Do you manufacture packaging or use packaging for your products? If so, you are affected by the EU PPWR regulation. Packaging researcher Ann Lorentzon explains what applies and offers tips on how to turn strict regulations into new business opportunities.
We have come a long way since the 1964 television instructional film that advised Swedes to dump their rubbish in the sea. However, when it comes to recycling, we are far from perfect. For instance, only 39 per cent of the plastic packaging placed on the Swedish market is recycled.
The new framework is applicable to all packaging users.
"The previous EU legislation on packaging and packaging waste, introduced in 1994, was never fully implemented. In recent years, more and more countries have introduced national packaging regulations that are actually creating barriers to trade for companies that need to relabel their products for different markets. This is why the EU has decided to reconsider the situation", says Ann Lorentzon, a packaging systems researcher at RISE.
What is the PPWR?
The PPWR (Packaging and Packaging Waste Regulation) is the EU's new framework for packaging and packaging waste. The rules apply to anyone placing packaging on the EU market. This includes manufacturers of the material, producers of packaging, and users, importers, and retailers. As PPWR is a regulation and not a directive, the framework came into force immediately upon its introduction in February 2024, with application requirements coming into force in August 2026.
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The Swedish translation of the PPWR runs to 124 pages. 'It's a huge regulation,' notes Ann Lorentzon. The rules aim to reduce the amount of packaging and packaging waste, ensure that packaging is reusable or recyclable, increase the proportion of recycled material in new packaging and limit the presence of harmful substances such as PFAS. The new regulations also aim to contribute to an open internal market and increased circularity of materials.
The rules apply to anyone who places packaging on the EU market.
First step: Make an inventory.
Companies affected by the PPWR must now compile an inventory of all the types of packaging they manufacture or use. The following questions should be asked:
- Is the packaging reusable?
- Which type of packaging consists of several different materials joined together, making it more difficult to sort and recycle?
- Could any packages be returned, such as e-commerce bags?
"Right now, we do not know exactly how the new requirements will be met, as the detailed specifications have not yet been released (as of November 2025). However, companies can certainly start working towards using more recyclable packaging and reducing overpackaging. I would not recommend waiting until all the rules are finalised. We know the direction in which we are heading – the PPWR is clear on that point," says Ann Lorentzon.
How can we simplify the recycling process for consumers?
Much of it is about making it easier for consumers to recycle. While the intention behind replacing plastic lids with paper ones may be to increase the proportion of recycled materials, the result could be that the packaging is incinerated because consumers do not separate the materials correctly.
"In order to incorporate more recycled material into new packaging as required by the regulations, we need to increase our recycling efforts. If we don't collect larger volumes, there won't be enough recycled material. That's why it's absolutely crucial to make recycling easier for consumers", says Ann Lorentzon.
Keep your focus on the product!
It is also important not to lose sight of the product itself, for which the packaging is designed to provide protection.
"Generally speaking, packaging accounts for 10 per cent of a product's climate impact during its lifetime, while the product itself accounts for the remaining 90 per cent. Reducing the protection provided by the packaging so that the product is damaged does the environment a disservice, even if the packaging has a higher recycling rate," explains Ann Lorentzson.
RISE has extensive knowledge in the field of packaging, but also technical expertise in everything from material development to transport.
How can PPWR open up opportunities for innovation and new business?
For innovative companies that are not afraid of uncharted territory, PPWR can create business opportunities.
"Everyone is searching for the perfect, renewable, and recyclable packaging material that can replace the plastic found in food packaging closest to the product. Anyone who manages to come up with smart solutions in this area is likely to have a bright future ahead of them. We will probably also see new companies doing new things, such as operators who collect packaging on behalf of e-commerce companies in order to increase reuse", says Ann Lorentzon.
What kind of support can I get from RISE?
RISE has a business group, Miljöpack, which keeps its members up-to-date on the latest developments in packaging and packaging waste. Understanding a 124-page rulebook is easier when you have experts at your side.
“When you delve into PPWR, it quickly becomes clear that the requirements come with technical problems that need to be solved. At RISE, in addition to those of us who have extensive knowledge in the field of packaging, we also have technical expertise in everything from material development to transport. We have considerable capacity", says Ann Lorentzon.
The regulations apply to everyone who uses packaging.
Anyone who produces, imports or uses packaging to protect their products is covered by PPWR (Packaging and Packaging Waste Regulation (EU) 2025/40), the EU's new regulation aimed at reducing packaging waste, increasing recycling and promoting circular material flows. This means that restaurants, e-retailers and consumer goods companies are also affected, as are local authorities and recycling operators.
The PPWR replaces the previous directive and establishes common rules for all Member States. The PPWR entered into force on 12 February 2025 and will apply from 12 August 2026.
If you are covered by the PPWR, you now need to review your packaging.
In the long term, there will be requirements for recyclability and minimisation to stop overpackaging. Certain single-use packaging will be banned, and requirements will be introduced for reusable solutions and clearer labelling. It is therefore important to map your packaging flow now and plan for the necessary adjustments.