Which companies are affected by the PPWR?

Why the new EU Packaging Regulation (PPWR) leaves virtually no one untouched

The EU packaging regulation – a game changer for almost all industries

The revised EU regulation on packaging and packaging waste – known as the PPWR – is far more than a formal legal update. It marks a paradigm shift in European packaging law. Many companies still underestimate the scope and impact of these new requirements – a mistake that can result in significant costs.
The PPWR does not only affect packaging manufacturers, but every company that places packaged products on the EU market – regardless of whether they operate in food, cosmetics, electronics, textiles, or e-commerce.

Who is specifically affected?

• Manufacturing companies that sell goods in packaging
• Importers that bring packaged products into the EU
• Retailers and online shops selling goods under their own brands or third-party brands
• Private-label providers, as they are considered “economic operators placing products on the market”
• E-commerce platforms that distribute products from third-party sellers

In short: Almost every company that deals with packaging in any way must address the PPWR – whether as a user, a party placing packaging on the market, or even as a take-back or reuse system participant.

Inaction is a risk

Companies that fail to act now risk fines, supply chain disruptions, and reputational damage. The new requirements cover a wide range of obligations – from design-for-recycling and mandatory recycled content quotas to binding reuse systems. Especially for small and medium-sized enterprises, transition periods and adaptation costs can become critical if addressed too late.

Why early action is crucial

Companies that proactively prepare for the PPWR not only gain legal certainty, but also competitive advantages. Those offering transparent, future-proof packaging solutions strengthen their position with customers, investors, and business partners.
At the same time, new opportunities arise: through innovation in packaging design, more efficient logistics processes, and a credible sustainability profile.

Conclusion: The PPWR affects (almost) everyone – and sooner than expected

The PPWR is not a distant future scenario; it is already on its way into national implementation. The countdown has begun. Now is the right time to analyze internal processes, critically review packaging solutions, and work with experts to develop sustainable, compliant strategies for the future.