Sustainable packaging: Understanding the PPWR and its impact on SMEs    

Sustainable packaging is increasingly becoming the focus of attention – not least due to the European Union’s new Packaging and Packaging Waste Regulation (PPWR). The PPWR aims to reduce waste, promote recycling and minimise the ecological footprint of packaging. But what exactly does this mean and what consequences does it have for small and medium-sized enterprises (SMEs)? 

Many SMEs are faced with the problem of adapting their packaging to new environmental standards, while at the same time having to keep an eye on costs, supply chains and numerous legal requirements. In this article, we explain what the PPWR prescribes, what impact it will have on SMEs and how your company can best prepare for it. 

Find out how you can implement sustainable packaging solutions for your company and remain competitive at the same time.  

What are the unique challenges and opportunities for SMEs in implementing sustainable packaging solutions? 

The implementation of a sustainable packaging solution poses particular challenges for small and medium-sized enterprises (SMEs). The new requirements of the PPWR are often associated with additional costs for switching to reusable materials, new production processes and the promotion of reuse systems. Sustainable alternatives are not always readily available or require action throughout the supply chain. Regulatory uncertainties and complex certification processes can also pose hurdles for SMEs, especially if they also lack the human or financial resources to react quickly to new requirements.

In the long term, however, there are environmental and economic benefits if companies implement the PPWR requirements at an early stage. Companies that focus on sustainable packaging at an early stage can position themselves as pioneers, secure competitive advantages or tap into new customer groups. 

Overview of the Packaging and Packaging Waste Regulation (PPWR) and its goals 

The Packaging and Packaging Waste Regulation (PPWR) is a European Union initiative to reduce packaging waste and promote a sustainable circular economy. It aims to ensure that all packaging within the EU is recyclable or reusable by 2030. The PPWR also stipulates stricter requirements for the use of materials, recycling and traceability of packaging. Companies are obliged to adapt their packaging to the new requirements and comply with legal regulations. This is intended to minimise the environmental impact. 

The PPWR is intended to create a standardised framework for sustainable packaging in the EU. Its main objectives are: 

• Recyclability 
• Recyclate content 
• Packaging minimisation 
• Packaging labelling 
• Packaging bans 
• Reusability 

What types of ecofriendly packaging are covered under the PPWR?  

The PPWR promotes various ecofriendly packaging, including recyclable materials such as paper, cardboard and reusable packaging. Compostable packaging made from plant-based raw materials is also part of the requirements, especially for products that are difficult to recycle. Packaging should be designed in such a way that it is recyclable or biodegradable to reduce waste and strengthen the circular economy. If a company wants to fulfil the requirements of the PPWR, it must use sustainable alternatives that sustainably reduce material consumption. 

What are the specific requirements of the PPWR for ecommerce packaging?   

The PPWR sets clear standards for e-commerce packaging to reduce packaging waste and promote sustainable solutions in online retail. Shipping packaging must be made of recyclable materials, contain a minimum proportion of recycled content and be optimised in terms of size to reduce material consumption and transport emissions. Reusable systems and own take-back options are to be expanded. Standardised labelling should make correct disposal easier for all consumers. These and many other measures serve to reduce the environmental impact of e-commerce and promote sustainable packaging practices.  

How does the PPWR affect the packaging materials choice?  

The PPWR also has an impact on the selection of packaging materials, as it stipulates that easily recyclable, reusable and resource-saving solutions should be prioritised. Furthermore, minimum percentages of recycled material are specified, and the use of environmentally harmful substances should be minimised. Sustainable alternatives such as paper or cardboard are to be favoured and so-called “cheat packaging” is to be banned. The PPWR promotes the use of innovative materials that fulfil both legal requirements and the expectations of environmentally friendly packaging. al with the topic of EPR and check in individual cases whether an obligation exists. 

How will the packaging and packaging waste regulation specifically impact small and medium-sized e-commerce businesses? 

The packaging waste directive or Packaging and Packaging Waste Regulation (PPWR) presents small and medium-sized e-commerce companies with new challenges that go beyond the mere choice of materials. Packaging processes must be designed efficiently, waste must be avoided, and the volume of transport packaging must be optimised. Recyclability and material reduction also play a key role here. Not only shipping cartons are affected, but also many filling materials such as bubble wrap, foam filling material or polystyrene chips, which increasingly need to be replaced with sustainable alternatives. The requirements for the documentation and traceability of packaging materials are also increasing, which in turn goes hand in hand with additional bureaucratic tasks and reporting obligations.   

Are there any resources or tools to help SMEs assess their recycling targets? What are the consequences of non-compliance with EPR requirements?

Yes, they do exist! At Circular Pro, we offer various services for SMEs to help companies fulfil their recycling targets. The services vary from country to country and can be conveniently booked via the online shop. Get your free account for your company now and choose from our range of services: 

• EPR Support Session: Clarify your questions in an online meeting with our team of experts! 
• EPR Requirement Monitor: Get your guide to EPR obligations according to your industry requirements! 
• Labelling Essential Kit: We offer you a labelling guide to help you determine your obligations across Europe. 
• Packaging Labelling Analysis: Order a detailed and quality-assured packaging and labelling analysis for your company! 
• Compliance Compass: Find out about your product and packaging obligations under the EPR and receive personalised recommendations for action! 

Key changes from the previous EU packaging regulations and what SMEs need to know 

1. Stricter recycling requirements: The PPWR stipulates that all packaging must be recyclable by 2030 according to defined performance levels (A, B or C). SMEs must therefore increasingly focus on sustainable materials. 
2. Minimum percentage of recycled material: In future, packaging must contain a certain percentage of recycled content to reduce the use of resources. 
3. Reduction of unnecessary packaging: Oversized packaging and unnecessary filling materials should be avoided. This applies in particular to the e-commerce sector. 
4. Reusable and reusable packaging: Companies are encouraged to promote reusable packaging solutions and integrate them into their supply chains. 
5. Stricter labelling requirements: Packaging must be clearly labelled with information about its material composition and disposal options to make it easier for consumers to sort.   

The PPWR brings both challenges and opportunities for SMEs. Those who switch early can secure competitive advantages and save costs in the long term. 

How does the Packaging Waste Directive affect the European Green Deal?

Europe has committed itself to climate neutrality with the EU Climate Law. Although packaging protects goods and secures transport, it places a considerable burden on the environment and natural resources – and the amount of waste is constantly increasing. The PPWR aims to counteract this by creating a standardised legal framework for sustainable packaging, making all packaging reusable or recyclable by 2030 and reducing (excessive) packaging and packaging waste. 

Find out more here. 

Are there any new packaging labelling requirements for SMEs under the PPWR?  

Yes, the PPWR tightens the packaging labelling requirements for SMEs to be able to dispose of packaging waste appropriately and thus ensure better recyclability of packaging. In future, packaging must be clearly labelled so that consumers can recycle it correctly. This includes detailed information on packaging materials, reusability and information on deposits and returns. Solutions such as the Labelling Essentials Kit from Circular Pro help companies to fulfil these requirements efficiently. This allows you to concentrate fully on your company’s core business and rely on the advice of a team of experts.  

Get a labelling guide now and benefit from our partner network! 

What specific measures do SMEs need to take to ensure for packaging compliance?

SMEs should take proactive measures for packaging compliance and fulfil the legal requirements in good time. Correct labelling and analysis of packaging materials as well as sound master data play a key role in ensuring both recyclability and supply chain transparency. Circular Pro’s Packaging Labelling Analysis can support your company in checking packaging for legally compliant labelling and material conformity. We identify potential for optimisation to use more sustainable materials in the future. In this way, you and your company remain EPR-compliant and continue to fulfil the requirements of extended producer responsibility.  

Have we piqued your interest? Book your Packaging Labelling Analysis for your packaging now! 

Conclusion: Sustainable packaging as an opportunity for SMEs 

Although the PPWR presents SMEs with new challenges, it also offers promising opportunities to switch to sustainable packaging in the long term and benefit from the advantages of environmentally friendly solutions. If the right measures are taken – from the choice of materials and optimised labelling to compliance with regulatory requirements – companies can not only act in accordance with the law and therefore also the EPR but also strengthen their competitiveness at the same time. Those who act early and integrate sustainable strategies not only position themselves as responsible market participants, but also actively contribute to the European circular economy and the goals of the European Green Deal.