Skip to content

Newsletter #24 Quality

The PPWR Revolution: how the packaging market is changing and what it means for your brand?

The EU PPWR (Packaging and Packaging Waste Regulation) is one of the most significant regulatory changes in the history of the packaging industry. Its implementation began with the introduction of EU‑level rules and will continue in stages over the coming years – from the first operational requirements, through the 2030 targets, to further tightening planned for 2040.

ppwr, regulations, eu, cosmetics, pharma, packaging

For companies in pharmaceuticals, supplements, cosmetics and perfumery, this means the need to gradually adapt packaging – both in terms of documentation and design. Let’s analyse what exactly is changing and when for your sector?

1) Declarations and compliance documentation for packaging

One of the key directions of PPWR is increasing producer responsibility for the composition and compliance of packaging. In practice, this means the need to collect and provide detailed material data for every type of packaging placed on the EU market. Limits on undesirable substances (e.g., heavy metals), which have long existed in European regulations, remain in force and are being maintained or clarified in the new rules.

2) Harmonisation of labelling and recycling communication

One of PPWR’s goals is to create a unified labelling system across the European Union. In the coming years, uniform symbols and rules for informing consumers about waste sorting will be introduced to reduce inconsistencies between national markets.

3) Design for Recycling and reducing excessive packaging

A key pillar of the regulation is designing packaging with recycling in mind from the construction stage.

This means:

  • gradual elimination of solutions that are difficult to recycle,
  • reducing unnecessary “empty space” in packaging,
  •  greater focus on simplifying material structures.

This direction particularly affects the premium cosmetics and e‑commerce segments.

4) Increasing requirements for recyclability and recycled content

In the coming years, PPWR introduces gradually rising requirements for:

  • recyclability of packaging,
  • the share of post‑consumer recycled materials (PCR),
  • elimination of the least environmentally efficient solutions.

What does this mean for your industry?

The impact varies by sector – product specifics and safety requirements are crucial.

💊 Pharmaceuticals and dietary supplements
The pharmaceutical industry operates under strict regulations (GMP and pharmaceutical law), which take precedence over PPWR in matters of product safety. Secondary packaging (cartons and leaflets), however, will increasingly be subject to recycling and material documentation requirements. Another important area will be designing safety features (e.g., tamper‑evident elements) in a way that does not hinder recycling.

🧴 Cosmetics and perfumery
For the beauty segment, PPWR means a shift in the approach to premium packaging design:

  • limiting unjustified enlargement of packaging,
  • greater control over combining different materials,
  • thoughtful use of embellishments that may affect recyclability.

This is not the end of aesthetics – it is its redefinition towards “responsible premium”.

The role of packaging printers in the new reality

In this transformation, the printing house is no longer just a manufacturer. It becomes a partner in compliance and packaging optimisation.

We support our Clients in three key areas:

  • Material documentation and data required for preparing declarations of conformity. In the Client Panel and with quality documentation, we provide a wide range of information on raw materials, inks and coatings used. Most required data is available instantly in the Client Panel, and if a project requires more detailed documentation, we deliver it after order completion and according to the Client’s needs.
  • Packaging structure optimisation. We help design packaging that reduces material usage while maintaining protective function and premium aesthetics.
  • Conscious embellishments and design for recycling. We advise on technological solutions that combine visual effect with increasing recyclability requirements. PPWR is not a one‑time change – it is a process that gradually reshapes the entire packaging market. It is worth treating it not only as an obligation but also as an opportunity to build a competitive advantage for your brand. Navigating this change requires knowledge, planning and technological partnership. We invite you to contact us.