targets and requirements that can support the market certainty needed for businesses to invest in reuse infrastructure,” says Larissa Copello, packaging and reuse policy officer at ZWE.
“The PPWR represents a significant opportunity to move Europe away from an approach that has historically prioritized recycling over waste prevention. Reuse and refill systems are recognized as essential tools to reduce packaging waste, lower resource consumption, and move toward a circular economy.”
She also states that in PPWR terms, refill is understood as a specific waste prevention measure that counts towards, and is also necessary for, meeting the prevention targets set out in the regulation. It recognizes packaging designed for multiple uses while maintaining safety and hygiene as reusable. In 2027, it will mandate rotations for common reusable packaging.
Amcor has surveyed 2,749 consumers across six European countries, finding that 86% expect refill products to cost less than products sold in single-use packaging and 69% said they would buy more refills if prices were lower. Environmental sustainability was the main driver, with 81% indicating that they would be more likely to buy personal care refill pouches if they are recyclable, and 74% indicated the same if the refills are produced using recycled plastic.
“PPWR will be a major accelerator, as it pushes brands toward waste reduction, recyclability, and circular systems. However, this regulation mirrors strong and growing consumer demand for refill formats,” says Geoffrey Gendebien, marketing manager for Home and Personal Care at Amcor.
“Amcor’s own research revealed 77% of European consumers view reusable packaging positively, signaling how circular formats are becoming commonplace in personal care routines. At the same time, sustainability is playing a bigger role than ever in purchasing decisions.”
“Therefore, PPWR adds another layer to this pre-existing demand through structural pressure via waste reduction targets, recyclability requirements, post-consumer recycled material minimums, and eco-modulated EPR fees. In practice, that means consumer demand creates pull, while PPWR creates regulatory and economic push, especially in the EU.”
On the other hand, ZWE’s Copello assures that refill solutions need to be well-planned and well-designed for maximum environmental benefits. He states, “The priority should be to eliminate unnecessary single-use packaging and replace it with reusable packaging models.”
“Refill stations for cosmetics with embedded reusable packaging systems, through in-store refill, take-back schemes, deposit systems, professional cleaning, and redistribution networks should be prioritized where possible.”
The EU-funded Reuse Fast Track, implemented by DS Smith and French e-commerce partners, aims to demonstrate that reusable e-commerce packaging provided at scale can help meet sustainability targets, while improving commercial profit and operational efficiency.
“The Reuse Fast Track is Europe’s first large-scale reuse acceleration program based on existing, proven, industrial-scale packaging solutions,” stated a DS Smith spokesperson. It was also stated that the main aim of the initiative is to help brands prepare themselves for the upcoming PPWR reuse requirements with the help of insights provided by us into end-customer desirability, reuse rates, and customer satisfaction.
“Corrugated board packaging can play the same role as plastic, while offering additional advantages. With reuse, regardless of the material, the return rate cannot be fully controlled, as it depends directly on consumer behavior. It is the consumer who decides whether or not to reuse the packaging,” the spokesperson continues.
“Consequently, when implementing a reuse solution, it is more cost-effective to use the material that is cheapest to produce and most recyclable at the end of its life.”
“Economic viability should not be based on the potential number of rotations, but rather on selecting the most efficient material one that minimizes costs in the event of loss or misuse and offers the highest recycling rate at the end of its lifecycle, which is 90% in Europe for fiber-based packaging.”
The partners set out to promote the reuse of 250,000 packages within twelve months by recirculating returned packaging. The project is open to companies across sectors such as cosmetics, fashion, apparel, and FMCG.
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