Emma Liggins
Journalist Packaging Europe
The EU’s incoming Packaging and Packaging Waste Regulation (PPWR) sets legal requirements for Member States and companies operating in their markets to assume responsibility for their packaging. What does that mean in practice?
By 1 January 2030, all packaging must be designed for recycling – that is, proven to be compatible with established collection, sorting and recycling infrastructure.
Recyclability
Member States must ensure that 70% of packaging waste generated by weight is recycled by December 2030. This includes 85% of paper and cardboard, 75% of glass, 60% of aluminium and 55% of plastic. All packaging, including exports, must be recyclable at scale by 2035. (Packaging and Packaging Waste Regulation, Article 7.2)
Recycled content mandates will apply to various plastic packaging formats, including a 30% threshold for single-use beverage bottles and contact-sensitive PET packaging, alongside a 10% minimum for non-PET contact-sensitive packs. (Packaging and Packaging Waste Regulation, Article 7.1)
These targets will increase by January 2040. Contact-sensitive, non-bottle packaging must contain 50% recyclate, while plastic bottles and all other plastic packaging must contain 65%. (Packaging and Packaging Waste Regulation, Article 7.2)
The packaging industry is engaged in widespread conversation as it pursues these mandated goals. Several discussions will take place at this year’s Sustainable Packaging Summit, including a live panel with representatives from the European Commission.
Reuse
Deposit return schemes are mandatory for single-use plastic beverage bottles and metal beverage containers with capacities of up to 3L. By 1 January 2029, these must achieve separate collection rates of at least 90% per year by weight, but will not apply to packaging for wine, spirits or milk. (Packaging and Packaging Waste Regulation, Article 50.1-4)
Reuse targets are also set on a sector-by-sector basis. For example, HORECA companies must allow consumers to purchase ready-made food and takeaway beverages in reusable packaging by 12 February 2028 – then sell at least 10% of takeaway products in reusable containers by 1 January 2030. (Packaging and Packaging Waste Regulation, Article 29, Article 33)
Final distributors with a sales area of 400m2 or more must also dedicate at least 10% of their floor space to food and non-food refill systems by 1 January 2030. (Packaging and Packaging Waste Regulation, Article 28.5)
All packaging, including exports, must be recyclable at scale by 2035
Safety
For human health and environmental safety, market operators will be forbidden from using per- and polyfluorinated alkyl substances (PFAS) above a certain threshold as of 12 August 2026.
Certain packaging formats are also exempt from minimum recycled content targets. These include immediate packaging for human or animal medical products, products for babies or young children, and contact-sensitive medical or in vitro diagnostic devices.
