The European packaging market is entering a new regulatory era. The EU Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, has applied from 12 August 2026, introducing a more harmonized framework for packaging and packaging waste across the European Union.

For brands, importers, distributors, and packaging buyers selling products in the EU, the PPWR makes packaging design and material selection increasingly important. Recyclability, packaging reduction, recycled content, labeling, and certain substances used in packaging are all areas that businesses should pay attention to.

So, what does the PPWR mean for companies sourcing custom packaging? Here are some of the key points packaging buyers should understand.

What Is the EU PPWR?

PPWR stands for Packaging and Packaging Waste Regulation. It replaces the previous Packaging and Packaging Waste Directive and creates a common regulatory framework across EU Member States.

The regulation covers the entire packaging life cycle, from packaging design and material use to recycling, reuse, and waste management.

Its main objectives include:

• Reducing packaging waste
• Improving packaging recyclability
• Increasing the use of recycled materials
• Reducing unnecessary packaging
• Supporting reuse and refill systems
• Creating clearer packaging labeling requirements
• Reducing certain harmful substances in packaging

1. Packaging Recyclability Is Becoming More Important

One of the most important directions of the PPWR is improving packaging recyclability.

Under the regulation, packaging placed on the EU market will need to meet recyclability requirements according to a phased timeline. From 2030, packaging will be required to be recyclable according to the applicable PPWR criteria.

For packaging buyers, this means recyclability should increasingly be considered during the initial packaging design process rather than after the packaging has already been developed.

2. Mono-Material Packaging May Become More Relevant

Flexible packaging often uses multiple layers to provide properties such as oxygen barriers, moisture barriers, puncture resistance, and sealing performance.

However, packaging made from combinations of different material families can present recycling challenges.

This is one reason why mono-material flexible packaging, including PE- and PP-based structures, is receiving increasing attention.

Depending on the product and required barrier performance, brands may consider recyclable packaging structures designed around a single primary material family.

However, mono-material packaging is not automatically suitable for every application. Product protection, shelf life, filling temperature, storage conditions, sealing performance, and local recycling infrastructure should all be considered.

3. Plastic Packaging Will Face Recycled Content Requirements

The PPWR also introduces minimum recycled content requirements for certain types of plastic packaging, with targets beginning from 2030 and increasing in later years.

This makes recycled plastic content an increasingly important consideration for companies developing packaging for the European market.

The exact requirements can vary depending on the packaging type and application, so brands should evaluate the relevant regulatory requirements before selecting a material structure.

4. Excessive Packaging Is Under Pressure

The PPWR is not only about recycling. Another important objective is reducing the amount of packaging placed on the market.

This encourages brands to reconsider unnecessary layers, excessive packaging volume, and unused space.

For packaging buyers, the goal should be to find a balance between using less material and maintaining sufficient product protection.

Flexible packaging can be useful for certain applications because pouches and films can offer relatively low packaging weight and efficient transportation compared with some rigid packaging formats.

5. Reuse and Refill Packaging Will Continue to Develop

Reuse and refill are also important parts of the EU’s broader transition toward a circular packaging economy.

For some product categories, brands are already combining durable primary containers with lightweight refill packaging.

Common applications for refill pouches include:

• Shampoo and conditioner
• Body wash
• Liquid soap
• Laundry detergent
• Household cleaning products
• Personal care products

Stand-up pouches and spout pouches can provide convenient refill formats while reducing the amount of rigid packaging required for certain products.

6. Food Packaging Buyers Should Pay Attention to PFAS Restrictions

The PPWR also introduces restrictions on certain per- and polyfluoroalkyl substances (PFAS) in food-contact packaging.

From 12 August 2026, food-contact packaging containing PFAS at or above specified regulatory limits cannot be placed on the EU market.

This is particularly relevant to businesses sourcing packaging for food applications. Buyers should communicate food-contact requirements clearly with packaging suppliers and verify the applicable material and regulatory documentation for their target market.

7. Packaging Labeling Will Become More Harmonized

The EU is also moving toward more harmonized packaging labeling to help consumers understand packaging materials and how packaging should be sorted.

For international brands, this means packaging artwork should not be considered separately from regulatory planning.

When developing custom printed packaging, brands should leave sufficient space for required product information, recycling information, symbols, and other labeling elements applicable to their product and market.

What Should Packaging Buyers Do Now?

Companies selling products in the EU should begin considering PPWR requirements when developing new packaging rather than waiting until future deadlines approach.

When discussing a new packaging project with your supplier, consider the following questions:

• What market will the finished product be sold in?
• What packaging material is currently being used?
• Does the product require a high oxygen or moisture barrier?
• Could a recyclable mono-material structure be suitable?
• Are recycled materials appropriate for the application?
• Can the packaging weight or unnecessary material be reduced?
• Are there specific food-contact requirements?
• What labeling information needs to appear on the package?

Answering these questions early can make it easier to develop packaging that balances performance, cost, branding, and regulatory considerations.

How UNALILIA Supports Custom Packaging Projects

UNALILIA provides custom packaging and printing solutions for food, personal care, household cleaning, supplements, pet products, and other applications.

Depending on your product requirements, we can discuss packaging options including:

• Stand-up pouches
• Spout pouches
• Flat bottom bags
• Side gusset bags
• Roll stock film
• Custom printed labels and stickers
• Different flexible packaging material structures
• Custom printing and surface finishes

If recyclability or material reduction is an important goal for your project, let us know your target market, product type, required shelf life, filling conditions, and other packaging requirements so that suitable options can be discussed.

Planning Packaging for the European Market?

The PPWR is changing how brands think about packaging in Europe. Recyclability, recycled content, packaging reduction, labeling, and material selection will become increasingly important considerations when developing new packaging.

If you are planning a new packaging project, contact UNALILIA with your product details, packaging type, dimensions, material requirements, printing design, target market, and estimated order quantity.

Contact us today to discuss your custom packaging project and request a quote.

Frequently Asked Questions About EU PPWR

When does the EU PPWR apply?

Regulation (EU) 2025/40 entered into force on 11 February 2025 and applies from 12 August 2026. Some specific requirements have later implementation dates.

Does all packaging need to be recyclable under PPWR?

The PPWR establishes recyclability requirements for packaging, with important requirements applying from 2030. Businesses should review the specific rules and timelines relevant to their packaging category.

Does PPWR require recycled content in plastic packaging?

The regulation introduces minimum recycled content requirements for certain plastic packaging categories, with targets beginning from 2030 and increasing over time. Requirements vary by packaging type and application.

Is mono-material packaging required by PPWR?

No. The PPWR does not simply require all packaging to use a mono-material structure. Mono-material designs may help improve recyclability for some flexible packaging applications, but the appropriate structure depends on the product, performance requirements, and applicable recycling system.

How should I prepare my packaging for the EU market?

Start by reviewing your packaging material, weight, recyclability, recycled content, labeling, product protection requirements, and applicable regulations. For regulatory compliance, businesses should consult the official PPWR text and qualified regulatory professionals where necessary.