Too much air in the package: what the new EU packaging rules will change

A new European Union regulation aimed at curbing excessive packaging has officially come into effect, marking a significant shift in how packaging materials are produced, used, and disposed of across member states. The Packaging and Packaging Waste Regulation (PPWR), which replaced the existing EU directive dating back to 1994, imposes stricter requirements on manufacturers, importers, and distributors to ensure their products meet higher environmental standards. The regulation mandates that all packaging must be recyclable, reusable, or compostable, with specific targets for reducing waste and increasing recycling rates. It also introduces strict limits on harmful substances such as perfluoroalkyl and polyfluoroalkyl substances (PFAS), commonly known as “forever chemicals,” particularly in food packaging. These changes take effect immediately, though some provisions will be implemented gradually over the coming years. The regulation replaces the previous EU directive, which had been updated multiple times since its adoption in 1994. Its primary goal was to harmonize the packaging industry across Europe while promoting environmental protection. Over time, the directive led to increased recycling quotas and measures to reduce plastic bag usage. Now, the PPWR aims to further these objectives by placing greater responsibility on producers to design packaging that minimizes waste and supports circular economy principles. This includes requiring companies to ensure that packaging can be recycled effectively, with certain materials needing to contain up to 35 percent recycled content by 2030. Additionally, the regulation sets national targets for reducing per capita packaging waste, aiming for a five percent reduction by 2030 and 15 percent by 2040. Under the PPWR, companies face new obligations regarding material composition, labeling, documentation, and compliance along the entire supply chain. For instance, food packaging must adhere to stricter chemical restrictions, including PFAS limits, and all packaging must be clearly labeled to indicate its material type and proper disposal method. This should help consumers sort waste more easily and increase overall recycling rates. In the takeaway sector, businesses will be required to allow customers to bring their own containers starting in February 2027, without additional charges. Furthermore, tea and coffee pods are now classified as packaging, and providers must participate in collection and recycling systems by October of this year. The regulation also addresses the issue of excessive packaging, such as oversized boxes often used in e-commerce deliveries. According to a survey conducted by PwC, nine out of ten Austrians find unnecessary large packaging frustrating, and 84 percent demand sustainable packaging as a mandatory standard. While logistics companies have historically favored larger, standardized boxes due to efficiency in automated processes, the PPWR seeks to reduce this practice by encouraging more material-efficient designs. The use of air cushions to protect goods during transport, which contributes significantly to wasted space, is likely to decline under the new rules. Industry stakeholders, however, have expressed concerns about the regulatory burden and associated costs. Companies like Propak, a manufacturer of paper and cardboard packaging, have criticized the complexity and timing of the regulations. The Austrian association for waste recycling, Altstoffrecycling Austria (ARA), highlighted challenges related to importing recycled materials from Asia, which are currently cheaper than locally produced alternatives. Small businesses, in particular, may struggle with the increased administrative workload, as larger corporations typically have more resources to manage compliance efforts. Despite these challenges, the PPWR represents a major step toward reducing packaging waste and promoting sustainability within the EU. The regulation’s implementation will require close collaboration between governments, industry players, and consumers to achieve its ambitious goals. With deadlines approaching, companies are being urged to prepare for the transition, ensuring their packaging meets the new standards well before the final enforcement dates.