The European Union has given an ultimatum to unsustainable packaging materials. All must be designed for recycling by 2030. That ultimatum is the mission behind the Packaging and Packaging Waste Regulation (PPWR), which is currently restructuring how brands source and sell products in national and international markets. PPWR was first proposed by the European Commission in 2022 to replace the outdated Packaging and Packaging Waste Directive (PPWD) from 1994. PPWR was officially put into effect in February 2025, and its provisions became law across all EU member states on Aug. 12, 2026. Restrictions on PFAs and forever chemicals in packaging that comes into contact with food also took hold on that date.
A fundamental part of the mandate is a “Design for Recycling” framework that grades materials on a scale based on recyclability performance. The grading scale makes sustainability a mandatory commercial requirement for businesses rather than just an aspiration. An additional incentive for companies to participate in higher recyclability is lower Extended Producer Responsibility (EPR) fees. Materials are graded as one of the following:
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A: ≥95%
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B: ≥80%
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C: ≥70%
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Technically non-recyclable: ≥70%
Materials that receive a “technically non-recyclable” grade will be removed from markets by 2030. By 2028, mandatory labels for waste sorting will be placed on all receptacles and on consumer packaging to increase public awareness and proper disposal participation. The requirements will tighten by 2035 and 2038.
Since the 2010s, the rising concern about single-use plastics and packaging waste has inspired the need for a more eco-friendly packaging material. Paperboard, which is highly recyclable and compatible with recycled content targets, is perfect for the PPWR era. From raw materials to packaging products to final disposal, paperboard is a natural fit for a circular future centered around reducing, reusing and recycling. European systems recover nearly 87% of paper and paperboard packaging after disposal, significantly outperforming harmful plastics that only have a 42% recovery rate. Fibers can be recycled up to 10 times, enabling the material to be used multiple times. These fiber-based packaging units will be beneficial to brands navigating tighter restrictions on single-use plastics while also supporting broader, long-term sustainability goals.
Through the implementation of the mandate and the adoption of paperboard and other recyclable materials, PPWR aims to reduce packaging waste across the EU by the following percentages per year (all reductions measured against 2018 levels):
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5% by 2030 (All packaging on the EU market must meet DfR criteria)
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10% by 2035 (All packaging in the EU must be recycled at scale)
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15% by 2040 (Most plastic packaging and parts in the EU must meet increased recycled content targets)
Consumer brands view the mandate as both a restriction and a welcomed opportunity. Brands that adapt early on will be better off in the long run. Adopting sustainable materials and designing for a sustainable, circular future will help them to be better prepared for compliance. Additionally, they will earn an edge against competitors that do not adapt in a market where sustainability will inevitably become the accepted baseline.