The EU Packaging and Packaging Waste Regulation (PPWR) is set to reshape how organisations across Europe design, use and manage packaging. As the EU seeks to reduce packaging waste and accelerate the transition to a circular economy, businesses placing packaged products on the EU market face new regulatory expectations. In 2022, the EU generated 186.5 kg of packaging waste per person, highlighting the scale of the challenge the regulation aims to address. In this article, we explain what the EU Packaging and Packaging Waste Regulation (PPWR) is, who it affects, and what manufacturing businesses need to understand as they prepare for the changes ahead.
What is the PPWR?
The Packaging and Packaging Waste Regulation (PPWR) is a European Union regulation designed to reduce packaging waste, improve recycling rates, and support the transition to a circular economy.
Unlike previous packaging legislation, the PPWR creates harmonised rules across all EU Member States and establishes new requirements intended to reduce waste and improve how packaging is managed across the EU. The regulation forms part of the EU Green Deal and Circular Economy Action Plan, which helps reduce the environmental impact of packaging and encourages more efficient use of resources.
Who does the PPWR affect?
The PPWR affects organisations throughout the packaging value chain. This includes manufacturers, retailers, importers, distributors and packaging producers. Any organisation placing packaged products on the EU market may need to comply with the new requirements.
Why is the PPWR important?
Packaging waste remains one of the EU’s most significant environmental challenges. The PPWR aims to create a more consistent approach to packaging across Member States while encouraging the use of sustainable packaging solutions and improving resource efficiency. For businesses, the regulation represents another step towards a more circular economy, where materials remain in use for longer and waste is reduced wherever possible.
Develop the skills to reduce packaging impacts and create value
How could the PPWR affect manufacturing businesses?
While the regulation focuses on packaging, its implications extend beyond packaging teams. Manufacturers may need to review packaging strategies, procurement practices, supplier relationships, and internal processes to ensure they are prepared for evolving packaging requirements.
Packaging design requirements
The PPWR places greater emphasis on designing packaging that can be effectively reused or recycled. Manufacturers may need to review existing packaging materials and formats to ensure they align with future requirements. For many organisations, this could mean working more closely with suppliers and considering sustainable packaging principles earlier in the product development process.
Increased use of recycled materials
The PPWR introduces recycled content requirements for certain types of plastic packaging. As demand for recycled materials grows, manufacturers may need to secure reliable supply sources and consider how material choices affect compliance, availability, and long-term costs.
Supply chain transparency
Understanding what materials are used throughout the packaging supply chain will become increasingly important. Manufacturers may require greater visibility into sourcing practices and supplier data to demonstrate compliance with packaging regulations and respond to growing customer expectations.
Data and compliance management
Meeting PPWR requirements will depend on having accurate information about packaging materials, packaging volumes, and product specifications. As a result, many businesses may need stronger systems and processes to collect, manage, and report packaging-related data.
Opportunities for efficiency and innovation
Although the PPWR introduces new obligations, it may also create opportunities to improve operational performance. Organisations that take a proactive approach may identify ways to reduce material usage, minimise waste, improve resource efficiency, and lower packaging-related costs. Over time, these improvements can contribute to stronger business performance while supporting compliance objectives.
Building sustainability capability
As packaging regulations become more complex, sustainability can no longer sit with one team alone. Manufacturers increasingly need employees across operations, procurement, product development, and leadership functions who understand how sustainability requirements influence day-to-day business decisions. Developing this knowledge internally can help organisations respond more effectively to regulatory change while reducing reliance on external support.
Looking ahead
While PPWR focuses on packaging, it also reflects a broader shift in how businesses are expected to manage resources, strengthen supply chains, and demonstrate responsible business practices. For manufacturing businesses, the challenge is not simply understanding new packaging regulations but ensuring the organisation has the knowledge and capability to respond effectively.
Businesses that begin preparing today may be better positioned to adapt to future regulatory requirements, improve operational efficiency, strengthen resilience, and maintain competitiveness in an evolving market. Building this capability starts with developing the right skills across the organisation.
At ISS, we support manufacturing businesses through practical sustainability training designed to help teams understand emerging regulations and apply sustainability principles in everyday decision-making. As sustainability becomes an increasingly important business capability, investing in workforce knowledge can help organisations turn compliance requirements into opportunities for long-term business value.
Learn more about our corporate sustainability training programmes and discover how building internal capability can support future business resilience.
Olivia Denton is an intern at the Institute of Sustainability Studies, where she supports research and content development across a range of sustainability topics. She is currently studying Economics and Business at Southern Methodist University (SMU) in Texas and is passionate about sustainability and its role in shaping the future of organisations.
