In the world of sustainable packaging, the Packaging and Packaging Waste Regulation (PPWR) is emerging as a pivotal initiative within the European Union, aimed at reducing packaging waste and fostering a circular economy. White Space has been closely following the developments of the PPWR proposal and its progress over the last 18 months. Following the provisional agreement reached in March, some regulations are beginning to edge closer to becoming a reality. We’ve rounded up some of the most influential topics from the latest revision:
1. Ambitious Recycling Targets
The PPWR sets out ambitious recycling goals, mandating that by 2030, all packaging entering the EU market must be reusable or recyclable in an economically viable way. This directive encourages not only innovative packaging designs, such as design for recycling guidelines, but also the adoption of materials that are easier to recycle. Recycling infrastructure will also need a revamp as collection and segregation of recycling streams become more standardised, bringing separate, new challenges of its own.
As a result of these targets, materials with poor recyclability and those reliant on less mature recycling infrastructure, such as some types of flexible packaging and multi-material packaging, are likely to come under increasing pressure. Conversely, winners in this scenario are materials that benefit from well-established recycling infrastructure and simpler packaging designs, such as fibre-based, glass, and metal packaging.
2. Reducing Packaging Volume and Restrictions
Reducing packaging volume and weight is another critical aspect of the PPWR. The regulation encourages producers to minimize the use of packaging material where possible. This approach not only reduces waste but also lowers transportation costs and carbon emissions. In parallel, the proposal also includes restrictions for certain packaging types, e.g. single-use plastic for fruit and vegetables. Packaging reduction and restrictions may force brands and retailers to rethink their choice of material and their use of packaging overall. NGOs and charities, such as Wrap, are proposing shifts towards packaging removal and sales of ‘loose’ products, with up to 50% of fruit and vegetables sold loose by 2030.
The early signs of some possible losers from this initiative are already evident. Packaging which primarily provides brand elevation rather than a more functional use is a primary target for some companies who are looking to reduce their packaging. Removal of packaging across toothpaste boxes and premium spirits is already under way.
3. Encouraging Packaging Reuse
The PPWR proposal also promotes the reuse of packaging, aiming to establish a circular economy where materials are kept in use for as long as possible. For e-commerce packaging, a target of 50% of transport packaging being reusable is slated for 2040 and 90% target for all transport packaging.
Reusable packaging systems, such as those offered by companies like RePack, demonstrate innovative solutions that replace single-use packaging with durable, reusable alternatives.
Reusable packaging isn’t a new concept; there are several products and packaging, such as glass and plastic liquid containers for example, that are already in use across the world. On the other hand, packaging primarily found within the e-commerce sector, such as cardboard boxes and plastic mailers will face challenges due to their common single-use nature and without a compelling reuse proposition they may see increasing challenges.
Conclusion
The recent updates to the PPWR signify a major step towards its adoption by 2026. As the packaging industry navigates towards a future shaped by these regulations, the strategies adopted by brands, retailers, and packaging companies will be crucial.
White Space Strategy has been assisting businesses in preparing for a future influenced by the PPWR. If you’re facing challenges with future planning in light of these regulations, our Paper & Packaging lead, Sophie, is here to help, contact Sophie.
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