The PPWR Is Here. So What Happens Next?
You might’ve seen the headlines: “The EU has adopted the PPWR.” But what does that actually mean for the packaging industry?
Max Wolfmaier, Head of Product & Corporate Sustainability at adapa Group, breaks it down:
“A proposed law goes through multiple EU committees, public hearings, and revisions before it becomes legislation. The Packaging and Packaging Waste Regulation (PPWR) has now completed that journey. With its publication in the Official Journal of the European Union, it officially came into force on 11 February 2025.”
So, what’s changing right now? In short: not much. But the countdown has started.
When Will the PPWR Packaging Regulation Apply?
The PPWR takes full effect on August 12, 2026. Right now, it mostly lays out a framework – the detailed rules will follow. But the direction is clear. For instance, it introduces recyclability performance grades:
- A: 95% recyclable
- B: 80%
- C: 70%
- Non-recyclable: below 70%
These standards will be enforced from 2030. The methodology for calculating these percentages isn’t final yet – but the EU is setting the course now and filling in the gaps as it goes.
That’s not bureaucracy for bureaucracy’s sake – it’s strategy. Rather than wait for a perfect rulebook, the EU is establishing clear goals early. And this shift is already influencing existing guidelines, especially those pushing for mono-material packaging.
What This Means for You
Switching packaging formats isn’t a quick fix – it takes time, planning, and testing. Given how far-reaching the PPWR is, packaging buyers should act now.
Because here’s the bottom line:
From 2030, products in non-recyclable packaging will be banned. Not fined – banned.
adapa Group already offers a wide range of solutions to help brands future-proof their packaging. And we’re continuing to invest in R&D to stay ahead of the curve.
What Will the PPWR Mean for Flexible Packaging?
Here’s what flexible packaging will likely need to meet under the new regulation:
- Must consist primarily of a single material group (mono-material)
- Use of secondary materials must be strictly limited
- Any component that reduces recyclability will be restricted
- Packaging will be assessed as a single unit – including labels and closures
- Primary pharmaceutical packaging will mostly be exempt
Assessments will take into account both the proportion and impact of each material used. For example, even tiny quantities of certain colours or inks can negatively affect recyclability – and therefore be a deciding factor under PPWR guidelines.
Recycled Content Requirements
From 2030, plastic packaging must also contain a minimum percentage of recycled content.
For packaging that comes into contact with food, chemical recycling will likely be the go-to solution, given its ability to meet strict food safety standards. However, capacity for chemical recycling is still growing – and the PPWR is expected to drive significant investment in this space.
Brands would be wise to start testing now, build up their processes gradually, and scale up when the time is right.
“The goal is to make flexible packaging truly recyclable. That means replacing non-recyclable multi-material formats with mono-material solutions”, says Max Wolfmaier. “At adapa Group, our development centres are pushing boundaries – we’re innovating in areas that seemed impossible only a few years ago.”
Final Thoughts
The PPWR signals a major transformation in packaging across Europe. There’s still some uncertainty, but the core message is clear: recyclability is no longer optional – it’s non-negotiable.
The companies that act early, invest in mono-material solutions, and embrace innovation will be the ones that thrive in this new landscape.
