Sustainability

PPWR – Packaging and Packaging Waste Regulation

PPWR

What is PPWR

The Packaging and Packaging Waste Regulation (PPWR) provides an EU legislative framework for reducing packaging waste, increasing circularity, and aligning packaging rules across Member States. As a core element of the European Green Deal and Circular Economy Action Plan, PPWR sets mandatory requirements on packaging design, recyclability, recycled content, labeling, minimization, and reuse targets.

Many MM customers, who place packaged goods on the EU Market, will need to adapt their packaging portfolios — particularly FMCG companies and e-commerce retailers with high packaging volumes. Major brands will need to adapt or redesign packaging for recyclability, incorporate recycled content (with primary focus on plastics), reduce unnecessary packaging, and implement reuse systems. Compliance will require data transparency, lifecycle assessment rigor, and tighter supply chain coordination.

Know more

PPWR

Be Ready on Time

2026

2027

2028

2029

2030

12th August 2026

The Commission introduces harmonised labelling for packaging and waste containersbins (Art. 12, 13)
PFAS limits apply starting from this date (Art. 5(5))
Producers pay EPR costs where they first place it on the market (Art. 45)

By 12 August 2027 each Member State must have a national EPR producer register in place, and producers must be registered there when first making packaging available (Art. 44)

By 12 February 2028, empty space in sales packaging must be minimised (Art. 10)
As of 12 August 2028, the harmonized labeling requirements for packaging will apply (Art. 12(1))
Waste containers must be labelled by 12 August 2028 (Art. 13(1))
The delegated act on Design for Recycling is expected by 1 January 2028 (Art. 6(4))

As of 12 February 2029 reusable packaging must carry a re‑use label (Art. 12(2))
Eco‑modulation takes effect after the 18‑month transition period (Art. 6)

As of January 1, 2030, only packaging that meets Classes A, B, or C in the Design-for-Recycling assessment may be placed on the market (Art. 6(2)(a))
The minimum recycled content requirements for plastic packaging apply starting in 2030 (Art. 7)
The maximum void ratio of 50% applies starting in 2030 to retail, transport, and e-commerce packaging (Art. 24)

PPWR

Get Ready for PPWR with MM

Partnering with MM to prepare for PPWR brings you the following advantages:

Accelerated path to PPWR compliance with clear, expert guidance
Lower risk and cost through evidence‑based packaging decisions
Faster time‑to‑market with validated, ready‑to‑run packaging solutions
Stronger sustainability positioning and consumer appeal
End‑to‑end support that reduces internal workload and complexity

The five steps below show you how to evaluate and modify your packaging portfolio so that your brand is ready when PPWR takes effect.

PPWR

1. Request your PPWR Packaging Portfolio Audit

To ensure alignment with sustainability goals and regulatory standards, customers can turn to us for a comprehensive review of their packaging portfolio that:

Catalogues all brands, SKUs, and markets – cross-indexed with materials, formats, weights, recyclability, and current compliance
Classifies formats as compliant, partially compliant, or non‑compliant (redesign/ replace)
Provides a factual baseline to avoid costly assumptions

Start your audit now!

PPWR

2. Mind the Gap: Current vs. PPWR Future State

Brand owners, together with MM experts, can analyse the gap between their current packaging portfolio and the modifications needed for future PPWR compliance. We will help:

Map audit findings to PPWR targets (recyclability, material reduction, reuse potential)
Identify shortfalls: materials, designs, barrier structures, claims
Quantify change: optimization vs. full replacement; flag technical/operational constraints

Get fit for PPWR!

PPWR

3. Priority Setting

Customers can rely on MM sustainability experts to help set priorities when preparing for PPWR. Together, using the portfolio audit and gap analysis data, we can draft a pragmatic, cost-effective compliance roadmap that outlines:

Decision frame weighting regulatory urgency, environmental impact, cost and effort
High‑impact, low‑disruption moves (e.g., high‑volume SKUs, planned refreshes)
A Venn‑diagram approach for locating synergies and quick wins

Set your priorities now

PPWR

4. Transition Plan

A strategic PPWR transition plan combines ambition with pragmatism. To achieve compliance while identifying cost-smart ways to show brand leadership, your plan should outline:

Milestones, ownership, timelines; alignment with commercial/artwork/line changes
An overview of testing, certification, regulatory validation and rollout (with contingencies)
A tailored approach to risk management and on‑time compliance

Plan your PPWR transition

PPWR

5. New Packaging Integration

By working with MM experts, you can integrate new and modified packaging designs on your packing lines with maximal efficiency. We support you in:

Validation of new formats with runnability and performance trials
Collaboration between you, the brand owners and us with our integrated value chain and converting knowhow
Acceleration of scaled‑up integration through early testing and iteration

Start your PPWR integration now

PPWR – Packaging and Packaging Waste Regulation

What is PPWR

Be Ready on Time

Get Ready for PPWR with MM

1. Request your PPWR Packaging Portfolio Audit

2. Mind the Gap: Current vs. PPWR Future State

3. Priority Setting

4. Transition Plan

5. New Packaging Integration

PPWR is approaching fast… Be faster – with MM!

PPWR is approaching fast…
Be faster – with MM!