Australasian Institute of Packaging (AIP) hosted a webinar on 17 September, with speakers Lina Wimmer and Charlotte Neumair from Circular Analytics, on the EU Packaging and Packaging Waste Regulation (PPWR). Packaging professionals from around the world tuned in for the session.
Charlotte Neumair, team lead circularity at Circular Analytics, outlined the PPWR’s core objectives: reducing and preventing packaging waste, increasing recycled content, harmonising regulations, and ensuring all packaging is recyclable. The regulation entered into force on 11 February 2025 and is part of the EU’s Green Deal strategy for climate neutrality by 2050.
Wimmer explained the PPWR’s targets, including a 40 per cent reduction in packaging waste by 2030 and a 15 per cent reduction by 2040. All packaging must be recyclable by 2030 with a 70 per cent recyclability threshold, rising to 80 per cent by 2038. She illustrated these targets with examples such as mono-material pouches and multi-material salmon packaging.
Minimum recycled content requirements were also discussed, with post-consumer recyclate preferred. Reusability targets apply to non-alcoholic and alcoholic beverages, and to transport and sales packaging. Labelling will be harmonised across the EU, using a pictogram system based on the Nordic model.
When talking about packaging minimisation, Wimmer mentioned that by 01 January 2030, packaging must be minimised in weight and volume while maintaining safety and functionality. Misleading designs such as double walls will be prohibited, reusability considered, and standards for common formats set within 24 months. E‑commerce, transport, and collective packaging must reduce empty space to a maximum of 50 per cent per unit.
They also mentioned that from 12 August 2028, labelling requirements will be harmonised to provide information on material composition, recycled content, and whether the packaging is reusable, compostable, or part of a deposit return system. Pictograms will be used, supported by QR codes or other digital data carriers, and harmonised labels will appear on waste receptacles.
On reuse, Wimmer highlighted that packaging must be designed to withstand multiple cycles. Targets apply to non-alcoholic and alcoholic beverages, grouped sales packaging such as cardboard boxes, and B2B transport packaging within a member state. Compliance targets are calculated annually by economic operators and final distributors according to Article 30 of the PPWR.
For plastics, the speakers mentioned that from 2030 all components of packaging must contain a minimum level of post-consumer recycled content (PCR). Exemptions apply for plastic packaging in contact with food where recycled content poses health risks, and for components representing less than five per cent of the total packaging weight.
During the session, the speakers asked two key questions to guide companies on compliance. When asked, “When do we have to act as a company?” the answer was “sooner than we think, deadlines are fast approaching.” On “How can I survive the PPWR?” the advice was to “plan strategically, organise and structure before taking action.”
The webinar also highlighted the need for companies to understand their current packaging status, identify data gaps, and adopt a structured approach to meet PPWR requirements.
Nerida Kelton, AIP executive director, concluded by noting the relevance for the Australian industry. While discussions around national standards and recycled content continue, she advised companies to keep progressing with packaging design to ensure recyclability.
The webinar is the first in a three-part series. Future sessions will provide guidance on operational requirements and digital tools for managing compliance. AIP will hold a State of Industry webinar on 15 October focusing on the landscape of extended producer responsibility (EPR) and eco-modulation in the United Kingdom.
