PPWR 2026: What Packaging Buyers Need to Know

PPWR 2026 Is Changing Packaging Procurement in Europe

For brands, retailers, importers and e-commerce businesses selling into Europe, packaging is no longer only a question of price, appearance and protection.

Material selection, recyclability, recycled content, packaging size and supporting documentation are becoming increasingly important purchasing considerations.

The EU Packaging and Packaging Waste Regulation (EU) 2025/40, commonly known as PPWR, entered into force on February 11, 2025 and generally applies from August 12, 2026. It replaces the previous Packaging and Packaging Waste Directive and introduces a more harmonised framework for packaging placed on the EU market.

For packaging buyers, the practical question is therefore not simply:

“Is my packaging compliant today?”

A better question is:

“Is the packaging I am developing today ready for the requirements coming over the next several years?”

What Is PPWR?

PPWR applies broadly to packaging placed on the EU market, covering different materials and packaging formats.

For packaging buyers, this can include products such as:

• Poly mailers and shipping bags
• Plastic garment and zipper bags
• Paper shopping bags
• Kraft paper bags
• E-commerce packaging
• Paper boxes and shipping cartons
• Food-contact packaging
• Other flexible and retail packaging

One important point is often misunderstood:

August 12, 2026 does not mean every future PPWR requirement becomes mandatory immediately.

PPWR contains different implementation dates. Important recyclability, recycled-content and packaging-minimisation provisions are phased in toward 2028, 2030, 2035 and later, depending on the requirement and applicable implementing or delegated acts.

This gives businesses time to prepare — but it also means packaging designed today should increasingly take future requirements into account.

5 Key PPWR Areas Packaging Buyers Should Understand

1. Recyclability

One of the central directions of PPWR is to ensure packaging placed on the EU market becomes recyclable according to harmonised design-for-recycling criteria.

Under the Regulation, packaging recyclability will eventually be assessed using performance grades. From January 1, 2030, or 24 months after the relevant delegated acts enter into force, whichever is later, packaging generally must achieve an eligible recyclability grade to be placed on the market, subject to exemptions and specific provisions.

For buyers, recyclability should therefore be considered at the design stage, not after production.

It is not only the main material that matters.

Packaging structure can also include:

• Printing inks
• Adhesives
• Coatings
• Labels
• Laminated layers
• Handles
• Closures and zippers
• Other components

The goal should be to create the required product protection and brand appearance with a packaging structure that is as simple and recycling-compatible as practical.

2. Recycled Content in Plastic Packaging

PPWR also introduces minimum post-consumer recycled-content requirements for plastic packaging.

For plastic packaging outside certain specific categories, the Regulation provides a 35% minimum recycled-content level from 2030, subject to the Regulation’s timing mechanism, exemptions and implementing rules. Other categories, including some contact-sensitive packaging and beverage bottles, have different percentages.

This does not mean every plastic mailer must already contain 35% recycled plastic in 2026.

It does mean buyers using products such as poly mailers and other plastic packaging should begin discussing:

• PCR material availability
• Recycled-content percentage
• Material traceability
• Bag strength
• Colour consistency
• Printing performance
• Supporting documentation

with their packaging suppliers.

For businesses planning packaging that may remain in use for several years, considering recycled-material options earlier can reduce the need for rushed redesigns later.

3. Packaging Minimisation

PPWR also focuses on reducing unnecessary packaging.

By January 1, 2030, manufacturers or importers must ensure that packaging weight and volume are reduced to the minimum necessary to maintain functionality. The Regulation also addresses design features such as unnecessary layers, double walls and false bottoms that exist primarily to increase perceived product volume.

For e-commerce businesses, this principle has a direct practical impact.

A T-shirt, for example, normally does not need the same mailer size or film thickness as a hoodie or several garments packed together.

Using appropriately sized packaging can help reduce:

• Material consumption
• Empty space
• Shipping volume
• Packaging cost

PPWR also establishes a future 50% maximum empty-space ratio for certain grouped, transport and e-commerce packaging, applying from 2030 or later depending on the relevant implementing acts.

The important purchasing principle is simple:

More packaging does not automatically mean better packaging.

The better solution is the minimum amount of material that can reliably protect the product during its intended use.

4. PFAS in Food-Contact Packaging

For food packaging buyers, one requirement is already particularly relevant.

From August 12, 2026, food-contact packaging containing PFAS at or above the concentration limits specified in PPWR cannot be placed on the EU market, subject to the conditions set out in the Regulation.

This can be relevant to products such as:

• Food paper bags
• Bakery packaging
• Takeaway packaging
• Grease-resistant packaging
• Other food-contact packaging

For these applications, buyers should clearly tell the supplier that the packaging is intended for food contact.

Simply asking whether a package is “eco-friendly” or “food grade” is not enough. Material composition, coatings, intended use and relevant testing should be considered according to the specific application.

5. Labelling and Documentation

PPWR will introduce more harmonised packaging labelling.

Under Article 12, harmonised labels providing information about packaging material composition are scheduled to apply from August 12, 2028 or 24 months after the relevant implementing acts enter into force, whichever is later.

This means future packaging artwork may need to reserve space not only for branding, but also for information such as:

• Material identification
• Sorting information
• Relevant symbols
• QR codes or digital information carriers where applicable

Documentation is equally important.

PPWR requires applicable conformity assessment and technical documentation, and where compliance is demonstrated, an EU Declaration of Conformity. The Regulation also sets record-retention requirements for manufacturers and importers.

This is why PPWR should not simply be understood as a single certificate that a supplier can purchase.

There is no universal “PPWR certificate” that automatically makes every packaging product compliant.

Compliance depends on the actual packaging specification, intended use and applicable regulatory requirements.

What Should Packaging Buyers Ask Their Supplier?

PPWR makes supplier selection more important.

When developing packaging for the European market, buyers should ask more than:

“What is your price?”

A useful sourcing checklist includes:

Материал

What exactly is the packaging made from?

Recycled Content

Is post-consumer recycled material available, and what percentage can be used?

Структура

Are multiple materials, laminations, coatings or accessories necessary?

Size

Is the packaging correctly sized for the actual product?

Thickness

Can material usage be reduced while maintaining the required strength?

Printing

Can the desired branding be achieved without unnecessary printing or structural complexity?

Intended Use

Is the packaging intended for clothing, cosmetics, food, retail or e-commerce?

Documentation

What material information, specifications, testing or production records can the supplier support?

The lowest unit price is not always the lowest total procurement risk.

For European buyers, the ability to obtain reliable material and production information is becoming increasingly important.

How CCPACK Supports Packaging Buyers Preparing for the EU Market

Preparing packaging for future requirements becomes easier when material selection, product development, manufacturing and quality control can be coordinated with one packaging partner.

CCPACK’s stated manufacturing network includes four production bases, more than 200 production machines and capacity of up to approximately 6 million bags per day, supported by more than 26 years of packaging manufacturing experience.

More importantly, the production capability covers multiple packaging categories:

• Custom poly mailers
• PE / PEVA / EVA zipper bags
• Recycled plastic packaging
• OPP packaging
• Kraft paper bags
• Art paper shopping bags
• Paper mailers
• Packaging boxes

This allows buyers to compare different packaging structures instead of being limited to a single material.

For example, depending on product protection, branding, market and regulatory requirements, a buyer can evaluate whether a product is better suited to:

Virgin PE → Recycled PE → Paper-Based Packaging → Alternative Structure

rather than automatically repeating the same packaging specification used in previous years.

CCPACK can also support packaging development around:

Material Selection

Evaluating plastic, recycled-plastic and paper-based options according to the product and intended application.

Size & Thickness Optimisation

Adjusting dimensions and material thickness to reduce unnecessary packaging while maintaining required performance.

Custom Printing

Balancing brand visibility with a practical packaging structure and manufacturing process.

Recycled Packaging Options

Discussing recycled-content solutions according to required performance, appearance and project specifications.

Production & Quality Control

Maintaining specification consistency across bulk production and repeat orders.

CCPACK also works with manufacturing and sourcing systems or certifications including ISO 9001, BSCI, FSC, GRS and REACH-related compliance support, depending on the relevant product and project.

These should not be interpreted as a universal PPWR approval.

Instead, they form part of the broader material sourcing, manufacturing, quality and documentation infrastructure that international buyers may need when developing packaging for regulated markets.

Start Preparing Before 2030

PPWR should not be viewed only as a compliance burden.

It is also an opportunity to review whether existing packaging is using the right:

Material + Size + Thickness + Structure

Businesses do not necessarily need to redesign everything immediately.

A practical first step is to review current packaging and ask:

Can the material structure be simplified?

Can unnecessary size or thickness be reduced?

Should recycled material be evaluated?

Can the supplier provide clearer material and production information?

Making these decisions during normal packaging development is much easier than making them shortly before a regulatory deadline.

For EU packaging procurement, the traditional priorities of:

Price + Quality + Design + Delivery

are increasingly being joined by another factor:

Compliance Readiness.

Choosing the right packaging supplier therefore means looking beyond the price of the bag itself.

Preparing Packaging for the EU Market?

If you are reviewing your packaging for Europe, send CCPACK your:

• Current packaging
• Product type
• Packaging dimensions
• Material requirements
• Target quantity
• Destination market
• Logo or artwork

Our team can help evaluate suitable options for material selection, recycled content, size and thickness optimisation, custom printing and manufacturing feasibility.

Talk to CCPACK about your next packaging project.