Packaging decisions rarely depend on one requirement. Product protection, operational performance, logistics, cost, material use and end-of-life all play a role. The Packaging and Packaging Waste Regulation (PPWR) adds new regulatory requirements to that assessment.
The PPWR is applicable across the EU, with many requirements being introduced progressively over the coming years. For companies using packaging, this raises an obvious question: what does this mean for the packaging we use today?
There is no single answer. The implications depend on the packaging type, material, application and the function it performs throughout the supply chain.
For packaging buyers, this means looking beyond individual PPWR requirements. The challenge is to understand how these requirements relate to the performance and functionality expected from the packaging.
PPWR adds new criteria to the packaging assessment
Recyclability, packaging minimisation, recycled content and reuse will increasingly influence packaging decisions. From 2030, packaging will have to comply with Design for Recycling requirements and recyclability performance grades. Minimum recycled content requirements will apply to different categories of plastic packaging, and packaging weight and volume will need to be minimised while maintaining the functionality required for its application. From 2035, recycling at scale will also become part of the recyclability assessment.
These are significant changes, but they are only part of the overall packaging assessment.
A bag still needs to perform during filling and transport. A tray still needs to protect fresh produce throughout the supply chain. An industrial packaging solution may need to meet specific requirements for strength, barrier properties, handling or product safety. PPWR does not remove those requirements. It means they increasingly need to be considered alongside new regulatory criteria.
Start with the objective, not the material
When discussing PPWR with our customers and partners, the starting point is therefore not a predetermined material or packaging format. The first question is: what do you want to achieve?
The objective could be to reduce material use, improve recyclability, increase recycled content or prepare for upcoming PPWR requirements. Often, several objectives need to be considered at the same time.
Only then does it make sense to look at the available packaging options.
This requires understanding the complete application: the product being packed, filling process, required protection, transport and storage conditions, handling, material composition and what happens to the packaging after use.
That broader view matters because changing one packaging characteristic can influence another.
Every change has to be considered in context
Reducing material weight is a good example. Using less material may contribute to packaging minimisation, but the resulting packaging still needs to provide the required strength and protection throughout its intended use. The same applies to other changes.
Moving towards a mono-material construction can improve recyclability in some applications, but the required functionality still needs to be achieved. Increasing recycled content can influence material properties and needs to be assessed against the technical requirements of the application. Changing dimensions or construction can affect not only material use, but also palletisation, transport efficiency, filling processes and handling. This is why improving one packaging characteristic always needs to be considered in relation to the other requirements the packaging has to meet.
A review may therefore result in a lighter packaging, a different construction, another material combination or greater use of recycled material. It can also show that the current packaging remains appropriate while specific future requirements are monitored. The objective sets the direction. The application defines what is technically possible. PPWR increasingly defines the regulatory boundaries within which those choices are made.
What should companies be looking at today?
Not every PPWR requirement applies immediately. Important requirements will be phased in over the coming years, while detailed criteria for several provisions are still being developed at European level.
A practical starting point is to understand the packaging currently in use. Which formats and materials are used? What are their weights and material compositions? Which functions are essential? Which packaging types are likely to be affected by upcoming requirements? From there, it becomes possible to identify where further assessment is useful and where there may be opportunities to improve. This also changes the conversation with packaging suppliers. Instead of simply asking whether a packaging is ‘PPWR compliant’, the more useful discussion is about which requirements apply, what the customer wants to achieve and what the consequences of different packaging choices would be.
Packaging remains a balancing act
PPWR introduces important new requirements, but the fundamental packaging question remains: Which packaging solution best fits the product, process and objectives of the customer?
There is rarely one characteristic that defines the right packaging choice. Product protection, processing, logistics, material use, recyclability, recycled content, reuse and cost may all need to be considered. Packaging has always been a balancing act. PPWR adds new considerations to that balance.
If you are assessing what PPWR could mean for your packaging, talk to one of our packaging specialists. Together, we can look at your objectives, current packaging and the available options before determining the most appropriate next step.
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