Recyclability by 2030: What the PPWR Means for the Packaging Industry

On 22 January 2025, the EU published the much-anticipated Packaging and Packaging Waste Regulation (PPWR) in the Official Journal. This landmark regulation will shape how businesses across Europe design, use, and manage packaging for decades to come. With nearly every product relying on packaging at some stage, the PPWR touches virtually every sector of the EU economy.

To help businesses make sense of the new requirements, EUROPEN has launched an interactive guidebook—a practical tool designed to simplify the complex regulation and support companies in preparing for compliance. Below, we highlight the most impactful requirements, tools available, and what businesses need to know moving forward.

Key Takeaways from the PPWR

1. Ambitious yet Practical Framework
The PPWR sets out ambitious environmental goals aimed at achieving full packaging circularity. At the same time, it strives to balance these ambitions with practical realities for businesses, recognizing that implementation will require time, innovation, and cooperation across the value chain.

2. Focus on Recyclability by Design
Perhaps the cornerstone of the PPWR is recyclability. From 2030, all packaging must be designed for recycling, with criteria applying to all formats—including reusable ones—by 2035. This places significant responsibility on manufacturers to integrate design for recycling (DfR) principles while requiring waste operators and Member States to improve collection and recycling systems.

3. Shared Responsibility Across the Value Chain
The Regulation makes it clear that recyclability cannot be achieved by producers alone. It requires collaboration between manufacturers, importers, PROs (Producer Responsibility Organisations), and governments to ensure packaging designed for recyclability is actually collected and processed effectively.

4. The EUROPEN Guidebook
To support businesses, EUROPEN’s PPWR Guidebook offers a step-by-step questionnaire that identifies which obligations and exemptions apply to each company. By tailoring results into a personalised report, it allows stakeholders to map out timelines, certifications, and compliance pathways in a user-friendly way.

5. Clarity on Legal Overlaps
The guidebook also explains how the PPWR interacts with other EU policies, such as the Single-Use Plastics Directive and the Ecodesign for Sustainable Products Regulation. This helps businesses anticipate synergies and avoid conflicts across different legislative requirements.

Why This Matters

The PPWR is not just another piece of legislation—it’s a transformational shift that will influence product design, supply chains, and waste management practices across Europe. Businesses that act early to align with these requirements will gain a competitive edge, while those that lag risk facing compliance challenges.

At MBA Green, we ensure that all of our packaging solutions are fully aligned with EU regulations, including the latest requirements from the PPWR. Our clients can count on us as a reliable partner, providing sustainable packaging that meets compliance standards—so they can stay focused on running their core business.