Packaging touches every product — and the PPWR (Packaging and Packaging Waste Regulation) harmonises packaging requirements across the entire EU. It places manufacturers, FMCG companies and importers alike under new data and labelling obligations.
What is the PPWR?
The PPWR replaces the earlier Packaging Directive with a directly applicable regulation — meaning no national transposition is required and it applies uniformly across the EU. Its aim is to reduce packaging waste and promote circular packaging.
Main requirement areas
- Recyclability: packaging must be recyclable by design (design for recycling).
- Recycled content: minimum recycled-content shares, especially for plastics.
- Packaging minimisation: limiting the unnecessary (empty space, over-packaging).
- Labelling: material and waste-sorting markings, harmonised pictograms.
- Reusability: reusable-packaging targets in certain segments.
Where does digital product data come in?
Although the PPWR is not a "DPP regulation" in itself, its logic is the same: it requires provable, structured product/packaging data. The recycled-content share, the material composition and the recyclability classification are all data — which must be collected, structured and presented authentically (for green claims, EmpCo).
Packaging data is often linked to the product's DPP: the same QR/identifier ecosystem, the same data discipline.
Who carries the burden?
- Packaging manufacturers — for the compliance of the packaging.
- Fillers/brands (FMCG) — for the packaged product placed on the market.
- Importers — for the imported packaging.
How to prepare
1. Packaging inventory: which packaging do you use, and from what material? 2. Obtain recycled-content data from suppliers. 3. Document the recyclability classification. 4. Review labelling against the harmonised requirements. 5. Data structure: link the packaging data to the product data (a shared identifier).
Key dates and thresholds
According to the current timeline the PPWR applies from 12 August 2026, with the detailed requirements phasing in gradually:
| Date | Requirement (indicative) |
|---|---|
| 12 Aug 2026 | The regulation starts to apply |
| 2030 | All packaging recyclable by design (design for recycling) |
| 2030 | Recycled content in plastic packaging: ~30% (contact-sensitive PET), ~35% (other plastics) |
| 2030 | Empty-space ratio max. 50% (grouped, transport and e-commerce packaging) |
| 2030 | Ban on certain single-use plastic packaging |
| 2040 | Higher recycled content (~50–65%) |
Because these are all measurable, documentable data points, the real bottleneck in preparing is not the deadline but collecting and structuring supplier data. The exact percentages and scope depend on implementing acts; the figures above are informational, based on the current text of the regulation.
Frequently asked questions
Is the PPWR a regulation or a directive?
A regulation — directly applicable, without national transposition.
Does it only apply to plastic?
No, it applies to all packaging materials, although plastic recycled content is a priority.
Is it connected to the DPP?
Yes — the data discipline and provability are shared; many companies manage the two together.
Packaging is data too. ReadyPass helps you manage packaging and product data in one consistent, authenticated place.
Sources: PPWR (EU) 2025/40; ESPR (EU) 2024/1781. Informational.
