The European Union is fundamentally changing the rules of the game for packaging. The new PPWR (Packaging and Packaging Waste Regulation) introduces a unified framework that is directly binding for all EU member states, significantly impacting manufacturers, distributors, retail, and e-commerce alike.
The regulations will begin to apply across the board on August 12, 2026—and companies should not delay their preparations. The PPWR is not just another administrative burden; it fundamentally alters packaging design, material selection, data logging, and day-to-day operations across entire organizations. Yet, many companies today still lack a clear overview of which obligations will actually apply to them, or whether their current packaging will withstand future requirements. This is precisely why we recommend addressing the issue immediately.
What Comes into Force on August 12, 2026?
August 2026 does not bring the full scope of the PPWR, but rather a first wave with strict deadlines:
- Declaration of Conformity (DoC): Every piece of packaging placed on the EU market must be accompanied by a Declaration of Conformity—a legally binding statement by the manufacturer confirming compliance with PPWR requirements—alongside the relevant technical documentation. The DoC is no mere formality. Without high-quality data regarding materials, composition, or recyclability, it will be impossible to reliably compile this documentation.
- PFAS Ban in Food Contact Materials: A ban on PFAS (per- and polyfluoroalkyl substances) in packaging intended to come into contact with food takes effect. To date, these substances have been commonly used in paper cups, fast-food wrapping, or pizza boxes. This ban applies with zero transitional period.
- Import Restrictions: For imports from third countries, the absence of proper documentation may result in delays or an outright ban on placing the goods on the market by supervisory authorities.
PPWR in a Nutshell: What Changes Next?
The next major wave will arrive in 2030, when all packaging must be recyclable, and plastic packaging must contain a mandatory minimum percentage of recycled content. The PPWR introduces a recyclability performance grading scale from A to E.
- By 2030, every unit of packaging must achieve at least Grade C.
- By 2038, this threshold rises to Grade B.
- Packaging falling into the lowest grades will de facto be phased out of the market.
Additionally, a ban on excessive packaging will apply from 2030—prohibiting false bottoms, double walls without functional justification, and limiting empty space in e-commerce shipments to a maximum of 50%.
Who Does the PPWR Affect?
A typical misconception is that the PPWR only targets packaging manufacturers. In reality, the regulation will touch practically every company that places products on the European market in any form of packaging—including manufacturers, distributors, importers, e-commerce players, the food industry, and private-label producers. A critical role will be played not just by the packaging itself, but also by its construction, the materials used, labeling methods, and reusability options.
PPWR is More Than Just a Compliance Topic
The greatest risk posed by the PPWR is not a financial penalty; it is the loss of business. B2B buyers are beginning to demand compliance as a prerequisite for cooperation—those who fail to provide the necessary documentation will simply be dropped from the supply chain. In practice, the biggest hurdle is not the wording of the legislation, but the absence of data. Most companies lack a centralized overview of their packaging material composition or auditable data from suppliers, without which a DoC cannot be legitimately signed.
How Can Grant Thornton Help?
- Free, No-Obligation 30-Minute Consultation: Together, we will assess the impact of the PPWR on your business and define the appropriate scope of cooperation.
- Cross-Functional Coordination: The PPWR bridges regulatory, data, operational, and production domains, requiring coordination across your entire company. At Grant Thornton, we assist with initial impact assessments, packaging portfolio mapping, compiling Declarations of Conformity and technical documentation, setting up EPR (Extended Producer Responsibility) registrations, and long-term tracking of legislative updates.
The goal is not merely to check a compliance box, but to design a process that is functional and economically viable over the long term. For most companies, the PPWR will not be a one-off project—it represents a structural shift that will shape packaging and data management for many years to come.
This text was translated by AI.
