Sustainability

The PPWR is reshaping packaging design across the EU

The Packaging and Packaging Waste Regulation (PPWR), adopted in December 2024 (EU) 2025/40, aims to harmonize packaging rules across EU Member States in line with the Green Deal and the new Circular Economy Action Plan.

Its objective is to ensure all packaging is reusable or economically viable to recycle by 2030.

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For all businesses placing packaging on the European market, this means your packaging must be truly recyclable — not just labeled recyclable.

Here is the landscape and the implications.

Why PPWR Matters

PPWR reshapes how packaging is designed, assessed, documented, and recycled, with mandatory requirements that affect every packaging format and every stage of the value chain.

The regulation applies fully from 12 August 2026, after which companies must comply with new rules for:

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Design
Recyclability
Conformity assessment
Labeling, and
Substances of concern.

All packaging on the EU market must be reusable or recyclable at scale by 2030

PPWR demands recyclability in real-life EU infrastructure, meaning:

It can be collected in existing municipal systems
It can be sorted by standard EU sorting technologies
It can be recycled in established infrastructure
It must reach a recyclability performance grade of at least C by 2030, increasing to B by 2038

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This requirement eliminates “theoretical recyclability” and raises the bar for packaging design, material selection, additives, formats, and component compatibility

Recyclability performance grades are coming

The European Commission will introduce grades (A–C) by 2028. Only high-performing materials will remain unrestricted.

All packaging must be designed for recycling by 2030 and reach performance grades from A to C

By 2038, packaging in performance grade C is
banned from the market.
By 2028 the grading methodology will be published

Packaging waste

Under PPWR, companies must rethink how packaging materials are selected and designed to minimize waste generation and maximize circularity. This means:

Reducing the overall generation of packaging waste
Designing packaging that aligns with proven recycling technologies
Eliminating formats and components that hinder sorting or recycling
Increasing the use of materials with high recycling rates.

Pie chart of Packaging waste generated, by packaging material, EU, 2023_eurostat

Design for recycling

Metal packaging is already a strong contributor to circularity, with recycling rates of 82% for steel and 55% for aluminium, showcasing the potential of high-performance materials under the new regulatory landscape.

eurostat (2023 data).

Labeling

From August 2028 packaging must include a EU harmonized sorting label containing information on the material composition.
Labelling requirements is published by 12th of August 2026.
The labels will be based on pictograms and must be visible on the packaging.
Environmental claims can only be branded if they exceed the minimum requirements.

Industry guidelines

Envases is committed to support our customers in understanding the regulatory changes that will shape the future of packaging.

Metal Packaging Europe (MPE) released the 2025 Design for Recyclability Guidelines for Aluminium Packaging, aligned with PPWR Article 6. These guidelines provide PPWR-ready recommendations for aerosol cans, food cans, closures, tubes, and beverage packaging.

For more knowledge about PPWR, read our Factsheets:

New Aluminium Packaging Design Guidelines to Boost Circularity

Factsheet on PPWR

Factsheet on Recycling Rate

Substances of concern

We’re proactively phasing out PFAS and transitioning to BPA-NI coatings for our food packaging. Discover our commitment to safer and healthier packaging solutions.

Learn more