What is the PPWR? An explanation of the European packaging regulation

The PPWR (Packaging and Packaging Waste Regulation) is the European regulation on packaging and packaging waste: Regulation (EU) 2025/40. The rules apply from 12 August 2026 in all EU member states. Because it is a regulation, it applies directly, without member states first having to adopt their own legislation.

The PPWR affects everyone who designs, makes, fills or places packaging on the market. The requirements are becoming stricter step by step, with milestones in 2028, 2030, 2035, 2038 and 2040. Packaging that does not meet the applicable requirements may not be placed on the European market.

On this page, you can read what the regulation involves, when which requirements apply and what this means for flexible plastic packaging. For each topic, we refer you to an article that goes into more depth.

Europe produces more than 80 million tonnes of packaging waste every year. Without additional measures, that amount will keep growing. With the PPWR, the European Commission aims to reverse this trend and make packaging a permanent part of a circular economy.

The emphasis is shifting from recycling alone to a broader approach:

• preventing and reducing packaging waste;
• designing packaging for high-quality recycling;
• using recycled raw materials where this is technically and legally possible;
• reuse in supply chains where this is logistically and economically feasible.

For brand owners and producers, this calls for different design choices and a long-term vision on packaging.

The PPWR is being introduced in phases. These are the key moments for packaging design, material choice and market access:

In the coming years, the European Commission will work out further details, such as the calculation methods. The timeline itself already largely determines what packaging must comply with.

From 2030, only technically recyclable packaging may be placed on the European market. The assessment follows the Design for Recycling principle: can the packaging actually be processed in existing sorting and recycling systems? Packaging is divided into three classes:

• Grade A: at least 95% recyclable;
• Grade B: at least 80% recyclable;
• Grade C: at least 70% recyclable.

From 2030, packaging below grade C may no longer be placed on the market. From 2035, grade A, B and C must also be recycled at scale. From 2038, only grade A and B are still permitted.

For flexible plastic packaging, this means, among other things:

• a clear preference for mono-materials, such as PE;
• no material combinations that hinder recycling, such as PE with PP or PE with paper;
• restraint in the use of dark pigments, coatings and additives that interfere with sorting;
• inks, adhesives and labels that are compatible with the base material.

Read more in Recyclability of packaging under the PPWR (Article 6), Why FFS packaging made of PE/PP is a problem under the PPWR and PPWR-proof packaging design: practical tips for brand owners.

The PPWR makes minimum percentages of post-consumer recycled (PCR) plastic mandatory. These are calculated as an annual average per production site and increase step by step between 2030 and 2040. From 1 January 2030:

• 10% for contact-sensitive packaging other than PET;
• 35% for all other PE packaging.

There are exemptions, including for primary packaging of medicines, medical devices, baby food and hazardous substances, and for packaging in which the plastic part is less than 5% of the packaging weight. The PPWR makes no distinction between mechanically and chemically recycled PCR.

Food contact is more complicated. A structure with an inner layer of virgin plastic and PCR in the outer layer is not automatically considered a solution. For contact-sensitive PE packaging, PCR appears to be possible in the long term mainly through chemically recycled food-grade PCR. By 31 December 2026 at the latest, there will be more clarity on the calculation method and the requirements for origin and technology.

Read more in What is the mass balance principle in recycled plastic in food packaging? and The impact of the PPWR on shrink films.

Since 12 August 2026, the EU has banned PFAS in food contact packaging. The ban applies to all food packaging, regardless of material or application. Coatings, additives and processing aids containing PFAS are also covered. Multilayer packaging with an inner layer of virgin plastic is not an exception. Responsibility lies with the producer or importer of the packaging.

In addition, a combined limit of 100 mg/kg applies to lead, cadmium and hexavalent chromium. This requirement has been in place in the packaging industry for some time.

KIVO does not add PFAS and has switched all raw materials to grades for which the supplier declares that no PFAS have been intentionally added. Read more in PFAS ban in food packaging: what does it mean for your products? and Bisphenol A (BPA) in plastic packaging.

From 2030, the PPWR restricts the use of certain single-use plastic packaging. This includes:

• specific promotional multipack packaging;
• packaging for fruit and vegetables under 1.5 kg;
• plastic packaging for on-site consumption.

There are also targets to reduce packaging waste compared with 2018: 5% less in 2030, 10% in 2035 and 15% in 2040. For e-commerce and transport packaging, requirements apply to the maximum empty space. Anyone placing packaging on the market must be able to demonstrate that weight and volume are as small as possible without loss of function.

Material can also be reduced in the film itself, for example with a thinner film that has the same mechanical properties.

For the first time, the PPWR sets concrete reuse targets. From 2030, for example, 100% of transport packaging within one member state must be reusable, and 40% for transport between member states. There are exemptions, including for food safety, hygiene and perishability.

From 2028, harmonised European labelling becomes mandatory. The label shows what material the packaging is made of, including the share of recycled and biobased material, and whether the packaging is recyclable, compostable or reusable. This is done with standard pictograms, supplemented by QR codes or other digital data carriers. Exemptions apply to transport packaging and packaging in a return system.

Under the PPWR, KIVO is usually the supplier: the party that supplies packaging materials to a manufacturer. As a supplier, KIVO must provide all relevant technical information about the materials, such as composition, specific gravity, PCR content and the absence of harmful substances, together with the corresponding declarations.

The party that fills the packaging or places the packaged product on the European market must, among other things:

1. register and report all packaging, including material type, weight, recycled content and recyclability;
2. be able to demonstrate that the packaging complies with the PPWR, with technical documentation and an EU declaration of conformity;
3. keep packaging records and report to the organisation that implements extended producer responsibility, which in the Netherlands is Verpact.

National supervisory authorities enforce the rules. Packaging that does not comply may not be placed on the market (any longer). This can lead to packaging being modified or recalled, and to fines. The assessment covers the complete packaging, so coordination across the supply chain is important. Read more in Everything you need to know about Verpact and Danish EPR regulations officially in force.

Would you like to know what the PPWR means for your type of packaging? These articles take a closer look at specific applications:

• PPWR and the frozen food industry
• Frequently asked questions about PPWR and IQF packaging with FFS film
• FFS packaging made of PE/PP under the PPWR
• The impact of the PPWR on shrink films for food and beverage packaging

The PPWR calls for preparation, knowledge and well-founded choices. KIVO helps customers make the plastic part of their packaging PPWR-proof, including by:

• analysing existing film structures and identifying areas for improvement;
• improving the recyclability of the film in line with Design for Recycling;
• providing technical input for the assessment of the complete packaging;
• adding or increasing PCR where this is technically and legally possible;
• providing the necessary declarations and data sheets;
• following developments in legislation and regulations together with you.

One example is replacing multilayer, non-recyclable laminated film with recyclable mono-PE, while maintaining product protection and runability on existing packaging lines. KIVO has its own recycling site for PIR (KIVO Recycling) and works with partners for certified PCR.

Would you like to know what the PPWR means for your packaging? Get in touch and speak to one of our specialists.