Table of Contents

• Objectives at a Glance
• 2024–2025: Adoption and Entry into Force
• 2025–August 2026: Transition Period – Preparing for Compliance
• August 2026: PPWR Becomes Applicable – Initial Compliance Requirements

The European Union’s Packaging and Packaging Waste Regulation (PPWR) represents a significant legislative effort to reduce packaging waste and promote circular packaging design across the EU. Replacing the previous Packaging Directive, the PPWR addresses the entire lifecycle of packaging—from design and production to reuse, recycling, and disposal. For businesses engaged in business-to-business (B2B) operations that utilize bulk packaging such as pallets, crates, and drums, the PPWR introduces stringent requirements and phased targets that will influence packaging decisions, supply chains, and compliance strategies over the next 15 years. This article provides a timeline-based overview of the PPWR’s key milestones, compliance phases, and their implications for the industry.​

Objectives at a Glance

The PPWR’s primary objectives are to minimize packaging waste, ensure all packaging is recyclable by 2030, boost reuse, and increase the incorporation of recycled content. The regulation sets progressive waste-reduction targets of 5% by 2030, 10% by 2035, and 15% by 2040, compared to 2018 levels. To achieve these goals, the PPWR implements new design standards, recycled material quotas, reuse mandates, and labeling rules on a structured schedule. Below is a breakdown of these requirements by phase and date, highlighting their significance for the industry.​

2024–2025: Adoption and Entry into Force

• November–December 2024: Following years of preparation, including a proposal in November 2022, the final PPWR text received approval from the EU Parliament in late 2024 and was adopted by the EU Council on 19 December 2024.​
• January 2025: The Regulation (EU 2025/40) was published in the Official Journal on 22 January 2025, officially setting the stage for implementation.​
• 11 February 2025 – Entry into Force: The PPWR formally entered into force 20 days after publication, on 11 February 2025. However, its provisions do not become mandatory immediately; they apply after an 18-month grace period, providing companies time to prepare compliance plans before the new rules take effect.​

Implications

During this period, proactive businesses began assessing their packaging portfolios and planning necessary changes. The adoption of the PPWR signaled that by 2026, all packaging placed on the EU market—including bulk and transit packaging used in B2B supply chains—must comply with new standards. Companies initiated strategies to redesign packaging for recyclability, reduce excess material, and phase out certain problematic items. Engaging experts to interpret the new rules and perform gap analyses on current packaging versus upcoming requirements became a common practice, as early action was anticipated to ease the transition.​

2025–August 2026: Transition Period – Preparing for Compliance

Following the PPWR’s entry into force in 2025, an 18-month transition period extended until August 2026. This phase focused on preparation and systems setup. During this time, EU Member States and the European Commission were also engaged in foundational work, such as developing secondary legislation, guidance, and harmonized standards. Key preparatory steps included:​

• By late 2025: Member States worked toward existing recycling targets. By 31 December 2025, they were expected to recycle 65% of all packaging waste by weight, with material-specific rates like 50% for plastic and 75% for paper. This pre-existing goal under the old directive set the tone for PPWR ambitions. Many companies supported this by improving waste collection and optimizing packaging for recyclability ahead of the PPWR’s full application.​
• Guidance & Standards Development: The Commission began preparing harmonized labeling frameworks and other guidelines required by the PPWR. Industry groups also contributed to discussions on definitions (e.g., what qualifies as “recyclable” or “reusable”) to ensure practical rules. Businesses utilized this period to trial new packaging designs, align with suppliers of recycled materials, and implement internal systems for tracking packaging use and recovery.​

Implications

This phase was critical for B2B companies to integrate compliance into their operations. Many conducted packaging audits to identify non-compliant items, such as non-recyclable packaging or excessive empty space, and started implementing alternatives. For example, firms examined bulk packaging like shipping pallets, wraps, and containers to plan for the reuse quotas coming in 2030. Extended Producer Responsibility (EPR) schemes were also under review—the PPWR introduced a harmonized definition of “producer” and stricter EPR obligations, meaning companies placing packaging on the market would face consistent rules across all EU countries. By mid-2026, proactive companies aimed to have new procedures ready, minimizing surprises once the PPWR became enforceable.​

August 2026: PPWR Becomes Applicable – Initial Compliance Requirements

12 August 2026 marks the end of the transition: most PPWR provisions become law for businesses. From this date, companies must comply with the regulation’s “essential requirements” for packaging design and composition. Several early obligations also commence around this time:​

Single-Use Plastic Restrictions

The PPWR also immediately bans certain single-use packaging formats to reduce unnecessary waste. For example, single-use packaging for small portions in the hospitality sector (condiment sachets, mini shampoo bottles) and plastic produce packaging for very small quantities (fruit & veg under 1.5 kg) are restricted. B2B suppliers to hotels, restaurants, and retailers must eliminate these formats or offer reusable/refillable alternatives. While bulk transit packaging is generally reusable by nature, businesses supplying these sectors had to adjust their product packaging offerings accordingly.

Ban on High-PFAS Packaging

Effective August 2026, any packaging containing per- and polyfluorinated alkyl substances (PFAS) above the regulatory threshold is prohibited on the EU market. PFAS are often used as water or grease barriers (e.g., in some bulk packaging or cartons), necessitating a switch to safer alternatives.​

Harmonized Labeling Framework

By this date, the European Commission will publish harmonized labeling guidelines. These guidelines pave the way for standardized recycling symbols and material codes across all Member States. Companies will need to adapt packaging graphics and information to comply with upcoming labeling rules, with specific label requirements phased in by 2028.​