The European Union’s new Packaging and Packaging Waste Regulation (PPWR), Regulation (EU) 2025/40, will begin to apply on 12 August 2026. It replaces the previous Packaging and Packaging Waste Directive and introduces new requirements for businesses that sell packaged products in the European Union.

Not all requirements take effect at once. Some provisions will apply in later years, while the regulation also establishes targets for 2030 and 2040. Businesses selling products in Europe will therefore need to understand both the rules that apply now and those coming into force in the years ahead.

What does the PPWR aim to do?

The PPWR is designed to reduce the environmental impact of packaging across the European Union. Among other measures, it introduces requirements intended to:
• make packaging recyclable and reduce unnecessary packaging;
• increase the amount of recycled material used in plastic packaging;
• expand reuse and refill options for certain types of packaging;
• improve packaging information and labelling; and
• restrict certain substances of concern, including PFAS in food-contact packaging.
Many of these requirements will be introduced gradually, so the exact obligations will depend on the type of packaging, product, and applicable deadline.

Why does it matter?

For companies outside the European Union, the PPWR matters because its requirements can apply to products placed on the EU market regardless of where those products were produced.
This means that a company exporting packaged food, beverages, agricultural products, consumer goods, or other packaged products to the EU may need to ensure that its packaging meets the relevant European requirements.

The commercial opportunity is substantial. The EU single market brings together approximately 450 million people and 26 million businesses, within an economy generating around €18 trillion in GDP. For companies looking to reach European customers, access to this market can offer significant opportunities, but it also comes with regulatory responsibilities.

The PPWR covers a wide range of issues, including packaging design, recyclability, recycled content, labelling, reuse, and waste management. The requirements that apply to a particular business will depend on its products, packaging, and role in the supply chain.

Who does the regulation affect?

1. The PPWR applies broadly across the packaging supply chain. This includes manufacturers, importers, distributors, and other businesses placing packaged products or packaging on the EU market.
2. It also covers many forms of packaging, from the packaging that directly contains a product to packaging used for grouping, transportation, and certain services.
3. Smaller businesses may benefit from exemptions or less demanding requirements under certain provisions, but being a small or micro-enterprise does not automatically remove all PPWR obligations.
Businesses exporting to the EU should also pay attention to Extended Producer Responsibility (EPR) requirements. These rules can require producers to register in individual EU Member States and report information about the packaging they place on those markets. Because EPR systems operate at the national level, requirements can differ between countries.

How can Ciberra help?

Understanding the PPWR is not simply about reading one regulation. Businesses need to determine which requirements apply to their products, when those requirements take effect, and how the rules interact with national packaging and EPR systems.

Ciberra can help businesses research EU packaging requirements, identify relevant regulatory obligations, and understand how regulatory changes may affect market access. Our goal is to turn complex regulatory information into clear, practical information that businesses can use when making decisions.

Not selling to the European Union yet? Regulation is only one part of the decision. Ciberra can also help businesses evaluate European markets through market research, regulatory analysis, and food-system data, helping companies identify opportunities and better understand the markets they want to enter.

Whether you are already selling in Europe or just wondering where to begin, reach out to us. We would be happy to talk, learn about your business, and explore what opportunities might be waiting for you across the Atlantic.