Since the public service announcement broadcast on TV in 1964 advising Swedes to throw their rubbish into the sea, we have come a long way. 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.

A new framework applicable to everyone who uses packaging

– The previous EU legislation on packaging and packaging waste, introduced in 1994, never really took off, but a new framework applicable to everyone who uses packaging is now being introduced. In recent years, more and more countries have introduced national packaging regulations, which are actually creating real trade barriers for companies that need to relabel their products for different countries, for example. This is why the EU has decided to take a fresh, comprehensive approach, says Ann Lorentzon, packaging systems researcher at RISE.

What is the PPWR?

The PPWR (Packaging and Packaging Waste Regulation) is EU’s new framework for packaging and packaging waste. The rules apply to everyone who places packaging on the EU market. This includes many stakeholders, from manufacturers of the materials to companies that produce packaging, as well as users, importers and retailers. As the PPWR is a regulation rather than a directive, the framework came into force immediately upon its introduction in February 2025, with implementation requirements coming into force in August 2026.

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.

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.

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.

When plastic became popular in the 1950s and 60s, it quickly became a material that was both versatile and durable.

Today, plastic is recognised as one of the biggest environmental culprits. Waste enters and remains in the environment, causing pollution that harms wildlife and ecosystems - while the production of plastics causes high levels of greenhouse gas emissions.

Producing fibre-based packaging with Apple

Every year, according to the UNDP, the world produces 430 metric tonnes of plastic, a number that is expected to triple by 2060 if nothing changes, and at the same time leading to an increase in plastic pollution and greenhouse gas emissions.

Finding materials that can replace different types of plastic is therefore of high priority.

Producing fibre-based packaging with Apple

Apple, one of the world's largest companies, is working to make all of its packaging plastic-free. The tech giant has enlisted the help of RISE to develop a fibre-based material that can replace plastic.

"Together with Apple, we have developed a fibre-based foam. It has the potential to replace some of their packaging material.", says Bettina Mueller, senior project manager at RISE.

"Much of this is confidential, but I can say that we have made great progress, and I am very optimistic that this material will actually be used – and that we will be able to find even broader applications for it."

Similar process to traditional papermaking

The production of such fibre-based materials is essentially based on the methods developed for traditional papermaking.

"That is the starting point. The basic steps are then to add air and create a foam, which gives a three-dimensional structure rather than a flat paper material. Then you remove the water by dewatering and drying," says Claes Holmqvist, senior researcher in manufacturing processes for fibre-based materials at RISE.

The material could then be adapted for a wide range of applications.

"Once you find out how to make such a material, you can modify it and use it as insulation, upholstery in furniture, soundproofing in cars or filtration, for example," says Bettina Mueller.

In principle, wherever low-density plastics are used today, different types of fibre-based foams could be used instead.

Of course, the idea is not that these new fibre-based materials will end up in nature. But if they do, they will not cause the same damage as plastic.

Can be recycled like paper

"It works like paper, and paper is biodegradable. But the idea is that it should be recycled, just like paper, which also means that you don't have to use as much raw material when you produce it," says Claes Holmqvist.

The raw material in this case is the forest. The question is whether there will be enough forest if, in addition to all its other uses, it is to help replace plastic – will it be sustainable?

"We need to think intelligently about how we use these resources, where are they most beneficial? However, bio-based materials are definitely part of the solution to some of the problems we face. The cool thing about bio-based materials is that when you use resources like a tree or agricultural fibers, new ones can grow in the same place, ensuring sustainability" says Claes Holmqvist.

The transition from plastic to fibre-based materials is still in the early stages. More research and development is needed – and there are regulatory barriers, for example if the material is to be used as a building material.

Above all, however, the goal now is to reduce production costs.

"When plastic materials were new 60 years ago, they were not very inexpensive either. "It is not realistic to expect a new material to be completely equivalent and as inexpensive. You need to weigh the environmental benefits against the slightly higher costs to find a balanced approach," says Bettina Mueller.

Pilot biorefinery in Örnsköldsvik

RISE has a head start thanks to its unique understanding of the raw material - it has a long history of developing and creating new materials from wood. In the autumn of 2024, RISE will also open a new pilot biorefinery in Örnsköldsvik.

"We have the technical knowledge, but there are other things to consider when developing new materials. We mentioned sustainability and regulatory issues. We can easily bring in experts in these areas because RISE is interdisciplinary. This means that we can support the whole chain and gain a system perspective," says Claes Holmqvist.