Packaging material reduction and reusable packaging: New PPWR targets for sustainable packaging

The EU Packaging and Packaging Waste Regulation (PPWR) places a clear emphasis on preventing packaging waste. This is achieved through two essential pillars: packaging minimisation and the forced introduction of reusable packaging and systems for re-use packaging. These measures are not only ambitious but also crucial for the transition to a true circular economy, presenting businesses with new, yet opportunity-rich, challenges.

Measures for packaging minimisation (Art. 10)

Article 10 of the PPWR obliges companies to achieve packaging material reduction through targeted measures for packaging minimisation. The core principle here is that packaging must be designed and dimensioned in such a way that its weight and volume are reduced to the absolute minimum, without compromising the necessary functions such as product protection, hygiene, and safety.

Key aspects of packaging minimisation:

• Optimal design: Packaging must contain only the quantity of material and components that are strictly necessary. This means a critical review of every component and the overall design to avoid unnecessary or superfluous elements.
• Prohibition of excessive packaging: The PPWR prohibits “excessive packaging.” This refers to packaging that exhibits an unreasonably high proportion of empty space or that contains multiple layers and components not functionally necessary for the product. The commission will still define criteria for this, which should enable companies to assess conformity.
• Impact on product development and procurement: These regulations require closer collaboration between product development, marketing, and packaging design. The goal is to find solutions that ensure product protection while simultaneously minimising material use. This may also include reviewing supply chains and collaborating with packaging suppliers.

The objective of packaging material reduction is clear: to generate less waste, conserve resources, and minimise environmental impacts throughout the entire packaging lifecycle.

Reusable packaging: Concepts and obligations (Art. 11, 29)

Another central pillar of the PPWR is the promotion of reusable packaging and the re-use packaging systems through ambitious, binding targets. This is a decisive step away from the single-use culture towards true circular systems.

General requirements for reusable packaging (Article 11): The PPWR stipulates that reusable packaging must be designed to:

• Be suitable for a high number of rotations (re-uses).
• Be reusable without concerns regarding hygiene and safety.
• Be easily refillable or re-fillable.
• Be easy to clean, maintain, and repair.
• Be collectible through efficient take-back systems.
• Be traceable (e.g., through labelling).
• Be recyclable at the end of its life cycle.

Binding re-use targets (Article 29): The PPWR defines specific and far-reaching reuse targets for various sectors and packaging types, applicable from 2030 and 2040:

Challenges and solutions

Establishing widespread reusable packaging systems requires significant investment in infrastructure (cleaning, logistics, take-back systems) and an adaptation of business models. Collaboration within the supply chain and across industry boundaries is crucial to develop standardised solutions and efficient processes. Consumer acceptance and behaviour also play a central role.

Both packaging material reduction and the push for reusable packaging are transformative elements of the PPWR. They compel companies to rethink their approaches and simultaneously offer the chance to position themselves as pioneers in sustainability.

Stay tuned for the continuation of our blog series, where we will address the labelling requirements under the PPWR.