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How should companies prepare for the PPWR?

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The new packaging regulation is coming – what now?

The problem: Time is running out, yet many companies are unprepared

The new EU packaging regulation PPWR (Packaging and Packaging Waste Regulation) has been adopted – and it will fundamentally change the packaging market. Companies that place packaged products on the EU market must prepare for extensive new obligations.
Many companies are aware that something is coming – but not what exactly needs to be done. This uncertainty can quickly lead to delays, avoidable costs, and legal risks.

The urgency: Without proactive preparation, real problems arise

  • Availability of recyclable packaging is not guaranteed – those who act too late may be forced to accept compromises or higher prices.
  • Documentation obligations will be significantly expanded – companies that do not analyze and assess their packaging in time risk fines.
  • Competitive disadvantages due to lack of transparency – customers and trading partners expect reliable statements on recyclability and recycled content.
  • Communication gaps between manufacturers, procurement, and legal departments lead to delays in implementation.

The solution: Take a structured, fact-based approach now

  1. Understand PPWR requirements:
    Obtain an overview of the key requirements (recycled content quotas, design-for-recycling, reuse obligations, labeling requirements).
  2. Involve packaging manufacturers:
    Ask targeted questions:
  • Is the material recyclable according to future definitions?
  • What is the share of recycled content?
  • Which certificates and evidence are available?
  • Does the design meet reuse requirements?

 

  1. Analyze the packaging portfolio:
    Systematically review your primary, secondary, and transport packaging. Which already meet the requirements today, and which need to be replaced?
  2. Clarify internal roles:
    Procurement, product development, CSR, legal – all must be involved. PPWR is not the responsibility of a single department, but a company-wide change process.
  3. Identify quick wins:
    Where can packaging be converted or reduced in the short term? Which measures deliver fast results with minimal effort?

Conclusion: A structured approach creates clear advantages

The PPWR is complex – but manageable. The key lies in early transparency, close cooperation with suppliers, and a clear implementation roadmap. Companies that start now secure supply continuity, credibility, and legal certainty – before pressure increases.