What is the PPWR?
The PPWR (Packaging and Packaging Waste Regulation) is an European regulation aimed at reducing the impact of packaging on the environment by making all packaging recyclable by 2030, while gradually introducing reuse targets tout en imposant des objectifs de réutilisation progressifs. It replaces Directive 94/62/CE and sets harmonized rules across the European Union, in order to reduce discrepancies between countries and provide a clear framework for businesses. Its dual ambition : Reduce packaging waste while ensuring the smooth functioning of the internal market.
Regulations in a nutshell
The PPWR marks a turning point for all packaging stakeholders in Europe. Starting in 2030, it requires all packaging to be recyclable, limits unnecessary formats, bans certain harmful substances, and sets packaging waste reduction targets through 2040. It also introduces reuse quotas in several sectors (foodservice, beverages, e-commerce, etc.), extended producer responsibility (EPR), and harmonized labeling to facilitate sorting.
In this new framework, reuse becomes a regulatory requirement, not just an alternative. For companies, this means adapting their packaging and logistics now—failing to do so may result in certain products no longer being marketable. For those that choose to anticipate, innovate, and stand out, it’s also a transformation opportunity. .
Actors like Loopipak are already providing concrete solutions, offering tailor-made, reusable packaging that is traceable, repairable, and available for rental—perfectly aligned with the PPWR’s requirements. To understand the new rules, upcoming obligations, and how to turn this constraint into a competitive advantage, keep reading.
A unified and binding framework for all packaging
The regulation applies to all types of packaging—whether intended for industry, retail, e-commerce, or households—regardless of the material used (Article 2). It mandates a circular approach: at each stage of the life cycle, packaging must meet strict environmental requirements (Articles 1, 3, and 4). By standardizing the rules, the text facilitates compliance for companies operating in multiple Member States.
Stricter technical requirements
All packaging placed on the market must meet high performance criteria. Some components will be banned, especially toxic substances such as heavy metals or PFAS (Article 5). From 2030, recyclability will be mandatory, with classifications ranging from A to C (Articles 6 and 7). Only packaging rated A or B will be allowed as of 2038.
Infographic: Circpack by Veolia
Minimum recycled content thresholds will apply to plastics, with increasing levels until 2040. Compostable packaging will only be permitted in specific cases (tea bags, fruit stickers, etc.); all other packaging must be recyclable (Article 9). The regulation also requires the reduction of packaging weight and volume to the strict minimum (Article 10), banning unnecessary overpackaging such as double walls or false bottoms.
Infographic: Circpack by Veolia
So-called reusable packaging must meet specific criteria: durability over multiple uses, traceability, and compatibility with return or cleaning systems (Article 11). Harmonized labeling based on pictograms—and potentially QR codes—must clearly inform consumers (Article 12).
Reuse and refill as key levers
The regulation positions reuse as a strategic pillar of the transition. Quantified reuse targets will be progressively implemented starting in 2030 across various sectors: takeaway food, beverages, B2B transport, e-commerce, appliances (Articles 22 to 25). Reuse systems must be reliable, traceable, hygienic, and supported by appropriate mechanisms (deposit, return, cleaning).
Infographic: Circpack by Veolia
At the same time, the PPWR acknowledges the concept of refill, which allows consumers to reuse a container—personal or provided—at a point of sale or dedicated station (Article 25). These mechanisms are seen as effective alternatives to single-use, allowing for substantial waste reduction.
Reduction and recycling targets
Waste prevention is one of the key priorities. Three reduction targets are set: a 5% reduction in packaging waste by 2030, 10% by 2035, and 15% by 2040 compared to 2018 levels (Article 41). To achieve this, companies will need to combine several levers: reuse, refill, elimination of unnecessary packaging, and format optimization.
At the same time, material-specific recycling targets (plastic, glass, metal, paper, wood) remain in place and will be monitored annually. Certain streams—such as plastic bottles and cans—will be subject to mandatory deposit systems to ensure high collection rates and quality recycled material (Articles 52 and 53).
What obligations for businesses?
Extended Producer Responsibility (EPR)
The PPWR requires companies to take responsibility for the end-of-life of their packaging. This includes collection, sorting, treatment, consumer information, and labeling (Articles 44 to 47). The cost of this responsibility will be modulated based on the packaging’s environmental performance: the more recyclable, reusable, and recycled-content a package is, the less it will cost the company. Every producer must be registered in a harmonized national registry (Article 45), helping to combat circumvention practices, particularly on online platforms.
Compliance and market access
All packaging placed on the market must be documented and backed by evidence of compliance: recyclability, minimization, recycled content, absence of banned substances, correct labeling (Articles 5 to 12). This documentation must be made available to authorities (Article 38), accompanied by an EU declaration of conformity (Article 39). In case of non-compliance, authorities may withdraw products from the market or block non-compliant imports (Article 60, Articles 174 to 176).
Implementation timeline
PPWR obligations will be phased in: 2030 for mandatory recyclability and initial reuse targets; 2035 to 2040 for stricter recycled content thresholds and top performance levels. Adapted deadlines are foreseen for specific packaging and small businesses (Article 96). A global review will take place seven years after entry into force (Article 184) to adjust provisions if necessary.
A turning point for businesses and the environment
This regulation turns environmental expectations into mandatory standards. For companies, this means a complete overhaul of their packaging: lighter, more recyclable, better designed, and suited to reuse or refill. Labeling becomes a standardized obligation. EPR becomes a structuring economic lever, encouraging eco-design.
These obligations require significant logistical and industrial investment, but they also offer real opportunities for differentiation. By innovating now, companies can anticipate regulation, improve environmental performance, optimize EPR costs, and strengthen brand image. In the packaging sector, this means upskilling, implementing deposit systems, and increasing traceability.
For the environment, the PPWR represents major progress: it reduces single-use packaging, conserves resources, limits CO₂ emissions, and fosters a coherent and transparent circular economy.
It’s in this context that companies like Loopipak play a crucial role. They don’t just follow the shift—they embody it. Loopipak offers a complete solution aligned with the PPWR, combining environmental sustainability, social impact, and operational flexibility. Its reusable packaging is custom-designed from advertising waste, produced in social enterprises, traceable, repairable, and available for purchase or monthly rental. By also including maintenance, collection, life cycle analysis, and consulting, Loopipak doesn’t just sell packaging—it delivers a turnkey system to help companies meet their compliance and performance goals.
For companies, acting today to adapt packaging and logistics gives them room to maneuver before the 2030, 2035, or 2040 deadlines. It helps avoid rising EPR costs, non-compliance risks, or import blocks. But beyond the obligation, it’s also a chance to stand out through innovation, attract impact-conscious customers, reduce dependence on virgin materials, and adopt a circular model that adds value.
Loopipak’s vision is to support companies in this anticipation, making the transition accessible, concrete, and measurable. By offering solutions tailored to every use, Loopipak turns regulatory complexity into operational opportunity. In a world of growing environmental pressure, making reuse a core strategy is no longer a marketing choice—it’s a condition for resilience and competitiveness.
The time to act is now. Anticipating the PPWR means not being caught off guard. It means staying ahead of legal requirements, optimizing your operations, simplifying processes, and gaining a competitive edge. With partners like Loopipak, companies can act immediately and make reuse a built-in standard in their overall performance.
PPWR: What Businesses Need to Know About the New European Packaging Regulation