Packaging and PPWR: A practical guide to compliance
PPWR 2026
What really changes for packaging
The new European regulation on packaging, known as the PPWR (Packaging and Packaging Waste Regulation), will formally apply from 12 August 2026 and marks a major shift for all companies operating in the packaging industry, including the food packaging sector.
This is not a minor regulatory update, but a structural revision of the rules governing the design, production and management of packaging. When addressed in good time, these changes can also help companies strengthen their environmental reputation and meet the expectations of a market increasingly focused on sustainability.
The objective is clear: to reduce waste, increase recyclability and improve the overall efficiency of packaging throughout the entire supply chain.
According to the European Commission, more than 40% of the plastic and 50% of the paper used in Europe* is intended for packaging, making it one of the main drivers of environmental impact.
For companies, this means one thing: packaging is becoming a regulatory component that must be designed with greater precision. Unlike previous legislation, the PPWR directly affects the design stage, at the very beginning of the packaging development process, with the aim of minimising environmental impact from the outset.
Operational Implications
What Needs to Change Immediately
The PPWR introduces a series of requirements that directly affect packaging. As a result, packaging manufacturers, retailers and distributors will need to thoroughly rethink their packaging solutions, following a progressive roadmap from 12 August 2026 through to January 2030.
The main requirements include:
- increased packaging recyclability;
- greater use of recycled raw materials;
- reduced waste and overpackaging;
- stricter requirements concerning labelling, composition and traceability;
- extended producer responsibility for collection, transport and recycling;
- a stronger focus on reusable or optimised packaging solutions.
One of the regulation’s key principles is “design for recycling”: packaging must be designed from the outset so that it can be easily recycled within existing waste-management systems.
This requires careful decisions regarding the materials used, material combinations, treatments and the overall structure of the packaging. The regulation also introduces progressive sustainability and recovery targets that companies will be required to meet over the coming years.
Failure to comply in time may expose businesses to significant risks, including:
- regulatory non-compliance;
- difficulties accessing certain markets;
- loss of competitiveness.
The question is therefore not whether companies should adapt, but how they can do so effectively while ensuring that the transition remains economically sustainable.
How to Comply
From Regulatory Obligation to Competitive Advantage
Treating the PPWR solely as a regulatory constraint is a strategic mistake. Forward-thinking companies are already using this transition as an opportunity to rethink their packaging, improve efficiency and sustainability, and strengthen their brand positioning.
Taking action today not only helps ensure compliance, but also demonstrates the ability to anticipate market developments and avoid urgent corrective measures at a later stage. Acting early also makes it possible to develop more efficient solutions over the long term.
In the food sector, this translates into practical choices. These may include reducing unnecessary materials, optimising packaging structures, introducing more easily recyclable paperboard solutions and improving the information provided to consumers, who are becoming increasingly aware of and sensitive to environmental issues.
The European Parliament’s objective is to make all packaging recyclable by 2030, with interim targets already being introduced over the coming years. This means that the time available to take action is not unlimited.
What to Do as Soon as Possible
- Audit the packaging currently used for your products, involving suppliers and verifying the materials employed.
- Once the relevant packaging has been identified, plan the necessary compliance measures.
- Where required, seek advice from experts and authorised organisations, such as CONAI for the italian market.
In this context, choosing the right partner is crucial. It is not simply a matter of understanding the regulation, but of translating it into practical, feasible and economically sustainable solutions for the business.
Because the real objective is not merely to comply with the rules.
It is to design packaging that works, both today and in the future.
