New EU packaging rules: what is the impact for brands?

From artisanal spirits to world-renowned fragrances, packaging is a key part of some of Europe’s most iconic products. It protects what is inside, but it also helps consumers recognise, choose and connect with the brands they love. 

In short, packaging is not only functional. It protects products, enables transport and consumer use, communicates essential information and contributes to brand identity. As new sustainability requirements emerge, brands will increasingly need to balance all of these functions rather than optimise one at the expense of another. 

A new phase for European packaging 

The way European brands package their products is now entering a new phase. The Packaging and Packaging Waste Regulation, or PPWR, entered into force on 11 February 2025 and will generally apply from 12 August 2026. 

It introduces EU-wide requirements covering recyclability, packaging minimisation, reuse, labelling and substances of concern. 

For brands and retailers, the challenge is clear: how to reduce packaging waste and support circularity, while preserving packaging quality, product protection and brand differentiation. The success of the PPWR will ultimately depend on achieving this balance, recognising that sustainable packaging is not defined by a single criterion but by its overall environmental and functional performance. 

Recyclability: an important step forward 

On recyclability, the Regulation marks an important step forward. By 2030, all packaging placed on the EU market should be recyclable by design. Harmonised criteria will also be introduced to ensure that packaging is not only technically recyclable, but collected, sorted and recycled in practice and at scale as of 2035. 

This ambition is strongly aligned with the characteristics of glass packaging. Glass is a permanent material that can be recycled again and again without losing its intrinsic properties. It is inert, suitable for food contact and already widely collected across Europe. Today, around 85% of collected glass is recycled back into new bottles and jars, , supporting one of Europe’s most established closed-loop recycling systems for packaging materials.. 

Reuse: an opportunity for glass 

The PPWR also gives greater attention to reuse. For certain beverage categories, including beer, mineral water and soft drinks, the Regulation introduces reuse obligations. 

Here too, glass offers well-established solutions, particularly through reusable bottle systems. Reusable glass bottles can be safely reused many times while maintaining product quality, taste and consumer safety. 

Packaging minimisation: why balance matters 

The Regulation also raises important questions for brands, especially when it comes to packaging minimisation. 

Reducing unnecessary packaging is a shared objective, and the glass industry has already made major progress in lightweighting and right-weighting. 

But packaging cannot be assessed by weight alone. Optimising packaging requires balancing material efficiency with product protection, recyclability, manufacturing performance, logistics, and product presentation. 

A packaging material may be lighter, but if it cannot be easily recycled, safely reused or trusted for food and beverage contact, it may not support the EU’s circular economy objectives. 

Sustainability must also consider recyclability, reuse, product protection, consumer health, circularity and the role of packaging in preventing product waste. Focusing on a single parameter, such as weight, risks overlooking these wider environmental and functional considerations. 

A circular future that protects product value 

As the PPWR is implemented, it will be important that EU rules recognise product presentation as part of packaging functionality. 

Design is not decoration alone. It contributes to the functionality of packaging by helping consumers recognise products, supporting product presentation and preserving brand value.  

The future of brand packaging will depend on finding the right balance: ambitious rules that reduce waste and accelerate circularity, while allowing brands to protect their products, express their identity and continue offering consumers packaging that is distinctive, safe and sustainable. 

In short, the PPWR can help shape a more circular packaging future. But to succeed, it must recognise that good packaging is not only about using less. It is about using materials wisely, protecting products well, enabling recycling and reuse, and preserving the brand value that packaging creates. 

Sources and further reading

FEVE position on PPWR: 
https://feve.org/glass-industry-positions/circular-economy/packaging-packaging-waste-regulation-ppwr/ 

European Commission — Packaging waste: 
https://environment.ec.europa.eu/topics/waste-and-recycling/packaging-waste_en 

EUR-Lex — Regulation (EU) 2025/40: 
https://eur-lex.europa.eu/eli/reg/2025/40/oj/eng 

For more information on FEVE’s position on PPWR, contact the FEVE Secretariat: 
secretariat@feve.org