Unpacking PPWR – The EU Packaging and Packaging Waste Regulation (PPWR): What You Need to Know
The EU’s Packaging and Packaging Waste Regulation (PPWR) came into force on 11 February 2025, with the application date set for August 12, 2026. This isn’t just another directive – it’s a unified, EU-wide framework meant to simplify rules and drive real change.
This will impact all companies operating within the EU market or even companies outside of the EU exporting into Europe.
At Greif, we know that navigating new regulations can feel complex. That’s why we’re committed to working alongside our customers to ensure a smooth transition, helping you with your compliance efforts while also unlocking opportunities for innovation and growth.
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What is PPWR?
PPWR is set to transform how packaging is designed, produced, used, and recycled across the EU. PPWR replaces the older Packaging and Packaging Waste Directive and introduces directly applicable rules across all EU Member States. The regulation aims to:
- Reduce packaging waste by setting ambitious prevention and reuse targets.
- Boost recyclability by requiring all packaging to be recyclable by 2030.
- Increase recycled content in packaging, with specific thresholds depending on material type.
- Harmonize rules across the EU, ensuring consistency and transparency for businesses.
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Who Does PPWR Impact?
Whether you are in chemicals, food, agriculture, or any other industry, if your products are packaged and sold in the EU, PPWR impacts you.
PPWR applies to all companies placing packaging on the EU market. It is important to note that different obligations apply to different companies in the value chain depending on their role. The entities impacted include:
- Suppliers (of packaging), such as Greif, that supply empty packaging and packaging accessories.
- Manufacturers, such as Greif customers, selling their goods in the packaging under their brand.
- Importers and distributors supplying packaged goods into the EU.
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Why Should You Care?
The implications of PPWR go far beyond compliance:
- Business continuity: Non-compliant packaging could be restricted, risking supply chain disruption.
- Cost implications: Extended Producer Responsibility (EPR), for example, fees will increasingly reflect recyclability and sustainability performance.
- Reputation and competitiveness: Customers, regulators, and investors are all looking closely at sustainability. Being ahead on PPWR positions your company as a leader.
- Innovation opportunities: From reusable packaging to circular materials, PPWR can be a catalyst for new business models and product offerings.
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How Greif Can Help?
At Greif, we are committed to supporting our customers as they prepare for the changes ahead. While each business will have unique requirements under the PPWR, our role is to be a trusted partner by:
- Sharing insights on regulatory developments and emerging best practices.
- Exploring packaging solutions designed with recyclability, reuse, and circularity in mind.
- Discussing approaches that may help customers manage compliance responsibilities, such as Extended Producer Responsibility (EPR).
- Collaborating on innovation to identify opportunities for more sustainable packaging aligned with regulatory objectives.
Our goal is not to provide legal or compliance advice, which you should obtain from your usual trusted advisors, but rather to work alongside you as regulations evolve, offering packaging expertise and practical perspectives to help you make informed decisions for your European business. Many elements of the regulations are still unclear and under discussion. We will continue to monitor developments closely and keep our customers updated as new clarifications emerge.
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What’s Next?
This is the first in our new “Unpacking PPWR” blog series. Through this series, we will take a closer look at one key aspect of the regulation – such as recyclability, reuse targets, recycled content, labeling requirements, and more – so you know exactly what’s changing and how it could impact your business.
Stay tuned for the next installment of Unpacking PPWR, and in the meantime, reach out to your Greif account manager or our sustainability team if you’d like to discuss what PPWR means for your packaging.